2015 Fiscal Year Research-status Report
Cross-cultural empirical research on cultural differences in inconsistent brand image evaluation: The influence of dialectical thinking.
| Project/Area Number |
15K17143
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| Research Institution | Kyoto University |
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Principal Investigator |
鈴木 智子 京都大学, 経営学研究科, 准教授 (20621759)
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| Project Period (FY) |
2015-04-01 – 2018-03-31
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| Keywords | brand management / global marketing / culture / cross-cultural / service / dialectical thinking |
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| Outline of Annual Research Achievements |
The purpose of this research is to examine cultural differences in the evaluation of brand image inconsistencies and its underlying mechanism. The findings of this research aim to propose a new theory in brand management that incorporates Asian perspectives.
To achieve above research objectives, in FY2015, I conducted (1) literature review and developed hypotheses, (2) experimental study assessing cultural differences in brand image inconsistencies, (3) interviews on the brand management with company executives, particularly in the service sector, and (4) research meetings with top global marketing scholars.
Based on the above activities, following research achievements were made in FY2015. First, the importance of the research topic was confirmed at the global level. All of the top global marketing scholars that I've discussed agreed that the research topic is important and interesting. Second, new hypotheses for the mechanism of cultural differences in the evaluation of brand image inconsistencies were identified. These hypotheses will be examined in FY2016. Third, issues in promoting brand management in the Japanese service industry were identified. In Japan, brand management is behind among the service companies compared with the manufacturing companies. In order to utilize the research findings to support the growth of Japanese economy, further discussion with company executives will be conducted in FY2016.
The findings were presented in the domestic and overseas academic conferences, invited lectures, domestic and global academic journals, and textbooks.
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| Current Status of Research Progress |
Current Status of Research Progress
2: Research has progressed on the whole more than it was originally planned.
Reason
As mentioned in the research achievements section, the confirmation of research significance at the global level and the hypotheses construction were successfully done. Thus, the preliminary stage of this three-years research project is accomplished.
In addition, several publications (including the peer-reviewed global academic journal papers) were achieved. Since publications have been planned for the later stage, these achievements are earlier than initially planned.
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| Strategy for Future Research Activity |
Following research activities are planned for FY2016:(1) publish papers in the peer-reviewed domestic and global academic journals including Japan Marketing Journal, (2) present the findings in the domestic and global academic conferences including Global Marketing Conference in Hong Kong (July), (3) present the findings at the invited lectures including Western Japan Meeting of Japan Society of Marketing and Distribution (June), (4) conduct cross-cultural experiment studies in Japan and U.S. to assess the proposed hypotheses, and (5) discuss on brand management issues with the company executives in the service industries such as retail, hotel, and airline.
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| Causes of Carryover |
Main reasons for the incurring amount are followings:
(1) The research assistant was originally planned to be hired; however, there was no good candidate.
(2) The cross-cultural survey study was postponed.
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| Expenditure Plan for Carryover Budget |
In FY2016, I have found a good candidate for the research assistant who will assist me in spearheading the research. Thus, a part of incurring amount will be used as personnel expenditure in FY2016. Also, I plan to conduct several empirical studies (either survey or experiment) to examine hypotheses ; thus a part will be used as a research cost in miscellaneous. Furthermore, I will be attending two global marketing / consumer behavior conferences to received feedback on the findings of this research from the top global marketing / consumer behavior marketing scholars; thus a part will be used as travel expenses.
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[Presentation] 寄付と幸福感2015
Author(s)
鈴木智子
Organizer
第４回日本ポジティブサイコロジー医学会学術集会
Place of Presentation
慶應義塾大学（東京都港区）
Year and Date
2015-11-28
Invited
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