Organizations like banks with the ability to develop an understanding of and capability in

In the Brand literature, few studies especially in Iran investigated the brand functions and business success. Hence, this study aims to provide the desirable model to creation and developing a deeper insight into the role of brand equity in the relationship between brand personality and customers purchase intention. The study statistical population consists of the whole Mellat Bank customers in Qazvin province, which used a questionnaire to collect data from them. In addition to, four hypotheses were announced and tested using structural equation modeling techniques. Research findings show the significant and positive effects of the brand personality on brand equity and purchase intention. Likewise, the results revealed that brand equity has a positive influence on customers' purchase intention and has a positive mediator role for the other two variables. According to the results of study, it is recommended to organizations and those marketing managers to take action to create a positive brand personality until make differentiation in customers minds compared to other brands and enhance brand equity and achieved to the comprehensive understanding of consumer behavior. This study to focuses on the new approach of brands role in the customer purchase process and represent of desirable model in order to customer intention survey can have a major contribution in applications marketing management.

n the era of ultra-competitiveness, organizations are faced with new challenges which require special attention to develop and strengthen the market orientation skills, and this is done through the basics of organizational knowledge and intellectual capital. Therefore, this study aims to investigate the effect of intellectual capital and knowledge sharing on market orientation. This is a descriptive-survey which was administered in a field method. The statistical population in this study consisted of all employees working for the Lorestan insurance companies [N=121]. Due to the limited number of the population, data were collected by the census method with the help of questionnaires. Four hypotheses were presented and tested by the partial least squares method using the Smart PLS software. The results indicate that intellectual capital has a positive and significant effect on market orientation through knowledge sharing. Moreover, the positive effects of intellectual capital on market orientation, intellectual capital on knowledge sharing, and knowledge sharing on market orientation were approved.   Keywords: Intellectual capital, Knowledge sharing, Market orientation, Insurance companies.

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