The aim of this study is to investigate the relationship between brand value congruence and purchase intention through customer participatory behavior and customer citizenship behavior, and by considering the extra-social relationships in Hyperme chain stores in Mashhad. This study is of an applied type from the perspective of the purpose and is classified as a quantitative research from the perspective of the nature of the research. Also, this study is of a descriptive-survey correlation type in terms of its instrument. The statistical population of this study is all customers of Hyperme chain stores in Mashhad. The statistical sampling method was non-random, and 384 people were considered as the sample size through the Cochran formula. The data collection tool in this study was a standard questionnaire, the content validity of which was approved by experts. Also, the reliability and validity of the questionnaire were measured using the Cronbach's alpha test, composite reliability, and convergent and divergent validity, and the results showed that all variables were approved. Statistical processing of data was done at the descriptive level with SPSS and at the inferential level using structural equations and SmartPLS 1.4 software. The findings from the research and inferential testing of hypotheses showed that there is a relationship between congruence with the expected value of the brand and purchase intention in HyperMe chain stores. There is a relationship between congruence with customer citizenship behavior and customer cooperative behavior in HyperMe chain stores. There is a relationship between cooperative behavior with the expected value of the brand and purchase intention in HyperMe chain stores. There is a relationship between customer citizenship behavior with the expected value of the brand and purchase intention in HyperMe chain stores. There is no relationship between congruence with customer citizenship behavior and customer cooperative behavior considering extra-social relationships in HyperMe chain stores.