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DEFINITION AND STRUCTURE OF PERSONALITY'S DESIGN: First results on a public Italian students deal with foreign products
[ESSAI DE DEFINITION ET DE STRUCTURE DE LA PERSONNALITE DU DESIGN : premiers résultats sur un public d'étudiants italiens face à des produits étrangers]

Author

Listed:
  • Luc Marco

    (CEPN - Centre d'Economie de l'Université Paris Nord - UP13 - Université Paris 13 - USPC - Université Sorbonne Paris Cité - CNRS - Centre National de la Recherche Scientifique)

  • Valentin Ngadi Essamè

    (CEPN - Centre d'Economie de l'Université Paris Nord - UP13 - Université Paris 13 - USPC - Université Sorbonne Paris Cité - CNRS - Centre National de la Recherche Scientifique)

Abstract

This article's main objective is to introduce the concept of the personality of design and the first results obtained from the development of a specific scale to the personality of design. The research is based on a convenience sample of 452 students and develops four designs. Some factors analyzes were used to highlight a structure of five dimensions that define the personality of the design (Sincerity, Exaltation, Competence, Sophistication and Ruggedness). Each dimension is defined by a number of factors. The personality of the Mercedes car design includes 13 factors with 40 characters; The drink Coca Cola is made with 10 factors with 34 characters; The footwear Adidas Porsche consists of 10 factors with 35 characters; That of the McDonald's restaurant is characterized by 10 factors with 37 characters. In addition, several analyzes show the strong differentiator of this barometer of the personality of design. Furthermore, from an operational perspective, this tool could be very relevant to the management of designs.

Suggested Citation

  • Luc Marco & Valentin Ngadi Essamè, 2016. "DEFINITION AND STRUCTURE OF PERSONALITY'S DESIGN: First results on a public Italian students deal with foreign products [ESSAI DE DEFINITION ET DE STRUCTURE DE LA PERSONNALITE DU DESIGN : premiers ," CEPN Working Papers hal-01265707, HAL.
    • Handle: RePEc:hal:cepnwp:hal-01265707
    Note: View the original document on HAL open archive server: https://hal.science/hal-01265707
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    References listed on IDEAS

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    4. Laure Ambroise, 2006. "La personnalité de la marque : une contribution réelle à leur gestion ?," Post-Print halshs-00132583, HAL.
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