The purpose of this study is to investigate the gap between brand personality perception and advertising appeal; and analyzes the impact of the gap on purchase intention from the perspective of the benefits of brand personality. The results show that there are positive relationships between the gaps from functional and experimental benefits brand of personality and purchase intention. And there is negative relationship between the gap from sophistication symbolic benefit and purchase intention when the gap is below zero. Managerial implications for advertising strategy and brand personality are also discussed.