Neural substrates of brand equity: applying a quantitative meta-analytical method for neuroimage studies.

ABSTRACT: Although the concept of brand equity has been investigated using various approaches, a comprehensive neural basis for brand equity remains unclear. The default mode network (DMN) as a mental process might influence brand equity related consumers' decision-making, as reported in the marketing literature. While studies on the overlapping regions between the DMN and value-based decision-making related brain regions have been reported in neuroscience literature, relationships between the DMN and a neural mechanism of brand equity have not been clarified. The aim of our study is to identify neural substrates of brand equity and examine brand equity-related mental processes by comparing them to the DMN. To determine the neural substrates of brand equity, we first carried out the activation likel

SUBMITTER: Watanuki S 

PROVIDER: S-EPMC9207674 | biostudies-literature | 2022 Jun

REPOSITORIES: biostudies-literature