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Browsing by Author "Braun, Alina Maria"
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The Influence of Design Complexity on Perceived Quality: The Moderating Role of Price and Brand Familiarity
Braun, Alina Maria (2015-05-07)
This study investigates the influence of three important product factors – design,
brand, and price on consumers’ perceived product quality and purchase intention. A 2
(product design: complex/simple) x 2 (brand familiarity: ...
The Preference for the Aesthetic Middle: A Perceived Risk Based Explanation and the Moderating Role of Aesthetic Expertise and Product Confidence
Braun, Alina Maria (2018-04-27)
In the context of the aesthetics of consumer products, this study proposed an explanation for the preference for the aesthetic middle based on the psychological construct of perceived risks. The study proposed two research ...