Study about “Leading-edge” as the New Benchmark Taste to Elevate Brand Value

Abstract

While consumer's sense of values was changing a lot in recent years, we verified whether the new benchmark taste as “leading-edge” contribute to a brand value improvement. It was investigated about 4 categories of a car, home electric appliances, daily necessaries and a beverage, and principal component analysis was performed. The result with the effective both of functional and semantic customer value could get 4 categories in brand loyalty as a result of the principal component analysis. Especially, it was verified that contribution is also large in a functional customer value as well as a semantic customer value for a taste element of “leading-edge” in a car and home electric appliances categories which are high choice preference. We pointed out that there is a possibility which becomes the important image which guarantee of products quality in a functional customer value for corresponding to today's technology and being a “leading-edge”.