چكيده به لاتين
In this thesis, we discuss on the mediating role of customer satisfaction on the relationship between Brand Identity and Brand Equity of Pars Ertebat Afzar. This thesis is based on practical purpose, with the descriptive method of data gathering, by the use of quantitative data gathered through questionnaire. The statistical society of this thesis is Pars Ertebat Afzar customers. The questionnaires have been distributed among them and 254 questionnaires have been collected and analyzed. The construct validity has been studied using confirmatory factor analysis and the Cronbach's alpha factor more than 70% for different constructs of the questionnaires confirmed its Reliability. Hypothesis testing was done using Structural Equation Model, SEM. The results verify the impact of Brand Identity on Brand Equity and customer satisfaction. Also, the impact of customer satisfaction on the BRAND EQUITY seems remarkable. And finally, the mediating role of customer satisfaction on the relationship between Brand Identity and Brand Equity was confirmed.
Keywords: Brand Identity, Brand Equity, Brand Associations, customer satisfaction, Brand Loyalty
