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Empirical studies to compare the loyal customers outside the brand community with the brand community members

Research Project

Project/Area Number 26780237
Research Category

Grant-in-Aid for Young Scientists (B)

Allocation TypeMulti-year Fund
Research Field Commerce
Research InstitutionNagoya City University

Principal Investigator

Yamamoto Nao  名古屋市立大学, 経済学研究科(研究院), 講師 (70551662)

Project Period (FY) 2014-04-01 – 2016-03-31
Project Status Completed (Fiscal Year 2015)
Budget Amount *help
¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2015: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
Fiscal Year 2014: ¥520,000 (Direct Cost: ¥400,000、Indirect Cost: ¥120,000)
Keywordsブランドコミュニティ / リレーションシップマーケティング / ブランドロイヤルティ / 優良顧客
Outline of Final Research Achievements

In this study, I clarify the following points from the survey results about the brand community(BC) members, the loyal customers outside the brand community(LC), the general consumer.
First, the LC think "the BC members is the exclusive" compared to the BC members. Second, the significant difference between the BC members and the LC about behavioral brand loyalty is not. Third, the positive image of the BC and the BC members, increases the brand relationship quality (BRQ) in the BC members and the general consumer. On the other hand, the positive image and the negative image increases the BRQ in the LC. Fourth, BRQ increases the behavioral brand loyalty.

Report

(3 results)
  • 2015 Annual Research Report   Final Research Report ( PDF )
  • 2014 Research-status Report
  • Research Products

    (1 results)

All 2014

All Presentation (1 results)

  • [Presentation] 真の優良顧客とは誰か 消費者間相互作用に関する定性的研究2014

    • Author(s)
      山本奈央
    • Organizer
      日本流通学会中部部会
    • Place of Presentation
      名古屋市立大学
    • Year and Date
      2014-12-06
    • Related Report
      2014 Research-status Report

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Published: 2014-04-04   Modified: 2017-05-10  

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