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Yasushi Sonobe

    Department of Media and Communications　Professor
    Course of Sociology　Professor
Last Updated :2025/04/19

Researcher Information

Degree

  • Ph.D. (Commerce)（2007/03 Hitotsubashi University）

URL

J-Global ID

Research Interests

  • Sustainable Development Goals (SDGs)   corporate social responsibility   support of the arts   corporate philanthropy   sponsorship   advertising   public relations   consumer behavior   marketing communication   marketing   

Research Areas

  • Humanities & social sciences / Commerce / Marketing

Academic & Professional Experience

  • 2025/04 - Today  University of BolognaDepartment of ManagementVisiting Scholar
  • 2019/04 - Today  Toyo University大学院社会学研究科社会学専攻教授
  • 2019/04 - Today  Toyo UniversityFaculty of Sociology, Department of Media and Communication教授
  • 2013/06 - 2025/02  Japan Productivity Center経営アカデミー マーケティング戦略コースグループ指導講師
  • 2024/04 - 2024/09  Tokyo Keizai UniversityFaculty of Communication StudiesPart-time lecturer
  • 2022/04 - 2024/03  Toyo UniversityFaculty of Sociology Department of Media and Communication学科長
  • 2021/04 - 2023/09  Musashi UniversityFaculty of Sociology非常勤講師
  • 2018/12 - 2019/09  FUJI SOFT INCORPORATEDMarketing advisor
  • 2016/04 - 2019/03  Toyo University大学院社会学研究科社会学専攻准教授
  • 2015/04 - 2019/03  Toyo UniversityFaculty of Sociology, Department of Media and Communication准教授
  • 2017/05 - 2018/03  FUJI SOFT INCORPORATEDMarketing theory lecturer
  • 2015/04 - 2017/03  Takachiho UniversityFaculty of Commerce非常勤講師
  • 2014/04 - 2015/03  Toyo UniversityFaculty of Sociology, Department of Media and Communication非常勤講師
  • 2012/04 - 2015/03  Takachiho UniversityFaculty of CommerceAssociate Professor
  • 2012/04 - 2013/03  Meiji UniversitySchool of Business Administration, Department of Public Management非常勤講師
  • 2008/04 - 2012/03  Takachiho UniversityFaculty of CommerceAssistant Professor
  • 2007/04 - 2008/03  Hitotsubashi UniversityGraduate School of Commerce and ManagementJunior Fellow

Education

  • 2003/04 - 2007/03  Hitotsubashi University  Graduate Schoool of Commerce and Management  Marketing / Money and Finance Major, Doctoral Course
  • 2001/04 - 2003/03  Hitotsubashi University  Graduate School of Commerce and Management  Marketing / Money and Finance Major, Master's Course
  • 1995/04 - 1999/03  Waseda University  Faculty of Commerce

Association Memberships

  • Japan Association for Media, Journalism and Communication Studies; JAMS (formerly The Japan Society for Studies in Journalism and Mass Communication; JSSJMC)   European Public Relations Education and Research Association   Japan Marketing Academy   Japan Association for Consumer Studies (JACS)   Japan Fofum of Buniness and Society（JFBS）   Japan Institute of Marketing Science (JIMS)   Japan Society of Marketing and Distribution (JSMD)   Japan Society for Corporate Communication Studies   Japan Academy of Advertising   

Published Papers

  • Makiko Kawakita; Yasushi Sonobe
    Japan Marketing Journal Japan Marketing Academy 42 (4) 27 - 38 0389-7265 2023/03 [Refereed][Invited]
  • The Prestige Effects of Sponsorship on Attitudes toward Corporate Brands and Art Events
    Sonobe, Yasushi; Kawakita, Makiko
    Japan Forum of Business and Society Annals (9) 42 - 58 2020/09 [Refereed]
  • Introduction: Strategic communication between companies and society
    Sonobe, Yasushi
    Japan Forum of Business and Society Annals (8) 1 - 16 2019/09 [Invited]
  • Humor and memorable experience in video sharing websites effect on attitude toward video and intention: Quantitative analyses using sightseeing PR video
    Sonobe,Yasushi; Aota,Tomoki; Kikutani,Masayoshi; Kobayashi,Takahiro; Sakamoto,Katsuya; Sato,Hironori; Fukuda,Tetsuya
    Corporate Communication Studies (23) 93 - 105 2019/08 [Refereed]
  • Quantitative research on the ambassador program of a cultural arts organization: The influence of volunteer motivation on commitment
    Kawakita, Makiko; Sononbe, Yasushi
    Corporate Communication Studies (23) 67 - 79 2019/08 [Refereed]
  • Brand alliance with professional sports teams - Adaptation to new benefits through licensing -
    Yasushi Sonobe; Imon,Masaaki; Ebara,Takuji; Sagara,Toshiyuki; Matsunaga,Hisashi
    “Japan Marketing Academy Conference Proceedings” Japan Marketing Academy 6 250 - 261 2017/10 [Refereed]
  • Sonobe, Yasushi
    Jjapan Marketing Journal, Japan Marketing Society 日本マーケティング協会 37 (1) 139 - 156 0389-7265 2017/06 [Invited]
  • KAWAKITA Makiko; SONOBE Yasushi
    Corporate communication studies, Japan Society for Corporate Communication Studies 日本広報学会 (20) 4 - 20 1343-1390 2016/03 [Refereed]
  • Ohira,Shuji; Stanislawski,Sumire; Sonobe,Yasushi
    "Nikkei Advertising Research Institute Report" Nikkei Advertising Research Institute 日経広告研究所 50 (285) 10 - 17 0389-4916 2016/02 [Invited]
  • Consuming to Help: Post-Disaster Consumption in Japan
    Sumire Stanislawski; Shuji Ohira; Yasushi Sonobe
    Asia-Pacific Advances in Consumer Research, Association for Consumer Research 11 76 - 79 2015/11 [Refereed]
  • Study of Social Consumers in Japan: Clarification of Decision-Making Processes of CRM Products
    Ohira,Shuji; Sonobe,Yasushi; Stanislawski,Sumire
    Journal of Marketing & Destribution, Japan Society Of Marketing & Distribution 17 (4) 61 - 89 2015/05 [Refereed]
  • Japanese Consumers' Responses to Cause-Related Marketing on Product Packaging
    Sumire Stanislawski; Yasushi Sonobe; Shuji Ohira
    CSR and Corporate Governance, Business and Society Series 3 161 - 183 2014/12 [Refereed]
  • Green Consumption and the Theory of Planned Behavior in the Context of Post-Megaquake Behaviors in Japan
    Stanislawski, Sumire; Yasushi Sonobe; Shuji Ohira
    Advances in Consumer Research, Association for Consumer Research 41 321 - 325 2014/12 [Refereed]
  • Solving social issues through consumption
    Ohira, Shuji; Sonobe, Yasushi; Stanislawski, Sumire
    “Sustainable Development and Innovation” Japan Forum of Business and Society, Chikura Shobo 115 - 142 2013/09 [Invited]
  • A study on Japan's social consumers - Elucidation of the decision-making process for donated products -
    Ohira, Shuji; Sonobe, Yasushi; Stanislawski, Sumire
    Conference Proceedings of the 63rd National Research Conference of Japan Society Of Marketing & Distribution 253 - 262 2013/05 [Refereed]
  • Furukawa,Ichiro; Sonobe,Yasushi
    Hitotsubashi review of commerce and management 白桃書房 5 (1) 2 - 18 1881-1434 2010/05
  • Marketing for social capital revitalization: Study of marketing award-winning cases
    Furukawa,Ichiro; Sonobe,Yasushi
    Frontier of Japanese Business Studies: Hitotsubashi University Japanese Business Research Center Research Annual Report (6) 67 - 88 2010/03
  • Sonobe,Yasushi
    Journal of Marketing & Distribution, Japan Society Of Marketing & Distribution Japan Society of Marketing and Distribution 10 (3) 37 - 49 1345-9015 2008/03 [Refereed]
  • The communication effects of social philanthropy expected by companies: Improving corporate credibility through congruency with business domain and altruism
    Sonobe,Yasushi
    Frontier of Japanese Business Studies: Hitotsubashi University Japanese Business Research Center Research Annual Report (3) 21 - 38 2007/03 [Refereed]
  • Communication effects of corporate social philanthropy: Improving corporate credibility through congruency with business domain
    薗部靖史
    一橋大学大学院商学研究科 博士学位論文 1 - 291 2007/03 [Refereed]
  • Sonobe,Yasushi
    Hitotsubashi review of commerce and management, Hitotsubashi University Graduate School of Commerce 白桃書房 1 (1) 75 - 86 1881-1434 2006/05 [Refereed]
  • Internet Community and Corporate Communication: The Case of Honda's Travel Dog Website
    Sonobe,Yasushi
    Master's degree thesis, Graduate School of Commerce, Hitotsubashi University 1 - 122 2003/03 [Refereed]

Books etc

  • Art Place and Public Relations: What do companies and organizations gain from supporting the arts?
    Kawakita Makiko; Sonobe Yasushi (Joint work)YUHIKAKU PUBLISHING 2022/12 9784641166059
  • The 1st step to data analysis
    古川一郎; 上原渉; 鎌田裕美; 飯島聡太朗; 薗部靖史; 金春姫 (Joint work第Ⅲ部 広告のデータを使って平均値の差の検定を学ぶ, pp.107-150: 第8章 広告を取り巻く環境と広告の理論, pp.109-122, 第9章 インタビューと実験によるデータ収集, pp.123-136, 第10章 未完成広告テストから導かれる広告表現計画, pp.137-150)碩学舎 2022/09 9784502436413
  • Sekiya, Naoya; Sonobe, Yasushi; Kitami, Koichi; Ibuki, Yusuke; Kawakita, Makiko (Joint workChapter 2: Stakeholders and Organizational Social Responsibility, pp. 23-37, Chapter 11: Social Philanthropy and Public Relations, pp. 182-198, Chapter 14: Public Relations for Nonprofit Organizations, pp. 237-252)Yuhikaku 2022/09 9784641184596 xix, 295p
  • Basic Encyclopedia of Media Terms [2nd ed.]
    Sonobe,Yasushi (Contributorp.231, Stealth Marketing)Sekaishisosha-Kyogakusha 2019/05 9784790717324
  • Introduction to Public Relations : Theory and Practice
    Ibuki, Yusuke; Kawakita, Makiko; Kitami, Koichi; Sekiya, Naoya; Sonobe, Yasushi (Joint workChapter 2, "Stakeholders and Organizational Social Responsibility" (pp. 25-37); Chapter 11, "Social Philanthropy and Public Relations" (pp. 181-196); Chapter 14, "Public Relations for Nonprofit Organizations" (pp. 235-250))Yuhikaku 2014/09 9784641184213
  • Marketing for Community Revitalization
    Furukawa,Ichiro, editor; Sonobe,Yasushi; Uehara,Wataru; Jin, Chunji; Kamata,Hiromi (Joint workChapter 2: Irodori: The First Leafy Business in Depopulated Areas (co-authored), Chapter 3: Maido No. 1: Marketing for Social Capital Regeneration (co-authored), Chapter 4: Cyber Silk Road Hachioji: IT Platform Connecting People, pp. 133-165)Yuhikaku 2011/12 9784641163911
  • Marketing Theory
    Shigeyuki Niitsu; Masato Shoji (Joint workChapter 10 "Marketing Information," pp. 175-193)Hakuto-Shobo 2008/05 9784561651710

Conference Activities & Talks

  • Mutual spillover effects of perceived prestige in arts support: Examining the influence on attitudes and the moderating effect of proximity  [Not invited]
    Sonobe, Yasushi; Kawakita, Makiko
    EUPRERA (The European Public Relations Education and Research Association) 25th Annual Congress in University of Bucharest, Romania  2024/09  Oral presentation
  • Does art support lead to consumer purchasing behavior? : Soft selling strategy through spatial media sponsorship  [Invited]
    Sonobe, Yasushi
    Japan Society of Marketing and Distribution, Kanto Division, July Division's Study Group (Keio University Mita Campus)  2024/07  Oral presentation
  • Quantitative analysis of mutual spillover effects of perceived prestige in arts support: Attitude improvement and moderation by proximity  [Not invited]
    Sonobe, Yasushi
    Japan Institute of Marketing Science,115th Research Conference (Meijo University)  2024/06  Oral presentation
  • Mutual Spillover Effects between the Brand and the Spatial Media in Arts Support: The Adjustability of Perceived Prestige Proximity  [Not invited]
    Sonobe, Yasushi; Kawakita, Makiko
    27th Annual International Public Relations Research Conference (DoubleTree by Hilton Orlando Downtown)  2024/03  Oral presentation
  • Mutual spillover effects of brand and spatial media in arts support: Moderation by proximity of perceived prestige  [Not invited]
    Sonobe, Yasushi
    14th Asian Marketing Research Report “Art Support and Corporate Image” (Hitotsubashi University Chiyoda Campus)  2024/02  Oral presentation
  • The role of corporate arts support: Sharing experiences at Art Place  [Not invited]
    Kawakita,Makiko; Sonobe,Yasushi
    96th The Japan Sociological Society Conference (Rissho University)  2023/10  Oral presentation
  • How Are Art Places Used for Communication?: Multiple Case Studies of Corporate Support in Japan  [Not invited]
    Kawakita, Makiko; Sonobe, Yasushi
    EUPRERA 24th Annual Congress (Charles University Prague)  2023/09  Oral presentation
  • Asia Marketing Research Project  [Invited]
    Sonobe, Yasushi
    Japan Marketing Academy, How to walk the conference: Research project (recorded participation)  2023/08  Public discourse
  • The editor and author of the book talk “Art Places and Public Relations – What to Gain from Supporting the Arts” (2022, Yuhikaku)  [Invited]
    Shikama, Yusuke; Kawakita, Makiko; Sonobe, Yasushi
    Japan Marketing Academy, 172nd Marketing Salon (Spring Research Project Festival, Online)  2023/03
  • The Impact of Art Sponsorship on Consumer Attitudes: Measuring Mutual Spillover Effects with Perceived Prestige and Involvement  [Not invited]
    Sonobe, Yasushi; Kawakita, Makiko
    26th International Public Relations Research Conference (DoubleTree by Hilton Hotel Orlando Downtown)  2023/03  Oral presentation
  • Mutual spillover effects of prestige through corporate arts support  [Invited]
    Sonobe, Yasushi; Kawakita, Makiko
    Japan Marketing Academy 7th (Online)  2023/01  Invited oral presentation
  • To find a research theme: How should I view my own research?  [Invited]
    Hirose, Morikazu; Sonobe, Yasushi
    Japan Academy of Advertising 53rd National Conference (Tokai University, Online)  2022/11  Nominated symposium
  • How to use “Part III: Learning to test the difference in means by using advertising data”  [Invited]
    Sonobe, Yasushi
    “Data Analysis from 1” Publication Commemoration Seminar (Sekigakusha, online distribution)  2022/10  Public discourse
  • Relationship between mutual spillover effects of arts support and consumer involvement  [Not invited]
    Sonobe, Yasushi; Kawakita, Makiko
    Japan Marketing Academy 11th Marketing Conference 2022 Poster Session (Hosei University)  2022/10  Poster presentation
  • Art place from the perspective of public relations  [Not invited]
    Kawakita,Makiko; Sonobe,Yasushi
    Japan Society for Corporate Communication, 28th National Research Presentation Conference (Higashi Nippon International University)  2022/10  Oral presentation
  • Relationship between Mutual Spillover Effects and Consumer Involvement through Sponsorship of the Arts  [Not invited]
    Sonobe, Yasushi; Kawakita, Makiko
    the 7th Word Social Marketing Conference (Brighton, online)  2022/09  Poster presentation
  • The Prestige Effects of Sponsorship on Attitudes toward Corporate Brands and Art Events: Explanation and Discussion  [Invited]
    Sonobe,Yasushi
    Japan Society for Corporate Communication, 19th Theoretical Research Subcommittee 2020 (Online)  2021/12  Invited oral presentation
  • Art Place and Public Relations  [Not invited]
    Kawakita, Makiko; Sonobe,Yasushi
    Japan Institute of Marketing Science, East Asian Consumer Behavior and Marketing Strategy Study Group (Online)  2021/07  Oral presentation
  • The relationship between prestige of sponsorship and attitudes toward corporate branding and the arts  [Invited]
    Kawakita, Makiko; Sonobe, Yasushi
    70th Research Conference of Japan Society Of Marketing & Distribution (Takushoku University, online)  2020/09  Oral presentation
  • Promotion Strategy: Overview and Practice of Marketing Communication  [Invited]
    Sonobe, Yasushi
    Lecture at Marketing Strategy Course, Japan Productivity Center, Academy of Management, Japan Productivity Center (Marubeni Tama Center Training Institute) June 27, 2019  2020/08  Public discourse
  • Why do companies get involved with the arts? Supporting the arts provides a competitive advantage  [Not invited]
    Kawakita, Makiko; Sonobe, Yasushi
    Japan Institute of Marketing Science, East Asian Consumer Behavior and Marketing Strategy Study Group (Online)  2020/07  Oral presentation
  • Role of Art in Facilitating Communication between Companies and Society: A Case Study of Benesse Art Site Naoshima  [Not invited]
    Makiko, Kawakita; Sonobe, Yasushi
    BledCom 2020 (video presentation)  2020/07  Oral presentation
  • The Effects of Prestige in Sponsorship on Attitude toward Corporate Brand and Art  [Not invited]
    Sonobe, Yasushi, Kawakita, Makiko
    23rd International Public Relations Research Conference (IPRRC, Downtown Orlando, FL, USA)  2020/03  Oral presentation
  • Market development through collaborative CSV strategy - Analysis of regional revitalization business by Snow Peak  [Not invited]
    Nomoto,Kenji; Iida,Masaru; Sasaki,Koichiro; Shinpo,Yusuke; Suzuki,Tatsuya; Furuya,Kazunori; Sonobe,Yasushi
    Japan Marketing Academy, 7th Marketing Conference 2019 Poster Session (Hosei University)  2019/10  Poster presentation
  • The prestige effect of sponsorship  [Not invited]
    Sonobe, Yasushi; Kawakita, Makiko
    Japan Marketing Accademy, Asia Marketing Research Project (Nanzan University)  2019/09  Oral presentation
  • Promotion Strategy: Overview and Practice of Marketing Communication  [Invited]
    Sonobe,Yasushi
    Lecture at Marketing Strategy Course, Japan Productivity Center, Academy of Management, Japan Productivity Center (Marubeni Tama Center Training Institute)  2019/06  Public discourse
  • A quantitative study on the similarity between corporate-sponsored arts and product brands  [Not invited]
    Sonobe, Yasushi; Kawakita, Makiko
    Japan Institute of Marketing Science, East Asian Consumer Behavior and Marketing Strategy Research Subcommittee (Kyoritsu Women's University)  2019/03  Oral presentation
  • Diversification of brands through Mécénat  [Not invited]
    Sonobe,Yasushi
    Japan Marketing Academy Research Project Joint Study Group (Spring Research Project Festival) Asian Marketing Research Report Meeting (Aoyama Gakuin University)  2019/03  Oral presentation
  • Video sharing sites and consumer behavior: The influence of humor and cognitive experience on attitudes toward videos and purchase intentions  [Not invited]
    Sonobe,Yasushi
    Japan Society for Corporate Communication 24th National Research Presentation Conference (Tokyo City University)  2018/10  Oral presentation
  • Relationship between Tourism PR Videos and Consumer Behavior: Effects of Humor and Simulated Experience on Attitude toward Advertising and Purchase Intentions  [Not invited]
    Aota Tomoki; Kikutani Masayuki; Kobayashi Takahiro; Sakamoto Katsuya; Sato Hironori; Fukuda Tetsuya; Sonobe Yasushi
    Japan Marketing Academy 6th Marketing Conference 2018 Poster Session (Waseda University)  2018/10  Poster presentation
  • Marketing Evaluation Indicators for Corporate Social Philanthropy  [Invited]
    Sonobe,Yasushi
    8th Annual Conference of Japan Forum of Business and Society, Cosponsored by Japan Society for Corporate Communication Studies, (Waseda University), Breakout Session Organized 1: CSR and Communication from the Perspective of Public Relations  2018/09  Invited oral presentation
  • Promotion Strategy: Overview and Practice of Marketing Communication  [Invited]
    Sonobe,Yasushi
    Lecture at Marketing Strategy Course, Japan Productivity Center, Academy of Management, Japan Productivity Center (Japan Productivity Center, Academy of Management)  2018/06  Public discourse
  • The Effect of Volunteer Motivation on Commitment to Cultural Institutions  [Not invited]
    Sonobe, Yasushi; Kawakita, Makiko
    103rd Annual Conference of the Japan Institute of Marketing Science (Osaka University of Economics)  2018/06  Oral presentation
  • The influence of motivation for volunteering on commitment—Quantitative survey of volunteer activities in classical music halls—  [Not invited]
    Kawakita, Makiko; Sonobe, Yasushi
    Consumer Behavior and Marketing Strategy in East Asia Research Group, Japan Institute of Marketing Science (Seijo University)  2018/05  Oral presentation
  • Research Ethics in Writing Papers  [Invited]
    Hirose, Morikazu; Praet, Carolus; Sonobe, Yasushi
    48th National Convention of Japan Academy of Advertising (Rissho University) Workshop  2017/10  Nominated symposium
  • Branding with professional sports teams: Adaptation to new benefits through licensing  [Not invited]
    Sonobe,Yasushi; Inoue,Masaaki; Ebara,Takuji; Sagara,Toshiyuki; Matsunaga, Hisashi
    Japan Marketing Academy, 5th Marketing Conference 2017 (Waseda University)  2017/10  Oral presentation
  • Brand alliance between professional sports teams and companies in different industries  [Not invited]
    Sonobe, Yasushi
    Japan Institute of Marketing Science, East Asian Consumer Behavior and Marketing Strategy Research Subcommittee (Seijo University)  2017/09  Oral presentation
  • Extending the brand of a professional sports team through licensing  [Invited]
    Sonobe, Yasushi
    Cultural Activities Marketing Study Group (Nanzan University)  2017/08  Oral presentation
  • Promotion Strategy: Overview and Practice of Marketing Communication  [Invited]
    Sonobe, Yasushi
    Japan Productivity Center, Academy of Management, Marketing Strategy Course, Lecture (Japan Productivity Center Management Academy)  2017/06  Public discourse
  • The Edutainment Platforms for Children, Parents and Company: Brand Strategy of KidZania in Japan  [Not invited]
    SONOBE Yasushi
    SY006588  2017/04  Oral presentation
  • Sponsorship strategy in work experience facilities - KidZania case study  [Invited]
    Sonobe, Yasushi
    Japan Society of Marketing and Distribution, Kanto Region, November Study Group (Aoyama Gakuin University)  2016/11  Oral presentation
  • Ouen Consumption: Deciding to Support Reconstruction in Japan through Cousumption  [Not invited]
    Stanislawski, Sumire, Shuji Ohira, Yasushi Sonobe
    2016 International Conference of Asian Marketing Associations (ICAMA) in Beijing (Peking University)  2016/10  Oral presentation
  • New developments in work experience facilities: From the perspective of sponsorship marketing  [Not invited]
    Sonobe,Yasushi
    Japan Marketing Academy, 4th Marketing Conference 2016, Research Project Session Asia Marketing Study Group (Waseda University)  2016/10  Oral presentation
  • Expanding the customer community in professional sports - Acquiring new fans at the Carp Girls' Association -  [Not invited]
    Sonobe,Yasushi; Imon, Masaaki; Ebara,Takuji; Sagara,Toshiyuki; Matsunaga,Hisashi
    Japan Marketing Academy, 4th Marketing Conference 2016, Poster Session (Waseda University)  2016/10  Poster presentation
  • Brand revitalization through indirect dialogue between professional sports teams and customer communities: A case study of the Hiroshima Toyo Carp and the Carp Girls' Association  [Invited]
    Sonobe,Yasushi; Imon, Masaaki; Ebara,Takuji; Sagara,Toshiyuki; Matsunaga,Hisashi
    文化活動のマーケティング研究会（南山大学）  2016/08  Invited oral presentation
  • Promotion strategy: Overview and practice of marketing communication  [Not invited]
    Sonobe,Yasushi
    Japan Productivity Center, Management Academy Marketing Strategy Course, Lecture (IPC Productivity International Exchange Center)  2016/07  Public discourse
  • Brand revitalization by professional sports teams and customer communities - through the case study of the Carp Girls' Association  [Not invited]
    Imon,Masaaki; Ebara,Takuji; SagaraT,oshiyuki; Matsunaga,Hisashi; Sonobe,Yasushi
    Japan Marketing Academy, Marketing Research Group from Asia (Seijo University)  2016/06  Oral presentation
  • The importance of targets in public relations: Who should you communicate what to?  [Invited]
    Sonobe,Yasushi
    Educational Public Relations Strategy Promotion Council by six cities in Tama, public symposium, “Thinking about future educational public relations” (Kokubunji City Honda Community Center)  2016/02  Public discourse
  • Marketing communication using philanthropy: Case studies of food education by food manufacturers  [Not invited]
    Sonobe,Yasushi
    Japan Academy of Advertising, 46th National Conference (Kyoto Sangyo University)  2015/10  Oral presentation
  • Quantitative analysis of journalists' reporting activities: The relationship between news value perception and the degree of emphasis on information sources and public relations efforts  [Not invited]
    Kawakita, Makiko; Sonobe,Yasushi
    Japan Society of Corporate Communication, 20th Anniversary Conference (University of Tokyo)  2015/09  Oral presentation
  • Branding through food education  [Invited]
    Sonobe, Yasushi
    Cultural Activities Marketing Study Group (Nanzan University)  2015/08  Invited oral presentation
  • What is public relations/PR?  [Not invited]
    Sonobe,Yasushi
    Council for the Promotion of Educational Public Relations Strategy by the Six Cities of Tama (1st meeting, Japan Productivity Center)  2015/07
  • Promotion Strategy: Overview and Practice of Marketing Communication  [Not invited]
    Sonobe, Yasushi
    Japan Productivity Center, Management Academy, Marketing Strategy Course, Lecture (Karuizawa Prince Hotel West)  2015/07  Public discourse
  • Consuming to Help: Post-Disaster Consumption in Japan  [Not invited]
    Stanislawski, Sumire; Shuji Ohira; Yasushi Sonobe
    Association for Consumer Research Asia-Pacific 2015 Conference （The Chinese University of Hong Kong）  2015/06  Oral presentation
  • Social Marketing  [Not invited]
    Sonobe,Yasushi
    Japan Productivity Center Management Academy, Marketing Strategy Course, Lecture (Marubeni Tama Center Training Institute)  2014/09  Public discourse
  • Philanthropy and PR  [Not invited]
    Sonobe,Yasushi
    Japan Institute of Marketing Science, East Asia Marketing Strategy Subcommittee (Seijo University)  2014/06  Oral presentation
  • Elucidating the decision-making process of social consumers: Comparison of environmentally friendly products and products with donations  [Not invited]
    Sonobe,Yasushi; Sumire, Stanislawski; Ohira,Shuji
    Japan Institute of Marketing Science, 94th Research Conference (Dentsu Hall)  2013/12  Oral presentation
  • Elucidating the decision-making process of social consumers: Comparison of environmentally friendly products and products with donations  [Not invited]
    Sonobe,Yasushi; Stanislawski,Smire; Ohira,Shuji
    Japan Institute of Marketing Science, East Asia Marketing Strategy Subcommittee (Hitotsubashi University)  2013/11  Oral presentation
  • Green Consumption and the Theory of Planned Behavior in the Context of Post-Megaquake Behaviors in Japan  [Not invited]
    Stanislawski, Sumire; Yasushi Sonobe; Shuji Ohira
    Association for Consumer Research North American Conference 2013 （Hilton Palmer House Hotel, Chicago, IL）  2013/10  Oral presentation
  • Japanese Consumers’ Responses to CSR Messages on Product Packaging  [Not invited]
    Sumire Stanislawski; Yasushi Sonobe; Shuji Ohira
    JFBS 3rd Annual Conference International CSR Conference  2013/09  Oral presentation
  • Social Marketing  [Not invited]
    Sonobe,Yasushi
    Japan Productivity Center, Management Academy Marketing Strategy Course, Lecture (Japan Productivity Center Management Academy)  2013/09  Public discourse
  • Green Consumption and the Theory of Planned Behavior in the Context of Post-Megaquake Behaviors in Japan  [Not invited]
    Stanislawski, Sumire; Yasushi Sonobe; Shuji Ohira
    The Study Group of East Asia Marketing Strategy in Japan Institute of Marketing Science  2013/08  Oral presentation
  • A study on Japan's social consumers - Elucidation of the decision-making process for donated products -  [Not invited]
    Sonobe,Yasushi; Stanislawski,Smire; Ohira,Shuji
    Japan Society of Marketing and Distribution, 63rd National Research Conference, International Journal of Marketing & Distribution Session (Ritsumeikan University)  2013/05  Oral presentation
  • Elucidating the consumption decision-making process of Social Consumers  [Not invited]
    Stanislawski,Sumire; Sonobe,Yasushi; Ohira,Shuji
    Japan Forum of Business and Society 2nd Term Grant Research Program Study Group (Waseda University)  2013/04  Oral presentation
  • Solving social issues through consumption  [Not invited]
    Ohira,Shuji; Stanislawski,Sumire; Sonobe,Yasushi
    Japan Forum of Business and Society 2nd Annual Conference (Waseda University)  2012/09  Oral presentation
  • Solving social issues through consumption  [Invited]
    Sonobe, Yasushi; Stanislawski,Sumire; Ohira,Shuji
    Japan Forum Business and Society 5th East Japan Subcommittee  2012/07
  • Quantitative research analysis on social consumers  [Not invited]
    Sonobe, Yasushi; Stanislawski,Sumire; Ohira,Shuji
    Japan Institute of Marketing Science 91st Research Conference (Nagoya University)  2012/06  Oral presentation
  • Discovery of social consumers in Japanese society - The emergence of solutions to social issues through consumption -  [Not invited]
    Stanislawski,Sumire; Sonobe,Yasushi; Ohira,Shuji; Nakama,Daisuke
    63rd National Conference of Japan Society for Commodity Science (Chiba University of Commerce)  2012/06  Oral presentation
  • Quantitative research analysis on social consumers  [Not invited]
    Sonobe,Yasushi; Stanisloski,Sumire; Ohira,Shuji
    Japan Institute of Marketing Science, East Asia Marketing Strategy Subcommittee (Seijo University)  2012/05  Oral presentation
  • Solving social issues through consumption: Current situation with social products  [Not invited]
    Sonobe,Yasushi; Stanislawski,Sumire; Ohira,Shuji
    Japan Forum of Business and Society 2011 Granted Research Project 3rd Conference (Hitotsubashi University Industry-Academia Collaboration Center)  2012/03  Oral presentation
  • Solving social issues through consumption: From a questionnaire survey after the Great East Japan Earthquake  [Not invited]
    Sonobe,Yasushi; Stanisloski,Sumire; Ohira,Shuji
    Japan Forum of Business and Society 2011 Granted Research Project 2nd Workshop (Hitotsubashi University Industry-Academia Collaboration Center)  2012/01  Oral presentation
  • Solving social issues through consumption: Changes in consciousness before and after the Great East Japan Earthquake  [Not invited]
    Sonobe,Yasushi; Stanislawski,Sumire; Ohira,Shuji
    Japan Forum of Business and Society 2011 Granted Research Project 1st Study Group (Hitotsubashi University Industry-Academia Collaboration Center)  2011/11  Oral presentation
  • Report on the activities of the Reputation Research Subcommittee - Consideration from conceptual, management, stakeholder, and media perspectives -  [Not invited]
    Ishikawa,Keiko; Araki,Yoji; Sonobe,Yasushi
    Japan Society for Corporate Communication Studies, 17th Research Presentation Conference (Tokyo Keizai University)  2011/10  Oral presentation
  • Social Philanthropy improving corporate credibility: Considerations based on comparative analysis  [Not invited]
    Sonobe,Yasushi
    Japanese Society of Marketing and Distribution, Kanto Region December Study Group (Aoyama Gakuin University)  2010/12  Oral presentation
  • The influence of altruism in corporate philanthropy and its compatibility with business domain on corporate credibility  [Not invited]
    Sonobe,Yasushi
    Japan Society for Corporate Communication Studies 16th Research Presentation Conference (Kyoto Sangyo University)  2010/11  Oral presentation
  • Corporate Philanthropy and Credibility  [Not invited]
    Sonobe,Yasushi
    Japan Society for Corporate Communication Studies, Reputation Research Subcommittee (Gala Buzz Co., Ltd.)  2010/10  Oral presentation
  • Empirical research on the impact of corporate philanthropy on its credibility - Effect measurement focusing on the matchup hypothesis between companies, philanthropies, and consumers -  [Not invited]
    Sonobe,Yasushi
    Japan Institute of Marketing Science, East Asia Marketing Strategy Subcommittee (Maru Building Hitotsubashi University Industry-Academia Collaboration Center)  2010/07  Oral presentation
  • Ethics of corporate communication using new citizen media  [Not invited]
    Ohnuma,Hirofumi; Sonobe,Yasushi
    Japan Society of Corporate Communication 14th Research Presentation Conference (Hokkaido University)  2008/10  Oral presentation
  • The potential of corporate websites as promotional tools: A case study of "Honda Dog"  [Not invited]
    Sonobe,Yasushi
    Japanese Society of Marketing and Distribution, Kanto Region December Study Group (Waseda University)  2007/12  Oral presentation
  • Communication effects of corporate philanthropy: Impact on corporate credibility  [Not invited]
    Sonobe,Yasushi
    The 38th National Conference of Japan Academy of Advertising (Mielparque Kyoto; co-sponsored by Kansai University, Kwansei Gakuin University, Doshisha University, and Ritsumeikan University)  2007/12  Oral presentation
  • The actual state of public relations activities of Japanese companies in China - Focusing on social contribution activities -  [Not invited]
    Sonobe,Yasushi
    Japan Society of Corporate Communication 13th Research Presentation Conference (Gakushuin University)  2007/11  Oral presentation
  • Selling products through the website - Acquiring new customers by extending the brand -  [Invited]
    Sonobe,Yasushi
    General subject B (Takachiho University)  2007/11  Public discourse
  • Corporate philanthropy to gain credibility: Interviews with companies regarding congruity with their business domain  [Not invited]
    Sonobe,Yasushi
    Japan Society of Corporate Communication 12th Research Presentation Conference (Edogawa University)  2006/11  Oral presentation
  • The relationship between philanthropy on corporate-owned websites and corporate creativity  [Not invited]
    Sonobe,Yasushi
    77th Conference of the Japan Institute of Marketing Science (Tohoku University)  2005/06  Oral presentation
  • Fostering empathy for brands using community sites  [Not invited]
    Furukawa,Ichiro; Sonobe,Yasushi; Uehara,Wataru
    75th Conference of the Japan Institute of Marketing Science (Fukuoka University)  2004/06  Oral presentation

MISC

  • Art Place in Corporate Communications
    Sonobe,Yasushi  Bulletin of Nikkei Advertising Research Institute  328-  44  -44  2023/04  [Invited]
  • What is the “business with high social value” that is really needed now?
    Sonobe, Yasushi  Public Relations Magazine "Kakehashi", Industrial Employment Security Center of Japan  37-  (2)  4  -7  2023/01  [Invited]
  • Building Public Relations through an Art Place —A Case Study of Benesse Art Site Naoshima
    Kawakita, Makiko; Sonobe, Yasushi  Japan Forum of Business and Society Annals  (10)  31  -40  2021/09  [Refereed]
  • Japan Society for Corporate Communication Studies, Report on Participation in the International Conference: Insights Gained from Presentations in the U.S.
    Yasushi, Sonobe  Kouho Kaigi, June  119  -119  2020/05  [Invited]
  • "Mecenat and Public Relations" Case Study 6. Embodies "Coexistence and Co-Prosperity" with the Local Community: Ube Industries Group Charity Concert
    Sonobe, Yasushi  Keizai Koho  41-  (3)  13  2019/03
  • "Mecenat and Public Relations" Case Studies 4. Collaborate with other organizations by leveraging its strengths: Pioneer "Let's listen to music with your body"
    Sonobe, Yasushi  Keizai Koho  41-  (1)  11  2019/01
  • Marketing Indices for Corporate Philanthropy
    Sonobe,Yasushi  The bulletin of the Faculty of Sociology, Toyo University  56-  (1)  69  -81  2018/12
  • Mecenat and Public Relations: Case Study 2. Enhance the Cultural Value of Automobiles and Employee Autonomy: Toyota Motor Corporation's Mecenat
    Sonobe,Yasushi  『経済広報』  40-  (11)  20  2018/11
  • OHIRA Shuji; STANISLAWSKI Sumire; SONOBE Yasushi  Chiba University of Commerce review  53-  (1)  59  -77  2015/09
  • Decision-making process of social consumers in Japan
    Ohira, Shuji; Sonobe, Yasushi; Stanislawski, Sumire  Yoshida Hideo Memorial Foundation 2013 (47th) Research Grant Report," Yoshida Hideo Memorial Foundation  1  -208  2014/03
  • Elucidating the Consumption Decision Process of Social Consumers: Consumption Decision Process of Environmentally Conscious Products and Products with Donations
    Ohira,Shuji; Sonobe,Yasushi; Stanislawski,Sumire  Japan Forum of Business and Society Working Paper, Japan Forum of Business and Society  1  -52  2014/01
  • 川北眞紀子; 伊吹勇亮; 薗部靖史  『経営情報学部論集』中部大学経営学部  27-  (1・2)  83  -100  2013/03
  • 伊吹勇亮; 川北眞紀子; 薗部靖史  『産業経済研究所紀要』中部大学産業経済研究所  23-  (23)  1  -23  2013/03
  • Solving Social Problems through Consumption: Discovering Social Consumers in Japan
    Ohira,Shuji; Sonobe,Yasushi; Stranislawski,Sumire  "Japan Forum of Business and Society Working Paper," Japan Forum of Business and Society  1  -108  2012/10
  • An Empirical Study on the Influence of Corporate Philanthropy on Its Credibility: Effect Measurement Focusing on the Match-Up Hypothesis among Coroporations, Coroporate Philanthropies, and Consumers
    Sonobe,Yasushi  "Yoshida Hideo Memorial Foundation Grant-in-Aid Research Report 2009," Yoshida Hideo Memorial Foundation  1  -127  2010/06
  • 薗部靖史  『高千穂論叢』高千穂学会  45-  (1)  1  -25  2010/05
  • 薗部靖史  Journal of Advertising Science  50-  (1)  79  -90  2009/06  [Refereed]
  • Communication Effectiveness of Corporate Philanthropy: Increasing Corporate Credibility through Congruence with Business Domain
    Sonobe, Yasushi  "PRIR," Senden Kaigi  50-  (1)  108  -109  2007/11  [Invited]
  • Relationship between company-owned websites and trust in the company
    Sonobe, Yasushi  Yoshida Hideo Memorial Foundation, "Report on Grant-in-Aid Research in Fiscal 2004," Yoshida Hideo Memorial Foundation.  1  -71  2005/03

Awards & Honors

  • 2023/11 The Japan Academy of Advertising The Japan Academy of Advertising Award 2023, Academic Book Division, Academic Award
     Art Place and Public Relations: What do companies and organizations gain from supporting the arts? japan_society 
    受賞者: Kawakita, Makiko;Sonobe, Yasushi
  • 2023/10 Japan Society for Corporate Communication Studies The 18th Japan Society for Corporate Communication Studies Award (Outstanding Research Encouragement Award)
     Art Place and Public Relations: What Do Companies and Organizations Gain from Supporting the Arts? japan_society 
    受賞者: Makiko Kawakita;Yasushi Sonobe
  • 2022/10 Japan Marketing Academy Marketing Conference 2022 Poster Session 2022 / Best Poster Award
     Mutual Spillover Effects of Arts Support and Consumer Involvement japan_society 
    受賞者: Sonobe, Yasushi;Kawakita, Makiko
  • 2021/10 Japan Society of Corporate Communication The 16th Japan Society of Corporate Communication Award (Research Encouragement Award)
     The Prestige Effects of Sponsorship on Attitudes toward Corporate Brands and Art Events japan_society 
    受賞者: Sonobe, Yasushi;Kawakita, Makiko
  • 2020/10 Japan Society of Corporate Communication 15th Japan Society of Corporate Communication Award (Research Encouragement Award)
     Humor and memorable experience in video sharing websites effect on attitude toward video and intention: Quantitative analyses using sightseeing PR video japan_society 
    受賞者: Yasushi Sonobe;Tomoki Aota;Masayoshi Kikutani;Takahiro Kobayashi;Katsuya Sakamoto;Hironori Sato;Tetsuya Fukuda
  • 2019/10 Japan Society of Corporate Communication The 14th Japan Society of Corporate Communication Award (Research Encouragement Award)
     Quantitative research on the ambassador program of a cultural arts organization: The influence of volunteer motivation on commitment: japan_society 
    受賞者: Kawakita, Makiko;Sonobe, Yasushi
  • 2018/10 Japan Marketing Academy Marketing Conference 2018 Poster Session 2018 / Best Poster Award
     Relationship between Tourism PR Videos and Consumer Behavior: Effects of Humor and Simulated Experience on Advertising Attitudes and Purchase Intentions japan_society 
    受賞者: Tomoki Aota;Masayoshi Kikutani;Takahiro Kobayashi;Katsuya Sakamoto;Hironori Sato;Tetsuya Fukuda;Yasushi Sonobe
  • 2016/10 Japan Marketing Academy Marketing Conference 2016 Poster Session 2016 / Best Poster Award
     Brand Activation by a Professional Sports Team and Customer Community: The Case of the Carp Girls Club japan_society 
    受賞者: Sonobe, Yaushi;Imon, Masaaki;Ebara, Takuji;Sagara Toshiyuki;Matsunaga, Hisashi
  • 2015/09 Japan Society of Corporate Communication The 10th Japan Society of Corporate Communication Award for Contributions to Education and Practice
     Introduction to Public Relations: Theory and Practice japan_society 
    受賞者: Ibuki, Yusuke;Kawakita, Makiko;Kitami, Kohichi;Sekiya, Naoya;Sonobe, Yasushi

Research Grants & Projects

  • International research on the organizational identity sharing function of spatial media supported by companies
    Japan Society for the Promotion of Science：Grants-in-Aid for Scientific Research
    Date (from‐to) : 2024/04 -2027/03 
    Author : Sonobe,Yasushi; Kawakita,Makiko
  • Research on building internal and external relationships through corporate arts support
    Japan Society for the Promotion of Science：Grants-in-Aid for Scientific Research
    Date (from‐to) : 2020/04 -2024/03 
    Author : Sonobe,Yasushi; Kawakita,Makiko
  • Research on building relationships with viewers and supporting companies by arts and cultural organizations
    Japan Society for the Promotion of Science：Grants-in-Aid for Scientific Research
    Date (from‐to) : 2017/04 -2020/03 
    Author : Kawakita,Makiko; Sonobe,Yasushi
  • Japanese social consumer decision-making process
    Hideo Yoshida Memorial Foundation：FY2013 Research Grant Project
    Date (from‐to) : 2013/04 -2014/03 
    Author : Ohira, Shuji; Sonobe, Yasushi; Stanislawski, Sumire
  • Elucidating the consumption decision-making process of Social Consumers
    Japan Forum of Business and Society：Research Grant Program 2012 (Sep 2012- Aug 2013)
    Date (from‐to) : 2012/09 -2013/08 
    Author : Ohira,Shuji; Stanislawski,Sumire; Sonobe,Yasushi
  • Solving social issues through consumption
    Japan Forum of Business and Society：Research Grant Program 2011 (Sep 2011- Aug 2012)
    Date (from‐to) : 2011/09 -2012/08 
    Author : Ohira,Shuji; Sonobe,Yasushi; Stanislawski,Sumire
  • Empirical research on the impact of corporate philanthropy on its credibility - Effect measurement focusing on the three-way matchup hypothesis between companies, philanthropies, and consumers
    Hideo Yoshida Memorial Foundation：FY2021 Research Grant Project
    Date (from‐to) : 2009/04 -2010/03 
    Author : Sonobe,Yausuhi
  • Social philanthropy that improves corporate credibility
    Hitotsubashi University Graduate School of Commerce, Japanese Enterprise Research Center：2006 “21st Century COE Program” Research Center Formation Subsidy
    Date (from‐to) : 2006/04 -2007/03 
    Author : Sonobe, Yasushi
  • Communication effects of corporate philanthropy
    Hitotsubashi University Graduate School of Commerce, Japanese Enterprise Research Center：FY2005 “21st Century COE Program” Research Center Formation Fund Subsidy
    Date (from‐to) : 2005/04 -2006/03 
    Author : Sonobe,Yasushi
  • The relationship between company-owned websites and its credibility
    Hideo Yoshida Memorial Foundation：FY2004 Research Grant Project
    Date (from‐to) : 2004/04 -2005/03 
    Author : Sonobe,Yasushi

Teaching Experience

  • Marketing theory
    Tokyo Keizai University
  • Media Communication Studies Seminar III
    Toyo University
  • Special Lecture on Social Informatics II
    Toyo University Graduate School of Sociology
  • PR theory
    Toyo University
  • Media Communication Studies Seminar II
    Toyo University
  • Basic seminar on media communication studies
    Toyo University
  • Advertising Theory
    Toyo University
  • Social research and practice
    Toyo University
  • Public Relations Theory
    Musashi University
  • Corporate communication theory
    Musashi University
  • Seminar Ⅳ
    Takachiho University
  • Media Communication Studies Seminar I
    Toyo University
  • Semminer Ⅲ
    Takachiho University
  • Semminer Ⅱ
    Takachiho University
  • SemminerⅠ
    Takachiho University
  • Marketing Theory
    Takachiho University
  • Marketing Information Theory
    Takachiho University
  • Public Marketing Theory
    Meiji University
  • Introductory seminar
    Hitotsubashi University

Committee Membership

  • 2021/04 - Today   Japan Marketing Academy   Executive Director: Vice-Chairman of Planning and Administration
  • 2016/10 - Today   Japan Academy of Advertising   Vice-Chairman of the Editorial Board
  • 2013/10 - Today   Kanto Division of the Japan Academy of Advertising   Trustee
  • 2021/05 -2022/02   Commissioned by the Ministry of Health, Labour and Welfare, FY2021: Committee for the Provision of Comprehensive Information on Promotion of Women's Activities and Support for Balancing Work and Family Life   Committee Member
  • 2019/07 -2021/06   Japan Society for Corporate Communication Studies   Journal Committee, Executive Director
  • 2019/04 -2021/03   Japan Marketing Academy   Executive Director: Committee Member of Planning and Administration
  • 2017/06 -2019/06   Japan Society for Corporate Communication Studies   Director in the Research Committee
  • 2017/06 -2019/03   Japan Marketing Academy   Director: Vice-Chairperson of Planning and Administration
  • 2018/05 -2018/10   Japan Society for Corporate Communication Studies   Conference Organizing Committee Member
  • 2015/06 -2017/06   Japan Society for Corporate Communication Studies   Business Committee Director
  • 2010/10 -2016/09   Japan Academy of Advertising   Member of the Editorial Board
  • 2015/07 -2016/02   Council for the Promotion of Strategies on Education and Public Affairs in the Six Cities of Tama   Chairperson
  • 2014/12 -2015/09   Japan Society for Corporate Communication Studies   20th Anniversary Convention Steering Committee
  • 2012/04 -2013/06   Japan Society for Corporate Communication Studies   Member of the Business Committee

Media Coverage

Other link

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