| Project/Area Number |
25885006
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| Research Category |
Grant-in-Aid for Research Activity Start-up
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Otaru University of Commerce |
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Principal Investigator |
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| Project Period (FY) |
2013-08-30 – 2015-03-31
|
| Project Status |
Completed (Fiscal Year 2014)
|
| Budget Amount *help |
¥2,730,000 (Direct Cost: ¥2,100,000、Indirect Cost: ¥630,000)
Fiscal Year 2014: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2013: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
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| Keywords | ブランド・エクスペリエンス / 経験価値 / 使用状況 / 状況要因 |
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| Outline of Final Research Achievements |
The purpose of this research is to reveal that the effect of usage situations on brand experience which is experiential marketing outcome. Three studies are examined and reveal two findings. (1) Some usage situations positively affect brand experience across product class and brands. (2) A part of cognitive structure of the usage situations positively affects brand experience through situational involvement. From these results, experiential marketing of product brands have two keys. First, marketers should target the usage situation lead to brand experience. Second, if existing usage situations of the brand are non-effective usage situations, marketers should vary cognitive structure of the brand’s usage situations into cognitive structure of effective usage situations.
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