Ali Sanayei - Department of Management, University of Isfahan, Isfahan, Iran
Ali Shaemi - Department of Management, University of Isfahan, Isfahan, Iran
Pari Ahadi - PhD Candidate, Department of Management, University of Isfahan, Isfahan, Iran

The aims of this paper are to measure the brand equity of service firms (banking industry) using a customer perspective, and to improve the conceptualization ofcustomer-based service brand equity. A pilot and a main study were conducted. This study used a sample of 761 actual customers from Branches of Sepah Bank in Iran.The findings in this study support the model of customer-based brand equity in service industry. From the interrelationships among the organization's presented brand, external brand communications, customer experience with organization, brandimage, brand awareness and perceived quality emerge brand association and brand loyalty and ultimately, brand equity. Finally, Partial least squares (PLS) modeling offers diagnostic information about a conceptual framework for understanding of customer-based brand equity in services

E-Banking, Brand Loyalty, Brand Association, Customer-Based Brand Equity