Personnel Information

写真b

MATSUBARA YU

Organization
School of Business Administration
Research Fields, Keywords
Brand, Brand Community, マーケティング, 消費者行動
Teaching and Research Fields
消費者行動の中でも、特に消費者の心理的なメカニズムに着目した研究を行っており、教育においても消費者の消費前、消費中、消費後における認知や感情に注目した内容を扱う。研究活動の詳細な内容としては、特定のブランドと消費者のつながりについて、ブランドと消費者の直接的な関係に加えて、同じブランドを愛好する消費者間の水平的な関係がブランドに関する消費活動にどのような影響を及ぼすのかなど、「消費者同士の社会的な関係と消費者の心理」について多角的な視点からの研究を行っている。また、社会から倫理的な企業経営が強く要請される昨今の情勢下において、単に消費を促すだけではなく「企業活動がいかに消費者の幸せに寄与するのか」を考えることも非常に重要であるとの考えから、「消費者の幸せ」に着目した研究も進めている。
Mail Address
y.matsubara@kwansei.ac.jp
Syllabus information URL
https://syllabus.kwansei.ac.jp/uniasv2/UnSSOLoginControlFree?REQ_ACTION_DO=/AGA030PLS01Action.do?REQ_FUNCTION_JUMP_START_FLG=1&SLB_LINK_DISP_FLG=689&TCH_NO=240008&REQ_PRFR_FUNC_ID=AGA030
SDGs Related Goals
External link
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Graduating School 【 display / non-display 】

  • Graduating School:University of the Ryukyus
    Faculty:観光産業科学部
    Course / Major:産業経営学科

    Kind of school:University
    Date of graduation:2018.03
    Completion status:Graduated
    Country location code:Japan

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Graduate School 【 display / non-display 】

  • Graduate school:Tokyo Metropolitan University
    Department:経営学研究科

    Course completed:Doctor's Course
    Date of completion:2024.03
    Completion status:Completed
    Country:Japan

  • Graduate school:Waseda University
    Department:スポーツ科学研究科

    Course completed:Doctor's Course
    Date of completion:2021.09
    Completion status:Unfinished Course
    Country:Japan

  • Graduate school:Waseda University
    Department:スポーツ科学研究科

    Course completed:Master's Course
    Date of completion:2020.03
    Completion status:Completed
    Country:Japan

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Degree 【 display / non-display 】

  • Degree name:経営学
    Classified degree field:Humanities & Social Sciences / Business administration
    Conferring institution:Tokyo Metropolitan University
    Acquisition way:Coursework
    Date of acquisition:2024.03

  • Degree name:スポーツ科学
    Classified degree field:Life Science / Sports sciences
    Conferring institution:Waseda University
    Acquisition way:Coursework
    Date of acquisition:2020.03

  • Degree name:経営学
    Classified degree field:Humanities & Social Sciences / Business administration
    Conferring institution:University of the Ryukyus
    Acquisition way:Coursework
    Date of acquisition:2018.03

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Career 【 display / non-display 】

  • Affiliation:Kwansei Gakuin University
    Department:商学部
    Title:Assistant Professor
    Date:2024.04 -

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Association Memberships 【 display / non-display 】

  • Academic society name:Japan Association for Consumer Studies
    Academic country located:Japan

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  • Academic society name:Japan Marketing Academy
    Academic country located:Japan

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  • Academic society name:Japan Society for Commodity Science
    Academic country located:Japan

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  • Academic society name:Japan Society of Marketing and Distribution
    Academic country located:Japan

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  • Academic society name:Japanese Society of Lifelong Sports
    Academic country located:Japan

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Research Areas 【 display / non-display 】

  • Research field:Humanities & Social Sciences / Commerce

  • Research field:Humanities & Social Sciences / Business administration

  • Research field:Humanities & Social Sciences / Commerce
    Research keywords：マーケティング

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Papers 【 display / non-display 】

  • Language: Japanese
    Title: Happiness and Well-Being of Consumers in Brand Research:
    Journal name: Quarterly Journal of Marketing  vol.44  (1)  (p.68 - 75)
    Date of publication: 2024.07
    Author(s): Matsubara Yu

    DOI: 10.7222/marketing.2024.032
    Type of publication: Research paper (scientific journal)

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  • Language: Japanese
    Title: Brand community identification retention and its impacts on future outcome factors: An examination by three-point longitudinal survey
    Journal name: 商品研究  vol.64  (3・4)  (p.1 - 17)
    Date of publication: 2024
    Author(s): Yu Matsubara

    Type of publication: Research paper (scientific journal)

  • Language: Japanese
    Title: High School Baseball in Okinawa: Focusing on Sport Consumer Behavior and Historical Perspectives
    Journal name: 生涯スポーツ学研究  vol.19  (2)  (p.21 - 28)
    Date of publication: 2023.06
    Author(s): Yu Matsubara

    DOI: https://doi.org/10.14838/jjls.2023-2
    Type of publication: Research paper (scientific journal)

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  • Language: Japanese
    Title: Does belonging to brand community increase members’ life satisfaction? A test in professional sports
    Journal name: 消費者行動研究  vol.29  (1_2)  (p.2_75 - 2_97)
    Date of publication: 2022.12
    Author(s): Yu Matsubara

    DOI: https://doi.org/10.11194/acs.202310.002
    Type of publication: Research paper (scientific journal)

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  • Language: Japanese
    Title: Can consumer identification and happiness prevent their brand switching behavior? Examining through longitudinal study
    Journal name: JSMDレビュー  vol.6  (2)  (p.31 - 40)
    Date of publication: 2022.09
    Author(s): Yu Matsubara

    DOI: https://doi.org/10.32299/jsmdreview.6.2_31
    Type of publication: Research paper (scientific journal)

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Awards 【 display / non-display 】

  • Prize: 第22回JACS－樫尾俊雄 論文プロポーザル賞 最優秀賞
    Date awarded:2022.10
    Awarding organization：Japan Association for Consumer Studies
    Award-winner (group):松原優

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Presentations 【 display / non-display 】

  • Language:Japanese
    Conference name:第68回消費者行動研究コンファレンス
    International/Domestic presentation:Domestic presentation
    Holding date：2024.05
    Presentation date：2024.05.19
    Title:ブランドに対する公共性の知覚は何をもたらすの か？：プロサッカーチームを対象とした検証
    Presentation type:Oral presentation (general)

  • Language:English
    Conference name:SEAMA 2024: Islands Tourism & Hospitality Management
    International/Domestic presentation:International presentation
    Holding date：2024.03
    Presentation date：2024.03
    Title:“Spectator sport tourism development makes me happy!”: Psychological Processes of Local Residents in Island Region
    Presentation type:Poster presentation

  • Language:Japanese
    Conference name:第66回消費者行動研究コンファレンス
    International/Domestic presentation:Domestic presentation
    Holding date：2023.05
    Presentation date：2023.05.13
    Title:ブランド消費による幸福感の結果要因：ブランド消費に関連する2種類の幸福感に関する検証
    Presentation type:Oral presentation (general)

  • Language:English
    Conference name:SEAMA 2023: Islands Tourism & Hospitality Management
    International/Domestic presentation:International presentation
    Holding date：2023.03
    Presentation date：2023.03
    Title:The Impacts of Spectator Sport Tourism Development in Island Regions: An Examination of Predictors and Consequences
    Presentation type:Oral presentation (general)

  • Language:Japanese
    Conference name:日本商品学会第72回全国大会
    International/Domestic presentation:Domestic presentation
    Holding date：2022.12
    Presentation date：2022.12.03
    Title:ブランド・コミュニティ・アイデンティフィケーションがもたらす影響に関する縦断的研究
    Presentation type:Oral presentation (general)

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Teaching Experience (Off-campus) 【 display / non-display 】

  • Subject：Introduction to Business Readings
    Institution name：Kwansei Gakuin University

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  • Subject：Consumer Marketing
    Institution name：Kwansei Gakuin University

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  • Subject：Readings in Business (English)
    Institution name：Kwansei Gakuin University

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  • Subject：Sport Marketing
    Institution name：Saitama Gakuen University

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  • Subject：Sport Business Management
    Institution name：Saitama Gakuen University

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Committee Memberships 【 display / non-display 】

  • Organization name:日本観光経営学会
    Committee name:次世代フォーラム実行委員会

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  • Organization name:日本観光経営学会
    Committee name:大会委員会

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  • Organization name:SEAMA Island Hospitality & Tourism Management
    Committee name:Organizing Committee Board Member

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Social Contribution 【 display / non-display 】

  • Title:埼玉新聞コラム「経世済民」寄稿
    Date：2023.12

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Academic Contribution 【 display / non-display 】

  • Title:生涯スポーツ学研究
    Activity type：Peer review

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