The role of fMRI in detecting attitude toward brand switching : an exploratory study using high technology products
Sam O. Al-Kwifi (Department of Management and Marketing, College of Business and Economics, Qatar University, Doha, Qatar)
| Year of publication: |
2016
|
|---|---|
| Authors: | Al-Kwifi, Sam O. |
| Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 25.2016, 2, p. 208-218
|
| Subject: | Emotion | Perceived value | Neuromarketing | Brands | Pleasure | Functional magnetic resonance imaging | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Neurowissenschaften | Neuroscience | Hochtechnologie | High technology | Markenführung | Brand management | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-12-2014-0774 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011524090