2011 Fiscal Year Final Research Report
The effects of co-creation to brand relationships
Project/Area Number |
22730340
|
Research Category |
Grant-in-Aid for Young Scientists (B)
|
Allocation Type | Single-year Grants |
Research Field |
Commerce
|
Research Institution | Komazawa University |
Principal Investigator |
KANNO Saori 駒澤大学, 経営学部, 准教授 (00383373)
|
Project Period (FY) |
2010 – 2011
|
Keywords | ブランド・リレーションシップ / 価値共創 / ブランド・アタッチメント / 愛着 / ブランド・マネジメント |
Research Abstract |
The purpose of this study is to show that the effects of brand value co-creations to emotional brand attachment. We proposed the conceptual framework linking two types of brand co-creations(brand based co-creation and consumer based co-creation) to brand attachment. Covariance structure analyses show that both co-creations have a positive effect on brand attachment. Moreover, consumer based co-creation has a stronger effect on brand attachment than brand based co-creation, and the effect is the most in durable goods.
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Research Products
(5 results)