Abstract
By having a similar appearance, products can be grouped together. This is used by brands to generate a common product origin. This paper investigates to what extent the ratings of similarity (high dissimilarity - high similarity) and more precisely brand affiliation (different brands - one brand) of product pairs differ. For this purpose, an online survey was conducted using the example of vehicle fronts. These were specifically designed with regard to different shapes and product perceptions (object-oriented impression of the product). The results of the ratings differ significantly for some product pairs concerning similarity and brand affiliation. In addition, the response behavior of the participants in the evaluation of brand affiliation is better attributed to the shape and product perception.
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We would like to thank all the participants of the study for supporting this research.
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Fischer, M.S., Holder, D., Maier, T. (2021). Are Brand Affiliation Tasks and Similarity Evaluations Comparable? An Examination Using the Example of the Vehicle Front. In: Shin, C.S., Di Bucchianico, G., Fukuda, S., Ghim , YG., Montagna, G., Carvalho, C. (eds) Advances in Industrial Design. AHFE 2021. Lecture Notes in Networks and Systems, vol 260. Springer, Cham. https://doi.org/10.1007/978-3-030-80829-7_98
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DOI: https://doi.org/10.1007/978-3-030-80829-7_98
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