ABSTRACT
This chapter aims to define the concept of neuromarketing, explores its application in branding, and considers the associated ethical implications. It examines the three dimensions of consumer engagement: cognitive, emotional, and behavioural. The chapter discusses the characteristics of big data, as well as its contribution to value creation and competitive advantage. It explains various metrics which can be employed to measure consumer engagement and suggests ways brand marketers can facilitate consumer engagement. The chapter critically describes the anti(social) consequences of consumer analytics and data mining. It outlines the Internet of Things and its implications for branding strategies. Identifying strong networks of brands can help organisations pursue an experiential marketing strategy. Neuromarketing combines neuroscience with marketing to study consumer behaviour from the perspective of the human brain: "ignoring neuro-imaging as a way to understand consumer behaviour would be as absurd as astronomers refusing to use electronic telescopes".
