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Title :Developing brands for the 21th century with haiku in English
Authors :マクマレイ, デビッド
川村, 祐太
Authors alternative :McMurray, David
Kawamura, Yuta
Issue Date :7-Mar-2017
Abstract :This paper studies the product andplace branding strategies of an international tea company and a city in Japan which associate themselves with haiku in English.Surveys and free word association tests were used to reveal the thoughts of participants concerning three stimulus words—haiku, tea, and washoku. These stimulus words retrieved a cluster of associations that were analyzed and triangulated so that they could be classified according to predetermined criteria. The cue word haiku was quantitatively assessed to make inferences about branding strategics such as the "Oi Ocha New Haiku Contest" carried out by Itoen Co. Ltd. for its internationally marketed products. As well, inferences aremade about Matsuyama City's strategy to attract more tourists from overseas by positioning itself as the "World Capital of Haiku Culture" and by promoting photo-haiku as a new movement.
Type Local :紀要論文
ISSN :13459929
Publisher :鹿児島国際大学国際文化学部
URI :http://lbr.iuk.ac.jp/handle/123456789/3643
Citation :国際文化学部論集 Vol.17 no.4 p.229 -243
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