Nowadays with increasing competition among service organizations, they are looking for a way to differentiate their services. This requires emphasis on the necessity of applying brand as a source of competitive advantage and differentiation. This study seeks to answer the following question: “what is the impact of customer perceptions of the brand on customer loyalty, mediated by perceived value?” Theoretical formed model tests the relationships between the four main factors associated with the perception of brand equity (including brand image, company image, employee trust, and company trust) and value creation and customer loyalty. The model is

Keywords: service brand, service quality, perceived value, Customer Loyalty

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