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New Product Design: Concept, Measurement, and Consequences

Christian Homburg¹; Martin Schwemmle²; Christina Kuehnl³

¹ Christian Homburg is Professor of Marketing, Chair of the Marketing Department, and Director of the Institute for Market-Oriented Management, University of Mannheim · ² Martin Schwemmle is a doctoral student, Marketing Department, University of Mannheim · ³ Christina Kuehnl is Assistant Professor, Marketing Department, University of Mannheim

Product design is a source of competitive advantage for companies and is an important driver of company performance. Drawing on 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 dimensions of aesthetics, functionality, and symbolism. In addition, they investigate the impact of these design dimensions on purchase intention, word of mouth, and willingness to pay. The 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 through brand attitude.

DOI

10.1509/jm.14.0199

Volume

79 (3)

Pages

41-56

Language

en

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BibTeX

Sources

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