2013 Fiscal Year Final Research Report

Image Matching and Association process in the recognition of the place brand

Research Project

Project/Area Number	23730400
Research Category	Grant-in-Aid for Young Scientists (B)
Allocation Type	Multi-year Fund
Research Field	Commerce
Research Institution	Shinshu University
Principal Investigator	HAYASHI Yasuto 信州大学, 地域戦略センター, 准教授 (60534815)
Project Period (FY)	2011 – 2013
Keywords	地域ブランド / マッチング / 適合 / アソシエーション / 連合 / 感情誤帰属手続き / DRMパラダイム
Research Abstract	In this study, I designed two experiments to examine the cognitive process in the recognition of Place Brand with "image matching" hypothesis and "image association" hypothesis. After experimental examination of two hypothesis, I researched the use of those cognitive processes in real purchasing scene at Marketing shop ( called Antenna shop ). As a result, experimental examination and consumer's interview suggested that consumers use two cognitive processes selectively. But it is also suggested that consumers use those cognitive processes with vague and incorrect brand images in real purchasing scene. So, it is important to make a brand strategy which considered consumers cognitive process for place branding and activities of marketing shop.