The legitimizationof the use of neuromarketing by food companies

• Autor(a) principal: Köhler, Katharina-Luise Maria
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/38459
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The objective of this thesis is to understand the usage of neuromarketing byfood companiesand to answer the following researchquestion: How do food companieslegitimizethe use of neuromarketing?To answer the researchquestion, I conducted a comparative case study. The findings show theunderstanding of the companies’current marketing strategy and determines the evolvement they took in form of neuromarketing. Using Neuromarketing changed their marketing strategy and helped understand their consumers and adapt their strategyaccordingly. This established understanding the current trends such as the importance of being sustainable to the consumers. The interviews also showed me the gap between reality and expectations in their brand communication to their consumer’s vs. intheir company. The findings revealed the current status and gave room for future recommendations.