Decoding product design: the multifaceted influence of product design on consumer brand engagement and brand loyalty

Purpose The primary purpose of this study is to investigate the role of product design (PD) and consumer brand engagement (CBE) in boosting brand loyalty (BL). Through a dimension-level analysis using the Stimulus–Organism–Response framework and visual perception theory, it examines the relationship between BL and PD dimensions (aesthetics, functionality and symbolism) as well as CBE dimensions (cognitive processing, affection and activation). Design/methodology/approach This study proposes a conceptual model for PD, CBE and BL interrelationships and employs partial least squares structural equation modeling to examine the model using data from 565 smartphone users in the United States. Findings The study finds that PD aesthetics, while having a marginally positive effect on BL, significantly enhances all dimensions of CBE. PD functionality demonstrates a more complex influence, positively affecting the affection and activation dimensions of CBE while negatively impacting cognitive processing and slightly hindering BL. PD symbolism prevails as a robust booster for BL and all CBE dimensions. The current study also reports positive direct effects of the affection and activation dimensions of CBE on BL. Furthermore, this research uncovers the mediating effects of CBE affection and CBE activation on the relationship between PD dimensions and BL. Practical implications The present research enhances our understanding of PD as a dynamic and strategic tool for improving firms’ branding performance and offers managerial insights into the complex interdependencies between PD, CBE and BL. Originality/value The paper empirically demonstrates how PD serves as a powerful branding tool to enhance CBE and, ultimately, foster and sustain BL, shifting the perception of PD from a static outcome to a strategic driver of positive branding results. It addresses the gap between marketing and design fields and contributes to the literature by demonstrating the multifaceted relationships between PD, CBE and BL.