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This article evaluates the relationships between the elements of the marketing mix and the creation of brand equity (BE), following a seminal conceptual framework in the marketing literature. The study is based on individual perceptions of 571 selected customers. These perceptions were collected in the context of an orientated top of mind comprising eight brands stores in Fortaleza. The results of the hypotheses tests, with the application of structural equation modeling, show that the elements of the marketing mix relate differently to the dimensions prior to the BE and that only the loyalty dimension is significant in the formation of stores brands. [ABSTRACT FROM AUTHOR]