2010 Fiscal Year Final Research Report
Coevolution process of self and brand
| Project/Area Number |
19730284
|
|---|
| Research Category |
Grant-in-Aid for Young Scientists (B)
|
| Allocation Type | Single-year Grants |
|---|
| Research Field |
Commerce
|
|---|
| Research Institution | Yokohama City University |
|---|
Principal Investigator |
SHIBATA NORIKO Yokohama City University, 国際マネジメント研究科, 准教授 (60347284)
|
|---|
| Project Period (FY) |
2007 – 2010
|
| Keywords | 自己表現 / ブランド / 消費者行動 / マーケティング / 自己 / 自己呈示 |
|---|
| Research Abstract |
Consumers use brands as means for "self-expression".
This research describes the two aspects of "self-expression" functions which brands have, conceptualizes "internal self-expression" functions, emphasizes its importance, and examines what kinds of consumers' self-concepts are projected to brands in a specific product category.
In the examination part, limited to sport product category, analysis is conducted with text data for finding out characteristic self-concepts projected to brands by consumers.
|
