Homburg, Christian, Martin Schwemmle, and Christina Kuehnl (2015), “New Product Design: Concept, Measurement, and Consequences,” Journal of Marketing, 79 (3), 41-56.
Product design is a source of competitive advantage for companies and is an important driver of company performance. On the basis of an extensive literature review and consumer interviews, the authors define product design and its dimensions. Using data from three samples (6,418 U.S. consumers and 1,083 and 583 European consumers), the authors develop and validate a new scale to measure product design along the three dimensions of aesthetics, functionality, and symbolism. Additionally, they investigate the impact of these design dimensions on purchase intention, word-of-mouth, and willingness-to-pay. Results indicate that the design dimensions positively influence willingness-to-pay and also have a positive effect on purchase intention and word-of-mouth, both directly and indirectly via brand attitude.
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Customer Behavior, Consumer Behavior, Consumer Psychology, Marketing Mix, New Product Development
Special thanks to Kelley Gullo, Ph.D. candidate at Duke University, for her support in working with authors on submissions to this program.
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