| 研究課題/領域番号 |
15K20896
|
|---|
| 研究機関 | 筑波大学 |
|---|
研究代表者 |
タン キャロラインスーリン 筑波大学, ビジネスサイエンス系, 准教授 (30611397)
|
|---|
| 研究期間 (年度) |
2015-04-01 – 2018-03-31
|
| キーワード | cause related marketing / CSR / consumer behavior / risk / safety / scandals / purchase intention |
|---|
| 研究実績の概要 |
This research took a focus on CSR and Cause-related marketing in 2016. I moved on to exploring perceptions of safety and risk especially looking at scandals and how natural disasters affect public perception and shape their purchase intentions and brand perception. Based on the findings, I was invited to present at the following
Academy of Multinational Enterprises. Paper: The Impact of corporate scandals on customer's support on csr
Global Marketing Conference. Paper:The Influence of Corporate Food Scandals On Trust And Purchase Intention
Intl Conference on CSR. Paper: A Study On The Influence Of CSR On Purchase Intention
Japan Forum of Business and Society. Paper:Effect of CRM on Green Behavior
Intl Conference On Corporate Sustainability and Responsibility. Paper:When Scandal Meets CRM
|
| 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
This has been a fairly good year as I managed to run 4 controlled experiments and data collection activities. I also have managed to connect with international researchers in Europe and Asia. On the other hand, I feel that I have not reached the level of progress that I would have hoped due to work load in the department (administrative and academic).
|
| 今後の研究の推進方策 |
Moving forward I am interested in looking at the different specific CSR initiatives and how it translates to consumer perception and support whilst at the same time increase the brand image and favorability. I am also planning to narrow down the focus on different industries; looking at different products and services to explore if there are differences in the association and adoption of CSR in terms of type and consumer perception and reception.
|
| 次年度使用額が生じた理由 |
I need to use the amount to pay a research company to help collect a bigger data set. The quotation depends on the number of questions and the complexities. I will be working on that portion this year. As the designing of the data collection will take some time, the amount has been deferred to next fiscal year.
|
| 次年度使用額の使用計画 |
The balance will be used to pay a market research company to collect a large data set across the nation sometime in August 2017.
|
