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The most important factor in brand development and maintenance is creating loyalty in costumer’s views, attitudes and behaviors. In recent years making use of human metaphor and giving personality to the brand in various studies have been used. For this reason in this study, Hyperstar brand as one of the biggest private chains have been choosed for evaluating the impact of brand personality on attitudinal and behavioral loyalty. Population for this study consists of all the costumers of Hyperstar in Tehran. Necessary data was gathered with questionnaires with 23 questions from 120 respondents which were choosed with the method of convenience sampling. For testing the model the method of least partial squares and PLS Graph were used. The results showed that four dimensions of responsibility (β=0.212; t=2.49), activity (β=0,276; t=2.690), emotionality (β=0.223; t=3.204), aggressiveness (β=0.154; t=1.905) have impact on attitudinal loyalty, and attitudinal loyalty (β=0.777; t=12.415) on behavioral, but brand’s simplicity (β=0.125; t=1.618) have no impact on attitudinal loyalty. Furthermore from brand personality dimensions only activity (β=0.104; t=1.881) have impact on behavioral loyalty. Therefore it could be concluded that in the evaluation of the impact of brand personality on loyalty, it is better that attitudinal and behavioral loyalty be evaluated separately.

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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.

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Thedifferent brand personality has a vital and important role in the success of a brand and customers with different personalities prefer brands which have a proportionate and consistent personality with their personality. The fitness and alignment of the consumer personality and brand personality will lead to brand loyalty. Therefore the present study is aimed to assess the relationship between consumer personality traits, brand personality and brand loyalty. This is a descriptive survey study and a questionnaire is used to collect the data. Analysis of the results indicates the validity and reliability of the used questionnaire. The population of the present study consists of the consumers of the mobile phones in Tehran. For data analysis, the SPSS and LISREL software packages are used .Research findings showed that the consumers' personality traits have significant effect on the brand personality; brand personality has significant effect on the brand loyalty, and ultimately consumers' personality traits have significant effect on the brand loyalty in the mobile phone industry. In other words, all of the hypotheses are confirmed.