Iranian Business Management Association International Journal of Resistive Economics 2345-4954 12 2 2024 04 01 Investigating the Mediating role of Brand Image in the effect of Brand Schizophrenia on the Brand Loyalty of Automobile Managers 69 78 242558 10.22034/oajre.2024.242558 EN Hadi Haghparast Master of Business Management, Sari Branch, Islamic Azad University, Sari, Iran. Hamid Haghparast Master of Business Management, Sari Branch, Islamic Azad University, Sari, Iran. Journal Article 2023 04 29 The purpose of this research is to investigate the mediating role of brand image in the effect of brand schizophrenia on brand loyalty in Modiran Khodro Company. This is an applied research with a quantitative (comparative) approach conducted through a descriptive survey using standard questionnaires. The statistical population included all the Customers of "Modiran Khodro" products, numbering 500000, according to the statistics. Of this population, using Cochran's formula, a sample consisting of 385 was formed (n =385), the individual members of which were selected using simple random sampling. For measurement of the variables, we made use of the standard questionnaire developed by Harris (2023). Validity of the questionnaire was assessed and confirmed by the academic experts. Its reliability, as measured in terms of Cronbach's alpha (= 0.878), was high and thus, confirmed. The obtained survey data for the test of the research hypotheses were analyzed using SEM-PLS technique. The obtained results from the test of the hypotheses indicate that brand schizophrenia has a negative and significant effect on brand loyalty and brand image of the products of Modiran Khodro Company. The results also indicate that the brand image has a positive and significant effect on the brand loyalty of the mentioned company's products. https://www.oajre.ir/article_242558_f1945577190e6d3badde474a7e71f6af.pdf