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Purpose: The strategic importance of brand identity management has been emphasized in the brand management literature, but studies that examine brand identity sub-components effects on customer resilience to negative information are very few. In this regard, this study aims to examine the effect of brand distinctiveness and prestige as sub-components of identity on young customers' loyalty and resilience to negative information through the mediating variable of brand attractiveness in the luxury electronics market. Design/methodology/approach: Using a structured questionnaire, data were collected. Based on a five-point Likert scale were asked of consumers and owners of electronic products (mobile phone, tablet and laptop) to indicate their level of disagreement and agreement with series of statements. After an analytic process, 422 valid questionnaires were obtained. The hypotheses were tested by using structural equation modeling. Findings: The results showed that brand prestige and distinctiveness have direct effect on brand attractiveness, which prestige had more influence than distinctiveness. The results indicated that brand loyalty was strongly affected by direct brand attractiveness, and that the effect of brand attractiveness on the resilience to negative information was not significant. Finally, the study results showed that resilience to negative information is affected by brand loyalty. Originality/value: This study is significant because it is one of the few studies that examines the effect of brand identity on brand attractiveness and consumers' extra-role behavior, which results in the development of branding literature in the field of luxury products. [ABSTRACT FROM AUTHOR]

Purpose |!|#8211; The main purpose of this study is to decompose the concept of country of origin (COO) and to investigate the influence of country of brand (COB) and country of manufacture (COM) on brand equity formation. Moreover, the secondary aim of this research is to examine the moderating role of product involvement. Design/methodology/approach |!|#8211; To accomplish this, a conceptual framework was designed and relationships between its constructs (COB image, COM image, brand equity dimensions, overall brand equity) were hypothesized. Data were collected from Iranian students who were the owners of selected brands of laptops and mobile phones. All hypotheses were tested using structural equation modeling (SEM) in LISREL. Findings |!|#8211; As a result of exploratory factor analysis, three factors, namely brand loyalty, perceived quality and brand association/awareness were introduced for the brand equity dimensions. Results indicated that unlike COM, COB has a direct and significant effect on brand loyalty and COB positively influences perceived quality and brand awareness or association. Brand loyalty has a positive and direct effect on the overall brand equity. The results also indicate the moderating effect of product involvement on relationships between COB and brand equity dimensions. Research limitations/implications |!|#8211; This study only investigates in the country of origin of the product. The effect of laptops and mobile phones from a student|!|#39;s point of view were not taken into consideration, which includes other controlled variables (e.g. income, gender) and moderating factors (e.g. product familiarity). Originality/value |!|#8211; This paper is important in order to identify the effect of brand equity formation from the point of view of young Iranian consumers. Product involvement effect is another important case in this research. [ABSTRACT FROM AUTHOR]