This study investigates the role of design development in product extension and its impact on public acceptance in Malaysia. While product and brand extensions offer businesses opportunities for growth, they also present challenges related to brand equity and consumer perception. This research examines how businesses can strategically leverage design elements to enhance consumer acceptance of product extensions. A quantitative approach was employed, utilizing a survey-based methodology with a 7-point Likert scale to assess public responses. The study applies Partial Least Squares Structural Equation Modelling (PLS-SEM) to validate the relationships between key constructs, including design development, parent brand influence, product developer contribution, and consumer attitudes. Findings indicate that effective design development significantly impacts public perception, brand image, and purchase intention, reinforcing the importance of an integrated design approach in product extension strategies. This research contributes to the field by providing a theoretical framework and empirical insights for businesses seeking to optimize their product extension strategies through design innovation. Keywords: Product Extension, Design Development, Public Acceptance, Brand Equity, Consumer Perception.
Jamil et al. (Tue,) studied this question.