Nowadays Brand equity is one of the key factors to create competitive advantage and success for banks. One of the major contributors towards building brand equity is advertising. Advertising influences brand equity in a number of ways. It thus become extremely important for the practicing manager to know how advertising frequency across different media mix elements influences brand equity for different groups of consumers. The purpose of this research is to explore the effects of media mix elements on customer-based brand equity and its dimensions for two separate groups of consumers- first time customers as against repeat customers. Studying method was descriptive and correlation and also data gathering device was questionnaire which its reliability and validity after designing were assessed. Sina bank customers in Tehran city were studying statistical population. Sample quantity was 420 people. In order to select samples, cluster sampling was used. We used the structural equation model (SEM) and SPSS and Amos Graphics 19.0 softwares for our analysis. The Results indicate that advertising frequency in all selected media has been positive effect on brand equity in every two groups of consumers. In addition results show that television is the best medium to influence repeat time customers and event sponsorship is the best medium to influence first time customers. Our research is limited by several factors that can be addressed in future research. Although this study should serve as a guide to brand managers, on the media mix elements that should be focused on to strengthen the dimensions of brand equity while positioning the brand to specific consumer group. Keywords: Brand equity, brand loyalty, brand awareness, brand association, perceived quality, media mix, first time customers, repeat time customers
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