Research fields:
Global Marketing
Research themes:
International market segmentation, Standardization and adaptation settings in global marketing, Global brand image management
[Keywords]
Global marketing
Main books and papers:
◆“Global Marketing” Bun-shin-do Publishing, 2021
◆Furukawa, Hiroyasu (2022), “Effect of CEO Recognition on Brand Sympathy through Consumer Product Perception: A Comparative Analysis of Japanese and U.S. Consumers”, Journal of Global Marketing, Vol.35, No.2, pp.133-147. DOI:10.1080/08911762.2021.1942376
◆Furukawa, Hiroyasu (2022), “How Does the CEO’s Influence Affect Consumer Brand Trust? The Mediating Effects of Symbolic and Environmental Product Perceptions”, Journal of International Consumer Marketing, Vol.34, No.1, pp.11-23. DOI:10.1080/08961530.2021.1890299