The study aims to contribute to the evaluation of the effectiveness of brand management decisions, using an innovative research approach applied to the brand Coca-Cola, based on the comparison between traditional methods and the results of an original neurotest, designed ad hoc.

Consistency and impact of brand management decisions : the neurosciences perspective / L. Iacovone, R. Folgieri. - In: FINANZA MARKETING E PRODUZIONE. - ISSN 1593-2230. - 31:1(2013), pp. 124-154.

Consistency and impact of brand management decisions : the neurosciences perspective

L. Iacovone
Primo
;
R. Folgieri
Ultimo
2013

Abstract

The study aims to contribute to the evaluation of the effectiveness of brand management decisions, using an innovative research approach applied to the brand Coca-Cola, based on the comparison between traditional methods and the results of an original neurotest, designed ad hoc.
Brand management; Neuromarketing; Neurosciences
Settore SECS-P/08 - Economia e Gestione delle Imprese
Settore INF/01 - Informatica
2013
Article (author)
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2434/225254
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