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Marketing function and form: How functionalist and experiential architectures affect corporate brand personality
Ist Teil von
International journal of research in marketing, 2013-09, Vol.30 (3), p.201-210
Ort / Verlag
Amsterdam: Elsevier B.V
Erscheinungsjahr
2013
Link zum Volltext
Quelle
Elsevier ScienceDirect Journals Complete
Beschreibungen/Notizen
How are the designs of corporate buildings used to create meaning and project a corporate image and personality? We distinguish functionalist architecture (“form follows function”), which focuses on the primary, utilitarian function of a building, from experiential architecture (“from function to form”), which uses the form of a building to communicate symbolically about the organization. A large-scale quantitative study including 150 buildings shows that four architectural design types (“solid,” “balanced,” “expressive,” and “disruptive” designs, emerging from a mix of functionalist and experiential architectures, lead to distinct corporate brand personalities (e.g., competence for functionalist architecture and excitement for experiential architecture). We validate these findings in a qualitative study and discuss how this research contributes toward the development of a consumer-oriented design theory.