An Examination of the Relationship between Services Marketing Mix and Brand Equity Dimensions

AbstractIn today's competitive world, brands are tools for promoting adding values to products and also are one of the most valuable assets of an enterprise. Brand aid create value for customers and organizations, and illustrate reasons why of paying more for purchasing goods or services. This survey research with emphasis on Aaker and Joachimsthaler (2000), investigates the effects of services marketing mix (including: price, product, place, advertising, physical evidence, process and people) on four dimensions of brand equity dimensions (including: perceived quality, brand loyalty, brand awareness and brand association). The research method is based on descriptive and correlation. Also required data has been gathered via a probabilistic approach from chain stores in Tehran city by a valid questionnaire. Using appropriate statistical tests data has been analyzed and then test results has been presented for concluding remarks. Results of this research paper demonstrated the strong positive and meaningful relationship between brand equity dimensions and services marketing mix in chain stores