| Budget Amount *help |
¥4,420,000 (Direct Cost: ¥3,400,000、Indirect Cost: ¥1,020,000)
Fiscal Year 2019: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Fiscal Year 2018: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2017: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
|
|---|
| Outline of Final Research Achievements |
This study aims to advance brand authenticity research by integrating findings on firms' intrinsic motivation and proposing a comprehensive research framework. Through a combination of qualitative and quantitative surveys, we establish a framework that encompasses consumers' information processing of firms' intrinsic motivation and firms' marketing strategies that align with their intrinsic motivation in the context of brand authenticity. In addition, we contribute to the field by developing a scale to measure consumers' perceived intrinsic motivation. The results of this study shed light on the interplay between firms and consumers and highlight the importance of intrinsic motivation in building authentic brands.
|
