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