{"created":"2021-03-01T06:05:46.559783+00:00","id":1332,"links":{},"metadata":{"_buckets":{"deposit":"8f6acb3b-272f-4084-b90e-378f2840274b"},"_deposit":{"id":"1332","owners":[],"pid":{"revision_id":0,"type":"depid","value":"1332"},"status":"published"},"_oai":{"id":"oai:soar-ir.repo.nii.ac.jp:00001332","sets":["40:42:114:120"]},"author_link":["2048","2049","2050","2051","2052"],"item_10_biblio_info_6":{"attribute_name":"書誌情報","attribute_value_mlt":[{"bibliographicIssueDates":{"bibliographicIssueDate":"2007-12-31","bibliographicIssueDateType":"Issued"},"bibliographicPageEnd":"107","bibliographicPageStart":"69","bibliographicVolumeNumber":"3","bibliographic_titles":[{"bibliographic_title":"地域ブランド研究"}]}]},"item_10_description_20":{"attribute_name":"抄録","attribute_value_mlt":[{"subitem_description":"本研究の目的は、地域ブランドや企業ブランドにおける「ブランド価値」を評価するための方法論について検討することである。本研究では、特に「ブランドステレオタイプ」が「購買」に与える影響に注目して、ブランド価値の測定と評価を試みた。ブランドステレオタイプとは、あるブランドに対して抱くイメージの認知パターンである。本研究の評価対象には、長野県塩尻市の地域プロダクトを用いた。1次調査では、8つの地域プロダクトの認知度とブランド志向について測定をおこない、塩尻市への訪問経験別の分析によって5つの地域プロダクトを選出した。2次調査では、5つの地域プロダクトについて19の価値イメージと購買頻度を測定した。ブランドステレオタイプの構造を把握するため19の価値イメージにっいて因子分析をおこなったところ、5つの価値志向「超越的価値志向」「安定的娠値志向」「絶対的価値志向」「共通価値志向」「文化的価値志向」を見出した。さらに、これら5つの価値志向が購買頻度に与える影響について重回帰分析を行ったところ、5つの価値志向で購買頻度の30%を説明できることが示された。また、安定的価値志向と共通価値志向を中心としたブランドステレオタイプは地域プロダクトの購貿頻度の増加に繋がるが、絶対的価値志向は地域プロダクトによっては購買頻度の減少に繋がることが示された。本論文の結果より、ブランド価値の評価においては、ブランドステレオタイプや購買状況を独立に測定するだけでなく、それらの関係性を考慮することの重要性が示された。","subitem_description_type":"Abstract"},{"subitem_description":"The purpose of this study is to examine the methodology of the brand value evaluation. In particular, we paid attention to relationship between a brand stereotype and purchasing. A brand stereotype is cognitive pattern of image against brands. In this study, we used place products of shiojiri city as an evaluation objects. First  investigation, we measured cognitive degrees and brand loyalties about eight local products and picked five place products by analysis of the visit experience of shiojiri. Second investigation, we measured 19 value images and purchasing frequency about five place products. To confirm the structure of the brand stereotype we took a factor analysis about 19 value images. After factor analysis we found the five value intentions \"Value intention for Transcendence\", \"Value intention for Stability\", \"Value intention for Absoluteness\", \"Value intention for Commonness\", \"Value intention for Culture\". And a multiple regression analysis about five value intentions and purchasing frequency was shown that 30% of the purchasing frequency could explain by five value intentions. Moreover, the brand stereotype mainly on \"Value intention for Stability\" and \"Value intention for Commonness\" led to increase of the purchasing frequency of the place product, but \"Value intention for Absoluteness\" led to decrease.  As a result, In the evaluation of the brand value, it is important that we consider a relationship between stereotype and the purchasing situation.","subitem_description_type":"Abstract"}]},"item_10_description_30":{"attribute_name":"資源タイプ（コンテンツの種類）","attribute_value_mlt":[{"subitem_description":"Article","subitem_description_type":"Other"}]},"item_10_description_5":{"attribute_name":"引用","attribute_value_mlt":[{"subitem_description":"地域ブランド研究 3: 69-107(2007)","subitem_description_type":"Other"}]},"item_10_publisher_4":{"attribute_name":"出版者","attribute_value_mlt":[{"subitem_publisher":"地域ブランド研究会事務局"}]},"item_10_source_id_35":{"attribute_name":"ISSN","attribute_value_mlt":[{"subitem_source_identifier":"1881-2155","subitem_source_identifier_type":"PISSN"}]},"item_10_source_id_40":{"attribute_name":"書誌レコードID","attribute_value_mlt":[{"subitem_source_identifier":"AA12090334","subitem_source_identifier_type":"NCID"}]},"item_1627890569677":{"attribute_name":"出版タイプ","attribute_value_mlt":[{"subitem_version_resource":"http://purl.org/coar/version/c_970fb48d4fbd8a85","subitem_version_type":"VoR"}]},"item_creator":{"attribute_name":"著者","attribute_type":"creator","attribute_value_mlt":[{"creatorNames":[{"creatorName":"林,  靖人","creatorNameLang":"ja"}],"nameIdentifiers":[{}]},{"creatorNames":[{"creatorName":"北村,  大治","creatorNameLang":"ja"}],"nameIdentifiers":[{}]},{"creatorNames":[{"creatorName":"高砂,  進一郎","creatorNameLang":"ja"}],"nameIdentifiers":[{}]},{"creatorNames":[{"creatorName":"金田,  茂裕","creatorNameLang":"ja"}],"nameIdentifiers":[{}]},{"creatorNames":[{"creatorName":"中嶋,  聞多","creatorNameLang":"ja"}],"nameIdentifiers":[{}]}]},"item_files":{"attribute_name":"ファイル情報","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_date","date":[{"dateType":"Available","dateValue":"2015-09-18"}],"displaytype":"detail","filename":"Chiiki03-05.pdf","filesize":[{"value":"2.3 MB"}],"format":"application/pdf","licensetype":"license_note","mimetype":"application/pdf","url":{"label":"Chiiki03-05.pdf","url":"https://soar-ir.repo.nii.ac.jp/record/1332/files/Chiiki03-05.pdf"},"version_id":"e17fda01-1471-4336-88eb-e8adf80b7f78"}]},"item_keyword":{"attribute_name":"キーワード","attribute_value_mlt":[{"subitem_subject":"ブランド価値評価","subitem_subject_language":"ja","subitem_subject_scheme":"Other"},{"subitem_subject":"ブランドステレオタイプ","subitem_subject_language":"ja","subitem_subject_scheme":"Other"},{"subitem_subject":"地域プロダクト","subitem_subject_language":"ja","subitem_subject_scheme":"Other"},{"subitem_subject":"価値イメージ","subitem_subject_language":"ja","subitem_subject_scheme":"Other"},{"subitem_subject":"Brand Value Evaluation","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"Place Products","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"Value Images","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"Value Intentions","subitem_subject_language":"en","subitem_subject_scheme":"Other"}]},"item_language":{"attribute_name":"言語","attribute_value_mlt":[{"subitem_language":"jpn"}]},"item_resource_type":{"attribute_name":"資源タイプ","attribute_value_mlt":[{"resourcetype":"departmental bulletin paper","resourceuri":"http://purl.org/coar/resource_type/c_6501"}]},"item_title":"ブランド価値評価の方法論に対する検討―ブランドステレオタイプと購買の関係性―","item_titles":{"attribute_name":"タイトル","attribute_value_mlt":[{"subitem_title":"ブランド価値評価の方法論に対する検討―ブランドステレオタイプと購買の関係性―","subitem_title_language":"ja"},{"subitem_title":"Examination for the methodology of the brand value evaluation―Relationship between brand stereotype and purchasing situation―","subitem_title_language":"en"}]},"item_type_id":"10","owner":"1","path":["120"],"pubdate":{"attribute_name":"PubDate","attribute_value":"2009-02-24"},"publish_date":"2009-02-24","publish_status":"0","recid":"1332","relation_version_is_last":true,"title":["ブランド価値評価の方法論に対する検討―ブランドステレオタイプと購買の関係性―"],"weko_creator_id":"1","weko_shared_id":-1},"updated":"2023-03-10T02:58:14.237033+00:00"}