Evaluation the Factors Affecting on Brand Equity in Between Customers Sports Wear (Case Study: Brand Ali Daei)

One of the most valuable assets of any company is its name and its trademark.The most valuable name and brand in the minds of consumers, the company can acquire greater benefits to consumers. The special value of name and Brand is one of the assets which maintains the value of company and will follow the customer's loyalty. present research aimed to Evaluation the Factors Affecting on Brand Equity in Between Customers Sports Wear Brand Ali Daei in the summer of 2016 has been done. The required data for this study with available non-random sampling method from customers of Sports Wear Brand Ali Daei and is collected by questionnaire instrument. Given that the population size is unknown from Cochran formula is used in order to determine the sample size. The sample size of 384 is customers of Sports Wear Brand Ali Daei. This study, in terms of target, applicable and based on collection data, descriptive survey. As well as, from the Spss 16 and Lisrel 8.5 software’s different methods of descriptive and inferential statistics to analyze data and test hypotheses have been used. in this study It has been used David Aaker(1991) and Sasmita and Suki (2015) brand equity model. The independent variables of Conceptual model of this study is including: brand loyalty, brand awareness, Perceived quality, brand association, brand image and the dependent variable is brand equity. Provided results showing that brand loyalty variable has the most effect on brand equity and then respectively brand image, perceived quality, brand association and brand awareness variables effected on brand equity.