グループ間におけるブランド意味解釈の構造的考察

概要

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A brand possesses multiple meanings. The nature of interpretation that is given to a brand depends on the perspective from which such a brand is viewed. Consequently, instead of providing a clear content meaning of individual brands, it is important to assess the relationship a brand possesses with respect to a number of related brands through a structural interpretation of brand meaning. In this respect, the following form the objectives of this thesis. 1) By using a framework that considers the structural interpretation of brand meaning (Akaoka, 1995), conduct an examination into whether there exist differences in the structural meaning of brands or not as given by groups. 2) From strategic perspective, identify the important factors that affect the structural meaning of a brand.
武庫川女子大学の論文