KUBOTA Yukihiko    Department   Aoyama Gakuin University  Department of Marketing, School of Business    Position   Professor
Language	Japanese
Publication Date	2020/01
Type	Academic Journal
Peer Review	Peer reviewed
Invitation	Invited paper
Title	Changes in the Consumption Environment and the Spread of Liquid Consumption: A Fundamental Study of Brand Strategy in a Digital Society
Contribution Type	Single
Journal	Japan Marketing Journal
Journal Type	Japan
Publisher	Japan Marketing Academy
Volume, Issue, Page	39(3),pp.52-66
Details	It is very important to consider brand strategy in the digital society from a broader perspective. However, in order to do so, it is necessary to first accurately recognize how the consumption environment changes due to digitization. Based on this thought, this research will examine the consumption environment in the digital society. Specifically, the published research will initially be reviewed and trends in the consumer environment in the digital society confirmed. Next, the concept of “liquid consumption” described by Bardhi and Eckhardt (2017) will be discussed. Furthermore, using temporal data, whether or not liquidization actually penetrates society will be examined. The discussion of this research will be carried over to Kubota (2020), and will be developed into a brand strategy that can be adapted to the liquidity of the consumption environment.
DOI	https://doi.org/10.7222/marketing.2020.007