| 研究課題/領域番号 |
21K01740
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| 研究種目 |
基盤研究(C)
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| 配分区分 | 基金 |
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| 応募区分 | 一般 |
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| 審査区分 |
小区分07090:商学関連
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| 研究機関 | 一橋大学 |
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研究代表者 |
鈴木 智子 一橋大学, 大学院経営管理研究科, 准教授 (20621759)
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| 研究期間 (年度) |
2021-04-01 – 2024-03-31
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| 研究課題ステータス |
交付 (2022年度)
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| 配分額 *注記 |
4,160千円 (直接経費: 3,200千円、間接経費: 960千円)
2023年度: 1,040千円 (直接経費: 800千円、間接経費: 240千円)
2022年度: 1,690千円 (直接経費: 1,300千円、間接経費: 390千円)
2021年度: 1,430千円 (直接経費: 1,100千円、間接経費: 330千円)
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| キーワード | brand management / longevity / culture / fandom / brand relationship / inconsistency / fit / emodiversity / cross-cultural / dialectical thinking / memory advantage / cultural transmission |
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| 研究開始時の研究の概要 |
The objective of this research is to develop a theory about managing brands over time. It is interdisciplinary research that integrates marketing and psychology theories. In particular, it adopts recent findings in cultural transmission studies to test the long-term effects of branding activities. It also introduces the cultural transmission methodology to the brand management literature for the first time. In addition, this research will examine the moderating role of culture, specifically dialectical thinking, which is still under-researched in marketing literature.
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| 研究実績の概要 |
The objective of this research is to develop a new theory in brand management by empirically identifying a mechanism for building strong brands over time from a consumer perspective. In FY2022, the hypotheses were further refined by thinking the meaning of brand longevity from a consumer perspective. Long-term survival of a brand means that it remains in the consumers' mind across time. We have conducted the literature review in various disciplines including marketing, consumer behavior, and social psychology to identify variables and mechanisms for consumers to keep brands in their minds for a long time. In addition, case studies on longevity brands such as Takara Tomy's Rika-chan was conducted. Based on literature review and case studies, we are now focusing on three concepts. First is a fandom. Making consumers a fan of the brand is effective for consumers to remember the brands for a long time. Interestingly, the research on fandom in brand management is still scarce especially outside Japan. Second, we are looking into a diversity of emotions, namely emodiversity. Experiencing diverse emotions in a brand experience will lead to higher as well as longer recall of brands. Third, we hypothesized that a desire to talk about the particular brands is a necessary condition for brands to remain in the consumer memory. Thus, we have decided to use "desire to talk about the particular brand" as a dependent variable for our future empirical studies. These two themes will be further examined in FY2023.
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| 現在までの達成度 (区分) |
現在までの達成度 (区分)
2: おおむね順調に進展している
理由
During the second year of the three-years project, the preparation for empirical studies was completed and we are now ready to launch the hypothesis testing study. In addition, the paper related to the current project was published from Journal of Business Research, a top peer-reviewed journal.
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| 今後の研究の推進方策 |
Following research activities are planned for FY2023:
(1) present the findings at top international academic conferences such as Frontiers in Service, (2) conduct the empirical study, (3) draft manuscripts, and (4) submit to the top peer-reviewed journals such as Journal of Consumer Psychology.
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