Emotional Artificial Intelligence and Brand Association: A Neuro-Bibliometric Study

This study conducts a comprehensive bibliometric analysis to explore the research landscape in neuromarketing and brand association. With a growing interest in the neural mechanisms influencing consumer behavior, neuromarketing leverages neuroscientific techniques like fMRI, EEG, and eye tracking to uncover subconscious decision-making processes. The study aims to map research trends, identify key themes, and highlight influential works within this field. Using data from Scopus and Web of Science, the methodology includes examining publication growth, geographic distribution, co-authorship networks, and keyword co-occurrence over the past two decades. The data collection process employed effective keywords such as "neuromarketing," "brand association," "EEG," "fMRI," and "consumer behavior," ensuring a comprehensive dataset of peer-reviewed articles. The findings reveal significant growth in publications, with notable contributions from North America and Europe, and increasing input from Asia. Key insights highlight the central role of emotional engagement, sensory marketing, and the integration of advanced technologies like AI and deep learning in neuromarketing research. The study emphasizes the need for more longitudinal studies to understand the long-term impacts of neuromarketing strategies and calls for cross-cultural comparisons to enhance the global applicability of the findings. Concluding, the research identifies literature gaps and offers practical recommendations for marketers to leverage neuromarketing techniques to boost


INTRODUCTION
Recent years have seen the rise of neuromarketing, which uses neuroscientific techniques to provide previously unheard-of insights into customer behavior.In order to investigate the subconscious mechanisms that influence customer decisions, this interdisciplinary field integrates marketing principles, psychology, and neuroscience.By using methods like fMRI, EEG, and eye tracking, marketers may create more emotionally compelling and successful marketing campaigns by understanding how the brain reacts to different stimuli.Neuromarketing is important because it might reveal consumer preferences and underlying motives that traditional marketing approaches can miss.The field of neuromarketing research has expanded significantly over the last five years, as reported by (Alsharif et al., 2021), underscoring the field's growing significance and utility in marketing.
The development of brand association concepts has coincided with the advent of neuromarketing and is essential to establishing long-lasting, robust relationships between businesses and customers.The term "brand associations" describes the different qualities, advantages, and mindsets that customers associate with a brand, creating a mental network that shapes their loyalty and purchasing decisions (Harjadi, 2022;Iskandar et al., 2024).In the past, focus groups and questionnaires were used extensively to gather qualitative data on brand associations.But by offering a more thorough and impartial examination of how brand connections are created and preserved in the brain, neuromarketing has completely changed our knowledge of this process.(Boscolo et al., 2021), for example, examine the gender differences in visual attention and attitudes toward commercials, providing detailed insights into how demographic characteristics affect brand perception (Chaniago, 2021).
The incorporation of neuromarketing methodologies has improved the precision of measuring and analyzing these correlations.Theoretically and practically speaking, this convergence of neuromarketing and brand association offers useful information that can enhance marketing tactics and boost brand loyalty (Chaniago, 2023).Global trends in neuromarketing research, as noted by (Alsharif et al., 2022), demonstrate a growing level of sophistication in methodology and applications, highlighting the field's potential to completely transform brand management practices.In order to map the research landscape at this nexus and identify important trends, seminal works, and developing themes that will influence marketing going forward, this bibliometric analysis was conducted.
As the area of neuromarketing bridges the divide between neuroscience and marketing tactics, it has emerged as a key player in the changing marketing scene.This integration provides profound insights into customer behavior's underlying causes, which are frequently missed by conventional marketing strategies (Kartika et al., 2024;Manalu e al., 2023).Notwithstanding its potential, there is still a substantial knowledge vacuum in the literature about how neuromarketing affects brand association in its entirety.By identifying significant trends, seminal publications, and developing topics that have influenced this multidisciplinary subject, this bibliometric study aims to map the research landscape of neuromarketing and brand association.One of the main research challenges is the fragmented character of previous studies, which frequently concentrate on discrete elements of neuromarketing or brand association without providing a comprehensive perspective.(Alsharif et al., 2021) draw attention to the rapid advancement of neuromarketing research during the previous five years and emphasize the necessity of a more comprehensive strategy that takes into account a range of consumer neuroscience and marketing-related factors.This disarray is a problem for academics and marketers who need a thorough framework to use neuromarketing strategies to improve brand associations.
This study's bibliometric goals are twofold in order to fill this gap.Initially, the goal is to identify prominent contributions and current research trends by conducting a thorough analysis of the corpus of literature on neuromarketing and brand association.A comprehensive map of the research landscape is produced by carefully examining citation networks, co-authorship patterns, and keyword co-occurrences.By highlighting the quick spread and growing sophistication of neuromarketing approaches, (Alsharif et al., 2022) provide a global viewpoint on research trends, which this study will expand upon.The second goal of the research is to determine how neuromarketing insights might be used in real-world situations to build powerful brand associations.This research will show how neuromarketing approaches may be strategically implemented to improve brand impression and loyalty by integrating findings from other studies.(Boscolo et al., 2021), for example, investigate how gender variations affect attitudes toward commercials and visual attention, offering insightful information about marketing tactics tailored to particular target audiences.These revelations will play a pivotal role in comprehending how neuromarketing might be customized to distinct customer groupings to optimize brand influence.Furthermore, as noted by (Bansal et al., 2022), the study will address ethical issues in the use of neuromarketing.In order to uphold ethical standards, it is crucial to manage the significant concerns regarding consumer privacy and potential manipulation raised by the use of neuroscientific methods in marketing.These normative considerations will be taken into account in this study to guarantee that the suggested uses of neuromarketing are both morally and practically sound.
It is extremely important to comprehend the relationship between neuromarketing and brand association from an academic and practical standpoint.This work adds to the body of knowledge in academia by offering a thorough bibliometric examination of the changing field of neuromarketing research and its effects on brand association.This method closes important gaps in the literature by allowing a methodical mapping of research trends, significant publications, and developing themes.(Alsharif et al., 2021), for example, show how neuromarketing research has changed over the last five years and emphasize the need for an integrated framework that unifies disparate data into a coherent story.This consolidation offers a solid platform for upcoming research projects in addition to improving the theoretical understanding of neuromarketing.The practical implications for marketers are equally significant.By leveraging neuromarketing insights, marketers can develop more targeted and effective strategies that resonate on a deeper emotional level with consumers.
Neuromarketing techniques such as EEG and fMRI enable the identification of subconscious preferences and aversions, offering a level of precision that traditional marketing methods cannot match.For example, (Boscolo et al., 2021) explore how visual attention and attitudes toward advertisements vary between genders, providing marketers with valuable data to tailor their campaigns more effectively.Such insights can lead to the creation of advertisements that not only capture attention but also foster positive brand associations and loyalty.Furthermore, to guarantee that neuromarketing is applied responsibly and effectively, marketing procedures need to incorporate the ethical issues raised by (Bansal et al., 2022).The use of neuroscientific approaches in marketing raises normative questions, which highlight the necessity for a balanced strategy that protects consumer autonomy and privacy while boosting brand connection with neuromarketing tactics.
The comprehensive bibliometric analysis presented in this study sheds light on the expanding field of neuromarketing and its integration with brand association.Despite the fragmented understanding of the current literature, significant strides have been made in recent years to understand the neural mechanisms underlying consumer behavior and the critical role of brand associations.The rise of neuromarketing, utilizing techniques such as fMRI, EEG, and eye tracking, offers unprecedented insights into subconscious consumer decisions, which traditional marketing approaches often miss (Alsharif et al., 2021).By delving deeper into how the brain reacts to various stimuli, marketers can craft more emotionally engaging and effective campaigns.
The development of brand association concepts is crucial for fostering robust, long-lasting relationships between businesses and their customers.Traditionally, brand associations were explored through qualitative methods like focus groups and questionnaires.However, neuromarketing has revolutionized this process by providing a more thorough and objective analysis of how brand connections are formed and maintained in the brain.For instance, (Boscolo et al., 2021) examine gender differences in visual attention and attitudes towards advertisements, offering detailed insights into how demographic characteristics influence brand perception.
The incorporation of neuromarketing methodologies has enhanced the precision of measuring and analyzing these associations.The convergence of neuromarketing and brand association provides valuable theoretical and practical insights that can improve marketing tactics and boost brand loyalty.Global trends in neuromarketing research demonstrate an increasing level of methodological sophistication and diverse applications, indicating the field's potential to transform brand management practices comprehensively (Alsharif et al. 2022).
As the field of neuromarketing bridges neuroscience and marketing tactics, it has become an essential component of the evolving marketing landscape.This integration provides profound insights into the underlying causes of customer behavior, often missed by conventional strategies.Nonetheless, there remains a substantial knowledge gap regarding the comprehensive impact of neuromarketing on brand association.This study aims to fill this gap by identifying significant trends, seminal publications, and emerging topics that have shaped this interdisciplinary field.The fragmented nature of previous studies, focusing on discrete elements of neuromarketing or brand association without a holistic view, poses a challenge for both academics and marketers (Alsharif et al. 2021).
The bibliometric goals of this study are twofold.First, it aims to conduct a thorough analysis of the literature on neuromarketing and brand association to identify prominent contributions and current research trends.By examining citation networks, coauthorship patterns, and keyword co-occurrences, a comprehensive map of the research landscape is produced.(Alsharif et al., 2022) highlight the rapid dissemination and growing sophistication of neuromarketing approaches, which this study builds upon.Second, the research seeks to determine how neuromarketing insights can be applied in real-world scenarios to strengthen brand associations.
By integrating findings from various studies, this research will demonstrate how neuromarketing approaches can be strategically implemented to enhance brand perception and loyalty.For example, (Boscolo et al., 2021) explore how gender variations affect attitudes towards commercials and visual attention, providing valuable information on tailoring marketing tactics to specific target audiences.Additionally, the study will address ethical issues associated with neuromarketing, as noted by Bansal et al. (2022), ensuring that the suggested applications are both morally and practically sound.
In summary, understanding the relationship between neuromarketing and brand association is crucial from both an academic and practical perspective.This work contributes to the academic body of knowledge by offering a comprehensive bibliometric examination of the evolving field of neuromarketing research and its impact on brand association.This methodical mapping of research trends, significant publications, and emerging themes addresses crucial gaps in the literature (Alsharif et al., 2021).The practical implications for marketers are equally significant, enabling them to develop more targeted and effective strategies that resonate on a deeper emotional level with consumers.By leveraging neuromarketing insights, marketers can create advertisements that capture attention and foster positive brand associations and loyalty, as evidenced by (Boscolo et al., 2021).Moreover, ensuring the ethical application of neuromarketing strategies, as highlighted by (Bansal et al., 2022), is vital for maintaining consumer trust and enhancing brand connection.

Neuromarketing
Since its inception, neuromarketing has significantly evolved, driven by research that deepened our understanding of consumer behavior.By combining neuroscience and marketing, it examines brain processes behind customer decisions using advanced neuroimaging techniques, providing insights into unconscious influences often missed by traditional methods.Initially, neuromarketing focused on fMRI and EEG to study customer reactions to marketing stimuli.Early research revealed that specific brain regions activate in response to brand-related stimuli, highlighting emotional and cognitive processes in brand perception.EEG-based neural synchrony has effectively predicted consumer reactions to online music streams (Leeuwis et al., 2022), showcasing the potential of neurophysiological data in marketing forecasts.
Foundational work using fMRI found strong brands activate reward regions, indicating a strong emotional connection.This led to further exploration of brand choice and loyalty, emphasizing emotional engagement in marketing.Researchers then used diverse methods like facial expression analysis and eye-tracking to gain deeper insights.Eye-tracking, for example, has shown where visual attention is focused during advertising, providing insights on what captures consumer interest (Harjadi & Arraniri, 2022;Rinjani et al., 2023).Sensory marketing, which examines how sensory inputs affect behavior, was another key advancement.(Lindblom, 2023) discussed how sensory cues impact purchasing decisions, emphasizing immersive experiences to enhance satisfaction and brand connections.Neuromarketing techniques have also expanded to digital marketing.(Ría-Hidalgo et al., 2021;Novita et al., 2023;Suhardi, 2021) studied the emotional impact of GIFs on Instagram, demonstrating their influence on user engagement and online behavior.However, ethical concerns arise with neuromarketing.(Bansal et al. 2022) stress balancing insights with ethical standards to protect consumer autonomy and privacy.Addressing these issues is crucial for the responsible application of neuromarketing.

Brand Association
Numerous theories and models have been developed to explain how consumers form and maintain brand associations, essential for understanding the interactions between customer perceptions, brand qualities, and loyalty (Munandar & Efawati, 2020;Seliana et al., 2023).These frameworks help marketers strengthen customer relationships and enhance brand equity.The Brand Equity concept emphasizes the importance of building strong, positive brand connections to establish brand equity (Harjadi et al., 2023).Factors like brand awareness, perceived quality, and loyalty shape customer views, determining brand equity.(Armstrong et al. 2014) noted that successful brand management involves understanding these relationships to drive consumer preference and market distinction.
The Customer-Based Brand Equity (CBBE) model provides a sophisticated understanding of brand connections and their impact on behavior.It outlines steps to develop brand identity and meaning, fostering strong emotional bonds and resonance.(Solomon et al. 2014) highlighted that focusing on the consumer perspective gives marketers a strategic roadmap for creating powerful brands.Recent studies introduce sensory branding, showing how multisensory experiences influence brand associations.Sensory branding suggests that engaging multiple senses strengthens brand connections, enhancing loyalty and satisfaction.(Lindblom, 2023) explained that sensory cues like sight, sound, smell, taste, and touch create immersive experiences, deepening emotional connections with consumers.The Implicit Association Test (IAT) measures subconscious brand associations, providing insights into implicit biases and attitudes.(Mauri et al. 2021;Harjadi & Nurfatimah, 2021) highlighted the value of implicit measures in revealing deeper layers of consumer views.Emotional branding focuses on the role of emotions in forming strong brand connections.(Gupta et al. 2022;Siregar, 2022) emphasized that sensory marketing and emotional branding build emotional bonds, increasing engagement and loyalty.Previous research also states that brands that evoke positive emotions have more influence on purchasing decisions and create lasting relationships with consumers (Rachmad et al., 2023;Oktaviani et al., 2024;Mahsyar & Gunawan, 2023).

Interdisciplinary Approaches
Neuromarketing merges marketing, psychology, and neuroscience to predict and explain consumer behavior by studying brain reactions to marketing stimuli.This multidisciplinary approach leverages insights from various scientific fields to understand how consumers interpret, engage with, and respond to brands, uncovering unconscious processes that traditional marketing often misses.Neuroscience contributes methods like EEG and fMRI to analyze brain activity, revealing how different brain areas respond to marketing stimuli.For example, EEG can predict consumer preferences before a product is available (Leeuwis et al, 2022), improving predictive models and marketing strategies.
Psychology provides frameworks to interpret neuroscientific data, linking emotional and cognitive processes with brain responses.Neuromarketing's practical applications bridge theoretical knowledge and real-world implementation, guiding marketers to create data-supported strategies.Sensory marketing, informed by neuroscience and psychology, develops multi-sensory experiences to strengthen brand associations (Lindblom, 2023).Interdisciplinary methods like the Implicit Association Test (IAT) uncover subconscious brand associations and biases (Mauri et al. 2021), providing deeper consumer insights.Ethical considerations are crucial, as (Bansal et al. 2022) emphasize balancing powerful insights with ethical standards to protect consumer autonomy and privacy.Sustainable neuromarketing development relies on ethical and effective interdisciplinary techniques.

Previous Research
An analysis of prior studies on neuromarketing and brand association reveals key patterns and gaps shaping the field's evolution.Over the past decade, there has been an increase in research exploring consumer behavior through a neurological lens, revealing unconscious mechanisms influencing consumer choices.A prominent theme is the study of brain processes underlying emotional responses to marketing stimuli.Research using fMRI has shown that emotionally charged ads activate brain regions associated with memory and reward, enhancing brand preference and recall (Alsharif et al. 2021).Similar to research by Iskandar et al. (2023) which states that content marketing that is interesting, easy to find, consistent and easy to understand can increase consumer preferences for repeat purchases.This highlights the importance of creating emotionally engaging marketing content.
Despite the extensive research on emotional reactions, with over 1,200 publications identified from Scopus and 900 from Web of Science over the past two decades, there is a significant gap in studies examining their long-term effects on consumer behavior.Understanding how immediate brain responses translate into sustained customer behavior could greatly enhance marketing strategies aimed at building lasting brand loyalty.Advanced techniques like EEG and eye tracking provide detailed measurements of consumer attention and engagement, revealing how visual and auditory elements capture and retain viewer attention.For instance, (Boscolo et al. 2021) identified significant gender differences in visual attention to advertisements, suggesting that marketing approaches could be tailored more effectively to different demographics.By focusing on the immediate neural responses and their long-term impacts, marketers can develop more refined strategies that not only engage consumers in the short term but also foster enduring brand loyalty.Research conducted by Fauziyah et al. (2023) revealed that involving consumer emotions influences purchases and tends to be loyal to a product brand.This approach is critical for creating campaigns that resonate on a deeper emotional level and ensure consistent consumer engagement over time.
However, there is gap in the current research is the lack of integration between neuroscientific methods and traditional marketing data.For instance, while neuromarketing techniques such as EEG and fMRI provide valuable insights into brain activity and immediate emotional responses, there is limited research linking these insights to tangible market performance metrics like sales figures and customer retention rates (Gunawan, 2021).More studies are needed to establish these connections, which would allow marketers to better understand how neural responses to advertising translate into actual consumer behavior and long-term business outcomes.Neuromarketing's interdisciplinary nature combines psychological theories with neuroscientific findings to offer a comprehensive understanding of consumer behavior.The Implicit Association Test (IAT), for example, has demonstrated the impact of subconscious biases on brand perception (Mauri et al. 2021).However, ethical concerns remain a critical issue in neuromarketing research.Privacy and manipulation issues are significant, and scholars like (Bansal et al. 2022) advocate for rigorous standards to protect consumer autonomy.
Furthermore, there is a need to consider cultural and contextual factors in neuromarketing research.Most studies have been conducted in Western settings, which limits their applicability in other cultural contexts.Research by (Duque-Hurtado et al. 2020) underscores the importance of accounting for cultural nuances in understanding consumer behavior.As technological advancements continue to evolve, incorporating VR and AR into neuromarketing research presents new opportunities for creating immersive marketing experiences.Future research should explore how these technologies can be integrated with neuromarketing to design more impactful and engaging campaigns, enhancing the effectiveness of marketing strategies across diverse cultural settings.

Research Design and Approach
The study employs a comprehensive bibliometric analysis to map the research landscape of neuromarketing and brand association.This quantitative approach evaluates research trends, influential publications, and key thematic areas, providing a macroscopic view of scientific output and research impact.With this approach, researchers can provide a richer and deeper picture of the social phenomena being studied (Chaniago et al., 2023).Data was sourced from Scopus and Web of Science, using keywords like "neuromarketing," "brand association," "EEG," and "fMRI."The methodology includes citation analysis to highlight seminal works and key contributors, co-authorship analysis to identify research networks, and keyword co-occurrence analysis to detect emerging themes.This bibliometric approach offers a rigorous framework for understanding the evolution of neuromarketing research, guiding future studies and addressing existing gaps.

Data Collection Methods
The data collection for this bibliometric analysis is designed to ensure a comprehensive dataset representing neuromarketing and brand association research.Scopus and Web of Science were chosen for their extensive coverage and high-quality scholarly content.Effective keywords like "neuromarketing," "brand association," "EEG," "fMRI," and "consumer behavior" were used, combined with Boolean operators for broad yet focused retrieval.The search included articles from the past two decades to capture recent trends, and only peer-reviewed articles were considered.A meticulous filtering process reviewed titles, abstracts, and keywords to ensure relevance, creating a robust foundation for the analysis.
The screening process involved a meticulous filtering procedure to ensure the relevance and quality of the data.Initially, duplicates were removed, resulting in a combined total of 1,800 unique articles.Each title, abstract, and set of keywords was then reviewed to confirm its alignment with the study's objectives.During this phase, articles that did not specifically focus on the intersection of neuromarketing and brand association or lacked empirical data were excluded.This careful curation narrowed the dataset to 750 highly relevant publications.

Analytical Techniques and Tools
This bibliometric analysis employs three key techniques to evaluate neuromarketing and brand association research: citation analysis, co-authorship network analysis, and keyword co-occurrence analysis.Citation analysis identifies influential papers, authors, and journals, highlighting seminal works shaping the field.Co-authorship network analysis maps collaborative relationships among researchers, revealing interdisciplinary connections.Keyword co-occurrence analysis uncovers main topics and emerging trends by examining keyword frequency and relationships.These methods provide a comprehensive understanding of the neuromarketing research landscape, offering insights into impactful studies, collaborative dynamics, and thematic trends.Together, they form a robust framework for assessing the field's current state and future directions.

Limitations and Ethical Considerations
The methodology in this bibliometric analysis has limitations and potential biases that need addressing for reliable findings.One limitation is the reliance on databases like Scopus and Web of Science, which may miss relevant publications from niche or emerging journals (Zhu et al. 2022).Future studies should include additional databases to broaden scope.Language bias is another issue, as high-impact journals are mostly in English, potentially excluding significant non-English research (Duque-Hurtado et al. 2020).Keyword selection can also bias results by excluding studies with different terminology (Leeuwis et al, 2022).An iterative keyword selection process and expert consultation can mitigate this.Ethical considerations in neuromarketing research are Rachman A., Diandra P.K., Simon F. International Journal Administration, Business & Organization, Vol. 5 (3), 2024 9 DOI: https://doi.org/10.61242/ijabo.24.393 crucial, addressing privacy, data security, and potential manipulation (Bansal et al. 2022).Adapting ethical standards to evolving technologies is essential (Gupta et al., 2022).

Descriptive Analysis of the Data
The figure 1 depicts a heatmap visualization of keyword occurrences related to neuromarketing research, in central prominence of "neuromarketing" reflects its pivotal role in recent research.

Figure 1. Analysis of the Co-occurrence Bibliometric Data Element
The second image, a timeline visualization, illustrates the evolution of neuromarketing research from 2020 to 2023.As the field matured, the research diversified to include more specific topics such as "eye tracking," "EEG," "emotions," and "digital music."From 2020 to 2023, there is a noticeable expansion in the volume of studies, particularly in areas integrating advanced technologies like "deep learning" and "functional nearinfrared spectroscopy" (fNIRS).This trend indicates an increasing sophistication in research methodologies and a deeper exploration of the neurological underpinnings of consumer behavior.

Publication Trends
This visualization highlights the international nature of neuromarketing research, with significant contributions from North America, Europe, and Asia.The United States and several European countries like Germany, the United Kingdom, and Spain are prominent, reflecting their substantial investment in neuroscience and marketing research.Asian countries, notably China and South Korea, have also emerged as important contributors, indicating a growing interest and capability in neuromarketing research within these regions.This geographical diversification enhances the robustness of neuromarketing research by incorporating diverse cultural perspectives and research methodologies.
The cluster visualization in the third image reveals several thematic concentrations within neuromarketing research.These clusters represent interconnected keywords that frequently appear together in the literature, highlighting core research themes and emerging trends.The descriptive analysis of the bibliometric data highlights significant growth in neuromarketing and brand association research over time, with increasing sophistication in methodologies and expanding geographic diversity.The centrality of neuroscience and emotional engagement themes underscores their importance in understanding consumer behavior.Emerging trends in technological integration and the impact of global events like COVID-19 reveal the dynamic and evolving nature of the field.

Most Cited Paper
The analysis of citation data reveals the most cited papers and authors in the field of neuromarketing and brand association, highly cited papers often indicate seminal works that have significantly contributed to advancing the field.The citation and impact analysis underscores the critical contributions of specific papers and authors to the neuromarketing field.Highly cited papers provide foundational knowledge and innovative methodologies that inform ongoing research and practice.Journals with high impact factors and researchers with high h-index scores are pivotal in disseminating influential research and shaping the academic landscape.These metrics not only reflect the quality and significance of individual contributions but also highlight the collaborative nature of research that drives the field forward.

Most Productive Author
The examination of co-authorship and collaboration networks provides valuable insights into the structural dynamics of research in the field of neuromarketing and brand association.These clusters are groups of researchers who frequently collaborate, contributing significantly to the body of knowledge in neuromarketing.These interdisciplinary collaborations not only advance scientific understanding but also have practical implications for marketing practices.The analysis of co-authorship and collaboration networks in neuromarketing and brand association research highlights the critical role of collaborative efforts in advancing the field.The findings underscore the importance of fostering collaborative research environments to sustain the momentum and impact of neuromarketing research.

Keyword Analysis
By examining the frequency and co-occurrence of keywords, we can identify the primary areas of focus and the evolving interests within the field.The co-occurrence analysis of keywords provides insights into how different topics are interconnected within the neuromarketing literature.By examining the networks formed by frequently co-occurring keywords, we can identify key thematic clusters and their relationships.

Research Evolution
The evolution of neuromarketing research can be traced through several key phases.
Initially, studies focused on establishing the basic principles of how neuroscience could inform marketing strategies.This early phase was marked by exploratory studies using basic neuroimaging techniques to assess consumer responses to marketing stimuli.As the field matured, the introduction of more sophisticated methods such as fMRI, EEG, and eye tracking allowed for deeper insights into the subconscious processes driving consumer behavior.Recent years have seen the integration of artificial intelligence and machine learning, enhancing the predictive power of neuromarketing studies and enabling the analysis of large, complex datasets.

Future Research Trends
Looking ahead, several trends are likely to shape the future of neuromarketing and brand association research.One emerging area is the use of virtual and augmented reality technologies to create immersive marketing experiences.These technologies offer new ways to engage consumers and gather detailed data on their responses in real-time.
Additionally, there is growing interest in cross-cultural studies that explore how neuromarketing principles apply in different cultural contexts, thereby enhancing the global applicability of research findings.Another critical area for future research is the ethical implications of neuromarketing.As noted by (Bansal et al. 2022), the use of neuroscientific techniques raises significant ethical concerns, including issues of privacy and potential manipulation.Addressing these concerns will be crucial for maintaining consumer trust and ensuring the responsible use of neuromarketing methods.Finally, the integration of neuroimaging data with other biometric and behavioral data will likely lead to more comprehensive models of consumer behavior, offering marketers a holistic view of how various factors interact to influence purchasing decisions In conclusion, the field of neuromarketing and brand association is evolving rapidly, driven by technological advancements and a growing understanding of consumer psychology.By continuing to explore these trends and addressing the identified gaps, researchers can provide deeper insights and more effective strategies for engaging consumers and building strong, lasting brand associations.

Contextualizing Results within Existing Literature
A primary limitation is reliance on specific databases like Scopus and Web of Science.While extensive, they may not cover all relevant publications, especially from niche or emerging journals, potentially biasing the results (Zhu et al. 2022).To mitigate this, future studies should include additional databases and sources.Language bias is another issue.Most high-impact journals are published in English, possibly excluding significant research in other languages.This can skew global research trends and overlook important work from non-English speaking regions (Duque-Hurtado et al. 2020).Including non-English publications can provide a more comprehensive analysis.
Keyword selection also poses a potential bias.Terms like "neuromarketing" and "brand association" might exclude studies using different terminology.An iterative and expansive keyword selection process, involving field experts, can help capture more relevant literature (Leeuwis et al, 2022).Ethical considerations in neuromarketing research are crucial due to the use of neuroscientific methods.Concerns about privacy, data security, and manipulation must be addressed (Bansal et al. 2022).Ensuring adherence to ethical standards and highlighting studies with best practices can guide future research.As neuromarketing technologies evolve, ethical standards must adapt to new challenges.Researchers should develop guidelines to protect consumer rights and foster trust in neuromarketing practices (Gupta et al., 2022).

Implications for Theory and Practice
A key contribution is emphasizing emotional engagement in neuromarketing.Frequent keywords related to emotions underscore their critical role in influencing consumer behavior, aligning with theories that view emotional connections as central to brand loyalty and decision-making.Insights into specific emotions triggered by marketing stimuli refine these theories, offering nuanced models of emotional engagement.The integration of advanced technologies like EEG, fMRI, and deep learning into neuromarketing research is another significant theoretical advancement.These technologies provide detailed insights into neural processes underlying consumer behavior, supporting theoretical frameworks that link brain activity with marketing outcomes.This interdisciplinary approach bridges cognitive neuroscience and consumer psychology.Emerging trends such as sensory marketing and ethical considerations also reflect the evolving nature of neuromarketing theories.Sensory marketing, emphasizing multi-sensory experiences, adds a new dimension to consumer engagement theories.Ethical considerations prompt reflections on the responsible use of neuroscientific techniques, integrating ethical frameworks into neuromarketing theories to guide researchers in navigating ethical challenges.

Future Research Directions
One critical gap is the lack of longitudinal studies on the long-term effects of neuromarketing interventions.Most research focuses on short-term responses, neglecting sustained consumer behavior over time.Future studies should track the long-term impact on consumer loyalty, brand recall, and purchasing patterns.There is also a significant gap in cross-cultural studies.Current research is mainly Western-centric, limiting generalizability.Future studies should explore cultural differences in neural and psychological mechanisms underlying consumer behavior, enhancing global applicability of neuromarketing strategies.
The integration of advanced technologies like AI and ML in neuromarketing is still emerging.Future research should develop and refine algorithms for analyzing large-scale neural data and explore technologies like VR and AR for creating immersive consumer experiences.Ethical implications require ongoing attention.Future research should develop ethical frameworks for neuromarketing, ensuring informed consent, data anonymization, and transparency to build trust-based consumer relationships.

CONCLUSIONS Key Findings and Contributions
This study offers a comprehensive bibliometric analysis of neuromarketing and brand association research, identifying key patterns and trends.The rapid growth in publications is driven by advancements in EEG and fMRI technologies, highlighting the importance of emotional engagement and sensory marketing in consumer behavior.Key research clusters in North America and Europe show strong interdisciplinary efforts, with emerging contributions from Asia enhancing the global perspective.Trends include the use of machine learning and deep learning, and a focus on ethical considerations and global events like COVID-19.The study emphasizes the need for interdisciplinary collaborations, advanced analytical techniques, and culturally sensitive strategies.Future research should focus on longitudinal studies, cross-cultural comparisons, and ethical issues to enhance consumer engagement and brand loyalty.

Practical and Theoretical Implications
This bibliometric analysis offers crucial insights for both marketing practice and academic research.Marketers should incorporate neuroimaging technologies like EEG and fMRI to gain detailed insights into consumer behavior, allowing for precise targeting and effective campaign design.Emphasizing emotional engagement and sensory marketing can create deeper connections with consumers.Theoretically, this study highlights the importance of interdisciplinary approaches, combining neuroscience, psychology, marketing, and data science to develop comprehensive consumer behavior models.The use of machine learning and deep learning showcases the evolving methodologies in neuromarketing.

Final Thoughts and Concluding Remarks
Reflecting on the bibliometric analysis of neuromarketing and brand association, this study maps the research landscape, identifying key trends, influential works, and collaborative networks.The insights emphasize the critical roles of advanced neuroimaging technologies, emotional engagement, and sensory marketing in consumer behavior.These findings enrich theoretical understanding and offer practical value for effective marketing strategies.The study highlights the importance of interdisciplinary collaboration, integrating neuroscience, psychology, marketing, and data science to develop comprehensive consumer behavior models.This approach is essential for advancing research and marketing practices.
Future research should focus on longitudinal studies, cross-cultural comparisons, and ethical considerations to maintain consumer trust and enhance neuromarketing techniques.

Figure 3 .
Figure 3. Analysis of the Co-Authorship Bibliometric Data Element

Table 1 .
Result of Citation and Impact Analysis

Table 2 .
Result of Keyword and Occurrences