The Relative Contribution of Brand Love and Country Image towards the Formation of Brand Equity

Abstract

The purpose of this study is providing a model to determine the way brand love and country of origin image(CoI) affect the formation of brand equity in the automotive industry in Iran. The most important finding of this study was thatconsumer affection toward a brand and its country of origin has significant influence onconsumer loyalty and subsequently their loyalty level could affect brand value.Results also showed that there was no significant relation betweenconsume cognition of a country characteristics and their attitudinal loyalty. The findings can advance our understandings of brand love and CoI phenomena and provide guidance for international marketers and traders to manage country and brand related information more effectively.