How choice ambiguity modulates activity in brain areas representing brand preference: evidence from consumer neuroscience

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

1993 • 9,884 citations

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

1993 • 6,693 citations

The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty

2001 • 5,982 citations

The Economics of Information

1961 • 4,796 citations

Strategic Brand Management: Building, Measuring, and Managing Brand Equity

1997 • 4,126 citations

Building Strong Brands

1995 • 3,908 citations

Strategic Brand Management: Building, Measuring, and Managing Brand Equity.

2000 • 3,216 citations

‘Building Strong Brands’

1996 • 2,162 citations

Brand Synthesis: The Multidimensionality of Brand Knowledge

2003 • 1,812 citations

Brand Equity as a Signaling Phenomenon

1998 • 1,775 citations

Human Brain Function

1997 • 1,712 citations

The economics of information

1963 • 1,438 citations

Neural Correlates of Behavioral Preference for Culturally Familiar Drinks

2004 • 1,304 citations

Brand Credibility, Brand Consideration, and Choice

2004 • 1,142 citations

Orbitofrontal Cortex Encodes Willingness to Pay in Everyday Economic Transactions

2007 • 829 citations

What is ‘neuromarketing’? A discussion and agenda for future research

2006 • 775 citations

When zero is not zero: The problem of ambiguous baseline conditions in fMRI

2001 • 724 citations

Influence of Beer Brand Identification on Taste Perception

1964 • 440 citations

Cultural objects modulate reward circuitry

2002 • 361 citations

Imperfect information in the product market

1989 • 305 citations

Brand equity: is it more important in services?

2001 • 255 citations

Nonlinear Responses Within the Medial Prefrontal Cortex Reveal When Specific Implicit Information Influences Economic Decision Making

2005 • 247 citations

Influence of Beer Brand Identification on Taste Perception

1964 • 224 citations

Nonlinear Responses Within the Medial Prefrontal Cortex Reveal When Specific Implicit Information Influences Economic Decision Making

2005 • 214 citations

Ventromedial prefrontal cortex activation is critical for preference judgments

2003 • 195 citations

Chapter 13 Imperfect information in the product market

1989 • 143 citations

Ventromedial prefrontal cortex activation is critical for preference judgments

2003 • 138 citations

Creating Powerful Brands

2010 • 123 citations

Evidence for a neural correlate of a framing effect: Bias-specific activity in the ventromedial prefrontal cortex during credibility judgments

2005 • 120 citations

Decision Neuroscience

2005 • 112 citations

Prefrontal cortex damage abolishes brand-cued changes in cola preference

2007 • 110 citations

How Neuroscience Can Inform Consumer Research

2008 • 87 citations

Task Repetition Can Affect Functional Magnetic Resonance Imaging-Based Measures of Language Lateralization and Lead to Pseudoincreases in Bilaterality

2004 • 33 citations