| Summary: | Brand personality has an important role in business success, enhancing perceived value, creating strong relation with costumer, loyalty and repurchase intention. Current research has investigated the effect of brand personality of Saman Insurance Company and its dimensions (based on Jenniffer Aaker’s brand personality model (consist of Sincerity, Excitement, Competence, Sophistication, and Ruggedness on perceived value and brand loyalty (consequences of brand personality) and their effects on repurchase intention of 267 people of Saman Insurance’s life insured in Tehran. For confirmatory factor analysis of variables, measurement models are used via LISREL software. Research hypotheses are tested by correlation and linear and multiple regression analysis in SPSS software. With regard to non-normal population, spearman correlation is used that results show significant and positive correlation between variables. Results gained from regression analysis show brand personality of Saman Insurance has a significant effect on perceived value and brand loyalty of life insured and also perceived value and brand loyalty has a significant effect on their repurchase intention. Results show that sincerity, competence, and ruggedness have effect on perceived value and sincerity, excitement, and competence have effect on brand loyalty. Brand competence has the most effect on life insured’s perceived value and brand loyalty.
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