By considering the importance of BRAND equity, recognition of effective factors on formation of that can help organization on finding a good strategy in their business. Since BRAND equity can lead to high profits in long term, so exploring the effects of BRAND PERSONALITY and corporate reputation on BRAND equity from consumer’s viewpoint has remarkable importance. This research used 212 questionnaires of the mobile communication service providers customers’ opinions to achieve this goal. For analyzing the data, factor analysis with structural equation modeling (SEM) were conducted. Results indicate four dimensions for BRAND PERSONALITY and three dimensions for BRAND equity. Research results show that BRAND PERSONALITY and corporate reputation have direct effects on BRAND equity dimensions and also results supports the moderating role of BRAND equity dimensions. Therefore services institutions should consider to create and maintain appropriate BRAND PERSONALITY by focusing on communication and access to the effective public relations, also through promotions and advertising extend own corporate reputation and exert positive impact on consumers BRAND loyalty.

As a matter of fact, nowadays Due to the increasing rate of competition between companies and organizations, high level of customer and consumers’ expectations, increased cost of advertising and investment, the concept of "BRAND PERSONALITY and all impressive factors affecting that concept", have been considered noticeably. This paper is determined to consider "Human PERSONALITY" as the most important factors affecting BRAND PERSONALITY. Hence, this study has an applied aim and follows an experimental method and its purpose is to identify the relationship between “BRAND PERSONALITY” and “Customer PERSONALITY”. This designed research model is based on a mixture of Aaker's BRAND PERSONALITY (1997) and Ekelund’s customer PERSONALITY (2008). Content validity and structure of research questionnaires. In order to analyze data derived from questionnaires, proportional to statistical needs Statistical Package for the Social Sciences software (Smart PLS) is used. The hypothesizes of this study is about the existence of any significant relationships between “Customer PERSONALITY” and “BRAND PERSONALITY”. In regard to the result of all data analysis, all of the hypothesizes except one is approved the main idea of this study. It means the way that people perceived BRANDs is mainly based on the type of their opinions, beliefs and personalities.

BRAND loyalty is driven by share, comments, online review, like, and dislike on the social media platform of specific BRANDs. The study empirically assessed with the influence of the dimensions of BRAND's PERSONALITY as a moderator on SMBC and BRAND loyalty among customers’ popular fashion BRANDs. The Aaker BRAND PERSONALITY Scale used to measure the PERSONALITY of fashion BRANDs. Online BRAND PERSONALITY can exist in the same way as offline BRANDs. This means that social media has BRAND personalities, and these can influence consumer perceptions in different ways. This research utilized a quantitative approach in which questionnaires was distributed to SMBC users as the research population. The research was performed Structural Equation Modeling using IBM SPSS Statistics 23 software and Smart PLS 3.2.9 to analyze the data. The findings were help BRANDs to make marketing plans to influence any type of unsatisfactory situations.

BRAND love is a central concept in the consumer-BRAND relationship domain. BRAND managers tend to create more lovable BRANDs. However, the importance of this concept is not frequently discussed in marketing literature. Furthermore, the impact of BRAND PERSONALITY and BRAND image on BRAND love has not been investigated in any empirical research; so this study aims to examine the effects of three self-congruity constructs: the BRANDs PERSONALITY congruity (BPC), the BRAND’ s user imagery congruity and the BRAND’ s usage imagery Congruity, in consumers’ attitude and BRAND loyalty and BRAND love, and finally the effect of this three factor on word of mouth. Data were collected using a survey method and usable Questionnaires were completed by 200 HYUNDAI owners in Yazd. Structural Equation Modeling was used to test the Hypotheses using LISREL 8. 72. This study finds that BRAND PERSONALITY and usage imagery congruity are stronger predictors for BRAND Attitude and BRAND loyalty than user imagery congruity in the context of the automobile BRAND tested.

In today's business, BRANDs are considered as a valuable asset for companies so having the loyal customers to the BRAND is the main goal of many companies. The aim of this study was to investigate the impact of BRAND PERSONALITY on BRAND involvement and BRAND loyalty. In addition, the role of BRAND involvement as a mediator in the relationship between the BRAND PERSONALITY and loyalty was investigated. Hypotheses were examined by using the structural equation modeling. Survey data collected from mobile customers in Isfahan and cluster method was used for sampling. Totally 452 valid questionnaires were used for data analysis. The results of the analysis showed that the BRAND PERSONALITY has an impact on BRAND involvement and BRAND involvement an impact on BRAND loyalty. The direct impact of BRAND PERSONALITY on BRAND loyalty was rejected. Based on last hypothesis testing, the indirect effect of BRAND PERSONALITY on BRAND loyalty through BRAND involvement was confirmed.

The Importance of BRAND and its impact on sales of products and services is growing increasingly. On the other hand, awareness of BRAND PERSONALITY and its dimensions also are important for all institutions. Therefore the present study identifies the BRAND PERSONALITY dimensions by considering the impact of BRAND PERSONALITY on satisfaction, value perception, and trust and BRAND loyalty.212 questionnaires from IRANCELL customers were gathered. For analyzing the data, factor analysis with structural equation modeling (SEM) were conducted. Results indicate four factors for IRANCELL BRAND PERSONALITY. Results also show a significant and positive effect of BRAND PERSONALITY on Satisfaction and perceived value and a significant and positive effect of satisfaction on trust and loyalty, and finally indicate positive effect of perceived value on satisfaction and customer loyalty. Since the communication has vital role in creating and maintaining BRAND PERSONALITY, therefore service institutions should, create and maintain its appropriate BRAND PERSONALITY by focusing on communication and access to the effective public relations.

The aim of this research is answer the key question of what is the extent to prediction of customer loyalty to a BRAND toward effectiveness model of the big five personalities and also BRAND PERSONALITY perceived. Statistical society of the present research is the customers of Iran insurance companies of Guilan Province. 377 questionnaires in sample taking mode were distributed. It is worth noting that the hypothesis testing of research is taken utilizing the partial least square (PLS) as well as exploiting of statistical analysis software. The results indicate the meaningful impact of every five dimensions of customer`s PERSONALITY specifications (flexibility, conscientiousness, extroversion and agreeableness, neurotic) on one of dimensions per ceiled for the BRAND minimally (charming, competency and anxiety) and therefore each one of dimensions perceived for the BRAND has also meaningful impact on BRAND loyalty.