Beyond Brand Image: A Neuromarketing Perspective

The study presents, discusses and analyses the brand image role of emotions. text consists two parts: neuroscience marketing-psychological. section presents emotions from a medical perspective. Emotions are expressed by visceral motor changes. A special review is based on Damasio’s theory analysed in context neuromarketing. In marketing-psychological part, roles consumer behaviour discussed. It starts presentation connection with identity. roots imagination, emotion psychological construct self-image. becomes consumer’s communicating at symbolic level, same time represents active Given increasing complexity neuromarketing doctrine, proposed approach could be useful for improving understanding an interdisciplinary This provides theoretical framework Moreover, it offers valuable insight to marketers semiotics.