study of the relationship between brand value, brand commitment and satisfaction of fast food costumers in the western regions of Tehran

In the new era, the era of integrations and acquisitions of companies, brand value is a key factor in determining the company’s value and stock market value and this is due to the power of a brand to acquire new customers and maintain existing customers. This research is a look at the relationship between brand value, brand commitment and satisfaction of fast food costumers in the western regions of Tehran. This research is a descriptive research type. Since the current research is based on the study of the characteristics and traits of the people if the community and examines the current state of society in terms of several attributes or variables. The type of research is descriptive-survey. In order to collectinformation, a questionnaire containing the information needed to answer questions was developed, in this research, due to the limited sample size and according to the Morgan table, 375 people was considered. Sampling method is simple random. To investigate research hypotheses and analyze structural relationships between variables, confirmatory factor analysis and structural equations modeling are used. In this research, SPSS and LISREL software were used to analyze the data. The results showed that according to the research model in the numerical significant state, it was found that the rate of t between the 2 brand equity variables and the customer satisfaction is equal to 3.21 and between customersatisfaction and brand loyalty is equal to 5.61. There is also a significant relationship between brand equity and customer satisfaction and between customer satisfaction and brand loyalty