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The role of self-based and public-based evaluations on forming brand attitudes

Research Project

Project/Area Number 26780239
Research Category

Grant-in-Aid for Young Scientists (B)

Allocation TypeMulti-year Fund
Research Field Commerce
Research InstitutionSophia University

Principal Investigator

SUGITANI Yoko  上智大学, 経済学部, 准教授 (40514203)

Project Period (FY) 2014-04-01 – 2017-03-31
Project Status Completed (Fiscal Year 2016)
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)
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
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.

Report

(4 results)
  • 2016 Annual Research Report   Final Research Report ( PDF )
  • 2015 Research-status Report
  • 2014 Research-status Report
  • Research Products

    (18 results)

All 2017 2016 2015 2014 Other

All Int'l Joint Research (1 results) Journal Article (2 results) (of which Peer Reviewed: 1 results,  Acknowledgement Compliant: 1 results) Presentation (12 results) (of which Int'l Joint Research: 7 results,  Invited: 3 results) Book (2 results) Remarks (1 results)

  • [Int'l Joint Research] the University of Florence/Ca'Foscari University of Venice(Italy)

    • Related Report
      2016 Annual Research Report
  • [Journal Article] ブランド態度における自己ベース評価と他者ベース評価:ラグジュアリーブランドとノンラグジュアリーブランドの比較2016

    • Author(s)
      杉谷陽子
    • Journal Title

      マーケティングジャーナル

      Volume: 36 Pages: 42-56

    • NAID

      130007831132

    • Related Report
      2016 Annual Research Report 2015 Research-status Report
  • [Journal Article] 悪い口コミに負けないブランドをどう作るか?:消費者の感情および商品の使用経験の役割について2016

    • Author(s)
      杉谷陽子
    • Journal Title

      消費者行動研究

      Volume: 22 Pages: 1-26

    • NAID

      130008021902

    • Related Report
      2016 Annual Research Report 2015 Research-status Report
    • Peer Reviewed / Acknowledgement Compliant
  • [Presentation] Self-based and Public-based Evaluations in Global Brand Building: A Comparison between Independent and Interdependent Cultures2017

    • Author(s)
      Yoko Sugitani
    • Organizer
      Global Fashion Management Conference
    • Place of Presentation
      University of Vienna, Vienna, Austria
    • Year and Date
      2017-07-06
    • Related Report
      2016 Annual Research Report
    • Int'l Joint Research
  • [Presentation] The Impact of Brand Attachment and Social-Oriented Evaluation on Brand Attitude Formation: A Cross-Cultural Comparison of the United States and Japan2017

    • Author(s)
      Yoko Sugitani
    • Organizer
      Society for Consumer Psychology and Japanese Association for Consumer studies Collaborative Conference
    • Place of Presentation
      Keio University, Tokyo, Japan
    • Year and Date
      2017-05-17
    • Related Report
      2016 Annual Research Report
    • Int'l Joint Research / Invited
  • [Presentation] The Role of Personal Judgment and Public Reputation in Attitudinal Confidence: A Comparison Between Westerners and East Asians.2016

    • Author(s)
      Yoko Sugitani
    • Organizer
      The 23rd Congress of the International Association for Cross-Cultural Psychology
    • Place of Presentation
      Winc Aichi, Nagoya, Japan
    • Year and Date
      2016-07-31
    • Related Report
      2016 Annual Research Report
    • Int'l Joint Research
  • [Presentation] The Role of Personal Judgment and Public Reputation in Attitudinal Confidence: A Comparison Between Westerners and East Asians2016

    • Author(s)
      Yoko Sugitani
    • Organizer
      The 23rd Congress of the International Association for Cross-Cultural Psychology
    • Place of Presentation
      Nagoya University, Nagoya, Japan
    • Year and Date
      2016-07-31
    • Related Report
      2015 Research-status Report
    • Int'l Joint Research
  • [Presentation] The Role of Self-based and Public-based Evaluation on Forming Attitudes toward Luxury and Non-luxury Brands2016

    • Author(s)
      Yoko Sugitani
    • Organizer
      Global Marketing Conference
    • Place of Presentation
      Conrad, Hong Kong, China
    • Year and Date
      2016-07-21
    • Related Report
      2016 Annual Research Report
    • Int'l Joint Research
  • [Presentation] The Role of Self-based and Public-based Evaluation on Forming Attitudes toward Luxury and Non-luxury Brands2016

    • Author(s)
      Yoko Sugitani
    • Organizer
      The 2016 Global Marketing Conference
    • Place of Presentation
      Conrad Hong Kong, Hong Kong, China
    • Year and Date
      2016-07-21
    • Related Report
      2015 Research-status Report
    • Int'l Joint Research
  • [Presentation] ブランド態度形成における自己および他者の感情の役割2015

    • Author(s)
      杉谷陽子
    • Organizer
      消費者行動研究学会コンファレンス
    • Place of Presentation
      小樽商科大学(北海道)
    • Year and Date
      2015-11-07
    • Related Report
      2015 Research-status Report
    • Invited
  • [Presentation] Role of Self-judgment and Public Reputation in Brand Attitude Formation :Exploring Cultural and Cognitive Style Differences2015

    • Author(s)
      Yoko Sugitani
    • Organizer
      2015 International Conference of Asian Marketing Associations
    • Place of Presentation
      Waseda University, Tokyo, Japan
    • Year and Date
      2015-10-30
    • Related Report
      2015 Research-status Report
    • Int'l Joint Research
  • [Presentation] SNSを用いた食品リスク・コミュニケーションの研究:知識量とリスクへの態度によるセグメンテーションの可能性2015

    • Author(s)
      杉谷陽子
    • Organizer
      産業組織心理学会
    • Place of Presentation
      明治大学(東京都)
    • Year and Date
      2015-08-29
    • Related Report
      2015 Research-status Report
  • [Presentation] 食品リスクコミュニケーションにおけるソーシャルメディアの活用について2015

    • Author(s)
      杉谷陽子
    • Organizer
      産業組織心理学会部門別研究会
    • Place of Presentation
      筑波大学(東京都)
    • Year and Date
      2015-05-16
    • Related Report
      2015 Research-status Report
    • Invited
  • [Presentation] ブランド態度の形成において周囲の評判はどれくらい重要か?:自己ベース評価と他者ベース評価の役割2014

    • Author(s)
      杉谷陽子
    • Organizer
      消費者行動研究コンファレンス
    • Place of Presentation
      明治学院大学
    • Year and Date
      2014-11-08 – 2014-11-09
    • Related Report
      2014 Research-status Report
  • [Presentation] A Brand Attitude Comparison between East Asians and Westerners: Exploring the Role of Emotion and Cognition on Attitude Formation2014

    • Author(s)
      Yoko Sugitani
    • Organizer
      2014 Global Marketing Conference
    • Place of Presentation
      Singapore
    • Year and Date
      2014-07-15 – 2014-07-18
    • Related Report
      2014 Research-status Report
  • [Book] ライブラリ心理学を学ぶ 産業と組織の心理学2016

    • Author(s)
      杉谷陽子(池田浩 編著)
    • Publisher
      サイエンス社
    • Related Report
      2015 Research-status Report
  • [Book] はじめて学ぶ産業・組織心理学2015

    • Author(s)
      杉谷陽子(柳澤さおり・田原直美 編著)
    • Total Pages
      220
    • Publisher
      白桃書房
    • Related Report
      2015 Research-status Report
  • [Remarks] 杉谷陽子のホームページ

    • URL

      http://pweb.sophia.ac.jp/sugitani/index.html

    • Related Report
      2016 Annual Research Report

URL: 

Published: 2014-04-04   Modified: 2018-03-22  

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