Azarnoosh Ansari - Assistant professor of Management Department, University of Isfahan
Tara Naami - EMBA Graduate, University of Isfahan, Iran
Shermineh Ghalamkari - PhD. Student of Shakhes Pajouh Institute

Brand equity is considered as a fundamental concept of digital world business setting so that influences marketing strategies considerably. In addition, service sector’s share in GrossDomestic Production (GDP) of developed countries shows significant dependency of economy of these countries on service sector of business. This study investigates factors influence brand equity according to Aaker’s model. A considerable portion of Iranian population includesjuvenile ages and they are to obtain more effective training and education services in order to gain better social position in the future. So, educational institutions care about brand equity of their services. Data are gathered using questionnaires through random sampling in this study andthe analysis of them is performed by regression analysis (RA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) with computer softwares of SPSS, LISREL, and PLS.

Service Brand Equity, E-services, Structural Equations Modeling