Title: Neuromarketing strategies and their relationship with brand advertising in the industrial safety sector

Authors: Raul Enrique Culqui-Salazar; Katerina Alvarez-Altamirano; Franklin Cordova-Buiza

Addresses: Business Faculty, Universidad Privada del Norte, Cajamarca, Peru ' Business Faculty, Universidad Privada del Norte, Cajamarca, Peru ' Research, Innovation and Social Responsibility Department, Universidad Privada del Norte, Lima, Peru; Faculty of Business Sciences, Universidad Continental, Huancayo, Peru

Abstract: When people seek information about a product, they find that the media is saturated with a large volume of advertising, causing it to be unattractive to the customer; but there is a discipline that studies buyer behaviour in a personalised form and stands out for relating product features with personal emotions. This is called neuromarketing. Thus, the objective of the study is to identify the relationship between neuromarketing strategies and brand advertising in the industrial safety sector. The study has a quantitative approach, non-experimental and correlational design. A 22-item online questionnaire was applied to those responsible for the purchasing area of the companies that acquire industrial safety products from the company under study. The results highlight the importance of kinesthetic stimuli by frequently requesting samples before purchase, as well as the effectiveness of direct advertising and the sensitivity of buyers in relating products to emotional stimuli. It is concluded that neuromarketing is direct and significantly related to brand advertising in the company under study.

Keywords: neuroscience; advertising; stimulus; kinaesthetic; marketing; content; emotions; branding; communication; purchase.

DOI: 10.1504/IJIMA.2023.132780

International Journal of Internet Marketing and Advertising, 2023 Vol.19 No.1/2, pp.192 - 207

Received: 05 Aug 2022
Accepted: 20 Dec 2022

Published online: 09 Aug 2023 *

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