2010 Fiscal Year Final Research Report
Effect of Brand Knowledge on Consumers' Multiple Related Purchases
| Project/Area Number |
20730283
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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 | Keio University |
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Principal Investigator |
SAKASHITA Mototaka Keio University, 大学院・経営管理研究科, 准教授 (00384157)
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| Research Collaborator |
KIMURA Junko 法政大学, 経営学部, 教授 (00342204)
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| Project Period (FY) |
2008 – 2010
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| Keywords | 消費者行動 / ブランド知識 / 自己 |
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| Research Abstract |
This research sheds light on the effect of consumers' brand knowledge on their purchasing behavior of multiple related products, especially when considering multiple different brands. Based on the review of related literatures, observation of the actual shopping behaviors of consumers at retail stores, and careful interpretation of the visual data gathered from catalogue shopping experiments, the unique effects of brand knowledge and shopping companions on multiple-products purchasing behavior were identified.
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Research Products
(7 results)
