| Budget Amount *help |
¥2,730,000 (Direct Cost: ¥2,100,000、Indirect Cost: ¥630,000)
Fiscal Year 2015: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2014: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
Fiscal Year 2013: ¥390,000 (Direct Cost: ¥300,000、Indirect Cost: ¥90,000)
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| Outline of Final Research Achievements |
This ethnographic study of brand authenticity in watch industry has revealed that consumers seek authenticity through observations of object and self in comparison with authenticity archetypes for brands and persons. As consumption experience accumulates, the congruity between “the form one should take with respect to a product or enterprise” and “the object brand” invokes self-change. Specifically, there is a dynamic incongruity by which the brand in question gradually changes one’s perspectives and actions until they become established, which becomes a more important element in the search for authenticity. This focus on archetypes offers an important perspective regarding the process by which authenticity is socially constructed.
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