Abstract
This paper aims to critique human personality as a theory, underpinning brand personality and to propose instead a theory from human perception, and by doing so, to identify universally relevant dimensions. The main purpose of the study is to determine the mediating role of brand communication in the relationship of corporate visual identity and brand personality. The study also focuses on the moderating role of brand equity on the relationship of brand communication and brand personality in the telecom industry of Pakistan. On the basis of available existing literature on the specified variables, six hypotheses are developed. Population of the study is the users of cellular service providers in Pakistan. The data is collected from 1536 users of cellular service providers in Pakistan, which are Mobilink, Telenor, Warid, Zong and Ufone. Cluster sampling technique is used to gather the data from the respondents. AMOS software is used for the hypothesis testing. Research findings reveal that corporate visual identity has a significant positive relationship with brand communication, and brand communication and has a significance positive relationship with brand personality. Findings of the study also reveal that brand communication significantly mediates the relationship between corporate visual identity and brand personality. Moreover, brand equity significantly moderates the relationship between brand communication and brand personality. This research study increases the body of literature and fills the academic gap. This will help the marketers and practitioners in devising their marketing strategies. Contribution of the study, research study limitations, and future research areas are also discussed in detail.

Rauza, Naveed Akhtar. (2019) Role of Corporate Visual Identity in Building Brand Personality: Mediating Role of Brand Communication and Moderating Role of Brand Equity, NUML International Journal of Business & Management, Volume 14, Issue 1.
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