- Bài trích
- Nhan đề: Neural Profiling of Brands: Mapping Brand Image in Consumers’ Brains with Visual Templates /
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Tác giả CN
| Hang-Yee Chan. | |
Nhan đề
| Neural Profiling of Brands: Mapping Brand Image in Consumers’ Brains with Visual Templates / Maarten Boksem, Ale Smidts. | |
Thông tin xuất bản
| 2018. | |
Mô tả vật lý
| p. 600-615. | |
Tóm tắt
| The authors demonstrate a novel template-based approach to profiling brand image using functional magnetic resonance imaging. They compare consumers’ brain responses during passive viewing of visual templates (photos depicting various social scenarios) and brain responses during active visualizing of a brand’s image, and then they generate individual neural profiles of brand image that correlate with the participant’s own self-report perception of those consumer brands. In aggregate, these neural profiles of brand image are associated with perceived cobranding suitability and reflect brand image strength rated by a separate and bigger sample of consumers. This neural profiling approach offers a customizable tool for inspecting and comparing brand-specific mental associations, both across brands and across consumers. It also demonstrates the potential of using pattern analysis of neuroimaging data to study multisensory, nonverbal consumer knowledge and experience. | |
Thuật ngữ chủ đề
| Marketing-Visual Templates. | |
Từ khóa tự do
| Người tiêu dùng. | |
Từ khóa tự do
| Brand equity. | |
Từ khóa tự do
| Brand image. | |
Từ khóa tự do
| Consumer neuroscience. | |
Từ khóa tự do
| Functional magnetic resonance imaging. | |
Từ khóa tự do
| Pattern analysis. | |
Từ khóa tự do
| Phân tích mẫu. | |
Tác giả(bs) CN
| Boksem, Maarten. | |
Tác giả(bs) CN
| Smidts, Ale. | |
Nguồn trích
| Journal of Marketing Research- August 2018, Vol. 55, No. 4. |
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| 044 | |ailu |
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| 100 | 0 |aHang-Yee Chan. |
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| 245 | 10|aNeural Profiling of Brands: Mapping Brand Image in Consumers’ Brains with Visual Templates / |cMaarten Boksem, Ale Smidts. |
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| 260 | |c2018. |
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| 300 | 10|ap. 600-615. |
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| 520 | |aThe authors demonstrate a novel template-based approach to profiling brand image using functional magnetic resonance imaging. They compare consumers’ brain responses during passive viewing of visual templates (photos depicting various social scenarios) and brain responses during active visualizing of a brand’s image, and then they generate individual neural profiles of brand image that correlate with the participant’s own self-report perception of those consumer brands. In aggregate, these neural profiles of brand image are associated with perceived cobranding suitability and reflect brand image strength rated by a separate and bigger sample of consumers. This neural profiling approach offers a customizable tool for inspecting and comparing brand-specific mental associations, both across brands and across consumers. It also demonstrates the potential of using pattern analysis of neuroimaging data to study multisensory, nonverbal consumer knowledge and experience. |
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| 650 | 10|aMarketing|xVisual Templates. |
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| 653 | 0 |aNgười tiêu dùng. |
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| 653 | 0 |aBrand equity. |
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| 653 | 0 |aBrand image. |
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| 653 | 0 |aConsumer neuroscience. |
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| 653 | 0 |aFunctional magnetic resonance imaging. |
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| 653 | 0 |aPattern analysis. |
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| 653 | 0 |aPhân tích mẫu. |
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| 700 | 1 |aBoksem, Maarten. |
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| 700 | 1 |aSmidts, Ale. |
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| 773 | 0 |tJournal of Marketing Research|gAugust 2018, Vol. 55, No. 4. |
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| 890 | |a0|b0|c0|d0 |
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