Brand communication and product innovation research

Author

Gu, Jin

Author_Institution

Sch. of Autom., Beijing Univ. of Posts & Telecommun., Beijing, China

fYear

2009

fDate

26-29 Nov. 2009

Firstpage

451

Lastpage

455

Abstract

The influence of the brand communication and the innovation of product design by questionnaire investigation on consumers´ purchase willingness is studied using the factor analysis, correlation analysis, regression analysis and statistical theory with SPSS 16.0. The results show that the brand communication plays a significant role on effecting consumer´s purchase willingness towards products with ordinary designed appearances, on the other hand, the effect towards products with innovatively designed appearance is not that obvious, it depends on the consumers´ fondness for the innovative products.

Keywords

consumer behaviour; innovation management; product design; regression analysis; SPSS; brand communication; consumer purchase willingness; correlation analysis; design appearance; factor analysis; product design; product innovation; regression analysis; statistical theory; Advertising; Consumer behavior; Costs; Cultural differences; Decision making; Design automation; Product design; Psychology; Regression analysis; Technological innovation; Brand Communication; Product Innovation Design; Sheep Mentality;

fLanguage

English

Publisher

ieee

Conference_Titel

Computer-Aided Industrial Design & Conceptual Design, 2009. CAID & CD 2009. IEEE 10th International Conference on

Conference_Location

Wenzhou

Print_ISBN

978-1-4244-5266-8

Electronic_ISBN

978-1-4244-5268-2

Type

conf

DOI

10.1109/CAIDCD.2009.5375359

Filename

5375359