Abstract
Consumers act differently in choosing brands. Some like certain brands but some do not. A major reason is the design of products made by brands and the quality of experience. In general, companies can differentiate their products from competitors by focusing on physical features such as taste, design, and non-physical features such as price, brand, and country of origin. this research investigates design perception including (five design perceptual dimensions, namely visual, functional, kinesthetic, interface and information) and its effects on brand equity and experience. User expertise was considered as a mediating variable. Partial least squares path modeling (PLS) was used to test the research model. Samples were randomly collected from GLX smartphone phone consumers, and 367 samples included in this research. The reliability and validity of the questionnaire were evaluated using Cronbach's alpha coefficient, combined reliability, divergent validity and confirmatory analysis. The results showed an acceptable reliability and validity. Pearson correlation coefficient and PLS software were used to analyze the data. The outcomes showed that design perception positively and significantly affects the experimental value and brand equity and experimental value positively affect brand equity. Finally, moderating user expertise's vivacious and significant role in the relationship between design perception and the experimental value confirmed.
Keywords:
Design perception, Experimental value, Brand equity, Brand awareness, User expertise, Brand associations.How to Cite
Karampour, A., & Ahmadinejad, B. (2020). How Attribute-Based Design Perceptions and Consumer-Brand Relationship Affected on Brand Equity?. Journal of Contemporary Research in Business, Economics and Finance, 2(3), 61–70. https://doi.org/10.33094/26410265.2020.23.61.70
References
Aaker, D. A. (1992). Managing brand equity: Capitalizing on the value of a brand. The Journal of Marketing, 56(2), 125-134.
Aaker, D. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120. Available at: https://doi.org/10.2307/41165845.
Aaker, D. A., & Biel, A. L. (1993). Brand equity and advertising: An overview. Hillsdale, NJ: Lawrence Erlbaum Associates.
Atilgan, E., Aksoy, S., & Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237-248. Available at: https://doi.org/10.1108/02634500510597283.
Bagdare, S., & Jain, R. (2013). Measuring retail customer experience. International Journal of Retail & Distribution Management, 41(10), 790-804. Available at: https://doi.org/10.1108/ijrdm-08-2012-0084.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68. Available at: https://doi.org/10.1509/jmkg.73.3.52.
Buil, I., De Chernatony, L., & Martínez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122. Available at: https://doi.org/10.1016/j.jbusres.2011.07.030.
Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information Systems Research, 14(2), 189-217. Available at: https://doi.org/10.1287/isre.14.2.189.16018.
Choi, K.-S., Cho, W.-H., Lee, S., Lee, H., & Kim, C. (2004). The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A South Korean study. Journal of Business Research, 57(8), 913-921. Available at: https://doi.org/10.1016/s0148-2963(02)00293-x.
Davcik, N., da Silva, R. V., & Hair, J. (2015). Towards a unified theory of brand equity: Conceptualizations, taxonomy and avenues for future research. Journal of Product and Brand Management, 24(1), 3-17. Available at: https://doi.org/10.1108/jpbm-01-2015-0797.
Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1(3), 24-33.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. Available at: https://doi.org/10.1177/002224378101800104.
Frow, P., & Payne, A. (2007). Towards the ‘perfect’customer experience. Journal of Brand Management, 15(2), 89-101.
Gefen, D., & Straub, D. (2005). A practical guide to factorial validity using PLS-Graph: Tutorial and annotated example. Communications of the Association for Information systems, 16(1), 5.
Hansen, F., & Christensen, L. B. (2003). Branding and advertising. Copenhagen: Business School Press DK.
Hekkert, P., & Leder, H. (2008). Product aesthetics Product experience (pp. 259-285). San Diego: Elsevier.
Johansson, J. (2007). Working with events to build destination brand identity. Goeteborg University, Master Thesis.
Jung, H. S., Kim, K. H., & Lee, C. H. (2014). Influences of perceived product innovation upon usage behavior for MMORPG: Product capability, technology capability, and user centered design. Journal of Business Research, 67(10), 2171-2178. Available at: https://doi.org/10.1016/j.jbusres.2014.04.027.
Kasper, H., Strepp, Y., & Terblanche, N. (2005). An exploratory qualitative study of brand associations as a means for brand extensions: Part 1: Management. South African Journal of Economic and Management Sciences, 8(3), 272-286. Available at: https://doi.org/10.4102/sajems.v8i3.1205.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. Available at: https://doi.org/10.1177/002224299305700101.
Keller, K. L. (2007). Advertising and brand equity. Los Angeles: Sage Publications.
Kiska, J. (2002). Customer experience management. CMA Magazine, 76(7), 28-28.
Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing management 14/e. London: Pearson.
Kumar, M., & Noble, C. H. (2016). Beyond form and function: Why do consumers value product design? Journal of Business Research, 69(2), 613-620.
Lee, J.-S., & Back, K.-J. (2010). Reexamination of attendee-based brand equity. Tourism Management, 31(3), 395-401. Available at: https://doi.org/10.1016/j.tourman.2009.04.006.
Lin, C.-H., Sher, P. J., & Shih, H.-Y. (2005). Past progress and future directions in conceptualizing customer perceived value. International Journal of Service Industry Management, 16(4), 318-336. Available at: https://doi.org/10.1108/09564230510613988.
Luchs, M., & Swan, K. S. (2011). Perspective: The emergence of product design as a field of marketing inquiry. Journal of Product Innovation Management, 28(3), 327-345. Available at: https://doi.org/10.1111/j.1540-5885.2011.00801.x.
Mahajan, A., Alloul, H., Collin, G., & Marucco, J. (1994). 89 Y NMR probe of Zn induced local moments in YBa 2 (Cu 1-y Zn y) 3 O 6+ x. PhRvL, 72(19), 3100-3103. Available at: https://doi.org/10.1103/physrevlett.72.3100.
Manuel, M., Iglesias, C., Donnet, M., Leroy, F., Heckman, C., & Zytnicki, D. (2009). Fast kinetics, high-frequency oscillations, and subprimary firing range in adult mouse spinal motoneurons. Journal of Neuroscience, 29(36), 11246-11256. Available at: https://doi.org/10.1523/jneurosci.3260-09.2009.
Marques, C., da Silva, R. V., Davcik, N. S., & Faria, R. T. (2020). The role of brand equity in a new rebranding strategy of a private label brand. Journal of Business Research, 117, 497-507. Available at: https://doi.org/10.1016/j.jbusres.2020.06.022.
Mishra, A. (2016). Attribute-based design perceptions and consumer-brand relationship: Role of user expertise. Journal of Business Research, 69(12), 5983-5992. Available at: https://doi.org/10.1016/j.jbusres.2016.05.012.
Mitchell, A. A., & Dacin, P. A. (1996). The assessment of alternative measures of consumer expertise. Journal of Consumer Research, 23(3), 219-239. Available at: https://doi.org/10.1086/209479.
Nelson, R. R. (1994). The co-evolution of technology, industrial structure, and supporting institutions. Industrial and corporate change, 3(1), 47-63.
Noble, C. H., & Kumar, M. (2010). Exploring the appeal of product design: A grounded, value-based model of key design elements and relationships. Journal of Product Innovation Management, 27(5), 640-657. Available at: https://doi.org/10.1111/j.1540-5885.2010.00742.x.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychological theory. New York: McGraw-Hill.
Pappu, R., & Quester, P. (2016). Brand innovativeness effects on perceived quality, satisfaction and loyalty Looking forward, looking back: Drawing on the past to shape the future of marketing (pp. 763-763): Springer.
Payne, A., Holt, S., & Frow, P. (2000). Integrating employee, customer and shareholder value through an enterprise performance model: An opportunity for financial services. The International Journal of Bank Marketing, 18(6), 258-273. Available at: https://doi.org/10.1108/02652320010358689.
Petruzzellis, L., & Somma, E. (2010). Bundling, Mass Customization andCompetition under Consumption Uncertainty (pp. 275-294): World Scientific.
Prasad, K., & Dev, C. S. (2000). Managing hotel brand equity: A customer-centric framework for assessing performance. The Cornell Hotel and Restaurant Administration Quarterly, 41(3), 22-24.
Sarstedt, M., Hair, J. F., Ringle, C. M., Thiele, K. O., & Gudergan, S. P. (2016). Estimation issues with PLS and CBSEM: Where the bias lies! Journal of Business Research, 69(10), 3998-4010. Available at: https://doi.org/10.1016/j.jbusres.2016.06.007.
Schudson, M. (1984). Advertising, the uneasy persuasion: It's dubious impact on American Society. NY: Basic Book. Inc.
Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125-137. Available at: https://doi.org/10.5539/ass.v9n3p125.
Shariq, M. (2018). BRAND EQUITY DIMENSIONS–A LITERATURE REVIEW. International Research Journal of Management and Commerce, 5(3), 312.
Sharma, P., Davcik, N. S., & Pillai, K. G. (2016). Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance. Journal of Business Research, 69(12), 5662-5669. Available at: https://doi.org/10.1016/j.jbusres.2016.03.074.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. Available at: https://doi.org/10.1016/s0022-4359(01)00041-0.
Teas, R. K., & Agarwal, S. (2000). The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value. Journal of the Academy of Marketing Science, 28(2), 278-290. Available at: https://doi.org/10.1177/0092070300282008.
Wang, C.-L., Siu, N. Y., & Hui, A. S. (2004). Consumer decision-making styles on domestic and imported brand clothing. European Journal of Marketing, 38(1/2), 239-252.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211. Available at: https://doi.org/10.1177/0092070300282002.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zhang, J., Jiang, Y., Shabbir, R., & Du, M. (2015). Building industrial brand equity by leveraging firm capabilities and co-creating value with customers. Industrial Marketing Management, 51, 47-58. Available at: https://doi.org/10.1016/j.indmarman.2015.05.016.
Aaker, D. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120. Available at: https://doi.org/10.2307/41165845.
Aaker, D. A., & Biel, A. L. (1993). Brand equity and advertising: An overview. Hillsdale, NJ: Lawrence Erlbaum Associates.
Atilgan, E., Aksoy, S., & Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237-248. Available at: https://doi.org/10.1108/02634500510597283.
Bagdare, S., & Jain, R. (2013). Measuring retail customer experience. International Journal of Retail & Distribution Management, 41(10), 790-804. Available at: https://doi.org/10.1108/ijrdm-08-2012-0084.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68. Available at: https://doi.org/10.1509/jmkg.73.3.52.
Buil, I., De Chernatony, L., & Martínez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122. Available at: https://doi.org/10.1016/j.jbusres.2011.07.030.
Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information Systems Research, 14(2), 189-217. Available at: https://doi.org/10.1287/isre.14.2.189.16018.
Choi, K.-S., Cho, W.-H., Lee, S., Lee, H., & Kim, C. (2004). The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A South Korean study. Journal of Business Research, 57(8), 913-921. Available at: https://doi.org/10.1016/s0148-2963(02)00293-x.
Davcik, N., da Silva, R. V., & Hair, J. (2015). Towards a unified theory of brand equity: Conceptualizations, taxonomy and avenues for future research. Journal of Product and Brand Management, 24(1), 3-17. Available at: https://doi.org/10.1108/jpbm-01-2015-0797.
Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1(3), 24-33.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. Available at: https://doi.org/10.1177/002224378101800104.
Frow, P., & Payne, A. (2007). Towards the ‘perfect’customer experience. Journal of Brand Management, 15(2), 89-101.
Gefen, D., & Straub, D. (2005). A practical guide to factorial validity using PLS-Graph: Tutorial and annotated example. Communications of the Association for Information systems, 16(1), 5.
Hansen, F., & Christensen, L. B. (2003). Branding and advertising. Copenhagen: Business School Press DK.
Hekkert, P., & Leder, H. (2008). Product aesthetics Product experience (pp. 259-285). San Diego: Elsevier.
Johansson, J. (2007). Working with events to build destination brand identity. Goeteborg University, Master Thesis.
Jung, H. S., Kim, K. H., & Lee, C. H. (2014). Influences of perceived product innovation upon usage behavior for MMORPG: Product capability, technology capability, and user centered design. Journal of Business Research, 67(10), 2171-2178. Available at: https://doi.org/10.1016/j.jbusres.2014.04.027.
Kasper, H., Strepp, Y., & Terblanche, N. (2005). An exploratory qualitative study of brand associations as a means for brand extensions: Part 1: Management. South African Journal of Economic and Management Sciences, 8(3), 272-286. Available at: https://doi.org/10.4102/sajems.v8i3.1205.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. Available at: https://doi.org/10.1177/002224299305700101.
Keller, K. L. (2007). Advertising and brand equity. Los Angeles: Sage Publications.
Kiska, J. (2002). Customer experience management. CMA Magazine, 76(7), 28-28.
Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing management 14/e. London: Pearson.
Kumar, M., & Noble, C. H. (2016). Beyond form and function: Why do consumers value product design? Journal of Business Research, 69(2), 613-620.
Lee, J.-S., & Back, K.-J. (2010). Reexamination of attendee-based brand equity. Tourism Management, 31(3), 395-401. Available at: https://doi.org/10.1016/j.tourman.2009.04.006.
Lin, C.-H., Sher, P. J., & Shih, H.-Y. (2005). Past progress and future directions in conceptualizing customer perceived value. International Journal of Service Industry Management, 16(4), 318-336. Available at: https://doi.org/10.1108/09564230510613988.
Luchs, M., & Swan, K. S. (2011). Perspective: The emergence of product design as a field of marketing inquiry. Journal of Product Innovation Management, 28(3), 327-345. Available at: https://doi.org/10.1111/j.1540-5885.2011.00801.x.
Mahajan, A., Alloul, H., Collin, G., & Marucco, J. (1994). 89 Y NMR probe of Zn induced local moments in YBa 2 (Cu 1-y Zn y) 3 O 6+ x. PhRvL, 72(19), 3100-3103. Available at: https://doi.org/10.1103/physrevlett.72.3100.
Manuel, M., Iglesias, C., Donnet, M., Leroy, F., Heckman, C., & Zytnicki, D. (2009). Fast kinetics, high-frequency oscillations, and subprimary firing range in adult mouse spinal motoneurons. Journal of Neuroscience, 29(36), 11246-11256. Available at: https://doi.org/10.1523/jneurosci.3260-09.2009.
Marques, C., da Silva, R. V., Davcik, N. S., & Faria, R. T. (2020). The role of brand equity in a new rebranding strategy of a private label brand. Journal of Business Research, 117, 497-507. Available at: https://doi.org/10.1016/j.jbusres.2020.06.022.
Mishra, A. (2016). Attribute-based design perceptions and consumer-brand relationship: Role of user expertise. Journal of Business Research, 69(12), 5983-5992. Available at: https://doi.org/10.1016/j.jbusres.2016.05.012.
Mitchell, A. A., & Dacin, P. A. (1996). The assessment of alternative measures of consumer expertise. Journal of Consumer Research, 23(3), 219-239. Available at: https://doi.org/10.1086/209479.
Nelson, R. R. (1994). The co-evolution of technology, industrial structure, and supporting institutions. Industrial and corporate change, 3(1), 47-63.
Noble, C. H., & Kumar, M. (2010). Exploring the appeal of product design: A grounded, value-based model of key design elements and relationships. Journal of Product Innovation Management, 27(5), 640-657. Available at: https://doi.org/10.1111/j.1540-5885.2010.00742.x.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychological theory. New York: McGraw-Hill.
Pappu, R., & Quester, P. (2016). Brand innovativeness effects on perceived quality, satisfaction and loyalty Looking forward, looking back: Drawing on the past to shape the future of marketing (pp. 763-763): Springer.
Payne, A., Holt, S., & Frow, P. (2000). Integrating employee, customer and shareholder value through an enterprise performance model: An opportunity for financial services. The International Journal of Bank Marketing, 18(6), 258-273. Available at: https://doi.org/10.1108/02652320010358689.
Petruzzellis, L., & Somma, E. (2010). Bundling, Mass Customization andCompetition under Consumption Uncertainty (pp. 275-294): World Scientific.
Prasad, K., & Dev, C. S. (2000). Managing hotel brand equity: A customer-centric framework for assessing performance. The Cornell Hotel and Restaurant Administration Quarterly, 41(3), 22-24.
Sarstedt, M., Hair, J. F., Ringle, C. M., Thiele, K. O., & Gudergan, S. P. (2016). Estimation issues with PLS and CBSEM: Where the bias lies! Journal of Business Research, 69(10), 3998-4010. Available at: https://doi.org/10.1016/j.jbusres.2016.06.007.
Schudson, M. (1984). Advertising, the uneasy persuasion: It's dubious impact on American Society. NY: Basic Book. Inc.
Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125-137. Available at: https://doi.org/10.5539/ass.v9n3p125.
Shariq, M. (2018). BRAND EQUITY DIMENSIONS–A LITERATURE REVIEW. International Research Journal of Management and Commerce, 5(3), 312.
Sharma, P., Davcik, N. S., & Pillai, K. G. (2016). Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance. Journal of Business Research, 69(12), 5662-5669. Available at: https://doi.org/10.1016/j.jbusres.2016.03.074.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. Available at: https://doi.org/10.1016/s0022-4359(01)00041-0.
Teas, R. K., & Agarwal, S. (2000). The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value. Journal of the Academy of Marketing Science, 28(2), 278-290. Available at: https://doi.org/10.1177/0092070300282008.
Wang, C.-L., Siu, N. Y., & Hui, A. S. (2004). Consumer decision-making styles on domestic and imported brand clothing. European Journal of Marketing, 38(1/2), 239-252.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211. Available at: https://doi.org/10.1177/0092070300282002.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zhang, J., Jiang, Y., Shabbir, R., & Du, M. (2015). Building industrial brand equity by leveraging firm capabilities and co-creating value with customers. Industrial Marketing Management, 51, 47-58. Available at: https://doi.org/10.1016/j.indmarman.2015.05.016.
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