消費者行動から見た先発ブランド優位性についての研究

• 角田 美知江

  北海学園大学大学院経営学研究科博士(後期)課程

書誌事項

タイトル別名

• A Study of the Pioneer Brand Advantage Based on Consumer Behavior
• ショウヒシャ コウドウ カラ ミタ センパツ ブランド ユウイセイ ニ ツイテ ノ ケンキュウ

抄録

In this paper, I examine the market entry from a point of view of consumer behavior and marketing communication strategies. Many past studies on the market entry has been discussed with the order of entry. But we cannot discuss it only with the order of entry. Carpenter and Nakamoto (1989) argue that pioneer brand advantages are preserved in the prototypicality of the product. That is, learning pioneer brands for consumers means learning the new product category. We have to explore the mechanism through which consumers get general knowledge of the product category, recognize differences among the competing brands, and make a final choice from them. Also we have to know how consumer behavior relates to pioneer advantages. Therefore, I examine the Specific health food market as a case of it.

収録刊行物

• 生活経済学研究

  生活経済学研究 34 (0), 27-35, 2011

  生活経済学会

キーワード

• 市場参入
• 先発ブランド優位性
• 典型性
• 消費者行動
• 特定保健用食品市場

詳細情報

• CRID: 1390001205768906752
• NII論文ID: 110008790802
• NII書誌ID: AN10495701
• DOI: 10.18961/seikatsukeizaigaku.34.0_27
• ISSN: 24241288
• ISSN: 13417347
• NDL書誌ID: 11275322
• Web Site: http://id.ndl.go.jp/bib/11275322
• Web Site: https://ndlsearch.ndl.go.jp/books/R000000004-I11275322
• 本文言語コード: ja
• データソース種別:
  • JaLC
  • NDL
  • CiNii Articles
• 抄録ライセンスフラグ: 使用不可