Clarifying the relationship between brand personality and persuasive advertising )

摘要: The brand personality is one of the concepts that can improve understanding brand-consumer relationship. A successful management requires building a distinct desirable and sustainable personality. However, few studies have focused on antecedents this concept.This research attempts to determine level traits alteration in case either three types processing relate central, transitional peripheral persuasive advertising.Relying literature review, basic were clarified conceptual model was proposed .It include (persuasive advertising attitude toward ad), consequences (attitude purchase intention) moderating variables (brand familiarity product involvement). An empirical study conducted among 1200 individuals representative Tlemcen city. results data analysis using MANOVA structural equation modeling confirm our main hypothesis as well others hypotheses.