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Design and Marketing

Wataru Uehara

Maketingu Janaru, Vol. 46 No. 4 · 2026 · Jepang · DOAJ

This special issue focuses on the relationship between design research and marketing research. Discussion of design in marketing research has traditionally been limited to areas such as product design and package design. In recent years, however, the meaning and scope of design have expanded, and…

How In-House Design Organizations’ KPIs Affect ROE in Japanese Large Corporations

Yuichi Washida; Ai Higo

Maketingu Janaru, Vol. 46 No. 4 · 2026 · Jepang · DOAJ

This study was a four-year investigation involving 80 large Japanese companies with in-house design organizations. Using a standardized questionnaire, the authors evaluated their activities and applied principal component analysis to the aggregated data, identifying seven core components…

Improvisation for Cultivating Design Attitudes:

Kenichiro Kuroiwa

Maketingu Janaru, Vol. 46 No. 4 · 2026 · Jepang · DOAJ

This paper examines the impact of Improvisation, or “Improv”, and future research topics as a means of fostering the “Design Attitudes” that are essential for effective design thinking. A review of prior research revealed that improv has the potential to foster three components of design attitudes…

Communication in Visualizing Innovative Concepts:

Nanami Furue

Maketingu Janaru, Vol. 46 No. 4 · 2026 · Jepang · DOAJ

This study explores effective visualization methods for innovative concepts by examining how different presentation techniques influence the psychological pathways of feedback generation. A survey of 468 participants using nine presentation methods for a hypothetical concept revealed two primary…

Can Entrepreneurship Be Nurtured in Primary and Middle School Students?

Yasuyuki Hayama; Yasuyuki Hirai

Maketingu Janaru, Vol. 46 No. 4 · 2026 · Jepang · DOAJ

Design thinking is widely integrated into entrepreneurship education in higher education as a method to foster creative problem-solving and user-centered innovation. However, there are insufficient practical and academic insights into its applicability for developing entrepreneurial mindsets in…

Anthropomorphic Characters as Communication Agents in Mobile Banking:

Tseng-Ping Chiu; Guo-Ruei Huang

Maketingu Janaru, Vol. 46 No. 4 · 2026 · Jepang · DOAJ

This research examines how anthropomorphic characters can function as communication agents in mobile banking interfaces. Study 1 surveyed 485 users across Generations X, Y, and Z to compare their expected and actual mobile banking experiences. The results revealed substantial expectation gaps in…

Understanding Consumers’ Interaction Experiences With Smart Objects:

Akihiro Nishimoto

Maketingu Janaru, Vol. 46 No. 4 · 2026 · Jepang · DOAJ

In the modern world, people have become accustomed to living with various smart objects, such as smartphones, wearable devices, and Internet of Things home appliances equipped with AI. While living with smart objects has many benefits, will such an everyday life lead to a happy future for us? This…

Customer Engagement Formation in B2B Digital Content Marketing:

Gosuke Nishikawa

Maketingu Janaru, Vol. 46 No. 4 · 2026 · Jepang · DOAJ

This study conducts a systematic review to examine how digital content marketing (DCM) in business-to-business (B2B) contexts shapes customer engagement (CE) among organizational customers and how such engagement translates into various outcomes. The findings reveal that B2B DCM stimulates CE…

Consumer Research on Intellectual and Developmental Disabilities:

Sara Okabe

Maketingu Janaru, Vol. 46 No. 4 · 2026 · Jepang · DOAJ

Growing societal awareness regarding diversity, inclusion, and equity has led to increased academic attention placed on consumers with disabilities. However, most of the existing studies have been focused on physical disabilities, while research on consumer behavior involving individuals with…

Dual Sources of Organic Growth:

Takuya Hara

Maketingu Janaru, Vol. 46 No. 4 · 2026 · Jepang · DOAJ

This study replicates Tanusondjaja et al. (2021) in the Japanese market and extends the analysis by incorporating market “granularity.” The original study, using UK and US retail scanner data, showed that smaller firms associate more strongly with share gain (SG) and larger firms with category…

Brand Building in the Music Festival “SPACE SHOWER SWEET LOVE SHOWER”:

Shunya Hamada

Maketingu Janaru, Vol. 46 No. 4 · 2026 · Jepang · DOAJ

This paper examines brand formation for the music festival “SPACE SHOWER SWEET LOVE SHOWER” by focusing on three value transformations. First, with relocation of the venue from Hibiya Open-Air Concert Hall to Lake Yamanaka, an experience centered on live music viewing was transformed into a…

Book Review: Kubota, Y. (2024). Brand Relationships. Yuhikaku. (In Japanese)

Hiroshi Tanaka

Maketingu Janaru, Vol. 46 No. 4 · 2026 · Jepang · DOAJ

Editorial Note

Wataru Uehara

Maketingu Janaru, Vol. 46 No. 4 · 2026 · Jepang · DOAJ

New Developments in Affection and Behavior of Inbound Tourism:

Akinori Ono

Maketingu Janaru, Vol. 46 No. 3 · 2026 · Jepang · DOAJ

Despite the global prominence of inbound travel, research has rarely examined travelers’ internal psychological processes, particularly in the Japanese context. This preface reviews five featured articles that collectively advance a deeper understanding of how inbound travelers perceive, decide…

Chinese Tourists’ Dining Decisions in Japan under Conflicting Online Opinions

Shangzhi (Charles) Qiu; Tao Sun; Ye Wu

Maketingu Janaru, Vol. 46 No. 3 · 2026 · Jepang · DOAJ

Culinary experiences have emerged as a cornerstone of international tourism in Japan. However, in the digitally mediated travel landscape, tourists frequently encounter “reference-group conflict,” where different social clusters offer sharply divergent evaluations of the same establishment. Drawing…

Dynamic Changes in Inbound Tourists’ Internal Reference Prices for Japanese Products:

Ryohei Kitazawa; Mizuki Kato

Maketingu Janaru, Vol. 46 No. 3 · 2026 · Jepang · DOAJ

This study examines how inbound tourists’ internal reference prices for Japanese products are updated as their length of stay in Japan increases. To test the proposed hypotheses, an intercept survey was conducted at popular tourist destinations in Tokyo, targeting inbound tourists from China, South…

Destination Image Formation through Metaphor-Based Advertising:

Ryosuke Takeuchi; Jue Wang; Jianing Yu

Maketingu Janaru, Vol. 46 No. 3 · 2026 · Jepang · DOAJ

While global travel demand continues to grow robustly, many destination marketing organizations still struggle to build brand image among both domestic residents and international tourists. One possible strategy is metaphor-based advertising, which helps audiences understand the advertised…

Warmth and Competence in Country Stereotypes:

Ryuta Ishii; Yudai Maruyama; Ngoc Luu dkk.

Maketingu Janaru, Vol. 46 No. 3 · 2026 · Jepang · DOAJ

This study focuses on tourists from long-haul non-Asian countries and aims to examine how country stereotypes are formed and how they influence travel intentions toward Japan. In particular, we conceptualize country stereotypes along two dimensions—warmth and competence—and investigate how these…

The Positive and Negative Effects of Cross-Cultural Service on Domestic Tourist Satisfaction

Takahiro Chiba

Maketingu Janaru, Vol. 46 No. 3 · 2026 · Jepang · DOAJ

Cultural adaptation by service providers to customers from different cultural backgrounds—that is, the provision of cross-cultural service—may be favorable for those customers, yet domestic tourists also coexist within the same service environment. However, no prior research has examined whether…

What We Pursue by Purchasing Brands:

Yoko Sugitani; Taku Togawa

Maketingu Janaru, Vol. 46 No. 3 · 2026 · Jepang · DOAJ

Consumers’ purchasing decisions are shaped by personal factors, such as self-brand connection (SBC), and social factors, such as group norms. However, these influences often conflict; for example, a consumer may personally favor Brand A, while their friends recommend Brand B. Previous research has…