The Effects of Products’ Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency (Record no. 48335)
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| 000 -LEADER | |
|---|---|
| fixed length control field | nam a22 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20170923183107.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 170923b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Liu, Yan |
| 9 (RLIN) | 27562 |
| 245 ## - TITLE STATEMENT | |
| Title | The Effects of Products’ Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 83- 102 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | A product’s physical appearance is difficult to quantify, and the impact of product appearance on demand has rarely been studied using market data. The authors adopt a recently developed morphing technique to measure a product’s aesthetic design and investigate its effect on consumer preference. Drawing upon categorization theory, the authors consider the effects of three dimensions of aesthetic design—segment prototypicality (SP), brand consistency (BC), and cross-segment mimicry (CSM)—and their moderating effects on marketing mix effectiveness in a unified framework. The empirical analysis uses a unique, large data set consisting of 202 car models from 33 brands sold in the United States from 2003 to 2010. The authors find that consumer preference peaks at moderate levels of SP and BC and that economy-segment products benefit from CSM of luxury products. Moreover, SP intensifies price sensitivity, and BC muffles price sensitivity while increasing advertising effectiveness. Two what-if studies illustrate how managers can use the empirical model to evaluate alternative aesthetic design choices. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Product design |
| Uncontrolled term | Segment prototypicality |
| Uncontrolled term | Brand consistency |
| Uncontrolled term | Categorization |
| Uncontrolled term | Marketing-mix effects |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Li, Krista J. |
| 9 (RLIN) | 27563 |
| Personal name | Chen, Haipeng (Allan) |
| 9 (RLIN) | 27564 |
| Personal name | Balachander, Subramanian, |
| 9 (RLIN) | 27565 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 29537 |
| Host Itemnumber | 66971 |
| Main entry heading | FRAZIER GARY L. |
| Other item identifier | 5557753 |
| Title | JOURNAL OF MARKETING |
| International Standard Serial Number | 0022-2429 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 23/09/2017 | Vol 81, No 1\ 5557753JA5 | 5557753JA5 | 23/09/2017 | 23/09/2017 |