Neuromarketing: Insights into the Consumer Brain and its Adaption to Brand Management
Rüschendorf, Julian (2020)
Rüschendorf, Julian
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202005128622
https://urn.fi/URN:NBN:fi:amk-202005128622
Tiivistelmä
A central task of marketing science is the research of consumer behavior. By investigating the human black box, the consumer brain, the young discipline of neuroeconomics is searching for answers to marketing relevant questions in order to explain the economically relevant consumer behavior from a neurological perspective. This thesis is dealing with the topic of the neuroeconomics subdiscipline neuromarketing and how to adapt the insights gained to the field of brand management.
The aim of this thesis is to gain insights into the factors that influence consumer brand perception through the acquisition of knowledge about the theoretical background of a modern research area and to identify neuroscientific brand management concepts. Thereby the questions how neuroeconomics could be applied to marketing, which factors influence consumers in their decision making and how brand management could benefit from neuromarketing are examined.
In order to answer the research questions, this paper will be divided into two parts, a theoretical part and an empirical part. The theoretical framework is manly based on literature research while for the empirical part insights are gained by conducting a qualitative case study and implementing a quantitative survey.
The result of the thesis is the identification of application areas for neuroscientific methods in the strategic brand management. By discussing the theoretical concepts and methods of neuromarketing as well as by empirically investigating brand perception, especially the areas of brand positioning, product management and brand communication could be identified as potential application areas of neuromarketing in brand management.
The aim of this thesis is to gain insights into the factors that influence consumer brand perception through the acquisition of knowledge about the theoretical background of a modern research area and to identify neuroscientific brand management concepts. Thereby the questions how neuroeconomics could be applied to marketing, which factors influence consumers in their decision making and how brand management could benefit from neuromarketing are examined.
In order to answer the research questions, this paper will be divided into two parts, a theoretical part and an empirical part. The theoretical framework is manly based on literature research while for the empirical part insights are gained by conducting a qualitative case study and implementing a quantitative survey.
The result of the thesis is the identification of application areas for neuroscientific methods in the strategic brand management. By discussing the theoretical concepts and methods of neuromarketing as well as by empirically investigating brand perception, especially the areas of brand positioning, product management and brand communication could be identified as potential application areas of neuromarketing in brand management.