ArticleHeliyon2022
Neural substrates of brand equity: applying a quantitative meta-analytical method for neuroimage studies.
Article in Heliyon, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
What it found
Each row is one number read from the abstract, on the scale the paper reported it, with its interval. Left of the dashed line favours the treatment, right favours the comparator. Under each row is the sentence it came from. New to these charts? A ten-minute tutorial.
The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.
Who cites it
0 citing papers in PubMed.
No citing paper in PubMed yet.
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
2 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Although the concept of brand equity has been investigated using various approaches, a comprehensive neural basis for brand equity remains unclear. The default mode network (DMN) as a mental process might influence brand equity related consumers' decision-making, as reported in the marketing literature. While studies on the overlapping regions between the DMN and value-based decision-making related brain regions have been reported in neuroscience literature, relationships between the DMN and a neural mechanism of brand equity have not been clarified. The aim of our study is to identify neural substrates of brand equity and examine brand equity-related mental processes by comparing them to the DMN. To determine the neural substrates of brand equity, we first carried out the activation likelihood estimation (ALE) meta-analysis. We examined 26 studies using branded objects as experimental stimuli for the ALE. Next, we set the output regions from ALE as the region of interest for meta-analytic connectivity modeling (MACM). Further, we compared the brand equity-related brain network (BE-RBN) revealed by the MACM with the DMN. We confirmed that the BE-RBN brain regions overlap with the medial temporal lobule (MTL) sub-system, a module composed of the DMN but excluding the retrosplenial cortex. Further, we discovered that several brain regions apart from the DMN are also distinctive BE-RBN brain regions (i.e., the insula, the inferior frontal gyrus, amygdala, ventral striatum, parietal region). We decoded the BE-RBN brain regions using the BrandMap module. The decoded results revealed that the brand equity-related mental processes are complex constructs integrated via multiple mental processes such as self-referential, reward, emotional, memory, and sensorimotor processing. Our study demonstrated that the DMN alone is insufficient to engage in brand equity-related mental processes. Therefore, marketers are required to make strategic plans to integrate the five consumer's multiple mental processes while building brand equity.
Indexed as
Identifiers
What OpenQuestion holds
Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.