<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</abstract>

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.

Biomarketing: Understanding Brand Perception through Biological Process, and User-Friendly Materials and Platforms

Scientific Bulletin

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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...

Biomarketing: Understanding Brand Perception through Biological Process, and User-Friendly Materials and Platforms

Data publikacji: 17 cze 2021

Zakres stron: 32 - 38

DOI: https://doi.org/10.2478/bsaft-2021-0004

Słowa kluczowe
Biomarketing, brand perception, biological process, social platforms, communication

© 2021 Toluwase Hezekiah Fatoki, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Biomarketing: Understanding Brand Perception through Biological Process, and User-Friendly Materials and Platforms

Data publikacji: 17 cze 2021

Zakres stron: 32 - 38

DOI: https://doi.org/10.2478/bsaft-2021-0004

Słowa kluczoweBiomarketing, brand perception, biological process, social platforms, communication

© 2021 Toluwase Hezekiah Fatoki, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Słowa kluczowe
Biomarketing, brand perception, biological process, social platforms, communication