“…Consumers' emotional relationships with them can also be formed from distinctive brand characteristics and symbols (Berry, 2000;Tong et al, 2018) as these can provide the potential for customer social recognition, expression, and the need for consumer status (Orth & De Marchi, 2007) because it can provide the potential of customer social recognition, expression, and the need for consumer status (Orth & De Marchi, 2007). Relationship benefits, including increased self-confidence, special treatment, and social benefits, are sought by customers in addition to financial benefits (Liao et al, 2023;Rungruangjit et al, 2023). Vigneron & Johnson (2004) state that symbolism value consists of consumer perceptions, signaling prestige, social expression, intrinsic value, unique, and hedonic values.…”