Empirical Research of the Integration Effect of Brand and Consumer Perception on International Transfer of Marketing Knowledge

2016 Fiscal Year Final Research Report

• Project/Area Number: 26380585
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Kindai University (2016); Osaka University of Economics and Law (2014-2015)
• Principal Investigator: TAKIMOTO Masae (金井優枝) 近畿大学, 経営学部, 准教授 (30330351)
• Research Collaborator: Tamar Cavsugil Gerogea State University, Professor ; Chien Shinn-yi Taiwan Kaohsiung First University, Associate Professor
• Project Period (FY): 2014-04-01 – 2017-03-31
• Keywords: マーケティング知識 / 国際移転 / 消費者統合効果

Outline of Final Research Achievements

We conduct a theoretical empirical study on the knowledge and integration effect of the brand in international transfer of marketing knowledge. Not a explicit knowledge like research and development but a conceptual model that develops tacit knowledge which is information including local knowledge such as marketing knowledge can be transferred to countries with different characteristics in cultural and society and can be utilized , And clarified from the company survey and the consumer survey investigation and demonstrated.

Free Research Field

マーケティング　ブランド