2013 Fiscal Year Final Research Report
Effect and Antecedent of Retail Brand Image
| Project/Area Number |
23730406
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
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| Research Institution | Keio University |
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Principal Investigator |
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| Project Period (FY) |
2011 – 2013
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| Keywords | 商学 / ブランド / 消費者行動 |
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| Research Abstract |
The purpose of this study is to investigate the antecedent of retail brand image, and to further understand its influence on consumers' purchase decision making process. Based on the notion of association network in consumers' memory, the author tried to investigate the phenomena from theoretical and managerial point of view.
In order to fulfill the study purpose presented above, the auther tried to establish valid hypothesises, he conducted the following three researches: (1) a thorough and profound literature review in the related fields (both in theoretical and managerial literature), (2) semi-structured interviews of consumers in Japan, and (3) experiencial researches and observation methods conducted at real retail stores. Based on the findings from the three research methods, an online survey was conducted to test the hypothesises, and the hypothesises were re-formulated for the future research possibilities.
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Research Products
(5 results)
