2020 Fiscal Year Annual Research 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 | culture / dialecticism / brand management / masstige / luxury brands / co-branding / fit |
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| Outline of Annual Research Achievements |
In FY2020, based on the findings from the current research projects, I was able to publish two papers in peer-reviewed journal, two papers in business journals, and one newspaper article. The academic papers focus on culture and business, whereas the practitioner papers focus on brand management. Unfortunately, I was able to make only one conference presentation due to COVID-19. Nonetheless, I was able to communicate my research findings to both academia and business practitioners, globally and domestically.
The above achievements have led me to generate new hypotheses for this research. The hypotheses are currently being tested with a large-scale survey. I plan to submit a paper to a special issue on Masstige Marketing with the results of survey.
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