2009 Fiscal Year Final Research Report
Antecedents of Brand Relationships: What Makes and Develops Consumer-Brand Attachment?
| Project/Area Number |
20730282
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Komazawa University |
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Principal Investigator |
KANNO Saori Komazawa University, 経営学部, 准教授 (00383373)
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| Project Period (FY) |
2008 – 2009
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| Keywords | ブランド・リレーションシップ / 愛着(アタッチメント) / ブランド・マネジメント |
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| Research Abstract |
This study investigates the antecedents of brand relationships, what makes and develops consumer-brand relationships. First, the researcher review the conceptual foundations of brand relationship theory and the argues of research findings about brand relationships. And then the researcher focused on the concept "self-brand connection" as an antecedent of brand relationships and analyzed the data to find self identity connections between brands and consumer.
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Research Products
(7 results)
