NEUROMARKETING AND ITS IMPACT ON BRAND BUILDING AND CUSTOMER LOYALTY IN IRAQ: A CASE STUDY OF APPLE PRODUCT SALES IN BAGHDAD
Keywords:
Neuromarketing; Brand Building; Customer Loyalty; Consumer Behaviour; Baghdad; Iraq.Abstract
Background information: Neuromarketing is the merging of multiple disciplines of neuroscience and marketing in order to gain an understanding of the psychology and neuroscience that lie behind consumer behaviours. The application of neuromarketing in developing economies, especially in Iraq, has been limited and empirical evidence on the use of neuromarketing in developing economy is limited. Research Objective: The impact of the neuromarketing stimuli and the perception of the product on consumer loyalty, in the case of Apple's product sales in Baghdad. Methodology: Descriptive – Analytical was used. A structured, pilot-tested questionnaire was used to collect the data from 250 users of Apple products for the study, who were selected in three major shopping centres in Baghdad (Dream City Mall, Mansour Mall, and Baghdad Mall) using stratified random sampling. The reliability of the instruments was confirmed using Cronbach's alpha (α = 0.780). Descriptive statistics, Pearson correlation and multiple regression analysis were used to analyse the data (SPSS v.26). Results: Neuromarketing stimuli (B = 0.255, β = 0.302, t = 3.805, p < 0.01) and brand perception (B = 0.248, β = 0.282, t = 3.179, p < 0.01) both significantly predicted customer loyalty (R² = 0.318). The mean scores for each construct were between 3.42 and 3.66 on a 5-point Likert scale, suggesting high engagement with the Apple brand. The results: The stimuli of neuromarketing can be considered as one of the most important factors that influence customer loyalty in the market of Baghdad, as the perception of the brands. The results indicate that there is a need to apply neuromarketing concepts to local marketing in order to build brand loyalty and relationships with customers.
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