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Fundamental Research on Concept Arrangement and Methodology about Context Branding in the age of Globalization

Research Project

Project/Area Number 26380573
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeMulti-year Fund
Section一般
Research Field Commerce
Research InstitutionChuo University

Principal Investigator

MIURA Toshihiko  中央大学, 商学部, 教授 (60190592)

Co-Investigator(Renkei-kenkyūsha) EDO Katsue  文化学園大学, 服装学部, 順境 (80318592)
Research Collaborator YAMAZAKI Masashi  
Project Period (FY) 2014-04-01 – 2017-03-31
Project Status Completed (Fiscal Year 2016)
Budget Amount *help
¥4,680,000 (Direct Cost: ¥3,600,000、Indirect Cost: ¥1,080,000)
Fiscal Year 2016: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2015: ¥2,210,000 (Direct Cost: ¥1,700,000、Indirect Cost: ¥510,000)
Fiscal Year 2014: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Keywordsブランド / グローバル・マーケティング / グローバル・ブランド / コンテクスト
Outline of Final Research Achievements

The first theoretical finding is the concept arrangement and systematization of Context Branding. We find three context branding strategies and two context advertising strategies. The second one is about overseas deployment of Context Branding. When you deploy the strategy overseas, we found you have to consider not only the context of the brand concerned but also the context of oversea market concerned.The empirical findings came from the consumer research in Japan, Singapore, Indonesia and Thailand, and the interview research for Japanese companies’ overseas subsidiaries in Indonesia, Malaysia, Thailand, Vietnam and India. Two researches support on some level hypotheses from Context Branding strategies.

Report

(4 results)
  • 2016 Annual Research Report   Final Research Report ( PDF )
  • 2015 Research-status Report
  • 2014 Research-status Report
  • Research Products

    (5 results)

All 2017 2016 2015

All Journal Article (2 results) (of which Acknowledgement Compliant: 1 results) Presentation (3 results) (of which Int'l Joint Research: 2 results)

  • [Journal Article] 地域のコンテクストと製品の感情型属性 -日星尼泰4カ国消費者調査からグローバル・ブランド戦略への示唆-2017

    • Author(s)
      三浦俊彦
    • Journal Title

      商学論纂

      Volume: 58 Pages: 435-464

    • Related Report
      2016 Annual Research Report
    • Acknowledgement Compliant
  • [Journal Article] コンテクスト・ブランディングのグローバル展開 -国を越えてのライフスタイルと世界観の提示-2015

    • Author(s)
      三浦俊彦
    • Journal Title

      商学論纂

      Volume: 56 Pages: 115-158

    • NAID

      110009986845

    • Related Report
      2014 Research-status Report
  • [Presentation] Investigating Consumer Episodes for Context Branding in Global Marketing Strategies from Survey Research in Asian Countries2017

    • Author(s)
      Katsue Edo and Toshihiko Miura
    • Organizer
      6th International conference on Current research in Applied Business and Social Sciences (CRABS)
    • Place of Presentation
      デリー(インド)
    • Year and Date
      2017-03-13
    • Related Report
      2016 Annual Research Report
    • Int'l Joint Research
  • [Presentation] Context Branding in Global Branding Strategies: An Exploratory Research of Consumer Episodes in Asian Countries2016

    • Author(s)
      Katsue Edo and Toshihiko Miura
    • Organizer
      2nd International Conference on Advanced Research in Business and Social Sciences 2016(ICARBSS
    • Place of Presentation
      デンパサール(インドネシア)
    • Year and Date
      2016-09-07
    • Related Report
      2016 Annual Research Report
    • Int'l Joint Research
  • [Presentation] 現代消費者の特徴(意識・行動)と小売企業のマーケティング対応2016

    • Author(s)
      三浦俊彦
    • Organizer
      日本商業学会関西部会
    • Place of Presentation
      大阪市立大学文化交流センター
    • Year and Date
      2016-01-23
    • Related Report
      2015 Research-status Report

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Published: 2014-04-04   Modified: 2018-03-22  

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