CENTER FOR BUSINESS & INDUSTRIAL MARKETING. SUSTAINABLE BUSINESS MODELS: INTEGRATING EMPLOYEES, CUSTOMERS AND TECHNOLOGY
These proceedings contain the extended abstracts of the papers presented at CBIM2018 23rd International Conference on “Sustainable business models: integrating employees, customers and technology” held at Universidad Rey Juan Carlos 18-20 June 2018 (Madrid, Spain) http://cbim2018.org/ The aim of the CBIM International Conference is to gather academics, professionals and doctoral students from around the world to promote a rigorous, candid and friendly discussion of current and potential future topics in B2B marketing and sales. Because of our long re
Building associations of the brand is an important part of brand management. Brands, which have strong associations, are more competitive on the market. It is easier for the company to establish premium price, raise effectiveness and efficiency of marketing programs, increase marginality, implement brand extension, raise demand for the brand, get advantages at negotiations and reduce vulnerability to competitors. The main aim of our research is to find out how EEG signal, namely N400 evoked potential can be used for testing semantic BA. In our study, we used the assumption that there are neural differences in perception of right and wrong brand associations. As a result, we state that N400 may be used for defining right and wrong BA by companies in order to correct customer behavior. The method proposed by authors can help to test brand perception while companies rebrand an existing product or launch a new one.