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

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.

brand logo benefit, self-image congruence, Word of mouth, Commitment, Higher Education