Effect of consumer design perception on brand equity - Mishra, Abhishek
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"My overall comment is that this represents an excellent work and I wish to congratulate Abhishek for this. The methodology used is very insighful and innovative, specially the use of gamified depth interviews. There is throrough rigor in every stage specially literature review, to development of constructs as well as final implications. Development of desing percpetion scale is an original contribution." Dr. Sharad Sarin (XLRI Jamshedpur)

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Produktbeschreibung
"My overall comment is that this represents an excellent work and I wish to congratulate Abhishek for this. The methodology used is very insighful and innovative, specially the use of gamified depth interviews. There is throrough rigor in every stage specially literature review, to development of constructs as well as final implications. Development of desing percpetion scale is an original contribution." Dr. Sharad Sarin (XLRI Jamshedpur)
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Autorenporträt
Dr. Abhishek Mishra is an Assistant Professor in the Indian Institute of Management, Indore. He did his Ph.D. in the area of Product Design and its implications on Brand Equity from IIM Lucknow. He has publications in leading marketing journals his research interests are in the area of New Product Development and Product and Brand Management.