| Presentation | 2006-05-15 A Study of the Enterprises and Customers' Communication on Branding Message : Focused on the Cognition and Evaluation of an Advertisement of Package Courier Market Hiroko OE, |
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| PDF Download Page |  PDF download Page Link |
| Abstract(in Japanese) | (See Japanese page) |
| Abstract(in English) | In the marketing theory, these days the concept "Brand Relationship Management(BRM)" is being paid attention to, and there also interactive communication is one of the main topics. Many Scholars are analysing this based on various cases, but actual verification of communication impact on the brand building is still on the agenda. The main purpose of this report is 1) to survey the difference and position of two competing brands of the package courier services from consumers' cognition level, 2) to analyse factors deciding to purchase them, and 3) to valuate the effect of advertisement of one of those services. In conclusion, discussion points of BRM and the future study plan is presented. The data set to be analysed here was gathered from the questionnaire about the package courier service market conducted last December. |
| Keyword(in Japanese) | (See Japanese page) |
| Keyword(in English) | Brand relationship management / Relational marketing / Communication / Interaction / Jaccard proximity |
| Paper # | KBSE2006-7 |
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| Conference Information | |
| Committee | KBSE |
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| Conference Date | 2006/5/8(1days) |
| Place (in Japanese) | (See Japanese page) |
| Place (in English) | |
| Topics (in Japanese) | (See Japanese page) |
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| Paper Information | |
| Registration To | Knowledge-Based Software Engineering (KBSE) |
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| Language | JPN |
| Title (in Japanese) | (See Japanese page) |
| Sub Title (in Japanese) | (See Japanese page) |
| Title (in English) | A Study of the Enterprises and Customers' Communication on Branding Message : Focused on the Cognition and Evaluation of an Advertisement of Package Courier Market |
| Sub Title (in English) | |
| Keyword(1) | Brand relationship management |
| Keyword(2) | Relational marketing |
| Keyword(3) | Communication |
| Keyword(4) | Interaction |
| Keyword(5) | Jaccard proximity |
| 1st Author's Name | Hiroko OE |
| 1st Author's Affiliation | Institute of Postal Services, Japan Post() |
| Date | 2006-05-15 |
| Paper # | KBSE2006-7 |
| Volume (vol) | vol.106 |
| Number (no) | 36 |
| Page | pp.pp.- |
| #Pages | 6 |
| Date of Issue | |