ملخص البحث :

The present study aims to know the natural relation between the brand association and Customer Satisfaction on Zain Iraq's Mobile Cell Phone Company. The study was based on data which gathered from 90 respondents from a user of the Services, Company by using a questionnaire. The study used random sampling technique and statistical tool (SPSS), to know the result of this research the correlation and Regression analysis are used. This study contributes to present theories by adding value to the relationships that contribute to customer satisfaction and It provides results which may be useful to managers in business organizations. The research result indicates that the brand association's impact on the customer satisfaction.

ملخص البحث :

This research aims to find out the role of the Brand in theprocess of achieving the competitive advantage from strategic perspectivethrough identifying the important role that the marketing activity has in thework of companies. This research seeks to achieve its objectives through theanalysis of decisions and the importance of the Brand in Zain company forcommunication.It also demonstrates the Brand's role in satisfying the customers'desires. The researcher has used (Porter) strategies, he supposed that thereare three strategies: (Cost Leadership Strategy, differentiation Strategy,Focus Strategy), researcher used (SPSS) for the statistical analysis of thegathered data through the analysis of both of the correlation, regression and(ANOVA).The researcher reached a number of conclusions and the mostimportant of them was the existence of a strong correlation between

ملخص البحث :

Marketing managers when they set their strategy now ,they do their best to be (consumer-driven strategy),and by only deep understanding what consumer wants they can formulate the succeeded strategy which is directed toward him/her Understanding consumer wants and desires isn’t simple matter ,in spite of this ,the company by accurate study of affecting sectors on (buying decision, consumption behavior) of customers, can determine even relatively-what customer want? And how the company satisfy what he/she want ?before the competitors can achieve this goal. The factors which impact on customers behavior doesn't accented simply. One of this is (social factors). Based upon all of mention above, the current research aims to test the impact of social factors as one of the factors affecting customer behavior on the brand loyalty of a sample of consumers for products of Diwaniyah dairy factory in Iraq . The sample of research is determined with group of consumers of factory which included (301) consumers who received a form of questionnaire According to the aim of the research, tow hypotheses were formulated, by some The use of a number of statistical methods to test the hypotheses (Anova, Mean, Standard division, Cronbach Alpha) The research ended with some conclusions and recommendations, which represent guided evidence either now or in the future Key words: Consumer, consumer behavior, social factors, Brand loyalty