| Budget Amount *help |
¥3,570,000 (Direct Cost: ¥3,000,000、Indirect Cost: ¥570,000)
Fiscal Year 2010: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2009: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
Fiscal Year 2008: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2007: ¥1,100,000 (Direct Cost: ¥1,100,000)
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| Research Abstract |
Consumers use brands as means for "self-expression".
This research describes the two aspects of "self-expression" functions which brands have, conceptualizes "internal self-expression" functions, emphasizes its importance, and examines what kinds of consumers' self-concepts are projected to brands in a specific product category.
In the examination part, limited to sport product category, analysis is conducted with text data for finding out characteristic self-concepts projected to brands by consumers.
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