Neuromarketing uses the latest advances in brain scanning to learn more about the mental processes behind customer purchasing decisions. The purpose of this exploratory research was to reveal the perceptions of marketing academics, neurologists, and marketing professionals regarding neuromarketing studies, as they have an important role for the future of neuromarketing studies. Quantitative analysis was conducted on data from 111 marketing academics, 52 neurologists, and 56 marketing professionals. All participants agreed that neuromarketing is not a manipulative way of selling unnecessary goods and services. Three factors -interest and participation, knowledge and awareness, and ethics -were perceived as the most important aspects of neuromarketing according to the three groups of participants. Analyses of the perception of neuromarketing revealed that neurologists and marketing professionals perceive neuromarketing more favorably than marketing academics.

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Purpose -The purpose of this paper is to determine which strategic objective factors have significant effects on competitive advantage of private label manufacturers in Turkey. Design/methodology/approach -A study was conducted of 90 Turkish private label manufacturers. A web-based questionnaire was the chosen method. Findings -Three strategic objective factors were found to have an effect on competitive advantage: production efficiency, market embeddedness and product selling control. Research limitations/implications -A comparative analysis between retailers and manufacturers of private labels was regarded as necessary to learn about their perspectives regarding competition. The large sample size encouraged confident generalization of the findings. Another limitation was only analyzing data from a country that has a low private label market share. Practical implications -The findings of this paper offer valuable insights to retailers, national brand manufacturers and private label manufacturers, enabling them to learn the triggers for product manufacturing from the perspective of private label manufacturers. Originality/value -It is hoped that this paper will reveal some valuable perspectives from an emerging private label market.

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