Performance Consequences of Brand Equity within Value Chain from Retailers Viewpoint (The Case of Study: Sepahan Oil Company)

In recent years, impact of brand equity on firm value has been confirmed in several studies. Brand equity is one of the assets that not only maintain the company value but it also only maintains the company value but it also is followed by their customers loyally. Brand equity creates value for all members of this study is the investigating of whether dimensions of brand equity have any effete on such Performance indices of company such assets and brand profitability. This study is an applied research by using descriptive - survey method for gathering data. Statistical population is oil change retailers in Tehran and 250retailer selected as a sample volume. Random cluster sampling method was used in twenty – two district in Tehran. Structural equation model (SEM) were used for data analysis. SPSS, lizrel and PLS were used for this analysis. The results showed that all relationships were confirmed except one.