2015 Fiscal Year Final Research Report
Antecedents of Brand Switch
| Project/Area Number |
25780274
|
|---|
| Research Category |
Grant-in-Aid for Young Scientists (B)
|
| Allocation Type | Multi-year Fund |
|---|
| Research Field |
Commerce
|
|---|
| Research Institution | Senshu University |
|---|
Principal Investigator |
|
|---|
| Project Period (FY) |
2013-04-01 – 2016-03-31
|
| Keywords | ブランドスイッチ / スイッチングコスト / スイッチングバリア / プロモーション |
|---|
| Outline of Final Research Achievements |
From studies some findings about effects of monetary promotion became clear.
One of strong findings is that it became clear that reducing switching costs is more effective than giving incentives and it is strongly effective when switching cost is 0.
Also it is meaningful that these findings became clear under more strict condition.
|
| Free Research Field |
商学
|
