How important is the ‘brand effect’ in the specialty coffee industry and, indeed, if we judge coffee primarily on taste alone, does it actually matter? Surprisingly, there is little research in the public domain that investigates how branding has an impact on sensory perception from a neuro-scientific perspective, and therefore our own buying preferences.
In an effort to shed some light on this area, Imane Bouzidi, a neuro-marketing researcher at Copenhagen Business School decided to investigate the role of the brand effect in a behavioral study of customers’ preference towards four coffee-chain brands in the Danish market.
In this #SCAResearch Webinar, Peter Giuliano, Heather Ward, and Morten Münchow talk about the findings of this research.
Read our summary of this interesting research on SCA News: [ Ссылка ]
