در جامعه مصرف‌کننده امروزی، جایی که برای مصرف‌کننده به‌آسانی امکان نشان‌دادن طرفداری برند وجود دارد، برای صاحبان بازار، فهم رفتارهایی که به انتخاب برند منجر می‌شوند مهم است. هدف مطالعه حاضر بررسی چگونگی تأثیر ارتباطات برند مصرف‌کنندگان بر متغیرهای بشارت برند است که به رفتارهای حمایتی برند منجر می‌شود. مطالعه حاضر اثر سه مؤلفه از مؤلفه‌های ارتباطات برند مصرف‌کننده را بر مؤلفه‌های بشارت برند بررسی می‌کند. داده‌ها به‌وسیله پرسشنامه از جامعه آماری شامل 350 نفر از دانشجویان و در مورد برند گوشی همراه به‌دست آمد. فرضیه‌های پژوهش حاضر با استفاده از معادلات ساختاری تحلیل شده و سه فرضیه رد و هشت فرضیه تأیید شد. یافته‌های پژوهش نشان داد که مفهوم ارتباطات برند مصرف‌کننده بر بشارت برند تأثیر مثبت می‌گذارد؛ به‌عبارت‌دیگر هویت‌پذیری برند بر توصیه مثبت و منفی برند، تعهد برند بر قصد خرید و توصیه منفی برند و اطمینان برند بر قصد خرید و توصیه مثبت برند تأثیر مثبت می‌گذارد؛ همچنین مشخص شد که متغیر قصد خرید بر دو متغیر توصیه مثبت و منفی برند تأثیر مثبت دارد.
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