16 Nov Paper: Unleashing Your Retail Brand – Brand Equity As A Success Indicator
Discover the new paper “Unleashing Your Retail Brand Effectively in the Virtual Consumption World: Three Insights Steps Away From Success”, published in the INsights Magazine of the Neuromarketing Science & Business Association (NMSBA). In this paper, the author team, consisting of Dr. Steffen Schmidt, Philipp Reiter, Gesa Lischka, Astrid Mewes, Frank Buckler and Dr. Jonathan Mall, shows how brand equity can be strengthened for a higher market share in eCommerce. To do so, they apply a three-step approach of neuromarketing and AI-based techniques. Using Procter & Gamble’s Pantene shampoo brand, they demonstrate how to increase market share in competition with Head & Shoulders, L’Oréal and Garnier.
The full article with exciting insights and recommendations can be found here.