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Watershed Brain Regions for Characterizing Brand Equity-Related Mental Processes.

ABSTRACT: Brand equity is an important intangible for enterprises. As one advantage, products with brand equity can increase revenue, compared with those without such equity. However, unlike tangibles, it is difficult for enterprises to manage brand equity because it exists within consumers' minds. Although, over the past two decades, numerous consumer neuroscience studies have revealed the brain regions related to brand equity, the identification of unique brain regions related to such equity is still controversial. Therefore, this study identifies the unique brain regions related to brand equity and assesses the mental processes derived from these regions. For this purpose, three analysis methods (i.e., the quantitative meta-analysis, chi-square tests, and machine learning) were conducted. The data were collected in accordance with the general procedures of a qualitative meta-analysis. In total, 65 studies (1412 foci) investigating branded objects with brand equity and unbranded objects without brand equity were examined, whereas the neural systems involved for these two brain regions were contrasted. According to the results, the parahippocampal gyrus and the lingual gyrus were unique brand equity-related brain regions, whereas automatic mental processes based on emotional associative memories derived from these regions were characteristic mental processes that discriminate branded from unbranded objects.

SUBMITTER: Watanuki S

PROVIDER: S-EPMC8699238 | biostudies-literature |

REPOSITORIES: biostudies-literature

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Project description: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. Consumer neuroscience, Neuromarketing, DMN, Consumer decision making, ALE, Brand management, fMRI.

Project description:BackgroundEarly-life stress in the form of maternal separation can be associated with alterations in offspring neurodevelopment and brain functioning. Here, we aimed to investigate the potential impact of prolonged maternal separation on proteomic profiling of prefrontal cortex, hippocampus and cerebellum of juvenile and young adult rats. A special attention was devoted to proteins involved in the process of cell death and redox state maintenance.MethodsLong-Evans pups were separated from their mothers for 3 h daily over the first 3 weeks of life (during days 2-21 of age). Brain tissue samples collected from juvenile (22-day-old) and young adult (90-day-old) rats were used for label-free quantitative (LFQ) proteomic analysis. In parallel, selected oxidative stress markers and apoptosis-related proteins were assessed biochemically and by Western blot, respectively.ResultsIn total, 5526 proteins were detected in our proteomic analysis of rat brain tissue. Approximately one tenth of them (586 proteins) represented those involved in cell death processes or regulation of oxidative stress balance. Prolonged maternal separation caused changes in less than half of these proteins (271). The observed alterations in protein expression levels were age-, sex- and brain region-dependent. Interestingly, the proteins detected by mass spectrometry that are known to be involved in the maintenance of redox state were not markedly altered. Accordingly, we did not observe any significant differences between selected oxidative stress markers, such as the levels of hydrogen peroxide, reduced glutathione, protein carbonylation and lipid peroxidation in brain samples from rats that underwent maternal separation and from the corresponding controls. On the other hand, a number of changes were found in cell death-associated proteins, mainly in those involved in the apoptotic and autophagic pathways. However, there were no detectable alterations in the levels of cleaved products of caspases or Bcl-2 family members. Taken together, these data indicate that the apoptotic and autophagic cell death pathways were not activated by maternal separation either in adolescent or young adult rats.ConclusionProlonged maternal separation can distinctly modulate expression profiles of proteins associated with cell death pathways in prefrontal cortex, hippocampus and cerebellum of juvenile rats and the consequences of early-life stress may last into adulthood and likely participate in variations in stress reactivity.

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Watershed Brain Regions for Characterizing Brand Equity-Related Mental Processes.

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