ブランド・カテゴライゼーションと製品関与

概要

論文の詳細を見る
The purpose of this study is to examine the relationship between the set sizes of brand categorization and the level of product involvement. Some hypotheses derived from Sherif's social judgement theory were tested for sixteen beers. Consumers with higher level of product involvement will be associated with larger size of the awareness, processed, reject, and trial set, and smaller size of the evoked set. The hypotheses for the awareness, processed, reject, and trial set were supported, but the hypothesis for the evoked set wasn't supported. And the effects of the level of product involvement on the categorization of each brand of sixteen beers were analyzed. The significant relationships were found in all brands of the processed and trial set. The results indicate that the level of product involvement is related to the categorization of each brand.
静岡県立大学の論文