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The purpose of this paper is to examine the effects of country-of-origin (COO) image on brand attitude and brand loyalty of Generation Y’s consumers toward two categories of luxury fashion brands.

First, a structural equation modeling method was employed based on data collected from 419 individuals born between 1977 and 1994 in Iran. In next steps, analysis was conducted using hierarchical regression analysis with a two-way interaction and a slope analysis. Watches and sunglasses are two luxury product categories chosen in this study.

The findings of the study reveal that consumers’ perception from COO technology advancement is the determinant of attitude toward luxury brands. COO technology advancement also, mediated by brand attitude, has an indirect positive effect on luxury brand loyalty. Moreover, the interaction between COO technology advancement and product-origin congruency has a significant and positive effect on consumers’ brand attitude.

This study has tried to investigate the impact of the constructs of the COO image on attitude and loyalty toward luxury brands in Generation Y. It has also dealt with the effect of product-origin congruency on the relationship between each one of the constructs of the COO image and brand attitude.

The purpose of this paper is to examine how the moderating effect of restaurant type (fast food versus casual dining) affects the Generation Y’s customers’ reaction to reward time redemption (immediate versus delayed) and reward type (economic versus social).

A 2 × 2 × 2 full-factorial, randomized, between-subject experimental design is conducted to test the research framework. The treatment groups are different from each other by manipulating reward type, reward timing and restaurant type through eight different scenario exposures.

The findings of the study reveal that the loyalty is significantly higher for immediate than delayed rewards in the both examined restaurant segments. In the casual dining restaurant segment, the effect of rewards increases for social rewards more than economic ones. On the other hand, for fast food restaurant context, there is no difference in the effect of reward type, whether they are economic or social.

Due to the limitations of fine dining restaurants in Iran, the present study consists of only two types of restaurants (fast food vs casual dining).

This study aims to contribute towards the understanding how restaurant type (fast food versus casual dining) affects the impact of restaurant reward programs on the loyalty of Generation Y’s customers.

The purpose of this paper is to examine the effects of functional (perceived quality) and symbolic (personality congruence, user imagery congruence, brand prestige and brand tribalism) brand associations in attitude and brand loyalty of Generation Y’s consumers towards two categories of luxury fashion brands.

A structural equation modeling method is employed in this research based on data collected from 450 individuals born between 1977 and 1994 in Iran. Watches and sunglasses are two luxury product categories chosen in this study.

The findings of the study reveal that perceived quality is the better predictor of brand attitude and brand loyalty. Personality congruence (mediated by perceived brand quality), brand prestige (mediated by perceived brand quality and brand attitude) and brand tribalism (mediated by brand attitude) have an indirect positive effect on brand loyalty.

Due to the historical delay in the entrance and publicity of modern information and communication technologies in Iran compared with the western societies, the studied generation in this paper might not be completely conformed to the mentioned characteristics of Generation Y in terms of using media.

This study combines consumer-based and community approaches of creation and management of brand to examine loyalty towards luxury fashion brands in Generation Y’s consumers as an attractive segment for luxury brands.