{"created":"2023-05-15T14:24:51.609410+00:00","id":520,"links":{},"metadata":{"_buckets":{"deposit":"b948860b-5c75-4d42-912d-8ccaa814cdf1"},"_deposit":{"created_by":2,"id":"520","owners":[2],"pid":{"revision_id":0,"type":"depid","value":"520"},"status":"published"},"_oai":{"id":"oai:iuk-repo.repo.nii.ac.jp:00000520","sets":["21:24:34","9:10"]},"author_link":["67"],"item_10_biblio_info_6":{"attribute_name":"書誌情報","attribute_value_mlt":[{"bibliographicIssueDates":{"bibliographicIssueDate":"2012-06-30","bibliographicIssueDateType":"Issued"},"bibliographicIssueNumber":"1","bibliographicPageEnd":"15","bibliographicPageStart":"1","bibliographicVolumeNumber":"31","bibliographic_titles":[{"bibliographic_title":"福祉社会学部論集"}]}]},"item_10_creator_2":{"attribute_name":"著者(ヨミ)","attribute_type":"creator","attribute_value_mlt":[{"creatorNames":[{"creatorName":"ヨシダ, ハルオ"}],"nameIdentifiers":[{"nameIdentifier":"67","nameIdentifierScheme":"WEKO"}]}]},"item_10_description_14":{"attribute_name":"フォーマット","attribute_value_mlt":[{"subitem_description":"application/pdf","subitem_description_type":"Other"}]},"item_10_description_4":{"attribute_name":"抄録","attribute_value_mlt":[{"subitem_description":"ブランドと製品は混同されがちだった。しかし、ブランド・エクイテイという概念によって、マーケティングにおけるブランドの役割が明確になった。アーカーの『ブランド･エクイテイ戦略』（1991)とケラーの『戦略的ブランド･マネジメント』（1998）という2冊の研究書の貢献が大きかった。さらにアーカーは1996年に刊行した『ブランド優位の戦略』の第２章「サターン・ストーリー」において、ブランド・エクイティがその出発時点でいかに構築されていくかについて研究を進めた。ＧＭ本体と異なる会社としてサターン社はつくられ、日本車に対抗できるような性能のよい小型車製造を目指した。サターン車におけるブランド・エクイテイ構築の成功は、機能的便益よりも情緒的便益や自己表現的便益に注目したことが大きかった。車そのものよりも工場で働く従業員の誇りにスポットが当てられた。しかし、結局、2009年のＧＭ破綻によって、２０１０年サターン・ブランドは消滅した。こうした経緯は、私たちが観光マーケティングを考える上で、最初に意思決定すべきことは何かを示している。","subitem_description_type":"Abstract"},{"subitem_description":"It was difficult to distinguish brand from product. But the concept of brand equity made clear the role of brand in the field of marketing. David A. Aaker studied how they can build brand equity at the beginning. Saturn was established as the separated company from GM to produce a new compact car. A success of Saturn in building brand equity was caused by the pride of the employees. Saturn didn't adopt a method of comparative advertising. The TV commercial of Saturn described employee's eagerness to produce a car. The most important message was \"SATURN. A Different Kind of Company,  A Different Kind of Car. \"Finally in 2010, Saturn brand disappeared under the influence of falling down of GM. When we think about tourism marketing, this process shows us what to decide at first.","subitem_description_type":"Abstract"}]},"item_10_description_43":{"attribute_name":"資源タイプ","attribute_value_mlt":[{"subitem_description":"論文(Article)","subitem_description_type":"Other"}]},"item_10_publisher_33":{"attribute_name":"出版者","attribute_value_mlt":[{"subitem_publisher":"鹿児島国際大学福祉社会学部"}]},"item_10_source_id_7":{"attribute_name":"ISSN","attribute_value_mlt":[{"subitem_source_identifier":"13466321","subitem_source_identifier_type":"ISSN"}]},"item_10_source_id_9":{"attribute_name":"書誌レコードID","attribute_value_mlt":[{"subitem_source_identifier":"AA11572329","subitem_source_identifier_type":"NCID"}]},"item_10_text_15":{"attribute_name":"形態","attribute_value_mlt":[{"subitem_text_value":"1003690 bytes"}]},"item_10_text_44":{"attribute_name":"資源タイプ・ローカル","attribute_value_mlt":[{"subitem_text_value":"紀要論文"}]},"item_10_text_45":{"attribute_name":"資源タイプ・NII","attribute_value_mlt":[{"subitem_text_value":"Departmental Bulletin Paper"}]},"item_10_text_46":{"attribute_name":"資源タイプ・DCMI","attribute_value_mlt":[{"subitem_text_value":"text"}]},"item_10_text_47":{"attribute_name":"資源タイプ・ローカル表示コード","attribute_value_mlt":[{"subitem_text_value":"02"}]},"item_10_version_type_16":{"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":"吉田, 春生"},{"creatorName":"Yoshida, Haruo","creatorNameLang":"en"}],"nameIdentifiers":[{"nameIdentifier":"67","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":"2018-10-17"}],"displaytype":"detail","filename":"13466321_v31_1_Yoshida.pdf","filesize":[{"value":"1.0 MB"}],"format":"application/pdf","licensetype":"license_note","mimetype":"application/pdf","url":{"label":"13466321_v31_1_Yoshida.pdf","url":"https://iuk-repo.repo.nii.ac.jp/record/520/files/13466321_v31_1_Yoshida.pdf"},"version_id":"e3193c8e-8c61-4bed-9f69-461335cb321c"}]},"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":"いかにブランド・エクイティを構築するか : 観光マーケティングのための｢サターン･ストーリー｣研究","item_titles":{"attribute_name":"タイトル","attribute_value_mlt":[{"subitem_title":"いかにブランド・エクイティを構築するか : 観光マーケティングのための｢サターン･ストーリー｣研究"},{"subitem_title":"Building brand equity : studying \"The Saturn Story\" for tourism marketing","subitem_title_language":"en"}]},"item_type_id":"10","owner":"2","path":["10","34"],"pubdate":{"attribute_name":"公開日","attribute_value":"2013-03-22"},"publish_date":"2013-03-22","publish_status":"0","recid":"520","relation_version_is_last":true,"title":["いかにブランド・エクイティを構築するか : 観光マーケティングのための｢サターン･ストーリー｣研究"],"weko_creator_id":"2","weko_shared_id":2},"updated":"2023-05-15T14:59:19.522072+00:00"}