Exploring factors influencing neuromarketing implementation in Malaysian universities: barriers and enablers
This paper aims to explore academicians’ perceptions and perspectives regarding the limitations, challenges, and potential solutions of neuromarketing implementations in the Malaysian context. A semi-structured interview with 16 academicians was conducted. The findings revealed that several issues h...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI
2023
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| Subjects: | |
| Online Access: | http://eprints.utm.my/107356/1/AhmedHAlsharif2023_ExploringFactorsInfluencingNeuromarketing.pdf |