Article2014

Design benefits, emotional responses, and brand engagement

Frank J. Franzak · Suzanne C. Makarem · Haeran Jae

77 citations0/0 files storedJournal of Product & Brand Management

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Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Innovative Human-Technology Interaction

Abstract

Purpose – The objective of this paper is to develop a better understanding of brand engagement by examining two of its antecedents: design benefits and consumer emotions. The authors explore the relationship between design and brand engagement and advance a model with emotional responses as mediator. Design/methodology/approach – This paper integrates a range of theoretical works across design and marketing, including concepts of product design, types of design benefits, brand engagement, and brand communities. Findings – The authors propose a conceptual model where emotional arousal, which differs across design benefits, mediates the relationship between design benefits and brand engagement. Brand engagement intensifies with emotional arousal as design benefits change from functional, to hedonic, to symbolic. Research limitations/implications – The conceptual model proposed in this paper can have significant applications in the areas of product design, branding strategies, and brand communications. However, it has not been tested empirically. Practical implications – The resulting model improves understanding of how marketers can use design to elicit different forms of brand engagement. Implications for marketers include planning brand engagement outcomes early in the product or service development process; involving consumers in that process, clearly communicating the benefits of the design; and supporting venues where brand engagement of different types can be practiced. Originality/value – Brand engagement is unique brand-related behavior that has received limited attention in the design and marketing literatures. The proposed model offers a look at brand engagement from a design perspective, while emphasizing the role of consumers' emotional responses to design benefits.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1991Emotion And Adaptation 1988Possessions and the Extended Self 1997Dimensions of Brand Personality 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1997Dimensions of Brand Personality 2001Brand Community 2002Building Brand Community

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