Characteristics of Human Brain Activity during the Evaluation of Service-to-Service Brand Extension

Frontiers in Human Neuroscience
Taeyang YangSung-Phil Kim

Abstract

Brand extension is a marketing strategy to apply the previously established brand name into new goods or service. A number of studies have reported the characteristics of human event-related potentials (ERPs) in response to the evaluation of goods-to-goods brand extension. In contrast, human brain responses to the evaluation of service extension are relatively unexplored. The aim of this study was investigating cognitive processes underlying the evaluation of service-to-service brand extension with electroencephalography (EEG). A total of 56 text stimuli composed of service brand name (S1) followed by extended service name (S2) were presented to participants. The EEG of participants was recorded while participants were asked to evaluate whether a given brand extension was acceptable or not. The behavioral results revealed that participants could evaluate brand extension though they had little knowledge about the extended services, indicating the role of brand in the evaluation of the services. Additionally, we developed a method of grouping brand extension stimuli according to the fit levels obtained from behavioral responses, instead of grouping of stimuli a priori. The ERP analysis identified three components during the evalu...Continue Reading

References

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Jun 12, 2016·Neuroscience Letters·Agnieszka Fudali-CzyżPrzemysław Tużnik
Mar 25, 2017·Frontiers in Neuroscience·Qian ShangXiaoyi Wang

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Citations

Jul 19, 2019·Frontiers in Neuroscience·Taeyang Yang, Sung-Phil Kim
Feb 11, 2021·Scientific Reports·Taeyang YangSung-Phil Kim
Sep 10, 2021·Frontiers in Neuroscience·Chang LiuRui Shi

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