Evaluate the Factors Affecting Brand Equity from the Perspective of Customers Using Aaker's Model

Abstract

Customers and brands are the two most important intangible assets of any organization. Ahead research as evaluate the factors affecting brand equity from the perspective of customers using Aaker's model (Case study: Iran insurance organizations customers, Tonekabon Branch). A descriptive - survey study that aims to determine the effect of marketing mix elements (Price, store image, distribution intensity, advertising , price promotion and family) from the Perspective of customers, the loyalty and then brand equity from the impact path the other dimensions CBBE.(Brand awareness, perceived quality of brand, brand image and brand associations). In order to analyze data from 382 questionnaires collected, with the help from the structural equation modeling software was used Lisrel to test this 24 hypothesis. Research findings indicate that: • Selected Marketing elements other than price promotion are effective on CBBE dimensions. • from the brand equity dimensions ,in order to the brand loyalty, brand image, perceived quality of the
brand and brand awareness the positive and significant impact on brand equity. • The positive impact of brand associations on brand equity is unmeaning. Key words: Brand, Brand equity, CBBE, SEM