Essec\Faculty\Model\Contribution {#2233
  #_index: "academ_contributions"
  #_id: "731"
  #_source: array:26 [
    "id" => "731"
    "slug" => "brand-and-design-effects-on-new-product-evaluation-at-the-concept-stage"
    "yearMonth" => "2017-06"
    "year" => "2017"
    "title" => "Brand and Design Effects on New Product Evaluation at the Concept Stage"
    "description" => "HERBETH, N., DESSALLES, S. et DESMET, P. (2017). Brand and Design Effects on New Product Evaluation at the Concept Stage. <i>Journal of Marketing Management</i>, 1(5), pp. 21-26."
    "authors" => array:3 [
      0 => array:3 [
        "name" => "DESMET Pierre"
        "bid" => "B00000155"
        "slug" => "desmet-pierre"
      ]
      1 => array:1 [
        "name" => "HERBETH N."
      ]
      2 => array:1 [
        "name" => "DESSALLES S."
      ]
    ]
    "ouvrage" => ""
    "keywords" => array:7 [
      0 => "Product design"
      1 => "New product"
      2 => "Brand equity"
      3 => "Emotion"
      4 => "Car"
      5 => "Anchoring effect"
      6 => "Hedonic evaluation."
    ]
    "updatedAt" => "2021-09-24 10:33:27"
    "publicationUrl" => "http://jmm-net.com/journals/jmm/Vol_5_No_1_June_2017/3.pdf"
    "publicationInfo" => array:3 [
      "pages" => "21-26"
      "volume" => "1"
      "number" => "5"
    ]
    "type" => array:2 [
      "fr" => "Articles"
      "en" => "Journal articles"
    ]
    "support_type" => array:2 [
      "fr" => "Revue scientifique"
      "en" => "Scientific journal"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "La valeur de la marque est un élément déterminant dans l'évaluation d'un nouveau produit. Cette recherche vise à mesurer la contribution de la marque à un stade précoce de développement du produit, le stade du design concept. Dans un cadre expérimental la présence/absence de la marque est combinée avec quatre concepts de voiture qui sont évalués globalement ainsi que sur les dimensions fonctionnelles et hédoniques et les émotions générées. Les résultats montrent qu'à ce stade de développement, l'effet direct de la marque anticipé par la théorie de l'ancrage est globalement faible par rapport à l'effet du design et qu'il est modéré par la typicalité. L'étude révèle non seulement la spécificité des médiateurs pour la marque (fonctionnel) et le design (hédonique) mais aussi le rôle médiateur général des émotions entre les évaluatsions fonctionnelles et hédoniques et l'évaluation globale du concept."
      "en" => "Brand equity provides a high contribution to new product evaluation in consumption situations. The present study aims at measuring the brand contribution to the evaluation of a design concept at an early stage of the new product development process. The experimental design crosses four car concepts assessed on functional and hedonic dimensions, emotions and overall liking, and the brand of a generalist car maker. Results show that at this stage the direct effect of the brand hypothesized by the anchoring effect is moderated by typicality and weak compared to the design effect. In fact, the overall brand effect is mainly mediated by emotions. Furthermore, brand equity and design are working through different intermediate evaluations, functional for the brand and hedonic for the design. Finally results also emphasize that emotion is a key mediating variable between functional and hedonic evaluations and overall liking."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-12-22T01:21:46.000Z"
    "docTitle" => "Brand and Design Effects on New Product Evaluation at the Concept Stage"
    "docSurtitle" => "Articles"
    "authorNames" => "<a href="/cv/desmet-pierre">DESMET Pierre</a>, HERBETH N., DESSALLES S."
    "docDescription" => "<span class="document-property-authors">DESMET Pierre, HERBETH N., DESSALLES S.</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2017</span>"
    "keywordList" => "<a href="#">Product design</a>, <a href="#">New product</a>, <a href="#">Brand equity</a>, <a href="#">Emotion</a>, <a href="#">Car</a>, <a href="#">Anchoring effect</a>, <a href="#">Hedonic evaluation.</a>"
    "docPreview" => "<b>Brand and Design Effects on New Product Evaluation at the Concept Stage</b><br><span>2017-06 | Articles </span>"
    "docType" => "research"
    "publicationLink" => "<a href="http://jmm-net.com/journals/jmm/Vol_5_No_1_June_2017/3.pdf" target="_blank">Brand and Design Effects on New Product Evaluation at the Concept Stage</a>"
  ]
  +lang: "fr"
  +"_type": "_doc"
  +"_score": 9.054154
  +"parent": null
}