NDLI: Consumers' perception of the internationalism effect on symbolic value: Brand prestige as a mediator

Content Provider	IEEE Xplore Digital Library
Author	Qiu Qi Yao Tang Zheng Qiu-ying Cao Hua-rui
Copyright Year	2012
Description	Author affiliation: Post-doctoral Station, Business School, University of International Business and Economics, China, 100029 (Qiu Qi) \|\| Management School, Tianjin Normal University, China, 300074 (Cao Hua-rui) \|\| School of Management, Beijing University of Chinese Medicine, China, 100029 (Zheng Qiu-ying) \|\| School of Economics and Management, Beihang University, China, 100091 (Yao Tang)
Abstract	Seeking symbolic value has become one of the most important reasons that drive the consumers choose brands. The study is intended to confirm the relationship between perceived brand internationalism, 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 perceived brand internationalism and perceived quality, perceived brand internationalism 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.
Starting Page	721
Ending Page	726
File Size	283640
Page Count	6
File Format	PDF
ISBN	9781467330152
ISSN	21551855
e-ISBN	9781467330145
DOI	10.1109/ICMSE.2012.6414258
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2012-09-20
Publisher Place	USA
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Economics symbolic value Brand management Loading Psychology Educational institutions Reliability brand prestige international brands perceived brand internationalism
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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