Cross-cultural empirical research on cultural differences in inconsistent brand image evaluation: The influence of dialectical thinking.
| Project/Area Number |
15K17143
|
|---|
| Research Category |
Grant-in-Aid for Young Scientists (B)
|
| Allocation Type | Multi-year Fund |
|---|
| Research Field |
Commerce
|
|---|
| Research Institution | Hitotsubashi University (2017)
Kyoto University (2015-2016) |
|---|
Principal Investigator |
Suzuki Satoko 一橋大学, 大学院国際企業戦略研究科, 准教授 (20621759)
|
|---|
| Project Period (FY) |
2015-04-01 – 2018-03-31
|
| Project Status |
Completed (Fiscal Year 2017)
|
| Budget Amount *help |
¥3,770,000 (Direct Cost: ¥2,900,000、Indirect Cost: ¥870,000)
Fiscal Year 2017: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2016: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2015: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
|
|---|
| Keywords | brand management / dialecticism / culture / inconsistency / global marketing / cross-cultural / service / dialectical thinking |
|---|
| Outline of Final Research Achievements |
Researchers in the brand management theory often emphasize consistency. For example, Keller (2013) says "without question, the most important consideration in reinforcing brands is consistency"(p. 480). However, phenomena in the Japanese market suggest that consistency may not always be necessary. This research proposes that there may be cultural differences in the consumer evaluation of brand (in)consistencies. This research hypothesis has not yet been examined in the previous literature and this research aims to fill the research gap.
Three projects were conducted to examine the research hypothesis. PJ1 explored the concept of consistency/fit based on the review of various literature. PJ2 empirically examined cultural differences in evaluation of inconsistent brand personality brands and the influence of dialectical thinking. PJ3 developed a conceptual model on managing inconsistencies in a brand.
|
Report
(4 results)
Research Products
(57 results)
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
[Presentation] 共同ブランド2016
Author(s)
鈴木智子
Organizer
マーケティングカンファレンス2016
Place of Presentation
早稲田大学（東京都新宿区）
Year and Date
2016-10-15
Related Report
Invited
-
-
-
-
-
-
[Presentation] 寄付と幸福感2015
Author(s)
鈴木智子
Organizer
第４回日本ポジティブサイコロジー医学会学術集会
Place of Presentation
慶應義塾大学（東京都港区）
Year and Date
2015-11-28
Related Report
Invited
-
-
-
[Presentation] 「おもてなし」経営の時代2015
Author(s)
鈴木智子
Organizer
標準化と品質管理 近畿地区大会2015
Place of Presentation
メルパルクOSAKA（大阪府淀川区）
Year and Date
2015-10-27
Related Report
Invited
-
-
-
-
-
-
-
-
-
-
-
-
