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Neuromarketing readiness in Malaysia: where are we now? / Azrin Ali ... [et al.]

In the race to forecast consumer behaviours and purchase patterns, a culmination of new ideas, theories, and research is brought forth and used. One such contemporary study on consumer behaviour is the subject of neuromarketing. An underlying theme among several key concepts in defining neuromarketi...

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Main Authors: Ali, Azrin, Putit, Lennora, Mohamad Arshad, Azlin Shafinaz, Kamall Khan, Yasmin, Hendryati, Heny
Format: Article
Language:English
Published: Faculty of Business and Management 2024
Subjects:
Success in business
Online Access:https://ir.uitm.edu.my/id/eprint/101618/1/101618.pdf
https://ir.uitm.edu.my/id/eprint/101618/
https://journal.uitm.edu.my/ojs/index.php/JIBE/index
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id my.uitm.ir.101618
record_format eprints
spelling my.uitm.ir.1016182024-09-11T18:55:10Z https://ir.uitm.edu.my/id/eprint/101618/ Neuromarketing readiness in Malaysia: where are we now? / Azrin Ali ... [et al.] jibe Ali, Azrin Putit, Lennora Mohamad Arshad, Azlin Shafinaz Kamall Khan, Yasmin Hendryati, Heny Success in business In the race to forecast consumer behaviours and purchase patterns, a culmination of new ideas, theories, and research is brought forth and used. One such contemporary study on consumer behaviour is the subject of neuromarketing. An underlying theme among several key concepts in defining neuromarketing is the ability to measure consumers’ brain activities; it aims to understand the reasoning and reactions toward specific offerings. Although the field of study has garnered worldwide interest, the subject of neuromarketing is only starting to gain traction in Malaysia, with only a few existing literatures observed. This study plans to assess the readiness of companies in Malaysia to implement neuromarketing as part of their overall strategic marketing plan, as well as the comfort level of companies in deploying neuromarketing to increase the effectiveness of the companies’ performance. By applying mixed-method research, several small to medium-sized enterprises (SMEs) would be selected to explore and subsequently examine their comprehension, readiness, and implementation of neuromarketing. Faculty of Business and Management 2024-06 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/101618/1/101618.pdf Neuromarketing readiness in Malaysia: where are we now? / Azrin Ali ... [et al.]. (2024) Journal of International Business, Economics and Entrepreneurship (JIBE) <https://ir.uitm.edu.my/view/publication/Journal_of_International_Business,_Economics_and_Entrepreneurship_=28JIBE=29/>, 9 (1). pp. 52-58. ISSN 2550-1429 https://journal.uitm.edu.my/ojs/index.php/JIBE/index
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Success in business
spellingShingle Success in business
Ali, Azrin
Putit, Lennora
Mohamad Arshad, Azlin Shafinaz
Kamall Khan, Yasmin
Hendryati, Heny
Neuromarketing readiness in Malaysia: where are we now? / Azrin Ali ... [et al.]
description In the race to forecast consumer behaviours and purchase patterns, a culmination of new ideas, theories, and research is brought forth and used. One such contemporary study on consumer behaviour is the subject of neuromarketing. An underlying theme among several key concepts in defining neuromarketing is the ability to measure consumers’ brain activities; it aims to understand the reasoning and reactions toward specific offerings. Although the field of study has garnered worldwide interest, the subject of neuromarketing is only starting to gain traction in Malaysia, with only a few existing literatures observed. This study plans to assess the readiness of companies in Malaysia to implement neuromarketing as part of their overall strategic marketing plan, as well as the comfort level of companies in deploying neuromarketing to increase the effectiveness of the companies’ performance. By applying mixed-method research, several small to medium-sized enterprises (SMEs) would be selected to explore and subsequently examine their comprehension, readiness, and implementation of neuromarketing.
format Article
author Ali, Azrin
Putit, Lennora
Mohamad Arshad, Azlin Shafinaz
Kamall Khan, Yasmin
Hendryati, Heny
author_facet Ali, Azrin
Putit, Lennora
Mohamad Arshad, Azlin Shafinaz
Kamall Khan, Yasmin
Hendryati, Heny
author_sort Ali, Azrin
title Neuromarketing readiness in Malaysia: where are we now? / Azrin Ali ... [et al.]
title_short Neuromarketing readiness in Malaysia: where are we now? / Azrin Ali ... [et al.]
title_full Neuromarketing readiness in Malaysia: where are we now? / Azrin Ali ... [et al.]
title_fullStr Neuromarketing readiness in Malaysia: where are we now? / Azrin Ali ... [et al.]
title_full_unstemmed Neuromarketing readiness in Malaysia: where are we now? / Azrin Ali ... [et al.]
title_sort neuromarketing readiness in malaysia: where are we now? / azrin ali ... [et al.]
publisher Faculty of Business and Management
publishDate 2024
url https://ir.uitm.edu.my/id/eprint/101618/1/101618.pdf
https://ir.uitm.edu.my/id/eprint/101618/
https://journal.uitm.edu.my/ojs/index.php/JIBE/index
_version_ 1811598230436184064
score 13.211869

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