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Bridging the gap between design and behavioral research: (Re)searching the optimum design strategy for brands and new product innovations
Creativity and Innovation Management ( IF 3.644 ) Pub Date : 2020-08-07 , DOI: 10.1111/caim.12393
Maaike Mulder‐Nijkamp 1
Affiliation  

Innovation, branding, and design are known to affect corporate success, but their interplay is not yet well understood. Companies need to take risks in developing new product innovations, whereas an established brand can serve as a familiar base to create recognition. However, designers are facing a serious challenge. Researchers in both fields study the existing world through abstract theories and “rules”, instead of showing how to use these theories in practice. This study focuses on the relation between brands and innovations from a design perspective to create successful brand extensions. Gaining knowledge about the level of newness (novelty), level of familiarity (typicality), fit with the parent brand (brand fit), and expected market success (EM success), will support designers to create successful brand extensions. The study discusses 81 designs of snow scooters designed by students and evaluated by 47 experts by means of a quantitative and qualitative analysis. A multiple linear regression analysis is performed to show if brand fit, typicality, novelty, and (typicality × novelty) has an impact on the expected market success. The analyses demonstrate a significantly positive effect of brand fit on the expected market success (p < .01). While the single effects of typicality and novelty were non‐significant, the interaction between typicality and novelty showed a significant linear relationship on the expected market success (p < .05). The results show the importance of the much‐investigated balance between typicality and novelty, where brand fit seems to act as the suppressor for novelty and may be called brand typicality.

中文翻译:

缩小设计与行为研究之间的差距:(重新)研究品牌和新产品创新的最佳设计策略

众所周知,创新,品牌和设计会影响企业的成功,但它们之间的相互作用尚不十分清楚。公司在开发新产品创新时需要冒险,而成熟的品牌可以作为熟悉的基础来获得认可。但是,设计师面临着严峻的挑战。这两个领域的研究人员都通过抽象理论和“规则”来研究现有世界,而不是展示如何在实践中使用这些理论。这项研究从设计的角度着眼于品牌与创新之间的关系创建成功的品牌扩展。获得有关新颖程度(新颖性),熟悉程度(典型性),与父品牌的契合度(品牌契合度)以及预期的市场成功(EM成功)的知识,将支持设计师创建成功的品牌扩展。这项研究讨论了学生设计的81种滑行车设计,并由47名专家通过定量和定性分析对其进行了评估。进行了多元线性回归分析,以显示品牌契合度,典型性,新颖性和(典型性×新颖性)是否会对预期的市场成功产生影响。分析表明,品牌契合度对预期的市场成功具有显着的积极影响(p<.01)。尽管典型性和新颖性的单一影响并不显着,但典型性和新颖性之间的相互作用对预期的市场成功表现出显着的线性关系(p <.05)。结果表明,在典型性和新颖性之间进行深入研究的平衡非常重要,在这种情况下,品牌契合度似乎可以抑制新颖性,因此可以称为品牌典型性。
更新日期:2020-08-07
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