Neural Pattern Similarity Reveals Brand Equity
In an fMRI study, we illustrate that mental association between a brand and a product category can be operationally defined as the similarity of neural patterns between the brand and the product category, which predicts the top-of-mind accessibility of the brand in the product category as measured by brand recall.
Feng Sheng and Michael Platt (2018) ,"Neural Pattern Similarity Reveals Brand Equity", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 789-789.
Feng Sheng, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA
NA - Advances in Consumer Research Volume 46 | 2018
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