Application of eye-tracking in assessing the role of mediator variable (brand awareness) in the relation between packaging elements and customers' choice
Somayeh Salehi, Ali Sanayei, Negar Sammaknejad and Ali Kazemi
| Year of publication: |
2021
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|---|---|
| Authors: | Salehi, Somayeh ; Sanayei, Ali ; Sammaknejad, Negar ; Kazemi, Ali |
| Published in: |
International journal of business excellence : IJBEX. - Genève [u.a.] : Inderscience Enterprises, ISSN 1756-0055, ZDB-ID 2471986-9. - Vol. 25.2021, 1, p. 1-20
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| Subject: | neuromarketing | eye-tracking | packaging | fixation time | verbal elements | visual elements | Konsumentenverhalten | Consumer behaviour | Neuromarketing | Verpackung | Packaging |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJBEX.2021.118221 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012669030