UDC 338.46
DOI: 10.36871/ek.up.p.r.2024.04.06.004
Authors
Irina Z. Glebova,
Donetsk National University of Economics and Trade
named after Mikhail Tugan-Baranovsky,
Donetsk, Russia
Abstract
As a result of scientific research, it has been determined that various models and theories that consider the problem of technology implementation, as a rule, focus on the stages of implementation and/or factors influencing the intention or decision to implement or not. A comparative characteristic of models and theories related to the introduction of innovations or technologies is formed and presented, as a result of which theories and models, their positive aspects and limitations of the application of these theories and models are systematized. Conceptualization of the structural model of the factors influencing the introduction of neurobranding technologies is of fundamental importance in the context of exploratory research. Such a model helps to organize and structure empirical research, but also allows you to move from the field to the theory in order to confirm certain concepts and thus expand the theoretical foundations. The author's development is the presented structural model of factors influencing the introduction of neurobranding technologies.
Keywords
neurobranding, conceptualization, structural model, factors, marketing, focus groups, organizational factors, technological factors, individual factors
