Brand Logo Benefit: Is There any Evidence of its Impact in the Higher Education Sector?
Publish place: Iranian Journal of Management Studies، Vol: 15، Issue: 2
Publish Year: 1401
نوع سند: مقاله ژورنالی
زبان: English
View: 164
This Paper With 16 Page And PDF Format Ready To Download
- Certificate
- من نویسنده این مقاله هستم
استخراج به نرم افزارهای پژوهشی:
شناسه ملی سند علمی:
JR_JIJMS-15-2_007
تاریخ نمایه سازی: 23 شهریور 1401
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 ۳۴۰ 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:
Authors
فراز صادق وزیری
Assistant Professor, Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran
امید گمار
M.A. in Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran
محمد عظیمی
M.A. in Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran
علی شجاع
PhD Candidate in Marketing Management, Faculty of Management, University of Tehran, Tehran, Iran
امین مظفری
M.A. in Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran
مراجع و منابع این Paper:
لیست زیر مراجع و منابع استفاده شده در این Paper را نمایش می دهد. این مراجع به صورت کاملا ماشینی و بر اساس هوش مصنوعی استخراج شده اند و لذا ممکن است دارای اشکالاتی باشند که به مرور زمان دقت استخراج این محتوا افزایش می یابد. مراجعی که مقالات مربوط به آنها در سیویلیکا نمایه شده و پیدا شده اند، به خود Paper لینک شده اند :