Year: 2024
Type: article
Abstract: This study explores the intersection of neuromarketing and neurobranding-disciplines that merge neuroscience, psychology, and marketing to unravel the subconscious and emotional drivers of consumer behavior.Neuromarketing examines how consumers respond to marketing stimuli using tools like fMRI, EEG, eye-tracking, and biometric sensors to capture real-time neural and physiological responses.Neurobranding extends this approach to focus on cultivating long-term emotional and cognitive connections between brands and consumers, exploring how brand elements such as visuals, storytelling, and sensory triggers influence loyalty and memory.Through a literature review and conceptual synthesis, this research constructs a unified framework that maps brand stimuli to neural responses and consumer outcomes.Managerial implications highlight how brands can leverage these insights to craft emotionally resonant messaging and sensory-rich experiences.The study also identifies research gaps-including methodological constraints and ethical considerationsand suggests future directions integrating AI-driven analysis and real-world validity.Ultimately, this paper underscores the transformative potential of merging neuroscience and branding to foster deeper, more authentic brand-consumer relationships.
Author: Martina Jency J
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4413768576