2014 Fiscal Year Final Research Report
Understanding of Process of Brand Relationship Formation
| Project/Area Number |
24530530
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Aoyama Gakuin University (2013-2014)
Toyo University (2012) |
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Principal Investigator |
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| Project Period (FY) |
2012-04-01 – 2015-03-31
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| Keywords | マーケティング / ブランド / リレーションシップ |
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| Outline of Final Research Achievements |
Consumers sometime hold attachment for a specific brand, or feel a psychological bond. In marketing or consumer behavior, these psychological ties with brand are called a brand relationship. Although, many studies refer to the characteristic or effect, there were few discussions about the formation of brand relationship. Therefore, I examined the formation of the brand relationship.
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| Free Research Field |
マーケティング
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