Construcción de marcas gastronómicas: un enfoque desde el neuromarketing y sus complementos experienciales

The purpose of this article is to analyze how the strategic application of neuromarketing and its complements—experiential neuromarketing, gastronomic storytelling, and service design—contribute to brand building in the gastronomic sector. A conceptual model is proposed that links emotional, cognitive, and narrative processes with customer perception in culinary environments. The research was conducted using a theoretical-documentary approach, through a critical and comparative review of relevant academic sources. The approaches of key authors such as Ponce (2022), Rodríguez (2020), and Morales (2021) were integrated to identify how each component of gastronomic neuromarketing influences customer perception and loyalty in the culinary sector, to establish synergistic relationships between each complement and its impact on brand loyalty and positioning. The theoretical model allows for an integrated conceptualization of stimuli, emotions, narrative, and service design as strategic pillars of gastronomic branding. It was found that these strategies seek not only to attract customers, but also to generate a lasting emotional connection that fosters loyalty and strengthens market positioning. Likewise, the consistent implementation of neuromarketing and its complementary strategies in the gastronomic field can consolidate a distinctive brand perception, generating lasting links between customers and culinary offerings, which constitutes a theoretical basis that paves the way for empirical studies to validate the effectiveness of these practices in real contexts. It is concluded that gastronomic neuromarketing, when applied in an integrated manner with storytelling and service design, not only optimizes the customer experience but also reinforces brand identity. The study also opens the door to future empirical research to validate the effectiveness of these strategies in real-world contexts.