Budget Amount *help |
¥2,600,000 (Direct Cost: ¥2,000,000、Indirect Cost: ¥600,000)
Fiscal Year 2016: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2015: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2014: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
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Outline of Final Research Achievements |
This study aimed to clarify the underlying factors of brand attitudes. Based on the results of online survey in the U.S. and Japan, it was suggested that brand attitude bases are divided into two dimensions;‘self-based evaluation'that is based on subjective feelings and personal experiences and‘public-based evaluation’that is derived from public reputation and others’opinions. Further, this study demonstrated that self-based evaluation could be more important than public-based evaluation in strong brand building and this finding could vary across cultures.
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