Study on the influence of Iconic design on Brand Symbolic Value- Based on luxury brand.doc

• 研究課題/領域番号: 19K13837
• 研究種目: 若手研究
• 配分区分: 基金
• 審査区分: 小区分07090:商学関連
• 研究機関: 早稲田大学
• 研究代表者: 姜 志清 早稲田大学, 商学学術院, 助手 (00779150)
• 研究期間 (年度): 2019-04-01 – 2020-03-31
• 研究課題ステータス: 中途終了 (2019年度)
• 配分額: 520千円 (直接経費: 400千円、間接経費: 120千円); 2020年度: 130千円 (直接経費: 100千円、間接経費: 30千円); 2019年度: 390千円 (直接経費: 300千円、間接経費: 90千円)
• キーワード: iconic design / luxury / brand

研究開始時の研究の概要

This research is to develop a mechanism clarifying brand symbolic value communication process via iconic design. This research is planned to be complicated within one year and phrased into 4 stages: literature review, exploratory research, experimental study and discussion and implication.

研究実績の概要

During this research period, I finished the literature review, set up the conceptual framework and conducted consumer surveys twice.
The first one committed to Macromill is the survey about the influence of iconic design on luxury hotel perception. It was done 2019.05 and cost 172,800JPY.
The second one is the survey about the influence of iconic product design on luxury watch brand perception. It was conducted by RAKUTEN Research in 2019.06 and cost 108,000JPY. These were totally taken 280,800JPY.