An empirical study on the role of emotions in building a strong brand
| Project/Area Number |
22683009
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| Research Category |
Grant-in-Aid for Young Scientists (A)
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Sophia University |
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Principal Investigator |
SUGITANI Yoko 上智大学, 経済学部, 准教授 (40514203)
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| Project Period (FY) |
2010 – 2012
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| Project Status |
Completed (Fiscal Year 2012)
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| 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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| Keywords | 消費者行動 / ブランド / 感情 / 認知 / 態度 / 使用経験 / クチコミ / 愛着 / ブランドアタッチメント / 口コミ / 説得 / マーケティング / 実験 / ブランド態度 / ロコミ / ブランド・アタッチメント / 消費者の態度 / 態度構造 |
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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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Report
(4 results)
Research Products
(31 results)
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[Book] 朝倉書店2013
Author(s)
杉本徹雄(編)
Total Pages
350
Publisher
朝倉実践心理学講座
Related Report
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[Book] 福村出版2012
Author(s)
杉本徹雄(編)
Total Pages
237
Publisher
新・消費者理解のための心理学
Related Report
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