Article | KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13 | Applying Kansei Engineering Method on Investigating Mobile Phone’s Brand Image Amongst Iranian Young Designers Link�ping University Electronic Press Conference Proceedings
Göm menyn

Title:
Applying Kansei Engineering Method on Investigating Mobile Phone’s Brand Image Amongst Iranian Young Designers
Author:
Mehdi Aslefallah: Industrial Design Department, Faculty of Applied Arts, University of Art, Iran Nasser Koleini Mamaghani: Industrial Design Department, School of Architecture and Environmental Deisgn Iran University of Science and Technology, Iran Sina Khalkhali: Industrial Design (Bsc.), Azad University, Iran
Download:
Full text (pdf)
Year:
2014
Conference:
KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13
Issue:
100
Article no.:
054
Pages:
641-649
No. of pages:
9
Publication type:
Abstract and Fulltext
Published:
2014-06-11
ISBN:
978-91-7519-276-5
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


Export in BibTex, RIS or text

As Walter Landor Declared “Products are Made in the factory; but brands are created in the mind”; brand image in the customer’s mind; plays an important role in success of products in today’s high-competitive market. With this in mind; the aim of this research is to investigate the brand image of top-selling mobile phone manufacturers amongst a group of young design students in the telecommunication sector of Iranian local market. Iranian population constitutes one of the youngest countries in the world; on the other hand the young designers are generally considered as ICT-savvy individuals that steer the market inclinations. Therefore; this segment of users has been selected as the target group. To achieve the aim of this study; the Kansei Engineering method is utilized for verbalizing the associated qualities of the brand images. To find customer’s perception of brand images; 6 brands were chosen respectively as followed in alphabetical order: Apple; HTC; LG; Nokia; Samsung and Sony. According to their relevance for brand characteristics; 30 Kansei pair-words have been selected. In order to analyze the obtained data; one way analysis of variance and factor analysis methods has been used to find the internal relation between the image and the aforementioned Kansei words which are corresponding to psychological mapping of the subject mindset towards these brands. Finally the results of this study can contribute to the market performance of these brands as well as developing a more realistic picture of demographic data of the Iranian young designers.

Keywords: Kansei Engineering; Brand Image; Customer perception; Mobile Phone Market

KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13

Author:
Mehdi Aslefallah, Nasser Koleini Mamaghani, Sina Khalkhali
Title:
Applying Kansei Engineering Method on Investigating Mobile Phone’s Brand Image Amongst Iranian Young Designers
References:

Lee; S.; Harada; A.; & Stappers; P. J. (2002). Pleasure with Products: Design based Kansei. In W. Green & P. Jordan (Eds.). Pleasure with Products: Beyond usability (pp.219-229). London: Taylor & Francis.

Nagamachi; M. (1997). Kansei Engineering: The Framework and Methods. In M. Nagamachi (Ed.); Kansei Engineering (pp.1-9). Kure: Kaibundo Publishing Co. Ltd.

Nagamura; N. (1991). Measurement of Kansei. In H. Kuriyama (Ed.); Handbook of Advanced Technology of Kansei Measurement. Science Forum.

Nagasawa; S. y. (2002). Kansei and Business. International Journal of Kansei Engineering; vol.3; pp.2-12.

Schütte; S. (2005). Engineering Emotional Values in Product Design (Kansei Engineering in Development). Linköping Studies in Science and Technology.

KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13

Author:
Mehdi Aslefallah, Nasser Koleini Mamaghani, Sina Khalkhali
Title:
Applying Kansei Engineering Method on Investigating Mobile Phone’s Brand Image Amongst Iranian Young Designers
Note: the following are taken directly from CrossRef
Citations:
No citations available at the moment


Responsible for this page: Peter Berkesand
Last updated: 2018-9-11