EMMARU Tetsuma

写真a

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Title

Associate Professor

Laboratory location

Sugimoto Campus

Current Career 【 display / non-display

  • Osaka City University   Graduate School of Business   Global Business Course   Associate Professor  

Graduate School 【 display / non-display

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    Aoyama Gakuin University  Graduate School, Division of Administration 

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    Kwansei Gakuin University  Graduate School, Division of Commerce 

 

Published Papers 【 display / non-display

  • Branding in the Digital Era::Collaborative Creation of Brand Value

    Nishihara Akihiro, Emmaru Tetsuma, Suzuki Kazuhiro

    Japan Marketing Academy, Japan Marketing Journal  39 ( 3 ) 21 - 31 2020  [Refereed]

     View Summary

    <p>We consider branding in the digital era, which will be further developed, based on existing brand studies. This study proposes "Collaborative creation of brand value," which incorporates Brand Incubation Third-party (BIT), the third entity that contributes to branding, but whose importance is often overlooked. Furthermore, we suggest that brand engagement, which is a concept that shows social relationships beyond economic relationships, is important in the "collaborative creation of brand value" among the three entities.</p>

    DOI CiNii

  • Understanding the Consumers' Psychology and Behavior : Aiming at the Application to Marketing(6)The Relationship Between Consumers and the Community Awareness : Focusing on the Reference Group

    The Japan Research Association for Textile End-Uses, JOURNAL of the JAPAN RESEARCH ASSOCIATION for TEXTILE END-USES  59 ( 10 ) 766 - 770 2018  [Refereed]

    DOI CiNii

  • A Study on private brand with a focus on groceries in japan

    Osaki Koji, Akamatsu Naoki, Nishihara Akihiro, Emmaru Tetsuma, Nakami Shinya, Fukuda Reo

    THE JAPAN SOCIETY FOR MANAGEMENT INFORMATION (JASMIN), Abstracts of Annual Conference of Japan Society for Management Information  2015 ( 0 ) 347 - 350 2015  [Refereed]

     View Summary

    Recently, Studies of Private brand is actively in japan. Especially in groceries, Described obligations of the manufacturer have been established against the background of the case of Agri Foods. It was defined the way of Japan unique private brand.<br> Therefore, we consider whether has developed how private brand in groceries of Japan.

    DOI CiNii

  • Relations Between the Clothing Consciousness and the Norms of Clothing of Student:― Consideration on the Behavior of Reference Group ―

    EMMARU Tetsuma

    The Japan Research Association for Textile End-Uses, JOURNAL of the JAPAN RESEARCH ASSOCIATION for TEXTILE END-USES  55 ( 12 ) 949 - 955 2014  [Refereed]

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    <p>In late years, with the diversification and the individualization of the fashion, youth tends not to read fashion magazines. This tendency is one of the most serious problems in the fashion business which made the magazine medium a main marketing communication tool. One of these causes is the transformation of the norm of clothing.</p><p>However, for this transformation, it is hardly discussed in the existing consumer behavior study.In addition, there are few studies to explore what kind of fashion consciousness a recent youth have,and what kind of factor it are prescribed in, based on the consumer behavior process.</p><p>Therefore, this study explores the relationship of students between the clothing consciousness and the norm of clothing.</p>

    DOI CiNii

  • Searching for the CSR Indexes from Consumer's Standpoint

    EMMARU Tetsuma

    The Japan Research Association for Textile End-Uses, JOURNAL of the JAPAN RESEARCH ASSOCIATION for TEXTILE END-USES  53 ( 12 ) 1017 - 1023 2012  [Refereed]

     View Summary

    <p>Fundamental/essential corporate responsibility for which consumers ask must have been &ldquo;striving for fair dealings&rdquo; primarily. In recent years, complex and comprehensive &ldquo;responsibility&rdquo; has come to be searched for as a public at large regardless of an own position.</p><p>The indexes about CSR are being proposed with the rise of this concern, however, every index of those CSR does not represent the &ldquo;corporate responsibility&rdquo; for which consumers ask and recognize.</p><p>So, this research considers the &ldquo;corporate responsibility&rdquo; which consumers recognize by searching for a relation with the &ldquo;customer satisfaction&rdquo; which is an elementary proposition of marketing. At the end, from this argument, what can serve as CSR indexes should be examined ?</p>

    DOI CiNii

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