Factors influencing brand equity in the age of electronic services (Case of: Educational services of Safir Institute)

Brand equity is considered as a fundamental concept of digital world business setting so that influences marketing strategies considerably. In addition, service sector´s share in Gross Domestic Production (GDP) of developed countries shows significant dependency of economy of these countries on service sector of business. This study investigates factors influence brand equity according to Aaker´s model. A considerable portion of Iranian population includes juvenile ages and they are to obtain more effective training and education services in order to gain better social position in the future. So, educational institutions care about brand equity of their services. Data are gathered using questionnaires through random sampling in this study and the analysis of them is performed by regression analysis (RA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) with computer softwares of SPSS, LISREL, and PLS.