Service quality is a key factor in creating a positive brand image and increasing consumers’ purchase intention. In today’s competitive world, service standards are considered a tool for enhancing customer trust and strengthening brand positioning. This study aims to examine the impact of service quality and brand communications on brand image and its role in purchase intention. The research method is descriptive-survey, and data were collected through questionnair from a statistical population of Samsung mobile phone user students in Tehran. Data analysis was conducted using structural equation modeling (SEM) with Smart PLS 3 and SPSS software. The findings indicate that service quality and brand communications have a significant positive impact on brand image. However, brand image does not directly influence purchase intention; instead, customer loyalty acts as a mediating factor between brand image and purchase intention. Based on the research results, companies can improve their brand image in customers’ minds by enhancing service quality and brand communications, leading to increased customer loyalty and purchase intention. These findings can be highly useful for developing marketing strategies and strengthening brand positioning in competitive markets. Future research is suggested to explore these relationships in other industries and geographic regions, as well as analyze cultural and social factors affecting customer loyalty.