2023 Fiscal Year Annual Research 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, 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 / inconsistency / fit / brand narratives |
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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. Based on the literature reviews, case studies, and exploratory studies conducted during FYs 2021 and 2022, hypotheses were built and empirically tested in FY2023 using experiments. Unfortunately, the hypotheses were not supported. Thus, we went back to the literature to refine our hypotheses and research methodology. We identified the potential reason of the failure in our experiment. Currently, we are working to revise the methodology and planning for the new study.
In FY2023, we have achieved several outputs including conference presentation at the top international academic conferences and publish case studies in academic journals. For the conference presentation, we were able to present our work at top international conference of service and marketing research, namely Frontiers in Service. For the case studies, we were able to publish two cases, Panasonic Holdings and Oki Electric Industry Co., Ltd., both existing for more than 100 years and representing longevity brands.
In addition, in FY2023, three papers were submitted to the top international academic conference for consumer behavior research, namely, Association for Consumer Research. If accepted, we will make the presentation of the research outputs and have the inputs from the top consumer behavior researchers.
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