Decoding Neuromarketing Strategies: Unveiling Its Role on Brand Equity

Abstract

Investigating consumer perceptions concerning neuromarketing strategies employed by marketers and the resultant impact on brand equity constitutes the core of the study. This chapter investigates the various neuromarketing strategies to ascertain their importance in influencing brand equity with a specific focus on 162 consumers of the Kangra District of Himachal Pradesh using convenience sampling. By employing empirical analysis and conceptual framework, the study seeks to ascertain how the neuromarketing strategies—brand positioning, brand awareness, brand prestige, performance, feeling, judgment, branding, advertisement, purchase decision, product design, and innovation—influence the brand equity. The findings offer valuable insights that will enlighten businesses and consumers about the implications of neuromarketing on customer choices and brand perception through the development of more productive consumer enticement strategies.