TexasScholarWorks
    • Login
    • Submit
    View Item 
    •   Repository Home
    • UT Electronic Theses and Dissertations
    • UT Electronic Theses and Dissertations
    • View Item
    • Repository Home
    • UT Electronic Theses and Dissertations
    • UT Electronic Theses and Dissertations
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Neuromarketing : an essential tool in the future of advertising and brand development

    Thumbnail
    View/Open
    HILDERBRAND-THESIS-2016.pdf (888.9Kb)
    Date
    2016-05
    Author
    Hilderbrand, Miranda L
    0000-0001-8794-5637
    Share
     Facebook
     Twitter
     LinkedIn
    Metadata
    Show full item record
    Abstract
    This research is designed to explore the future role of neuromarketing in advertising and brand development. To understand its necessity, the research will begin with an in-depth review on what is meant by advertising and branding. Once there is an understanding of these industries, the research will look at the field of neuromarketing – a history of the industry, an explanation of the common research methods that it employs, and an understanding of how neuromarketing can assist in advertising research and brand development. To gain knowledge on the potential future of neuromarketing, a qualitative study was done through a series of in-depth interviews with professionals who have practical uses for neuromarketing in their respective fields. This research is concluded with a summary the current state of neuromarketing, and a discussion on what needs to be done as the industry moves forward.
    Department
    Advertising
    Subject
    Neuromarketing
    Neuroscience
    Brand development
    Advertising
    Branding
    Brand
    Strategy
    Perception
    Information procession
    Message recall
    Emotional connection
    Sensory branding
    Emotions
    Neurometrics
    URI
    http://hdl.handle.net/2152/38091
    Collections
    • UT Electronic Theses and Dissertations

    Related items

    Showing items related by title, author, creator and subject.

    • Thumbnail

      Rebuilding brand trust : the role of brand apology and implicit belief 

      Song, Young A. (2016-05-18)
      Many brands are suffering from declines in trust, and branding and public relations professionals are often perplexed regarding how to restore trust these days. Understanding the trust rebuilding process is important not ...
    • Thumbnail

      Transmedia brand licensing prior to conglomeration: George Trendle and the Lone Ranger and Green Hornet brands, 1933-1966 

      Santo, Avi Dan (2006)
      In this dissertation, I argue for the need to examine the emergence of licensing and branding practices prior to media conglomeration. Through an in depth exploration of George Trendle’s licensing arrangements for the ...
    • Love Beyond Loyalty: Evaluating the Relationship Between Consumer and Brand Through the Lens of Brand Failure 

      Broeker, Jennifer Lynn (2011)
      Researchers and branding experts have sought to understand what makes some brands more successful than others. An important aspect of building a brand is understanding how to create brand loyalty. Current research focuses ...

    University of Texas at Austin Libraries
    • facebook
    • twitter
    • instagram
    • youtube
    • CONTACT US
    • MAPS & DIRECTIONS
    • JOB OPPORTUNITIES
    • UT Austin Home
    • Emergency Information
    • Site Policies
    • Web Accessibility Policy
    • Web Privacy Policy
    • Adobe Reader
    Subscribe to our NewsletterGive to the Libraries

    © The University of Texas at Austin

     

     

    Browse

    Entire RepositoryCommunities & CollectionsDate IssuedAuthorsTitlesSubjectsDepartmentsThis CollectionDate IssuedAuthorsTitlesSubjectsDepartments

    My Account

    Login

    Statistics

    View Usage Statistics

    Information

    About Contact Policies Getting Started Glossary Help FAQs

    University of Texas at Austin Libraries
    • facebook
    • twitter
    • instagram
    • youtube
    • CONTACT US
    • MAPS & DIRECTIONS
    • JOB OPPORTUNITIES
    • UT Austin Home
    • Emergency Information
    • Site Policies
    • Web Accessibility Policy
    • Web Privacy Policy
    • Adobe Reader
    Subscribe to our NewsletterGive to the Libraries

    © The University of Texas at Austin