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Neuromarketing research as method for brand association’s perception
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.