Brand Loyalty in the Light of Neuromarketing Data: A Comparative Analysis with Traditional Communication Theories

Authors : Alakbar Karimli, Azar Gulushlu

Pages : 96-110

Doi:10.58724/assam.1806320

View : 69 | Download : 154

Publication Date : 2025-12-22

Article Type : Research Paper

Abstract :This study aims to comparatively examine traditional brand loyalty models and neuromarketing approaches in order to reveal the role of unconscious influences in understanding consumer behavior and building brand loyalty. While traditional marketing theories generally explain consumer loyalty through conscious attitudes, intentions, and repeated purchasing behaviors, neuromarketing provides a deeper analysis by measuring the effects of emotional and cognitive neurological mechanisms in decision-making processes. Using the literature review method, the study analyzes traditional communication theories (AIDA model, Elaboration Likelihood Model, Uses and Gratifications Theory) and core neuromarketing techniques (fMRI, EEG, eye-tracking, facial coding), and compares the findings of both approaches through the example of Apple Inc. The findings reveal that in consumers loyal to the Apple brand, high levels of activation were observed in brain regions associated with reward and memory (vmPFC, hippocampus), indicating a strong emotional bond and identity-based attachment to the brand. The results of the research show that neuromarketing is complementary to traditional methods and that a more holistic approach is needed to understand consumer loyalty. It is emphasized that marketing communication strategies should not only be designed based on rational utility, but also in a way that appeals to emotional and neurological stimuli. In this context, the study highlights the importance of an interdisciplinary approach in marketing research and also recommends that ethical boundaries be respected
Keywords : Nöropazarlama, Marka Sadakati, Tüketici Davranışı, fMRI, EEG, Duygusal Bağ

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