The role of brand personality in shaping brand equity

Since brand equity is very helpful in developing business strategies and in long term leads to profitability of organizations, it is very crucial to recognize the impact of brand personality on brand equity from customers perspective. But due to lack of evidence related to the impact of brand personality on brand equity, with respect to literature and previous studies, we used concepts like brand trust and brand attitude as intermediate variables in a non-direct relation between brand personality and brand equity. Statistical sample for this study were 384 individual costumers of one of country's most admired telecommunication operators. questionnaire was used for gathering data and PLS method was used to examine hypotheses in 'Smart PLS 2' software. The results suggest a positive and significant but non-direct relation between brand personality and brand equity, and also support direct and significant impact of brand trust and brand attitude variables on brand equity.