| Project/Area Number |
18K12877
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| Research Category |
Grant-in-Aid for Early-Career Scientists
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| Allocation Type | Multi-year Fund |
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| Review Section |
Basic Section 07090:Commerce-related
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| Research Institution | Hitotsubashi University |
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Principal Investigator |
SUZUKI Satoko 一橋大学, 大学院経営管理研究科, 准教授 (20621759)
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| Project Period (FY) |
2018-04-01 – 2021-03-31
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| Project Status |
Completed (Fiscal Year 2020)
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| Budget Amount *help |
¥4,160,000 (Direct Cost: ¥3,200,000、Indirect Cost: ¥960,000)
Fiscal Year 2020: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2019: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2018: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
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| Keywords | brand management / co-branding / brand alliances / fit / brand coolness / luxury brands / masstige marketing / culture / dialecticism / masstige / liquid consumption / global marketing / brand extension / dialectical thinking / international business |
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| Outline of Final Research Achievements |
The purpose of this research is to identify a new determinant of brand management success besides fit. This research challenges the prevailing construct of fit in brand management theory and propose a new factor that also succeeds the strategic branding activities such as brand extension.
This research focused on co-branding activities. First, I featured 'interestingness' as the characteristics of low-fit co-branded products and examined its effect on the new co-branded product evaluation. The empirical testing, unfortunately, did not support the hypothesis. Therefore, I conducted exploratory study focusing on luxury brands adopting masstige marketing and built a new hypothesis. 'Brand coolness' was identified as a potential factor that explains the success of low-fit co-branded products.
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| Academic Significance and Societal Importance of the Research Achievements |
本研究の学術的意義は、ブランド論の発展に向け、次の2点で貢献したことにある。第一に、一貫性仮説の限界を明らかにしつつある。本研究は、ラグジュアリーに焦点を絞り、一貫性が低くても成功するメカニズムを特定した。第二に、文化心理学の知見を活かして、アジア発の理論を構築している。マーケティングでは、米国主体での理論構築の歴史が長かったため、米国外の文化から発信される理論が求められており、こうした研究の意義は高い。
本研究の社会的意義は、日本企業のブランド力向上に貢献し、ひいては日本経済の活性化への貢献を目指しているところにある。強いブランドを構築する道筋を明らかにし、新聞やビジネス誌で発表した。
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