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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.

The results of this study have significant policy implications for charting a new course toward enhancing agricultural productivity among Chinese farmers.

By establishing a rural household decision-making model based on the transfer market of farmland operation rights, this paper systematically analyzes the effects of land transfer-in and land transfer-out on the productivity (per labor income) of rural households. The authors conducted basic regression analysis and robustness tests using propensity score-matching and proxy variable approaches based on the micro survey data from rural households in 30 counties in 21 provinces/municipalities/autonomous regions in 2013.

After the completion of land transfer, the total productivity of rural households transferring in lands will increase with an increase in the agricultural productivity; the total productivity of rural households transferring out land will increase due to a rise in non-agricultural productivity and the absolute total productivity of rural households not involved in land transfer will remain unchanged.

Unlike previous literature, this paper discusses the impacts of land transfer-in and transfer-out on total productivity, agricultural productivity and non-agricultural productivity among various rural households (i.e. those transferring in land, transferring out land or which are self-sufficient).

The smoothness of the high-speed railway (HSR) on the bridge may exceed the allowable standard when an earthquake causes vibrations for HSR bridges, which may threaten the safety of running trains. Indeed, few studies have evaluated the exceeding probability of rail displacement exceeding the allowable standard. The purposes of this article are to provide a method for investigating the exceeding probability of the rail displacement of HSRs under seismic excitation and to calculate the exceeding probability.

In order to investigate the exceeding probability of the rail displacement under different seismic excitations, the workflow of analyzing the smoothness of the rail based on incremental dynamic analysis (IDA) is proposed, and the intensity measure and limit state for the exceeding probability analysis of HSRs are defined. Then a finite element model (FEM) of an assumed HSR track-bridge system is constructed, which comprises a five-span simply-supported girder bridge supporting a finite length CRTS II ballastless track. Under different seismic excitations, the seismic displacement response of the rail is calculated; the character of the rail displacement is analyzed; and the exceeding probability of the rail vertical displacement exceeding the allowable standard (2mm) is investigated.

The results show that: (1) The bridge-abutment joint position may form a step-like under seismic excitation, threatening the running safety of high-speed trains under seismic excitations, and the rail displacements at mid-span positions are bigger than that at other positions on the bridge. (2) The exceeding probability of rail displacement is up to about 44% when PGA = 0.01g, which is the level-five risk probability and can be described as 'very likely to happen'. (3) The exceeding probability of the rail at the mid-span positions is bigger than that above other positions of the bridge, and the mid-span positions of the track-bridge system above the bridge may be the most hazardous area for the running safety of trains under seismic excitation when high-speed trains run on bridges.

The work extends the seismic hazardous analysis of HSRs and would lead to a better understanding of the exceeding probability for the rail of HSRs under seismic excitations and better references for the alert of the HSR operation.

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.