Brand-Specific design effects

Form and function

Janell D. Townsend, Wooseong Kang, Mitzi M. Montoya, Roger J. Calantone

Research output: Contribution to journalArticle

17 Citations (Scopus)

Abstract

Product design is inherently a key component of brand strategy. Accordingly, significant resources are invested to improve product and brand performance; however, foundations for understanding the role product design plays in influencing actual consumer opinions from the marketplace have not been fully explored in the literature. This paper develops a conceptual framework illustrating how two critical design factors - form and function - impact consumer opinion and delineate brand-specific effects. Nonmonotonic effects are identified, as well as the interaction effects of the individual factors among the dimensions. A longitudinal model based on objective measures of form and function is tested with a data set developed from models available in the U.S. automotive market from 1999-2007; it includes 16 firms, 32 brands, and 137 products. The results indicate the relationships between factors of form and function are multifarious and complex, but clearly play a significant role in forming consumer opinions, although they do exhibit diminishing returns. The findings further indicate brand-specific effects exist, and consumer opinions vary by brand. The findings provide foundations for understanding the interplay between product development and brand management. Overall, this research supports the notion that brand strategies can be supported through the management of design dimensions.

Original languageEnglish (US)
Pages (from-to)994-1008
Number of pages15
JournalJournal of Product Innovation Management
Volume30
Issue number5
DOIs
StatePublished - Sep 2013

Fingerprint

Product design
Product development
Factors
Brand strategy
Brand management
Individual factors
Interaction effects
Brand performance
Resources
Conceptual framework

ASJC Scopus subject areas

  • Management of Technology and Innovation
  • Strategy and Management
  • Engineering(all)

Cite this

Townsend, J. D., Kang, W., Montoya, M. M., & Calantone, R. J. (2013). Brand-Specific design effects: Form and function. Journal of Product Innovation Management, 30(5), 994-1008. https://doi.org/10.1111/jpim.12042

Brand-Specific design effects : Form and function. / Townsend, Janell D.; Kang, Wooseong; Montoya, Mitzi M.; Calantone, Roger J.

In: Journal of Product Innovation Management, Vol. 30, No. 5, 09.2013, p. 994-1008.

Research output: Contribution to journalArticle

Townsend, JD, Kang, W, Montoya, MM & Calantone, RJ 2013, 'Brand-Specific design effects: Form and function', Journal of Product Innovation Management, vol. 30, no. 5, pp. 994-1008. https://doi.org/10.1111/jpim.12042
Townsend, Janell D. ; Kang, Wooseong ; Montoya, Mitzi M. ; Calantone, Roger J. / Brand-Specific design effects : Form and function. In: Journal of Product Innovation Management. 2013 ; Vol. 30, No. 5. pp. 994-1008.
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