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The future of brand and brand management : some provocative propositions from a more methodological perspective
Wiedmann, Klaus-Peter - In: The journal of brand management : an international journal 21 (2014) 9, pp. 743-757
Persistent link: https://www.econbiz.de/10010514119
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Neuromarketing strategies and their relationship with brand advertising in the industrial safety sector
Culqui-Salazar, Raul Enrique; Alvarez-Altamirano, Katerina - In: International journal of internet marketing and … 19 (2023) 1/2, pp. 192-207
Persistent link: https://www.econbiz.de/10014340170
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The role of plot in brand story construction : a neurophysiological perspective
Kühn, Stefanie; Boshoff, Christo - In: Journal of strategic marketing 31 (2023) 2, pp. 471-497
Persistent link: https://www.econbiz.de/10014304464
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Think Limbic! : die Emotionsstrukturen im Gehirn kennen und für die Markenführung nutzen
Häusel, Hans-Georg - In: Wie Marken wirken : Impulse aus der Neuroökonomie für …, (pp. 233-250). 2010
Persistent link: https://www.econbiz.de/10003992381
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Psychology of branding
Evans, W. Douglas (contributor) - 2013
Persistent link: https://www.econbiz.de/10009771924
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Die Neuro-Logik erfolgreicher Markenkommunikation
Scheier, Christian; Held, Dirk - In: Neuromarketing : Erkenntnisse der Hirnforschung für …, (pp. 77-114). 2014
Persistent link: https://www.econbiz.de/10010341966
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The role of fMRI in detecting attitude toward brand switching : an exploratory study using high technology products
Al-Kwifi, Sam O. - In: The journal of product & brand management 25 (2016) 2, pp. 208-218
Persistent link: https://www.econbiz.de/10011524090
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The role of emotions in decision-making on employer brands : insights from functional magnetic resonance imaging (fMRI)
Rampl, Linn Viktoria; Opitz, Christian; Welpe, Isabell M.; … - In: Marketing letters : a journal of research in marketing 27 (2016) 2, pp. 361-374
Persistent link: https://www.econbiz.de/10011486571
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Neurofeedbacks on brands in the context of neuroscience applied to consumption : mapping the state-of-the-art and research agenda
Pagan, Natália Munari; Pagan, Karina Munari; Giraldi, … - In: International journal of business forecasting and … 9 (2024) 3, pp. 271-299
Persistent link: https://www.econbiz.de/10015060708
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Gehirnforschung : no emotions - no statisfaction ; Erkenntnisse der Gehirnforschung für das Kundenzufriedenheits-Management
Häusel, Hans-Georg - In: Erfolgsfaktor Kundenzufriedenheit : Handbuch für …, (pp. 39-51). 2012
Persistent link: https://www.econbiz.de/10009697153