Neural Correlates of Branding Effects across Different Media

The purpose of branding is to create high brand familiarity and positive brand image which contribute to the building of brand equity. The underlying mechanisms, both at a cognitive and electrophysiological level, are poorly understood. The main goal of this study will be the exploration of the electrophysiological correlates of branding of a familiar product and compare these effects across different media channels. If branding through TV, as explored in one study, produces a certain effect on brain waves, does branding in print and online produce the same or similar effect? The information obtained from this research can be used to either validate branding in the online space or by developing improvements for branding effects in certain media channels.

Faculty Supervisor:

Dr. Mario Liotti

Student:

Isabel Taake

Partner:

Enquiro Search Solutions Inc.

Discipline:

Psychology

Sector:

Finance, insurance and business

University:

Simon Fraser University