Brand Strength Meets Product Design : The Interactive Interplay of two Core Marketing-Mix Components

Existing research on product design has demonstrated the importance of aesthetics in generating favorable consumer responses. However, the literature has only recently begun to explore if and to what extent the impact of product design is influenced by brand strength. Whereas some research indicates that strong brands may benefit less strongly from aesthetically attractive designs, other research suggests that attractive designs are more persuasive when they are paired with a strong brand. In this research, we test these two competing predictions through an experiment and a field study with German car buyers. Both studies yield converging evidence and show that product design and brands interact in a positive fashion, suggesting that attractive designs may exert a greater influence on consumers' decision processes when they are accompanied by a strong brand. Theoretical and managerial implications are discussed.