EXAMINING BRANDING, CREATIVITY, ENTREPRENEURIAL MARKETING, & PURCHASE INTENTION THROUGH PERCEIVED DESIGN VALUE

Abstract

The study examined influence of branding strategy, architectural creativity & entrepreneurial marketing on client purchase intention in interior design services. The study further assessed the mediating role of perceived design value in explaining how creative & marketing-related factors shape client decision-making. The study used quantitative research method. Data were collected from homeowners, commercial clients, real estate investors, and potential users of interior design services through structured questionnaire. The data were analyzed using structural equation modeling to test direct and indirect relationships amid branding strategy, architectural creativity, entrepreneurial marketing, perceived design value, and client purchasing intention. Findings showed that branding strategy, architectural creativity, and entrepreneurial marketing had significant positive effects on perceived design value. Perceived design value also had a significant positive effect on client purchase intention. The mediation results confirmed that perceived design value mediated the relationship between the independent variables and purchase intention. The results indicate that clients are more willing to purchase interior design services when they perceive strong values in the design offering.