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DC Field | Value | Language |
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dc.date.accessioned | 2015-10-06T12:31:27Z | |
dc.date.available | 2015-10-06T12:31:27Z | |
dc.date.issued | 2014 | |
dc.identifier.uri | https://www.um.edu.mt/library/oar//handle/123456789/5342 | |
dc.description | B.COM.(HONS)MARKETING | en_GB |
dc.description.abstract | Purpose: This study is aimed to determine the cognitive behavior when it comes to brand perceptions of mobile phones and related material such as logos and accessories. Design/Methodology/Approach : A neuromarketing approach using Electroencephalography (EEG), Galvanic Skin Response (GSR) and Eye Tracking by showing test subjects a series of still images relating to 3 mobile phone brands. Findings The finding has uncovered that one particular brand has a stronger cognitive behavior and subjects are more brand loyal towards it. Research limitations/Implications: Due to the fairly new concepts, recruiting subjects was one of the limitations. Also the lengthily time with regards the process to prepare and conduct the test. Practical Implications: This study could be used to promote better brands and how companies can have a better understanding of their products to manage carefully their brands. Originality/Value: Previous studies took a qualitative approach using questionnaires. Where as in this paper shows a neuromarketing approach to investigate whether brands have different impact on subjects. | en_GB |
dc.language.iso | en | en_GB |
dc.rights | info:eu-repo/semantics/restrictedAccess | en_GB |
dc.subject | Neuromarketing | en_GB |
dc.subject | Eye tracking | en_GB |
dc.subject | Galvanic skin response | en_GB |
dc.subject | Electroencephalography | en_GB |
dc.title | The perception of brands : a peek into a customer’s mind | en_GB |
dc.type | bachelorThesis | en_GB |
dc.rights.holder | The copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder. | en_GB |
dc.publisher.institution | University of Malta | en_GB |
dc.publisher.department | Faculty of Economics, Management and Accountancy. Department of Marketing | en_GB |
dc.description.reviewed | N/A | en_GB |
dc.contributor.creator | Portelli, Vanessa | |
Appears in Collections: | Dissertations - FacEMAMar - 2014 |
Files in This Item:
File | Description | Size | Format | |
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14BMRK024.pdf Restricted Access | 9.91 MB | Adobe PDF | View/Open Request a copy |
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