Characteristics of Human Brain Activity during the Evaluation of Service-to-Service Brand Extension
نویسندگان
چکیده
منابع مشابه
Characteristics of Human Brain Activity during the Evaluation of Service-to-Service Brand Extension
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 ...
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ژورنال
عنوان ژورنال: Frontiers in Human Neuroscience
سال: 2018
ISSN: 1662-5161
DOI: 10.3389/fnhum.2018.00044