Brand Logo Research Articles

It Reminds Me of My Happy Childhood: The Influence of a Brand Logo’s Holiday Atmosphere on Merchandise-Related Nostalgic Preference

The holiday atmosphere abounds in marketing campaigns. The present research examines how the holiday atmosphere of a brand logo influences consumers’ merchandise-related nostalgic preference. Across three studies, the authors find that when consumers are exposed to brand logos with a strong (vs. weak) holiday atmosphere, they prefer nostalgic products (Study 1). This effect occurs because consumers exposed to a strong (vs. weak) holiday atmosphere generate more childhood imagery, resulting in significantly more choices of nostalgic products (Study 2). Additionally, the paper finds that the effect of the holiday atmosphere of a brand logo on merchandise-related nostalgic preference—here, the preference for products of nostalgic brands—does not occur for non-traditional holidays (Study 3). These findings make important contributions to the literature on holiday marketing, logo design and nostalgic marketing.

The impact of Persuasion knowledge cues on social media engagement: a look at pet influencer marketing

ABSTRACT With influencer marketing expenditures set to exceed $16 billion in 2022, pet influencers are leveraging their entertaining content to capitalize on this growing market. Utilizing a dataset of 557 posts from 37 pet influencers, we apply Uses and Gratifications Theory and Persuasion Knowledge to suggest textual and visual cues within sponsored posts are capable of disrupting engagement behaviors when consumers are seeking entertainment. We find evidence that sponsorship disclosures, mentions of money, brand logos, and overall saturation of sponsorship content reduce engagement. Our findings offer insights for brands seeking to create content that generates higher levels of engagement.

NATURE RESERVE FUND OF UKRAINE AS MULTITASK AREA FOR THE POST-WAR REHABILITATION THERAPY

The economic and environmental development in the field of nature management in Ukraine requires the formation of new regulatory mechanisms that will take into account their economic and material nature. This is particularly true in the aftermath of disasters such as war. The areas protected through the Nature Reserve Fund of Ukraine are not only regional nature protection centers, which ensure the ecological well-being and health of the population, but such territories should also be developed in symbiosis with the economic and ecological needs of local communities and regions in the postwar period. They could help overcome the traumas and losses of the war. At the same time, protected natural areas that have been adversely affected by the war must be restored. The aim of the article is represented vouching, as public private partnership, which can attribute economic privileges to the results of innovation activities. Our research is devoted to the problems of the formation and use the vouching tool in the field of conservation work, advantages and disadvantages of implementing the mechanism of vouching contracts are considered both for the Nature Reserve Fund’s institutions, and for representatives of the private sector of the economics. The military the Russian invasion in Ukraine have led to numerous transformations in the social, economic, political, ecological and regulatory field. The deviant behavior as a social phenomenon can negatively affect not only the individual, but also others, and even the economic well-being of the region.
 For Ukraine Russian invasion means destruction of existing markets, business collaborations and the formation of new vectors of military and civilian activities.
 The research purpose is to determine and institutionalize the main cost-effective forms of economic activity in protected areas, and the formation of cooperation's vectors of nature reserve fund with territorial communities and regional business groups. For example, franchising agreements are determined, not only as forms of contractual cooperation, but also as innovative start-up concept in the field of reserve fund, the possibility of carrying out economic activity under a state brand (logo, trademark), obtaining additional guaranties for the development of businesses and the formation of constant investment flows to protected areas. Thanks to franchising agreements, I propose the formation of double investment flow to protected areas: passive – for the use of the brand (logo) of the protected area itself, active - dividends for the actual production or services provided by the subject of business activity.

Branding “Tara La No Ate” pada Indonesia Creative Cities Festival (ICCF)

The first aspect of the promotion of communication strategies can be concluded as "Tara La No Ate” branding at the 2019 Indonesia Creative Cities Festival (ICCF) aiming to revive, promote, and introduce Ternate as a Creative Economy City, and also as tangible evidence of the implementation of the communication promotion strategy and branding “Tara La No Ate which becomes the theme and raises local wisdom from the city of Ternate so that the use of the media can be the manifestation of the communication promotion strategy process. The second aspect of the branding elements at the 2019 ICCF in Ternate is to convey a positive image contained in the message in the series of events which becomes part of the local wisdom and history that exists in Ternate and is shown to stakeholders and the wider community to be known directly through the 2019 ICCF performance. The branding elements include brand name, logo, visual appearance, spokesperson, voice, and remarks related to ICCF 2019 in Ternate

Does tobacco use among adolescents come out of style in Czechia and Slovakia? Findings from the Global Youth Tobacco Survey between 2002 and 2016.

The aim of this study is to analyse Global Youth Tobacco Survey (GYTS) data on a prevalence of tobacco use, indicators of tobacco control and pro-tobacco activities in Czechia and Slovakia between 2002 and 2016. GYTS is a school-based survey of students aged 13-15 years carried out in Czechia and Slovakia in 2002/2003, 2007, 2011 and 2016. Standardized uniform questionnaires provided representative data. Between 2002 and 2016 the current cigarette smoking declined both in Czechia and Slovakia (from 34.6% and 26.4% to 15.2% and 17.1%, respectively). Indicators of tobacco control activities either did not change (access to buy cigarettes by minors) or decreased (school-based and mass media interventions). Indicators of pro-tobacco activities declined (being ever offered by a free tobacco product and having something with a tobacco product brand logo on it). Tobacco use is on decline and the situation becomes similar to the most of European countries. Preventive activities are only partially responsible for the process. Rather effect of global trends accelerated by widespread use of social media can play a role.

What’s in a “Happy” Meal? The Effects of Smiley Faces in Restaurant Logos on Price and Healthfulness Perceptions

Emojis are being increasingly used in different types of communications, including in advertising campaigns. One emoji, the smiley face, has been an important part of consumers’ informal communications. Interestingly, smiley faces now also appear in marketing communications, advertisements, and brand logos. The present research examines the role of smiley faces in restaurant logos as a form of marketing communication. A set of five studies—conducted in a lab and at a middle school—demonstrates that communication associated with restaurant logos including smileys is perceived as lower in healthfulness, which in turn leads to lower price expectations. These effects are caused by a visual association with a fast-food restaurant category, whereby consumers link the presence of smiley faces with fast-food restaurants. The authors conclude that including a smiley face logo in a restaurant’s marketing communication can have unintended consequences on consumers’ perceptions.

“It Broke My Heart When They Ripped the Old Logo Off the Wall”: Places, Uses and Meanings of the Rebranded Logo

AbstractMany authors recognize the links between brand logos and identity, but aside from being mere symbols of the organizations that they represent, brand logos are also physical objects with a location and context in which they are interpreted. In this article, we analyze the logo as a physical artifact in relation to its place and physical surroundings in a Finnish university merger. We utilize longitudinal survey data from 140 respondents, and through thematic analysis, we show how employees interpret the logo and its meaning in relation to place and how day-to-day use and management actions affect its interpretation. We argue that logos should be addressed as physical artifacts that can function as identity markers at the organizational level and a mere change of visual elements can, therefore, profoundly alter the sense and identity of a place. This study enhances understanding of brand logos in relation to place and emphasizes their significance during organizational change.

The interactive effect of power and self-construal on consumers’ preferences for brand-logo size

A logo reflects a brand's face and is an indicator of the brand’s personality and identity. Therefore, its importance has been long established among marketers. This article develops marketers' understanding on how logo size preference can be affected by consumers' psychological power and self-construal. Through six studies, we show that larger brand logos are preferred by low-power (vs. high-power) consumers when an independent self-construal is salient because of a greater tendency to engage in self-deceptive enhancement—the tendency to see oneself in exaggerated and glorified terms. In contrast, a smaller brand logo is preferred by low-power (vs. high-power) consumers when an interdependent self-construal is salient because of a greater tendency to engage in impression management—the tendency to be modest and normatively appropriate. These findings provide meaningful insights for managers in terms of logo size decisions and marketing communications.

The effect of fan-themed apparel products’ signal explicitness on fans’ perceptions: the moderating effect of fanship

This study investigated how film franchise fans with varying levels of fanship perceive subtle versus explicit signals featured on fan-themed apparel products. A between-subjects experimental design was conducted with two fan-themed t-shirt designs (explicit vs. subtle) × fanship (low vs. high). In this study, the joint effect between subtle vs. explicit designs and fanship was examined to address perceived differentiation, social connection, and purchase intention. For perceived differentiation and social connection, fans with high fanship perceived the subtle design to be more effective than explicit designs. While fans with low fanship perceived the subtle design to be more effective for differentiation, they perceived that the explicit design facilitated social connection more than the subtle design. When fans perceived that signals featured on fan-themed apparel products differentiated themselves from others and facilitated social connection, their purchase intentions increased. The study yielded several theoretical and practical implications. First, the study contributed to the literature on signaling theory, extending the definition of subtle signals to include a more diverse range of design details, such as the content of graphics rather than the visibility and size of brand logos. The study also extended the use of signaling theory and optimal distinctiveness theory to new research areas of fan-themed products. Second, practical implications for producers, marketers, and retailers of fan-themed apparel included the consideration of developing fan-themed apparel with subtle signals, co-creating products with fans, and targeting female fans through more inclusive merchandising practices.

Coeliac consumers’ expectations and eye fixations on commercial gluten-free bread packages

The aim of this work was to investigate coeliac consumers' expected acceptability and trust in commercial bread packages showing different brands and gluten-free claims in relation to their gaze fixations when observing the package. For that, ten commercial gluten-free breads were used (varying in the brand and presence of certification logo). Eighty-six coeliac consumers or relatives rated expected acceptability and trust of each bread, and eye-tracking was used to register the number of fixations on different elements of packages. Brand affected expected acceptability, being higher for breads from specific gluten-free brands. Trust conferred was high for all breads. Certification logo did not affect trust of consumers, but conditioned their fixations: when logo was not present, they looked more at the ingredients or nutritional facts. Both factors (brand and certification logo) showed to affect coeliac consumers’ response to gluten-free food, such as expected acceptability, trust and how they looked at the different package elements.

Effect of brand prominence on fashion advertising images on Instagram: a computational analysis

The main purpose of this research is to explore fashion images posted on Instagram and how users respond to those images. Guided by the persuasion knowledge model, a computational analysis of 29,557 fashion photos posted by 10 top-ranked global fashion brands in four major fashion categories (i.e. luxury, SPA, sports, and casual) is conducted to identify specific patterns of brand prominence and promotional intention and to investigate how those patterns are associated with customer engagement. Findings showed that brand information (i.e. size of the brand logo and brand name) tended to lead to lower engagement levels in general, although luxury brands showed the opposite pattern. More interestingly, while providing luxury brand information in the image invited positive responses, there seemed to be backfire effects when such information (i.e. brand name) was highly prominent. In addition, sharing promotional information was likely to prompt a lower level of interaction. Discussion of the findings and issues related to advertising research using computation analysis is provided.

Elements of Online Advertisements: Its Impact on Late Generation Z’s Purchase Intention

Online advertising is considered as one of the most popular forms of communication in persuading consumers to purchase a product. It asks the question of how an advertisement becomes well-written or well-processed. Correspondingly, many factors contribute to making an online advertisement a successful process. In this light, the researchers aim to determine the influence of the different elements of online advertisements on Late Generation Z's purchase intention. To be more particular, the researchers focused on several factors, such as (1) advertising appeals, (2) visual and verbal elements, and (3) social media platforms. The methods utilized in gathering the data in this study were through Google Forms as there were constraints to physical contact due to the COVID-19 pandemic. After assessing the necessary data for this study, the researchers have found that some elements of online advertisements are always significant to Late Generation Z. To be more specific, some of these elements are as follows: (1) the brand logo’s overall style and background meaning, (2) the informativeness and credibility of an advertisement, (3) the authenticity of an advertisement, and lastly, (4) the credibility of social media platforms in terms of purchasing products and services. The study intends to fill the gap in this domain to help advertising companies, businesses, marketers, and researchers fully maximize the potential of online advertisements.

Politics, Promotions, and Pandemics: Political Ideologies Shape Consumers’ Responses to Framed versus Unframed Brand Logos and COVID-19 Recommendations

This research examines how exposing conservative (vs. liberal) consumers to a framed logo improves their evaluation of the promoted brand relative to seeing an unframed version of that logo. A core effect reveals that framed, but not unframed, logos generally elicit more favorable product purchase intentions as conservativism increases. Such an effect is theorized to occur because framed stimuli are symbolically aligned with a need for structure that is typically associated with conservatism. Consistent with this possibility, liberals who are primed to think about structure exhibit responses similar to those made by conservatives (i.e., more favorable evaluations of framed logos). The effect observed among conservatives is eliminated, however, when frames are viewed as restrictions on freedom. The implications of these findings are also extended to examine whether framing messages that endorse governmental recommendations to adopt COVID-curbing behavior influences how conservatives respond to these advocacies.

The colorful company: Effects of brand logo colorfulness on consumer judgments

AbstractThis study examines the impact of brand logo colorfulness on consumer judgments toward a brand and its products. Four experiments demonstrate that the colorfulness of a brand logo affects consumers' perception of the product variety offered by the brand. When consumers feel that a brand logo is colorful, they tend to infer that the brand offers a high variety of product options to its customers. Driven by the perception of product variety, logo colorfulness has downstream consequences on consumer attitudes, an effect that can be moderated by brand positioning. Together, this study introduces the effects of logo colorfulness on consumer judgments, contributes to the psychological literature on color and variety, and bears important practical implications regarding how designers and marketers can practically determine a brand logo that best serves the brand image.

Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games

While a plethora of studies on gamification of advertising exists, little is known about how consumers process different types of brand elements (logos and names) placed in computer games, and whether differences in information processing lead to variations in brand memory. This gap is addressed by conducting three rigorous experiments. In Study 2 we find that, in general, brand logos lead to stronger memory than brand names – something known as the picture superiority effect. Study 3 examines the condition where the picture superiority effect is neutralized. We find that when the speed of a computer game is reduced, names and logos develop similar memory. Finally, in Study 4, we examine whether the picture superiority effect can be neutralized also in the context of high-speed games. We find that in fast games if the physical distinctiveness of the brand elements is increased, both logos and names yield in similar memory.

Brand LOGO Image Recognition and Inquiry Creative Teaching Design Based on Deep Learning

In order to develop more reasonable and scientific teaching equipment and software and improve the diversity of teaching process, LOGO image recognition technology is used to build a development environment in experiment, with Unity 3D as the development platform and Vuforia AR SDK as the development tool. LOGO image recognition technology is applied to the case study of high school inquiry teaching. By the way of classroom teaching practice and teacher-student interview, the application effect of LOGO image recognition technology in teaching is evaluated, and the effectiveness of this technology in inquiry teaching practice is verified by practical data. The results show that compared with YOLO (You Only Look Once), R-CNN (Region-CNN), and Faster R-CNN, image recognition algorithms based on deep learning theory, LOGO image recognition ability is stronger and the result is more accurate. Using this teaching mode can significantly improve students’ academic performance, and this method is correct, reasonable, and scientific. The application of LOGO image recognition technology based on deep learning in teaching can provide research ideas for the combination of AI and education.

포장 디자인 요소가 브랜드 비주얼 이미지와 소비자 구매 의사에 미치는 융합 영향 - 우유 패키지를 중심으로 -

With the development of society, milk brands have become more abundant, and the competitive pressure between brands in the milk industry is becoming more significant. This study aims to explore the influence of packaging design elements on brand visual image and consumer purchase intention.<BR> First, the top-selling milk packages in the market were selected for case studies, and papers on packaging design were studied to identify the packaging design elements to be studied in this paper. Secondly, the research framework of the paper was elaborated, and a questionnaire survey was conducted among consumers. Then, through empirical analysis, regression analysis was applied to the relevant questionnaire data to determine that brand logo and illustration had a significant impact on the brand visual image. Brand logo, color, and layout had a significant impact on consumers’ purchase intention.<BR> Based on this, we propose reasonable suggestions for milk packaging design, which can help businesses improve their competitiveness in the increasingly competitive milk market.

SEMIOTIC ANALYSIS OF TYPOGRAPHY IN APPLE VIRTUAL ADVERTISEMENT

Nowadays, the format of digital technology allows advertisers to include virtual advertisements such as brand names and logos into YouTube channels. Additionally, those parts have become a marketing strategy technique through advertising. This research aims to analyze the semiotic typography components of Apple's virtual advertisement on YouTube and to find out the meanings constructed on Apple's virtual advertisement. This research was conducted qualitatively to analyze the semiotic typography components and the meanings constructed in Apple's virtual advertisement on YouTube Apple Channel, Introducing iPad Air — Apple in 2020. In doing so, this research deals with the semiotic analysis of typography suggested by Van Leeuwen (2006). The results of this research show that there were two elements inside, they were verbal and nonverbal signs. According to the elements, those signs may appear in the form of verbal and nonverbal, such as music, sound effect, typeface, anatomy of letters, font size, shape, color, motion (kinetic typography), model, and situation. In addition, those components were proven to have certain meanings that qualify the insight of Apple virtual advertisement depending on the nature of their elements.

EEG theta and N400 responses to congruent versus incongruent brand logos

Neuroimaging and behavioral studies have shown that brands convey meaning to consumers. To investigate the immediate reactions of the brain to brand logos, followed either by congruent or incongruent pictorial brand-related cues, can deepen understanding of the semantic processing of brands, and perhaps how consolidated the logo is in consumers’ minds. Participants were exposed to different brand-related image sets, that were either congruent (a match between brand-related images and brand logo) or incongruent (a mismatch between brand-related images and brand logo) while having their brain signals recorded. Event-related potential and EEG time–frequency domain features were extracted from the signals of the target image (brand logo). The results showed significantly larger N400 peak and relative theta power increase for incongruent compared to congruent logos, which could be attributed to an error-monitoring process. Thus, we argue that brands are encoded deeply in consumers’ minds, and cognitive processing of mismatched (vs matched) brand logos is more difficult, leading to greater error monitoring. The results were mostly consistent with previous studies investigating semantic incongruences in the linguistic field. Therefore, the error-monitoring process could be extended beyond linguistic forms, for example to images and brands.

Copycat and lookalike edible cannabis product packaging in the United States

BackgroundRecent media reports have highlighted copycat/lookalike cannabis edibles as a public health concern. No empirical papers have described this phenomenon. MethodsFrom May 2020-August 2021, we collected photos of cannabis products via an online survey of cannabis users and through personal contacts. Copycat/lookalike products are defined as those that use the same or similar brand name, logo, and/or imagery as an existing commercial non-cannabis counterpart (CNCC). We assessed each package for similarities with its CNCC with respect to brand name, product name, font, color, flavors, and brand/promotional characters. We examined cannabis content indicators including: THC content per package and serving, cannabis leaf symbol, product warnings, cannabis terms, cannabis motifs, activation time, and guidance on edible use. ResultsWe collected photos of 731 cannabis products; 267 (36%) were edibles of which 22 (8%) represented 13 unique copycat/lookalike products. Eight used exact brand/product names as existing CNCCs, and five used similar names. Packages copied or imitated a mean of 3.9 of six features and indicated cannabis content with a mean of 4.1 of eight features. Thirteen packages indicated a mean THC content of 459 mg/package. Four reported THC dose per serving, with a mean dose of 47.5 mg. ConclusionsOur content analysis highlights three key concerns. First, copycat/lookalike edibles subtly indicate cannabis content while using high fidelity replication or imitation of their CNCC. Second, THC content is high and there were multiple 10 mg THC doses in the equivalent of 1 serving of a CNCC. Third, these products may be attractive to children.