Watershed Brain Regions for Characterizing Brand Equity-Related Mental Processes.

ALE AutoML brand association brand management consumer neuroscience episodic memory

Journal

Brain sciences
ISSN: 2076-3425
Titre abrégé: Brain Sci
Pays: Switzerland
ID NLM: 101598646

Informations de publication

Date de publication:
08 Dec 2021
Historique:
received: 03 11 2021
revised: 28 11 2021
accepted: 02 12 2021
entrez: 24 12 2021
pubmed: 25 12 2021
medline: 25 12 2021
Statut: epublish

Résumé

Brand equity is an important intangible for enterprises. As one advantage, products with brand equity can increase revenue, compared with those without such equity. However, unlike tangibles, it is difficult for enterprises to manage brand equity because it exists within consumers' minds. Although, over the past two decades, numerous consumer neuroscience studies have revealed the brain regions related to brand equity, the identification of unique brain regions related to such equity is still controversial. Therefore, this study identifies the unique brain regions related to brand equity and assesses the mental processes derived from these regions. For this purpose, three analysis methods (i.e., the quantitative meta-analysis, chi-square tests, and machine learning) were conducted. The data were collected in accordance with the general procedures of a qualitative meta-analysis. In total, 65 studies (1412 foci) investigating branded objects with brand equity and unbranded objects without brand equity were examined, whereas the neural systems involved for these two brain regions were contrasted. According to the results, the parahippocampal gyrus and the lingual gyrus were unique brand equity-related brain regions, whereas automatic mental processes based on emotional associative memories derived from these regions were characteristic mental processes that discriminate branded from unbranded objects.

Identifiants

pubmed: 34942922
pii: brainsci11121619
doi: 10.3390/brainsci11121619
pmc: PMC8699238
pii:
doi:

Types de publication

Journal Article

Langues

eng

Subventions

Organisme : Japan Society for the Promotion of Science
ID : JP20K13633

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Auteurs

Shinya Watanuki (S)

Department of Marketing, Faculty of Commerce, University of Marketing and Distribution Sciences, Kobe 651-2188, Japan.

Classifications MeSH