A Study of the Pioneer Brand Advantage Based on Consumer Behavior

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  • Tsunoda Michie
    Graduate school of Business Administration, Hokkaigakuen University

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  • 消費者行動から見た先発ブランド優位性についての研究
  • ショウヒシャ コウドウ カラ ミタ センパツ ブランド ユウイセイ ニ ツイテ ノ ケンキュウ

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Abstract

In this paper, I examine the market entry from a point of view of consumer behavior and marketing communication strategies. Many past studies on the market entry has been discussed with the order of entry. But we cannot discuss it only with the order of entry. Carpenter and Nakamoto (1989) argue that pioneer brand advantages are preserved in the prototypicality of the product. That is, learning pioneer brands for consumers means learning the new product category. We have to explore the mechanism through which consumers get general knowledge of the product category, recognize differences among the competing brands, and make a final choice from them. Also we have to know how consumer behavior relates to pioneer advantages. Therefore, I examine the Specific health food market as a case of it.

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