Ecological consumer neuroscience for competitive advantage and business or organizational differentiation
Antonio González-Morales, Jelena Mitrovic, Rafael Ceballos Garcia
The importance of branding in marketing strategies makes it essential to understand the elements that give value-added to the brands. The very nature of ecological brands adds value to them. Knowing the underlying emotions of the elements that add value to brands can justify the benefit of applying neuromarketing to branding. The objective of this study is to justify the use of neuromarketing tools in the ecological branding strategy by analysing the existing literature on branding, ecological branding and neuromarketing. The existing relationship between the elements that give value-added to the brand and the emotional variables that neuromarketing measures, justifies the use of neuromarketing tools in the ecological branding strategy.
Year of publication: |
2020
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Authors: | González-Morales, Antonio ; Mitrovic, Jelena ; Ceballos Garcia, Rafael |
Published in: |
European research on management and business economics. - Amsterdam : Elsevier B.V., ISSN 2444-8842, ZDB-ID 2855404-8. - Vol. 26.2020, 3, p. 174-180
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Subject: | Ecological branding | Neurobranding | Neuromarketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Neurowissenschaften | Neuroscience | Wettbewerbsvorteil | Competitive advantage |
Saved in:
freely available
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.1016/j.iedeen.2020.05.001 [DOI] |
Classification: | M1 - Business Administration ; M3 - Marketing and Advertising |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012308070
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