2017 Fiscal Year Annual Research 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 | Hitotsubashi University |
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Principal Investigator |
鈴木 智子 一橋大学, 大学院国際企業戦略研究科, 准教授 (20621759)
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| Project Period (FY) |
2015-04-01 – 2018-03-31
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| Keywords | brand management / dialecticism / culture / 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 objective of FY2017, building on the activities conducted in FY2015 and 2016, was to propose a new theory on brand management that incorporates Asian perspectives.
Past research in brand management literature has featured the construct of "fit" as a factor that promotes success in brand management. However, the findings of the current research has shown that in cultures where dialectical thinking is prevalent, such as Japan, both consumers and managers are tolerant toward inconsistencies in brand image. In other words, in dialectical thinking cultures, there is a factor other than fit that determines the success of brand management. Following the discussions with the top global marketing scholars and brand managers of Japanese companies, a hypothesis was developed. In dialectical thinking cultures, "radical newness" may be equally or more effective than fit to promote success in brand management. This hypothesis will be further examined and refined in future research.
The findings of research were presented at top domestic and global academic conferences including Association for Consumers Research (ACR), European Marketing Academy Conference, and European ACR. The results were also published in academic journals.
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