The objective of this thesis is to understand the usage of neuromarketing by food companies and to answer the following research question: How do food companies legitimizethe use of neuromarketing? To answer the research question, I conducted a comparative case study. The findings show the understanding of the companies’current marketing strategy and determines the evolvement they took in form of neuromarketing. Using Neuromarketing changed their marketing strategy and helped understand their consumers and adapt their strategy accordingly. This established understanding the current trends such as the importance of being sustainable to the consumers. The interviews also showed me the gap between reality and expectations in their brand communication to their consumer’s vs. in their company. The findings revealed the current status and gave room for future recommendations.
|Date of Award||24 Jan 2022|
- Universidade Católica Portuguesa
|Supervisor||Laure Leglise (Supervisor)|
- Mestrado em Gestão e Administração de Empresas