Antecedents of Brand Switch
Project/Area Number |
25780274
|
Research Category |
Grant-in-Aid for Young Scientists (B)
|
Allocation Type | Multi-year Fund |
Research Field |
Commerce
|
Research Institution | Senshu University |
Principal Investigator |
|
Project Period (FY) |
2013-04-01 – 2016-03-31
|
Project Status |
Completed (Fiscal Year 2015)
|
Budget Amount *help |
¥2,860,000 (Direct Cost: ¥2,200,000、Indirect Cost: ¥660,000)
Fiscal Year 2015: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2014: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
Fiscal Year 2013: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
|
Keywords | ブランドスイッチ / スイッチングコスト / スイッチングバリア / プロモーション / ブランド・スイッチ / スイッチング・コスト / スイッチング・バリア |
Outline of Final Research Achievements |
From studies some findings about effects of monetary promotion became clear. One of strong findings is that it became clear that reducing switching costs is more effective than giving incentives and it is strongly effective when switching cost is 0. Also it is meaningful that these findings became clear under more strict condition.
|
Report
(4 results)
Research Products
(9 results)