| Budget Amount *help |
¥7,540,000 (Direct Cost: ¥5,800,000、Indirect Cost: ¥1,740,000)
Fiscal Year 2012: ¥4,420,000 (Direct Cost: ¥3,400,000、Indirect Cost: ¥1,020,000)
Fiscal Year 2011: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2010: ¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
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| Research Abstract |
This study sought to determine the kind of brand attitude that wasresistant to negative word-of-mouth (WOM) communication. A series of studies revealedthree determinants of consumer’s brand attitude: functionality, pride, and emotionalattachment. It was also shown that brand attitude based on emotional attachment was lesssusceptible to negative WOM communication than one based on pride or productfunctionality. We suggested that this could be because emotional attachment is subjectiveand based on the consumer’s direct experience.
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