I am a PhD Scholar at IIM Lucknow, India and working in the area of design perception and brand equity.

(See my biography page for more information).

Consumer Based Brand Equity Derived from Visual Design Perception of Interactive Devices

This paper empirically establishes how a visually appealing interactive device can have a positive effect on the consumer based brand equity for the manufacturer, achieved via a great user experience.

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Published online: October 10, 2014