Evaluation brand equity from the customer perspective Based on Aaker's Model (Case Study: Mellat Bank in Torbat-e-Jam)

Abstract

One of the most valuable assets of any company is its brand. Brand equity each year by the world's leading institutions in the various international brands measured. But the valuation is very important from the perspective of the customer. Because ultimately the success and sustainability of their clients in the group. The aim of this study was to evaluate the brand equity the bank from the customer perspective is based on the model acres. Purpose and method of research is descriptive in nature. Data collection instrument was a questionnaire. Alpha reliability and validity was confirmed by content. The results showed that all aspects of the model is Acker from the customer perspective more than average