The effect of Country of Brand image on symbolic value: Brand prestige as a mediator

摘要

Seeking symbolic value has become one of the most significant motivations that drive the consumers make brand decisions. The study is intended to confirm the relationship between Country of Brand, brand prestige and symbolic value. Symbolic value includes three factors, such as prestige value, self-expressive value, and social expressive value. The survey was conducted in four mobile stores. In contrast to the general notion that there is only interaction between Country of Brand and perceived quality, Country of Brand was found to be positively related to the symbolic value in an international branding context which was mediated by brand prestige except social expressive value. The findings have managerial implications for marketing managers and limitations of the study have also been discussed.