Mohabat Ghaderizadeh - PhD student in business Marketing orientation, Science and Research Branch, Islamic Azad University, Department of Business Management,Tehran, Iran
Hossein Vazifehdoost - Professor of All University Marketing, Science and Research (Marketing Marketing), Islamic Azad University, Department of Business Management,Tehran, Iran

The purpose of this paper is to study the effect of brand confidence on brand equity with the mediating role of brand loyalty in Kalleh Dairy. The consumers of this company Tehran were considered eligible to be nominated as the statistical population, for which 400 Individuals were selected using two-sta e cluster. To collect the information required for the study, pre-designed questionnaires were provided to participants. The hypothesis was approved by structural equation modeling (SEM) method. This study confirms with highreliability the effect of brand confidence on brand equity with the mediating role of brand Loyalty:

Brand Trust, Brand Equity, Brand Loyalty, Food Industry, Kalleh Dairy