The Relationship between Neural Marketing and Instant Buying Behavior of Sports Brand Buyers

Neural marketing analyzes data obtained from the minds of customers that lead to the recognition and discovery of the unknown and make immediate purchases; Therefore, this study was conducted to investigate the relationship between neural marketing and instant purchasing behavior of sports brand buyers. The statistical population of this study is all the buyers of sports brand stores in the holy city of Mashhad, whose number was unknown. Using two-stage cluster sampling method, 20 large stores in Mashhad were randomly selected and 400 questionnaires were distributed among buyers. In this study, two questionnaires of neural marketing Iser et al. (2011) and immediate buying behavior (2016) were used. Findings showed that neural marketing and all its dimensions have a significant relationship with the immediate purchasing behavior of sports brand buyers (t = 7.94 and r = 0.82). The importance of neural marketing is special and can show decisions on the minds of customers; Neural marketing, therefore, is a new approach in which the brains of customers are precisely examined to determine its function and to simulate how behaviors are formed. Therefore, companies that produce and distribute sports brands, in order to make more profit, should make the use of neural marketing the top priority of their advertising and marketing.