Ahmad Rajabi Khasevani - Management Department, Islamic Azad University, Tabriz Branch, Tabriz, Iran

One of the major objectives of marketing research is to assess the strength of brand equity. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the companies to create core competencies and build strong brand experience that will impact the consumer decision making process. The aim of this study is to find out the indirect relationship amongst the perceived quality, brand loyalty and image on brand equity. In this study, a sum of 95 usable questionnaires were gathered. The result indicates a mediating relationship amongst the perceived quality, brand loyalty and image on brand equity. Finally, based on this research, offer recommendations and suggestions for business companies.

Perceived Quality, Brand Loyalty, Brand Image, Brand Equity