JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

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1 Japan Marketing Academy JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

2 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

3 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

4 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

5 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

6 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

7 価値 心理社会的帰結 機能的帰結 属性 A(=a 1,,a 10 ):Hyper-Parameter 1 Willingness To Pay V (=v 1,,v 10) P (=p1,,p 10) F (=f 1,,f 10) 1 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

8 Fn Pn Vn n n JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

9 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

10 Aaker, J. L. (1997),Dimensions of Brand Personality, Journal of Marketing Research, 34 (August), Ambler, T. (2001),What Does Marketing Success Look Like?Marketing Management, 10, 1 (Spring), (2011) Congdon, P. (2003), Applied Bayesian Modeling. NY: Wiley. Fukushima, M., A. Inoue, and T. Niwa (2010),Emotional Evaluation of TV-CM Using the Fractal Dimension and the Largest Lyapunov Exponent,IEEE-SMC 2010 (Istanbul), Gutman, J. (1982),A Means-End Chain Model Based on Consumer Categorization Processes, Journal of Marketing, 46 (Spring), Reynolds, T. J., and J. Gutman (1988),Laddering Theory, Method, Analysis, and Interpretation, Journal of Advertising Research, 28, 1, (2010) (2000) Inoue, A., T. Kobayashi, and H. Umemoto (2004), An Approach to Managerially Identifying a Brand's Cognitive Hierarchical Structure,33th EMAC Conference Proceedings (The European Marketing Academy), Murcia, Spain. Inoue, A., N. Imamura, T. Kobayashi, and H. Umemoto (2007),Hierarchical Value-Structure Mapping via Focus Group Laddering: G_Lad,36th EMAC Conference Proceedings (The European Marketing Academy), Reykjavik, Iceland. Inoue, A. (2010),Marketing Communication Strategy and Marketing ROI under Cross-Media Environment, in Electronic-Business Intelligence - For Corporate Competitive Advantages in the Age of Emerging Technologies & Globalization. G. Chen, E. E. Kerre, J. C. Westland, and R. Wang (eds.). Amsterdam, Atlantis Press. (1987) (1997) JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

11 (2010) (2006)MOT (2010) Oyama, M., and Y. Hirohashi (2010), Consideration for Improvement of Demetia that uses Communications, IEEE-SMC 2010 (Istanbul), Rust, R. T., V. A. Zeithaml, and K. N. Lemon (2000), Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy. NY: Free Press. Rust, R. T., K. N. Lemon, and V. A. Zeithaml (2004), Return on Marketing: Using Customer Equity to Focus Marketing Strategy,Journal of Marketing, 68, 1 (January), (2006) (2008) (2005) Vargo, S. L., and R. F. Lusch (2004),Evolving to a New Dominant Logic for Marketing, Journal of Marketing, 68, 1 (January), Vargo, S. L., and R. F. Lusch (2008a),Service-Dominant Logic: Continuing the Evolution, Journal of the Academy of Marketing Science, 36, 1 (Spring), Vargo, S. L., and R. F. Lusch (2008b),WhyService? Journal of the Academy of Marketing Science, 36, 1 (Spring), JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

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