純粋想起を用いた意味的価値の企業ブランド好意への寄与度に関する評価法

抄録

In recent years, it has been pointed out that the management competitiveness is shifting from the functional value such as high performance and advanced technology to the emotional value such as experience and design. However, there are few cases that quantitatively evaluated it. Therefore, I validated a hypothesis that emotional value is more important than functional value as a factor that contributes to corporate brand favor based on pure recall data.