An exploratory research among fashion business leaders and neuromarketing company executives on the perception of applied neuromarketing

Autor: Ali Levent Kurtoglu, Ali Murat Ferman
Přispěvatelé: Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora Programı, Işık University, Institute of Social Sciences, Contemporary Business Management PhD Program, Kurtoğlu, Ali Levent
Rok vydání: 2020
Předmět:
Zdroj: Volume: 7, Issue: 2 72-80
Journal of Management Marketing and Logistics
ISSN: 2146-7943
2148-6670
DOI: 10.17261/pressacademia.2020.1225
Popis: Purpose- In the last two decades neuromarketing is considered to be an evolutionary concept within marketing that makes use of neuroscientific tools in order to measure human related factors such as attributes, emotions, memory and perceptions which influence the consumer decision making. The application of neuromarketing to various industries brings up new opportunities as well as new challenges. This purpose of this exploratory study is to shed light upon neuromarketing literature and to investigate the perception of neuromarketing and fashion executives towards applied neuromarketing in global and Turkish fashion industry. Methodology- Following the up to date literature review about theoretical and applied neuromarketing, in-depth interviews with Turkish neuromarketing executives and fashion leaders are executed. Findings- The findings show that there are discrepancies and similarities between the usage of applied neuromarketing in the globe and Turkey. In-depth interview findings show that the perceptions of Turkish fashion executives about neuromarketing differ from previous literature and different priorities exist to apply neuromarketing in fashion. Conclusion- The findings are expected to help developing the collaboration of applied neuromarketing in fashion industry and support managerial decisions in marketing related resource allocations. Publisher's Version
Databáze: OpenAIRE
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