Brand Visual Eclipse (BVE): When the Brand Fixation Spent is Minimal in Relation to the Celebrity

Wajid H. Rizvi ()
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Wajid H. Rizvi: Institute of Business Administration

A chapter in Information Systems and Neuroscience, 2020, pp 295-303 from Springer

Abstract: Abstract 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.

Keywords: Celebrity-brand attention; Brand visual eclipse; Eye tracking; Celebrity endorsement (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-030-28144-1_33

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DOI: 10.1007/978-3-030-28144-1_33

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