HIROSE Morikazu

J-GLOBAL         Last updated: Jul 20, 2014 at 21:27
 
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Name
HIROSE Morikazu
Affiliation
Tokyo Fuji University
Section
Faculty of Business Administration, Department of Business Psychology

Research Areas

 
 
  • Management / Commerce / consumer behavior
  • Management / Commerce / marketing
  • Management / Commerce / advertising

Awards & Honors

 
Oct 2006
Consumer Response to Mobile Marketing Communications: Effects of Promotion Strategy, User Mode, and Perceived Benefits, Research Fellowship, AMERICAN ACADEMY OF ADVERTISING
Winner: OKAZAKI Shintaro, HIROSE Morikazu, LI Hairong
 

Published Papers

 
How utilitarian and hedonic benefits generate coupon usage: Multi‐group comparison with consumer activism
Keiya Tabe, Morikazu Hirose
Global Marketing Conference at Singapore Conference Proceedings      Jul 2014   [Refereed]
The effectiveness of adopting co-creators in advertising strategy
Kimiyoshi Nakamura, Kei Mineo, Keiya Tabe, Morikazu Hirose
ICORIA 2014 Conference Proceedings      Jul 2014   [Refereed]
The impact of consumer knowledge on attitude and word-of-mouth
Morikazu Hirose, Takahiro Enjoji
ICORIA 2014 Conference Proceedings      Jun 2014   [Refereed]
How do green claims improve CSR and advertising perceptions?
Keiya Tabe, Kei Mineo, Ying Xu, Morikazu Hirose
ICORIA 2014 Conference Proceedings      Jun 2014   [Refereed]
How a corporate reputation impacts on investment behavior: The case of B to B corporate advertising
HIROSE Morikazu
   Nov 2013   [Refereed]
Mobile social games and location-based services: Are mobile games effective as advertising media?
HIROSE Morikazu
2013 Global Conference of the American Academy of Advertising Proceeding   63-63   Oct 2013   [Refereed]
Responses to mHealth Application on Health Behavior: A Theoretical Extension of The Technology Acceptance Model
HIROSE Morikazu
The 16th Biennial World Marketing Congress Proceeding      Jul 2013   [Refereed]
How Do Third-Party Endorsement Improve Consumer Perceptions?
HIROSE Morikazu
12th ICORIA Conference Proceeding      Jun 2013   [Refereed]
How Smartphones Build Brands?: The Role of Branded Applications
HIROSE Morikazu
12th ICORIA Conference Proceeding      Jun 2013   [Refereed]
What are the Determinants of Percieved Product Value?: Developing a Retail Coupon Usage Model
HIROSE Morikazu
12th ICORIA Conference Proceeding      Jun 2013   [Refereed]
Differences Between Mobile Coupons and Traditional Coupons: A Multi-group Analysis of Theory of Planned Behaviour
HIROSE Morikazu
Global Marketing Conference at Seoul 2012 Proceeding      Jul 2012   [Refereed]
The Influences of Internet Privacy Concerns and Ubiquity on Mobile Coupon Behavior
HIROSE Morikazu
Global Marketing Conference at Seoul 2012 Proceeding      Jul 2012   [Refereed]
The Gendered Product Strategy: Endorsers’ Role and The Gender Difference
HIROSE Morikazu
11th ICORIA Conference Proceedings      Jun 2012   [Refereed]
HIROSE Morikazu
Electron Markets   22(3) 169-183   May 2012   [Refereed]
HIROSE Morikazu
Journal of Advertising Research   52 101-117   Mar 2012   [Refereed]
An Information Processing Model for Corporate Advertising in Japan: How Celebrity Endorser and Gender Affect Attitudes toward the Advertising
HIROSE Morikazu
11th IAMB Conference Proceedings      Nov 2011   [Refereed]
Reputation management in Japan Evidence from global B to B companies
HIROSE Morikazu
11th IAMB Conference Proceedings      Nov 2011   [Refereed]
コーポレート・コミュニケーションの情報源がコーポレート・レピュテーションに与える影響--永続的関与を考慮して
HIROSE Morikazu
54    Jun 2011   [Refereed]
コーポレート・コミュニケーションによる獲得イメージがコーポレート・レピュテーションに与える影響--従業員の評価、社会貢献の評価とコーポレート・レピュテーションの関係
HIROSE Morikazu
15    Mar 2011   [Refereed]
Why Scholarly Advertising Research Differs Among Countries: The Case of Japan
HIROSE Morikazu
Global Marketing Conference at Tokyo Conference Proceeding      Sep 2010   [Refereed]
Exploring QR code mobile promotion
HIROSE Morikazu
9th ICORIA Conference Proceeding      Jun 2010   [Refereed]
The effect of mobile coupon benefits and privacy concerns on attitude and intention
HIROSE Morikazu
   Jun 2010   [Refereed]
HIROSE Morikazu
Journal of Advertising   38(4) 63-77   Dec 2009   [Refereed]
Segmentation of Sport fans using the Experiential Value Scale
HIROSE Morikazu
17th EASM Conference Proceeding      Sep 2009   [Refereed]
The Relationship Between Organizational Identity and Corporate Communications
HIROSE Morikazu, Takahiro Enjoji
8th ICORIA Conference Proceeding      Jun 2009   [Refereed]
Consumer Response To Negative Reciprocity: Mobile Advertising Recipients' Information Privacy Concerns
Shintaro Okazaki, HIROSE Morikazu
38th EMAC Conference Proceeding      May 2009   [Refereed]
Effects of displacement–reinforcement between traditional media, PC internet and mobile internet A quasi-experiment in Japan
Shintaro Okazaki, HIROSE Morikazu
International Journal of Advertising      Jan 2009   [Refereed]
HIROSE Morikazu
Tourism Management   30 794-804   Jan 2009   [Refereed]
Experiential Value for Professional Football Spectators in Japan: Focusing on Cluster Analysis by Aesthetics, Playfulness, Service Excellence, and Customer ROI
Munehiko Harada, Rei Saito, HIROSE Morikazu
16th EASM Conference Proceeding      Sep 2008   [Refereed]
The impact of information involvement on media exposure
HIROSE Morikazu, Shintaro Okazaki
49    Jun 2008   [Refereed]
Mood and Imagery VS. Assertive Selling Pitches: A Cross-Cultural Examination of Consumer Attitudes Toward Soft Sell and Hard Sell Advertising Appeals
Barbara Mueller, Shintaro Okazaki, HIROSE Morikazu
7th ICORIA Conference Proceeding      Jun 2008   [Refereed]
Mobile Internet as an Information Resource: How Mobile Phones Compete and Coexist in Media Choices
HIROSE Morikazu, Okazaki Shintaro
7th ICORIA Conference Proceeding      Jun 2008   [Refereed]
Gendered Media Choice in Tourist Information Search: From the Perspective of Mobile Internet Usage
Shintaro Okazaki, HIROSE Morikazu
7th ICORIA Conference Proceeding      Jun 2008   [Refereed]
Exploring soft sell advertising appeals: A cross-cultural comparison
Barbara Mueller, Shintaro Okazaki, HIROSE Morikazu
   May 2008   [Refereed]
Exploring niche theory in a cross-media context: Why do people switch media?
HIROSE Morikazu, Shintaro OKAZAKI
   May 2008   [Refereed]
Dynamics of media exposure and consumption: A Preliminary model development and validation
HIROSE Morikazu
   Mar 2008   [Refereed]
A Cross-Cultural Comparison of Attitude Toward the Internet: Empirical Evidence from JAPAN, KOREA, CHINA, TAIWAN, and the US
HIROSE Morikazu
9-10   Apr 2007
A Comparison of Student Perception of Advertising Education in the United States and Japan
HIROSE Morikazu
American Academy of Advertising, Asia-Pacific Conference Proceeding   56-66   Sep 2003   [Refereed]
The Nature of Brand Strategy: The Case of Rocowave
HIROSE Morikazu
02(003)    Mar 2003
History of Japanese Advertising Research on Media Planning
HIROSE Morikazu
(203) 36-39   Jul 2002
A Comparison of Advertising Education in the U.S. and Japan: The Present and the Future
HIROSE Morikazu
02(001)    Apr 2002
What is Known on Sales Promotion in the U.S. : A Ten Years Assessment of the Sales Promotion Literature
HIROSE Morikazu
(31) 143-164   Dec 2001   [Refereed]
Literature Review on Media Planning Research
HIROSE Morikazu
231-236   Mar 2001
Factors to Effective Media Planning: The Differences between Japan
HIROSE Morikazu
(29) 135-150   Dec 2000   [Refereed]
Integration of Advertising and Sales Promotion in Brand Building
HIROSE Morikazu
(5) 34-41   May 2000   [Refereed]
“The Importance of Congruency between Brand Elements and
HIROSE Morikazu
(50) 145-162   Mar 2000   [Refereed]
Effective Sales Promotion in Building Brand Equity
HIROSE Morikazu
(49) 121-140   Nov 1999   [Refereed]
The Role of Sales Promotions in Brand Management
HIROSE Morikazu
早稲田大学      Mar 1999   [Refereed]
The Role of Sales Promotion in Building Brand Equity
HIROSE Morikazu
   Mar 1999
The Role of Sales Promotion in Marketing Communications
HIROSE Morikazu
182 51-54   Dec 1998

Books etc

 
Social Marketing for Public Health: Global Trends and Success Stories
HIROSE Morikazu (Part:Contributor)
Jones & Bartlett   Nov 2009   
Advertising Research: Message, Medium and Context
HIROSE Morikazu (Part:Joint Work)
Dec 2009   
Advances in Advertising Research (Vol. 2): Breaking New Ground in Theory and Practice (European Advertising Academy) (Volume 2)
HIROSE Morikazu (Part:Joint Work)
Jan 2011   
Branding Asian Cities: Strategy and Practice 2010
HIROSE Morikazu (Part:Contributor)
Communication University of China   Jan 2012