Abstract
The aim of this study is to Investigation of brand Characteristics that cause brand addiction (authenticity of brand, self-expressed brand, and innovation of brand) and their impact on the sacrifice for the brand, And a sample of customers of some smart phone brands in Iraq was selected, amounting to (268) customers, The study methodology depends on the identification of a major problem that has been clarified through several questions that revolve around an important question, Can the properties that cause the addiction of the brand and their effect on the sacrifice of the brand be employed, so the current study relied on a questionnaire tool in order to measure the availability of the properties that cause the addiction of the brand? The results of the normal distribution, the modeling of the structural equation, the internal stability and truthfulness factor, the arithmetic means, the standard deviations, the relative importance, and the correlation matrix were extracted. The regression coefficient, as the study results showed a direct and indirect correlation and effect of the properties causing the addiction of the brand in the sacrifice for the brand.
