Journal of Management Research

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Effect of Consumer Design Perception on Brand Equity: Fuzzy Association Rule Application in R


Affiliations
1 Indian Institute of Management Rau Pithampur Road, Indore 453556, India
2 Indian Institute of Management Prabandh Nagar, Off Sitapur Road Lucknow 226013, India
     

   Subscribe/Renew Journal


The present paper attempts to understand the relationship of consumer design perception of interactive devices on overall consumer brand equity generated. The paper carries forward work in recreating the design cognition of a smartphone by a user and adapts the framework. The study uses fuzzy association rules (FAS) to explore into this relation using the "frbs" package in R. When considering all antecedents together, 32 fuzzy linguistic rule-set were generated by the algorithm based on Mamdani rule set. These rules were then interpreted to have a clear idea on what are the relative effects of design element on brand equity for a smartphone manufacturer. Bivariate relationship was also understood by running a one-on-one analysis between an independent and dependent variable. In those cases, only 2 fuzzy rules were extracted per pair. In parallel, conventional analysis was run in form of path analysis and linear regression to corroborate and integrate the findings of the fuzzy technique. The study found a synchronized evolution of the causal effect of each antecedent on the consequent of brand equity. The relative effect of each design construct was analyzed from the fuzzy rules and suitable recommendations given.

Keywords

Design Perception, Brand Equity, Fuzzy Logic, Linguistic Rules.
User
Notifications

  • Aaker, D. A. (1991), Managing Brand Equity, The Free Press, New York.

  • Ambler, T., Bhattacharya, C. B., Edell, J., Keller, K. L., Lemon, K. N. and Mittal, V. (2002), Relating Brand and Customer Perspectives on Marketing Management, Journal of Service Research, 5(1): 13-25

  • Bardossy, A. and Duckstein, L.(1995), Fuzzy Rule-based Modeling with Application to Geophysical, Biological and Engineering Systems, CRC Press.

  • Batra, R. and Ahtola, O. T. (1991), Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes, Marketing letters, 2(2): 159-170.

  • Bendixen, M., Bukasa, K. A. and Abratt, R. (2004), Brand Equity in the Business-to-Business Market, Industrial Marketing Management, 33(5): 371-380.

  • Bollen, K. and Lennox, R. (1991), Conventional Wisdom on Measurement: A Structural Equation Perspective, Psychological Bulletin, 110(2): 305-311.

  • Casillas, J., Martinez-Lopez, F. and Martinez, F. (2004), Fuzzy Association Rules for Estimating Consumer Behaviour Models and Their Application to Explaining Trust in Internet Shopping, Fuzzy Economic Review, 9(2): 3-26.

  • Chernev, A. (2004), Goal-Attribute Compatibility in Consumer Choice, Journal of Consumer Psychology, 14(1): 141-150.

  • Cheng, P. L. and Chieng, M. H. (2006), Building Consumer-Brand Relationship: A Cross-cultural Experiential View, Psychology & Marketing, 23(11): 927-959.

  • Chitturi, R., Ranganathan, R. and Mahajan, Vijay (2008), Delight by Design: The Role of Hedonic versus Utilitarian Benefits, Journal of Marketing, 72(3): 48-63.

  • Creusen, M. E. (2011), Research Opportunities Related to Consumer Response to Product Design, Journal of Product Innovation Management, 28(3): 405-408.

  • Dahan, E. and Mendelson, H. (2001), An Extreme-value Model of Concept Testing, Management Science, 47(1): 102-116.

  • Dess, G., Lumpkin, G. T. and Eisner, A. B. (2006), Strategic Management: Text and Cases, McGraw-Hill, New York.

  • Dhar, R. and Klaus, W. (2000), Consumer Choice between Hedonic and Utilitarian Goods, Journal of Marketing Research, 37(1) 60-71.

  • Franke, N., Keinz, P. and Schreier, M. (2008), Complementing Mass Customization Toolkits with User Communities: How Peer Input Improves Customer Self Design, Journal of Product Innovation Management, 25(6): 546-559.

  • Garrett, J. J. (2003), The Elements of User Experience: User-centered Design for the Web and Beyond, New Riders Pub.

  • Gibson, J. J. (1977), The Theory of Affordances, in Shaw, R. E. and Bransford, J. (Eds), Perceiving, Acting, and Knowing: Toward an Ecological Psychology, pp. 67-82, Hillsdale, NJ.

  • Karr, C. L. (1991), Genetic Algorithms for Fuzzy Controllers, AI Expert, 6: 26-33.

  • Keller, K. L. (2003), Brand Synthesis: The Multidimensionality of Brand Knowledge, Journal of Consumer Research, 29(4): 595-600.

  • Keller, K. L. (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice Hall, Upper Saddle River, NJ.

  • Keller, K. L. (1993), Conceptualizing, Measuring, and Managing Customer-based Brand Equity, The Journal of Marketing, 57(1): 1-22.

  • Khalid, H. M. (2006), Embracing Diversity in User Needs for Affective Design, Applied Ergonomics, 37(1): 409-418

  • Kivetz, R. and Itamar, S. (2002), Self-control for the Righteous: Toward a Theory of Precommitment to Indulgence, Journal of Consumer Research, 29(2): 199-217.

  • Konecnik, M. and Gartner, W. (2007), Customer-based Brand Equity for a Destination, Annals of Tourism Research, 54(2): 400-421.

  • Kotler, P. and Rath, A. G. (1986), Design: A Powerful but Neglected Strategic Tool, Journal of Business Strategy, 5(2): 16-21.

  • Krippendorff, K. (1989), On the Essential Contexts of Artifacts or on the Proposition that ‘Design is Making Sense (of things)', Design Issues, 5(2): 9-39.

  • Laurent, G. (2000), Improving the External Validity of Marketing Models: A Plea for More Qualitative Input, International Journal of Research in Marketing, 17: 177-182.

  • Luchs, M. and 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.

  • Nachtigall, C., Kroehne, U., Funke, F. and Steyer, R. (2003), Should We Use SEM? Pros and Cons of Structural Equation Modeling, Methods of Psychological Research Online, 8(2): 1-22.

  • Nobel, C. H. and Kumar, M. (2008), Using Product Design Strategically to Create Deeper Consumer Connections, Business Horizons, 51(1): 441-450.

  • Nobel, C. H. and 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.

  • Norman, D. A. (1988), The Psychology of Everyday Things, Basic Books.

  • Nozaki, K., Ishibuchi, H. and Tanaka, H. (1997), A Simple but Powerful Heuristic Method for Generating Fuzzy Rules from Numerical Data, Fuzzy Sets and Systems, 86: 251-270.

  • Okada, E. M. (2005), Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods, Journal of Marketing Research, 42(2), 43-53.

  • Olazabal, A. M., Cava, A. and Sacasus, R. (2005), Marketing and the Law: Trade Dress Protection Does Not Extend Expired Patent, Journal of the Academy of Marketing Sciences, 29(4): 424-426.

  • Orth, U. R. and Malkewitz, K. (2008), Holistic Package Design and Consumer Brand Impressions, Journal of Marketing, 72(3): 64-81.

  • Page, C. and Herr, P. M. (2002), An Investigation of the Processes by Which Product Design and Brand Strength Interact to Determine Initial Affect and Quality Judgments, Journal of Consumer Psychology, 12(2): 133-147.

  • Pedrycz, W. (1996), Fuzzy Modelling: Paradigms and Practice, Kluwer Academic Press.

  • Pullman, M. E. and Gross, M. A. (2004), Ability of Experience Design Elements to Elicit Emotions and Loyalty Behaviors, Decision Sciences, 35(3): 551-578.

  • Razzaghi, M. and Ramirez, M. (2005), The Influence of the Designers' Own Culture on the Design Aspects of Products, in 6th International Conference of the European Academy of Design, Bremen.

  • Riza, L. S., Bergmeir, C., Herrera, F. and Benitez, J. M. (2013), frbs: Fuzzy Rule-based Systems for Classification and Regression Tasks, R package version 2.1-0, http://CRAN.R-project.org/package=frbs.

  • Roy, R. and Bruce, M. (1988), Competitive by Design, Journal of Marketing Management, 4(2): 201-216.

  • Seva, R. R. and Helander, M. G. (2009), The Influence of Cellular Phone Attributes on Users' Affective Experiences: A Cultural Comparison, International Journal of Industrial Ergonomics, 39: 341-346.

  • Seva, R. R., Duh, H. and Helander, M. (2007), Integrating Pre-purchase Affect in Product Concept Development, International Journal of Simulation and Process Modeling, 3(4): 204-218.

  • Sheng, M. L. and Teo, T. S. H. (2012), Product Attributes and Brand Equity in the Smartphone Domain: The Mediating Role of Customer Experience, International Journal of Information Management, 32(1): 139-146.

  • Sonderegger, A. and Sauer, J. (2010), The Influence of Design Aesthetics in Usability Testing: Effects on User Performance and Perceived Usability, Applied Ergonomics, 41: 403-410.

  • Strahilevitz, M. and John, M. G. (1998), Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You are Trying to Sell, Journal of Consumer Research, 24(4): 434-446.

  • Steenkamp, J. and Baumgartner, H. (2000), On the Use of Structural Equation Models for Marketing Modeling, International Journal of Research in Marketing, 17: 195-202.

  • Voss, K. E., Spangenberg, E. R. and Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude, Journal of Marketing Research, 40(3): 310-320.

  • Wang, L. X. and Mendel, J. M. (1992), Generating Fuzzy Rules by Learning from Examples, Systems, Man and Cybernetics, IEEE Transactions on, 22(6): 1414-1427.

  • Yoo, B. and Donthu, N. (2001), Developing and Validating a Multidimensional Consumer-based Brand Equity Scale, Journal of Business Research, 52(1): 1-14.

  • Zadeh, L. A. (1965), Fuzzy Set, Information and Control, 8: 338-353.


Abstract Views: 442

PDF Views: 11




  • Effect of Consumer Design Perception on Brand Equity: Fuzzy Association Rule Application in R

Abstract Views: 442  |  PDF Views: 11

Authors

Abhishek Mishra
Indian Institute of Management Rau Pithampur Road, Indore 453556, India
B. K. Mohanty
Indian Institute of Management Prabandh Nagar, Off Sitapur Road Lucknow 226013, India
Satyabhushan Dash
Indian Institute of Management Prabandh Nagar, Off Sitapur Road Lucknow 226013, India

Abstract


The present paper attempts to understand the relationship of consumer design perception of interactive devices on overall consumer brand equity generated. The paper carries forward work in recreating the design cognition of a smartphone by a user and adapts the framework. The study uses fuzzy association rules (FAS) to explore into this relation using the "frbs" package in R. When considering all antecedents together, 32 fuzzy linguistic rule-set were generated by the algorithm based on Mamdani rule set. These rules were then interpreted to have a clear idea on what are the relative effects of design element on brand equity for a smartphone manufacturer. Bivariate relationship was also understood by running a one-on-one analysis between an independent and dependent variable. In those cases, only 2 fuzzy rules were extracted per pair. In parallel, conventional analysis was run in form of path analysis and linear regression to corroborate and integrate the findings of the fuzzy technique. The study found a synchronized evolution of the causal effect of each antecedent on the consequent of brand equity. The relative effect of each design construct was analyzed from the fuzzy rules and suitable recommendations given.

Keywords


Design Perception, Brand Equity, Fuzzy Logic, Linguistic Rules.

References