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Making and consuming characters

Masae Kanai ; Faculty of Economics, Osaka University of Economics and Law, Osaka, Japan
Yoritoshi Hara ; School of Commerce, Meiji University, Tokyo, Japan
Hajime Kobayashi   ORCID icon orcid.org/0000-0001-5546-0176 ; School of Commerce, Meiji University, Tokyo, Japan
Masaaki Takemura ; School of Commerce, Meiji University, Tokyo, Japan

Puni tekst: engleski, pdf (308 KB) str. 68-75 preuzimanja: 598* citiraj
APA 6th Edition
Kanai, M., Hara, Y., Kobayashi, H. i Takemura, M. (2014). Making and consuming characters. International journal of multidisciplinarity in business and science, 2 (2), 68-75. Preuzeto s https://hrcak.srce.hr/132605
MLA 8th Edition
Kanai, Masae, et al. "Making and consuming characters." International journal of multidisciplinarity in business and science, vol. 2, br. 2, 2014, str. 68-75. https://hrcak.srce.hr/132605. Citirano 28.01.2020.
Chicago 17th Edition
Kanai, Masae, Yoritoshi Hara, Hajime Kobayashi i Masaaki Takemura. "Making and consuming characters." International journal of multidisciplinarity in business and science 2, br. 2 (2014): 68-75. https://hrcak.srce.hr/132605
Harvard
Kanai, M., et al. (2014). 'Making and consuming characters', International journal of multidisciplinarity in business and science, 2(2), str. 68-75. Preuzeto s: https://hrcak.srce.hr/132605 (Datum pristupa: 28.01.2020.)
Vancouver
Kanai M, Hara Y, Kobayashi H, Takemura M. Making and consuming characters. International journal of multidisciplinarity in business and science [Internet]. 2014 [pristupljeno 28.01.2020.];2(2):68-75. Dostupno na: https://hrcak.srce.hr/132605
IEEE
M. Kanai, Y. Hara, H. Kobayashi i M. Takemura, "Making and consuming characters", International journal of multidisciplinarity in business and science, vol.2, br. 2, str. 68-75, 2014. [Online]. Dostupno na: https://hrcak.srce.hr/132605. [Citirano: 28.01.2020.]

Sažetak
This paper shall introduce a new phenomenon about consumption. This is related to consumption of characters like Mickey Mouse and Hello, Kitty. The phenomenon appears prominently in Japan. In order to examine consumption of characters and the strategies for creating characters, we conducted a case study on a set of marketing strategies of a toy manufacturer in Japan. Traditionally, consumption research is asserted using the uni-methodological paradigm. The uni-methodological paradigm here means that researchers have a methodological exclusiveness stance to any other research approaches. Hirschman and Holbrook (1992) distinguish five non-interchangeable research approaches on consumer research. For
instance, from an economic point of view, consumption could be assumed as a problem solving method to increase utility. Baudrillard (1968, 1970) criticized this type of functional consumption. Researchers have often denied the other approaches competitive to their own approaches rather than incorporating them. Character consumption cannot be revealed by such an insulated research stance because consumers would like to consume characters for multidimensional reasons. They consume characters to enhance their utilities. In addition, characters stimulate consumers’ sentiments. The possession desire is satisfied by consuming characters. Possessing character goods can create small interest groups and stimulate communication among the group members. Consuming characters
is assumed to involve multidimensional aspects: functional, conspicuous, and semiotic consumption. As a result, once we try to understand character consumption, we have to employ the multidisciplinary approach in contrast to the unimethodological
paradigm. Through our case study, we revealed the distinctive marketing strategies in the business of characters. It is necessary for
marketers of character goods to regard character consumption as having functional, conspicuous, and semiotic aspects. We can find distinctive characteristics in the market research, product development, advertising, and communication strategies in the process of creating characters.

Ključne riječi
characters; character universe; multidimensional consumptions; character development

Hrčak ID: 132605

URI
https://hrcak.srce.hr/132605

Posjeta: 739 *