{"created":"2023-05-18T10:24:30.923821+00:00","id":109,"links":{},"metadata":{"_buckets":{"deposit":"4c67fb2e-699e-4c6f-a26f-16ef736b2a1e"},"_deposit":{"created_by":7,"id":"109","owners":[7],"pid":{"revision_id":0,"type":"depid","value":"109"},"status":"published"},"_oai":{"id":"oai:togaku.repo.nii.ac.jp:00000109","sets":["1:6:47"]},"author_link":["173","174"],"control_number":"109","item_10002_biblio_info_7":{"attribute_name":"書誌情報","attribute_value_mlt":[{"bibliographicIssueDates":{"bibliographicIssueDate":"2017-03-30","bibliographicIssueDateType":"Issued"},"bibliographicIssueNumber":"2","bibliographicPageEnd":"50","bibliographicPageStart":"21","bibliographicVolumeNumber":"4","bibliographic_titles":[{"bibliographic_title":"現代経営経済研究"},{"bibliographic_title":"Toyo Gakuen University business and economic review"}]}]},"item_10002_description_5":{"attribute_name":"抄録","attribute_value_mlt":[{"subitem_description":"本研究はブランド価値の飛躍には，従来からブランド研究で指摘されてきた，消費者と企業の二者間のインタラクションによる戦略的管理に加え，その背後にある社会文化的文脈によるブランドの意味形成を戦略的に取り込むことが有効であることを主張するものである．\n　近年マーケティング研究において，我々の購買行動は，合理的な経済人モデルを前提とせず，消費には環境規範や文化的に埋め込まれた経験の影響を多分に受けていることが理解されている．しかしながら，これまでブランド研究の中心的な議論は，企業と顧客の直接的な相互作用に焦点をあてた，企業のマネジリアルなテーマを中心に研究が進んできた傾向があり，CCT（消費文化論）として社会文化的アプローチを取るブランド研究の事例数の蓄積は始まったばかりである．その背景には社会文化的アプローチは，消費を「文化」として，消費者を「集団」として捉える前提があり，戦略として研究対象を捉えるとき，用具的観点から操作可能性が低いと認識されてきたことが要因の一つとも考えられる．一方でCCT に依拠するブランド研究を展開するD. Holt のカルチャラルブランディングのフレームワークは，用具性の課題を克服し，消費文化と企業，集合としての消費者の3 者の関係性をとらえ，社会的規範に規定される消費者を前提にブランド構築の具体的戦略の方法論へと発展させている．\n　そこで本研究は，日本において身近なユニクロを取り上げ，約30年かけてグローバルブランドへと変貌をとげた価値の推移を時系列で追い，その跳躍の構図を，カルチャラルブランディングのフレームワークを用いその構造の分析を試行した．そのことからブランドの背後にある文脈の戦略的取り込みの有効性について考察している．さらに同枠組みがHoltの前提とする“イコンブランド” に限らず，状況に応じて援用できる可能性を示唆している．\n  This research is set to claim that for a brand’s value to make big strides, a strategic brand management through bilateral interactions between consumers and companies, as pointed out in conventional brand studies, should be effectively accompanied by the strategic incorporation of the brand’s sense-making using the socioeconomic context behind such interactions. Through recent marketing studies, it has been understood that our purchase behaviors do not assume the rational economist model, but rather, our consumption is largely affected by the environmental best practices and experiences embedded in our cultures. Nonetheless, the central discussion of the brand studies has been the direct interaction between companies and their customers, and on managerial themes from the company’s point of view. Furthermore, while the importance of understanding the background of consumption culture has been pointed out, there have been few marketing case studies that take an interpretivist approach. In such circumstances, this research picks up UNIQLO, a familiar and accessible brand in Japan, as an example, tracking its value transition over time until it becomes a global brand after roughly 30 years of existence, and analyzes the composition of its stride by using the cultural branding framework of D. Holt, which relies on the consumer culture theory (CCT). After reviewing the challenges and workable structures of the cultural branding strategy, some conditions to let the framework function effectively are considered.","subitem_description_type":"Abstract"}]},"item_10002_publisher_8":{"attribute_name":"出版者","attribute_value_mlt":[{"subitem_publisher":"東洋学園大学現代経営学部","subitem_publisher_language":"ja"}]},"item_10002_relation_12":{"attribute_name":"論文ID（NAID）","attribute_value_mlt":[{"subitem_relation_type":"isIdenticalTo","subitem_relation_type_id":{"subitem_relation_type_id_text":"40021176240","subitem_relation_type_select":"NAID"}}]},"item_10002_source_id_11":{"attribute_name":"書誌レコードID","attribute_value_mlt":[{"subitem_source_identifier":"AA11928733","subitem_source_identifier_type":"NCID"}]},"item_10002_source_id_9":{"attribute_name":"ISSN","attribute_value_mlt":[{"subitem_source_identifier":"1349-2004","subitem_source_identifier_type":"ISSN"}]},"item_10002_version_type_20":{"attribute_name":"著者版フラグ","attribute_value_mlt":[{"subitem_version_type":"VoR"}]},"item_access_right":{"attribute_name":"アクセス権","attribute_value_mlt":[{"subitem_access_right":"metadata only access"}]},"item_creator":{"attribute_name":"著者","attribute_type":"creator","attribute_value_mlt":[{"creatorNames":[{"creatorName":"本庄, 加代子","creatorNameLang":"ja"},{"creatorName":"ホンジョウ, カヨコ","creatorNameLang":"ja-Kana"}],"nameIdentifiers":[{},{}]},{"creatorNames":[{"creatorName":"Honjo, Kayoko","creatorNameLang":"en"}],"nameIdentifiers":[{}]}]},"item_language":{"attribute_name":"言語","attribute_value_mlt":[{"subitem_language":"jpn"}]},"item_title":"ブランド価値の跳躍に関する一考察 : カルチュラルブランディングの視点から","item_titles":{"attribute_name":"タイトル","attribute_value_mlt":[{"subitem_title":"ブランド価値の跳躍に関する一考察 : カルチュラルブランディングの視点から","subitem_title_language":"ja"},{"subitem_title":"A Study on the Breakthrough of the Brand Value : From the Perspective of Cultural Branding","subitem_title_language":"en"}]},"item_type_id":"10002","owner":"7","path":["47"],"pubdate":{"attribute_name":"PubDate","attribute_value":"2018-05-16"},"publish_date":"2018-05-16","publish_status":"0","recid":"109","relation_version_is_last":true,"title":["ブランド価値の跳躍に関する一考察 : カルチュラルブランディングの視点から"],"weko_creator_id":"7","weko_shared_id":-1},"updated":"2023-06-22T09:10:06.189906+00:00"}