Brand logo benefit: Is there any evidence of its impact in the higher education sector?

Abstract

Few studies examine the impact of brand logo in higher education sector. Particularly, the literature neglects the benefits of a brand logo that 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 on a sample of 340 undergraduate students from public universities in Tehran. The results indicate 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.