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Multi-modal visual experience of brand-specific automobile design

Warell, Anders LU (2008) In The Tqm Journal 20(4). p.356-371
Abstract
Purpose – This paper presents a questionnaire study of brand-specific perceptions of automotive

design using subjective rating methods. The purpose of the paper is to explore the multiple modalities

of the visual product experience of automobile design as perceived by the general public. Furthermore,

the experiences were analysed using a framework for visual product experience (VPE).

Design/methodology/approach – Respondents were asked to assess the design of two car models

at an international car show in relation to brand perceptions and visually perceived attributes using,

among other tools, visual analogue scales. Analysis was done using a qualitative technique.

Findings –... (More)
Purpose – This paper presents a questionnaire study of brand-specific perceptions of automotive

design using subjective rating methods. The purpose of the paper is to explore the multiple modalities

of the visual product experience of automobile design as perceived by the general public. Furthermore,

the experiences were analysed using a framework for visual product experience (VPE).

Design/methodology/approach – Respondents were asked to assess the design of two car models

at an international car show in relation to brand perceptions and visually perceived attributes using,

among other tools, visual analogue scales. Analysis was done using a qualitative technique.

Findings – Results from the study indicate that there is a correlation/relation between experiential

modes, in that respondents tended to rate attributes consistently high or low across modes. This

implies that if the aesthetics are not perceived as favourable, neither is the expression of the car.

Furthermore, respondents’ assessments of aesthetic appeal and expression are on an average

strikingly similar, suggesting that the level of aesthetic appeal correlates with the level of semantic

understanding of the design. The general rating of emotional response follows a similar consistent

pattern for the two studied cars.

Originality/value – Study approach as a way to gain insights into subjective perceptions of

products based on appreciation and interpretation of visual product form. VPE framework

recognising, mapping and clarifying the multiple modes of the visual experience. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Automotive industry, Brand image, Marketing strategy, Customer satisfaction
in
The Tqm Journal
volume
20
issue
4
pages
356 - 371
publisher
Emerald Group Publishing Limited
external identifiers
  • scopus:46249123489
ISSN
1754-2731
language
English
LU publication?
yes
id
a31affc8-d76a-4f95-848c-a48cf41d682a (old id 3917989)
date added to LUP
2014-03-21 10:11:08
date last changed
2017-06-18 04:41:08
@article{a31affc8-d76a-4f95-848c-a48cf41d682a,
  abstract     = {Purpose – This paper presents a questionnaire study of brand-specific perceptions of automotive<br/><br>
design using subjective rating methods. The purpose of the paper is to explore the multiple modalities<br/><br>
of the visual product experience of automobile design as perceived by the general public. Furthermore,<br/><br>
the experiences were analysed using a framework for visual product experience (VPE).<br/><br>
Design/methodology/approach – Respondents were asked to assess the design of two car models<br/><br>
at an international car show in relation to brand perceptions and visually perceived attributes using,<br/><br>
among other tools, visual analogue scales. Analysis was done using a qualitative technique.<br/><br>
Findings – Results from the study indicate that there is a correlation/relation between experiential<br/><br>
modes, in that respondents tended to rate attributes consistently high or low across modes. This<br/><br>
implies that if the aesthetics are not perceived as favourable, neither is the expression of the car.<br/><br>
Furthermore, respondents’ assessments of aesthetic appeal and expression are on an average<br/><br>
strikingly similar, suggesting that the level of aesthetic appeal correlates with the level of semantic<br/><br>
understanding of the design. The general rating of emotional response follows a similar consistent<br/><br>
pattern for the two studied cars.<br/><br>
Originality/value – Study approach as a way to gain insights into subjective perceptions of<br/><br>
products based on appreciation and interpretation of visual product form. VPE framework<br/><br>
recognising, mapping and clarifying the multiple modes of the visual experience.},
  author       = {Warell, Anders},
  issn         = {1754-2731},
  keyword      = {Automotive industry,Brand image,Marketing strategy,Customer satisfaction},
  language     = {eng},
  number       = {4},
  pages        = {356--371},
  publisher    = {Emerald Group Publishing Limited},
  series       = {The Tqm Journal},
  title        = {Multi-modal visual experience of brand-specific automobile design},
  volume       = {20},
  year         = {2008},
}