Cross-cultural empirical research on managing brands over time: Focusing on moderate inconsistency, memory advantage, and dialectical thinking

品牌随时间管理的跨文化实证研究：关注适度不一致、记忆优势和辩证思维

基本信息

批准号：
21K01740
负责人：
鈴木智子
金额：
$ 2.66万
依托单位：
Hitotsubashi University
依托单位国家：
日本
项目类别：
Grant-in-Aid for Scientific Research (C)
财政年份：
2021
资助国家：
日本
起止时间：
2021-04-01 至 2024-03-31
项目状态：
已结题

项目摘要

The objective of this research is to develop a new theory in brand management by empirically identifying a mechanism for building strong brands over time from a consumer perspective. In FY2022, the hypotheses were further refined by thinking the meaning of brand longevity from a consumer perspective. Long-term survival of a brand means that it remains in the consumers' mind across time. We have conducted the literature review in various disciplines including marketing, consumer behavior, and social psychology to identify variables and mechanisms for consumers to keep brands in their minds for a long time. In addition, case studies on longevity brands such as Takara Tomy's Rika-chan was conducted. Based on literature review and case studies, we are now focusing on three concepts. First is a fandom. Making consumers a fan of the brand is effective for consumers to remember the brands for a long time. Interestingly, the research on fandom in brand management is still scarce especially outside Japan. Second, we are looking into a diversity of emotions, namely emodiversity. Experiencing diverse emotions in a brand experience will lead to higher as well as longer recall of brands. Third, we hypothesized that a desire to talk about the particular brands is a necessary condition for brands to remain in the consumer memory. Thus, we have decided to use "desire to talk about the particular brand" as a dependent variable for our future empirical studies. These two themes will be further examined in FY2023.

本研究的目的是通过从消费者的角度实证确定随着时间的推移建立强大品牌的机制，从而开发品牌管理的新理论。 2022 财年，通过从消费者的角度思考品牌长寿的含义，这些假设得到了进一步完善。一个品牌的长期生存意味着它能够随着时间的推移留在消费者的脑海中。我们对市场营销、消费者行为和社会心理学等多个学科进行了文献综述，以确定消费者长期记住品牌的变量和机制。此外，还对Takara Tomy的Rika-chan等长寿品牌进行了案例研究。基于文献回顾和案例研究，我们现在关注三个概念。首先是粉丝群体。让消费者成为品牌的粉丝，有利于消费者长期记住品牌。有趣的是，关于品牌管理中粉丝群体的研究仍然很少，尤其是在日本以外。其次，我们正在研究情感的多样性，即情感多样性。在品牌体验中体验不同的情感将导致更高、更长的品牌回忆。第三，我们假设谈论特定品牌的愿望是品牌留在消费者记忆中的必要条件。因此，我们决定使用“谈论特定品牌的愿望”作为我们未来实证研究的因变量。这两个主题将在 2023 财年得到进一步研究。