Cross-cultural empirical research on cultural differences in inconsistent brand image evaluation: The influence of dialectical thinking.

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K17143
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Hitotsubashi University (2017); Kyoto University (2015-2016)
• Principal Investigator: Suzuki Satoko 一橋大学, 大学院国際企業戦略研究科, 准教授 (20621759)
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: brand management / dialecticism / culture / inconsistency / global marketing / cross-cultural

Outline of Final Research Achievements

Researchers in the brand management theory often emphasize consistency. For example, Keller (2013) says "without question, the most important consideration in reinforcing brands is consistency"(p. 480). However, phenomena in the Japanese market suggest that consistency may not always be necessary. This research proposes that there may be cultural differences in the consumer evaluation of brand (in)consistencies. This research hypothesis has not yet been examined in the previous literature and this research aims to fill the research gap.
Three projects were conducted to examine the research hypothesis. PJ1 explored the concept of consistency/fit based on the review of various literature. PJ2 empirically examined cultural differences in evaluation of inconsistent brand personality brands and the influence of dialectical thinking. PJ3 developed a conceptual model on managing inconsistencies in a brand.

Free Research Field

商学