This study analyzes the influence factors of brand equity and its impact on consumer buying decision in The Selected Branches of Mellat Bank in Bushehr City. Questionnaires were designed to measure variables of study. The samples were selected randomly. Also, SPSS and Amos software were used to analyze data and test hypotheses. The results indicate that buying decision of Melat costumers Influenced by Brand equity. Also, Brand equity influenced by Personnel and Place of distribution as marketing mix.
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Published by Human Resource Management Academic Research Society (www.hrmars.com)
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