Search results

The brand logo, as a fundamental element of marketing communications, serves as a crucial visual representation of a brand. In the current era of mobile Internet, logo flatness has become a new trend in practice. However, there remains a scarcity of research that explores the effects of logo flatness on consumer perceptions and brand attitudes.

Across four studies, using both observational analyses of real brands and experimental manipulations of fictitious brands, the authors examined the impact of logo flatness on consumer perceptions and brand attitudes.

Results show that logo flatness promotes the perception of modernity due to the simplicity it presents. Consumers will evaluate the brand more positively when their perception of the logo association is congruent with the brand image. Notably, traditional brands using skeuomorphic logos and modern brands employing flat logos can effectively enhance consumers' brand attitudes.

The findings of this study have significant implications for businesses seeking to enhance consumers' brand attitude and foster brand renewal through the strategic selection and design of logos that align with their brand image.

This study provides a theoretical and empirical test of the influence of logo flatness on consumers' perception of brand image, thereby enriching the existing research on brand management.

This study aims to examine the moment-to-moment (MTM) effects of in-consumption dynamic comments on consumers' responses to digital engagement and the underlying mechanisms involved, as well as the interactive role of advertisements embedded in short-form online video.

This study uses data extracted from 2,081 videos posted on the prominent Chinese online live platform, Bilibili. The hypotheses are tested using regression models and natural language processing.

The results indicate that the intensity of live comments at the beginning negatively affects users' digital engagement, while a corresponding increase in live comments at the end elicits a positive effect. A linear trend and peak difference in live comments intensity positively affect digital engagement, while the variability of live comment intensity exerts a negative effect. These MTM effects were driven by sentiments of live comments. Furthermore, in-video advertisements are likely to amplify the negative beginning effect on users' digital engagement and mitigate the negative variability of live comments.

This study is the first to examine the direct effects of MTM comments from the online temporal sequence perspective, differentiating the process- and performance-based engagement. The mechanism and interactive role of in-video advertisements were identified. These findings contribute to literature on interactive marketing and provide valuable guidance for influencer marketing.

In recent years, terrorist attacks have gradually become one of the important factors endangering social security. In this context, this research aims to propose methods and principles which can be utilized to make effective evacuation plans to reduce casualties in terrorist attacks.

By analyzing the statistical data of terrorist attack videos, this paper proposes an extended cellular automaton (CA) model and simulates the panic evacuation of the pedestrians in the terrorist attack.

The main findings are as follows. (1) The panic movement of pedestrians leads to the dispersal of the crowd and the increase in evacuation time. (2) Most deaths occur in the early stage of crowd evacuation while pedestrians gather without perceiving the risk. (3) There is a trade-off between escaping from the room and avoidance of attackers for pedestrians. Appropriate panic contagion enables pedestrians to respond more quickly to risks. (4) Casualties are mainly concentrated in complex terrains, e.g. walls, corners, obstacles, exits, etc. (5) The initial position of the attackers has a significant effect on the crowd evacuation. The evacuation efficiency should be reduced if the attacker starts the attack from the exit or corners.

In this research, the concept of “focus region” is proposed to depict the different reactions of pedestrians to danger and the effects of the attacker’s motion (especially the attack strategies of attackers) are classified. Additionally, the influences on pedestrians by direct and indirect panic sources are studied.

The ancient town of Lijiang is a representative place of ethnic minorities in China’s southwest border area jointly built by many ethnic groups. Its rich and diversified history, culture and architecture as well as its artistic and spiritual values need to be better retained and explored.

The protection and inheritance of Lijiang’s cultural heritage will be improved through the construction of digital memory resources. To guide Lijiang’s digital memory construction, this study explores strategies of digital memory construction by analyzing four case studies of well-known memory projects from China and America.

From the case studies analysis, factors of digital memory construction were identified and compared. Factors led to the discussion of strategies for constructing the digital memory of Lijiang within its design, construction and service phases.

The ancient town of Lijiang is a famous historical and cultural city in China, and it is also a representative place of ethnic minorities in the border area jointly built by many ethnic groups. The rich culture should be preserved and digitalized to offer better use for the whole nation.