Abstarct: The main purpose of this research is to investigate the effect of brand love on desire to pay the price performance using intermediate role of brand image among the customers of Iran Khodro Khorasan Company; Also in this research, the factors affecting brand love of Iran Khodro are identified and prioritized. The study statistical population includes all customers of Iran Khodro Khorasan Company. Sampling was done by two-stage cluster sampling; Using Cochran's formula, a sample of 384 people was selected. This research is classified on the purpose as applied research, and classified on the data collection method as descxriptive research. The tool used for collect data is a questionnaire of 38 questions that distributed among sample members. Then, the data collected through questionnaire were entered into SPSS and LISREL software and analyzed. To analyze the data and analyze the model, structural equation modeling and confirmatory factor analysis have been used. The results of the research hypothesis indicate that brand love has a positive impact on the brand image and desire to pay the price. Brand image also has a positive effect on the desire to pay the price. Also, the variables of Passion-Driven Behaviors, positive emotional Connection, long-term relationship, Anticipated Separation Distress and brand trust have a positive effect on brand love.