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

被引：0

作者：

Sadeghvaziri, Faraz ^{[1
]}

Gomar, Omid ^{[2
]}

Azimi, Mohammad ^{[2
]}

Shoja, Ali ^{[3
]}

Mozafari, Amin ^{[2
]}

机构：

[1] Kharazmi Univ, Fac Management, Dept Business Adm, Tehran, Iran

[2] Kharazmi Univ, Fac Management, Business Adm, Tehran, Iran

[3] Univ Tehran, Fac Management, Mkt Management, Tehran, Iran

来源：

IRANIAN JOURNAL OF MANAGEMENT STUDIES | 2022年 / 15卷 / 02期

关键词：

brand logo benefit; self-image congruence; word of mouth; commitment; higher education; SELF-IMAGE CONGRUENCE; WORD-OF-MOUTH; IDENTIFICATION; ANTECEDENTS; COMMITMENT; DESIGN;

D O I：

暂无

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

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.

引用

页码：305 / 320

页数：16

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