Aligning Brand Identity with Public Expectation: The Critical Role of Design in Product Extension Success

Afrina Rauhah Abdul Jamil and Muhammad Fauzan Abu Bakar
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Afrina Rauhah Abdul Jamil: College of Creative Arts, Universiti Teknologi MARA Cawangan Sarawak
Muhammad Fauzan Abu Bakar: College of Creative Arts, Universiti Teknologi MARA Cawangan Sarawak

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 12, 1445-1455

Abstract: This study investigates the role of design development in shaping public acceptance of product extensions in Malaysia, a culturally diverse and economically dynamic nation. Product extensions, which leverage existing brand equity to introduce new offerings, depend heavily on consumer perception and acceptance. Design development serves as a critical element in bridging consumer expectations with brand strategies. By examining the interplay between design, brand image, and public acceptance, this study provides insights into how cultural, demographic, and psychological factors converge to influence purchase intentions. Employing a mixed-methods approach grounded in survey data analysed through Partial Least Squares Structural Equation Modelling (PLS-SEM), the research identifies significant relationships between design development, brand image, and consumer behaviour. Findings reveal that culturally resonant design not only enhances public acceptance but also serves as a mediator between product innovation and consumer loyalty. These results underscore the importance of tailoring design strategies to align with the unique preferences of Malaysian consumers, offering actionable recommendations for practitioners and policymakers alike.

Date: 2024
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