Hedonic and symbolic consumption perceived values: opportunities for innovators and designers in the fields of brand and product design

Clarinda Mathews, Laure Ambroise () and Jean-Marie Brignier ()
Additional contact information
Clarinda Mathews: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Laure Ambroise: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
Jean-Marie Brignier: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

Post-Print from HAL

Abstract: This paper's objective is to stress the interest for both innovators and designers of a marketing concept that has been widely explored since the early 80's in the fields of customer behaviour and brand management. Indeed, the concept of hedonic perceived value, as defined by Holbrook and Hirschmann (1982), has provided marketers with a more complete understanding of consumption experiences. We argue that innovators and designers, could better assess the potentiality and viability of their ideas or projects, as early as during the conception phase of new brands and products, by taking into account the findings of a marketing study on hedonic and symbolic brand value perception which we present here. Firstly, we draw upon the hedonic and symbolic perceived value in the marketing literature. We then discuss the results of our survey, conducted in a French mass-consumption context, investigating the brand choice process of 251 customers among 3 product categories and 9 brands. We use tools initially developed by marketers to analyse the various dimensions of perceived brand value to explore their influence on customer-brand relationship and customer behaviour. Our findings show that both industrial brands and retailer brands can be valued in terms of hedonic and symbolic benefits. In an attempt to identify bridges between current brand management research and today's innovation and design issues, we indicate theoretical and managerial implications emphasizing the interest of interactions between designers, marketers and prospects or users during the conception phase of brands or products life cycle.

Keywords: Perceived value; brand relationship; consumer behaviour; design; innovation.; innovation (search for similar items in EconPapers)
Date: 2009-05-11
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00654731v1
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Published in Renaissance & Renewal in Management Studies, May 2009, Liverpool, United Kingdom. 32p

Downloads: (external link)
https://shs.hal.science/halshs-00654731v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00654731

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().