2012 Fiscal Year Final Research Report
An empirical study on the role of emotions in building a strong brand
| Project/Area Number |
22683009
|
|---|
| Research Category |
Grant-in-Aid for Young Scientists (A)
|
| Allocation Type | Single-year Grants |
|---|
| Research Field |
Commerce
|
|---|
| Research Institution | Sophia University |
|---|
Principal Investigator |
SUGITANI Yoko 上智大学, 経済学部, 准教授 (40514203)
|
|---|
| Project Period (FY) |
2010 – 2012
|
| Keywords | 消費者行動 |
|---|
| Research Abstract |
This study sought to determine the kind of brand attitude that wasresistant to negative word-of-mouth (WOM) communication. A series of studies revealedthree determinants of consumer’s brand attitude: functionality, pride, and emotionalattachment. It was also shown that brand attitude based on emotional attachment was lesssusceptible to negative WOM communication than one based on pride or productfunctionality. We suggested that this could be because emotional attachment is subjectiveand based on the consumer’s direct experience.
|
Research Products
(15 results)
