Author: Lina M. Ortega — Affiliation: Independent Researcher Abstract Neuromarketing has grown from a niche experimental practice into a central theme of modern marketing research. It integrates neuroscience, psychology, behavioural economics, artificial intelligence, and biometric measurement to understand how consumers make decisions beyond conscious awareness. Over the last five years, the field has experienced rapid technological development, especially in EEG-based emoti

Author: Nadia Karim – Independent Researcher Abstract Global marketing is no longer about simply exporting a product and translating a slogan. As brands move across borders, they enter complex cultural fields shaped by history, power, class, and institutions. This article examines how culture influences global marketing strategies by integrating three major sociological perspectives: Bourdieu’s theory of capital and fields, world-systems theory, and institutional isomorphism.