Fundamental studies of the local character development from viewpoint of the regional brand value formation

2016 Fiscal Year Final Research Report

• Project/Area Number: 26570027
• Research Category: Grant-in-Aid for Challenging Exploratory Research
• Allocation Type: Multi-year Fund
• Research Field: Tourism Studies
• Research Institution: Osaka Prefecture University
• Principal Investigator: Araki Nagateru 大阪府立大学, 人間社会システム科学研究科, 教授 (50214789)
• Project Period (FY): 2014-04-01 – 2017-03-31
• Keywords: ご当地キャラクター / 地域ブランド

Outline of Final Research Achievements

Assuming that the local character is one of the tools that can contribute to the regional brand value development in the area, we analyze the relationship between the attribute of the character and the regional brand value, which will be the guideline for developing local characters.　The main results are as follows. (1)It is assumed that a character can be identified by a personality image which is perceived at the time of contact with a character and then the five constructs such as Brightness, Infantile, Conscientiousness (R), Openness, and Extraversion are elements constituting the attribute.　(2) Among these elements, the four constructs of Brightness, Infantile, negative Conscientiousness (R) and Extraversion are mediated by favorable attitudes towards local characters, and significantly related to the regional brand value.

Free Research Field

マーケティング