Effect and Antecedent of Retail Brand Image

零售品牌形象的影响与前因

• 批准号: 23730406
• 负责人: SAKASHITA Mototaka
• 金额: $ 2.33万
• 依托单位: Keio University
• 依托单位国家: 日本
• 项目类别: Grant-in-Aid for Young Scientists (B)
• 财政年份: 2011
• 资助国家: 日本
• 起止时间: 2011 至 2013
• 项目状态: 已结题
• 来源: https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-23730406/
• 关键词: 商学; ブランド; 消費者行動

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.

本研究的目的是调查零售品牌形象的前因，并进一步了解其对消费者购买决策过程的影响。基于消费者记忆中的联想网络这一概念，笔者试图从理论和管理的角度对这一现象进行探讨。为了实现上述研究目的，作者试图建立有效的假设，他进行了以下三个研究：研究：（1）相关领域（理论和管理文献）进行彻底而深刻的文献综述，（2）对日本消费者的半结构化访谈，以及（3）在真实零售店进行的经验研究和观察方法。基于三种研究方法的结果，进行了在线调查来检验假设，并为未来的研究可能性重新制定假设。

项目成果

Fashion Shareing between Mother and Her Adlescent Daughter: Comparative Study of France and Japan

母亲与青春期女儿的时尚分享：法国与日本的比较研究

• 发表时间: 2013
• 作者: 木村純子・坂下玄哲・Gentina Elodie・Decoopman Isabella

Effect of Online Browsing on Perceived Brand Parity : Clickstream Analysis of Japanese Brand Website

在线浏览对感知品牌平价的影响：日本品牌网站的点击流分析

• 发表时间: 2014
• 作者: Sakashita; Mototaka
• 通讯作者: Mototaka

意思決定の科学と消費者行動研究

决策科学和消费者行为研究

• 发表时间: 2013
• 作者: 坂下玄哲

意思決定の科学と消費者行動研究

决策科学和消费者行为研究

• 作者: 坂下玄哲

クロスメディア効果に関する考察 企業サイト閲覧行動と広告評価の関係を手がかりに

跨媒体效应的考量：以企业网站浏览行为与广告评价的关系为线索

• 发表时间: 2012
• 作者: 坂下玄哲