The Role of Visual Branding in Driving Investment Attractiveness in the Digitalisation Era: Psychophysiological Data Analysis
DOI:
https://doi.org/10.34021/ve.2024.07.04(1)Keywords:
visual branding; logo perception; psychophysiological analysis; galvanic skin response; facial expression recognition; emotional engagementAbstract
In the digitalisation era, visual branding has become a key driver of investment attractiveness, particularly for institutions seeking to differentiate themselves and appeal to diverse stakeholders. This study investigates the role of visual branding through the analysis of logos from universities and companies located in Sumy, Ukraine. Using psychophysiological data analysis, the research integrates galvanic skin response and facial expression recognition to assess the emotional and cognitive impacts of visual-branding elements such as forms and lines. This study employs a mixed-method approach that combines biometric data and subjective surveys to evaluate logo perception. Paired t tests and chi-square analyses were conducted to determine the relationships between logo design elements and perceived traits such as stability, inclusivity, and professionalism. Comparative analysis with global corporate branding benchmarks highlighted the alignment and gaps of local logos against global design standards. The results reveal significant variations in emotional engagement and perception across different logos. University logos, while emphasizing inclusivity and harmony, lack the geometric precision and structured linear elements associated with global branding success. Similarly, company logos demonstrated limited alignment with traits of professionalism and trust. Galvanic skin response peak detection further highlighted low emotional arousal for most stimuli, suggesting a need for stronger visual impact to enhance investment appeal. This research emphasizes the importance of integrating global design principles into local branding strategies. By incorporating structured forms, balanced compositions, and emotionally resonant elements, organizations can enhance their visual identity and foster greater investment attractiveness. Future studies should explore the long-term impact of branding adjustments in regions facing economic or geopolitical challenges, such as those faced by Ukraine.
Downloads
References
Phillips, B. J., McQuarrie, E. F., & Griffin, W. G. (2014). The face of the brand: How art directors understand visual brand identity. Journal of Advertising, 43(4), 318–332. https://doi.org/10.1080/00913367.2013.867824.
Klink, R. R., & Athaide, G. A. (2014). Examining the brand name – mark relationship in emerging markets. Journal of Product and Brand Management, 23(4-5), 262–267. https://doi.org/10.1108/JPBM-03-2014-0512.
Mundel, J., Deng, T., & Kim, H. (2024). Branding in a Budding Industry: The Influence of Visual Cues on Consumer Behavior in the Cannabis Market. Visual Communication Quarterly, 31(3), 159–171. https://doi.org/10.1080/15551393.2024.2382068.
Saura, J. R., Herráez, B. R., & Reyes-Menendez, A. (2019). Comparing a traditional approach for financial Brand Communication Analysis with a Big Data Analytics technique. IEEE access, 7, 37100–37108.
Orangzab, S. M., Zulfiqar, M. U., Chani, M. I., Tariq, B., & Hussain, R. I. (2021). Influential Factors of Brand Extension among University Students: Case for Pakistan. Marketing and Management of Innovations, 2, 278–292. http://doi.org/10.21272/mmi.2021.2-23.
Gupta, T., & Hagtvedt, H. (2021). Safe Together, Vulnerable Apart: How Interstitial Space in Text Logos Impacts Brand Attitudes in Tight versus Loose Cultures. Journal of Consumer Research, 48(3), 474–491. https://doi.org/10.1093/jcr/ucab006.
Reyes-Menendez, A., Palos-Sanchez, P., Saura, J. R., & Santos, C. R. (2022). Revisiting the impact of perceived social value on consumer behavior toward luxury brands. European Management Journal, 40(2), 224–233.
Titko, J., Svirina, A., Astike, K., Uzule, K., Shina, I., & Zarina, V. (2023). Impact of country-level cultural development on the achievement of sustainable development goals. Business, Management and Economics Engineering, 21(2), 269–278.
Kwilinski, A., Lyulyov, O., & Pimonenko, T. (2023). Greenfield investment as a catalyst of green economic growth. Energies, 16(5), Article 2372. https://doi.org/10.3390/en16052372.
Kwilinski, A., Merritt, P., & Wróblewski, Ł. (2024). Advancing sustainable development goals through digital culture: A global research overview. Cultural Management: Science and Education, 8(1), 61–80. https://doi.org/10.30819/cmse.8-1.04.
Kwilinski, A., Szczepańska-Woszczyna, K., Lyulyov, O., & Pimonenko, T. (2024). Government effectiveness and immigrant outflows: Their role in advancing greenfield investment globally and regionally. Polish Journal of Management Studies, 29(2), 365–379. https://doi.org/10.17512/pjms.2024.29.2.19.
Kwilinski, A., Lyulyov, O., & Pimonenko, T. (2024). Green economic development and entrepreneurship transformation. Entrepreneurial Business and Economics Review, 12(4), 157–175. https://doi.org/10.15678/EBER.2024.120409.
Lyulyov, O., Chygryn, O., Pimonenko, T., Zimbroff, A., Makiela, Z., & Kwilinski, A. (2024). Green competitiveness forecasting as an instrument for sustainable business transformation. Forum Scientiae Oeconomia, 12(2), 8–20. https://doi.org/10.23762/FSO_VOL12_NO2_1.
Kwilinski, A. (2019). Implementation of blockchain technology in accounting sphere. Academy of Accounting and Financial Studies Journal, 23(SI2), 1–6.
Kwilinski, A., Lyulyov, O., & Pimonenko, T. (2023). The coupling and coordination degree of digital business and digital governance in the context of sustainable development. Information, 14(12), Article 651. https://doi.org/10.3390/info14120651.
Kwilinski, A., Lyulyov, O., & Pimonenko, T. (2023). Unlocking Sustainable Value through Digital Transformation: An Examination of ESG Performance. Information, 14(8), Article 444. https://doi.org/10.3390/info14080444.
Kwilinski, A., Lyulyov, O., & Pimonenko, T. (2024). Reducing transport sector CO2 emissions patterns: Environmental technologies and renewable energy. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), Article 100217. https://doi.org/10.1016/j.joitmc.2024.100217.
Szczepańska-Woszczyna, K., Vysochyna, A., & Kwilinski, A. (2024). Public health efficiency and country competitiveness: Empirical study in prepandemic and pandemic periods. Forum Scientiae Oeconomia, 12(1), 151–166. https://doi.org/10.23762/FSO.
Polcyn, J., Lyulyov, O., Pimonenko, T., & Vovk, V. (2023). An attempt at a simplified determination of the brand value of a university. Forum Scientiae Oeconomia, 11(3), 53–67. https://doi.org/10.23762/FSO_VOL11_NO3_3.
Payonk, K., Lyashenko, V., & Kvilinskyi, O. (2015). Operation of a business entity in the context of globalization. Economic Herald of the Donbas, 4(42), 18–23.
Ayala-Mora, J., Infante-Moro, A., & Infante-Moro, J. C. (2023). Electronic administration in the Council of the Judiciary of Ecuador [La administración electrónica en el Consejo de la Judicatura de Ecuador]. RISTI - Revista Ibérica de Sistemas e Tecnologias de Informação, 2023(E60), 511–523.
Kwilinski, A. (2023). E-commerce and sustainable development in the European Union: A comprehensive analysis of SDG2, SDG12, and SDG13. Forum Scientiae Oeconomia, 11(3), 87–107. https://doi.org/10.23762/FSO_VOL11_NO3_5.
Kwilinski, A. (2024). Understanding the nonlinear effect of digital technology development on CO2 reduction. Sustainable Development, 32(5), 5797-5811. https://doi.org/10.1002/sd.2964.
Kwilinski, A., Szczepańska-Woszczyna, K., Lyulyov, O., & Pimonenko, T. (2024). Digital public services: Catalysts for healthcare efficiency. Journal of Open Innovation: Technology, Market, and Complexity, 10(3), Article 100319. https://doi.org/10.1016/j.joitmc.2024.100319.
Szczepańska-Woszczyna, K., Lyulyov, O., & Pimonenko, T. (2024). Digital public services: Catalysts for healthcare efficiency. Journal of Open Innovation: Technology, Market, and Complexity, 10(3), Article 100319. https://doi.org/10.1016/j.joitmc.2024.100319.
Kharazishvili, Y., Kwilinski, A., Sukhodolia, O., et al. (2021). The Systemic Approach for Estimating and Strategizing Energy Security: The Case of Ukraine. Energies, 14(8), Article 2126. https://doi.org/10.3390/en14082126.
Kwilinski, A. (2024). Mapping global research on green energy and green investment: A comprehensive bibliometric study. Energies, 17(5), Article 1119. https://doi.org/10.3390/en17051119.
Kwilinski, A., Lyulyov, O., Pimonenko, T., & Pudryk, D. (2024). Global image of countries and immigration flows. Central European Business Review, 13(4), 83–101. https://doi.org/10.18267/j.cebr.359.
Ziabina, Y., Kwilinski, A., Lyulyov, O., et al. (2023). Convergence of Energy Policies between the EU and Ukraine under the Green Deal Policy. Energies, 16(2), 998. https://doi.org/10.3390/en16020998.
Mlaabdal, S. M. A., Kulish, A., Kwilinski, A., & Chygryn, O. (2024). Sustainable energy policy and environmental responsibility: Clustering of key development patterns. Journal of Sustainability Science and Management, 19(8), 132–148. https://doi.org/10.46754/jssm.2024.08.010.
Elkotbi, T. (2022). Suggested Visual Identity Design and Sustainability Course Developing Saudi Long-Life Transition. Information Sciences Letters, 11(2), 581–587. https://doi.org/10.18576/isl/110226.
Infante-Moro, A., Infante-Moro, J. C., & Gallardo-Pérez, J. (2022a). Key factors to raise cybersecurity awareness among employees [Factores claves para concienciar la ciberseguridad en los empleados]. Revista de Pensamiento Estratégico y Seguridad CISDE, 7(1), 69–79.
Karpenko, L., Serbov, M., Kwilinski, A., Makedon, V., & Drobyazko, S. (2018). Methodological platform of the control mechanism with the energy saving technologies. Academy of Strategic Management Journal, 17(5), 1–7.
Kwilinski, A., & Kardas, M. (2024). Efficiency of Full and Fractional Factorial Designs in Quality Management: A Case Study on Identifying Key Adhesion Factors. Forum Scientiae Oeconomia, 12(3), 138–155. https://doi.org/10.23762/FSO_VOL12_NO3_7.
Kyrylov, Y., Hranovska, V., Boiko, V., Kwilinski, A., & Boiko, L. (2020). International tourism development in the context of increasing globalization risks: On the example of Ukraine’s integration into the global tourism industry. Journal of Risk and Financial Management, 13(12), Article 303. https://doi.org/10.3390/jrfm13120303.
Ismail, N., Kot, S., Abd Aziz, A. S., & Rajiani, I. (2020). From innovation to market: Integrating university and industry perspectives towards commercializing research output. Forum Scientiae Oeconomia, 8(4), 99–115. https://doi.org/10.23762/FSO_VOL8_NO4_6.
Maqsood, S. M., & Soomro, Y. A. (2021). Gray-market and its Impacts on Brand Image: Case for Retail Perfume Industry. Marketing and Management of Innovations, 1, 124–134. http://doi.org/10.21272/mmi.2021.1-10.
Aspara, J. (2013). The Role of Product and Brand Perceptions In Stock Investing: Effects On Investment Considerations, Optimism and Confidence. Journal of Behavioral Finance, 14(3), 195–212. https://doi.org/10.1080/15427560.2013.819803.
Fischer, M., & Himme, A. (2017). The financial brand value chain: How brand investments contribute to the financial health of firms. International Journal of Research in Marketing, 34(1), 137–153. https://doi.org/10.1016/j.ijresmar.2016.05.004.
Biong, H., & Silkoset, R. (2014). The ineffectiveness of corporate brand investments in creating price premiums. Journal of Marketing Theory and Practice, 22(2), 169–184. https://doi.org/10.2753/MTP1069-6679220211.
Bronnenberg, B. J., Dubé, J.-P., & Syverson, C. (2022). Marketing Investment and Intangible Brand Capital. Journal of Economic Perspectives, 36(3), 53–74. https://doi.org/10.1257/jep.36.3.53.
Sadiq, W., Abdullah, I., Aslam, K., & Zulfiqar, S. (2020). Engagement Marketing: the Innovative Perspective to Enhance the Viewer’s Loyalty in Social Media and Blogging E-Commerce Websites. Marketing and Management of Innovations, 1, 149–166. http://doi.org/10.21272/mmi.2020.1-12.
Chan, K. C., Li, K., Li, T., & Zhang, W. (2024). Brand capital and corporate investment efficiency. European Financial Management, 1–61. https://doi.org/10.1111/eufm.12519.
Berg, S., & Spicka, J. (2023). Shaping farm workers' political trust: The moderating role of misinformation exposure. Central European Business Review, 12(5), 177–199. https://doi.org/10.18267/j.cebr.357.
Dacko-Pikiewicz, Z. (2019). Building a family business brand in the context of the concept of stakeholder-oriented value. Forum Scientiae Oeconomia, 7(2), 37–51. https://doi.org/10.23762/FSO_VOL7_NO2_3.
Polcyn, J., Lyulyov, O., Pimonenko, T., & Vovk, V. (2023). An attempt at a simplified determination of the brand value of a university. Forum Scientiae Oeconomia, 11(3), 53–67. https://doi.org/10.23762/FSO_VOL11_NO3_3.
Spicka, J. (2023). Religious values and food waste: A comparative study of Roman Catholic believers and nonreligious individuals. Forum Scientiae Oeconomia, 11(4), 99–122. https://doi.org/10.23762/FSO_VOL11_NO4_5.
Crass, D., Czarnitzki, D., & Toole, A. A. (2019). The Dynamic Relationship Between Investments in Brand Equity and Firm Profitability: Evidence Using Trademark Registrations. International Journal of the Economics of Business, 26(1), 157–176. https://doi.org/10.1080/13571516.2019.1553292.
Davcik, N. S. (2016). How much do Product Differentiation, Marketing Investments and Brand Equity Actually Affect Price? An Empirical Study in the Consumer Market. Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress (pp. 619-619). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-319-24184-5_153.
Wang, K., Cheng, L., & Ding, C. (2015). Infinity Period Dynamic Control of a Kind of Channel’s Price and Brand Investment: A Differential Game Method. Mathematical Problems in Engineering, 2015(1), Article number 721970. https://doi.org/10.1155/2015/721970.
Mishra, S., Ewing, M. T., & Pitt, L. F. (2020). The effects of an articulated customer value proposition (CVP) on promotional expense, brand investment and firm performance in B2B markets: A text based analysis. Industrial Marketing Management, 87, 264–275. https://doi.org/10.1016/j.indmarman.2019.10.005.
Kim, R. B., & Yoon, D. H. (2018). Marketing accountability of Korea corporate: The relationship between branding investments and financial performance. Engineering Economics, 29(3), 332–340. https://doi.org/10.5755/j01.ee.29.3.7823.
Zhou, C. (2020). Study on the Impact of Informationized Investment on Company Brand Value: Based on the Data of Listed Garment and Home Textile Companies. 2020 6th IEEE International Conference on Information Management, ICIM 2020, 132–136. https://doi.org/10.1109/ICIM49319.2020.244685.
Bose, S., Pradhan, S., Siriguppi, D., & Alreddy, S. K. (2019). Customer-based place brand equity and investments: study of West Bengal. Place Branding and Public Diplomacy, 15(2), 67–77. https://doi.org/10.1057/s41254-019-00121-x.
Kalamova, M. M., & Konrad, K. A. (2010). Nation brands and foreign direct investment. Kyklos, 63(3), 400–431. https://doi.org/10.1111/j.1467-6435.2010.00480.x.
Papadopoulos, N., Hamzaoui-Essoussi, L., & el Banna, A. (2016). Nation branding for foreign direct investment: An integrative review and directions for research and strategy. Journal of Product and Brand Management, 25(7), 615–628. https://doi.org/10.1108/JPBM-09-2016-1320.
Dacko-Pikiewicz, Z. (2019). The selected aspects of strategic management in the city divided by the border in the context of the development of the cross-border market of cultural services. Polish Journal of Management Studies, 19(1), 130–144. https://doi.org/10.17512/pjms.2019.19.1.10.
Kharazishvili, Y., Kwilinski, A., Grishnova, O., & Dzwigol, H. (2020). Social Safety of Society for Developing Countries to Meet Sustainable Development Standards: Indicators, Level, Strategic Benchmarks (with Calculations Based on the Case Study of Ukraine). Sustainability, 12(21), Article 8953. https://doi.org/10.3390/su12218953.
Kwilinski, A., Dalevska, N., & Dementyev, V. V. (2022). Metatheoretical issues of the evolution of the international political economy. Journal of Risk and Financial Management, 15(3), Article 124. https://doi.org/10.3390/jrfm15030124.
Lyulyov, O., Us, Y., Pimonenko, T., Kwilinski, A., Vasylieva, T., Dalevska, N., Polcyn, J., & Boiko, V. (2020). The link between economic growth and tourism: COVID-19 impact. In Proceedings of the 36th International Business Information Management Association (IBIMA) (pp. 8070–8086). International Business Information Management Association.
Payonk, K., Lyashenko, V., & Kvilinskyi, O. (2015). Operation of a business entity in the context of globalization. Economic Herald of the Donbas, 4(42), 18–23.
Zimbroff, A. (2023). The future of extension programming postpandemic: The need for diverse approaches. The Journal of Extension, 61(2), Article 6. https://doi.org/10.34068/joe.61.02.06.
Matiza, T., & Oni, O. A. (2014b). The case for nation branding as an investment promotion methodology for African Nations: A literature-based perspective. Mediterranean Journal of Social Sciences, 5(3), 262–272. https://doi.org/10.5901/mjss.2014.v5n3p262.
Kaefer, F. (2021). Aparna Dutt Sharma on India, Nation Branding and Investment Promotion (pp. 73–76). Springer.. https://doi.org/10.1007/978-3-030-67144-0_10.
Mohib, A. A., & Carroll, C. (2024). Nation branding as a tool to attract foreign direct investments: a case study of Qatar. Place Branding and Public Diplomacy, 20(3), 363–377. https://doi.org/10.1057/s41254-024-00326-9.
Metaxas, T. (2010). Place marketing, place branding and foreign direct investments: Defining their relationship in the frame of local economic development process. Place Branding and Public Diplomacy, 6(3), 228–243. https://doi.org/10.1057/pb.2010.22.
Schoeneman, J., & Fullerton, J. (2023). Exploring relationships between nation branding and foreign direct investment. Place Branding and Public Diplomacy, 19(3), 266–279. https://doi.org/10.1057/s41254-022-00264-4.
Aruna, V., & Abdul Gafoor, A. (2012). Foreign direct investment (FDI) in the muli-brand retail sector in India - A boon or bane. IEEE-International Conference on Advances in Engineering, Science and Management, ICAESM-2012, 32–35.
Jamaluddin, N. (2013). The evolution of foreign direct investment in multi brand retail: Challenges faced by the Indian retail sector. Journal of Business and Retail Management Research, 7(2), 1–13.
Kumar, S. (2012). Foreign direct investment in multibrand retail: Opportunities and threats. Indian Journal of Marketing, 42(5), 47–52.
Matiza, T., & Oni, O. A. (2013). Nation branding as a strategic marketing approach to foreign direct investment promotion: The case of Zimbabwe. Mediterranean Journal of Social Sciences, 4(13), 475–488. https://doi.org/10.5901/mjss.2013.v4n13p475.
Matiza, T., & Oni, O. A. (2014a). Reimaging african nations as preferred foreign direct investment destinations: Towards a sustainable nation brand-based framework. Mediterranean Journal of Social Sciences, 5(9), 663–671. https://doi.org/10.5901/mjss.2014.v5n9p663.
Chiu, W., & Won, D. (2016). Consumer-brand relationships in sports products and repurchase intention: An application of the investment model. International Journal of Sports Marketing and Sponsorship, 17(3), 243–259. https://doi.org/10.1108/IJSMS-08-2016-013.
Krishna, A., & Kim, S. (2021). Exploring the dynamics between brand investment, customer investment, brand identification, and brand identity fusion. Journal of Business Research, 137, 267–277. https://doi.org/10.1016/j.jbusres.2021.08.039.
Li, X., & Petrick, J. F. (2008). Examining the antecedents of brand loyalty from an investment model perspective. Journal of Travel Research, 47(1), 25–34. https://doi.org/10.1177/0047287507312409.
Seal, D. B., & Bag, S. (2022). Constituents Affecting Brand Loyalty of Sustainable Beauty and Personal Care Products. Marketing and Management of Innovations, 3, 66–77. https://doi.org/10.21272/mmi.2022.3-06.
Popp, B., Wilson, B., Horbel, C., & Woratschek, H. (2016). Relationship building through Facebook brand pages: the multifaceted roles of identification, satisfaction, and perceived relationship investment. Journal of Strategic Marketing, 24(3-4), 278–294. https://doi.org/10.1080/0965254X.2015.1095226.
Sung, Y., & Campbell, W. K. (2009). Brand commitment in consumer-brand relationships: An investment model approach. Journal of Brand Management, 17(2), 97–113. https://doi.org/10.1057/palgrave.bm.2550119.
Dingle, D., & Harding, G. (1995). From Canberra to Oriana: A £200 million investment in the identification and management of brand values. Journal of Vacation Marketing, 1(2), 195–201. https://doi.org/10.1177/135676679500100208.
Dzogbenuku, R. K., Amoako, G. K., & Martins, A. (2023). The mediating role of financial service branding on investment decisions: an emerging market’s perspective. International Journal of Emerging Markets, 18(11), 4709–4733. https://doi.org/10.1108/IJOEM-05-2021-0718.
Joshi, A. (2018). Logo dynamics for investment branding: A visual-semiotic analysis of the reframing devices in the Make in India logo. Place Branding and Public Diplomacy, 14(3), 163–174. https://doi.org/10.1057/s41254-017-0070-x.
Kam, O.-Y., & Tse, C.-B. (2020). The trend of foreign direct investment movement: Did unintended nation brand of legal-families play an instrumental role? Journal of Business Research, 116, 745–762. https://doi.org/10.1016/j.jbusres.2018.01.008.
Moloi, K. C., Oksiutycz-Munyawiri, A., & Ndong, G. (2014). An investigation of Corporate Social Investment (CSI) programme’s contribution to the brand image of a financial institution in Alexandra, South Africa. Mediterranean Journal of Social Sciences, 5(4), 282–291. https://doi.org/10.5901/mjss.2014.v5n4p282.
Yesiana, R., Septiarani, B., Astuti, K. D., Anggraini, P., Pardcipta, J. S., Pradana, G. A., & Pandie, A. R. (2023). Strengthening City Branding Through Investment in Ambarawa Urban Area, Semarang Regency. IOP Conference Series: Earth and Environmental Science, 1264(1). https://doi.org/10.1088/1755-1315/1264/1/012006.
Fee, C. E., Hadlock, C. J., & Pierce, J. R. (2012). What happens in acquisitions? Evidence from brand ownership changes and advertising investment. Journal of Corporate Finance, 18(3), 584–597. https://doi.org/10.1016/j.jcorpfin.2012.02.007.
He, Q., Carrilero-Castillo, A., & Gonzalez-Garcia, J. (2022). Do CEO characteristics influence a firm’s investment in brand equity? Evidence from Chinese listed firms. International Entrepreneurship and Management Journal, 18(1), 73–87. https://doi.org/10.1007/s11365-020-00721-7.
Jensen, J. A., & Cobbs, J. B. (2014). Predicting return on investment in sport sponsorship: Modelling brand exposure, price, and ROI in formula one automotive competition. Journal of Advertising Research, 54(4), 435–447. https://doi.org/10.2501/JAR-54-4-435-447.
Mao, Z., & Han, Y. (2024). Interaction between service investment and store-brand introduction in a dual-channel supply chain. Journal of Management Science and Engineering, 9(3), 293–307. https://doi.org/10.1016/j.jmse.2024.03.001.
Treynor, J. (1999). The Investment Value of Brand Franchise. Financial Analysts Journal, 55(2), 27–34. https://doi.org/10.2469/faj.v55.n2.2258.
Rahmanov. F., Mursalov. M., & Rosokhata, A. (2021). Consumer Behavior in Digital Era: Impact of COVID-19. Marketing and Management of Innovations, 2, 243–251. http://doi.org/10.21272/mmi.2021.2-20.
Chatterjee, P. (2009). Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability. Contemporary Research in E-Branding (pp. 61–77). IGI Global. https://doi.org/10.4018/978-1-59904-813-0.ch005.
Hamadi, M., El-Den, J., Khan, A. R., & Sriratanaviriyakul, N. (2020). The Impacts of Social Media’s Adoption in Higher Education Institutions: An Approach for Social Media’s Return on Investment and Branding in Universities. International Journal of Learning, 6(1), 16–21. https://doi.org/10.18178/IJLT.6.1.16-21.
Ren, H., Sun, C., & Tang, X. (2022). A Game Approach for EV Brands’ Investment Planning of Battery Swapping Stations. 2022 IEEE International Conference on Communications, Control, and Computing Technologies for Smart Grids, SmartGridComm 2022, 353–359. https://doi.org/10.1109/SmartGridComm52983.2022.9961060.
Tseng, T. H., Hsieh, S. H., & Lee, C. T. (2022). Capturing behavioural outcomes through branded applications: the perspective of the investment model. Internet Research, 32(5), 1532–1561. https://doi.org/10.1108/INTR-08-2020-0452.
Titko, J., Lapina, I., & Lentjušenkova, O. (2021). Measuring of intellectual capital investments in higher education: case of Latvia. International Journal of Quality and Service Sciences, 13(4), 601–617.
Yermachenko, V., Bondarenko, D., Akimova, L., Karpa, M., Akimov, O., & Kalashnyk, N. (2023). Theory and Practice of Public Management of Smart Infrastructure in the Conditions of the Digital Society’Development: Socioeconomic Aspects. Economic Affairs, 68(01), 617–633.
Sina, I., Sannikova, A., & bin Sajjad, F. (2020). Brand of European Higher Education Institution as a Key Factor for Foreign Students. Marketing and Management of Innovations, 3, 181–194. http://doi.org/10.21272/mmi.2020.3-13.
Heidari, S., Zarei, M., Daneshfar, A., & Dokhanian, S. (2023). Increasing Sales Through Social Media Marketing: The Role of Customer Brand Attachment, Brand Trust, and Brand Equity. Marketing and Management of Innovations, 1, 224–234. https://doi.org/10.21272/mmi.2023.1-19.
Hayakawa, Y. (2013). Business Corporations as Non-State Actors in International Law: a Brand-New International Law-Making Process Through Investment Treaty Arbitration. International Law in the New Age of Globalization (pp. 347–363). Brill Nijhoff. https://doi.org/10.1163/9789004228818_015.
Potočnik, M. (2019). Arbitrating Brands: International Investment Treaties and Trade Marks. Arbitrating Brands: International Investment Treaties and Trade Marks. Edward Elgar Publishing. https://doi.org/10.4337/9781788971812.
Callingham, M., & Baker, T. (2001). An innovative unified brand and market measurement system for strategic investment decisions. International Journal of Market Research, 43(3), 291–320. https://doi.org/10.1177/147078530104300301.
Haxthausen, O. (2009). Valuing brands and brand investments: Key learnings and future expectations. Journal of Brand Management, 17(1), 18–25. https://doi.org/10.1057/bm.2009.12.
Lee, R., & Lee, Y.-I. (2021). The role of nation brand in attracting foreign direct investments: a case study of Korea. International Marketing Review, 38(1), 124–140. https://doi.org/10.1108/IMR-01-2019-0024.
Aagesen, P. T., & Heyer, C. (2016). Personality of interaction: Expressing brand personalities through interaction aesthetics. Conference on Human Factors in Computing Systems - Proceedings, 3126–3130. https://doi.org/10.1145/2858036.2858521.
Davison, J. (2009). Icon, iconography, iconology: Visual branding, banking and the case of the bowler-hat. Accounting, Auditing and Accountability Journal, 22(6), 883–906. https://doi.org/10.1108/09513570910980454.
Klint, L., Lisby, H., & Binthahir, H. A. (2015). Using a PHM-based visual brand identity management system to manage deterioration of visual brand identities and prolong their life span. 2014 International Conference on Prognostics and Health Management, PHM 2014. https://doi.org/10.1109/ICPHM.2014.7036364.
Lopez, A., & Rodriguez, R. (2018). Children and their brands: how young consumers relate to brands. Journal of Consumer Marketing, 35(2), 130–142. https://doi.org/10.1108/JCM-06-2016-1842.
Medeiros, B. (2018). Restoring whiteness, sanitizing blackness and authenticating modern artifice: Pepsodent toothpaste and the visual branding of Amos ‘N’ Andy. Historical Journal of Film, Radio and Television, 38(2), 343–357. https://doi.org/10.1080/01439685.2017.1300407.
Presutti, S. (2023). The Spanish tilde as a visual semiotic marker of Pan-Hispanism. Social Semiotics, 33(5), 1165–1182. https://doi.org/10.1080/10350330.2022.2035653.
Thurlow, C., & Aiello, G. (2007). National pride, global capital: A social semiotic analysis of transnational visual branding in the airline industry. Visual Communication, 6(3), 305–344. https://doi.org/10.1177/1470357207081002.
Bernhardt, A. M., Wilking, C., Adachi-Mejia, A. M., Bergamini, E., Marijnissen, J., & Sargent, J. D. (2013). How Television Fast Food Marketing Aimed at Children Compares with Adult Advertisements. PLoS ONE, 8(8), Article number e72479. https://doi.org/10.1371/journal.pone.0072479.
Williams, J., Hartnett, N., & Trinh, G. (2023). Finding creative drivers of advertising effectiveness with modern data analysis. International Journal of Market Research, 65(4), 423–447. https://doi.org/10.1177/14707853221134258.
Maxian, W., Bradley, S. D., Wise, W., & Toulouse, E. N. (2013). Brand love is in the heart: Physiological responding to advertised brands. Psychology & Marketing, 30(6), 469–478.
Kamaruzaman, N. N. N., & Jamaludin, M. (2023). Literature Analysis of the Emotional Colours in Big Brand Logo Design. Journal of Mathematics and Computing Science, 9(2), 149–158.
Fairclough, S. H., & Venables, L. (2006). Prediction of subjective states from psychophysiology: A multivariate approach. Biological psychology, 71(1), 100–110.
Gangadharbatla, H., Bradley, S., & Wise, W. (2013). Psychophysiological responses to background brand placements in video games. Journal of Advertising, 42(2-3), 251–263.
Damasio, A. R. (1996). The somatic marker hypothesis and the possible functions of the prefrontal cortex. Philosophical Transactions of the Royal Society of London. Series B: Biological Sciences, 351(1346), 1413-1420.
Tuncer, A. İ., Aytekin, B. A., Aydın, M. S., Erdem, N., Depboylu, K., Ulusoy, K. A., Üveyik, B., Kızılhan, T. (2023). Evaluating the relationship between logo and corporate reputation with psychophysiological data harvesting technique. BMIJ, 1(2), 413–434. https://doi.org/10.15295/bmij.v11i2.2180.
Haidar, A. Z. (2024). The Role of Visual Design in Building Brand Image to Increase Consumer Loyalty in the Digital Era. Side: Scientific Development Journal, 1(2), 49–53.
Melewar, T. C., Dennis, C. E., & Foroudi, P. (Eds.). (2021). Building corporate identity, image and reputation in the digital era. Routledge.
Denga, E. M., Vajjhala, N. R. R., & Asortse, S. (2023). Digital branding in the digital era. In The role of brands in an era of overinformation (pp. 171–197). IGI Global.
Downloads
Published
How to Cite
Issue
Section
License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.