Design Visual Elements and Brand-Based Equity: Mediating Role of Green Concept

Area of Science:

• Business and Management
• Marketing
• Organizational Behavior

Background:

• Consumer-focused design perception research is extensive, yet employee perspectives remain under-explored.
• Understanding employee engagement with brand elements is vital for organizational success.
• The influence of product design on internal stakeholders, specifically employees, requires further investigation.

Purpose of the Study:

• To examine the effect of product design elements on employee-brand-based equity.
• To investigate the mediating role of the green concept in this relationship.
• To provide insights for manufacturing firms on leveraging design for employee engagement.

Main Methods:

• Survey research methodology employed with convenience sampling.
• Data collected from 346 employees in the manufacturing sector.
• Structural Equation Modeling (SEM) using SmartPLS for data analysis.

Main Results:

• Product design elements significantly influence employee perceptions and foster positive employee-brand-based equity.
• The green concept was confirmed as a significant mediator in the relationship between design elements and employee-brand-based equity.
• The study validates the impact of tangible design attributes on intangible employee-brand perceptions.

Conclusions:

• Product design is a critical factor in shaping employee attitudes and brand equity within manufacturing organizations.
• Integrating green concepts into product design can amplify positive employee responses and brand perception.
• Future research should explore cross-industry applications and diverse employee demographics.