Applying Kansei Engineering Method on Investigating Mobile Phone’s Brand Image Amongst Iranian Young Designers

Mehdi Aslefallah
Industrial Design Department, Faculty of Applied Arts, University of Art, Iran

Nasser Koleini Mamaghani
Industrial Design Department, School of Architecture and Environmental Deisgn Iran University of Science and Technology, Iran

Sina Khalkhali
Industrial Design (Bsc.), Azad University, Iran

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Ingår i: KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13

Linköping Electronic Conference Proceedings 100:54, s. 641-649

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Publicerad: 2014-06-11

ISBN: 978-91-7519-276-5

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


As Walter Landor Declared “Products are Made in the factory; but brands are created in the mind”; brand image in the customer’s mind; plays an important role in success of products in today’s high-competitive market. With this in mind; the aim of this research is to investigate the brand image of top-selling mobile phone manufacturers amongst a group of young design students in the telecommunication sector of Iranian local market. Iranian population constitutes one of the youngest countries in the world; on the other hand the young designers are generally considered as ICT-savvy individuals that steer the market inclinations. Therefore; this segment of users has been selected as the target group. To achieve the aim of this study; the Kansei Engineering method is utilized for verbalizing the associated qualities of the brand images. To find customer’s perception of brand images; 6 brands were chosen respectively as followed in alphabetical order: Apple; HTC; LG; Nokia; Samsung and Sony. According to their relevance for brand characteristics; 30 Kansei pair-words have been selected. In order to analyze the obtained data; one way analysis of variance and factor analysis methods has been used to find the internal relation between the image and the aforementioned Kansei words which are corresponding to psychological mapping of the subject mindset towards these brands. Finally the results of this study can contribute to the market performance of these brands as well as developing a more realistic picture of demographic data of the Iranian young designers.


Kansei Engineering; Brand Image; Customer perception; Mobile Phone Market


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