investigating the relationship between brand`s special value and mobile services characteristics, (case study: mobile phone in bukan city)

this current research has done to investigate the relationship between brand`s special value and mobile services characteristics, users of mobile services in bukan city. statistical population in this research is included users of mobile services in bukan city that 384 people were selected as sample size by using cochran formula and by using the method of simple random sampling was used. for data gathering by using the questionnaire was used. the questionnaires used in this research were standard and mobile services characteristics and brand`s special value questionnaires were designed tsong wang (2011). data with statistical programs in two levels of descriptive and inferential statistics were analyzed by using structural equation modeling. questionnaires` stability was accounted by cronbach alpha coefficient and a mobile services characteristics and brand`s special value questionnaires are 0.847 and 0.813 respectively. all hypotheses in the level of 0.95 confidences were confirmed and the results showed that mobile services characteristics on brand`s special value has been effected. gained delight on brand`s special value is in first rank and usability is in the second rank has been located.