2018 Fiscal Year Research-status Report
Theoretical and empirical research in identifying a new determinant of brand management success besides fit: From a dialectical thinking perspective.
| Project/Area Number |
18K12877
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| Research Institution | Hitotsubashi University |
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Principal Investigator |
鈴木 智子 一橋大学, 大学院経営管理研究科, 准教授 (20621759)
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| Project Period (FY) |
2018-04-01 – 2021-03-31
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| Keywords | brand management / brand extension / fit / culture / dialecticism / global marketing / dialectical thinking / international business |
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| Outline of Annual Research Achievements |
The objective of this research is to theoretically and empirically develop a new theory in brand management from the Asian perspectives. In particular, this research challenges the prevailing construct of "fit" in brand extension theory by considering dialectical thinking, the human psyche of tolerance toward changes and inconsistencies. In brief, this research aims to identify a new determinant of brand management success besides fit.
To achieve this research objective, in FY2018, I have conducted a literature review and developed hypotheses. Based on the findings, I wrote a working paper and presented it to the leading global Marketing scholars. They provided very constructive comments to the research. The comments were very insightful and helpful to improve the research. I plan to revise the research plan accordingly.
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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 significance of research was confirmed at the global level. Furthermore, the research hypotheses and research design has significantly improved. Thus, the preliminary stage of this three-years research project is accomplished.
In addition, several publications (including the peer-reviewed academic international journal papers) were achieved.
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| Strategy for Future Research Activity |
Following research activities are planned for FY2019: (1) present the findings at top international Marketing / Consumer Behavior academic conferences including European Marketing Academy and American Marketing Association, (2) conduct the cross-cultural experimental studies and collect data, (3) visit overseas collaborators and spearhead the international research, and (4) refine the working paper.
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| Causes of Carryover |
Research activities that had happened during FY2018 were mainly theoretical. Thus, the equipments needed for empirical study will be purchased in FY2019.
1,500,000 yen is the support for independent foundation.
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