Neuromarketing strategies and their relationship with brand advertising in the industrial safety sector

IF 1.3 Q3 BUSINESS

International Journal of Internet Marketing and Advertising Pub Date : 2023-01-01 DOI:10.1504/ijima.2023.132780

Raul Enrique Culqui Salazar, Katerina Alvarez Altamirano, Franklin Cordova Buiza

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引用次数: 0

Abstract

When people seek information about a product, they find that the media is saturated with a large volume of advertising, causing it to be unattractive to the customer; but there is a discipline that studies buyer behaviour in a personalised form and stands out for relating product features with personal emotions. This is called neuromarketing. Thus, the objective of the study is to identify the relationship between neuromarketing strategies and brand advertising in the industrial safety sector. The study has a quantitative approach, non-experimental and correlational design. A 22-item online questionnaire was applied to those responsible for the purchasing area of the companies that acquire industrial safety products from the company under study. The results highlight the importance of kinesthetic stimuli by frequently requesting samples before purchase, as well as the effectiveness of direct advertising and the sensitivity of buyers in relating products to emotional stimuli. It is concluded that neuromarketing is direct and significantly related to brand advertising in the company under study.

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神经营销策略及其与工业安全领域品牌广告的关系

当人们寻找关于产品的信息时，他们发现媒体上充斥着大量的广告，导致它对顾客没有吸引力;但有一门学科以个性化的形式研究买家行为，并将产品特征与个人情感联系起来。这被称为神经营销。因此，研究的目的是确定在工业安全部门的神经营销策略和品牌广告之间的关系。本研究采用定量方法，非实验和相关设计。一份包含22个项目的在线调查问卷被应用于从被调查公司购买工业安全产品的公司的采购区域负责人。结果强调了动觉刺激的重要性，在购买前经常要求样品，以及直接广告的有效性和购买者在将产品与情感刺激联系起来时的敏感性。研究结果表明，神经营销与被研究公司的品牌广告直接且显著相关。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Internet Marketing and Advertising Business, Management and Accounting-Marketing

CiteScore

1.80

自引率

18.20%

发文量

期刊介绍： The IJIMA is a double-blind refereed, highly professional and authoritative source of information in the field of Internet and its applications in marketing and advertising. IJIMA also publishes theories and practices that are useful to executives in managing marketing and advertising activities over the Internet.