(PDF) Psychological Underpinnings of Brands - ResearchGate Research shows that high self-brand connections are able to benefit the brand in two main ways: a) increased defense against brand failure and b) positive behaviors toward the brand
THE NEUROSCIENCE OF BRANDING: HOW BRANDS INFLUENCE OUR MINDS Platt’s studies reveal fascinating insights into how brands elicit emotional responses akin to those experienced towards loved ones Apple users, for example, exhibit brain activity towards the
Does ‘belonging’ influence brand success? - research-live. com Dr Simon Collister of Unlimited looks at how brands can use our need for ‘belonging’ to connect with consumers and foster greater diversity and inclusion Professor Gina Rippon, in her recent book, The Gendered Brain, demonstrates how brain imaging proves that traditional sex and gender stereotypes in advertising produce harmful effects
How Branding Impacts Consumer Perception Behaviour Neuromarketing: How Branding Affects the Brain Neuromarketing research reveals how branding influences consumer behaviour at the neurological level, often bypassing conscious decision-making processes Neurological Responses to Branding Brain imaging studies show several key responses to branding:
Belonging: A Review of Conceptual Issues, an Integrative . . . To address these critical issues, we conducted a narrative review that summarizes existing perspectives on belonging, describes a new integrative framework for understanding and studying belonging, and identifies several key avenues for future research and practice
Psychological Underpinnings of Brands | Annual Reviews In this article, we review three key areas where current advances reside: brands as passive objects with utilitarian and symbolic meanings, brands as relationship partners and regulators of personal relationships, and brands as creators of social identity with social group linking value
Who You Are Affects What You Buy: The Influence of Consumer . . . research examines the effects of self-concept and social identity theory on consumer brand preference Increasing consumer research literature has explored the self-concept as a useful construct to un-