Given the plurality of factors affecting the customer's loyalty in the marketing management literature, one of the most important issues that brand managers are today faced is a better perception of the relationship between brand and customers' loyalty. Compared to non-loyal customers, loyal customers are less sensitive to increasing price of their desired brands, and so, brand owners can earn more income from this type of customers. Therefore, paying attention to the relationship between brand characteristics and customer loyalty is a leverage that the managers can implement under critical conditions as a competitive advantage. The main issue of the current study is to determine the factors affecting the customers' loyalty and their intensity in food industry brands. To do so, this study investigated the effect of five factors of satisfaction, resistance to change, feelings towards brand, trust, and brand equity on behavioral and attitudinal loyalty of food products customers in Mashhad city. Since the precise number of statistical population was unknown, a sample of 384 was selected based on Morgan table and was studied. Research data was collected by distributing questionnaires and was analyzed using structural equation modeling after confirming its validity and reliability. Amongst the study hypotheses, the effect of resistance to change on behavioral loyalty was not confirmed, while the effects of satisfaction, brand equity, feelings towards brand, and trust on behavioral and attitudinal loyalty were confirmed at .95 confidence level.

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