Image Matching and Association process in the recognition of the place brand
Project/Area Number |
23730400
|
Research Category |
Grant-in-Aid for Young Scientists (B)
|
Allocation Type | Multi-year Fund |
Research Field |
Commerce
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Research Institution | Shinshu University |
Principal Investigator |
HAYASHI Yasuto 信州大学, 地域戦略センター, 准教授 (60534815)
|
Project Period (FY) |
2011 – 2013
|
Project Status |
Completed (Fiscal Year 2013)
|
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)
|
Keywords | 地域ブランド / マッチング / 適合 / アソシエーション / 連合 / 感情誤帰属手続き / DRMパラダイム / ステレオタイプ / 消費者認知 / 適合方略 / 連合方略 / 確信度 |
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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Report
(4 results)
Research Products
(8 results)