The importance of brandy equity in natural human behavior: A study with eyetracking.

This study aims to see if brand equity positively influences this decision, as in traditional marketing. Therefore an experiment was developed with the help of an eyetracker, where the participants (n44) analyzed a YouTube page in which the main video had ended and they had to choose a next video from six other videos. In one of these videos was inserted the logo of one of two brands (Apple - brand with higher brand equity - or Acer - brand with lower brand equity). The results did not show evidence suggesting that brand equity is a factor that influences decision making in the visualization of a video, there being no differences between the brands in the choice or the time of fixation - longer fixation time may reveal interest and likeability towards the stimulus.