Cross-cultural empirical research on managing brands over time: Focusing on moderate inconsistency, memory advantage, and dialectical thinking
| Project/Area Number |
21K01740
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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 07090:Commerce-related
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| Research Institution | Hitotsubashi University |
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Principal Investigator |
鈴木 智子 一橋大学, 大学院経営管理研究科, 准教授 (20621759)
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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 |
¥4,160,000 (Direct Cost: ¥3,200,000、Indirect Cost: ¥960,000)
Fiscal Year 2023: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2022: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2021: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
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| Keywords | brand management / longevity / culture / fandom / brand relationship / inconsistency / fit / emodiversity / cross-cultural / dialectical thinking / memory advantage / cultural transmission |
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| Outline of Research at the Start |
The objective of this research is to develop a theory about managing brands over time. It is interdisciplinary research that integrates marketing and psychology theories. In particular, it adopts recent findings in cultural transmission studies to test the long-term effects of branding activities. It also introduces the cultural transmission methodology to the brand management literature for the first time. In addition, this research will examine the moderating role of culture, specifically dialectical thinking, which is still under-researched in marketing literature.
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| Outline of Annual Research Achievements |
The objective of this research is to develop a new theory in brand management by empirically identifying a mechanism for building strong brands over time from a consumer perspective. In FY2022, the hypotheses were further refined by thinking the meaning of brand longevity from a consumer perspective. Long-term survival of a brand means that it remains in the consumers' mind across time. We have conducted the literature review in various disciplines including marketing, consumer behavior, and social psychology to identify variables and mechanisms for consumers to keep brands in their minds for a long time. In addition, case studies on longevity brands such as Takara Tomy's Rika-chan was conducted. Based on literature review and case studies, we are now focusing on three concepts. First is a fandom. Making consumers a fan of the brand is effective for consumers to remember the brands for a long time. Interestingly, the research on fandom in brand management is still scarce especially outside Japan. Second, we are looking into a diversity of emotions, namely emodiversity. Experiencing diverse emotions in a brand experience will lead to higher as well as longer recall of brands. Third, we hypothesized that a desire to talk about the particular brands is a necessary condition for brands to remain in the consumer memory. Thus, we have decided to use "desire to talk about the particular brand" as a dependent variable for our future empirical studies. These two themes will be further examined in FY2023.
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| Current Status of Research Progress |
Current Status of Research Progress
2: Research has progressed on the whole more than it was originally planned.
Reason
During the second year of the three-years project, the preparation for empirical studies was completed and we are now ready to launch the hypothesis testing study. In addition, the paper related to the current project was published from Journal of Business Research, a top peer-reviewed journal.
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| Strategy for Future Research Activity |
Following research activities are planned for FY2023:
(1) present the findings at top international academic conferences such as Frontiers in Service, (2) conduct the empirical study, (3) draft manuscripts, and (4) submit to the top peer-reviewed journals such as Journal of Consumer Psychology.
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Report
(2 results)
Research Products
(18 results)
