Cause and Effect of Design Features and Brand Value: Consumer Interpretation of Design and Value of Long- and Short-Term Products

Abstract

Recent consumer trends of high demand for sustainability requires companies to have long-lasting and high value product-development strategies. Some researchers define these products as iconic, others as core. This study aims to illustrate the practical implications of effective long-term, product-design development, and management methods. We employ both qualitative and quantitative analyses and conduct a cause-and-effect analysis of the design features and brand images of long-lasting products of luxury brands with an emphasis on timeless design, high profitability, and recognition. The results show consumer priority when they recognize an iconic product as long-lasting and high value. Our analyses show the need for strategic, long-term product management to establish strong brand identity, and the importance of balancing physical characteristics based on invisible aspects.

Sustainable Luxury and Consumer Purchase Intention: A Systematic Literature Review

“…However, the dependent variables of the aforementioned research are consumer attitudes and WoM without explicitly testing the PI. Several studies tested PI ( n = 14, 26.9%), such as perceived brand CSR awareness (Olšanová et al, 2022), perceived value and functionality (Aliyev et al, 2019; Sugimoto & Nagasawa, 2017; Talukdar & Yu, 2020), and perceived pride and novelty (Adıgüzel & Donato, 2021). Insight can be gained from these studies that explicitly evaluated sustainable luxury goods and consumer PI: Continuing the consistency of sustainable goods with the original brand tone of voice (e.g., keeping the design consistent with the original product line rather than designing it to look like a green product) and reducing the perceived value and perceived functionality of consumers can achieve moral satisfaction and novelty experiences for consumers and promote PI (Amatulli et al, 2018; De Angelis et al, 2017; Platania et al, 2019; Sugimoto & Nagasawa, 2017).…”