An integrated framework for design perception and brand equity

This conceptual work investigates the relationship between user-perceived product design and consumer-based brand equity. By integrating three independent and diverse theoretical perspectives, namely design value framework, means–end chains, and brand equity theory, we present a detailed literature review that relates consumer design perception to brand equity, mediated by consumption value. We also propose design perception as a multi-dimensional entity constituted of visual, functional, kinesthetic, interface, and information design perceptions. Consumption experience, manifested as experiential value, is conceptualized as a higher-order construct, with usability, social value, and pleasure in use forming the lower-order factors. Brand equity is also operationalized with five underlying components—brand association, perceived quality, perceived value, brand trust, and brand loyalty. Moderating effects of consumer characteristics on the relationship between design perception and the consumption value are also explored. By proposing a framework in line with the modern philosophy of design thinking, this work provides guidelines for practicing designers to work in conjunction with marketers, so as to create design elements that meet and shape consumers’ design needs, resulting in a positive consumer–brand relationship.