the Research of the COO Effects in Marketing Communication

Research Project

Project/Area Number	21830134
Research Category	Grant-in-Aid for Research Activity Start-up
Allocation Type	Single-year Grants
Research Field	Commerce
Research Institution	Yamanashi Gakuin University
Principal Investigator	HIDAKA Yuichiro Yamanashi Gakuin University, 現代ビジネス学部, 講師 (90550335)
Project Period (FY)	2009 – 2010
Project Status	Completed (Fiscal Year 2010)
Budget Amount *help	¥2,561,000 (Direct Cost: ¥1,970,000、Indirect Cost: ¥591,000) Fiscal Year 2010: ¥1,222,000 (Direct Cost: ¥940,000、Indirect Cost: ¥282,000) Fiscal Year 2009: ¥1,339,000 (Direct Cost: ¥1,030,000、Indirect Cost: ¥309,000)
Keywords	原産国表示 / マーケティング・コミュニケーション / 情報の信頼性 / COO / 広告信頼性 / 消費者情報処理 / グローバル・マーケティング
Research Abstract	This research project aims to explain the Country-of-Origin (COO) effects in marketing communication to the consumer theoretically and empirically. As a result this research project brings out the mechanism of the COO effects in the marketing communication, points out the agenda in the strategy formulation of marketing communication with COO and brings up the research issue of the COO effects research.