A quantitative test for brand design management model

Eliane Cristine Francisco-Maffezzolli, Isabel Moll de Alba Mendoza, Jordi Montaña Matosas

Producció científica: Contribució a una conferènciaContribució


The Brand Design Management Model was proposed by Montaña et al (2007) and contemplates a design orientation making use of generation of concepts, design strategy, resources and implementation and results. After this, it was revised by Moll et al (2007) and was added a market orientation perspective into the model. However the authors explored and developed this model just in a theoretical and qualitative approach. Hence a quantitative approach could provide insights about the reliability of this model, and could cover this literature gap once it still was not examinate in a quantitative path. The study involved quantitative research methodology. The empirical context considered companies from small and medium segments from varieties industries. The measurement scales were evaluated by exploratory factorial analysis and alpha cronbach reliability. To verify the proposed relations into the model were used correlation analysis. The results offer many insights about what mostly affect the design management model. It was possible to verify in each part of the model, what was more or less evident in the companies and where is possible to find the best correlations. The study supplies a single learning to managers and researches to understand what means brand design management model and how it have been founded and developed inside companies. The authors advise research limitations and future developments.
Idioma originalAnglès
Estat de la publicacióPublicada - 9 d’abr. 2010
Esdeveniment6th International Conference of the Academy of Marketing's Brand, Identity and Corporate Reputation SIG -
Durada: 9 d’abr. 201011 d’abr. 2010


Conferència6th International Conference of the Academy of Marketing's Brand, Identity and Corporate Reputation SIG


Navegar pels temes de recerca de 'A quantitative test for brand design management model'. Junts formen un fingerprint únic.

Com citar-ho