One potential source of pioneer brand advantage is retail buyers 'preference for pioneer brands. A model of pioneer brand advantage with retailers developed in the USA was tested in Japan, as a replication and cross-cultural extension This provides the first empirical study of Japanese retail buyer beliefs, attitude, and behavior toward new offerings, and the first direct statistical comparison of US and Japanese retail buying behavior in the marketing literature Similarities and differences in pioneer brand advantage with retailers between Japan and the USA are discussed Results from a survey of buyers from Japan's largest supermarket chains suggest that pioneer brand advantage is about as strong for them as for their LIS counterparts, though for somewhat different reasons. The survey's results were analyzed in two ways (through a multiattribute attitude model and a PLS causal model), with results that complement and corroborate one another. Data were standardized to deal with potential extreme response style bias.
The study investigates how Japanese distributors of U.S. manufactured consumer products perceive the exercise of power sources by both themselves and their U.S. suppliers in the across-culture distribution channel. The mediated and nonmediated bases of power found in domestic relationships were not replicated in Japanese distributors' perceptions. Results indicate a factor structure based on nurturing and authoritative bases of power. The Japanese also react to the exercise of power sources in a slightly different manner than Western channel participants.
BEHAVIORAL RELATIONS IN ACROSS-CULTURE DISTRIBUTION-SYSTEMS - INFLUENCE, CONTROL AND CONFLICT IN UNITED-STATES-JAPANESE MARKETING CHANNELS
JL JOHNSON, T SAKANO, N ONZO
JOURNAL OF INTERNATIONAL BUSINESS STUDIES
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639
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[Refereed]
Comprehensive study on the influence of sensory stimulation on in-store purchasing behavior
Project Year :
2015.04
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2019.03
A Study of Consumer Choice Behavior Considering Situational Factors and Choice Objective
Project Year :
2013.04
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2016.03
View Summary
We focus on the consumer choice behavior considering choice environment and purpose. As a result, we have found that psychological distance between consumer and subject can influence choice strategy and results. In addition, we have detected the "direction of comparison" effect. Finally, we have systematically organized these issues based on our findings
本年度は、当初の計画通り、前半では海外の研究協力者と概念モデルについて議論するとともに市場志向研究やデザイン研究に関する文献のレビューを進めた。また後半では、韓国とドイツの自動車企業へヒアリングを実施した。 研究協力者との共同研究に関しては、韓国延世大学校ビジネススクールのIm Subin准教授を2013年6月に招聘し、概念モデルや調査デザインについて議論した。 文献レビューに関しては、Journal of Product Innovation Management誌に掲載された論文の中で、特に今回の研究に直接的に関連するものをキーワードで検索し、メンバーで読み進め、主要メンバーを一堂に集めての研究会(7月29日と12月14日に開催した)で情報を共有した。また、流通経済研究所が発行する『流通情報』において、これらの論文の抄訳が掲載された。 ヒアリングに関しては、2013年8月に韓国現代自動車、2013年12月に京セラ株式会社、2014年1月に富士ゼロックス株式会社、2014年2月にドイツ、メルセデス
Construal Level Theory and the Determining Factors of Customer Satisfaction
Project Year :
2010.04
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2013.03
View Summary
Based on a hypothesis that consumers’ evaluation and choice behavior becomes more abstract when psychological distance (time, space, degree of intimacy etc.) is large, we investigated the determining factors of customer satisfaction across various purchase situations and obtained supportive results. Also, we have made some progress in measuring abstractness of consumers’ thinking
The measurement of marketing communication effectiveness in Japanes companies.
View Summary
According to our first plan, we started our joint research project on 1992. At first, we collected many articles about marketing communication. And we found that many managers have tended to assess marketing communication in terms of objective effects.Next, some very interesting concepts and frameworks were introduced. Within those, there are Rally Parcy's communication effect model and the theory of STAS (Short Terms Advertising Strength).We asked several advertising and communication managers in Japanese major companies about the measurement of communication effects. Taking their opinions or comments into consideration, our questionnaire was made. Based on the size of advertising expenditure, 550 Japanese companies were selected. We then got 123 usable samples.Our survey research mainly focused on sales promotion effects. However, some interesting results were found
American Marketing Association, 2019 AMA Summer Academic Conference
Presentation date:
2019.08
An Abstract Interacting and Learning through Cross-Functional Product Development Team: Driving New Product Creativity, Design Value, and Product Advantage
Subin Im, Charles H. Noble, Daisuke Ishida, Naoto Onzo
2019 Academy of Marketing Science Annual Conference
Presentation date:
2019.05
媒体に対する消費者意識とコミュニケーション評価ー郵送とEメールによるクーポンへの反応ー
石井裕明, 平木いくみ, 外川拓, 権純鎬, 中垣征也, 一色昭典, 鈴木睦夫, 恩藏直人
日本消費者行動研究学会第57回消費者行動研究コンファレンス
Presentation date:
2018.10
BGMがコミュニケーションに及ぼす効果ーオフィスにおける生産性を考慮した検討ー
平木いくみ, 権純鎬, 松本茂雄, 安田健一, 恩藏直人
日本消費者行動研究学会第57回消費者行動研究コンファレンス
Presentation date:
2018.10
紙媒体と電子媒体によるクーポン送付効果の違いー消費者の世代を考慮した検討ー
平木いくみ, 石井裕明, 外川拓, 権純鎬, 中垣征也, 一色昭典, 鈴木睦夫, 恩藏直人
日本マーケティング学会カンファレンス2018
Presentation date:
2018.10
How the Presence of a Spouse Affects Shopping Behavior?: Analysis of GPS Data in Shopping Malls