| Budget Amount *help |
¥3,900,000 (Direct Cost: ¥3,000,000、Indirect Cost: ¥900,000)
Fiscal Year 2013: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
Fiscal Year 2012: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2011: ¥1,820,000 (Direct Cost: ¥1,400,000、Indirect Cost: ¥420,000)
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| Outline of Final Research Achievements |
The purposes of this study are to clarify the process in which consumers express and recognize characteristics of their own self when they use or possess the brand, and to develop a scale for measuring the specific properties of consumers who use or possess the brand for their self-expression.
Based on various fields of literature review related to this study, the qualitative researches more than once, and enhancing the conceptual model and framing work, the quantitative researches for developing the scale of this study have been done. This study went almost steadily for the first time. However as this study advanced, it became clear that it needs to distinguish psychological aspects and overt behavioral aspects of brand usage or possession behavior. Thus this study developed the scale focused on overt behavioral aspect, and did reliability and validity examinations.
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