| Project/Area Number |
21K01737
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Review Section |
Basic Section 07080:Business administration-related
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| Research Institution | Ritsumeikan Asia Pacific University |
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Principal Investigator |
バイセ・ゼー マリアン 立命館アジア太平洋大学, 国際経営学部, 教授 (50648615)
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| Project Period (FY) |
2021-04-01 – 2024-03-31
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| Project Status |
Granted (Fiscal Year 2022)
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| Budget Amount *help |
¥3,120,000 (Direct Cost: ¥2,400,000、Indirect Cost: ¥720,000)
Fiscal Year 2023: ¥520,000 (Direct Cost: ¥400,000、Indirect Cost: ¥120,000)
Fiscal Year 2022: ¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
Fiscal Year 2021: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
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| Keywords | Takeover / Rebranding / Foreign ownership / Country of origin effect / Foreign outsourcing / Merger & Acquisition / Outsourcing / Country of Origin Effect / Foreign Ownership / Country of Origin effect |
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| Outline of Research at the Start |
The study quantifies how public attitudes towards familiar Japanese companies change after being sold to a Chinese company, relocating manufacturing, and adopting a new brand name. The data collection approach for the statistical assessment of public attitudes is a survey that collects data via a set of discrete choice questions, known as a Discrete Choice Analysis. A mixed multinominal logit regression serves to estimate the attitude for each attribute as well as interaction effects and the willingness-to-pay for each attribute.
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| Outline of Annual Research Achievements |
2022 was devoted to theory building. The theoretical framework is now fully developed. The hypotheses are refined and based on refined theoretical arguments. The model uses three change constructs: ownership, manufacturing site and brand name. The effects of manufacturing shifts abroad and the country of origin effect have been described in detail in literature. The effect of a change of a brand name on public attitude, however, has not been fully described and hypothesized before. This project is part of the effort to theoretically and empirically understand the effects of rebranding. For the effect of rebranding the model of public perception of company take overs is now centered on the change of a well known brand name into a new brand name, that does not exist, instead of using a Chinese brand.
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| Current Status of Research Progress |
Current Status of Research Progress
4: Progress in research has been delayed.
Reason
It was originally planned to conduct the data collection during AY2022. However, this was delayed. It now will be conducted during AY2023. The development of the theoretical model took more time than anticipated. The data collection was delayed because of the COVID19 pandemic.
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| Strategy for Future Research Activity |
Another contribution is the conceptualization of interaction effects between rebranding after ownership changes and manufacturing shifts abroad. The next step is the development of an appropriate scenario for the data collection. The scenario includes a realistic situation in which a Japanese brand has been taken over by the Chinese company. The Japanese brand must be well known in order to elicit emotional responses. The degree to which the brand is liked, loved, used or not must be measured as covariates. The data will be collected in AY2023. The data collection will be conducted by a market research company in Japan. The data analysis should be conducted in a short time afterwards.
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