Takumi Kato

Takumi Kato
Meiji University · School of Commerce

PhD in Business Administration
加藤拓巳 (明治大学 商学部 マーケティングコース)

About

51
Publications
2,834
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
129
Citations
Introduction
Dr. Takumi Kato is currently a Senior Assistant Professor of Marketing at School of Commerce, Meiji University, Tokyo, Japan. He joined Mitsubishi Electric Corporation in 2012. In 2014, he transferred jobs to Honda Motor Co Ltd. and was a chief analyst of the Business Analytics Division. His role was product planning and brand management, such as ACCORD and HR-V in Honda. He started working for Saitama University in 2020, and Meiji University in 2022.
Additional affiliations
March 2014 - March 2020
Honda Motor Co.,Ltd.
Position
  • Chief Analyst
April 2012 - February 2014
Mitsubishi Electric Corporation
Position
  • Analyst
Education
April 2018 - March 2019
University of Tsukuba
Field of study
  • Graduate School of Business Sciences
April 2015 - March 2017
University of Tsukuba
Field of study
  • Graduate School of Business Sciences
April 2008 - March 2012
Keio University
Field of study
  • Department of Administration Engineering, Faculty of Science and Technology

Publications

Publications (51)
Article
Full-text available
To evaluate a car’s design before its introduction to the market, automobile companies traditionally conduct customer surveys using clay models or real products. Recently, however, virtual reality (VR) has attracted significant attention as an efficient alternative to this costly and time-consuming practice. However, from the viewpoint of a custome...
Article
Full-text available
Online surveys have the advantages of affordability and speedy collection; however, there have been some concerns about their response quality. Previous studies have measured response quality using nonresponse rate and biased choice behavior. However, it is difficult to detect defective respondents who are randomly selected without careful consider...
Article
Full-text available
Although many studies have argued that the source of competitiveness has shifted from functional value to emotional value, a comparison of the effects remains inadequate. This study evaluated the influence of each brand image on corporate brand preference in the Japanese automobile industry. An online survey was conducted in Japan, targeting Toyota...
Article
Full-text available
Corporate brands convey unique information to consumers and promote their intention to use product brands, as it is possible for product brands to express the characteristics and mission of corporate brands. In this way, they exert a synergistic effect when corporate and product brand images overlap. This study hypothesises that matching these two...
Article
With industries becoming technologically advanced, the source of competitiveness has shifted from a functional value, such as performance and durability, to an emotional value, such as design and comfort. To create an emotional value, the concept of a brand should be consistently embodied in a product or service to enhance its appeal. In the brand...
Article
Full-text available
In recent years, various kinds of big data have been handled, and many variables are used in prediction model research. However, a gap between research and practice is thought to exist. As a result of adding variables that cannot be obtained at present as data representing the future to the explanatory variable, predicting the explanatory variable...
Conference Paper
With technological advancements, product functionality and durability often exceed the standard that consumers require, and there is little difference between brands. This implies that competitiveness between brands is shifting to emotional value, such as design and usability, from functional value. The importance of emotional value is now recogniz...
Article
Full-text available
Purpose: Design and UX are effective means of embodying value, but if marketers couple these with an ambiguous concept, the product/service loses its uniqueness. Starbucks exhibits strength in creating value based on concepts. Various studies report factors that contribute to brand loyalty, but the underlying idea remains unexplored. This study com...
Article
Full-text available
The effect of Internet advertising is increasing due to the prevalence of smartphones and high-speed communication. Among them, video advertisements featured on video sharing platforms, such as YouTube, are attracting attention. Effective distribution methods on these platforms are being actively discussed. However, research on the insertion timing...
Conference Paper
Full-text available
This study comprehensively examined the effects to loyalty toward the Tokyo Disney Resort in Japan. As a result, it was clarified that consumers who recall a brand concept as its brand image are more likely to exhibit loyalty than consumers who recall specific features like casts, attractions, and characters.
Chapter
The brand concept is the starting point of value creation and represents the essence of a product. However, research on loyalty factors has dealt with specific product features, such as performance and design, or brand image. Although the importance of the brand concept has long been debated in theory, it has been neglected in the practice of brand...
Article
Full-text available
Little is known about the responses of citizens toward sporting mega-events held during a period of extended disasters, such as the 2020 Olympics held during the COVID-19 pandemic. This study aims to clarify the factors affecting citizens’ attitudes by testing the following hypotheses: the perception of high cost, the burden on medical institutions...
Article
Full-text available
Consumers may be attracted to superficial functionality and design, but they may easily switch brands when another company’s product/service with higher functionality and a more fashionable design appears. If consumers remain loyal to a brand, it is because they understand, sympathize with, and value the brand’s concept. However, few studies have f...
Article
It is important to understand customer satisfaction and loyalty from the perspective of business and services. However, when comparing these indicators among multiple services, it is doubtful whether superiority or inferiority in customer satisfaction and loyalty is due to different levels of service quality. In other words, there is a possibility...
Chapter
Compromise effect is a typical marketing measure that induces consumer cognitive bias. When choices are presented in three grades, consumers tend to choose the middle grade. However, in existing research, there are few examples that focus on the product features of high value-added and low-priced products within the same manufacturer's brand, as co...
Conference Paper
The application of new technology often results in a change in design. At that time, insufficient discussion on design could lead to concerns that the technology will not be accepted by consumers. The use of mirrorless technology—which excels in safety—is currently attracting attention in the automobile industry. Although many technological advanta...
Article
Full-text available
Background: Companies often measure their customers’ recommendation intention using the loyalty index based on the idea that a customer who has high loyalty and is committed to a brand has the confidence to recommend it to others. The psychological barrier is higher for recommendation intention, which may influence the behavior of others than for s...
Chapter
The best competitive advantage for a company is building long-term relationships with highly satisfied customers, by understanding the factors that contribute to their repurchase intentions. Since large amount of point of sales (POS) data can be obtained in the retail industry, past research has focused on the retail industry. Recently, many studie...
Article
Full-text available
Japanese companies have a large gap between the development and design departments, and therefore, design is not utilized in corporate management. In contrast, Apple and Dyson have integrated development and design to create products and services with excellent values. The following factors are responsible for effective design use: appointment of a...
Chapter
The need for e-learning continues to increase due to technological innovation and social changes. As service providers, it is extremely important to understand the factors that increase user satisfaction and continue to improve services. It is recognized that it is important to achieve targets to increase the satisfaction of education. However, the...
Article
Full-text available
Consumers who value superficial performance and design are more likely to change their minds when a brand with higher performance or a more fashionable design emerges. On the other hand, loyal consumers understand, sympathize with, and value brand concept. Therefore, their repurchase rate is high and they are willing to pay a higher amount than for...
Article
Full-text available
Even if the project leader can set the priority within the range of the department, it is difficult for the management to set it from a company-wide perspective. One reason is that there is a lack of bird’s-eye view evaluation. Therefore, this study quantitatively evaluated the loyalty factors for the Japanese automobile industry, covering the corp...
Article
Full-text available
Sound design can enhance industrial products' emotional value because sound plays a functional role and also provides an emotional experience. Nevertheless, limited research has been conducted on product sound, especially startup sounds—the first sounds heard when a product is touched. This study focused on the possibility that attachment to a prod...
Article
Full-text available
Marketing can be considered to be context-setting work because the superiority of products can be secured at a low cost by using context to guide consumer perception. The compromise effect is an example of a corporate marketing measure that induces consumer cognitive bias. This effect refers to selection of the middle option by making a compromise...
Article
Full-text available
Long wait times lead to consumer dissatisfaction and adversely affect purchase intentions. Therefore, in some cases, delivery times can be shortened by exceeding a company’s manufacturing and sales ability. However, the excess inventory accumulated due to the constant shortening of delivery times decreases the willingness to consume, and the brand...
Article
Full-text available
Color has long been considered important by both the manufacturing industry and academia because it affects people’s perceptions, emotions, and behaviors. However, the evaluation of purchasing behavior until now has mainly been only in an experimental environment, and there have been concerns that differed from the actual consumer behavior. Therefo...
Article
Full-text available
One of the consumer behaviors created by the spread of electronic commerce (EC) is showrooming. This behavior refers to purchasing products cheaply on the Internet after checking the products in stores. This is a major threat to companies selling in-store products, and thus this subject is attracting attention from both industry and academia. Howev...
Article
Full-text available
Recent consumer behavior research highlights the concern that too many options cause consumers to feel burdened by selection, and hence, reduce their purchasing intention. Existing research focus on the amount of product and information present on product packaging Therefore, in this study, the effects of the number of addition options in the Japan...
Article
Full-text available
Customers are exposed to large quantities of advertisements daily and often struggle to process them. As a result, customers tend to avoid them entirely. The popularization of digital video recorders, which allow television advertisements to be skipped entirely, has made this even easier. Hence, some scholars argue that television advertisements ar...
Article
Full-text available
There are many examples of consumer behavior research focusing on media and content. It has been posited that word of mouth through the media and emotional value of content are important factors influencing purchase intentions. However, although both have been verified separately in conventional research, there are few verification examples which i...
Article
Full-text available
Unlike consumer goods, durable consumer goods have a long product life, so it is difficult to survey repurchase intentions. Therefore, recommendation intention tends to be adopted as factors that contribute to repurchase intention. However, it has been insufficient to consider influence of elapsed time since purchasing, which is a problem peculiar...
Article
Full-text available
Brand name accounts for 34% of consumers’ attitude toward products. Research on brand names has focused on corporate and product brands, but in recent years, attention has also been paid to technology brand names. Since technology brands cross over into product brands, if successful, the possibility exists that they can contribute to establishing c...
Article
Quality can be divided into objective elements, such as material characteristics, and subjective elements, such as beauty. The latter is called perceived quality, and in recent years, it has been emphasized more than the objective elements. In the automobile industry, perceived quality is one of the most important determinants of competitiveness. H...
Article
In recent years, it has been pointed out that the management competitiveness is shifting from the functional value such as high performance and advanced technology to the emotional value such as experience and design. However, there are few cases that quantitatively evaluated it. Therefore, I validated a hypothesis that emotional value is more impo...
Article
In recent years, the manufacturing industry has seen a shift of the domain of competition from "performance" which can easily be expressed numerically to "design" which is hard to be expressed numerically. The rise of companies that focus on design, such as Apple, Samsung and IKEA, is remarkable. However, design presents two challenges for the manu...
Article
Full-text available
In recent years, it has been pointed out that the management competitiveness is shifting from the “functional value” such as high performance and advanced technology to the “emotional value” such as experience and design, but there are few cases that quantitatively demonstrated it. Therefore, we verify the idea that emotional value is more importan...
Article
Full-text available
In recent years, the manufacturing industry has seen a shift of the domain of competition from “performance” which can easily be expressed numerically to “design” which is hard to be represented with numerical values. The rise of companies that focus on design, such as Apple, Samsung and IKEA, is remarkable. However, design presents two challenges...

Network

Cited By