Brand Visual Eclipse (BVE): when the brand fixation spent is minimal in relation to the celebrity

Faculty / School

Faculty of Business Administration (FBA)

Department

Department of Marketing

Was this content written or created while at IBA?

Yes

Document Type

Book Chapter

Publication Date

2020

Author Affiliation

  • Wajid H. Rizvi is Associate Professor and Chairperson-Marketing Department at Institute of Business Administration, Karachi

Book or Conference Proceedings Title

Information Systems and Neuroscience

ISBN/ISSN

978-3-030-28143-4

Volume

32

First Page

295

Last Page

303

Publisher

Springer, Cham

Abstract / Description

This study investigates overshadowing effect of a celebrity. A term brand visual eclipse (BVE) is coined, the BVE occurs when brand fixation spent is minimal of the celebrity fixation spent. High BVE occurs when brand receive less than or equal to twenty percent fixation spent of the celebrity; moderate BVE occurs when the brand receives more than twenty percent and less than or equal to eighty percent fixation spent of the celebrity fixation spent and low BVE occurs when brand receive more than eighty percent fixation spent of the celebrity fixation spent. Two product categories were analyzed (Detergent Bar Brand and Mobile Brand), based on eye tracking data, the results suggest that high eclipse was observed in both categories. The BVE can be used as an advertising effectiveness indicator based on biometric data. The data was collected (n = 30) using Tobii-X30 Hz and was analyzed using iMotions biometric platform.

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