This paper describes the affective/Kansei/fetish value strategy as follows:
1. Relation between affective/Kansei value and fetish value of Karl Marx
2. Reasons why regular brands do not apply affective/Kansei value
3. Reasons why Japanese brands do not use fetish value and affective/Kansei value in marketing
4. Pursuing through the luxury strategy
5. Importance of the luxury strategy
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