Khosraviani, A: Marketing Mix and Its Influence on Hypermark

Brand equity has increased in importance and created the need to develop more complex measures than are now used. Customer-based brand equity evolved from brand equity and was based on customer's perceptions of brands. Using the marketing mix to predict customer-based brand equity (brand loyalty, brand awareness, perceived quality and brand association) was an essential goal of this study. Two instruments (Marketing Mix Scale and Customer-Based Brand Equity Scale) were combined and used in this study.