مقاله انگلیسی رایگان در مورد اهمیت طراحی محصول و تأثیر آن در وفاداری به برند – امرالد ۲۰۱۷
مشخصات مقاله | |
انتشار | مقاله سال ۲۰۱۷ |
تعداد صفحات مقاله انگلیسی | ۲۳ صفحه |
هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
منتشر شده در | نشریه امرالد |
نوع نگارش مقاله | مقاله پژوهشی (Research article) |
مقاله بیس | این مقاله بیس میباشد |
نوع مقاله | ISI |
عنوان انگلیسی مقاله | Does product design matter? Exploring its influences in consumers’ psychological responses and brand loyalty |
ترجمه عنوان مقاله | اهمیت طراحی محصول: بررسی تأثیرات آن در پاسخهای روانی مصرف کنندگان و وفاداری به برند |
فرمت مقاله انگلیسی | |
رشته های مرتبط | مدیریت |
گرایش های مرتبط | بازاریابی |
مجله | فناوری اطلاعات و مردم – Information Technology & People |
دانشگاه | Department of International Business Administration – Chinese Culture University – Taiwan |
کلمات کلیدی | استنباط، گوشی هوشمند، طراحی محصول، وفاداری برند، برندها، پاسخ شناختی، پذیرش فناوری، درگیری محصول، پژوهش طراحی، پاسخ مؤثر |
کلمات کلیدی انگلیسی | Perceptions, Smartphone, Product design, Brand loyalty, Brands, Cognitive response, Technology adoption, Product involvement, Design research, Affective response |
شناسه دیجیتال – doi |
https://doi.org/10.1108/ITP-07-2017-0206 |
کد محصول | E8566 |
وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
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۱٫ Introduction
In a highly competitive market, product design is regarded as a way of communicating product meaning to consumers (Crilly et al., 2008), as a source of competitive advantage (Noble and Kumar, 2010), and as “an integrated practice fundamental to firm strategy and market success” (Luchs and Swan, 2011, p. 327). Product design can induce purchase intention in consumers (Homburg et al., 2015) and improve their loyalty (Chitturi et al., 2008), thus raising firm performance (Candi, 2010). Peters (2005, p. 39) also suggested that “design is the only thing that differentiates one product from another in the marketplace.” Product design is thus a crucial means by which products are made differentiable in today’s competitive market (Homburg et al., 2015). Additionally, Bednall et al. (2012) noted that product design allows a firm to distinguish its products from those of competitors, while serving as a brand identifier. In this context, it can be understood that why product design is seen as a key strategic tool underlying the success of companies like Apple, BMW, and Target (Brunner et al., 2008), and one that less flourishing companies, such as Dell, can apply to distinguish themselves from competitors ( Jana, 2008). Therefore, in order to achieve successful product differentiation, designers can take different principles that users value into consideration when designing a new product in order to generate positive psychological responses and subsequent brand loyalty. Homburg et al. (2015), however, noted that product design is generally measured in limited ways, and usually just by referencing aesthetics (Landwehr et al., 2013) to examine a product’s hedonic and utilitarian dimensions (Chitturi et al., 2008). By contrast, recent research extends further than one- or two-dimensional measurements and deems product design to be a three-dimensional concept (e.g. Homburg et al., 2015) comprising the three dimensions of aesthetics, functionality, and symbolism. Brunner et al. (2016) found that product design positively influences consumer evaluations of a product, which then affect their decision whether or not to purchase it. As such, this study uses this three-dimensional conceptualization, consistent with the work of Homburg et al. (2015), to focus on a single product category (i.e. smartphones). To the best of our knowledge, this is the first time this approach has been adopted in this context. |