Investigation of the mediator role of brand equity in brand image and successful customer relationship in five star hotels

Branding and brand management in the marketing world today has many fans. Make a strong brand is a goal for many organization. successful brands leads to increasing the trust in goods and services and enable customers to consider and Identification of their services. in service sector، Brands as a quick way to identify and differentiate themselves and create an image in the minds of their customers. Among the tangible aspects of a product or service، brand image is the most important thing to focus its marketing strategies، and they tend to highlight it in order to this، The service tries to communicate with their customers and the impact on customer perception of service they received، and make a desired image in the mind of the customer. The purpose of this article is to identifying the Intermediate role of brand equity in brand image and successful customer relationship. This study، based on aim، is an applicable research، and based on data collection method، it is a descriptive research. The using data was gathered by stable and reliable questionnaire from sample. Also، considering its data analysis method، it is a structural equation based research using PLS software. In this study the indirect effect of successful customer relationship on brand image was more than its direct effect and show the importance of brand equity in brand image improvement.