Purpose This study examines the role of logotypes in advertising effectiveness on s-commerce platforms by analyzing the visual attention paid by the consumer to fashion branding - wordmarks or combination marks - and their subsequent recall. Design/methodology/approach The study examines the...

Sustainable urban planning practices can help reduce the urban heat island effect, promote green roofs and walls, and encourage the preservation of natural habitats within urban areas. Cities can enhance their resilience to climate change and create healthier, more attractive living spaces for...

Eye-tracking technology has become vital for exploring consumers' preferences for food labels. This paper carried out a scoping literature review to comprehensively summarize the main findings in the food labelling research from 1999 to 2023. We selected 52 studies conducted using eye tracking...

Eye-tracking technology has become increasingly popular in studying consumer behavior and decision-making as a part of the marketing research area. The paper highlights the importance of eye tracking in the study of consumer behavior including the use of eye tracking in virtual reality...