Kanda University of International Studies · Department of International Communication · 講師

Research keywords国際マーケティング・スポーツマーケティング・ファンダム・消費者行動・社会学・社会福祉・メディア

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• Perceived influence of word-of-mouth recommendation on sport-watching behavior: A gender difference perspective
• Supporting sacrifice or condemning belief: Consumer reactions to Nike's advertising campaign featuring Colin Kaepernick
• Word-of-mouth effectiveness in new fan acquisition: A mediating role of resident prototypicality
• Self-imagery and advertising effectiveness: The role of sense of presence

• How player identification translates into team identification: Exploring key mediators
• Team representativeness: Scale development and model testing
• チーム代表性尺度（日本版）の開発と国際比較
• Effects of player transfer on player attachment and team identification

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