In the present situation of turmoil in global markets, competition without having strategic planning and strategic management, time management and quality management will not be successful. On the other hand, having a strong brand, advertising and marketing, are other complementary factors. Today, strong brand and its values are the most important factors in marketing and consumer attraction. Thus, identifying those marketing activities that particularly improve the brand equity in enterprises

more »

... an be effective in successfulness of enterprises in the competitive environment. This study by emphasizing on the model of Aaker and Joachimsthaler, investigated the effects of services marketing mix (including: price, product, place, promotion, physical evidence, process, people) on the four dimensions of brand equity (including: perceived quality, brand loyalty, brand awareness and brand association). Required data was collected by using questionnaire was answered by customers of ten Etka chain stores of Tehran. To analyze the research model structural equation modeling (SEM) and regression test was used. The results show, high and strong reliability between service marketing mix and dimension of brand and the fitness indicators obtained for the research conceptual model show high reliability of the model for explaining the relationship between variables and key components.