Determination, Evaluation and Prioritization components of brand equity model by combining multi-criteria decision-making methods and fuzzy screening

The aim of this study is to identify the factors that form brand equity and determine the weight and rank of each factors in terms of importance and effectiveness. The Indexes of this study have been derived from Aaker model and sub-indices have been achieved by refering to the experts of insurance management branding in Tehran and  related literature.The statistic sample of the present research contains of 237 persons including those who work in each branch of insurance companies like managers, experts and  also their customers.The main factors that create brand equity have been identified by using Fuzzy screening and relation types. The weight and rank of each variable respectively detected by using DEMATEL, ANP and VIKOR approaches. Data analysis indicated that customer awareness of the brand and the perceived quality respectively has the highest and the lowest priority among the detected indices and between sub-indices, awareness of the offered services by the desired brand and the customer's belief about the uniqueness of the brand   have the highest priority.