Li, Y., Lee, H. H. M., & Blasco-Arcas, L. (2025). Computer vision in branding: A conceptual framework and future research agenda. Journal of Business Research, 193, 115329. https://doi.org/10.1016/j.jbusres.2025.115329
This study examines how computer vision transforms branding research by offering a typology of visual features and introducing an integrative CTV-CBBE framework that bridges computational processes and branding outcomes. Through an integrative literature review, we analyze the impact of computer vision across different levels of brand equity, highlighting a progression from single-level to integrative visual analysis, from single to multimodal approaches, and from static imagery to broader visuals. These advancements underscore the growing importance of computer vision in navigating dynamic, hyperconnected branding environments. Our findings contribute to assessing brand identity, enhancing product design, interpreting brand meaning, evaluating consumer sentiment, and improving engagement. To advance the field, we propose a future research agenda centered on leveraging underexplored visual features, generative artificial intelligence, and multimodality while aligning technical innovations with branding theories. This study offers a strategic roadmap for researchers and practitioners to harness computer vision to enhance branding strategies.
Li, Y., Lee, H. H. M., & Blasco-Arcas, L. (2025, May 25–30). A meta-analysis of visual marketing communication. EMAC Spring Conference, Pozuelo (Madrid), Spain.
Li, Y., Lee, H. H. M., Blasco-Arcas, L., & Haenlein, M. (2025, August 22–24). Visual marketing communication – A meta-analytic review. AMA Summer Academic Conference, Chicago, United States.
Li, Y., Blasco-Arcas, L., & Lee, H. H. M. (2024, May 21–24). Computer
vision in branding: Conceptualization, typology, and future agenda. Academy of Marketing Science Annual Conference, Miami, United States.
Li, Y., Lee, H. H. M., & Blasco-Arcas, L. (2024, June 10–12). Computer
vision in branding: A review and future agenda. AIRSI Annual
Conference, Zaragoza, Spain.
→ Best Paper Award for Artificial Intelligence Track