Mohammad Hassanabadi - Department of Management, Faculty of Humanity, Semnan Branch, Islamic Azad University, Semnan, Iran
Marjan Sadat Ala-Hashemi - Department of Management, Faculty of Humanity, Semnan Branch, Islamic Azad University, Semnan, Iran
Ehresham Rashidi - Department of Management, Faculty of Humanity, Semnan Branch, Islamic Azad University, Semnan, Iran

In recent years, scholars have argued the emerging concept of consumer-brand identification, it s dimensions andexistential components. Therefore, the current study has done to investigate the effective factors of shaping the conceptof consumer-brand identification, brand identity, brand encounter and brand attractiveness based on a descriptivecorrelativestudy. The statistical population of this study included the customers of Mahan airline in Tehran. Thus, 230people were considered through random sampling. The data collection tool was a questionnaire of 21 parameters. Thevalidity of the questionnaire was confirmed by a construct and content validity. Moreover, the reliability of thequestionnaire was confirmed by Cronbach s alpha. Data analysis was done by using Amos version 21 software andstructural equation modelling as well. The results have shown although brand identity has not directly influenced onshaping the consumer-brand identification, it has led to consumer-brand identification through brand attractiveness.Furthermore, brand encounter both directly and indirectly (through brand attractiveness) has affected consumer-brandidentification.

Brand Identity, Brand Encounter, Consumer-Brand Identification, Brand Attractiveness