Involvement of bilateral insula in brand extension evaluation: an fMRI study

Abstract The present study aims to investigate functional involvement of brain areas in consumers’ evaluation of brand extension that refers to the use of well-established brand for launching new offerings. During functional magnetic resonance imaging (fMRI) scanning, participants viewed a beverage...

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Bibliographic Details
Main Authors: Taeyang Yang, Ji-Hyun Kim, Junsuk Kim, Sung-Phil Kim
Format: Article
Published: Nature Publishing Group 2021-02-01
Series:Scientific Reports
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