Neural substrates of brand equity: applying a quantitative meta-analytical method for neuroimage studies

Abstract

Although the concept of brand equity has been investigated using various approaches, a comprehensive neural basis for brand equity remains unclear. The default mode network (DMN) as a mental process might influence brand equity related consumers' decision-making, as reported in the marketing literature. While studies on the overlapping regions between the DMN and value-based decision-making related brain regions have been reported in neuroscience literature, relationships between the DMN and a neural mechanism of brand equity have not been clarified. The aim of our study is to identify neural substrates of brand equity and examine brand equity-related mental processes by comparing them to the DMN. To determine the neural substrates of brand equity, we first carried out the activation likelihood estimation (ALE) meta-analysis. We examined 26 studies using branded objects as experimental stimuli for the ALE. Next, we set the output regions from ALE as the region of interest for meta-analytic connectivity modeling (MACM). Further, we compared the brand equity-related brain network (BE-RBN) revealed by the MACM with the DMN. We confirmed that the BE-RBN brain regions overlap with the medial temporal lobule (MTL) sub-system, a module composed of the DMN but excluding the retrosplenial cortex. Further, we discovered that several brain regions apart from the DMN are also distinctive BE-RBN brain regions (i.e., the insula, the inferior frontal gyrus, amygdala, ventral striatum, parietal region). We decoded the BE-RBN brain regions using the BrandMap module. The decoded results revealed that the brand equity-related mental processes are complex constructs integrated via multiple mental processes such as self-referential, reward, emotional, memory, and sensorimotor processing. Our study demonstrated that the DMN alone is insufficient to engage in brand equity-related mental processes. Therefore, marketers are required to make strategic plans to integrate the five consumer's multiple mental processes while building brand equity.

Keywords: ALE; Brand management; Consumer decision making; Consumer neuroscience; DMN; Neuromarketing; fMRI.

Figure 1

Prisma flow diagram.

Figure 2

Results of activation likelihood estimation values for brand equity (cluster-level P < 0.05, cluster-forming threshold at voxel level: P < 0.001). (a) 3D view, Crosshair (-4, -70, -21), (b) Coronal view, Crosshair (30, -18, -18), (c) Coronal view, Crosshair (18, -4, -16)/Abbreviations; MPFC, medial prefrontal cortex; VMPFC, ventral medial prefrontal cortex; VS, ventral striatum; RSC, retrosplenial cortex. (d) ROIs for the meta-analytic connectivity modeling; Red = Cluster 1, Green = Cluster 2, Blue = Cluster 3, Brown = Cluster 4, Yellow = Cluster 5.

Figure 3

Activated brain regions of both the default mode network and the brand equity related brain network. (a) Brain regions of the default mode network, Crosshairs (0, 0, 0), (b) Brain regions of Brand equity related brain network, Crosshairs (0, 0, 0)/Abbreviations; ACC, anterior cingulate cortex; Amy, amygdala; BA, Brodmann area; CG, cingulate cortex; DMPFC, dorsal medial prefrontal cortex; HP, hippocampus; Ins, insula; MPFC, medial prefrontal cortex; MTG, middle temporal gyrus; PCC, posterior cingulate cortex; PHG, parahippocampal gyrus; PreC, precuneus; PreCG, precentral gyrus; SFG, superior frontal gyrus; STG, superior temporal gyrus; VMPFC, ventral medial prefrontal cortex; VS, ventral striatum.

Figure 4

Results of conjunction and contrast analysis. (a)Results of conjunction analysis, Sagittal and Coronal view, Crosshairs (0, 0, 0); Axial view, Crosshair (0, -20, -13), (b) Results of contrast analysis (BE-RBN>DMN), Crosshairs (0, 0, 0), (c) Results of contrast analysis (BE-RBNAbbreviations; ACC, anterior cingulate cortex; Amy, amygdala; BA, Brodmann area; BE-RBN, brand equity related brain network; CG, cingulate cortex; DMN, default, mode network; DMPFC, dorsal medial prefrontal cortex; HP, hippocampus; Ins, insula; MPFC, medial prefrontal cortex; MTG, middle temporal gyrus; PCC, posterior cingulate cortex; PHG, parahippocampal gyrus; PreC, precuneus; PreCG, precentral gyrus; SFG, superior frontal gyrus; STG, superior temporal gyrus; VMPFC, ventral medial prefrontal cortex; VS, ventral striatum.

Figure 5

Spherical ROIs created based on the results of conjunction and contrast analysis. (a)Results of conjunction analysis, Sagittal and Axial view, Crosshairs (0, 0, 0); Coronal view, Crosshair (0, -2, 0), (b) Results of contrast analysis (BE-RBN>DMN), Sagittal view, Crosshairs (0, 0, 0); Coronal view, Crosshairs (0, -6, 0); Axial view, Crosshairs (0, 0, 7) (c) Results of contrast analysis (BE-RBNAbbreviations; CL, cluster.