Roles of Brand Value Perception in the Development of Brand Credibility and Brand Prestige

Abstract

This study explores the functional roles of consumers’ perceived brand value on brand credibility and brand prestige and consequent positive effects on key brand relationship outcomes. The links were depicted in a conceptual model and empirically tested with structural equation modeling using 309 consumers in a coffeehouse setting. The results suggest that perceived utilitarian value shapes brand credibility, and perceived hedonic and social value enhance brand prestige. In turn, brand credibility and brand prestige had positive effects on brand trust. The effects of perceived social value on social image congruence and well-being were also confirmed. Suggestions are provided.