Although many studies have argued that the source of competitiveness has shifted from functional value to emotional value, a comparison of the effects remains inadequate. This study evaluated the influence of each brand image on corporate brand preference in the Japanese automobile industry. An online survey was conducted in Japan, targeting Toyota, Honda, and Nissan. The hypothesis is that emotional value, rather than functional value, contributes more to brand preference. As a result of

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... lized linear mixed models, emotional value contributed significantly to brand favor, and the hypothesis was upheld. Many emotional value images had a significant effect, while innovation had the greatest effect. It is more effective to give an emotional impression by using technology rather than communicating it. However, the functional value is never unnecessary. Regardless of how good the design is, if the safety performance is defective, the product will not be accepted by consumers.