The effect of evaluation criteria on design attributes and brand equity in the product evaluation process

Na, Kwang Jin; Holland, Ray; Shackleton, John; Hwang, Yun-Yong; Melewar, T C

Abstract

This study investigates the influence of design attributes on the importance of brand information in the product evaluation process by consumers. We examine how providing evaluation criteria of design influences consumers’ product evaluation concerning quality and brand equity. The results show that the presence of a predictive design attribute can lead to a reduction in the influence of brand names on quality judgments. The locus of equity shifts from the brand attribute to the design attribute. In addition, when evaluative criteria are provided, the effect of design attributes further reduces the effect of branding on product evaluation. The results are of significant importance and relevance to branding strategies designed to counteract leading market brands. Providing information regarding product design in an effective manner causes consumers to shift their attention from branding to the design, which effectively reduces the marketing advantage of strong brands.

Citation

Na, K. J., Holland, R., Shackleton, J., Hwang, Y., & Melewar, T. C. (2008). The effect of evaluation criteria on design attributes and brand equity in the product evaluation process. Journal of brand management, 16(3), 195-212. https://doi.org/10.1057/bm.2008.29

• Journal Article Type: Article
• Acceptance Date: Dec 1, 2008
• Online Publication Date: Oct 24, 2008
• Publication Date: 2008-12
• Deposit Date: Aug 1, 2016
• Journal: Journal of Brand Management
• Electronic ISSN: 1350-231X
• Publisher: Palgrave Macmillan
• Peer Reviewed: Peer Reviewed
• Volume: 16
• Issue: 3
• Pages: 195-212
• DOI: https://doi.org/10.1057/bm.2008.29
• Keywords: brands, design, branding strategy, brand leadership, product evaluation,
• Public URL: http://researchrepository.napier.ac.uk/Output/320714