高級ブランドの崩壊に関する一考察

概要

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It seems that famous brands which have been established in 19-20 centuries by the“visible hand”(Chandler, 1977) begin to lose their influence on recent consumers because of the“vanishing hand”(Langlois, 2003). Based on this background, we carried out field research at the campus of Nagasaki University in July 2010, i.e. a pilot study of comparative sensory evaluation regarding foundation (cosmetics) toward female students (N=91). Analyzing some cross data of its results, along with a critical review of the negative thesis on luxurious brands by Thomas (2007), we illuminate and discuss the positive aspect of the brands losing their influence on consumers gradually.
2011-06-30