Project Details
Description
This research proposal aims at investigating the role of product design (PD) in enhancing firms branding efforts. It studies how PD can be used as an influential tool to develop unique and appealing brand personality (BP), enhance consumer brand engagement (CBE), and ultimately, grow and sustain brand equity (BE). It also intends to discuss the possible negative effect of knowledge breadth and idea newness on conversion ability. Furthermore, it investigates different relationships between BP and CBE dimensions. Using Structural Equation Modeling (SEM), the interrelationships between PD, BP, CBE, and BE will be investigated on dimension and aggregate levels. A survey will be deployed and a sample of at least 700 respondents will be drawn to make sound conclusions. Upon securing funding of this project, the research team will be empowered to make significant contributions to the areas of product design and brand management. More specifically, funding this research will help to enhance our understanding of PD as a process that can be optimized to improve firms branding performance. It will also contribute to the emerging theory of PD and CBE, and methodologically contributes to their scale development. This studys anticipated findings, limitations, and managerial implications will also be discussed.
Status | Finished |
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Effective start/end date | 1/09/21 → 1/08/22 |
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