Mohammad Reza dalvi - Ph.d young researchers&elite club dehaghan branch, islamic Azad university dehaghan Iran
Nahal salamatian - MA,young researcher club,dehaghan branch,Islamic Azad university of dehaghan,Iran

In recent decades, brand making Is one of the most important priorities in marketing management research .in our country ,this is developing .Because of staff role in transfer of organization brand to clients , the aim of the research is to study of effective factors in staff loyalty and commitment to brand and its performance in staff standard .statistical society including staff in Asia insurance company in Esfahan city .Data collection was by using cluster sampling and questionnaire . cronbach alpha coefficient in all of research variation is acceptable and they have suitable variability . The conceptual model was tested using structural equation method .the results show that transparence of brand goods has positive effect on brand staff commitment (ᵧ=.37,t= 2.04),but it has no effect on their loyalty to brand .perceived difficulty in getting brand goods has negative effect on brand commitment (ᵧ=.27,t=2.34) but has no effect on loyalty to brand .Inside brand making has positive effect on loyalty to brand (ᵧ=.23,t=2.54) but it has no effect on staff commitment to brand .Also ,brand commitment has positive effect on loyalty to brand (β=.53, t= 3.32) and loyalty to brand has positive effect on brand performance in staff standard(β=.36,t=3.47)

Inside brand making , goal transparency , brand commitment ,loyalty to brand ,brand performance in staff standard