Watanuki Shinya
Department of Marketing, Faculty of Commerce, University of Marketing and Distribution Sciences, Kobe, Hyogo, Japan.
Front Neurosci. 2025 Jan 3;18:1443578. doi: 10.3389/fnins.2024.1443578. eCollection 2024.
Brand love is a crucial construct in marketing strategies. Building brand love can generate stable profits for enterprises. Although the marketing literature points out that aesthetic factors contribute to establishing the relationship as a trigger, to what stage of the relationship do they influence the minds of consumers? The present study attempts to reveal the involvement of aesthetic experiences in brand love developmental dynamics.
Using the activation likelihood estimation method, we address this issue by assessing overlapping brain regions between brand love at each stage and aesthetic experiences. We adopted three major meta-analytic decoding analysis modules to objectively interpret these brain regions, namely, Neurosynth, NeuroQuery, and the Behavioral Analysis plugin (BrainMap platform). Moreover, we performed a correspondence analysis to identify relationships of mental processes between aesthetic experiences and brand love in each developmental stage of brand love.
Our results suggest that the same neural mechanism and mental processes may be underlaid between brand love and aesthetic experiences across all stages. Although reward- and emotion-related mental processes are commonly underlaid between brand love at the first-half stage and aesthetic experiences, exteroceptive and interoceptive signals may drive those mental processes between the early and migration stages of brand love, respectively, and aesthetic experiences. Overlapping regions of brand love at the stable stage and aesthetic experiences may be associated with semantic processing.
We demonstrate that several brain regions overlapped between brand love and aesthetic experiences across all the brand love developmental stages. Therefore, aesthetic experiences might be associated with the mental processes of brand love development through all the developmental stages. Our results suggest that aesthetic experiences are essential elements for developing brand-love relationships.
Our findings indicate that marketers should recognize that aesthetic experiences play a crucial role in building a bond between brands and consumers, not only when choosing brands. Thus, marketers need to design visual strategies from the view of nurturing brand-love relationships.
品牌热爱是营销策略中的一个关键概念。建立品牌热爱能够为企业带来稳定利润。尽管营销文献指出审美因素有助于作为一种触发因素来建立这种关系，但它们会在关系的哪个阶段影响消费者的心理呢？本研究试图揭示审美体验在品牌热爱发展动态中的参与情况。
我们使用激活可能性估计方法，通过评估品牌热爱各阶段与审美体验之间重叠的脑区来解决这个问题。我们采用了三个主要的元分析解码分析模块来客观解释这些脑区，即Neurosynth、NeuroQuery和行为分析插件（BrainMap平台）。此外，我们进行了对应分析，以确定在品牌热爱的每个发展阶段审美体验与品牌热爱之间心理过程的关系。
我们的结果表明，在所有阶段，品牌热爱和审美体验之间可能存在相同的神经机制和心理过程。虽然与奖励和情感相关的心理过程通常存在于品牌热爱前半阶段与审美体验之间，但外感受和内感受信号可能分别在品牌热爱的早期和迁移阶段驱动这些心理过程以及审美体验。品牌热爱稳定阶段与审美体验的重叠区域可能与语义处理有关。
我们证明了在品牌热爱的所有发展阶段，品牌热爱与审美体验之间存在几个重叠的脑区。因此，审美体验可能在品牌热爱发展的所有阶段都与心理过程相关。我们的结果表明，审美体验是发展品牌热爱关系的关键要素。
我们的研究结果表明，营销人员应该认识到审美体验在建立品牌与消费者之间的联系中起着至关重要的作用，而不仅仅是在选择品牌时。因此，营销人员需要从培育品牌热爱关系的角度设计视觉策略。
