AN EXPLORATORY RESEARCH AMONG FASHION BUSINESS LEADERS AND NEUROMARKETING COMPANY EXECUTIVES ON THE PERCEPTION OF APPLIED NEUROMARKETING

Ali Levent KURTOGLU; Ali Murat FERMAN

doi:https://doi.org/10.17261/Pressacademia.2020.1225

Makale detayları

AN EXPLORATORY RESEARCH AMONG FASHION BUSINESS LEADERS AND NEUROMARKETING COMPANY EXECUTIVES ON THE PERCEPTION OF APPLIED NEUROMARKETING

Yazarlar:

Ali Levent KURTOGLU | Ali Murat FERMAN

Yayıncı:

PressAcademia

Ana Başlıklar:

Sosyoloji & antropoloji | Yönetim

Dergi:

Journal of Management Marketing and Logistics 2020 Vol.7 Issue 2, pp.72-80

Belge Tipi:

Makale

Yayın Tarihi:

6/2020

Belge Dili:

İngilizce

Document ID (Org No.):

2000742146

Sıklık:

Üç Aylık

eISSN:

2148-6670

DOI:

https://doi.org/10.17261/Pressacademia.2020.1225

Özet:

 

Purpose- In the last two decades neuromarketing is considered to be an evolutionary concept within marketing that makes use of neuroscientific tools in order to measure human related factors such as attributes, emotions, memory and perceptions which influence the consumer decision making. The application of neuromarketing to various industries brings up new opportunities as well as new challenges. This purpose of this exploratory study is to shed light upon neuromarketing literature and to investigate the perception of neuromarketing and fashion executives towards applied neuromarketing  in global and Turkish fashion industry.
Methodology- Following the up to date literature review about theoretical and applied neuromarketing, in-depth interviews with Turkish neuromarketing executives and fashion leaders are executed.
Findings- The findings show that there are discrepancies and similarities between the usage of applied neuromarketing in the globe and Turkey. In-depth interview findings show that the perceptions of Turkish fashion executives about neuromarketing differ from previous literature and different priorities exist to apply neuromarketing in fashion.
Conclusion- The findings are expected to help developing the collaboration of applied neuromarketing in fashion industry and support managerial decisions in marketing related resource allocations.

Makale detayları

AN EXPLORATORY RESEARCH AMONG FASHION BUSINESS LEADERS AND NEUROMARKETING COMPANY EXECUTIVES ON THE PERCEPTION OF APPLIED NEUROMARKETING

Yazarlar: Ali Levent KURTOGLU | Ali Murat FERMAN

Yayıncı: PressAcademia

Ana Başlıklar: Sosyoloji & antropoloji | Yönetim

Dergi: Journal of Management Marketing and Logistics 2020 Vol.7 Issue 2, pp.72-80

Belge Tipi: Makale

Yayın Tarihi: 6/2020

Belge Dili: İngilizce

Document ID (Org No.): 2000742146

Sıklık: Üç Aylık

eISSN: 2148-6670

DOI: https://doi.org/10.17261/Pressacademia.2020.1225

Sayı

Yazarlar:

Ali Levent KURTOGLU | Ali Murat FERMAN

Yayıncı:

PressAcademia

Ana Başlıklar:

Sosyoloji & antropoloji | Yönetim

Dergi:

Journal of Management Marketing and Logistics 2020 Vol.7 Issue 2, pp.72-80

Belge Tipi:

Makale

Yayın Tarihi:

6/2020

Belge Dili:

İngilizce

Document ID (Org No.):

2000742146

Sıklık:

Üç Aylık

eISSN:

2148-6670

DOI:

https://doi.org/10.17261/Pressacademia.2020.1225