M.A. Thesis:

Effect of Customer authenticity perception on Brand choice intention with Mediting Role of brand

For mor restaurant،its brand identity is an asset of the company improves and strengthens your competitive advantage if the correct mobile marketing strategies. The studies are also similar findings for the hotel chain with strong brands report and announce their identity and that your image faster than the competitors. The present research aimed to verify the customer's perception of the impact on the choice of going to the brand by taking the role of the mediator of the special value of the brand (the restaurant of Razavi Khorasan Province). The purpose of the present research and descriptive terms applied-surveying. In order to collect the combination of information from the field of library and research methods have been used. Statistical research community included the restaurant clients of Razavi Khorasan Province،which is an infinite number. According to table of Morgan،the sample size the number of 384 people،which is to ensure the return of the questionnaire ،a number of simple questionnaires to 400 randomly distributed between customers. Data by the structural equations and the help of case analysis software. The results of the present research was to verify the customer's preception of the brand on the intention choice by taking the role of the mediator of the special value in the restaurant there is a significant impact of Razavi Khorasan Province ،and in this regard، the research hypothesis were assembled approved7

Keywords: Key words:accuracy of customer perception،brand value، brand selection special intention;brand