2016 Fiscal Year Final Research Report
An Empirical Study of Consumers' Brand Parity: Antecednts and Cosequences
Project/Area Number |
26380570
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Research Category |
Grant-in-Aid for Scientific Research (C)
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Allocation Type | Multi-year Fund |
Section | 一般 |
Research Field |
Commerce
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Research Institution | Keio University |
Principal Investigator |
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Research Collaborator |
VISWANATHAN Vijay ノースウエスタン大学, メディルスクール・IMC学科, 准教授
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Project Period (FY) |
2014-04-01 – 2017-03-31
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Keywords | 情報探索 / ブランド・パリティー |
Outline of Final Research Achievements |
The purpose of this study is to investigate the antecedents and consequences of consumers' "no brand preference", which occurs when consumers do not hold any particular positive attitude towards all the major existing brands in a product category, by theoretically and empirically focusing on consumers' cognitive structure. Analyzing the behavioral and attitudinal data of actual consumers, it revealed that consumers searching for information about a particular brand tended to hold lower level of brand parity (perceived similarity among different brands in a product category), thus forming higher positive attitude towards the brand.
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Free Research Field |
マーケティング、消費者行動、ブランド・マネジメント
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