Brand logo recognition is a task focused on the identification and classification of logos, with various applications such as brand protection and market discovery. Since the number of brands is ...dynamic and evolves over time, we propose a two-step, zero-shot framework for this problem. In the first step, we train a Scaled-YOLOv4 single-stage universal logo detector to identify regions containing logo-like objects. Our results indicate that this detector achieves generalizability comparable to the two-stage Faster-RCNN model. In the second step, we employ an enhanced CLIP model for zero-shot classification of the identified regions. Our experiments demonstrate that the CLIP model outperforms state-of-the-art few-shot classifiers in terms of accuracy. Additionally, we adopt test-time augmentation to improve the model's resistance against false positives. We also present a proof-of-concept for fine-tuning the CLIP model, which enhances its cosine similarity measures. Our proposed end-to-end solution is scalable in terms of the number of brands and requires only the brand names for detection. The logo detector achieves superior performance on the FlickrLogos-32 dataset without the need for additional fine-tuning.
This study investigates the interactive effects of brand logo dynamism and product types—specifically, hedonic and utilitarian—on market performance. Mixed methods are employed, including a pilot ...study that analyzes the association between logo dynamism and product types from the most valuable brands on Forbes’ list, an event study of abnormal stock returns caused by logo-dynamic changes in the Hong Kong stock market, and two experiments. The results reveal that hedonic products with high-dynamic logos and utilitarian products with low-dynamic logos exhibit better market performance. Quality inference, which is based on information processing and inference theory, mediates this effect. These results provide a better understanding of the role of quality inference in logo design effectiveness, emphasizing the importance of designing logos that appeal to customers’ needs and expectations.
Processing fluency influences consumer preferences. In the current research, we introduce consumers’ political ideology as a potential moderator. We examine, in particular, if political ideology ...influences consumers’ preference for asymmetric brand logo designs. Because conservatives (vs. liberals) think more intuitively, they should dislike asymmetric brand logos more so than symmetric ones as symmetric brand logo designs are more fluent to process. We find support for this in four studies. Brand logos are a crucial element in an organization’s identity. Therefore understanding differences in how consumers respond to design changes based on underlying beliefs have implications such as click-through rates, which we show in our final study. Practically, brand logo designers will find our work useful since we suggest that consumers’ political ideology needs to be taken into account. Theoretically, we situate our work within the processing fluency and political ideology literatures at the intersection of marketing decisions.
This research examines how brand personality (excitement) and logo size used in product design (big versus small) interacts in affecting consumer brand evaluation. We first demonstrate that combining ...a big logo and a high‐excitement brand (versus a small logo combined with a high‐excitement brand) leads to high processing fluency, further resulting in more favourable brand evaluation (Study 1). We then determine the consumption situation as a moderator of such an interaction effect: the influence of the big logo and high‐excitement‐brand combination on brand evaluation is significantly weakened in a private consumption situation (a T‐shirt worn at home) compared to a public consumption situation (a T‐shirt worn outside, Study 2a), and becomes insignificant for a private product category (slippers, Study 2b).
Résumé
Les auteurs de la présente recherche examinent comment la personnalité de la marque (enthousiasme) et la taille du logo utilisé dans la conception du produit (grande ou petite) interagissent pour influer sur l'évaluation des marques par les consommateurs. Ils démontrent d'abord que la combinaison d'un grand logo avec une marque très attrayante (par opposition à un petit logo combiné avec une marque très attrayante) aboutit à un traitement très fluide, d'où une évaluation plus favorable des marques (étude 1). Par la suite, ils montrent que la situation de consommation modère cet effet d'interaction. En effet, l'influence du grand logo et de la combinaison de marques à fort impact sur l'évaluation de la marque est nettement plus faible dans une situation de consommation privée (un T‐shirt porté à la maison) que dans une situation publique (un T‐shirt porté á l'extérieur, étude 2a) et devient négligeable dans une catégorie privée (babouches, étude 2b).
A method to significantly increase the gain and reduce the mutual coupling of microstrip multiple‐intput multiple‐output (MIMO) antenna based on metamaterial concept is presented. The μ‐negative and ...ε‐negative features of the proposed modified peace‐logo planar metamaterial (MPLPM) and two‐sided MPLPM (TSMPLPM) structures are calculated. The antenna structure consists of eight MPLPM slabs and two TSMPLPM, which are embedded in azimuth plane of a MIMO antenna vertically. The dimensions of MIMO antenna are 28 × 16 × 6.3 mm3 at 40 GHz. As a result, a compact MIMO antenna is simulated in comparison with primary microstrip structures. The corresponding return‐loss of the antenna is better than 10 dB over 34.5 to 45.5 GHz for Ka‐band applications. Good consent between the measured and simulated result is tacked. The maximum simulated gain of the structure is 15.5 dB at 40 GHz, creating a maximum gain improvement of 11.5 dB in comparison with a MIMO antenna without any metamaterial combinations. The value of the insertion‐loss (isolation) is 33 dB, which has improved by more than 25 dB compared to the conventional sample.
The aim of this study is to compare the various Halal certification bodies around the world based on the criteria for Halal certification. As the process of awarding Halal certificates varies among ...the certification bodies, it is pertinent to identify the differences between these selected certification bodies to gauge the gap existing among them. This study will also identify the position of JAKIM, which is the main Halal certification body in Malaysia, among the other main certification bodies around the world. Nine categories were identified in awarding Halal certification to companies. Comparative analysis was then used to see the differences that exist between these certification bodies. The results of the analysis indicate that, based on the nine categories identified, JAKIM is the strictest body in awarding Halal certification to companies.
This paper addresses the relationship between brand logo symmetry and product design inferences. By relying on the theoretical concepts of consumer self-congruity and spillover effects, we propose ...that brand logo associations should be in congruence with the consumer's self-concept to have a positive effect on logo liking and, consequently, on product design inferences. Consumers tend to associate asymmetry, not symmetry, with excitement and compare their own self-concept with these perceived associations. Due to self-congruity effects, consumers have higher preferences for a brand logo if the brand logo's associations match their own self-concept. Based on their logo liking, consumers are able to make attitude-based product design inferences. The impact on product design inferences varies with regard to the dimensions of product design. More specifically, the findings demonstrate that inferred product aesthetics and symbolism are, in fact, more strongly affected in comparison to inferred product functionality.
Purpose
The shape of a product plays a crucial role in shaping consumer behavior. Despite the voluminous research on factors influencing consumers’ shape preferences, there remains a limited ...understanding of how the busy mindset, a mentality increasingly emphasized by marketing campaigns, works. This study aims to fill this gap by exploring the relationship between a busy mindset and the preference for angular-shaped versus circular-shaped products and brand logos.
Design/methodology/approach
This research consists of seven experimental studies using various shape stimuli, distinct manipulations of busy mindset, different assessments of shape preference and samples drawn from multiple countries.
Findings
The findings reveal that a busy mindset leads to a preference for angular shapes over circular ones by amplifying the need for uniqueness. In addition, these effects are attenuated when products are scarce.
Originality/value
This research represents one of the pioneering efforts to study the role of a busy mindset on consumers’ aesthetic preferences. Beyond yielding insights for practitioners into visual marketing, this research contributes to the theories on the busy mindset and shape preference.
The vehicle logo contains the vehicle's identity information, so vehicle logo detection (VLD) technology has extremely important significance. Although the VLD field has been studied for many years, ...the detection task is still difficult due to the small size of the vehicle logo and the background interference problem. To solve these problems, this paper proposes a method of VLD based on the YOLO-T model and the correlation of the vehicle space structure. Aiming at the small size of the vehicle logo, we propose a vehicle logo detection network called YOLO-T. It integrates multiple receptive fields and establishes a multi-scale detection structure suitable for VLD tasks. In addition, we design an effective pre-training strategy to improve the detection accuracy of YOLO-T. Aiming at the background interference, we use the position correlation between the vehicle lights and the vehicle logo to extract the region of interest of the vehicle logo. This measure not only reduces the search area but also weakens the background interference. We have labeled a new vehicle logo dataset named LOGO-17, which contains 17 different categories of vehicle logos. The experimental results show that our proposed method achieves high detection accuracy and outperforms the existing vehicle logo detection methods.
A brand logo has significant influences on consumer evaluations of a brand. However, little research has examined the effectiveness of brand logo design. The present research thus seeks to extend the ...literature in this area by examining how cuteness associated with a brand logo might produce a more favourable brand attitude. Across two experimental studies, this research provides empirical evidence that a cute (vs. non-cute) brand logo can increase positive consumer attitude toward a brand, especially among those experiencing the emotion of hope (but not happiness or a neutral emotional state). Further, this effect is driven by the perceptions among consumers feeling hopeful (but not happy) that a cute (vs. non-cute) brand logo has higher levels of growth potential. The findings of this research thus make theoretical implications on the literature on brand logo, cuteness, and emotion literature, and offer managerial implications in terms of brand logo design effectiveness.
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