| Project/Area Number |
24653096
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| Research Category |
Grant-in-Aid for Challenging Exploratory Research
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
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| Research Institution | Kyoto University |
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Principal Investigator |
SUZUKI Satoko 京都大学, 経営学研究科, 講師 (20621759)
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| Co-Investigator(Kenkyū-buntansha) |
AKUTSU Satoshi 一橋大学, 大学院国際企業戦略研究科, 教授 (90313436)
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| Project Period (FY) |
2012-04-01 – 2015-03-31
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| Project Status |
Completed (Fiscal Year 2014)
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| Budget Amount *help |
¥3,640,000 (Direct Cost: ¥2,800,000、Indirect Cost: ¥840,000)
Fiscal Year 2014: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2013: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2012: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
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| Keywords | 素朴弁証法 / ブランド / 相互協調的自己観 / 東洋文化 / ブランド拡張 / 非一貫性 / 弁証法的自己観 / ブランド・イメージ / ブランド評価 / アメリカ：カナダ / 国際マーケティング / 文化 / 国際比較 / 国際情報交換 アメリカ / 文化的自己観 / 文化比較 / 相互独立的・協調的自己観 |
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| Outline of Final Research Achievements |
The purpose of this research was to investigate the prevalence of naive dialecticism among Japanese and its effect towards their consumer behavior. The results from this research (comprised of three projects) are followings: (1) developed the Japanese Dialectical Self Scale, (2) empirically confirmed the prevalence of naive dialecticism among Japanese, (3) proposed and confirmed a new theory regarding self and culture, particularly on the relationship between naive dialecticism and independent/interdependent self-construals, (4) explored inconsistencies in the global firm’s brand management in the Japanese market and possible effect of naive dialecticism, and (5) assessed the effect of naive dialecticism on consumers' evaluations toward low fit brand extensions. Implications for brand management are discussed.
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