Journal of Brand Management

, Volume 22, Issue 7, pp 603–630 | Cite as

Measuring consumer design perceptions for digital devices: A multi-dimensional scale

  • Abhishek Mishra
  • Satyabhushan Dash
  • Naresh Malhotra
  • Dianne Cyr
Original Article
First Online:
Received:
Revised:

Abstract

Digital devices have taken over our lives today, but have seen little research in marketing domain. Literature on product design, though very rich, offers scant works that highlight the consumer’s subjective understanding and perception, with most efforts rooted to the utilitarian–hedonic value paradigm. In order to measure design perception comprehensively, we develop a multi-dimensional framework providing for an exhaustive operationalization of a product’s design by its user. This is done through qualitative exercises followed by empirical validation leading to scale items for five proposed dimensions of design perception: visual, functional, kinesthetic, interface and information. We also examine the relation of design perception to consumer-based brand equity as a nomological network, the relation itself mediated by user experience. Our work, by offering a multi-dimensional framework of consumer design perception, seeks to guide current digital device manufacturing brands about heterogeneity of the concept of design as it exists in a consumer’s mind and how important it is to address those different dimensions effectively, for an overall good package.

Keywords

design perception scale brand equity digital device user experience 
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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2015

Authors and Affiliations

  • Abhishek Mishra
    • 1
  • Satyabhushan Dash
    • 1
  • Naresh Malhotra
    • 1
  • Dianne Cyr
    • 1
  1. 1.Indian Institute of ManagementIndoreIndia

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