العلاقة بين إمكانية تطبيق أسلوب التسويق الدماغي و القدرة التنافسية للبنوك التجارية : دراسة تطبيقية على عينة من البنوك التجارية بمصر

Abstract EN

The study aimed to examine the relationship between the application of neuromarketing and the competitiveness of commercial banks.

A total of 169 questionnaires were distributed to a convenience sample of executives and marketing managers in some commercial banks in Egypt.

Neuromarketing variables included both neuromarketing activities and the technological factors associated with neuromarketing.

The findings indicate a significant relationship between neuromarketing and the competitiveness of commercial banks.