Bridging the gap between design and behavioral research: (Re)searching the optimum design strategy for brands and new product innovations

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...

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Bibliographic Details
Published in:Creativity and innovation management 2020-12, Vol.29 (S1), p.11-26
Main Author: Mulder‐Nijkamp, Maaike
Format: Article
Language:English
Subjects:
Aesthetics
brand extensions
Brand identification
consumer acceptance
Consumer behavior
Design
Designers
Innovations
Markets
new product innovations
product aesthetics
Product design
Qualitative analysis
Regression analysis
Success
typicality
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