{"created":"2023-06-27T07:08:24.078458+00:00","id":323,"links":{},"metadata":{"_buckets":{"deposit":"a2fc5f18-9eff-4389-9c16-1e2749a69111"},"_deposit":{"created_by":7,"id":"323","owners":[7],"pid":{"revision_id":0,"type":"depid","value":"323"},"status":"published"},"_oai":{"id":"oai:nagano.repo.nii.ac.jp:00000323","sets":["31:66"]},"author_link":["0"],"item_3_alternative_title_1":{"attribute_name":"その他（別言語等）のタイトル","attribute_value_mlt":[{"subitem_alternative_title":"Theories and Realities of Brand Building : A Case Study of Häagen-Dazs"}]},"item_3_biblio_info_7":{"attribute_name":"書誌情報","attribute_value_mlt":[{"bibliographicIssueDates":{"bibliographicIssueDate":"2004-03-31","bibliographicIssueDateType":"Issued"},"bibliographicIssueNumber":"4","bibliographicPageEnd":"111","bibliographicPageStart":"93","bibliographicVolumeNumber":"25","bibliographic_titles":[{"bibliographic_title":"長野大学紀要"},{"bibliographic_title":"BULLETIN　OF　NAGANO　UNIVERSITY","bibliographic_titleLang":"en"}]}]},"item_3_description_19":{"attribute_name":"フォーマット","attribute_value_mlt":[{"subitem_description":"application/pdf","subitem_description_type":"Other"}]},"item_3_description_5":{"attribute_name":"抄録","attribute_value_mlt":[{"subitem_description":"本稿は、ブランドに関する定義や理論を整理し、その具体的な事例としてハーゲンダッツのブランド構築についてまとめたものである。前半では、ブランド識別の主体を、売り手(企業)、買い手(消費者)、第三者(法的機関)に区分し、ブランド機能を①識別機能、②品質保証機能、③意味づけ機能に分けて整理した。さらに、ブランドカを「知名度」→「信頼度」→「魅力度」というランクで示したモデルも提示した。情報化社会の進展にともなって「企業」が示す「識別機能」や「品質保証機能」に加えて、「消費者」のいだく「意味づけ」が重要になりつつある。そのため単に「知名度」や「信頼度」を上げることより「魅力度」を向上させる必要性が高まっている。また、個別の製品ブランド管理よりも企業全体のイメージを向上させる全社的戦略が求められており、そのためのヒントも提供した。後半は、日本におけるハーゲンダッツの成功事例を通じてブランド構築の過程を具体的に検証した。","subitem_description_type":"Abstract"}]},"item_3_publisher_8":{"attribute_name":"出版者","attribute_value_mlt":[{"subitem_publisher":"長野大学"}]},"item_3_source_id_11":{"attribute_name":"書誌レコードID","attribute_value_mlt":[{"subitem_source_identifier":"AN00179217","subitem_source_identifier_type":"NCID"}]},"item_3_source_id_9":{"attribute_name":"ISSN","attribute_value_mlt":[{"subitem_source_identifier":"0287-5438","subitem_source_identifier_type":"ISSN"}]},"item_3_version_type_20":{"attribute_name":"著者版フラグ","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":"井原, 久光"}],"nameIdentifiers":[{"nameIdentifier":"0","nameIdentifierScheme":"WEKO"}]}]},"item_files":{"attribute_name":"ファイル情報","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_date","date":[{"dateType":"Available","dateValue":"2012-03-10"}],"displaytype":"detail","filename":"nagano_25-04-04.pdf","filesize":[{"value":"1.3 MB"}],"format":"application/pdf","licensetype":"license_11","mimetype":"application/pdf","url":{"url":"https://nagano.repo.nii.ac.jp/record/323/files/nagano_25-04-04.pdf"},"version_id":"f99045ad-ac31-46e5-b3ca-8651b09c9126"}]},"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":"ブランド構築の理論と実際 : ハーゲンダッツのケース","item_titles":{"attribute_name":"タイトル","attribute_value_mlt":[{"subitem_title":"ブランド構築の理論と実際 : ハーゲンダッツのケース"}]},"item_type_id":"3","owner":"7","path":["66"],"pubdate":{"attribute_name":"公開日","attribute_value":"2012-03-10"},"publish_date":"2012-03-10","publish_status":"0","recid":"323","relation_version_is_last":true,"title":["ブランド構築の理論と実際 : ハーゲンダッツのケース"],"weko_creator_id":"7","weko_shared_id":-1},"updated":"2023-06-27T07:45:07.623363+00:00"}