Naslov
Opening Pandora's Box: Neuromarketing and Brand Image

Autori
Jukić, Dinko

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
DOKBAT 2019 - 15th Annual International Bata Conference for Ph.D. Students and Young Researchers / Ondra, Pavel - Zlín : Zlín: Tomas Bata University ; Faculty of Management and Economics, 2019, 512-524

ISBN
978-80-7454-893-2

Skup
Management & economics in the digital era

Mjesto i datum
Zlín, Češka Republika, 06.11.2019. - 07.11.2019

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
neuromarketing, brand, image, message, emotion

Sažetak
The paper presents the deconstruction of brand image in terms of neuromarketing and consumer behaviour theory. This paper reviews the findings from the neuroscience literature on encoding of utility in the customer brain, and provide explanations to brand phenomenon. We place particular emphasis on consumer image and impression models, as neuromarketing enables us to more accurately identify consumers' unconscious, emotional reactions when creating a marketing message. The purpose of this paper is to analyse and discuss neuromarketing from aspect of brand image. It is based on Kapferer's theory of brand identity and Damasio's theory of emotions. From the consumer's point of view, the brand represents a symbol built on impressions, associations and emotions. The problem of brand loyalty appears as a reflection of brand symbol and its image. Neuromarketing unites medicine, psychology, neurology and marketing in its interdisciplinary approach. Thus, it is an application of neuroscientific research aimed at understanding subconscious dispositions of consumer behaviour. For this purpose, neuromarketing most commonly uses fMRI to determine the intensity and specific correlations of stimuli. By following the reactions of certain parts of the brain, we are able to determine the type of psychic process that is crucial when creating a brand image. Brands communicate with consumers at the semiotic level. Such communication represents the relationship between the sender and the recipient of the message. In its semiotic meaning, the brand has become a cultural object, and as such, it not only makes the consumer self-image but also his hidden desires.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti

Napomena
Web of Science Core Collection

POVEZANOST RADA