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Brand Perceived Quality Research And Its Value For Designers

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Yonglei MA


"The popularity of social networks and Internet forums has provided consumers with a new way to submit complaints, which prompts companies and designers to think about what is really good quality? Although the quality of the product or service can be significantly improved in the initial phase of the R&D process, it may have little or nothing to do with the actual result of the product or service to qualify as being excellent. This paper starts with a literature review of the
term perceived quality to form different perspectives (marketing, branding and research), and then takes as a case study, the research project of male users’ brand perceived quality in the home cleaning industry of China. It presents the context, process and outcome. Finally concludes with several key issues that designers should consider when implementing such research projects."

PUBLISHED: Proceedings from the The 18th DMI: Academic Design Management Conference, 2012


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