Product experience is a multi& / #8208 / dimensional user& / #8208 / product interaction, which includes the
user&rsquo / s emotional aspects. Emotional experience is a component of product experience
which comprises the emotions elicited by the brands and products of the brand. This
study investigates the relationship between brand and product emotions and the
qualities of products that evoke these emotions.
The presented study was mainly based on literature review and empirical study. First,
psychological background of emotions was reviewed to explain the process underlying
these emotions. Then, emotions of users were investigated from design and marketing
perspectives. The literature review was then supported by the data collected through
the findings of the empirical study.
The empirical study aimed at examining the relationship between emotions of users,
product qualities and brand of the product. One product of five different brands were
shown to the participants and each participant was asked to rate their emotions. Each
participant was shown one set of products (i.e. iron), and each set was consisted of
original (O), mixed (M) brand names or no brand name (N). The results of 105
participants were evaluated using statistical analyses and content analyses methods.
The data analyses were undertaken separately for each of the product groups, with the
findings for each group then being cross& / #8208 / compared using SPSS software. The aim was to
elicit information on possible relations between brands that form certain impressions
of, and emotions towards products bearing their brand name, plus the change in
negative/positive emotions associated with each iron across the three groups. The
results give valuable insights into the practical impact of branding, product identity and
product emotions. The study also extends the understanding of how branding affects
people&rsquo / s emotional responses to consumer products.
| Identifer | oai:union.ndltd.org:METU/oai:etd.lib.metu.edu.tr:http://etd.lib.metu.edu.tr/upload/12609730/index.pdf |
| Date | 01 July 2008 |
| Creators | Karahanoglu, Armagan |
| Contributors | Sener Pedgley, Bahar |
| Publisher | METU |
| Source Sets | Middle East Technical Univ. |
| Language | English |
| Detected Language | English |
| Type | M.S. Thesis |
| Format | text/pdf |
| Rights | To liberate the content for public access |
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