文章基本信息

标题：Brand Logo Benefit: Is There any Evidence of its Impact in the Higher Education Sector?
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作者：Faraz Sadeghvaziri ; Omid Gomar ; Mohammad Azimi 等
期刊名称：Iranian Journal of Management Studies
印刷版ISSN：2008-7055
出版年度：2022
卷号：15
期号：2
页码：305-320
DOI：10.22059/ijms.2021.308166.674175
语种：English
出版社：University of Tehran * College of Farabi
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.
关键词：brand logo benefit;self-image congruence;word of mouth;commitment;higher education