How$Will$Be$Self,Brand$Connec3on$to$High,Priced$ Brands ...chibat/semi/2016/160829c.pdf · How$Will$Be$Self,Brand$Connec3on$to$High,Priced$ Brands$Changed$by$Brand$Collaboraons? Kansai$University$

How Will Be Self-‐Brand Connec3on to High-‐Priced Brands Changed by Brand Collabora3ons?

Kansai University 　 Chiba Seminar Group C

Makoto Okazaki Hikaru Nozaki Hitomi Fukui

Introduc3on

Case 2

Case 3

Case 1 Conclusion

Company A Company B

Knowledge, Technology

Brand strength, High recogni3on

Acquisi0on of new clients

Brand strength　enhancement

Acquisi0on of new

technique

Differen0a0on from other companies

What’s the “collabora0on”? ・The ac3on of working with someone to produce something. ・Something produced in collabora3on with someone.

Introduc3on

Case 2

Case 3

Case 1 Conclusion

SBC = Self-‐Brand Connec0on

Introduc3on

Case 2

Case 3

Case 1 Conclusion

I want bigger black bag….

i I want a new lips3ck…

I got my salary… I want new shoes….

Tomorrow is a special day. I need gorgeous accessories….

Example : People Who Have a High SBC to CHANEL

Introduc3on

Case 2

Case 3

Case 1 Conclusion

i

Example : People who have a high SBC to CHANEL

Introduc3on

Case 2

Case 3

Case 1 Conclusion

The View From CHANEL　(high-‐priced brand)

× =

・Improving brand value ・Differen3a3on from other companies ・Newsworthy

・Improving awareness ・Acquisi3on of new clients ・Newsworthy

《Advantage for UNIQLO》《Advantage for CHANEL》

Easy to get!

The Nega0ve Aspect of Collabora0on Introduc3on

Case 2

Case 3

Case 1

Conclusion

It had meaning　 when it was

expensive. But now…

My superiority complex has disappeared..

It is disgus0ng that many people have my favorite brand…

I feel brand　　　value became

weak…

Introduc3on

Case 2

Case 3

Case 1 Conclusion

Result of ANOVA

361

190.727

0

50

100

150

200

250

300

350

400

BEFORE COLLABORATION AFTER COLLABORATION

SELF-‐BRA

ND CONNEC

TION

TO HIGH-‐PR

ICED

BRA

ND

p < 0.01 n = 22 F = 32.316

Simple effect of collabora0on with non moderator

Introduc3on

Case 2

Case 3

Case 1 Conclusion

Limited quan3ty

Case 1 Case 2

Case 3

3 Moderators ｆor Maintaining Customer’s SBC

Collabora3on with

high-‐priced brand

Establishing new brand

First moderator Second moderator Third moderator

Introduc3on

Case 2

Case 3

Case 1 Conclusion

Limited quan3ty


Collabora3on with


Case 2

Case 3

First Moderator

Case 1

Does limited quan3ty moderate nega3ve effect of collabora3on ?

Introduc3on

Case 2

Case 3

Case 1 Conclusion

Case 1　Result of ANOVA

361

190.727

287.118 277.941

0

50

100

150

200

250

300

350

400


SELF-‐BRA

ND CONNEC

TION

TO HIGH-‐PR

ICED

BRA

ND Non-‐Limited

Quan3ty

Limited Quan3ty

p < 0.01

n = 22

F = 9.258

n = 17

Non moderator

Discussion for case 1 Introduc3on

Case 2

Case 3

Case 1

Conclusion

Limited quan3ty

With “Limited quan3ty,” it has high scarcity. Only just a few people can get the product. Limited quan3ty moderates nega3ve effect of collabora3on.

SBC goes down

SBC is maintained

Second Moderator

Collabora3on with


Case 1 Case 2 Case 3

Limited quan3ty CC Establishing new brand

Introduc3on

Case 2

Case 3

Case 1 Conclusion

Does Collabora3on with high-‐priced brand moderate the nega3ve effect of collabora3on ?

Case 2　Result of ANOVA

Introduc3on

Case 2

Case 3

Case 1 Conclusion

361

190.727

258.699 269.286

0

50

100

150

200

250

300

350

400


SEL-‐BR

AND CONNEC

TION

TO HIGH-‐PR

ICED

BRA

ND

With Low Priced Brand

With High Priced Brand

p < 0.01

n = 21

n = 22

F = 15.567

Brand image will stay high in collabora3on if the product is marketed as a high-‐priced brand. Also, the brand can maintain its brand value. Collabora3on with a high-‐priced brand moderates nega3ve effect.

Introduc3on

Case 2

Case 3

Case 1 Conclusion

Collabora3on with

high-‐priced brand Non moderator

Discussion for Case 2

SBC goes down

SBC is maintained

Case 1 Case 2 Case 3

Limited quan3ty CC Establishing new brand

Introduc3on

Case 2

Case 3

Case 1 Conclusion

Third Moderator

Collabora3on with


Does Establishing new brand moderate the nega3ve effect of collabora3on?

Case 3　Result of ANOVA Introduc3on

Case 2

Case 3

Case 1

Conclusion

361

190.727

250.765

309.529

0

50

100

150

200

250

300

350

400


SELF-‐BRA

ND CONNEC

TION

TO HIGH-‐PR

ICED

BRA

ND

With Original Brand

From New Brand

p < 0.01

n = 22

n = 21

F = 23.681

Introduc3on

Case 2

Case 3

Case 1 Conclusion

Customers will dis3nguish their favorite brand from the new brand. So they won’t　dislike the new collabora3on. Establishing a new brand moderates the nega3ve effect of collabora3on.


Non moderator

Discussion for Case 3

SBC goes down

SBC goes up

Introduc3on

Case 2

Case 3

Case 1 Conclusion

Limited quan0ty Collabora0on with high priced brand


Conclusion

＞＞•  Maintaining a rela3onship between customers and brand image

•  Acquiring new clients •  Brand image isn’t hurt

•  Keeping original customers

•  Maintaining a rela3onship between customers and brand

•  Crea3ng word of mouth

•  Modera3ng customer’s nega3ve feelings

•  Newsworthy

•  Maintaining a rela3onship between customers and brand

•  Maintaining high scarcity

•  Superiority complex is maintained.

How$Will$Be$Self,Brand$Connec3on$to$High,Priced$ Brands ...chibat/semi/2016/160829c.pdf · How$Will$Be$Self,Brand$Connec3on$to$High,Priced$ Brands$Changed$by$Brand$Collaboraons? Kansai$University$

Documents