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TAGASHIRA Takumi
Graduate School of Business Administration / Division of Business Administration
Associate Professor

  • Profile

    Takumi Tagashira is Associate Professor of Marketing at Hitotsubashi University, Japan. He obtained a Ph.D. from Kobe University, and his research interests lie in retailing, social media marketing, and consumer behavior. Takumi has published papers in several academic journals, such as Journal of Interactive Marketing, Marketing Letters, Journal of Business Research, and Journal of Retailing and Consumer Services.

Researcher basic information

■ Research Areas
  • Humanities & social sciences / Commerce

Research activity information

■ Award
  • Nov. 2023 吉田秀雄記念事業財団, 常勤研究者の部 奨励賞, ソーシャルメディアにおける炎上、購買行動と企業行動に関する理論･実証的研究
    田頭拓己, 原泰史, 松井剛, 松井彩子

  • Jul. 2018 Global Marketing Conference, 2018 Global Marketing Conference, Best Track Paper Award, Do narcissists engage more with luxury brands? Exploring the role of vanity on compulsive social media usage

  • Nov. 2014 Japan Association for Consumer Studies, JACS-IBM Research Proposal Award: Award for Excellence, 消費者の小売店舗選択に関する実証研究: Multiple store patronageに基づく複数店舗利用ついての考察

■ Paper
  • Takumi Tagashira
    Springer Science and Business Media LLC, Mar. 2023, Marketing Letters, 34, 483 - 496, English
    [Refereed]
    Scientific journal

  • Takumi Tagashira
    Elsevier BV, May 2022, Journal of Retailing and Consumer Services, 66(May) (May), 102903 - 102903, English
    [Refereed]
    Scientific journal

  • Sneaking the Dark Side of Brand Engagement into Social Media: The Dual Theory of Passion (jointly worked)
    Shintaro Okazaki, Florian Schuberth, Takumi Tagashira, Victoria Andrade
    2021, Journal of Business Research, 130(June) (June), 493 - 505, English
    [Refereed]
    Scientific journal

  • Takumi Tagashira, Chieko Minami
    Jun. 2019, Journal of Interactive Marketing, 47(August) (August), 68 - 83, English
    [Refereed]
    Scientific journal

  • An empirical research on the relationship between MD standardization, retail expansion, and performance (jointly worked)
    Takumi Tagashira, Fumikazu Morimura
    Apr. 2017, Journal of Marketing and Distribution, 20(1) (1), 1 - 21, Japanese
    [Refereed]
    Scientific journal

  • Takumi Tagashira, Chieko Minami
    Elsevier Australia, May 2016, Australasian Marketing Journal, 24(2) (2), 116 - 124, English
    [Refereed]
    Scientific journal

  • Effects of Multichannel Retailing on Cost Structure
    Takumi Tagashira
    Kobe University, Mar. 2016, Rokkodai Ronshu, 62(4) (4), 1 - 10, Japanese
    Scientific journal

  • User Acceptance of New Technology-Based Taylor Made Services (jointly worked)
    Takumi Tagashira, Chieko Minami, Fumikazu Morimura
    Jan. 2016, Marketing Journal, 35(3) (3), 5 - 25, Japanese
    Scientific journal

■ MISC
  • MANAGING RETAIL MARKETING STRATEGY IN AN OMNICHANNEL ENVIRONMENT
    Takumi Tagashira
    Lead, Mar. 2024, 一橋ビジネスレビュー, 71(4) (4), 18 - 31
    [Invited]

■ Books And Other Publications
  • マーケティングの力 : 最重要概念・理論枠組み集
    恩蔵, 直人, 坂下, 玄哲
    Contributor, 6-1 マーケティング効果測定, pp. 248-250, 有斐閣, May 2023, Japanese, ISBN: 9784641166134

  • Advertising Theory (Routledge Communication Series) (jointly worked)
    Shintaro Okazaki, Takumi Tagashira
    Contributor, Mobile Advertising: Current and Future Research Directions, Routledge, May 2019, 325～340, English, ISBN: 0815382502
    Scholarly book

■ Lectures, oral presentations, etc.
  • Cross-Channel Integration and Myopic Marketing Management: Implications for Retailer Performance in Omni-channel Retailing
    Takumi Tagashira
    54th Annual Conference of the European Marketing Academy 2025, May 2025, English
    Oral presentation

  • CUSTOMER VALUE CREATION BY MULTICHANNEL RETAILER’S WAREHOUSE AUTOMATION: THE EFFECTS ON SALES
    Takumi Tagashira
    2020 AMA Summer Academic Conference, Aug. 2020, English, International conference
    Oral presentation

  • How does warehouse automation contribute to multichannel retailers’ performance?
    田頭 拓己
    日本応用経済学会2019年度秋季大会, Oct. 2019, Japanese, 日本応用経済学会, 東京, Domestic conference
    Oral presentation

  • How does warehouse automation contribute to multichannel retailers' performance?
    Takumi Tagashira
    King's Business School Research Seminars in Marketing, Oct. 2019, English, King's Business School, King's College London, Bush house, London, UK, International conference
    [Invited]
    Oral presentation

  • An Empirical Study on the Relationship between Cross-Channel Integration and Offline Store Patronage Behavior
    Takumi Tagashira, Chieko Minami
    2019 Academy of Marketing Science Annual Conference, May 2019, Japanese, Academy of Marketing Science, Vancouver, British Columbia, Canada, International conference
    Oral presentation

  • Understanding the Antecedents of Reverse Innovations: Developing a Comprehensive Conceptual Framework
    Shintaro Okazaki, Takumi Tagashira, Victoria Andrade
    2019 Academy of Marketing Science Annual Conference, May 2019, English, Academy of Marketing Science, Vancouver, British Columbia, Canada, International conference
    Oral presentation

  • The effects of cross-channel integration on cost efficiency in Japanese retail industry
    田頭 拓己
    Summer Workshop on Economic Theory, Aug. 2018, Japanese, 小樽商科大学、北海道, Domestic conference
    Oral presentation

  • What can we learn from traumatic experience? From the perspectives of cross-cultural consumer behavior
    Shintaro Okazaki, Rayan Fawaz, Takumi Tagashira
    2018 Global Marketing Conference, Jul. 2018, English, Global Marketing Conference, Tokyo, International conference
    Oral presentation

  • Do narcissists engage more with luxury brands? Exploring the role of vanity on compulsive social media usage
    Shintaro Okazaki, Takumi Tagashira
    2018 Global Marketing Conference, Jul. 2018, English, Global Marketing Conference, Tokyo, International conference
    Oral presentation

  • The effects of cross-channel integration on cost efficiency in Japanese retail industry
    田頭 拓己
    日本応用経済学会2018年度春季大会, Jun. 2018, Japanese, 日本応用経済学会, 京都大学、京都, Domestic conference
    Oral presentation

  • How Mortality Salience and Risk Perceptions Shape Cross-Cultural Consumer Behaviours: A Tale of Three Cities
    Rayan Fawaz, Shintaro Okazaki, Takumi Tagashira
    47th EMAC Annual Conference, May 2018, English, European Marketing Academy, Glasgow, Scotland, UK, International conference
    Oral presentation

  • The effects of cross-channel integration on cost efficiency
    Takumi Tagashira
    日本商業学会第６回全国研究報告会, Dec. 2016, Japanese, 日本商業学会, 学習院大学、東京, Domestic conference
    Oral presentation

  • Cost Efficiency of Multiple Store Retailers: A Comparison of Purchasing and Store Operation Costs
    Takumi Tagashira, Chieko Minami
    2015 Academy of Marketing Science Annual Conference, May 2015, English, Academy of Marketing Science, Denver, Colorado, USA, International conference
    Oral presentation

  • An empirical study on the relationship between retailers' business expansion and efficiency: Analysis of sales-driven and cost driven efficiency
    Takumi Tagashira
    2014 Global Marketing Conference, Jul. 2014, English, Global Marketing Conference, Singapore, International conference
    Oral presentation

■ Affiliated Academic Society
  • European Marketing Academy

  • 日本応用経済学会

  • Academy of Marketing Science

  • 日本消費者行動研究学会

  • 日本商業学会

■ Research Themes
  • Technological developments for customer journey management in omnichannel retailing
    田頭 拓己
    Japan Society for the Promotion of Science, Grants-in-Aid for Scientific Research Grant-in-Aid for Early-Career Scientists, Grant-in-Aid for Early-Career Scientists, Hitotsubashi University, Apr. 2022 - Mar. 2026

  • チャネルDXにおける小売企業のサプライヤー・エンクローチメントへの対抗と協業
    南 知惠子, 結城 祥, 高嶋 克義, 西岡 健一, 金 昌柱, 田頭 拓己
    日本学術振興会, 科学研究費助成事業, 基盤研究(B), 神戸大学, 01 Apr. 2022 - 31 Mar. 2025

  • Studies on consumer behavior and firm's reactions in the online firestorm context
    Takeshi Matsui, Yasushi Hara, Ayako Matsui
    Yoshida Hideo Memorial Foundation, Research Grant, Hitotsubashi University, Apr. 2021 - Mar. 2023, Principal investigator

  • 小売企業のオムニチャネル化に伴 う消費者行動と企業成果に関する変化
    田頭拓己
    科学研究費助成事業, 若手研究, Apr. 2018 - Mar. 2022, Principal investigator
    Competitive research funding

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