ANALYSIS OF VISUAL BRAND IDENTITY IN THE FAST FOOD SECTOR: A NEUROMARKETING STUDY

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Published: Apr 29, 2024
DOI: https://doi.org/10.35742/rcci.2024.29.e300
Keywords:
neuroscience, branding, visual image, electroencephalogram (EEG), galvanic skin response (GSR), eye tracking, neuromarketing

Main Article Content

Natividad Crespo-Tejero
ESIC University
https://orcid.org/0000-0003-4541-8120
Sara Comendador Díaz-Maroto
Alsea
https://orcid.org/0009-0006-9765-6453
Susana Fernandez-Lores
ESIC University/ESIC Business and Marketing School
https://orcid.org/0000-0002-1164-0703

Abstract

Introduction: Brand strategy is a key element in any FMCG company and measuring the impact it generates on consumers is a must. The objective of this study is to analyze the cognitive, affective and behavioral responses generated by the visual communication elements used by two companies (Foster’s Hollywood and VICIO) in order to identify the best strategies developed. Methodology: An experiment was designed applying different neurophysiological techniques: electroencephalogram (EEG), eye tracking and galvanic skin response (GSR). A sample of 18 subjects, aged 22-30 years, participated in the experiment. The stimuli used included physical and digital communication elements. The devices used as well as the analysis software were provided by BitBrain Technologies. Results: It is worth noting that there are significant differences in valence in favor of VICIO and in memorization in favor of Foster’s Hollywood in the images analyzed in Instragram. In addition, although the differences found are not significant, it is observed that VICIO’s architecture on the website generates greater engagement and liking; while VICIO’s outdoor advertising elements obtain better scores in all metrics. Discussion: The style used by the VICIO brand seems to generate a greater impact on users’ affective responses. Conclusions: This study contributes to a better understanding of the effects of communication strategies by identifying which tools work most effectively in building a powerful brand image.

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How to Cite
Crespo-Tejero, Natividad, Sara Comendador Díaz-Maroto, and Susana Fernandez-Lores. 2024. “ANALYSIS OF VISUAL BRAND IDENTITY IN THE FAST FOOD SECTOR: A NEUROMARKETING STUDY”. Revista de Ciencias de la Comunicación e Información 29 (April). https://doi.org/10.35742/rcci.2024.29.e300.
Issue
Vol. 29 (2024)
Section
Challenges of Neuromarketing in the Academic Field
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Author Biographies

Natividad Crespo-Tejero, ESIC University

Professor of the Department of Communication and Marketing at ESIC University. PhD in Psychology from the Autonomous University of Madrid (UAM) and master's degree from the Complutense University of Madrid (UCM). She is currently the director of the academic degree in marketing and the head of the neuromarketing laboratory at ESIC University. In recent years she has published several academic articles in high impact journals focused on the study of consumer behavior and neuromarketing. Her research has been presented in more than 30 national and international conferences and she is the author of several articles and book chapters focused on the study of neuroscience. Her research interests focus on consumer behavior, neuromarketing and new technologies.

Sara Comendador Díaz-Maroto, Alsea

She holds a degree in Business Administration and Management from the UCLM. She holds a master’s degree in marketing management from ESIC University. She is currently working as a Marketing Technician in the renowned multi-brand company ALSEA, specifically for the Foster's Hollywood brand.

Susana Fernandez-Lores, ESIC University/ESIC Business and Marketing School

Susana Fernández-Lores has a PhD in Marketing (UCM), a master’s degree in Sales and Marketing Management (IE Business School) and a degree in Advertising and Public Relations. Accredited as a full professor (ANECA), she is currently a professor at ESIC University teaching undergraduate and postgraduate students, a task she combines with her work as Director of the Office of Transfer of Research Results (OTRI). She is also Editor-in-Chief of the International Academic Journal of Communication Research aDResearch ESIC and associate editor of the Spanish Journal of Marketing-ESIC. She has written numerous book chapters and academic articles (h11 index) and has participated as a speaker at academic and professional conferences. She is co-author of the Experiential Engagement at Work Model. Her research focuses on branding, communication, and new technologies.

Throughout her professional career, with more than 25 years of experience in different communication and advertising agencies, she has held different senior positions and managed all kinds of campaigns - communication, advertising, promotions or events - in coordination with the marketing and commercial departments of national and international advertisers.

 

 

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