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2016 Fiscal Year Final Research Report

Innovation and Brand Meaning in the Watch Industry

Research Project

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Project/Area Number 25780246
Research Category

Grant-in-Aid for Young Scientists (B)

Allocation TypeMulti-year Fund
Research Field Management
Research InstitutionMeiji Gakuin University

Principal Investigator

OTAKE Mitsutoshi  明治学院大学, 経済学部, 准教授 (40635356)

Project Period (FY) 2013-04-01 – 2017-03-31
Keywords正統性 / 組織慣性 / ゲートキーパー
Outline of Final Research Achievements

This ethnographic study of brand authenticity in watch industry has revealed that consumers seek authenticity through observations of object and self in comparison with authenticity archetypes for brands and persons. As consumption experience accumulates, the congruity between “the form one should take with respect to a product or enterprise” and “the object brand” invokes self-change. Specifically, there is a dynamic incongruity by which the brand in question gradually changes one’s perspectives and actions until they become established, which becomes a more important element in the search for authenticity. This focus on archetypes offers an important perspective regarding the process by which authenticity is socially constructed.

Free Research Field

マーケティング

URL: 

Published: 2018-03-22  

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