Comparison of airline brand personality perception by face to face interview method and EEG method of neuromarketing: An application

Marketing concept which has shown a continuous development, has passed through various thoughts from product focused approach (marketing 1.0) to a value focused approach that tries to understand human through intellectual and emotional perspective (marketing 3.0). Changes in the classical marketing periods, taking human focus point throughout time has brought importance of identifying human related need and recognizing the effect of human emotions purchasing behaviors. For this reason, in order to extract consumers' real emotion, thoughts and unconscious response, applying neuromarketing technique in the researches is considered as one of the most appropriate and viable ways. In this research, brand personality features of Turkish Airline and Pegasus Airline has been compared using face to face interview method and EEG analyzing technique of neuromarketing method. In the first phase of the work, a slide showing 42 piece of brand personality characteristics developed by Aaker for both airlines with 32 voluntary participants measuring their response using EEG method is presented. In the second phase of the work, keeping the same voluntary participants face to face interview method was applied and marking among 42 piece of brand personality characteristics was requested. Then results obtained from both methods were compared. At the end of the research; it has been concluded that findings obtained from both methods has showed big differences.