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A conceptual model linking brand building strategies and Japanese popular culture

机译：将品牌建立策略与日本流行文化联系起来的概念模型

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Purpose - To investigate the degree to which products, images, and activities associated with a popular culture supports and sustains brands associated with that culture, with particular reference to global Japanese brands. Design/methodology/approach - A questionnaire-based survey of 638 respondents in and around San Francisco. Only a third were American, the remainder originating from several countries in Europe, South America and Asia. Roughly four fifths were under 35 years of age, and the gender balance reflected the general population. Questions gathered data relevant to four specific research propositions, which were interpreted by regression analysis. Findings - Results provided good support for two research propositions, that that a wider range of experience of the manifestations of Japanese popular culture would enhance the tendency to prefer related brands, and that a favourable view of the national culture would increase the likelihood of a positive orientation to brands associated with it. They were equivocal with respect to the other two, that positive views of the culture would transfer to brands associated with it, and that age would influence receptiveness to cultural influences. Research limitations/implications - An exploratory study, in a single location, of the association between one national culture and its exported brands. The underpinning model suggests directions for future research into an important phenomenon. Practical implications - Relating brands closely to national cultures promises synergy in marketing strategy, provided plans are informed by appropriate marketing intelligence. Originality/value - Offers potentially valuable insights into branding, country-of-origin effects, and the influence of an overt national culture on acceptance of its internationally marketed brands.
机译：目的-调查与流行文化相关的产品，图像和活动在多大程度上支持和维持与该文化相关的品牌，尤其是参考全球日本品牌。设计/方法/方法-基于问卷的调查，对旧金山及其周围的638位受访者进行了调查。只有三分之一是美国人，其余来自欧洲，南美和亚洲的几个国家。大约五分之四的年龄在35岁以下，性别平衡反映了总人口。问题收集了与四个特定研究命题相关的数据，这些数据通过回归分析进行了解释。研究结果-结果为两个研究命题提供了良好的支持，即广泛了解日本流行文化的表现将增强人们偏爱相关品牌的趋势，对民族文化的好感将增加产生积极影响的可能性。与之相关的品牌定位。他们对另外两个人持模棱两可的态度，即对文化的积极看法将转移到与之相关的品牌，并且年龄将影响对文化影响的接受度。研究局限性/含意-对单一民族文化与其出口品牌之间的关联进行的单一位置的探索性研究。基本模型为将来对重要现象的研究提供了方向。实际意义-如果通过适当的营销情报来制定计划，则将品牌与民族文化紧密联系起来可以保证营销策略的协同作用。原创性/价值-提供有关品牌塑造，原产国效应以及公开的民族文化对接受国际市场品牌的影响的潜在有价值的见解。

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