摘要：One of the aspects of brand study is evaluate it from the perspective of customers, that according to customer’s subjective assessment of brand. Perceived quality, brand loyalty and brand awareness and brand associations which make up the main aspects. The purpose of this study was to investigate the factors influencing the monetary and non-monetary value of specific brand, with an emphasis on promotion and advertising spending and attitudes toward advertising. Questionnaire was used to measure the variables. After ensuring the reliability and validity of a questionnaire, it distributed among a sample of 228 customers of insurance in the Bushehr province. The results of this study showed that advertising and attitude towards advertising and also monetary and non-monetary promotions have positive and significant effect on the dimensions of brand equity. The results showed that the dimensions of brand equity have significant and positive impact on brand equity
