Abstract: How functional attributes, brand personality and brand equity affect consumers' purchase intention were examined, with survey data for two car brands "Passat" and "Mazda 6". Participants were 1 440 family car consumers across 7 cities in China. Results based on structural equation model suggest that:(1)functional attributes have positive effects on brand equity;(2)the effects of functional attributes and brand personality on purchase intention are mediated by brand equity;(3)brand equity has positive effects on purchase intention;(4)the influence of brand personality on brand equity varies with different brands.