The present study examined the mediating role of brand equity in the the effectiveness of marketing activities on marketing performance in textile companies of Yazd province by four hypotheses. This is an applied descriptive survey whose the statistical population consisted of all managers (N=200) and customers (N= ∞) of textile factories in Yazd province. Given Morgan's table, the sample size of the managers and customers included 127 and 384, respectively. 140 managers and 400 customers were selected through simple random sampling so as to ensure the return of adequate questionnaires. The validity of this questionnaire was confirmed by the supervisor and its reliability was also examined and confirmed by Cronbach's alpha coefficient which was greater than 0.7. Data were analyzed using descriptive and inferential statistics using SPSS and smart PLS. The research hypotheses were examined through the structural equation model. The results showed that brand equity has a mediating role in the effectiveness of marketing activities on marketing performance in textile companies in Yazd province. In this regard, all research hypotheses were confirmed.
