Study the Role of Customer-Based Brand Equity in the Brand Personality Effect on Purchase Intention

Abstract

In the Brand literature, few studies especially in Iran investigated the brand functions and business success. Hence, this study aims to provide the desirable model to creation and developing a deeper insight into the role of brand equity in the relationship between brand personality and customers purchase intention. The study statistical population consists of the whole Mellat Bank customers in Qazvin province, which used a questionnaire to collect data from them. In addition to, four hypotheses were announced and tested using structural equation modeling techniques. Research findings show the significant and positive effects of the brand personality on brand equity and purchase intention. Likewise, the results revealed that brand equity has a positive influence on customers' purchase intention and has a positive mediator role for the other two variables. According to the results of study, it is recommended to organizations and those marketing managers to take action to create a positive brand personality until make differentiation in customers minds compared to other brands and enhance brand equity and achieved to the comprehensive understanding of consumer behavior.