if you want to do it in sql, you need to use dynamic sql
declare @r1 as varchar (5),@sql nvarchar(1000),@params nvarchar(500)
set @r1='Title'
set @params ='@r varchar(5)'
set @sql = 'select name as ' + @r1 + ' from customer'
EXEC sp_executesql @sql,@params,@r1
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SQL Server MVP
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