Open AccessBiomarketing: Understanding Brand Perception through Biological Process, and User-Friendly Materials and Platforms
Author(s) -
Toluwase Hezekiah Fatoki
Publication year - 2021
Publication title -
scientific bulletin
Language(s) - English
Resource type - Journals
ISSN - 2451-3148
DOI - 10.2478/bsaft-2021-0004
Subject(s) - clarity , perspective (graphical) , perception , process (computing) , work (physics) , marketing , business , psychology , computer science , engineering , neuroscience , biology , mechanical engineering , biochemistry , artificial intelligence , operating system
The aim of this work is to provide a cogent review of biomarketing. This review work will pave the way for the study of how brand engagement and buying decision could be understood through the biological perspective by holistic and strategic marketing communications. The methods used was the mining of relevant literature and websites on marketing with perspective of biology. Biomarketing is an emerging discipline that traverse the fields of social and biological science. Biomarketing pose that the interactions between salespeople and customers can be studied from a biological perspective. The emerging research in marketing studies of buyer–seller interactions has explored the role of genes, hormones, and pleasure and pain processes. Clarity in health communication aid customer understanding of brand information. Future work in biomarketing field would be to investigate the mechanistic association of biomarkers in brain and blood of customers with the brand and the market benefits.