2021 Fiscal Year Research-status Report
Cross-cultural empirical research on managing brands over time: Focusing on moderate inconsistency, memory advantage, and dialectical thinking
| Project/Area Number |
21K01740
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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) |
2021-04-01 – 2024-03-31
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| Keywords | brand management / longevity / culture |
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| Outline of Annual Research Achievements |
The objective of this research is to develop a new theory in brand management by empirically identifying a mechanism for building strong brands over time from a consumer perspective.
In FY2021, I have mainly conducted two things. First, I have conducted case studies on brands existing for more than 100 years. The findings were published as a case study in Hitotsubashi Business Review.
Second, I have conducted literature review on cultural transmission studies in social psychology and developed/refined hypotheses. Two pre-tests were conducted to prepare for the further hypothesis testing. The findings were presented at academic conferences.
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| Current Status of Research Progress |
Current Status of Research Progress
2: Research has progressed on the whole more than it was originally planned.
Reason
In the three-years project, the objective of the first year was to refine the research hypothesis and research design. This objective was achieved. In addition, several publications including peer-reviewed journal paper, academic presentations, and case study were achieved.
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| Strategy for Future Research Activity |
Following research activities are planned for FY2022: (1) present the findings at top international Marketing / Consumer Behavior academic conferences including IPDMC, European Marketing Academy and American Marketing Association, (2) conduct the hypothesis testing, and (3) refine the working paper.
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| Causes of Carryover |
Research activities that had happened during FY2021 were mainly theoretical. In addition, I was not able to conduct research activities that required travels.
In FY2022, I plan to spearhead the research by:
1) Conducting empirical studies: Several pre-tests, survey experiment using online, and field experiment at real cafe are planned to be conducted. Budget will be used to hire RAs and collect data
2) Physically attending domestic/overseas academic conferences
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Research Products
(10 results)
