The Role of Shape and Brand in Product Image  

Oleh:

Widodo, Imam D. ; Tontowi, Alva E. ; Subagyo ; Sugiyanto

Jenis: Article from Proceeding
Dalam koleksi: APCOMS 2009: The 2nd Asia-Pacific Conference on Manufacturing System: Reconfigurable Manufacturing System for Facing Turbulent Manufacturing Environment, November 4th-5th, 2009, Yogyakarta, Indonesia, page VIII.13-18.
Topik: Shape Attribute; Brand; Product Image; Conjoint;
Fulltext: APCOMS G8-2.pdf (146.63KB)

Isi artikel

The economic success of manufacturing firms depends on their ability to identify the customer needs and to quickly create product that meet the needs at reasonable price. Customer reactions and preferences may be caused by product design parameters that operate either through their perceptual attributes or from the experience they acquire in using the artifacts or interfaces, both functional and affective needs. Aesthetic and symbolic have significant role of product appearance. The preferred model, shape, part position, and brand were found to differ depending on the way in which product appearance played a role for subjects. Based on conjoint analysis, the roles of product shape attributes and brand to product images, namely luxury, masculinity, formality, modernity, and attractiveness, are identified and discussed. Motorcycle becomes research object. The result indicates that brand is important attribute to the five images. Besides brand, masculinity is influenced by model and main lamp position; formality is influenced by lamp position; luxury is influenced by lining; modernity is influenced by lamp position and lining; and interestingness is influenced by lamp position and lining. Separated-united main and sign lamp does not strongly contribute to image development.

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