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


Article Title [فارسی]

مزایای لوگوی برند: آیا شواهدی از تأثیر آن در بخش آموزش عالی وجود دارد؟

Authors [فارسی]

  • فراز صادق وزیری 1
  • امید گمار 2
  • محمد عظیمی 2
  • علی شجاع 3
  • امین مظفری 2
1 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران
2 کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران
3 دانشجوی دکتری مدیریت بازاریابی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
Abstract [فارسی]

تاکنون مطالعات محدودی تأثیر لوگوی برند در بخش آموزش عالی را مورد بررسی قرار داده­اند. این مورد بویژه در پیشینه پژوهش و در زمینه تأثیر مزایایی که یک لوگوی برند می­تواند در این بخش داشته باشد مورد غفلت واقع شده است؛ لذا مطالعه حاضر در پی ارائه چارچوبی برای درک بهتر مزایای لوگوی برند در بخش آموزش عالی است. علاوه بر این، این مطالعه نسبت به توسعه چارچوب مطالعات پیشین با افزودن مفاهیمی مانند تعهد مستمر و توصیه­های کلامی اقدام نموده است. مدل این پژوهش در یک نمونه 340 نفری از دانشجویان مقطع کارشناسی دانشگاه­های دولتی شهر تهران مورد بررسی قرار گرفت. نتایج حاکی از آن بود که تجانس تصویر خود واقعی و مزایای لوگوی برند تأثیر مثبت و معناداری بر تعهد و توصیه­های کلامی دارند. همچنین تجانس تصویر خود، مزایای لوگوی برند و توصیه­های کلامی را به صورت مستقیم و تعهد را به صورت غیر مستقیم تحت تأثیر قرار می­دهد.

Keywords [فارسی]

  • مزایای لوگوی برند
  • تجانس تصویر خود
  • توصیه کلامی
  • تعهد
  • آموزش عالی
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