The role of self-based and public-based evaluations on forming brand attitudes
| Project/Area Number |
26780239
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
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| Research Institution | Sophia University |
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Principal Investigator |
SUGITANI Yoko 上智大学, 経済学部, 准教授 (40514203)
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| Project Period (FY) |
2014-04-01 – 2017-03-31
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| Project Status |
Completed (Fiscal Year 2016)
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| 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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| Keywords | ブランド / 態度 / 自己 / 他者 / 感情 / 認知 / 文化 / 消費者 / 態度の持続性 |
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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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Report
(4 results)
Research Products
(18 results)
