Similar Search Results

Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media

Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens - In: EconStor Open Access Articles (2013), pp. 13-23

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

Persistent link: https://www.econbiz.de/10010981129

Consumer Neuroscience and Neuromarketing: What New on Marketing Research?

Michela, Balconi - In: Micro & Macro Marketing (2014) 2, pp. 229-240

The novelty of Neuromarketing and Consumer Neuroscience is the extensive use of experimental results from the …

Persistent link: https://www.econbiz.de/10010968489

Novel versus familiar brands: An analysis of neurophysiology, response latency, and choice

Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith; … - In: Marketing Letters 23 (2012) 3, pp. 745-759

Two experiments were conducted to analyze neurophysiological activation, response latency, and actual brand choice concerning novel and familiar brands. The results show that (1) the choice of novel brands (compared to the choice of familiar brands) is preceded by increased activation of both...

Persistent link: https://www.econbiz.de/10010989705

Cognitive biases in private branding (an fMRI experiment of over-the-counter drugs)

Lugli, Gianpiero; Vergura, Donata Tania; Dio, Cinzia Di; … - In: MERCATI E COMPETITIVITÀ 2012/2 (2012) 2, pp. 105-123

The present study aims to analyze the neural mechanisms involved in private label choice by means of fMRI. The purpose is to answer the following main question: is the mental process that leads to the choice of the private label similar to that developed for the industrial brand? The experiment...

Persistent link: https://www.econbiz.de/10010876169

Marketing and Neuroscience: How Electroencephalographic Tools Could Help to Design and Analyze Commercial Advertising Campaigns

Giovanni, Vecchiato; Giulio, Maglione Anton; Patrizia, … - In: Micro & Macro Marketing (2014) 2, pp. 279-294

Neuromarketing is the multidisciplinary field of research whose aim is to investigate the consumers' reaction to …

Persistent link: https://www.econbiz.de/10010950557

НЕЙРОМАРКЕТИНГ КАК ИНСТРУМЕНТ ИССЛЕДОВАНИЯ ПОВЕДЕНИЯ ПОТРЕБИТЕЛЕЙ В СИСТЕМЕ МАРКЕТИНГОВЫХ ИННОВАЦИЙ ПРЕДПРИЯТИЯ...

ЯРОСЛАВОВНА, ГУГУЛ ОКСАНА; … - In: Бизнес Информ (2014) 3, pp. 437-440

Выяснена сущность маркетинговых инноваций предприятия. Определено, что маркетинговые инновации должны формироваться на двух уровнях – концептуальном и...

Persistent link: https://www.econbiz.de/10011271194

Kijken in het brein: Over de mogelijkheden van neuromarketing

Smidts, A. - Erasmus Research Institute of Management (ERIM), ERIM … - 2002

Rede, in verkorte vorm uitgesproken bij de aanvaarding van het ambt van hoogleraar Methodologie van Research in Marketing aan de Faculteit der Bedrijfskunde van de Erasmus Universiteit Rotterdam op vrijdag 25 oktober 2002

Persistent link: https://www.econbiz.de/10005304715

Neuroökonomie und Neuromarketing: Neurale Korrelate strategischer Entscheidungen

Hain, Cornelia; Lehmann-Waffenschmidt, Marco; Kenning, Peter - Fakultät Wirtschaftswissenschaften, Technische … - 2007

allem dem Neuromarketing, in komprimierter Form informiert werden. In Abschnitt 2 werden die Fragestellungen und … Abschnitt 6, in dem das Neuromarketing als wissenschaftliches und kommerzielles Anwendungsfeld der Neuroökonomik behandelt wird …

Persistent link: https://www.econbiz.de/10009226216

Kijken in het brein: Over de mogelijkheden van neuromarketing

Smidts, Smidts, A. - Erasmus Research Institute of Management (ERIM), … - 2002

in de praktijk. Het doel van neuromarketing is het beter begrijpen van de klant en haar reactie op marketing stimuli …

Persistent link: https://www.econbiz.de/10010837399

L’applicazione delle nanotecnologie al neuromarketing: rassegna e proposizioni

Mileti, Antonio; Guido, Gianluigi; Prete, Maria Irene - In: MERCATI E COMPETITIVITÀ 2014/1 (2014) 1, pp. 17-35

. Parallelamente, numerosi ricercatori attivi nel settore del neuromarketing hanno manifestato un crescente interesse per lo sviluppo … manageriali. In questo studio gli autori forniscono una rassegna della letteratura di neuromarketing alla luce delle nuove … evidenza, da un lato, il potenziale di miglioramento che questo approccio - qui denominato di Nano-NeuroMarketing (NNM …

Persistent link: https://www.econbiz.de/10010812012

1
2
3
4
5
6
7
8
9
10
Next
Last