IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v8y2024i12p1445-1455.html
   My bibliography  Save this article

Aligning Brand Identity with Public Expectation: The Critical Role of Design in Product Extension Success

Author

Listed:
  • Afrina Rauhah Abdul Jamil

    (College of Creative Arts, Universiti Teknologi MARA Cawangan Sarawak)

  • Muhammad Fauzan Abu Bakar

    (College of Creative Arts, Universiti Teknologi MARA Cawangan Sarawak)

Abstract

This study investigates the role of design development in shaping public acceptance of product extensions in Malaysia, a culturally diverse and economically dynamic nation. Product extensions, which leverage existing brand equity to introduce new offerings, depend heavily on consumer perception and acceptance. Design development serves as a critical element in bridging consumer expectations with brand strategies. By examining the interplay between design, brand image, and public acceptance, this study provides insights into how cultural, demographic, and psychological factors converge to influence purchase intentions. Employing a mixed-methods approach grounded in survey data analysed through Partial Least Squares Structural Equation Modelling (PLS-SEM), the research identifies significant relationships between design development, brand image, and consumer behaviour. Findings reveal that culturally resonant design not only enhances public acceptance but also serves as a mediator between product innovation and consumer loyalty. These results underscore the importance of tailoring design strategies to align with the unique preferences of Malaysian consumers, offering actionable recommendations for practitioners and policymakers alike.

Suggested Citation

  • Afrina Rauhah Abdul Jamil & Muhammad Fauzan Abu Bakar, 2024. "Aligning Brand Identity with Public Expectation: The Critical Role of Design in Product Extension Success," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(12), pages 1445-1455, December.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:12:p:1445-1455
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-8-issue-12/1445-1455.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/aligning-brand-identity-with-public-expectation-the-critical-role-of-design-in-product-extension-success/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Gilal, Faheem Gul & Gilal, Naeem Gul & Shahid, Shadma & Gilal, Rukhsana Gul & Shah, Syed Mir Muhammad, 2022. "The role of product design in shaping masstige brand passion: A masstige theory perspective," Journal of Business Research, Elsevier, vol. 152(C), pages 487-504.
    2. Reo Song & Sangkil Moon & Haipeng (Allan) Chen & Mark B. Houston, 2018. "When marketing strategy meets culture: the role of culture in product evaluations," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 384-402, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Angelito Calma & José Martí-Parreño & Martin Davies, 2019. "Journal of the Academy of Marketing Science 1973–2018: an analytical retrospective," Scientometrics, Springer;Akadémiai Kiadó, vol. 119(2), pages 879-908, May.
    2. G. Tomas M. Hult & Forrest V. Morgeson III & Udit Sharma & Claes Fornell, 2022. "Customer satisfaction and international business: A multidisciplinary review and avenues for research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 53(8), pages 1695-1733, October.
    3. Abdelmoety, Ziad Hassan & Aboul-Dahab, Sameh & Agag, Gomaa, 2022. "A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Shahid, Shadma & Adil, Mohd & Sadiq, Mohd & Dash, Ganesh, 2024. "Why do consumers consume masstige products? A cross-cultural investigation through the lens of self-determination theory," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    5. Aleck Chao-Hung Lin, 2023. "Emerging Key Elements of a Business Model for Sustaining the Cultural and Creative Industries in the Post-Pandemic Era," Sustainability, MDPI, vol. 15(11), pages 1-17, May.
    6. Rukhsana Gul Gilal & Faheem Gul Gilal & Naeem Gul Gilal, 2024. "Beauty and the brands: the interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 251-264, May.
    7. Mansoor, Mahnaz & Paul, Justin & Saeed, Abid & Cheah, Jun-Hwa, 2024. "When mass meets prestige: The impact of symbolic motivations, inspirations, and purchase intentions for Masstige products," Journal of Business Research, Elsevier, vol. 176(C).
    8. Venkatesh Shankar & Unnati Narang, 2020. "Emerging market innovations: unique and differential drivers, practitioner implications, and research agenda," Journal of the Academy of Marketing Science, Springer, vol. 48(5), pages 1030-1052, September.
    9. van Esch, Patrick & Cui, Yuanyuan (Gina) & Sledge, April & Das, Gopal & Pala, Erol, 2023. "Preference for partner or servant brand roles depends on consumers’ power distance belief," Journal of Business Research, Elsevier, vol. 162(C).
    10. Candy Lim Chiu & Han-Chiang Ho & Zhengqiao Xie & Qi Wu & Yuqi Yuan, 2024. "Culturally mixed co-branding product framing in China: the role of cultural sensitivity, product quality, and purchase probability," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    11. Jake Hoskins & Shyam Gopinath & J. Cameron Verhaal & Elham Yazdani, 2021. "The influence of the online community, professional critics, and location similarity on review ratings for niche and mainstream brands," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1065-1087, November.
    12. Bitty Balducci & Detelina Marinova, 2018. "Unstructured data in marketing," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 557-590, July.
    13. Javornik, Ana & Marder, Ben & Pizzetti, Marta & Warlop, Luk, 2021. "Augmented self - The effects of virtual face augmentation on consumers' self-concept," Journal of Business Research, Elsevier, vol. 130(C), pages 170-187.
    14. Malika Malika & Durairaj Maheswaran & Shailendra Pratap Jain, 2022. "Perceived financial constraints and normative influence: discretionary purchase decisions across cultures," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 252-271, March.
    15. Trif Georgiana, 2024. "The Role Of Artificial Intelligence In Cultural Product Development: A Comprehensive Analysis," Social-Economic Debates, Association for Entreprenorial Spirit Promotion, vol. 13(2), pages 43-54, iulie.
    16. Tripathi, Sanjeev & Bansal, Anjali & Bansal, Amrita, 2022. "Sociocultural changes and portrayal of women in advertisements: A temporal investigation across product categories," Journal of Business Research, Elsevier, vol. 153(C), pages 216-227.
    17. Wu, Chunhua & Weinberg, Charles B. & Wang, Qiyuan & Ho, Jason Y.C., 2022. "Administrative trade barrier: An empirical analysis of exporting Hollywood movies to China," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1253-1274.
    18. Ha, Kyoungnam Catherine & Song, Reo & Erickson, Gary, 2021. "Multidimensional brand equity and asymmetric risk," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 593-614.
    19. Robert Mai & Stefan Hoffmann & Ingo Balderjahn, 2021. "When drivers become inhibitors of organic consumption: the need for a multistage view," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1151-1174, November.
    20. Erthal, Alice & Frangeskou, Marianna & Marques, Leonardo, 2021. "Cultural tensions in lean healthcare implementation: A paradox theory lens," International Journal of Production Economics, Elsevier, vol. 233(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:8:y:2024:i:12:p:1445-1455. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.