Ebrahim Chirani - Assistant Professor in the department of Business Administration, Islamic Azad University, Rasht branch, Rasht, Iran
Shirin Talanki - MA student in Business Administration, Islamic Azad University, Rasht branch, Rasht, Iran

In this paper, the relationship between brand equity and service quality in the banking industry has been studied using the structural equation modeling (SEM), and the effect of variables of perceived value, and bank credibility as intermediary variables as well as the has been evaluated. To achieve this goal, a sample with size of 405 people of bank customers in the Gilan province were selected, and by questionnaire in the form of a descriptive method, the data was collected. Then, according to the presented model, the impact on the service quality on the brand equity and as well as intermediate variables, was evaluated. The results showed that it can be observed a significant and positive relationship between service quality and brand equity in the form of a causal model

perceived value, brand equity, bank credibility, Banking industry, Service quality