1 دانشجوی دکتری مدیریت گردشگری، دانشگاه علم و فرهنگ تهران، تهران، ایران
2 دانشیار گروه مدیریت جهانگردی،دانشگاه علامه طباطبائی
3 گروه مدیریت، دانشگاه پیام نور، صندوق پستی 3697-19395، تهران، ایران
4 گروه شیمی، دانشگاه پیام نور ،صندوق پستی 3697-19395، تهران، ایران
عنوان مقاله [English]
One of the most valuable assets of any company is its name and its trademark. The most valuable name and brand in the minds of consumers, the company can acquire greater benefits to consumers. The special value of name and Brand is one of the assets which maintains the value of company and will follow the customer's loyalty. The branding and brand management issue has hit many fans in the marketing world today. Many theorists, managers and researchers have named the future world of brand marketing management and branding activities. This study aimed evaluation the Factors Affecting Brand Equity from the Perspective of consumer on three branches of Akbar joojeh restaurant chain (Gorgan, Sari and Tehran) has been done in the Farvardin of 1394. The required data for this study with available non-random sampling method from customers of Akbar joojeh restaurants chain and is collected by questionnaire instrument. This study, in terms of target, applicable and based on collection data, descriptive survey. As well as, from the Spss 16 and Lisrel 8.5 software’s different methods of descriptive and inferential statistics to analyze data and test hypotheses have been used. It has been used David Aaker (1991) brand equity model in this study. The independent variables of Conceptual model of this study is including: brand loyalty, brand awareness, Perceived quality, brand association and the dependent variable is brand equity. Provided results showing that loyalty variable has the most effect on brand equity and then the conception of the quality, brand awareness and brand associations variables would be effected on brand equity.