Consumer Based Brand Equity Derived from Visual Design Perception of Interactive Devices

By Abhishek Mishra, Satyabhusan Dash and Dianne Cyr.

Published by The International Journal of Visual Design

Format Price
Article: Print $US10.00
Published online: October 10, 2014 $US5.00

Aesthetics, as a broader concept of outer appearance clubbed with other sensory appea,l has been well researched for its effect on consumption value. However, there are still gaps left in how the visual judgment affects different facets of experience. Even further, the effecst of such experiences on the brand associations and imagery by the user has been scantily studied. This study attempts to bridge that gap by understanding the sequential buildup of user experience as a consequence of positive visual design perception. Further, we establish the effect of those on consumer based brand equity (CBBE). Scale for visual design perception was developed qualitatively, while items for constructs of experience โ€“ usability, social value and pleasure โ€“ and CBBE were borrowed from literature. We found that visual design affects all the three dimensions on user experience. Regarding relation of experience to brand equity, social value and pleasure had a positive relation to CBBE but not usability, possibly hinting at sequential buildup of user experience. The study turns a new leaf in two ways โ€“ firstly, demonstrating a novel way to measure visual design perception and secondly, supporting the crucial effect of visual design perception on CBBE.

Keywords: Smartphone, Interactive, Design, Brand Equity, User Experience, Usability, Pleasure, Social Value

The International Journal of Visual Design, Volume 8, Issue 1, October 2014, pp.1-16. Article: Print (Spiral Bound). Published online: October 10, 2014 (Article: Electronic (PDF File; 526.055KB)).

Abhishek Mishra

Doctoral Student, Department of Marketing Management, Indian Institute of Management, Lucknow, Lucknow, Uttar Pradesh, India

Dr. Satyabhusan Dash

Associate Professor, Department of Marketing Management, Indian Institute of Management, Lucknow, Noida, Uttar Pradesh, India

Dr. Dianne Cyr

Associate Professor, Department of Marketing Management, Simon Fraser University, Surrey, BC, Canada