Neuromarketing use in the process of brand building

Kód výsledku v 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>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

Neuromarketing use in the process of brand building

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Neuromarketing use in the process of brand building

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

—

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2015

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Drive your knowledge be a scientist

ISBN

978-80-7454-475-0

ISSN

—

e-ISSN

—

Počet stran výsledku

9

Strana od-do

"300-308"

Název nakladatele

Fakulta managementu a ekonomiky, UTB ve Zlíně

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

23. 4. 2015

Typ akce podle státní příslušnosti

CST - Celostátní akce

Kód UT WoS článku

—