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Analysis of Brand Associations Perception Using Neuromarketing Tools

Student: Anastasia Nedelko

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2017

The goal of this work is to analyze the perceptions of congruent and incongruent brand associations given through online brand communities, using the tools of neuromarketing and traditional research. The work consists of an introduction, conclusion and four main chapters. The dissertation deals with some branding conceptions and theoretical and practical aspects of neuromarketing, as well as the results of an empirical research that was aimed at research of semantic brand associations and consisted of a neuroexperiment and a traditional study. In general, all the tasks have been solved, and in the end of the work there are conclusions and recommendations for brands that have their online communities.

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