The role of self-based and public-based evaluations on forming brand attitudes

2016 Fiscal Year Final Research Report

• Project/Area Number: 26780239
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Sophia University
• Principal Investigator: SUGITANI Yoko 上智大学, 経済学部, 准教授 (40514203)
• Project Period (FY): 2014-04-01 – 2017-03-31
• Keywords: ブランド / 態度 / 自己 / 他者 / 感情 / 認知 / 文化 / 消費者

Outline of Final Research Achievements

This study aimed to clarify the underlying factors of brand attitudes. Based on the results of online survey in the U.S. and Japan, it was suggested that brand attitude bases are divided into two dimensions;‘self-based evaluation'that is based on subjective feelings and personal experiences and‘public-based evaluation’that is derived from public reputation and others’opinions. Further, this study demonstrated that self-based evaluation could be more important than public-based evaluation in strong brand building and this finding could vary across cultures.

Free Research Field

消費者心理学