Evaluation of Effectiveness Advertising on Brand Equity and Increasing Profitability by Using Aaker's Model (Case Study: Customer of Saman Bank In Kish Island)

Brand value is an important factor which affects the decision-making process of customers and is a means to measure the success of marketing efforts of companies. Many companies have realized that they should strong marketing communication and use the promotion activities such as advertising and sales promotion as a defensive shield to maintain their brand value in comparison to their competitors and to communicate with their customers and to reduce the risk of losing market share. So this research aims to evaluate the effective factors on the effectiveness of advertising. The sample included 384 customers of Saman Bankin Kish. A questionnaire was distributed among them with appropriate validity and reliability 0.94 in order to collect data. One-sample t-test and Friedman were used to analyze the data. The results showed thatadvertising influences the perceptual quality, loyalty, brand awareness and brand associations which reflects the influence of advertising on brand equity.