Brand Loyalty in the Light of Neuromarketing Data: A Comparative Analysis with Traditional Communication Theories

Öz

Bu çalışma, geleneksel marka sadakati modelleri ile nöropazarlama yaklaşımlarını karşılaştırmalı olarak inceleyerek, tüketici davranışlarını anlama ve marka sadakati oluşturma süreçlerinde bilinçdışı etkilerin rolünü ortaya koymayı amaçlamaktadır. Geleneksel pazarlama teorileri, tüketici sadakatini genellikle bilinçli tutumlar, niyetler ve tekrarlanan satın alma davranışları üzerinden açıklarken; nöropazarlama, karar alma süreçlerinde duygusal ve bilişsel nörolojik mekanizmaların etkisini ölçerek daha derinlemesine bir analiz sunmaktadır. Çalışmada, literatür taraması yöntemi kullanılarak geleneksel iletişim kuramları (AIDA modeli, ELM, Kullanımlar ve Doyumlar Kuramı) ile nöropazarlamanın temel teknikleri (fMRI, EEG, göz izleme, yüz kodlama) incelenmiş; Apple Inc. örneği üzerinden iki yaklaşımın bulguları karşılaştırılmıştır. Bulgular, Apple markasına sadık tüketicilerde beynin ödül ve bellekle ilişkili bölgelerinde (vmPFC, hipokampus) yüksek düzeyde aktivasyon gözlemlendiğini, bu durumun marka ile kurulan duygusal bağın ve kimlik temelli aidiyetin göstergesi olduğunu ortaya koymuştur. Araştırmanın sonuçları, nöropazarlamanın geleneksel yöntemleri tamamlayıcı nitelikte olduğunu ve tüketici sadakatini anlamada daha bütüncül bir yaklaşımın gerekli olduğunu göstermektedir. Pazarlama iletişimi stratejilerinin, sadece rasyonel fayda temelli değil, aynı zamanda duygusal ve nörolojik uyaranlara hitap eden bir yapıda tasarlanması gerektiği vurgulanmaktadır. Bu bağlamda çalışma, pazarlama araştırmalarında disiplinlerarası bir yaklaşımın önemine işaret ederken, aynı zamanda etik sınırların da gözetilmesi gerektiğini önermektedir.

Anahtar Kelimeler

• Nöropazarlama
• Marka Sadakati
• Tüketici Davranışı
• fMRI
• EEG
• Duygusal Bağ

Brand Loyalty in the Light of Neuromarketing Data: A Comparative Analysis with Traditional Communication Theories

Abstract

This study aims to comparatively examine traditional brand loyalty models and neuromarketing approaches in order to reveal the role of unconscious influences in understanding consumer behavior and building brand loyalty. While traditional marketing theories generally explain consumer loyalty through conscious attitudes, intentions, and repeated purchasing behaviors, neuromarketing provides a deeper analysis by measuring the effects of emotional and cognitive neurological mechanisms in decision-making processes. Using the literature review method, the study analyzes traditional communication theories (AIDA model, Elaboration Likelihood Model, Uses and Gratifications Theory) and core neuromarketing techniques (fMRI, EEG, eye-tracking, facial coding), and compares the findings of both approaches through the example of Apple Inc. The findings reveal that in consumers loyal to the Apple brand, high levels of activation were observed in brain regions associated with reward and memory (vmPFC, hippocampus), indicating a strong emotional bond and identity-based attachment to the brand. The results of the research show that neuromarketing is complementary to traditional methods and that a more holistic approach is needed to understand consumer loyalty. It is emphasized that marketing communication strategies should not only be designed based on rational utility, but also in a way that appeals to emotional and neurological stimuli. In this context, the study highlights the importance of an interdisciplinary approach in marketing research and also recommends that ethical boundaries be respected

Keywords

• Neuromarketing
• Brand Loyalty
• Consumer Behavior
• fMRI
• EEG
• Emotional Bond

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