研究実績の概要 |
The purpose of this research is to examine cultural differences in the evaluation of brand image inconsistencies and its underlying mechanism. The findings of this research aim to propose a new theory in brand management that incorporates Asian perspectives. In order to achieve above purpose, in FY2016, I conducted (1) additional experimental studies assessing cultural differences in brand image inconsistencies, (2) cross-cultural survey study, (3) case studies on the brand management in Japanese companies, and (4) research meetings with top global marketing scholars. Based on the above activities, following research achievements were made in FY2016. First, the cultural differences in brand image inconsistencies were confirmed, as expected, in a cross-cultural survey study. Second, hypotheses for the mechanism of cultural differences in the evaluation of brand image inconsistencies, identified in FY2015, were empirically tested. Cultural differences in thinking styles (dialectic thinking vs. analytic thinking) seems to be playing a role. Further examination will be done in FY2017. Third, the case studies were developed, following the expert interviews conducted in FY2015. Fourth, preliminary results were presented at top domestic and global academic conferences including Association for Consumers Research. The results were also published in academic journals. As a consequence, I was able to receive many feedback, which will help me to spearhead the research in FY2017.
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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
As mentioned in the research achievements section, cultural differences in brand image inconsistencies, the central proposition of this research, have been empirically supported. In consequence, in my future research, I can focus on identifying the mediators that explain why cultural differences exist. Thus, the secondary stage of this three-years research project is accomplished. Also, I was able to present the findings at the major overseas marketing conferences (Association for Consumer Research) as I had planned. I was able to not only receive comments from the marketing scholars in overseas but also find research collaborators across globe. Finally, the findings of research were published in the peer-reviewed global and domestic academic journals including Japan Marketing Journal as planned.
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今後の研究の推進方策 |
Following research activities are planned for FY2017:(1) conduct additional experimental studies to further strengthen the findings obtained in FYs2015 and 2016, (2) discuss on brand management issues with the company executives from different industries (versus the ones conducted in FYs2015 and 2016) to obtain a broader set of perspectives, (3) explore variables that play an important role for brand management in Japan -- this will be a step toward proposing a new theory on in brand management and brand equity from Asian perspectives, (4) present the findings in the domestic and global academic conferences, and (5) publish papers in the peer-reviewed domestic and global academic journals.
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次年度使用額の使用計画 |
In FY2017, I plan to conduct several empirical studies (both survey and experiments) to further verify hypotheses; thus a part will be used as a research cost in miscellaneous. Furthermore, I will be attending several global academic conferences (marketing / consumer behavior) to present the research outputs and to receive feedback from the top global marketing / consumer behavior marketing scholars; thus a part will be used as travel expenses. Finally, since FY2017 will be a final year of three-years project, I am going to prepare for publishing the research outputs; thus a part will be used for English proofing of manuscripts in miscellaneous.
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