Experimental testing of consumer brand engagement: Evaluating high-value technology brands through eye tracking methodology
2024
Madlenak, Radovan | Madlenakova, Lucia | Nagy, Henrietta | Neszmelyi, Gyorgy
This study examines the impact of brand recognition on consumer decisions in the technology sector, using the eye-tracking technology to assess engagement with top technology brands. In an increasingly saturated market, brands play a crucial role in differentiating products and services, guiding consumer choices by offering trust, quality, and emotional engagement. By categorizing brands and examining their functions — ranging from recognizability to differentiation — the research highlights the significance of technology brands in the global economy. Employing the SMI Eye Tracking System REDn, the study analyses the visual engagement of young consumers aged 15 to 26 with the logos of the 20 most valuable technology brands. Metrics such as dwell time, average revisits, and fixation rates indicate a marked preference for brands like Apple, Adobe, and Cisco, demonstrating the strong influence of brand strength on technology consumers’ behaviour and preferences. The findings emphasize the critical importance of branding in the technology sector and its role in shaping consumer acceptance. The use of the eye-tracking technology offers innovative insights into consumer preferences, suggesting strategic implications for technology brands aiming to attract and retain the influential demographic of digital natives.
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Editeur Latvia University of Life Sciences and Technologies
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