Neuromarketing use in the process of brand building

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F15%3A43873908" target="_blank" >RIV/70883521:28120/15:43873908 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Neuromarketing use in the process of brand building
Original language description
Currently the neuromarketing is growing and increasingly widespread tool of marketing communication. This article deals with an issue of the use of the neuromarketing in the process of brand building. The introductory part of the article is devoted to the psychology in marketing and the psychology of consumer defining customer's purchasing decision. In the following part there are characterized terms such as definition of the neuromarketing, neuromarketing methods, definition of the brand, the brand building and its possible actions and the brand management. The final part is a summary of the neuromarketing and the brand building with an emphasis on ethics in this area. Thus the main aim of this paper is to describe the current state of neuromarketingand brand building and define biometric methods by which customers are tested in the consumer market, respectively their brain and heart activity or activity on the surface of the skin.
Czech name
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Czech description
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Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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