表題番号：2015S-187
日付：2016/04/10
研究課題地理的表示がブランド価値に与える影響についての研究
| 研究者所属（当時） | 資格 | 氏名 | |
|---|---|---|---|
| （代表者） | 商学学術院 商学部 | 教授 | 八重倉 孝 |
- 研究成果概要
- This study aims at identifying the appropriate approach to measure the brand values that arises from geographical identification (hereafter GI). This study was motivated by the introduction of GI by the Japanese government in 2015.
This study demonstrates the foundation for evaluating the potential economic benefit of GI through the measurement of its brand value. The foundation can be used to help evaluate the effectiveness of GI policy in Japan in the near future.
The extant literature on the value of GI is restricted to the analyses of price premium. While the price premium is certainly an important component of brand value and hence corporate value, the cost of generating and maintaining the GI has not been considered so far.
The key issue is that it is not sufficient to measure the price premium and volume increase due to GI. One must also estimate the cost incurred to maintain GI, which could be significant.