Influence of Neuromarketing Brain Dominance on Brand Equity from the Consumer Perspective, a General Study of Generation Z in the City of Sucre, Bolivia
DOI:
https://doi.org/10.33975/riuq.vol34n2.1041Keywords:
Neuromarketing, Brand Value, Brain Dominance, Generation ZAbstract
The objective of the study was to validate a model to measure the cerebral dominance of neuromarketing considering the multidimensional models of brand value from the perspective of the consumer, taking as object of study a segment that belongs to the population cohort called Generation Z. The research was of exploratory type, applied, quantitative, correlational type - descriptive, with non-experimental design. The studied sample consisted of 342 people between 17 and 25 years old who are also university students. The variables of the model that supports the instrument to measure the brain dominance of neuromarketing over brand value obtained a Cronbach's Alpha, brand value VM (0.807), brain neocórtex CNC (0.883), brain limbic CL (0.923) and brain primitive CP (0.931); on the other hand, complementing the validity and reliability of the construct, for all the variables of the model the rho_A values were greater than 0.7, the composite reliability greater than 0.7 and the mean variance extracted (AVE) greater than 0.5 . Through the interpretation of the Path coefficients, it is verified that the proposed hypotheses were accepted, that the limbic brain (0.370) dominates the Brand Value from the consumer's perspective, followed by the neocórtex brain (0.264) and finally the primitive brain (0.207). Concluding with the validation of the proposed instrument.
Downloads
References
Aaker, Jennifer, L. (1997). Dimensions of Brand. Journal of Marketing Research, 34(3), 347–356.
Aaker, D. A. (1992a). The value of Brand equity. Journal of Business Strategy, 13(4), 27–32.
Aaker, D. A. (1992b). The Value of Brand Equity. Journal of Business Strategy, 13(4), 27–32. https://doi.org/10.1108/eb039503
Alberto, M., Jiménez, V., & Valencia, J. B. (2011). Cadena de Valor y Competitividad. INCEPTUM, VI(10), 243–262.
Ali, M. (2019). Influence of the Sub Conscious Mind in Consumer Psychology of Buying in Contemporary ERA. Shanlax International Journal of Commerce, 7(3), 1–10. https://doi.org/10.34293/commerce.v7i3.521
Callarisa, L., Sánchez, J., & Moliner, M. (2012). La Importancia De Las Comunidades Virtuales Para El Analisis Del Valor De Marca. El Caso De Tripadvisor En Hong Kong Y Paris. Papers de Turisme, 52, 89–115.
Candia Campano, C., & Aguirre González, M. (2015). Modelo de valor de marca para medios de prensa escritos en un contexto regional. Estudios Gerenciales, 31(135), 150–162. https://doi.org/10.1016/j.estger.2015.01.001
Chai Lee, G., & Yew Leh, F. C. (2011). Dimensions of Customer-Based Brand Equity: A Study on Malaysian Brands. Journal of Marketing Research and Case Studies, 2011, 1–10. https://doi.org/10.5171/2011.821981
Chandwaskar, P. (2018). A Review on : Neuromarketing as an emerging field in consumer research. International Journal of Management, Technology And Engineering, 8(8), 7.
Chipantiza, E. (2017). El neuromarketing en la gestión empresarial. http://repositorio.uta.edu.ec/bitstream/123456789/26107/1/557 MKT sp.pdf%0Ahttp://repositorio.uta.edu.ec/bitstream/123456789/5665/1/TESIS ENTORNO FAMILIAR INFLUENCIA RENDIMIENTO ESCOLAR1.pdf
Corona Vazquez, G. (2012). Comportamiento del Consumidor.
de Gregori, W. (1999). EN BUSCA DE UNA NUEVA NOOLOGIA. Estudios Pedagógicos, 25, 71–82.
De Oliveira, J. H. C., & De Moura Engracia Giraldi, J. (2019). Neuromarketing and its implications for operations management: An experiment with two brands of beer. Gestao e Producao, 26(3). https://doi.org/10.1590/0104-530X3512-19
Deusto., A. / D. B. S. U. de. (2016). Generación Z - II Fase. Resumen Ejecutivo.
Dutra, M. F. (2017). Generación Z : entre las nuevas formas de organización del trabajo y la convivencia generacional (p. 31).
Fonseca, F., & Heredia, N. L. (2020). La neurociencia como facilitadora en los procesos de formación de los administradores de empresas. Espacios, 41(48), 177–196. https://doi.org/10.48082/espacios-a20v41n48p13
Forero Siabato, M. F., & Duque Oliva, E. J. (2014). Evolución y caracterización de los modelos de Brand Equity. Suma de Negocios, 5(12), 158–168. https://doi.org/10.1016/S2215-910X(14)70038-2
Furtado, I. R. R. de H., Farias, M. L., & Sousa Júnior, J. H. de. (2020). a Utilização Do Neuromarketing Na Formulação De Estratégias De Vendas Mais Eficazes. Revista GESTO: Revista de Gestão Estratégica de Organizações, 8(2), 56–70. https://doi.org/10.31512/gesto.v8i2.113
Gallart Camahort, V. (2017). Influencia de la Experiencia de compra en el Valor de Marca del comercio detallista: una aplicación al comercio de la comunidad Valenciana.
Hsu, M. Y. T., & Cheng, J. M. S. (2018). fMRI neuromarketing and consumer learning theory: Word-of-mouth effectiveness after product harm crisis. European Journal of Marketing, 52(1–2), 199–223. https://doi.org/10.1108/EJM-12-2016-0866
INE. (2012). Bolivia, proyecciones de población por departamento y edades simples. Censo Población y Vivienda 2012. https://www.ine.gob.bo/index.php/censos-y-proyecciones-de-poblacion-sociales/
Keller, K. L. (1993). Conceptualizing, measuring, and managing consumer-based brand equity. Journal of Marketing, 57(1), 1–22.
Keller, K. L. (2001). Building Customer-Based Brand Equity : A Blueprint for Creating Strong Brands Building Customer-Based Brand Equity : A Blueprint for Creating Strong Brands. Journal of Marketing Communications, 15(2–3), 139–155. https://doi.org/10.1080/13527260902757530
Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing International Journal of Retail & Distribution Management Journal of Product & Brand Management, 12(3), 11–19. https://doi.org/http://dx.doi.org/10.1108/07363769510095270
Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is “neuromarketing”? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2), 199–204. https://doi.org/10.1016/j.ijpsycho.2006.03.007
Londoño Z, C. A., & Vásquez V, O. R. (2015). Aplicación de la Cibernética Social Proporcionalista a favor del Rendimiento Académico. Universidad Católica de Pereira.
López Medina, Z. T. (2017). MODELO TRICEREBRAL DE ORIENTACIÓN VITAL PARA ESTUDIANTES DE BÁSICA SECUNDARIA”. Universidad Cooperativa de Colombia.
MacLean, P. (1978). El Encuentro de las Mentes. Educación y El Cerebro, 1–23. http://www.elhumanoinfinito.net/descargas/El encuentro de las mentes.pdf
Morin, C. (2011). Neuromarketing: The New Science of Consumer Behavior. Society, 48(2), 131–135. https://doi.org/10.1007/s12115-010-9408-1
Morles, V. (2002). Sobre la metodología como ciencia y el método científico: un espacio polémico. Revista de Pedagogía, 23(66), 16.
Morone, G. (2015). Métodos y técnicas de la investigación científica (p. 18).
Muñoz Osores, M. (2015). Conceptualización del neuromarketing: su relación con el mix de marketing y el comportamiento del consumidor. Ran, 1(2), 103–118.
Ortega Cachón, I., & Vilanova, N. (2016). Generación Z. El último salto generacional. Resumen Ejecutivo.
Padmaja, V., & Srivastava, G. N. (2017). Qualitative Dimensions of Brand Audit: An Exploratory Analysis for Measuring the Immeasurable. SJCC Management Research Review, 7(83), 83–96. http://www.sjccmrr.res.in/index.php/sjcc/article/viewFile/132066/91503
Patiño, M. (2008). Conozca su cerebro. Instituto Tecnológico Metropolitano, 1–17. http://files.logica-de-la-triangulacion.webnode.es/200000017-ed261ee1f9/1TRICEREBRAL.pdf
Peasley, M. (2016). Evaluating the Impact of Customer-Based Brand Equity on Neurological Engagement of Advertisements–An Extended Abstract. http://digitalcommons.kennesaw.edu/cgi/viewcontent.cgi?article=1141&context=ama_proceedings
Reiner, A. (1990). The Triune Brain in Evolution. Role in Paleocerebral Functions. Paul D. MacLean. Plenum, xxiv(November 1990), 672. https://doi.org/10.1126/science.250.4978.303-a
Ringle, C. M., Wende, S., & Becker, J.-M. (2015). SmartPLS 3. http://www.smartpls.com. http://www.smartpls.com
Robles, F. (2018). Tipos de Investigación. Https://Www.Lifeder.Com/Tipos-Investigacion-Cientifica/. https://www.lifeder.com/tipos-investigacion-cientifica/%0ALos
Rüschendorf, J. (2020). Neuromarketing : Insights into the Consumer Brain and its Adaption to Brand Management.
Shukla, S. (2020). Neuromarketing: A change in marketing tools and techniques. International Journal of Business Forecasting and Marketing Intelligence, 1(1), 1. https://doi.org/10.1504/ijbfmi.2020.10023522
Smidts, A. (2002). Kijken in het brein: Over de mogelijkheden van neuromarketing. In President Kennedy speaks. Erasmus Research Institute of Management (ERIM). www.erim.eur.nl
Soler Mouline, A. (2019). Understanding consumers’ psychological behavior through Neuroscience.
Vega, O. (2016). Neuromarketing y la ética en la investigación de mercados. Ingeniería Industrial. Actualidad y Nuevas Tendencias, 5(16), 69–82. https://www.redalyc.org/pdf/2150/215048805006.pdf
Vera, J., & Trujillo, A. (2017). Buscando las variables con mayor influencia en mediciones de lealtad: un estudio exploratorio. Contaduria y Administracion, 62(2), 600–624. https://doi.org/10.1016/j.cya.2016.04.007
Villarejo Ramos, A. F. (2002). Módelos multidimensionales para la medición del valor de marca. Investigaciones Europeas de Dirección y Economía de La Empresa, 8(3), 13–44.
Villarejo Ramos, Á. F. (2001). La medición del valor de marca. los efectos del esfuerzo de marketing sobre sus componentes.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211. https://doi.org/10.1177/0092070300282002
Published
Issue
Section
License
Copyright (c) 2022 Revista de Investigaciones Universidad del Quindío
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
