Investigation of the Effect, Brand Equity on Consumer Response (Case Study: IRANOL Company Brand)

One of the most valuable assets of any company is it’s brand. A better value of brand in consumer mind, can lead to acquiring more benefits from the consumers. The purpose of this study is to investigate the effect of brand Equity on consumer response (Case study: IRANOL Company Brand).The measuring of IRANOL brand equity and investigating the relationship between it’s dimensions and the consumer responses, indicated that: 3 dimensions such as, Perceived quality, Brand awareness and Brand loyalty show a positive and significant relationship regarding both consumer responses. However, we didn’t find any relationship between brand associations and consumer responses. There is robust and significant positive relationship between brand equity and consumer responses. IRANOL ’s brand is only higher than average in terms of brand awareness. From the point of consumer view, the score of IRANOL ’s brand is less than average in other dimensions.