Effect of Brand Knowledge on Consumers' Multiple Related Purchases
| Project/Area Number |
20730283
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Keio University |
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Principal Investigator |
SAKASHITA Mototaka Keio University, 大学院・経営管理研究科, 准教授 (00384157)
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| Research Collaborator |
KIMURA Junko 法政大学, 経営学部, 教授 (00342204)
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| Project Period (FY) |
2008 – 2010
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| Project Status |
Completed (Fiscal Year 2010)
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| Budget Amount *help |
¥2,470,000 (Direct Cost: ¥1,900,000、Indirect Cost: ¥570,000)
Fiscal Year 2010: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2009: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2008: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
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| Keywords | 消費者行動 / ブランド知識 / 自己 / 購買意思決定過程 / 拡張自己 / 意思決定の状況要因 / 成分ブランド / 家族購買 / ブランド連想 / ブランド拡張 / 知覚適合 |
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| Research Abstract |
This research sheds light on the effect of consumers' brand knowledge on their purchasing behavior of multiple related products, especially when considering multiple different brands. Based on the review of related literatures, observation of the actual shopping behaviors of consumers at retail stores, and careful interpretation of the visual data gathered from catalogue shopping experiments, the unique effects of brand knowledge and shopping companions on multiple-products purchasing behavior were identified.
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Report
(4 results)
Research Products
(13 results)
