2016 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, 経営管理大学院, 特定准教授 (20621759)
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| Project Period (FY) |
2015-04-01 – 2018-03-31
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| Keywords | brand management / culture / dialecticism / inconsistency / global marketing / cross-cultural |
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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.
In order to achieve above purpose, in FY2016, I conducted (1) additional experimental studies assessing cultural differences in brand image inconsistencies, (2) cross-cultural survey study, (3) case studies on the brand management in Japanese companies, and (4) research meetings with top global marketing scholars.
Based on the above activities, following research achievements were made in FY2016. First, the cultural differences in brand image inconsistencies were confirmed, as expected, in a cross-cultural survey study. Second, hypotheses for the mechanism of cultural differences in the evaluation of brand image inconsistencies, identified in FY2015, were empirically tested. Cultural differences in thinking styles (dialectic thinking vs. analytic thinking) seems to be playing a role. Further examination will be done in FY2017. Third, the case studies were developed, following the expert interviews conducted in FY2015. Fourth, preliminary results were presented at top domestic and global academic conferences including Association for Consumers Research. The results were also published in academic journals. As a consequence, I was able to receive many feedback, which will help me to spearhead the research in FY2017.
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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, cultural differences in brand image inconsistencies, the central proposition of this research, have been empirically supported. In consequence, in my future research, I can focus on identifying the mediators that explain why cultural differences exist. Thus, the secondary stage of this three-years research project is accomplished.
Also, I was able to present the findings at the major overseas marketing conferences (Association for Consumer Research) as I had planned. I was able to not only receive comments from the marketing scholars in overseas but also find research collaborators across globe.
Finally, the findings of research were published in the peer-reviewed global and domestic academic journals including Japan Marketing Journal as planned.
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| Strategy for Future Research Activity |
Following research activities are planned for FY2017:(1) conduct additional experimental studies to further strengthen the findings obtained in FYs2015 and 2016, (2) discuss on brand management issues with the company executives from different industries (versus the ones conducted in FYs2015 and 2016) to obtain a broader set of perspectives, (3) explore variables that play an important role for brand management in Japan -- this will be a step toward proposing a new theory on in brand management and brand equity from Asian perspectives, (4) present the findings in the domestic and global academic conferences, and (5) publish papers in the peer-reviewed domestic and global academic journals.
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| Causes of Carryover |
The major reason for incurring amount is because the 2nd wave of large-scale cross-cultural survey planned for FY2016 was postponed to FY2017. This delay had happened because the 1st wave of survey was delayed from FY2015 to FY2016.
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| Expenditure Plan for Carryover Budget |
In FY2017, I plan to conduct several empirical studies (both survey and experiments) to further verify hypotheses; thus a part will be used as a research cost in miscellaneous. Furthermore, I will be attending several global academic conferences (marketing / consumer behavior) to present the research outputs and to receive feedback from the top global marketing / consumer behavior marketing scholars; thus a part will be used as travel expenses. Finally, since FY2017 will be a final year of three-years project, I am going to prepare for publishing the research outputs; thus a part will be used for English proofing of manuscripts in miscellaneous.
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[Presentation] 共同ブランド2016
Author(s)
鈴木智子
Organizer
マーケティングカンファレンス2016
Place of Presentation
早稲田大学（東京都新宿区）
Year and Date
2016-10-15
Invited
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