Since its inception, the field of consumer neuroscience and neuromarketing has undergone significant development. The principal objective of this work is to identify current research and to define emerging topics in both consumer neuroscience and neuromarketing using electroencephalography (EEG) since no studies have thus far examined this issue. To this end, a bibliometric analysis was conducted with the Science Mapping Software tool SciMAT. In total, 497 articles published between 2002 and 2022 were examined. The analysis encompassed all research from brain regions, technologies, and marketing which can be applied for a better understanding of consumer behaviour. The main contribution of this work is the comprehensive and objective review of the topic, which highlights the potential interest in applying EEG to emerging technologies (e.g., augmented reality, mixed reality, or virtual reality), tourism marketing communications, healthy food products, consumer willingness-to-pay, service marketing, dynamic stimuli, and consumers’ emotions.

Purpose: This paper aims to analyze brand loyalty and electronic word-of-mouth (eWOM) antecedents in restaurants: (1) utilitarian and hedonic benefits, (2) brand satisfaction and (3) brand love. It also provides valuable knowledge through the comparison between positive and negative restaurant experiences.Design/methodology/approach: A survey was carried out of restaurant satisfied and dissatisfied consumers. Structural equation modeling (SEM) and multi-group analysis (MGA) were performed to examine the cause-and-effect relationship in both groups.Findings: The results show the relevance of benefits, brand satisfaction and brand love as causes for brand loyalty and e-WOM. Also, these relationships are significantly stronger for dissatisfied consumers than for satisfied ones.Originality/value: The outcome of the research provides new insights to develop a conceptual stimulus-organism-response (S-O-R) model of consumers’ restaurant behavior by drawing comparisons across satisfied and dissatisfied ones.

This study investigates the impact of corporate social responsibility (CSR) and customer brand equity (CBE) on brand commitment (BCO) towards a leading international food company, employing a cross‐cultural comparison between Spain and France. By addressing a key gap in the literature concerning the interactions between these constructs in the European context, particularly among high‐visibility international brands in the food sector, this research offers new insights. For this purpose, data were collected from brand consumers in 175 French supermarkets and 179 Spanish supermarkets using a random sampling approach. The findings confirmed the significant direct influence of CSR and CBE on BCO, clarifying previously inconsistent results related to these relationships in the European market. Additionally, the study highlights the moderating effect of country of residence (COR) on both the CSR–BCO and CBE–BCO relationships, emphasising the need for context‐sensitive strategies. Our results suggest that international food brands should adopt a dual approach: aligning CSR communication with core brand competencies and tailoring integrated brand communication strategies to the cultural context of the target market.