Artículo
Ecological consumer neuroscience for competitive advantage and business or organizational differentiation
Autor/es | González Morales, Antonio
Mitrovic, Jelena Ceballos García, Rafael |
Departamento | Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing) |
Fecha de publicación | 2020 |
Fecha de depósito | 2023-06-21 |
Publicado en |
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Resumen | The importance of branding in marketing strategies makes it essential to understand the elements that
give value-added to the brands. The very nature of ecological brands adds value to them. Knowing the
underlying emotions ... The importance of branding in marketing strategies makes it essential to understand the elements that give value-added to the brands. The very nature of ecological brands adds value to them. Knowing the underlying emotions of the elements that add value to brands can justify the benefit of applying neu- romarketing to branding. The objective of this study is to justify the use of neuromarketing tools in the ecological branding strategy by analysing the existing literature on branding, ecological branding and neuromarketing. The existing relationship between the elements that give value-added to the brand and the emotional variables that neuromarketing measures, justifies the use of neuromarketing tools in the ecological branding strategy. |
Cita | González Morales, A., Mitrovic, J. y Ceballos García, R. (2020). Ecological consumer neuroscience for competitive advantage and business or organizational differentiation. European Research on Management and Business Economics, 26 (3), 174-180. https://doi.org/10.1016/j.iedeen.2020.05.001. |
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