In this study, authors (Baron et al., 2019) stated that the charge of generalisation in relation to neuromarketing ideas cannot be completely rejected. The design of the framework and the collection of test subjects were the most difficult aspects of the empirical element. While a quantitative expert interview was first planned, it looked that effectively contacting matching experts would be challenging. As a result, instead of a quantitative case study, a qualitative research strategy on the combination of theory principles was conducted.
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