The perception of brands : a peek into customer's mind

Abstract

Purpose: This study is aimed to determine the cognitive behavior when it comes to brand perceptions of mobile phones and related material such as logos and accessories. Design/Methodology/Approach: A neuromarketing approach using Electroencephalography (EEG), Galvanic Skin Response (GSR) and Eye Tracking by showing test subjects a series of still images relating to 3 mobile phone brands. Findings: The finding has uncovered that one particular brand has a stronger cognitive behavior and subjects are more brand loyal towards it. Research limitations/Implications: Due to the fairly new concepts, recruiting subjects was one of the limitations. Also the lengthily time with regards the process to prepare and conduct the test. Practical Implications: This study could be used to promote better brands and how companies can have a better understanding of their products to manage carefully their brands. Originality/Value: Previous studies took a qualitative approach using questionnaires. Where as in this paper shows a neuromarketing approach to investigate whether brands have different impact on subjects.