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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 that consumers` affection toward a brand and its country of origin has significant influence on consumers` loyalty and subsequently their loyalty level could affect brand value.Results also showed that there was no significant relation between consumer` 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. DOI: 10.5901/mjss.2016.v7n2s2p164

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