| Budget Amount *help |
¥4,550,000 (Direct Cost: ¥3,500,000、Indirect Cost: ¥1,050,000)
Fiscal Year 2016: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2015: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2014: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
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| Outline of Final Research Achievements |
The purpose of this study is to investigate the antecedents and consequences of consumers' "no brand preference", which occurs when consumers do not hold any particular positive attitude towards all the major existing brands in a product category, by theoretically and empirically focusing on consumers' cognitive structure. Analyzing the behavioral and attitudinal data of actual consumers, it revealed that consumers searching for information about a particular brand tended to hold lower level of brand parity (perceived similarity among different brands in a product category), thus forming higher positive attitude towards the brand.
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