Introduction: Of the main subject of marketing that has a deterministic role in brand literature from the view of consumers, is brand equity and brand personality. The brand special value is a collection of properties and commitments that is associated with the brand name and symbol and brand personality is customers image and description of an special brand that as a result the collected information of their experience of desired brand is formed. So the present study was performed for determining the mediating role of brand equity in the relation between brand personality and loyalty to it in central province sport clothing consumers.
Methodology: The present study is of applicative, descriptive and measuring type which was done through correlation test and with athletics method. The statistical society of the study was constituted from central province sport clothing consumer that its sample volume was determined through Spss sample power and with available clustering method and 570 person, filled the standard questionnaires of brand equity, brand personality and brand loyalty.
Results: The results of correlation test indicated that there is a positive relation between brand character and its factors with brand equity and between brand equity and its agents with brand loyalty. But structural equations model did not determined the mediatory role of brand equity in relation between brand character and brand loyalty in central province sport clothing consumers.
Discussion: The results of the present study includes the result that if brand personality increase, brand equity increase, too is consistent with the results of yen kordinal, walt and fiorence, dehghani soltani and colleagues researches. And it is thought that brand character has role in determining brand equity. But a book the result that in determining brand loyalty & personality, equity lacks effective role, is inconsistent with the results of Motmeni and colleages and Lean studies which different factors like statistical society, the consumers diagnostic nature and the kind of brands present in present study con be regarded as the conflict reason.