The examination of relationships between personality dimensions & Brand equity and moderator role of Ethical Attributes

Today, many businesses are facing a crisis of confidence with rising of uncontrolled prices and unemployment. The businesses can reduce this mistrust by creating competitive advantage through brand personality and moral qualities in the market. Therefore, this research aims to address, first, the relationship between personality dimensions and brand equity at one level model, and then, the second-level model the role of Ethical Attributes moderating. The statistical population is to include all customers the Shahrvand chain store in Tehran. The required rate sample was determined 384 samples, initially using table "Krejcie and Morgan, and Then, required rate was calculated in each store, according to the five areas of Tehran and a number of stores in each region. Finally, we succeeded to collect 395 questionnaires and the data base was used for analysis. In order to analyze the questionnaire data and hypotheses test, this research has made use of tests of descriptive, R2 change and structural equation. The results show that, two dimensions of "dynamics and responsibility" have a significant effect on brand equity; and Ethical Attributes play a role moderating on relationship of Responsibility and Activity with Brand equity. But, only, it is significant on the relationship between Activity and Brand equity.