Event-related potential N270 correlates of brand extension

Ma, Qingguo; Wang, Xiaoyi; Dai, Sheng; Shu, Liangchao

doi:10.1097/wnr.0b013e3281667d59

Cited by 59 publications

(83 citation statements)

References 23 publications

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“…This result is different from Ma et al's previous study about brand extension, in which Ma et al employed a S1-S2 paradigm to examine the brand extension (Ma et al, 2007). In that prime-probe designed experiment, priming of stimulus 1 (S1) and probing of stimulus 2 (S2) were presented sequentially, and only a negative component, N270, in 200-300 ms in the fronto-central region was found, but no significant negative component was observed in the occipito-temporal area.…”

contrasting

confidence: 82%

“…The stimulus paradigm used in the current study is closer to what consumers face in the marketplace than the S1-S2 paradigm used by Ma et al (2007Ma et al ( , 2008Ma et al ( , 2010. It is the first time that evidence has been found that enables speculation regarding a dual conflict in the cognitive process in the experiment with the W1W2 paradigm.…”

Section: Discussionmentioning

confidence: 91%

“…A series of ERP studies suggested that a negative component N2 could reflect a template mismatch, conflict, or conflict detection (Cui, Wang, Wang, Tian, & Kong, 2000;Folstein & Van Petten, 2008;Van Veen & Carter, 2002;Wang, Cui, Wang, Tian, & Zhang, 2004) in addition to the study on brand extension evaluation by Ma et al (2007). N400 is also a typical ERP component concerned with conflict, which mostly has been interpreted as a reflection of semantic mismatch (Kutas & Journal of Management Analytics 43 Iragui, 1998;Kutas, Van Petten, & Kluender, 2006;Szucs, Soltesz, Czigler, & Csepe, 2007).…”

Section: Introductionmentioning

confidence: 97%

“…Many studies in consumer neuroscience have already localized important brain areas that are associated with the processing of product price (Plassmann, Ambler, Braeutigam, & Kenning, 2007;Plassmann, O'Doherty, & Rangel, 2007;Plassmann, O'Doherty, Shiv, & Rangel, 2008), advertisements (Kenning, Plassmann, & Ahlert, 2007;Plassmann, Ambler, et al, 2007;Plassmann, O'Doherty, et al, 2007) and brands (Deppe, Schwindt, Kugel, Plassmann, & Kenning, 2005;Deppe et al, 2007;Plassmann, O'Doherty, et al, 2007). Ma, Wang, Shu, and Dai (2007) studied the neural processes of brand extension with Event-Related Brain Potentials (ERPs), and found that an ERP component, N270, reflected conflicts of perceived unfitness of a brand extension. Further, they found that the process of perceiving the fitness of a brand extension is a categorization process, and an ERP component, P300, could be considered as a measure of the perceived fitness (Ma, Wang, Shu, & Dai, 2008).…”

Section: Introductionmentioning

confidence: 98%

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The evidence of dual conflict in the evaluation of brand extension: An event-related potential study

2014

Journal of Management Analytics

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Brand extension is one of the central issues in marketing research. The current study employs event-related potentials (ERPs) to investigate the electrophysiological process when subjects make a decision to accept or reject a brand extension composed of two words (W1W2). W1 is always a beverage brand name, and W2 a product name among three product categories: household appliance product (extension type BH), snack product (BS), and beverage product (BB). The behavior and ERPs data showed that subjects found it easy to accept the brand extension in the BB condition, medium in the BS and hard in the BH situation. The negative slow waves in different cortexes suggested that there are two cognitive conflict processes in evaluating a brand extension in the W1W2 paradigm: the conflict between W1 and W2, and the conflict between the whole information of W1W2 and the information retrieved from memory about the products under the brand name in W1.

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contrasting

confidence: 82%

Section: Discussionmentioning

confidence: 91%

Section: Introductionmentioning

confidence: 97%

Section: Introductionmentioning

confidence: 98%

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The evidence of dual conflict in the evaluation of brand extension: An event-related potential study

2014

Journal of Management Analytics

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“…Moreover, previous studies also used event-related potentials (ERPs) to investigate the evaluation of brand extension. For example, Ma et al [8] first used ERPs to study brand extension, in which they found a negative component N270, the amplitude of which varied according to the conflict between the brand name and the product category.…”

Section: Introductionmentioning

confidence: 98%

Extending or creating a new brand

Jin

Wang²,

Yu³

et al. 2015

NeuroReport

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Brand strategy is a critical problem in new product promotion. In relation to this, producers typically have two main options, namely, brand extension and new brand creation. The current study investigated the neural basis of evaluating these brand strategies at the brain level by using event-related potentials. The experiment used a word-pair paradigm, in which the first word was either a famous beverage brand name or a newly created brand, and the second word was a product name from one of the two product categories (beverage or household appliance). Therefore, four conditions existed as follows: a famous beverage brand paired with a beverage product (BB) or with a household appliance (BH) and a newly created brand paired with a beverage product (NB) or with a household appliance (NH). Behavioral results showed that brand extension obtained a higher acceptance rate than new brand creation under the beverage product category; however, a lower acceptance rate was observed under the household appliance category. Moreover, at the brain level, BB elicited lower N400 mean amplitude than the new brand product NB, whereas BH led to higher N400 amplitude than the new brand product NH. These results showed that the likelihood of accepting a product depended on the association between the brand name and product name, and that the N400 could serve as an index of brand strategy evaluation. In addition, this study also confirmed that brand extension is not always the best brand strategy; an inappropriate extension sometimes performed worse than the creation of a new brand. NeuroReport 26:572-577 IntroductionWhen companies attempt to promote a new product, the choice of brand strategy is a problem that requires considerable attention. Brand name has always been considered an important factor that influences the success of product promotion [1]. Generally, companies have two brand strategy options, namely, brand extension or new brand creation. Brand extension is the use of an established and well-known brand name to launch new product categories [2], whereas new brand creation uses a nonfounded brand to introduce a new product.Successful brand extension can help a new product enter a market more easily [2]. Compared with new brand creation, brand extension can help companies capture a greater market share and improve its advertising efficiency [3]. Actually, brand extension is the main method of introducing new products to the market in the hope of reducing introduction costs [4,5]. A total of 81% of new products have been introduced to the market by brand extension [6]. Therefore, many researchers focused on the evaluation of brand extension. Researchers found perception of fitness [7] and the degree of fitness between brand and product name [2] as important factors influencing the brand extension evaluation of consumers as well as the success of the extension. Moreover, previous studies also used event-related potentials (ERPs) to investigate the evaluation of brand extension. For example, Ma et al.[8] first used ERPs to st...

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Neuromarketing and consumer behavior: A bibliometric analysis

Kajla,

Raj,

Kansra

et al. 2023

J of Consumer Behaviour

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Neuromarketing is the field of studying neural signals to comprehend consumer behavior, which can help improve marketing strategies. In the recent past, scholars have conducted research to enhance the conceptual understanding of neuromarketing by applying bibliometric analysis. However, most studies either had a myopic view or considered a few articles. As a result, existing literature fails to provide a nuanced understanding of neuromarketing. The present research addresses this lacuna using a bibliometric analysis of 383 research articles across different domains from the Scopus database. The research covers the most influential authors, articles, top journals, most prominent countries, and institutions in the neuromarketing field. Next, keyword co‐occurrence analysis reveals major themes such as decision‐making in consumers, marketing and consumer behavior, advertisement, non‐invasive techniques in advertisement effectiveness, ERP and brand extension, brand and fMRI. Finally, analyzing the six thematic areas gives valuable insights into the current research. The study also provides research areas for future researchers by identifying the gaps in the present thematic areas.

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Event-related potential N270 correlates of brand extension

Cited by 59 publications

References 23 publications

The evidence of dual conflict in the evaluation of brand extension: An event-related potential study

The evidence of dual conflict in the evaluation of brand extension: An event-related potential study

Extending or creating a new brand

Neuromarketing and consumer behavior: A bibliometric analysis

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