NEUROMARKETING AND EMOTIONS: SUCCESSFUL FACTORS IN THE CONSTRUCTION OF BRANDS IN EMPLOYMENT

Abstract

This research aims to determine the use of Neuromarketing and emotions to ensure success in the construction of brands in the endeavors of the city and Quevedo. Through the literature review it is determined that Branding, a discipline oriented to the measurement of irrational reactions that make possible an emotional relationship with the consumer, because it captures brain attention, reinforces personal experience in the satisfaction of needs. The methodology used for the research is of a qualitative nature and an intentional sample of 110 enterprises from the city of Quevedo affiliated to the Chamber of Commerce was used. In this sense, the research shows that the enterprises of the city of Quevedo use Neuromarketing to get to know consumers and develop other important marketing processes. In this application, the knowledge that entrepreneurs have about this discipline has a positive influence, which means that in the construction of the brand, consider the emotional stimulus of the clients to generate a connection that makes possible the positioning of their businesses, despite their application, its generalization is limited by questions of cost and ignorance.