In this research, the relationship between Television Advertising, brand equity, and brand identity and personality is investigated. The aim of the article is to examine the effect of Television Advertising on brand equity through brand identity and personality among customers of Parjak Hygiene and Cosmetic in Tehran. The research method is a descriptive survey. The statistical population consists of customers of Parjak Hygiene and Cosmetic. The sample included 384 customers, which were selected randomly. Data have been collected by a researcher-developed questionnaire and sampling has been done through census and analyzed using SPSS and lisrel software. The validity of the instrument was achieved through content validity and the reliability through Cronbach's Alpha. The results of hypothesis testing indicate that there is a significant relationship between Television Advertising, brand equity, and brand identity and personality. The study is significant in that it draws attention to the effects of Television Advertising on brand equity. The study shows that Television Advertising generally increases brand equity, and also assesses the influence of Mediating variables on brand equity building, such as the brand identity and personality.
Television Advertising, brand equity, brand identity, brand personality
