| Budget Amount *help |
¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
Fiscal Year 2009: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2008: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
|
|---|
| Research Abstract |
This study investigates the antecedents of brand relationships, what makes and develops consumer-brand relationships. First, the researcher review the conceptual foundations of brand relationship theory and the argues of research findings about brand relationships. And then the researcher focused on the concept "self-brand connection" as an antecedent of brand relationships and analyzed the data to find self identity connections between brands and consumer.
|
