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This paper presents an empirical investigation to study the effects of brand power experiences on power of brand in food industry. The study deigns a questionnaire in Likert scale consists of 23 questions, distributes it among 208 randomly selected people who purchase foods from three different food chains in city of Tehran, Iran. Using structural equation modeling, the study has examined the effects of six factors influence the most in our survey including Brand loyalty, Physical attributes,doi:10.5267/j.msl.2014.9.020 fatcat:deqvtwrbbvc6tnkqzqz4eheyau