| 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 |
SUZUKI Satoko 一橋大学, 大学院経営管理研究科, 教授 (20621759)
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| Project Period (FY) |
2021-04-01 – 2024-03-31
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| Project Status |
Completed (Fiscal Year 2023)
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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 / culture / inconsistency / memory advantage / long-term / longevity / fit / brand narratives / fandom / brand relationship / emodiversity / cross-cultural / dialectical thinking / 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 Final Research Achievements |
The current research empirically examined the mechanism for building strong brands over time. In particular, studies were conducted to examine the effect of minimally counterintuitive brand strategies on consumer memory advantage.
The findings of our study show mixed results. The overall score delayed indicates that minimally counterintuitive product extensions list enjoys better recall after a week. However, there is no difference between intuitive and minimally counterintuitive scores. This indicates that when participants are exposed to minimally counterintuitive product extensions list, after a week, they recall better in general but not necessarily the minimally inconsistent product extensions. Past studies show that a story is an important part of minimally counterintuitive cognitive template. In our next study, we will focus on brand narratives.
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| Academic Significance and Societal Importance of the Research Achievements |
There has been less empirical work to understand the long-term brand management. The main contribution of the current research is filling this gap. Furthermore, this research extends our knowledge on the benefits of inconsistent branding activities while previous studies focused on consistency.
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