| Budget Amount *help |
¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
Fiscal Year 2013: ¥260,000 (Direct Cost: ¥200,000、Indirect Cost: ¥60,000)
Fiscal Year 2012: ¥520,000 (Direct Cost: ¥400,000、Indirect Cost: ¥120,000)
Fiscal Year 2011: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
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| Research Abstract |
In this study, I designed two experiments to examine the cognitive process in the recognition of Place Brand with "image matching" hypothesis and "image association" hypothesis. After experimental examination of two hypothesis, I researched the use of those cognitive processes in real purchasing scene at Marketing shop ( called Antenna shop ).
As a result, experimental examination and consumer's interview suggested that consumers use two cognitive processes selectively. But it is also suggested that consumers use those cognitive processes with vague and incorrect brand images in real purchasing scene. So, it is important to make a brand strategy which considered consumers cognitive process for place branding and activities of marketing shop.
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