Exploring the Relationship between Mental Image of the Country of the Origin and the Brand Value

In this research the impact of mental picture of the country of the origin on the brand value is explored from consumers’ perspective. In this research, factors such as brand, brand power, the image of the country of origin were taken into account as effective factors on brand value. The research method, with regard to descriptive data collection, is considered as survey and applied research. In order to collect the data required for examining the research hypotheses, questionnaires (primary resources) as well as books, articles, theses and data bases were used as secondary resource. The data collected from the questionnaire were first put into SPSS software for descriptive statistics and Lisrel software was used for inferential statistics and extract confirmatory factor analysis model and structural model were used. The statistical population of the present research includes all consumers of Apple, Samsung and Sony Erixon mobile phones in Tehran city and the sample population were 384 samples with regard to the time limits and research tools. This research was conducted by stating the this problem that how the image of country of origin, awareness of brand and brand value are related. The results of data analysis confirmed the positive and direct effect of these components. As the t obtained for each of these components is positive, it can be more clearly claimed that the impact of each component is positive.