NEUROMARKETING TRUST MARKERS IN LUXURY BRAND COMMUNICATIONS

Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична. Випуск 46/2025 527 https://doi.org/10.5281/zenodo.17846691 Cherep N. Master in International Economics (Kyiv National Economic University), Master of Business Administration (Kyiv-Mohyla Academy), Chief Marketing Officer, Axis Capital, 115 Saksaganskogo St., Kyiv, Ukraine, https://orcid.org/0009-0002-0174-3108 NEUROMARKETING TRUST MARKERS IN LUXURY BRAND COMMUNICATIONS JEL Classification: D12, D91, M31, M37 SECTION “ECONOMICS” Abstract. The relevance of this study is determined by the growing need of premium brands to establish sustainable consumer trust in the context of digital media fragmentation and intense competition. The aim of the article is to identify the psychological, emotional, and cognitive factors of trust formation, to determine key neuromarketing trust markers in luxury brand communications, and to develop recommendations for their optimal application. The research methodology is based on systematic analysis of scientific publications from 2020-2025, synthesis of theoretical models of consumer behavior, and structural-functional analysis of neuromarketing mechanisms and brand communication elements. The results demonstrate that trust in the luxury segment is formed through the integration of basic psychological motives, emotional reactions, and cognitive patterns that mediate the perception of visual, verbal, sensory, and digital brand signals. Key neuromarketing markers have been identified that ensure cognitive consistency, emotional resonance, interaction predictability, and the authenticity effect. A typology of trust markers has been developed, and their interaction at the level of multisensory brand architecture has been described. Patterns have been established according to which stable and consistent communication stimuli enhance long-term loyalty and reduce the perceived risk of premium purchases. Recommendations are proposed for integrating trust markers into strategic and tactical brand communications with consideration of neurobehavioral mechanisms. The practical significance of the results lies in the potential for implementing the identified neuromarketing markers into luxury brand marketing strategies to increase communication effectiveness, strengthen trust, and foster long-term consumer loyalty. Keywords: basic needs, motives, luxury goods, digitalization, consumer loyalty. Анотація. Актуальність дослідження зумовлена зростаючою потребою преміальних брендів формувати стійку довіру споживачів у умовах цифрової медіароздрібненості та високої конкуренції. Метою статті є визначення психологічних, емоційних і когнітивних чинників формування довіри, ідентифікація ключових нейромаркетингових маркерів довіри в комунікаціях luxury-брендів та розроблення рекомендацій щодо їх оптимального використання. Методологія дослідження ґрунтується на системному аналізі наукових публікацій 2020–2025 рр., узагальненні теоретичних моделей поведінки споживачів, структурно-функціональному аналізі нейромаркетингових механізмів та елементів бренд-комунікацій. У результаті встановлено, що довіра у сегменті розкоші формується через інтеграцію базових психологічних мотивів, емоційних реакцій та когнітивних патернів, які медіюють сприйняття візуальних, вербальних, сенсорних і цифрових сигналів бренду. Виявлено ключові нейромаркетингові маркери, що забезпечують Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична. Випуск 46/2025 528 когнітивну узгодженість, емоційний резонанс, передбачуваність взаємодії та ефект автентичності. Сформовано типологію маркерів довіри та описано їхню взаємодію на рівні мультисенсорної архітектури бренду. Встановлено закономірності, відповідно до яких стабільні та узгоджені комунікаційні стимули підсилюють довгострокову лояльність і зменшують сприйнятий ризик преміальних покупок. Запропоновано рекомендації щодо інтеграції маркерів довіри у стратегічні та тактичні бренд-комунікації з урахуванням нейроповедінкових механізмів. Практична значимість результатів полягає у можливості впровадження визначених нейромаркетингових маркерів у маркетингові стратегії luxury-брендів для підвищення ефективності комунікацій, зміцнення довіри та формування довготривалої лояльності споживачів. Ключові слова: базові потреби, мотиви, предмети розкоші, цифровізація, лояльність споживачів. Introduction In an oversaturated and highly competitive market, luxury brands face the challenge of preserving their uniqueness and maintaining unconditional consumer trust. The target audience of this segment demonstrates growing demands regarding quality, authenticity, and the emotional value of brand interaction. Traditional marketing tools have diminishing influence on trust formation, as affluent consumers rely on subconscious signals, emotional triggers, and invisible markers that shape feelings of security, status, and aesthetic alignment with their worldview. The problem lies in the fact that most luxury brands continue to employ communication approaches that do not account for deep psychological and neuroscientific mechanisms of perception. As a result, a significant portion of communications fails to generate the desired level of trust, create emotional resonance, or ensure lasting client commitment. Thus, the relevance of this study is determined by the need to conceptualize and systematize neuromarketing trust markers capable of enhancing the communication effectiveness of luxury brands. Identifying these markers and understanding their influence mechanisms will enable brands to create deeper, emotionally meaningful relationships with consumers, increase loyalty, enhance brand value, and develop competitive advantages in conditions of evolving market dynamics. In the most recent systematic review, M. F. K. Khondakar et al. [1] summarize that EEG consistently captures predictors of engagement, emotional valence, and memorability that correlate with behavioral indicators of advertising stimulus effectiveness. The authors demonstrate improved accuracy in classifying consumer states through the combination of frequency and spatial features, but emphasize the heterogeneity of protocols and absence of validation standards across laboratories, a problem that limits the generalizability of findings in applied premium marketing scenarios. Thus, the review establishes a methodological framework for reliable trust measurement but leaves open the question of transferring results to real-world omnichannel communications of luxury brands. The technological advancement of neuromarketing, from equipment cost reduction to the implementation of machine learning for predicting audience reactions, has been outlined by F. S. Rawnaque et al. [2]. Their contribution lies in demonstrating that multisensory experiments and hybrid biometric configurations (EEG + eye tracking + GSR) provide more stable indicators of emotional resonance than individual modalities. However, the authors note a deficit of field studies and ethical risks, emphasizing the need for transparent data collection protocols, which is critically important for luxury communications where trust is a central value. The practical effect of neuromarketing, as summarized by M. Nilashi et al. [3], is greatest when neurophysiological indicators are integrated with traditional marketing metrics (loyalty, purchase intentions, satisfaction). The authors emphasize the value of typologizing emotional triggers and highlight the lack of models that would directly link neuroindicators with long-term brand assets (trust, authenticity, symbolic capital). A comprehensive review of EEG applications in the marketing context has been conducted by V. Khurana et al. [4], demonstrating that deep learning algorithms are capable of improving recognition Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична. Випуск 46/2025 529 accuracy of preferences and stimulus rejection. An important conclusion of the authors is the sensitivity of models to data quality and artifacts, as well as the need for large balanced samples for reliable behavior prediction. For the topic of trust, this means that neuromarkers must be validated not only on short-term reactions but also on aggregate indicators related to risk, confidence, and brand communication consistency. An example of applied “like/dislike” prediction for products (athletic footwear) based on EEG has been demonstrated by L. Zeng et al. [5]. The researchers show that neural signals can reliably classify emotional attitude toward the product, confirming the predictive capability of bioelectrical indicators in the design context. Although the work does not focus on luxury brands, its results support the thesis about the relevance of neuroaesthetic parameters (rhythm, symmetry, texture) for forming positive affect, a component of trust in the premium segment. An integration of EEG responses with sentiment analysis of textual reviews for predicting consumer satisfaction has been proposed by S. Kumar et al. [6]. Their key contribution is the empirical confirmation that multimodal “fusion” of neural signals and semantics improves the accuracy of future behavior assessment. This opens the possibility of combining neurophysiological trust markers with verbal indicators of authenticity and heritage in real luxury brand communications. The reviewed works convincingly demonstrate the validity of neuroindicators of emotional engagement and preferences, but almost do not address the systematic description of trust markers as a separate, multidimensional construct in the premium segment. The connection between neural signals and long-term brand outcomes (sustained loyalty, reduced perceived risk, willingness to pay a premium) is insufficiently developed, there is a lack of field studies at natural touchpoints, as well as standards for protocol comparability across laboratories and markets. The aim of the study is to identify, systematize, and characterize neuromarketing trust markers that influence the formation and strengthening of communications between luxury brands and their target audience. To achieve this aim, the following objectives have been established: to determine the psychological, emotional, and cognitive factors that influence trust formation mechanisms in luxury brand communications; to identify key neuromarketing trust markers used in various communication channels (visual, verbal, sensory, digital); to formulate recommendations for the optimal use of neuromarketing trust markers in strategic and tactical communications of premium brands. Results Neuromarketing has emerged as an interdisciplinary approach that explains why a substantial proportion of consumer behaviour is shaped by unconscious reactions, emotional evaluations, and automatic perceptual processes. Its theoretical basis relies on dual-process decision-making models, in which the intuitive and automatic “System 1” is contrasted with the more analytical and slower “System 2” [7]. In such conditions, emotional evaluations that arise almost instantaneously gain particular importance, especially in situations of information overload or time pressure. For premium brands, this mechanism is especially relevant because visual compositions, colour schemes, textures, rhythms, and pauses in communication generate the first impression before conscious interpretation occurs. This regularity is clearly articulated in the concept of heuristics and automatic judgements proposed by D. Kahneman. A key explanatory link between emotion and choice is the somatic marker hypothesis developed by A. Damasio [8], which suggests that bodily reactions linked to prior experience automatically tag alternatives and guide behaviour towards reducing uncertainty. In the context of luxury brand communication, such “marker” elements are expressed through recognisable sensory cues, including characteristic colours and shapes, material textures, and the consultant’s manner of movement or voice. Neuropsychological studies confirm that repeated sensory patterns create a perception of stability and quality, which directly contributes to the formation of trust. In the social and behavioral sciences, trust is understood as a mechanism that reduces complexity and uncertainty during interaction. N. Luhmann explained that trust emerges when action must be taken under conditions of limited information, and stable expectations regarding the behavior of an institution or actor Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична. Випуск 46/2025 530 make such action possible. The model developed by R. Mayer, J. Davis, and F. Schoorman specifies trust through three components: competence, benevolence, and integrity, which makes it possible to empirically determine which brand characteristics shape perceptions of reliability [9]. For the premium segment, these components are manifested in demonstrations of craftsmanship, quality control, communication transparency, and resistance to compromises that could undermine reputational integrity. Empirical studies show that trust in luxury brands is closely related to emotional states and reductions in perceived risk. Positive affect fosters attachment, while trust lessens the anxiety associated with high-cost decisions. The importance of authenticity also increases, understood as the brand’s consistency with its declared values and origin. Research focused on perceived authenticity demonstrates its influence on loyalty and willingness to repurchase. Studies in neuroaesthetics and mirror neuron theory explain why aesthetically refined, harmonious, and socially enriched stimuli strengthen trust. Harmonious proportions, balanced textures, and consistent rhythm activate neural networks responsible for the perception of beauty, predictability, and comfort. Observing skilled actions, such as demonstrations of the production process, can activate the mirror system and facilitate empathic understanding of the brand’s effort and competence [10]. These processes contribute to the formation of an intuitive sense of reliability and professionalism, which constitutes a central element of trust in luxury communication. Taken together, the theoretical foundations of neuromarketing and scientific models of trust converge on a key premise: trust arises when consumers receive stable, coherent, and emotionally meaningful signals. In the luxury segment, such signals are markers of craftsmanship, authenticity, aesthetic excellence, and brand integrity. They form a sense of safety and predictability that underpins trusting relationships with consumers. On this basis, it becomes possible to further analyze specific neuromarketing markers of trust and their functioning across different communication channels. Unlike the mass market, where pragmatic considerations dominate, the environment of luxury brands positions trust not only as the outcome of a rational assessment of quality but also as a combination of internal motives, emotional engagement, and established mental models. These factors influence the consumer’s willingness to view a high price as logical and justified, forming the basis for lasting brand attachment. The psychological determinants of trust in this context reflect fundamental needs and deep-seated motives that shape attitudes toward brands (Table 1). Table 1 Psychological Factors Shaping Trust in Luxury Brands Psychological factor Essence of the factor How it affects consumer trust Example of manifestation in luxury brand communications Need for security and stability The basic desire to minimize risks and avoid uncertainty in high-value purchases The brand is perceived as a “reliable choice,” which reduces the fear of making a mistake Emphasis on the stability of brand values, quality control, and manufacturing traditions Self-expression and identity Desire to emphasize personal style, status, and uniqueness Trust increases when the brand allows the buyer to identify the product with their identity Campaigns that demonstrate customer individuality through the product (e.g., product personalization) Social confirmation The influence of social group opinion, prestige, and cultural context If a brand is recognized in influential circles, consumers automatically trust its choices Examples of the brand being worn by well-known opinion leaders, emphasis Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична. Випуск 46/2025 531 on success stories and continuity Halo effect Transferring the positive attributes of one element of the brand to others The high quality of an individual product enhances trust in the entire brand Communication that emphasizes the perfection of details, materials, and craftsmanship Authority and tradition The brand's history and heritage as a symbol of reliability Reputational consistency inspires confidence and respect Demonstration of brand archives, craft techniques, and long-standing traditions The need to belong The desire to be part of a select group or elite circle Trust grows when a brand creates a sense of exclusivity and “access not for everyone” Limited collections, club programs, invitations to private events Source: compiled by the author based on [11, pp. 30-32] One of the key factors is the pursuit of safety, expressed in the choice of luxury products perceived as reliably stable. A high price and a well-established brand image reduce the buyer’s risk of disappointment, turning a premium product into a “safe choice”. Equally important is the need for self-expression: luxury items function as instruments for constructing personal identity, affirming status, and signaling belonging to a particular social group. Social approval also plays a significant role, as informational cues about a brand’s popularity among privileged circles, its heritage, and its cultural recognition provide an additional context for trust. This spectrum is complemented by the halo effect, in which positive attributes of one brand characteristic, such as high material quality, are automatically projected onto other dimensions of its communication. At the same time, the reputational tradition associated with Maison Hermès, Cartier, or Chanel creates an image of continuity and craftsmanship that significantly strengthens trust on a psychological level. Emotional factors, in turn, reflect the specificity of brand communications, which focus on creating elevated experiences, aesthetic impressions, and a sense of exclusivity (Table 2). Emotional resonance is the foundation of trust: a brand's ability to evoke pleasant, refined, or inspiring feelings forms emotional attachment and reinforces the perception of reliability. Of particular importance is the emotion of belonging to a closed world of luxury, where the consumer feels like a member of an exclusive community. An important stimulus is aesthetic harmony - harmonious proportions, minimalist design, and carefully composed visual elements contribute to fostering comfort and trust. Added to this are nostalgic motifs - appeals to heritage, craft traditions, and the historical significance of the brand. Finally, sensory impressions arising during physical interaction - aroma, softness of materials, musical accompaniment - activate a set of emotional responses that the brain associates with reliability and a high level of service. Table 2 Emotional factors in building trust in luxury brands Emotional factor Essence of the phenomenon How it affects trust Examples of manifestation in luxury brand communications Emotional resonance The ability of a brand to evoke refined and inspiring feelings Forms an emotional connection that strengthens confidence in the brand and promotes long-term loyalty Emotional video stories, cinematic campaigns by Dior, Chanel, Louis Vuitton A sense of belonging to the world of luxury The emotion of being included in a prestigious, exclusive community Trust grows when consumers feel like they are part of an elite circle Invitations to private events, VIP shows, club programs from Hermes or Bvlgari Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична. Випуск 46/2025 532 Aesthetic harmony Harmonious proportions, minimalism, exquisite composition, and visual comfort Aesthetically balanced images evoke a sense of calm and predictability, which enhances trust Visual campaigns with careful symmetry and natural textures (Celine, Cartier) Emotion of exclusivity Awareness of the uniqueness of a product or experience Rarity is perceived as a marker of authenticity and reinforces belief in the value of the brand Limited collections, madeto-order, exclusive lines from Chanel Haute Couture Nostalgic and hereditary motifs Appeal to the history, craftsmanship, and cultural continuity of the brand Creates an emotional connection between the past and the present, evoking stability and trust Communications about master craftsmen, archival footage, revival of traditions (Hermès, Burberry) Sensory richness A combination of smells, sounds, tactile and visual sensations that shape emotions A positive sensory experience is engraved in the memory as proof of high quality and care Signature boutique scents, velvety fabrics, quiet background music in Dior or Gucci stores Source: compiled by the author based on [12; 13] Cognitive factors constitute the third component of the trust mechanism and relate to information evaluation, the formation of rational conclusions, and the use of mental shortcuts. In the decision-making process, consumers seek objective confirmation of quality, including the origin of materials, the presence of certification, and traditional craft techniques. Cognitive consistency plays an important role: when all elements of the brand experience, such as packaging aesthetics, service level, and corporate communication, are harmonious, trust is strengthened. Equally important are associations such as “high price means high quality,” “a well-known brand is a safe choice,” and “a consistent style indicates professionalism,” which influence consumer judgment. Luxury communications create conditions that reduce cognitive load by offering clear, predictable, and structured information. The brain tends to trust messages that meet expectations and do not generate information overload. A stable visual identity, including consistent color schemes, a characteristic photographic style, and a recognizable logo, shapes long-term memory of the brand and also serves as a factor in building trust. Behavioral responses in the luxury sector reflect the complexity of the interaction among these factors. A high level of trust leads to a willingness to pay more, as confidence in the brand compensates for the risk of significant financial expenditure. The ritualization of the shopping experience, from individual consultation to symbolic practices of product delivery, creates an emotionally rich scenario that strengthens loyalty. At the same time, personal service plays a critical role: individual attention, professional competence, and the consultant’s emotional sensitivity influence trust more than advertising communications. In the luxury segment, sensitivity to mistrust is extremely high, and a single negative experience can undermine reputation because it conflicts with expectations of perfection and exclusivity. Summarizing the psychological, emotional, and cognitive prerequisites for trust, it can be argued that the perception of reliability in the luxury sector is formed through a complex set of interrelated signals that the brain interprets as indicators of stability, professionalism, and authenticity. These multi-level mechanisms explain why luxury brand communications require particularly careful selection of elements that influence subconscious, emotional, and rational consumer evaluations. Based on this, there is a need to systematize neuromarketing markers of trust that function in visual, verbal, sensory, and digital environments and determine the extent to which a brand is able to form and strengthen trusting relationships with its audience (Table 3). Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична. Випуск 46/2025 533 Table 3 Neuromarketing markers of trust in luxury brand communications Marker type Essence of the marker Neuropsychological effect How it affects trust Visual markers Consistency of identity, symmetry, minimalism, craft symbols Reduction of cognitive load; activation of areas responsible for the perception of beauty and predictability Create a sense of stability, professionalism, and high quality Verbal markers Calm tone, factuality, structure, absence of hyperbole Rational processing of information, increased control Create a sense of clarity, honesty, and competence Sensory markers Smells, textures, temperature, sounds, interaction rituals Activation of the emotional memory system; formation of positive associations Create a sense of security, care, and special treatment Digital markers Consistent visual style on social media, authentic content Enhance the feeling of predictability, transparency, control Strengthen confidence in the authenticity of the brand online Marker of heritage and authenticity Brand history, craft techniques, limited collections Activation of long-term memory neuro-mechanisms; strengthening trust through tradition Create a sense of continuity, craftsmanship, and non-random quality Source: compiled by the author based on [14; 15] Since trust in the luxury segment arises not as a reaction to a single signal but as the result of a holistic multisensory experience, brands must develop communications that simultaneously reduce cognitive load, create emotional resonance, and support consumers' rational expectations of stability, craftsmanship, and authenticity. This is why the primary strategic task is to ensure systematic visual consistency, that is, maintaining coherent color palettes, symmetrical compositions, recognizable identities, and minimalist aesthetics that the brain perceives as signals of predictability and professionalism. Consistency of visual style across all touchpoints, from packaging to digital platforms, builds cumulative trust and shapes long-term brand memory. Equally important is the use of verbal markers of trust, which must align with the brand image and remain free of informational dissonance. Clear, structured, restrained vocabulary, reliance on factual data such as the origin of materials, craft techniques, and quality control standards, and avoidance of exaggeration create a sense of honesty, competence, and stability in the consumer [14]. An important tool is the “language of heritage,” meaning stories of origin, myths, and archival references that reinforce a sense of continuity and tradition, which in turn functions as a central psychological trigger for trust. Sensory markers play a distinct role in premium communications, activating emotional memory and forming associative connections. Branded scents, recognizable textures, warm lighting, slow music, or ritualized consultant actions enhance feelings of security, care, and exclusivity. The sensory architecture of boutiques must be carefully designed because physical contact with the product and environment often becomes the decisive factor in building trust and stable brand loyalty. It is essential that all markers, including visual, verbal, sensory, digital, and behavioral, operate together as an integrated system, since any contradiction between signals creates cognitive dissonance and undermines trust. The optimal approach is to develop a holistic communication model in which each element reinforces the others, and together they form a stable cognitive and emotional pattern of reliability. Strategically, this means building a unified brand ecosystem that combines heritage, craftsmanship, sensory expressiveness, and predictability. Tactically, it requires careful refinement of content, service scenarios, boutique design, and digital interfaces. Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична. Випуск 46/2025 534 The final stage of communication optimization is neuromarketing validation, which involves the use of EEG, eye tracking, biometrics, or behavioral experiments to assess real consumer reactions. This makes it possible to identify the most effective markers of trust, reinforce strengths, and correct weaknesses. As a result, the premium brand gains the ability to manage trust not intuitively but on the basis of objective data, ensuring a stable, consistent, and scientifically verified communication strategy. Conclusions The study found that consumer trust in the luxury segment is formed through the complex interaction of three interrelated groups of factors. Psychological determinants, particularly the desire for security, stability, self-expression, and social approval, determine the primary motivation for turning to premium brands. Emotional factors, represented by aesthetic harmony, a sense of exclusivity, nostalgic influences, and sensory stimuli, ensure deep affective attachment to the brand by generating emotional resonance. Cognitive mechanisms manifest themselves through consumers' need for structured information, predictability of brand behavior, consistency of communication messages, and reliance on mental heuristics when interpreting the brand as a stable and professional phenomenon. As a result of analyzing the communication practices of luxury brands, four categories of neuromarketing trust markers were identified that function across different channels of consumer interaction. Visual markers provide cognitive efficiency and predictability through identity consistency, coherent color schemes, and aesthetic precision. Verbal markers create rational confidence through clarity of wording, factual accuracy, and a restrained professional tone. Sensory markers activate emotional memory and produce an unforgettable multidimensional experience associated with exceptional quality and craftsmanship. Digital markers maintain the integrity of brand communication by ensuring transparency, navigational clarity, and authenticity in the digital environment. It was established that the effectiveness of these markers is achieved through their synergistic interaction, which forms a holistic neurocommunication architecture of the brand. Based on the results obtained, a system of practical recommendations was developed for the optimal use of neuromarketing trust markers in the strategic and tactical communications of luxury brands. The recommendations include ensuring visual and verbal consistency at all brand touchpoints, constructing a holistic sensory architecture, strengthening perceptions of authenticity through demonstrations of heritage and craftsmanship, and improving digital communications by enhancing technological predictability and consumer data protection. Particular attention is given to the importance of integrating behavioral markers of trust into service practices that reinforce customers' emotional security and ensure personalized interaction. The feasibility of using neuromarketing testing methods to validate communication decisions before large-scale implementation was confirmed. Prospects for further research lie in conducting an in-depth study of cultural and socio-demographic factors that modify the perception of neuromarketing trust markers among different groups of premium segment consumers, as well as in examining the transformation of these markers in the context of digitalization of brand communications and evolving consumer expectations in post-crisis conditions. References 1. Khondakar M. F. K., Sarowar M. H., Chowdhury M. H., Majumder S., Hossain M. A., Dewan M. A. A., Hossain Q. D. A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques. Brain Informatics. 2024. Vol. 11, No. 1. Art. 17. 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