The aim of this study was to investigate the effect of participatory brand development, brand familiarity, brand ownership, brand responsibility, brand self-improvement on customer behavior by examining the moderating role of differentiation and individualism-collectivism. To calculate the sample size required for research using the Cochran's formula for an unlimited community will be 384 people. 400 questionnaires were distributed in the statistical sample and 384 were returned to the healthy sample. The rest were removed from the analysis due to incomplete answers. Random sampling was a multi-stage sampling that was a questionnaire. Validity was measured through convergent and divergent validity and reliability was obtained through Cronbach's alpha and combined reliability coefficient. Data were analyzed using PLS software. The results showed: the development of a participatory brand has a significant effect on the brand ownership of Iran Khodro Company. Familiarity with the brand has a significant effect on brand ownership of Iran Khodro Company. Brand responsibility on the brand ownership relationship has a significant positive effect on customer behavior of Iran Khodro Company. Self-improvement on the brand ownership relationship has a significant positive mediating effect on customer behavior of Iran Khodro Company. Cultural values ​​play a moderating role in influencing self-improvement on Iran Khodro's customer behaviors. Brand ownership has a significant effect on Iran Khodro's brand responsibility. Brand ownership has a significant effect on Iran Khodro Company's self-improvement. Brand responsibility has a significant effect on customer behavior of Iran Khodro Company. Self-improvement has a significant effect on customer behaviors of Iran Khodro Company. Cultural values ​​do not play a moderating role in influencing brand responsibility on Iran Khodro's customer behaviors. This hypothesis was not confirmed.