Advances in Consumer Studies
Online ISSN : 1883-9576
Print ISSN : 1346-9851
ISSN-L : 1346-9851
Volume 15, Issue 1_2
Displaying 1-5 of 5 articles from this issue
Article
  • building a model based on consistency and elaboration
    Koji Matsushita
    Article type: Article
    2009 Volume 15 Issue 1_2 Pages 1_2_1-1_2_18
    Published: March 31, 2009
    Released on J-STAGE: January 12, 2012
    JOURNAL FREE ACCESS
    The purpose of this research is to make a new model to explain the process of how sales promotion builds customer-based brand equity, certainty of brand attitude in particular. This model is based on two antecedents, consistency between sales promotion and brand schema and elaboration of sales promotion, which clarify the process of increasing certainty of brand attitude. Empirical evidence validates this model but not alternative explanations. We suggest some implications for branding and sales promotion decision-making.
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  • Positioning of food at izakaya
    Hideki Toyoda, Kazuya Ikehara, Norikazu Iwama, Saori Kubo, Yumi Suzuka ...
    Article type: Article
    2009 Volume 15 Issue 1_2 Pages 1_2_19-1_2_36
    Published: March 31, 2009
    Released on J-STAGE: January 12, 2012
    JOURNAL FREE ACCESS
    The purpose of this study is to propose an exploratory positioning analysis method for increasing the number of targets and scales efficiently utilizing multi-sample analysis in structural equation modeling. We applied this method to semantic differential data that collected to investigate images of foods at izakaya, or Japanese-style pubs. From real data examples, it is shown that we could increase the number of targets and scales without imposing a burden on subjects and that this method enable us to integrate multiple maps plotted by different groups into one new map and to examine targets and scales on it.
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  • Akinori Ono, Jungkun Park, Richard Widdows
    Article type: Article
    2009 Volume 15 Issue 1_2 Pages 1_2_37-1_2_56
    Published: March 31, 2009
    Released on J-STAGE: January 12, 2012
    JOURNAL FREE ACCESS
    The internet has increased consumers ’ easy access to product information as well as variance of information quality. Consumers need to choose information that is accurate and reliable. This study examines causal relationships among online information quality (relevance and clarity), information search value (social, utilitarian, and epistemic), prior customer satisfaction with their information search experience, and intention to search for information. Results show that information relevance is strongly related to the utilitarian value from information seeking, whereas information clarity is strongly related to epistemic value. Moreover, the utilitarian value is more likely to drive satisfaction with and intention toward online information search.
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Research note
  • Katsuo Kuji
    Article type: Research note
    2009 Volume 15 Issue 1_2 Pages 1_2_57-1_2_76
    Published: March 31, 2009
    Released on J-STAGE: January 12, 2012
    JOURNAL FREE ACCESS
    In this article, the author investigates two points of view. The first one is that “ REM (Revised Emotions Measurement) ” is able to improve discrimination in emotions compared with SAM (Self-assessment Manikin) by Lang (1980). And the other is to test applicability of REM to marketing analysis. The result shows that REM can measure emotions more adequately than SAM, and can distinguish deferent emotional responses to deferent expression of commercial advertisements. It implies that REM has applicability to marketing analysis.
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