A Research On The Impacts Of Brand Awareness And Product Design On Brand Experience:Based On Digital Camera

As the academia and business circles pay more and more attention to brand experience, brand experience gradually become a hot topic in marketing research. However, through literature review, we can find that research on the antecedents of brand experience is very limited. Thus, the present paper try to explore the impacts of brand awareness and product design on brand experience. In the study, digital camera is selected as the research stimuli. The experiment adopts a2(brand awareness:high vs. low) x2(shape:DSLR shape vs. GloggerVS shape) x2(color:silvery vs. black) between-subjects design. With the experiment, the study tries to investigate differences among the various scenarios. The article also take account of consumers’ sensitivity to design and perceived shape-color fit in the model. In addition, we attempt to use attribution analysis to examine the sources of brand experience in the different scenarios. With the research, we try to address to following questions:First, do brand awareness, product shape, product color have significant effects on consumers’ brand experience?Second, among the eight scenarios, what are the differences?Third, does the consumers’ sensitivity to design moderate the impacts of product shape and color on brand experience?Fourth, how does the consumers’ perceived shape-color fit affect consumers’brand experience?Finally, among the eight scenarios, where are the sources of brand experience in each scenario? With the data collected by questionnaire, we utilize SPSS to analyze to data and test the research questions. The findings are shown as following.First, brand awareness, product shape and product color do affect brand experience. Brand awareness has a positive effect on brand experience. The product shape and color also positively affect brand experience and the directs of effect depend on the specific shape and color. The shape-color fit has a positive effect on brand experience. When the fitness is perceived high, the consumers’ brand experience would be better.Second, the moderating effects of consumers’sensitivity to design vary according to the specific product design elements. In the present research, consumers’ sensitivity to design would moderate the impact of product shape on brand experience, but does not moderate the impact of product color on brand experience.Finally, for each scenario, the sources of consumers’ brand experience are different. The present study finds that, in the eight scenarios, the sources of consumers’brand experience result from famous brands, super shape and other factors.