| 研究課題/領域番号 |
18K11947
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| 研究機関 | 千葉大学 |
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研究代表者 |
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| 研究期間 (年度) |
2018-04-01 – 2021-03-31
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| キーワード | Brand Personality Scale / Brand Personality / Logo Personality / Logo Design |
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| 研究実績の概要 |
Literature review related to research methodology was completed and preliminary seven well-known Japanese companies were selected from the following three sponsorship categories: World Wide Olympic Partner, Tokyo 2020 Olympic Gold Partner and Tokyo 2020 Olympic Official Partner. The Japanese version of Brand Personality Scale is selected to be used to measure brand personality and logo personality of selected companies across five core dimensions: Sincerity, Excitement, Competence, Sophistication, and Ruggedness. These five core dimensions and their 15 factors are used for questionnaires to evaluate differences between brand and logo personalities. All questionnaires are prepared and ready for the next stage of this research.
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| 現在までの達成度 (区分) |
現在までの達成度 (区分)
3: やや遅れている
理由
The accessible advertisements and promotions in mass media of all preliminary selected seven well-known Japanese companies are not directly related to Tokyo 2020 Olympics and Paralympics. There is a need for direct advertising of these companies in the context of the Olympic and Paralympic Games. It is expected that in 2019 more advertisements and promotions will be released to the audience. Therefore, the distribution of questionnaires is postponed until later 2019 Summer or Autumn.
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| 今後の研究の推進方策 |
The preliminary selected seven well-known Japanese companies are in 3 different sponsorship categories. Therefore, the idea is to use just a few brands from the same category or select some Japanese companies based on the highest rates from global brand ranking (make a list based on favorite Japanese brand names in Japan and other countries). The plan is to make some possible changes: World Wide Olympic Partner: Toyota, Panasonic (maybe add Bridgestone); Tokyo 2020 Olympic Gold Partner: Canon, Fujitsu (drop Fujitsu and maybe add Asics); Tokyo 2020 Olympic Official Partner: ANA, Japan Airlines, Mitsubishi Electric (drop Mitsubishi Electric). Then, the collected data will be analyzed and interpreted for further reporting.
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| 次年度使用額が生じた理由 |
It was no reason to spend funds. There is no plans to spend funds in 2019.
All research expenses were postponed for 2020.
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