From Heritage to Modernity: Evaluating Consumer Emotional Response and Brand Perception in Re-Innovated Baoxiang Motif Product Design
List of Authors
Jin Ying, Mustaffa Halabi Azahari
Keyword
Baoxiang Motif; Design Authenticity; Emotional Appeal; Brand Perception; Cultural Branding
Abstract
The study presents a systematic examination of the emotional responses and perception of consumers towards the brands which use traditional cultural symbols specifically the Baoxiang pattern integrated into the design of modern products. The research mainly relies on a mix of the qualitative and quantitative data collection and analysis techniques, using a quantitative survey primarily and optional qualitative interviews to analyze consumer attitudes toward re-innovated Baoxiang motif products. It delves into the separate impact of three independent variables design authenticity, modernity in design integration, and emotional appeal on two outcome variables: the perceived brand value, and the purchase intention. Besides, it examines the role of cultural familiarity as a moderator to such interconnections. In addition to that, visual stimuli are utilized to create a similar situation to the one that people would encounter in real life product exposure, thereby allowing respondents to react authentically to both aesthetic and cultural cues. This study serves as a bridge between the cultural heritage and the contemporary design by being able to provide an understanding of the role that emotional and cultural connections have in shaping consumer preferences, thus, contributing to both the academic discourse and the practical design strategy for culturally-rooted brands.