Index development from the perspective of product concept for improving emotional value and evaluation of impact on purchasing behavior

2021 Fiscal Year Final Research Report

• Project/Area Number: 20K22115
• Research Category: Grant-in-Aid for Research Activity Start-up
• Allocation Type: Multi-year Fund
• Review Section: 0107:Economics, business administration, and related fields
• Research Institution: Saitama University
• Principal Investigator: Kato Takumi 埼玉大学, 人文社会科学研究科, 講師 (90882225)
• Project Period (FY): 2020-09-11 – 2022-03-31
• Keywords: 商品・サービス開発 / ブランドマネジメント / コンセプト / 感性的価値 / ロイヤルティ

Outline of Final Research Achievements

With industries becoming technologically advanced, the source of competitiveness has shifted from a functional value, such as performance and durability, to an emotional value, such as design and comfort. To create an emotional value, the concept of a brand should be consistently embodied in a product or service to enhance its appeal. In the brand management of products and services, although performance and design are surveyed as factors of the repurchase or recommendation intention, the concept remains unused. This study clarified that considering reasons behind the repurchase intention of products/services, consumers who recall the concept of the product are more likely to repurchase than consumers who recall the specific characteristics, such as design and performance. As a practical implication, a new index known as concept recall can be adopted as a factor of brand loyalty in brand management.

Free Research Field

マーケティング

Academic Significance and Societal Importance of the Research Achievements

商品・サービスの開発には，多くの部門が関係して意思決定が行われる。その際，基準が統一されていなければ，コンセプトが忘れ去られ，いつのまにか技術の追求に目的がすり変わってしまう。しかし，消費者のロイヤルティを獲得するには，コンセプトに共感されることが最も重要であり，デザインや技術はその実現手段に過ぎない。よって，手段の目的化に陥らないためにも，コンセプトを意思決定の中心に置くべきである。これまで，産業界・学術界の双方において，ブランドマネジメントにおいてコンセプトを扱うことは稀であったが，本研究は評価方法と効果を示した。この成果は，学術的知見を拡張し，実務での意思決定を支えることが期待される。