Extending or creating a new brand: evidence from a study on event-related potentials.

@article{Jin2015ExtendingOC,
  title={Extending or creating a new brand: evidence from a study on event-related potentials.},
  author={Jia Jin and Cuicui Wang and Liping Yu and Qingguo Ma},
  journal={Neuroreport},
  year={2015},
  volume={26 10},
  pages={
          572-7
        }
}
Brand strategy is a critical problem in new product promotion. In relation to this, producers typically have two main options, namely, brand extension and new brand creation. The current study investigated the neural basis of evaluating these brand strategies at the brain level by using event-related potentials. The experiment used a word-pair paradigm, in which the first word was either a famous beverage brand name or a newly created brand, and the second word was a product name from one of… CONTINUE READING

From This Paper

Topics from this paper.