From the study of 5 informants using in depth interview, proactive marketing strategy is the key of success women-owned SMEs to struggle in covid-19 pandemic era. Utilize the digital technology is necessary to support effective marketing process.

This study examines Japanese and Americans’ perceptions of disaster ads. The three-selves model is used to explain the in-group and out-group effects of disaster ads, while the theory of planned behavior is used to explain the antecedents of a donor’s attitude toward disaster ads. Donation motivation, donation belief, social influence, attitude towards helping charities, attitude toward helping others, affective responses, cognitive responses, and willingness to donate were examined. For a 2 x 2 experimental treatment, two disaster locations (U.S. and Japan) and two types of ads (factual and emotional) were used. The findings imply that Americans’ donation motivation and donation belief are significantly related to attitude toward helping charities. The attitude toward helping charities is strongly related to cognitive response and willingness to donate. For Japanese, donation motivation and social influence are strongly related to attitude toward helping charities and others. Also, attitude toward helping charities influences cognitive response, and attitude toward helping others affects affective response. A managerial implication, for Japanese, is that cultivating a positive attitude toward helping charities and others is important to increase cognitive and affective responses toward ads and the responses directly related to willingness to donate. For Americans, emphasizing positive attitude toward helping charities is important to increase a positive cognitive response which is related to willingness to donate.

This study examines new value proposition presented in promoting environment-friendly residential facility. Relationship among changes in social background, consumers’ intention/ value and solar PV systems introduction is evaluated over the last decade since before the Great East Japan Earthquake.

In this research, we show certain relationships between brand (company) image and corresponding financial image, which has not revealed well. With considering the results of this research, brand manager will be able to establish their brand strategies more comprehensively and enhance their brand value.

This research analyzes the relationship between backpackers´online activities related to brands by identifying benefits (functional and experiential) that they seek and the impact of those benefits on the eWom generated during their travel journey.