Measuring of efficiency Brand equity using the hybrid model SEM-DEA: A case study automobile brand in the the city of Isfahan

The aim of this study was to investigate the relationship between brand equity and efficiency of different brands of cars, the thereby revealing the performance car brand equity, domestic producers are able to position their products as compared to other competitors in the promotion of brand take steps to make.Keywords: brand equity, loyalty, data envelopment analysis and structural equation modeling. The purpose of this study applied descriptive - survey based on structural equation model (SEM) and the DEA. The study consists of 23 consumers use the automobile in the city. Data analysis using software SPSS18, AMOS18 and DEA Solver done. Questionnaire using Cronbach's alpha coefficient equal to 0.85 and the validity was confirmed by content validity and confirmatory factor analysis. Results showed that brand awareness, perceived quality and brand association and brand loyalty influence and brand loyalty and, in turn, is affecting the brand equity.The significance of the relationship between research and confirm the model, performance, brand equity was measured using data envelopment analysis. The results show that DEA Solver Software first and second phases are in possession of the Mazda 3 brand equity is more efficient than other brands.