第III報告 地域ブランドにおける消費者行動と今後の課題:―京野菜のブランド化戦略のケースから―
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概要
- 論文の詳細を見る
This study deals with consumer behavior with regard to a Local Brand. There are three roles in creating a brand: (1) the brand effect makes its product distinct from others; (2) it has an identification effect; and (3) it offers a new choice to consumers. This study pays attention to the third. The reason is, the suggestion of a new choice gives consumers a chance to choose a new lifestyle. In the present case, I take up the Kyoyasai, 'Kyoto vegetables' brand. The kyouyasai is a brand which local people know well. In addition to local people, The kyoyasai brand attracts the consumers in other areas. There are many restaurants and consumers who order the vegetables from Kyoto expressly. It is a very popular brand. Consumer experience can take a variety ofimpressions, ranging from mild to strong emotions to the kyoyasai brand. To be successful at the local brand marketing, the brand should not be traditional local marketing needs to understand attaching affect to the brand.
- 地域農林経済学会の論文