Mechanism of Consumer's Brand Loyalty Based on Neuromarketing

The consumer's brand loyalty is playing a key and decisive role in the consumer-based brand equity conceptualization and measurement. But information about the mechanism of development of consumer's brand loyalty is still very limited. we hold that neuromarketing as update and disciplinary research method in this field can be employed to analyze the complete process of development of consumers' brand loyalty from the nature of the mechanism of human's brain. We can study deeply three links or modules of the shaping mechanism of consumer's brand loyalty one by one with the help of the technology of functional magnetic resonance image(FMRI) or event-related potential(ERP) to find better path to build a new brand or consolidate an old one based on three elaborately designed experiments.