The effects of co-creation to brand relationships
| Project/Area Number |
22730340
|
|---|
| Research Category |
Grant-in-Aid for Young Scientists (B)
|
| Allocation Type | Single-year Grants |
|---|
| Research Field |
Commerce
|
|---|
| Research Institution | Komazawa University |
|---|
Principal Investigator |
KANNO Saori 駒澤大学, 経営学部, 准教授 (00383373)
|
|---|
| Project Period (FY) |
2010 – 2011
|
| Project Status |
Completed (Fiscal Year 2011)
|
| Budget Amount *help |
¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
Fiscal Year 2011: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2010: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
|
|---|
| Keywords | ブランド・リレーションシップ / 価値共創 / ブランド・アタッチメント / 愛着 / ブランド・マネジメント / 愛着(アタッチメント) / 地域ブランド |
|---|
| Research Abstract |
The purpose of this study is to show that the effects of brand value co-creations to emotional brand attachment. We proposed the conceptual framework linking two types of brand co-creations(brand based co-creation and consumer based co-creation) to brand attachment. Covariance structure analyses show that both co-creations have a positive effect on brand attachment. Moreover, consumer based co-creation has a stronger effect on brand attachment than brand based co-creation, and the effect is the most in durable goods.
|
Report
(3 results)
Research Products
(8 results)
