| Project/Area Number |
23530547
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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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| Research Field |
Commerce
|
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| Research Institution | Kanto Gakuin University (2013)
Waseda University (2011-2012) |
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Principal Investigator |
PARK Jeongsoo 関東学院大学, 経済学部, 准教授 (60507870)
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| Project Period (FY) |
2011 – 2013
|
| Project Status |
Completed (Fiscal Year 2013)
|
| Budget Amount *help |
¥4,940,000 (Direct Cost: ¥3,800,000、Indirect Cost: ¥1,140,000)
Fiscal Year 2013: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2012: ¥2,340,000 (Direct Cost: ¥1,800,000、Indirect Cost: ¥540,000)
Fiscal Year 2011: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
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| Keywords | 敵対心 / 原産国イメージ / 反日感情 / 反米感情 / 反中感情 / 反韓感情 / 反台感情 / 消費者エスセントリズム / 消費者行動の多国間分析 / 敵対心（Animosity） / 消費者エスノセントリズム / カントリー・オブ・オリジン |
|---|
| Research Abstract |
Consumer animosity has negative influence on the attitude towards products and brands. The purpose of this study is aimed at exploring the nature of consumer animosity in the United States, China, Japan, Korea, and Taiwan. Also, this study seeks to confirm a new animosity model. The results suggested that the new analysis framework is a reliable measure across the countries considered in the research, and there were evidences that support the validity of these results. Moreover, the study found that the determinants of consumer animosity might vary from country to country. From these findings, some managerial implications are considered, together with the identification of future research directions.
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