بررسي عوامل بر ارزش ويژه نام و نشان تجاري از ديدگاه مصرف كننده (با استفاده از مدل آكر)

Studying Effective Elements in Brand Equity From the Consumerʹs Perspective (Based on Aakerʹs Model)

In last two decades, Brand Equity from the views of businessmen and marketing researcherʹs take into consideration an important concept. Brand building requires many investments and manufacturers know that their brand is the source of power that can be gained in the market. Despite the researches done on the present issue, there is a lack of sufficient survey research. This research is conducted to study brand equity based on Aakerʹs model. The key question in this research is as follows: What are the main elements of Brand Equity from a customerʹs viewpoint, and how important is this in determining the customerʹs final assessment of brand equity. The results of this research show that loyalty has the most direct influence on brand equity and other elements, such as perceived quality, brand awareness and brand association, indirectly influence brand equity through loyalty.