Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships

This article critically examines consumer–brand relationships from the perspective of interpersonal relationship theory. Specifically, the authors investigate the relationship between brand experience and the two components of brand loyalty, namely purchase brand loyalty and attitudinal brand loyalty. The study also examines the link between brand experience and brand relationship variables, brand trust, brand attachment and brand commitment. In addition, the mediating role of brand personality and brand commitment in the relationship between brand experience and brandloyalty is investigated. Drawing on the results of an empirical cross-brand study from three product categories, the authors demonstrate that brand experience, brand personality and brand relationship variables (brand attachment and brand commitment) all affect the degree to which a consumer is loyal to a brand. On the basis of the findings, the authors offer guidelines to managers on how to build and sustain purchase and attitudinal brand loyalty by enhancing brand experience. The theoretical and managerial significance of the findings together with directions for future research are discussed

Human factors and ergonomics design principles and guidelines : helping designers to be more creative

This is a pre-copyedited version of a contribution published in: Proceedings of the 20th Congress of the International Ergonomics Association (IEA 2018). IEA 2018. Advances in Intelligent Systems and Computing, vol 824, edited by Bagnara S., Tartaglia R., Albolino S., Alexander T., Fujita Y., published by Springer, Cham. The definitive authenticated version is available online via https://doi.org/10.1007/978-3-319-96071-5_17.The knowledge and application of Human Factors/Ergonomics (HFE) principles and guidelines can help designers to develop better products and services. However, they may also include design constraints that may affect designers’ creativity. Although both HFE principles and guidelines and creativity are considered essential in the design of products and services, the link between them is little researched. In this article a discussion is presented on the influence that HFE principles and guidelines can exert on the creativity of designers. It also presents case studies of HFE principles and guidelines and discusses how they can influence designers’ creativity. In addition, a set of recommendations is suggested to help designers apply ergonomic design principles and guidelines to stimulate creativity. It is concluded that HFE principles and guidelines can assist designers in creating safer and more efficient products and services and can also broaden their creative process and therefore the originality and appropriateness of products and services

Social media and sensemaking patterns in new product development: demystifying the customer sentiment

Artificial intelligence by principle is developed to assist but also support decision making processes. In our study, we explore how information retrieved from social media can assist decision-making processes for new product development (NPD). We focus on consumers’ emotions that are expressed through social media and analyse the variations of their sentiments in all the stages of NPD. We collect data from Twitter that reveal consumers’ appreciation of aspects of the design of a newly launched model of an innovative automotive company. We adopt the sensemaking approach coupled with the use of fuzzy logic for text mining. This combinatory methodological approach enables us to retrieve consensus from the data and to explore the variations of sentiments of the customers about the product and define the polarity of these emotions for each of the NPD stages. The analysis identifies sensemaking patterns in Twitter data and explains the NPD process and the associated steps where the social interactions from customers can have an iterative role. We conclude the paper by outlining an agenda for future research in the NPD process and the role of the customer opinion through sensemaking mechanisms

Positioning industrial design students to operate at the 'fuzzy front end': Investigating a new arena of university design education

10.1007/s10798-010-9133-5International Journal of Technology and Design Education214425-447IJDE

Optimization of the Force Feedback of a Dishwasher Door Putting the Human in the Design Loop

The aim of the research work described in the paper is to enable designers to optimize the force feedback of a dishwasher door, in order to improve the user experience with the product at the moment of purchase. This is obtained by allowing the user to test the product since the beginning of the design process through the use of interactive Virtual Prototypes based on haptic technologies. A commercially available dishwasher is used as case study. The mechanical system producing the force feedback is modeled in a multi-domain simulation environment, and in parallel a parameterized simplified simulation is made available to the user through a force feedback haptic device. That feedback can be easily modified on user’s requests and the desired behavior can be sent back to the multi-domain simulation, which optimizes the system to behave in the desired way. How to correctly involve humans into the proposed design framework is also discussed, highlighting their key role in determining product characteristics