An underdog brand is a brand with humble resources that competes with passion and
determination against competitors that dominate a market. Numerous anecdotal examples …

The aim of this article is to investigate the interplay of aesthetics and semiotics in 21st
century visual communications, focusing on the pedagogical and sociocultural aspects that …

Purpose This paper aims to examine how visual elements used in packaging design relate
to diasporic consumer identity and influence aesthetic appreciation. Design/methodology …

Purpose This paper aims to investigate how and when visual referents in brand visual
aesthetics (ie colours, shapes, patterns and materials) serve as design applications that …

This paper examines how culturally displaced brand owners help construct imagined worlds
with their selection and use of brand visual aesthetics (BVA). Using the theoretical lens of …

La identidad visual corporativa (IVC) es la percepción visual de los consumidores hacia
elementos distintivos de una empresa. El 58, 1% del total de producción de calzado …

Purpose Transnationalism and transnational concept are extensively researched in many
social science areas; however, transnational management and transnational marketing is …

La identidad corporativa (IC) en medios digitales está diseñada, para generar confianza en
los usuarios, pues éstos asocian los componentes de IC con información que colabore a …

Purpose This paper aims to consider the visual literacy mobilized by consumers in their use
of brand aesthetics to construct and communicate a curated self. Design/methodology …

Marketing often relies on strong visual identity. Products and services are promoted via
images, corporate image commands increasing attention, and images of identity pulse …