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Keywords: Eye-tracking
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Journal Articles
International Journal of Entrepreneurial Behavior & Research (2022) 28 (1): 6–25.
Published: 30 September 2021
... is essential for designing family firms' marketing communication strategies. Design/methodology/approach An experimental study based on the eye-tracking technique was designed to determine how attention to (familiar vs non-familiar) visual stimuli on a website influences consumer recognition of a family...
