Customer journey-based smart technology of new brands: a self-reported and eye-tracking study

Purpose This study aims to investigate the impact of advertising, packaging and packaging information on brand performance throughout the customer journey of a new brand. Design/methodology/approach A real new brand was assessed through a controlled three-stage study involving 100 participants. Data included eye-tracking, behavioral observations and self-reported measures. Tasks involved watching an ad (prepurchase), shopping in simulated supermarkets (purchase) and subsequent evaluations of the product in home settings (postpurchase). The framework integrates schema theory and the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP), and the Touchpoints Context Qualities (TCQ) framework. Findings Advertising in the prepurchase stage drove visual attention to the packaging in the purchase stage, with 2.5 times more attention than chance in virtual reality and e-commerce shopping tasks. A notable proportion of consumers purchased the novel product, indicating successful engagement despite competition. Multiple touchpoints enhanced brand recall and recognition and increased brand trust across the customer journey. Consumers were curious about the new brand, but the QR code on the packaging was largely ignored. Originality/value The study uniquely combines three stages of the customer journey with multimodal data, highlighting the role of integrated marketing communication (IMC) strategies. It demonstrates how advertising primes attention and curiosity, influencing consumer behavior and trust in new brands. The findings underline the importance of aligning brand communication across touchpoints to drive positive brand outcomes.