Brand Logo Benefit: Is There any Evidence of its Impact in the Higher Education Sector?

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran

2 M.A. in Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran

3 PhD Candidate in Marketing Management, Faculty of Management, University of Tehran, Tehran, Iran

Abstract

Few studies have examined the impact of brand logo in higher education sector. Particularly, the literature has neglected the benefits that a brand logo can have in this context. Thus, this paper outlines a framework that contributes to a greater understanding of brand logo benefits in higher education sector and extends the framework of previous studies by accounting for continuance commitment and word of mouth. We analyzed our model based on the data obtained from a sample of 340 undergraduate students from public universities in Tehran, Iran. The results indicated that the ideal self-image congruence and the brand logo benefit have a positive significant impact on commitment and word of mouth. In addition, the self-image congruence directly influences the brand logo benefit and word of mouth, and indirectly influences commitment.

Keywords

Main Subjects

References

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Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies)
Volume 15, Issue 2
April 2022
Pages 305-320

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