Title :
Brand communication and product innovation research
Author_Institution :
Sch. of Autom., Beijing Univ. of Posts & Telecommun., Beijing, China
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;
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
DOI :
10.1109/CAIDCD.2009.5375359
