FROM IMPULSE TO LOYALTY: LEVERAGING NEUROMARKETING FOR DEEPER BRAND ENGAGEMENT

Abstract

Neuromarketing is a more than multi-disciplinary research area that has become a significant subject of research, providing useful information into the unconscious cognitive mechanisms of consumers that boost the effectiveness of the marketing strategy. The given study explores the application of neuromarketing methodology within the context of enhancing brand management discussing the current applications, advantages and ethical issues surrounding the application. The paper is going to discuss the known methods of neuromarketing, their benefits and focus on the dangers and threats to the ethical issues. The method was a mixture of qualitative and quantitative approach whereby extensive interviews were conducted to collect the views of the marketers regarding the application, benefits and challenges of neuromarketing in brand management. Online and face-to-face interviews were conducted between August and November 2023 among 114 marketing people working in different organizations where neuromarketing is actively practiced. Results indicate that neuromarketing has been highly applied in the management of brand in order to better understand consumer behavior, develop more meaningful products and come up with advertisements that are more effective. The adoption rates differ according to techniques and some are more popular due to the affordability and simplicity of application. The authors have categorized six types of integrated neuromarketing practices. Moreover, it affirmed that neuromarketing creates particular ethical concerns and possible threats that should be taken into consideration in order to promote the practice of brand management. These findings offer a practical guide to how neuromarketing can be implemented within the brand management process where marketing teams can offer viable suggestions of how the brand strategies should be developed.