Maryam Jafari - Master of Business Administration (Marketing Orientation), Department of Business Management, Neyshabur Branch, Islamic Azad University, Neyshabur, Iran
Tooraj Sadeghi - Associate Prof, Dr, Department of Business Management, Neyshabur Branch, Islamic Azad University, Neyshabur, Iran
Seyed Abbas Mir Ibrahim Esfahani - Associate, Prof, Dr, Department of Business Management, Neyshabur Branch, Islamic Azad University, Neyshabur, Iran

In recent years by increasing role of the Internet in the trading and selling of goods, therefore, Internet brand has become one of the most important issues. Today, brands have become a symbol of international capitalism. Hence, the aim of this study was determining effect of electronic brand on encouraging customers to buy online. The aim of this study was determining impact of electronic brand on persuading customers to buy online. This research is practical and inductive. The sample of this research was in Islamic Azad University ­of Khorasan Razavi Province and cluster sample was used. In addition, the sample was included ۳۸۰ persons and also a survey was used in order to collect data. Following, Cronbach’s Alpha and t-test were used to test the reliability and hypotheses respectively. Moreover, Friedman test was used in order to rating variables. Results ­indicated that all four factors are defined in electronic brand which contains the mental image, satisfaction, and loyalty, multimedia capability had a significant impact on persuading customers to buy online. Eventually, mental image and multimedia capability were the most and least important respectively.

Brand, Electronic brand, online shopping, Mental image, Loyalty