Neural aspects of brand love

dc.contributor.authorCayolla, Ricardo
dc.contributor.authorFetscherin, Marc
dc.contributor.authorDuarte, Isabel C.
dc.contributor.authorCastelo-Branco, Miguel
dc.contributor.authorCayolla, Ricardo
dc.date.accessioned2021-10-22T10:47:48Z
dc.date.available2021-10-22T10:47:48Z
dc.date.issued2016-05
dc.description.abstractBrand love has been identified as a key driver for behavioral outcomes such as brand loyalty, positive WOM or price premium. While we know a great deal about the psychological aspects of brand love, we know very little about the neural ones. The purpose of this paper is to explore this. We used a 3 (positive, negative, neutral video stimuli) x 2 (strong vs. weak brand) experimental design. To assess the neural aspects, 53 participants underwent fMRI scans while watching short video clips and rated them on a 7-point bipolar scale (-3 = very negative; +3 = very positive). Our results suggest a ‘negativity bias paradox’ in contradiction findings from psychology literature (based on attitudinal data) that negative events exert greater impact on consumer behavior than positive ones. We also find evidence for a ‘strong brand paradox’ with fans of the weaker brand showing greater neural activities than fans of the stronger brand which contradicts findings from consumer behavior research.pt_PT
dc.identifier.citationCayolla, R., Fetscherin, M., Duarte, I. C., & Castelo-Branco, M. (2016). Neural Aspects of Brand Love. Comunicação apresentada na 45th EMAC Annual Conference 2016 "Marketing in the age of data" - European Marketing Academy, Oslo, 24-27 May 2016. Disponível no Repositório UPT, http://hdl.handle.net/11328/3749pt_PT
dc.identifier.urihttp://hdl.handle.net/11328/3749
dc.language.isoengpt_PT
dc.publisherEMACpt_PT
dc.relation.publisherversionhttps://www.researchgate.net/publication/308948196_Neural_Aspects_of_Brand_Lovept_PT
dc.rightsopen accesspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectBrand relationshipspt_PT
dc.subjectBrand lovept_PT
dc.subjectNeurosciencept_PT
dc.titleNeural aspects of brand lovept_PT
dc.typeconferenceObjectpt_PT
degois.publication.titleEMAC 2016, Oslo 24-27 May, Marketing in the Age of Data.pt_PT
dspace.entity.typePublicationen
person.affiliation.nameUniversidade Portucalense Infante D. Henrique
person.familyNameCayolla
person.givenNameRicardo
person.identifier.ciencia-idD311-D822-C19A
person.identifier.orcid0000-0003-4015-7363
person.identifier.ridAAL-6739-2020
person.identifier.scopus-author-id56120166100
relation.isAuthorOfPublication99055104-5441-4d13-9368-2e06bb43e870
relation.isAuthorOfPublication.latestForDiscovery99055104-5441-4d13-9368-2e06bb43e870
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