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Unique product design is a highlight of sustainable branding. The purpose of this paper is to investigate whether product design affects customers’ psychological responses (i.e. cognitive and affective responses) to smartphones, and, in turn, affects their brand loyalty (i.e. attitudinal and behavioral brand loyalty), further advancing the knowledge of product design and brand management.

This work used survey data from 456 Taiwanese with experience using smartphone. Structural equation modeling was employed to test the proposed model and hypotheses.

The results indicate that the product design significantly affects both cognitive response and affective response, which, in turn, significantly affect both attitudinal brand loyalty and behavioral brand loyalty. The findings also suggest that the moderating effect of product involvement on the relationship between product design and affective response is statistically significant, although it does not positively and significantly moderate the link between product design and cognitive response.

This study has two main limitations. First, this study was conducted in the context of smartphones, thus potentially constraining the generalization of the results to other industries. Second, the data in this study were obtained from a cross-sectional design.

These findings can permit companies to generate more brand loyalty in their customers and guide their management of assets and marketing activities.

This paper presents new insights into the nature and importance of product design in brand value.

Sambalpuri Bastralaya Handloom Co‐operative Society Limited (SBHCSL), or “Bastralaya”, is a rural community‐based cooperative enterprise in the Western province of state Odisha in India. Weaver‐members are self‐employed in a home‐based weaving system and use their tacit traditional knowledge and expertise. Undertaking a case study of this enterprise, the purpose of this paper is to explain traditional knowledge management process of the community.

A total of 40 respondents from among enterprise employees, members of weaving and sales branches, members of government/ non‐government agencies were interviewed/ observed. A qualitative research method called “narrative enquiry” was used to restory and interpret respondents' data and stories gathered from the field study. Analysis of documents was also a method used.

For management of knowledge processes, Bastralaya focuses on creating members' skills and knowledge, i.e. creation of contextual skills and knowledge, in addition to existing generic tacit knowledge; building members' competence and capturing new knowledge; crystallizing new knowledge for customer‐focused design and organizational learning; and finally, knowledge preservation and internalization. Community weavers inherit traditional weaving knowledge across generations and learn informally through interaction, observation, socialization, co‐operation and apprenticeships in the natural settings of the co‐operative enterprise system.

In the light of knowledge management models, this paper explains the process of knowledge preservation and dissemination in rural weaving community enterprises and can also be used to understand rural micro enterprises.