Controlled categorisation processing in brand extension evaluation by Indo-European language speakers. An ERP study

Fudali-Czyż, Agnieszka; Ratomska, Marta; Cudo, Andrzej; Francuz, Piotr; Kopiś, Natalia; Tużnik, Przemysław

doi:10.1016/j.neulet.2016.06.005

Cited by 21 publications

(39 citation statements)

References 33 publications

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“…Although our experimental paradigm was identical to those in the previous goods-to-goods brand extension studies ( Ma et al, 2007 , 2008 , 2014b ; Fudali-Czyż et al, 2016 ; Shang et al, 2017 ), the ERP waveforms of our study exhibited differences from the previous ones. In our study, the ERPs showed that three positive or negative peaks—N2 (170∼230 ms), P3 (270∼330 ms), and N400 (370∼430 ms)—were prominent in every stimulus group ( Figure 5 ).…”

Section: Resultsmentioning

confidence: 82%

“…The recorded EEG data were analyzed offline using the MATLAB software (version 2016a, MathWorks, Inc., MA, United States). Among the 31 channels, the following 9 channels were selected for the analysis to be comparable with the previous results ( Ma et al, 2014b ; Fudali-Czyż et al, 2016 ): F3, Fz, F4, C3, Cz, C4, P3, Pz, and P4. Although other fronto-central (FC9, FC5, FC1, FC2, FC6, and FC10) and centro-parietal (CP5, CP1, CP2, and CP6) channels were additionally analyzed in the previous studies, we did not include them in the analysis because our EEG system did not provide midline channels needed to compare the results.…”

Section: Methodsmentioning

confidence: 90%

“…All the visual stimuli were presented on a 27-inch monitor (QH2700-IPSMS, Achieva Korea, Incheon, South Korea) positioned at 60 cm distant from participants’ eyes. The S1-S2 presentation paradigm with an explicit evaluation task ( Ma et al, 2007 , 2008 ; Jin et al, 2015 ; Fudali-Czyż et al, 2016 ; Shang et al, 2017 ) was employed in this study ( Figure 1A ). At the beginning of each trial, a fixation (i.e., white cross) appeared for 500 ms at the center of the black screen.…”

Section: Methodsmentioning

confidence: 99%

“…A number of neurophysiological studies, mostly using electroencephalography (EEG), have revealed neural activities related to the evaluation of brand extension ( Ma et al, 2007 , 2008 , 2010 , 2014a , b ; Wang et al, 2012 ; Jin et al, 2015 ; Fudali-Czyż et al, 2016 ; Shang et al, 2017 ). Recent studies have also investigated the effect of cultural backgrounds on EEG responses to brain extension ( Fudali-Czyż et al, 2016 ), compared EEG patterns between brand extension and new brand creation ( Jin et al, 2015 ) or examined the logo effects on EEG responses to brand extension ( Shang et al, 2017 ). However, all of these studies have focused only on goods-to-goods brand extension, that is, an extension of the product brand name into new goods [e.g., a new beverage, clothes, or an appliance of Coke ( Ma et al, 2008 )].…”

Section: Introductionmentioning

confidence: 99%

“…Furthermore, an additional study by Ma et al (2014b) depicted the goods-to-goods brand extension evaluation as a two-stage categorization process expressed in P2 and N400 components. Recently, Fudali-Czyż et al (2016) conducted a brand extension evaluation study with Indo-European language speakers and showed that N270, P300, and N400 components were responsive to incongruence between the original brand name and extended product name. These studies collectively suggest that some or all of these ERP components would also emerge during the evaluation of service-to-service brand extension.…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

Characteristics of Human Brain Activity during the Evaluation of Service-to-Service Brand Extension

Yang

Lee

Seomoon

et al. 2018

Front. Hum. Neurosci.

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Brand extension is a marketing strategy to apply the previously established brand name into new goods or service. A number of studies have reported the characteristics of human event-related potentials (ERPs) in response to the evaluation of goods-to-goods brand extension. In contrast, human brain responses to the evaluation of service extension are relatively unexplored. The aim of this study was investigating cognitive processes underlying the evaluation of service-to-service brand extension with electroencephalography (EEG). A total of 56 text stimuli composed of service brand name (S1) followed by extended service name (S2) were presented to participants. The EEG of participants was recorded while participants were asked to evaluate whether a given brand extension was acceptable or not. The behavioral results revealed that participants could evaluate brand extension though they had little knowledge about the extended services, indicating the role of brand in the evaluation of the services. Additionally, we developed a method of grouping brand extension stimuli according to the fit levels obtained from behavioral responses, instead of grouping of stimuli a priori. The ERP analysis identified three components during the evaluation of brand extension: N2, P300, and N400. No difference in the N2 amplitude was found among the different levels of a fit between S1 and S2. The P300 amplitude for the low level of fit was greater than those for higher levels (p < 0.05). The N400 amplitude was more negative for the mid- and high-level fits than the low level. The ERP results of P300 and N400 indicate that the early stage of brain extension evaluation might first detect low-fit brand extension as an improbable target followed by the late stage of the integration of S2 into S1. Along with previous findings, our results demonstrate different cognitive evaluation of service-to-service brand extension from goods-to-goods.

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Section: Resultsmentioning

confidence: 82%

Section: Methodsmentioning

confidence: 90%

Section: Methodsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Characteristics of Human Brain Activity during the Evaluation of Service-to-Service Brand Extension

Yang

Lee

Seomoon

et al. 2018

Front. Hum. Neurosci.

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Neuromarketing and consumer behavior: A bibliometric analysis

Kajla,

Raj,

Kansra

et al. 2023

J of Consumer Behaviour

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Neuromarketing is the field of studying neural signals to comprehend consumer behavior, which can help improve marketing strategies. In the recent past, scholars have conducted research to enhance the conceptual understanding of neuromarketing by applying bibliometric analysis. However, most studies either had a myopic view or considered a few articles. As a result, existing literature fails to provide a nuanced understanding of neuromarketing. The present research addresses this lacuna using a bibliometric analysis of 383 research articles across different domains from the Scopus database. The research covers the most influential authors, articles, top journals, most prominent countries, and institutions in the neuromarketing field. Next, keyword co‐occurrence analysis reveals major themes such as decision‐making in consumers, marketing and consumer behavior, advertisement, non‐invasive techniques in advertisement effectiveness, ERP and brand extension, brand and fMRI. Finally, analyzing the six thematic areas gives valuable insights into the current research. The study also provides research areas for future researchers by identifying the gaps in the present thematic areas.

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Augmentation of Neuromarketing by Neural Technology

Jin

Liu

et al. 2021

Contemporary Clinical Neuroscience

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Controlled categorisation processing in brand extension evaluation by Indo-European language speakers. An ERP study

Cited by 21 publications

References 33 publications

Characteristics of Human Brain Activity during the Evaluation of Service-to-Service Brand Extension

Characteristics of Human Brain Activity during the Evaluation of Service-to-Service Brand Extension

Neuromarketing and consumer behavior: A bibliometric analysis

Augmentation of Neuromarketing by Neural Technology

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