Brand is the most valuable asset of every organization that, if managed appropriately, can lead to a larger share of market and profitability in every industry. Loyalty is considered as one of the most important marketing strategies and the key to business success. The purpose of the present study is investigating the effect of social identity, personal identity and brand identification on the brand loyalty. The research data have been collected using a 492-individual group of home appliances users, sampled within the format of simple clustering method, in Tehran. The research instrument was a questionnaire and the extracted data were analyzed using structural equations modeling in LISREL. The research findings indicated that the social identity influences the personal identity and brand identification but it does not exert a direct effect on the brand loyalty. Also, the findings showed that brand identification has an effect on the brand loyalty but personal identity was not found directly influencing the brand loyalty.
