Subject. The article discusses neurobranding as a new research approach. Objectives. The focus is on the conceptualization of the structural model of factors influencing the introduction of neurobranding technologies. Methods. We developed a structural model of factors influencing the introduction of neurobranding technologies based on the metatheoretical method of cognition. Results. The paper established that the structural model of factors influencing the introduction of neurobranding technologies rests on four types of factors (technological, organizational, individual, and environmental) and expands the theoretical basis of research in the field of neurobranding. Conclusions. Technological, organizational, individual, and environmental factors can be used to study the implementation of neurobranding in various contexts. The identified factors have a positive or negative impact on the introduction of neurobranding technologies.
Keywords: neurobranding, environmental factor, focus group
References:
Kotler P., Setiawan I., Kartajaya H. Marketing 5.0. Tekhnologii sleduyushchego pokoleniya [Marketing 5.0. Next Generation Technologies]. Moscow, Eksmo Publ., 2022, 272 p.
Kal'kova N.N. [Applied tools of neuromarketing and neurobranding]. Vestnik Altaiskoi akademii ekonomiki i prava = Bulletin of Altai Academy of Economics and Law, 2022, no. 12-2, pp. 239–249. URL: Link (In Russ.)
Kal'kova N.N. [Neurobranding research: Ethical issues]. Nauchnyi vestnik: finansy, banki, investitsii = Scientific Bulletin: Finance, Banking, Investment, 2022, no. 4, pp. 100–113. URL: Link (In Russ.)
Ason T.A. [Prospects for the development of the world oil market]. Vestnik Evraziiskoi nauki, 2019, no. 5. (In Russ.) URL: Link
Golovchanskaya E.E., Velikanov V.V. Aktivnost' innovatsionnogo protsessa obshchestva: monografiya [The activity of the innovative process of the society: a monograph]. Volgograd, VSPU Publ., 2010, 156 p.
Sazanova S.L. [Institutional theory of organization]. Vestnik Universiteta, 2015, no. 8, pp. 61–66. URL: Link (In Russ.)
Sarkis J., Qinghua Zhu, Kee-hung Lai. An Organizational Theoretic Review of Green Supply Chain Management Literature. International Journal of Production Economics, 2012, vol. 130, iss. 1, pp. 1–15. URL: Link
Elubaeva N.O. [Innovations in neuromarketing: Trends for 2023]. Molodoi uchenyi = Young Scientist, 2022, no. 51, pp. 407–411. URL: Link (In Russ.)
Potemkin A.I., Zadorozhnaya I.V. [The role of the theory of institutional isomorphism in the modernization of the Russian economy]. Servis v Rossii i za rubezhom, 2012, no. 3. (In Russ.) URL: Link
Novikov T.G. [Formation of corporate social responsibility in organizations]. Molodoi uchenyi = Young Scientist, 2020, no. 2, pp. 291–293. URL: Link (In Russ.)
Makhnonosov D.V. [Neuromarketing technologies in the organization of trade and promotion of goods and services]. Zhurnal prikladnykh issledovanii, 2021, no. 4. (In Russ.) URL: Link
Flores J., Baruca A., Saldivar R. Is neuromarketing ethical? Consumers say yes. Consumers say no. Journal of Legal, Ethical and Regulatory Issues, 2014, vol. 17, iss. 2, pp. 77–92. URL: Link
Kobylyatskii M.K. [Technology Adoption as a Key Factor in Digital Development]. Mezhdunarodnyi nauchno-issledovatel'skii zhurnal, 2024, no. 4. (In Russ.) URL: Link
Hee-dong Yang, Youngjin Yoo. It's all about attitude: Revisiting the technology acceptance model. Decision Support Systems, 2004, vol. 38, iss. 1, pp. 19–31. URL: Link00062-9
Onofryuk T.I. [Forecasting consumer behavior based on the integration of neural networks into marketing research]. Molodoi uchenyi = Young Scientist, 2019, no. 28, pp. 83–86. URL: Link (In Russ.)
Zubarev N.Yu. [Analysis of factors affecting the implementation of innovations in the scientific and technical developments of the university]. Vestnik Evraziiskoi nauki, 2022, vol. 14, no. 6. (In Russ.) URL: Link
Bel'zetskii A.I. [Hybrid neural network model for forecasting market behaviour]. Zhurnal Belorusskogo gosudarstvennogo universiteta. Ekonomika = Journal of Belarusian State University. Economics, 2023, no. 2, pp. 25–38. URL: Link (In Russ.)
