This study aims to empirically analyze the impact of each factor of country-of-origin image on brand choice behavior. Specifically, this study sought to conduct a cross-country comparison of country-of-origin images of automobiles from Korea, Japan, the United States, and Germany as perceived by Belgian consumers, to explore the underlying factors of country-of-origin image, and to analyze the influence of each underlying factor of country-of-origin image on consumers' purchase decisions. The results of the analysis revealed that the structure of country-of-origin image for foreign automobiles consists of functional factors and symbolic factors, and that the symbolic image factors are largely composed of a factor representing "social status and sophistication" and a factor representing openness. Regarding the influence on purchase decisions, both functional image factors and symbolic image factors were found to be statistically significant. These results suggest that not only the functional image of products but also their symbolic image plays an important role in overseas consumers' brand choice.