“Business-to-Business-to-Brain?” Reviewing Neuroscience Research in B2B-Marketing Using TCCM Analysis-Reference-Cited by-同舟云学术

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“Business-to-Business-to-Brain?” Reviewing Neuroscience Research in B2B-Marketing Using TCCM Analysis

Published:2024-08 Issue: Volume: Page:1-25
ISSN:1051-712X
Container-title:Journal of Business-to-Business Marketing
language:en
Short-container-title:Journal of Business-to-Business Marketing

Author:

Österle Benjamin¹^ORCID,Herrando Carolina²^ORCID,Köpsel Anne³,Kuhn Marc³^ORCID

Affiliation:

1. Faculty of Management and Sales, Heilbronn University of Applied Sciences, Heilbronn, Germany

2. Department of Marketing Management and Market Research, University of Zaragoza, Zaragoza, Spain

3. Centre for Empirical Research, DHBW Stuttgart, Stuttgart, Germany

Funder

Spanish Government

Publisher

Informa UK Limited

Link

https://www.tandfonline.com/doi/pdf/10.1080/1051712X.2024.2380671

Reference123 articles.

1. Virtual Reality in Marketing: A Framework, Review, and Research Agenda

2. The role of fMRI in detecting attitude toward brand switching: an exploratory study using high technology products

3. Assessing the effectiveness of sponsorship messaging

4. Detecting buyer's role effects to achieve collaborative business relationships in the agriculture business, using electroencephalogram (EEG)

5. Neuromarketing: the hope and hype of neuroimaging in business

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