An exploratory research among fashion business leaders and neuromarketing company executives on the perception of applied neuromarketing

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dc.authorid0000-0001-9597-9351
dc.contributor.authorKurtoğlu, Ali Leventen_US
dc.contributor.authorFerman, Ali Muraten_US
dc.date.accessioned2023-01-24T04:10:03Z
dc.date.available2023-01-24T04:10:03Z
dc.date.issued2020-06-30
dc.departmentIşık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora Programıen_US
dc.departmentIşık University, Institute of Social Sciences, Contemporary Business Management PhD Programen_US
dc.description.abstractPurpose- 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.en_US
dc.description.versionPublisher's Versionen_US
dc.identifier.citationKurtoğlu, A. L. & Ferman, A. M. (2020). An exploratory research among fashion business leaders and neuromarketing company executives on the perception of applied neuromarketing. Journal of Management Marketing and Logistics, 7(2), 72-80. doi:10.17261/Pressacademia.2020.1225en_US
dc.identifier.endpage80
dc.identifier.issn2148-6670
dc.identifier.issue2
dc.identifier.startpage72
dc.identifier.urihttps://hdl.handle.net/11729/5286
dc.identifier.urihttp://dx.doi.org/10.17261/Pressacademia.2020.1225
dc.identifier.volume7
dc.institutionauthorKurtoğlu, Ali Leventen_US
dc.language.isoenen_US
dc.peerreviewedYesen_US
dc.publicationstatusPublisheden_US
dc.publisherPressAcademiaen_US
dc.relation.journalJournal of Management Marketing and Logisticsen_US
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - İdari Personel ve Öğrencien_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectNeuromarketingen_US
dc.subjectFashionen_US
dc.subjectPerceptionen_US
dc.subjectTurkeyen_US
dc.subjectIn-depth interviewen_US
dc.titleAn exploratory research among fashion business leaders and neuromarketing company executives on the perception of applied neuromarketingen_US
dc.typeArticleen_US

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