Neuromarketing and Brand Loyalty: Analysis of Brain Response to Recognized Brands

Abstract

The present study aims to analyze the relationship between the brain response generated by recognized brands in consumers and the construction of loyalty towards those brands. For this purpose, a quantitative, descriptive-correlational approach was applied through a structured questionnaire, divided into two sections, which was administered to 100 participants. The results indicate that participants show a moderately positive attitude towards the brands, with average recognition and loyalty scores close to 3 on a scale from 1 to 5. The statement “This brand feels familiar to me” received the highest score, indicating an effective brand presence. Additionally, a high and statistically significant positive correlation  was found between recognition and loyalty, suggesting that greater recognition is associated with higher loyalty. Brands that activate brain regions linked to emotion and memory tend to generate greater loyalty among consumers. This finding confirms that brain response can be a relevant predictor for designing marketing strategies that strengthen the emotional and cognitive relationship between brand and consumer.