The Impacts of Design Orientation on Brand and Reputation Orientation
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The paper aims to examine the relationships among a company's design, brand, and reputation orientations. DBR (Design, Brand, Reputation) have been regarded as invisible growth engines for companies and draws much interest among Brand, PR and IR managers recently. We have tested three hypotheses and have developed a relationship mechanism on how to develop those three key intangible marketing assets. We have conducted 131 interviews with company managers who are involved in DBR activities, and used the Structural Equation Model (SEM) to estimate those relationships. It was found that a company's design orientation influences the company's brand orientation positively and this one brand influences reputation orientations consequently. However, design orientation does not show any significant relationship with a company's reputation orientations. Thus, there is a D->B >R chain mechanism concerning these three intangible marketing assets. Finally, the implications of this study and suggestions of further studies are discussed.
Abstract
The paper aims to examine the relationships among a company's design, brand, and reputation orientations. DBR (Design, Brand, Reputation) have been regarded as invisible growth engines for companies and draws much interest among Brand, PR and IR managers recently. We have tested three hypotheses and have developed a relationship mechanism on how to develop those three key intangible marketing assets. We have conducted 131 interviews with company managers who are involved in DBR activities, and used the Structural Equation Model (SEM) to estimate those relationships. It was found that a company's design orientation influences the company's brand orientation positively and this one brand influences reputation orientations consequently. However, design orientation does not show any significant relationship with a company's reputation orientations. Thus, there is a D->B >R chain mechanism concerning these three intangible marketing assets. Finally, the implications of this study and suggestions of further studies are discussed.
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