マスダ アキコ   MASUDA Akiko   増田 明子    所属   専修大学  商学部    専修大学大学院  商学研究科    職種   教授
言語種別	英語
発行・発表の年月	2012/01
形態種別	研究論文（国際会議プロシーディングス）
査読	査読あり
標題	"The Store Brand Image Differences between Mother Country and Host Countries; The case of MUJI in Europe"
執筆形態	単著
掲載誌名	11th International Marketing Trend Conference
掲載区分	国外
巻・号・頁	pp.1-18
概要	This study aims to investigate the store brand image differences between mother country and host countries. In these years, Japanese manufactured retailers go global because domestic market has been shrinking. Retail competition is customer perceived competition. So the customer’s perceived image, brand image, is important in host countries when retailer open new shops in abroad. However is the mother country’s brand image replicated as same one in host countries? To examine the differences of attributes of store brand image between mother and host countries, I examined the store brand image of a Japanese manufactured retailer MUJI in Japan, UK, France, Italy and Germany. The results show that there are apparently different. In host countries, the company success in obtaining new unique niche position and obtaining higher score than in mother country. Key words: Store Brand Image, Retail Internationalization. manufactured retailer, brand image transfer, mother and host country