Purpose – The main purpose of the article is to use controversial marketing strategy to build the brand personality through the mediation effect of brand reputation taking into consideration that the ethical practices is a must in the Egyptian market. additionally, studying the moderated-mediation role of both gender and age of Egyptian consumers. Design/methodology/approach – For a sample of 415 Egyptian consumers, a survey using a standardised questionnaire was undertaken using the electronic survey (google format). Additionally, descriptive analysis and a correlation analysis were carried out using SPSS V.28. Then, using Smart PLS V.3.2.9, a Partial Least Squares-Structural Equation Modelling (PLS-SEM) analysis was performed to assess the hypotheses driven from the study's research model. Theoretical support will enable deeper investigation into the idea of controversial marketing tactics that strengthen brand reputation and personality. The J. Aaker's brand personality scale was applied to meet these goals. Findings – Results revealed that ethical practices of controversial marketing strategy yielded a significant positive effect on brand reputation. Also, brand reputation yielded a significant positive effect on brand personality. On the contrast, ethical practices of controversial marketing strategy have no significant direct effect on brand personality. On the other hand, the mediation analysis yielded as significant positive indirect effect from ethical practices of controversial marketing strategy on brand personality by mediating brand reputation. Moreover, gender moderates the relationship from ethical practices of controversial marketing strategy to brand personality Also, gender moderates the relationship from ethical practices of controversial marketing strategy to brand reputation. Beside, age moderates the relationship from brand reputation to brand personality. Aside from, age moderates the relationship from ethical practices of controversial marketing strategy to brand personality. On the contrast, age does not moderate the relationship from ethical practices of controversial marketing strategy to brand reputation. Finally, these results confirm the moderated-mediation role of both gender and age. Originality/value – This article was carried out because few studies have examined the moderated mediation role of brand reputation on both ethical practices of controversial marketing and brand personality. Therefore, this study fills the gap in the existing literature and includes a discussion on the contributions, limitations as well as recommendations for future research.