The effect of brand personality and brand knowledge on brand equity by taking verbal advertising

The Purpose of this study was to The effect of brand personality and brand knowledge on brand equity by taking verbal advertising. The research method used was descriptive and correlational and just a survey. In the present study to determine the content validity of the questionnaire was used specialists and management experts. The statistical population of the study included branches of the bank customers a premium in Tehran Pasargad Iran and for sampling sampling method used is relative category After determining the number assigned to each class, randomly between a number of (104 customers) were determined. To achieve the objectives of the questionnaire 93 with 3 areas. Data statistical methods of structural equation modeling software Spss confirmatory analysis was performed. The results showed that there is a significant impact between brand personality, brand knowledge, a verbal advertising. there is a significant impact between verbal advertising and brand equity. there is a significant impact between Advertising verbal and dimensions of brand personality and brand equity & also between Verbal advertising and brand knowledge and brand equity.