2010 Fiscal Year Final Research Report
Coevolution process of self and brand
Project/Area Number |
19730284
|
Research Category |
Grant-in-Aid for Young Scientists (B)
|
Allocation Type | Single-year Grants |
Research Field |
Commerce
|
Research Institution | Yokohama City University |
Principal Investigator |
SHIBATA NORIKO Yokohama City University, 国際マネジメント研究科, 准教授 (60347284)
|
Project Period (FY) |
2007 – 2010
|
Keywords | 自己表現 / ブランド / 消費者行動 / マーケティング / 自己 / 自己呈示 |
Research Abstract |
Consumers use brands as means for "self-expression". This research describes the two aspects of "self-expression" functions which brands have, conceptualizes "internal self-expression" functions, emphasizes its importance, and examines what kinds of consumers' self-concepts are projected to brands in a specific product category. In the examination part, limited to sport product category, analysis is conducted with text data for finding out characteristic self-concepts projected to brands by consumers.
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Research Products
(2 results)