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Original research SYSTEMS-BASED NEUROMARKETING ANALYSIS OF CONSUMER BEHAVIOR IN FASHION USING ISM MODELINGPages 149-158
Abstract
This study explores the evolving landscape of neuromarketing and its impact on the fashion industry, providing insights for marketing managers to enhance their strategies. The research employs Interpretive Structural Modeling (ISM) to establish contextual relationships among various elements influencing neuromarketing in the fashion sector. The study creates an ISM model that illustrates the relationships between neuromarketing enablers, facilitating a comprehensive examination of factors affecting customer behavior and brand image. Key findings highlight the significance of emotional engagement, color psychology, visual attention, and brand perception in the fashion sector. The ISM model identifies driving and dependent powers among these components, offering marketing managers a structured understanding of their interactions. The practical implications include the development of efficient marketing tactics, product design, and brand establishment for fashion companies. By utilizing neuroscientific techniques, these firms can improve their understanding of consumer behavior and maintain competitiveness in a rapidly changing market. The study emphasizes the application of neuromarketing strategies in branding, advertising, and general marketing management for fashion companies. Practical implications extend beyond the fashion industry, providing a valuable model for integrating neuroscience into marketing strategies across various sectors. Overall, the research equips marketing managers with neuroscience-based insights to enhance their tactics, product design, and branding efforts in a dynamic and competitive market. This study closes gaps in the scant literature by being the first to investigate neuromarketing in the fashion sector.
Keywords: Neuromarketing, Fashion Industry, Consumer Behavior, Emotional Engagement, Neuroimaging Techniques, Marketing Strategies.
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Ananya Dwivedi, 
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