Investigating the Effect of Global Brand on Willingness to Pay More by Mediation of Brand Perceived Quality, Brand Image, and Brand Prestige

Globalization of markets makes it more important than ever to understand the preference of global brands rather than local brands by some consumers. Furthermore, global branding, in addition to its many advantages for companies, makes them capable of creating a better image for their goods and services. This study examines how global brand may influence consumers' tendency to pay more, as mediated by brand perceived quality, brand image, and brand prestige. To do so, a library study was accomplished which its results revealed that there is a direct and positive connection between global brand and brand image. In addition, it is determined that global brand indirectly affects the tendency to pay more by mediation of brand perceived quality, brand image, and brand prestige. Finally, the conceptual framework is provided based on conducted investigations.