IDEAS home Printed from https://ideas.repec.org/a/pal/jobman/v23y2016i2d10.1057_bm.2016.1.html
   My bibliography  Save this article

What’s in a university logo? Building commitment in higher education

Author

Listed:
  • Arnold Japutra

    (Faculty of Economics, Tarumanagara University)

  • Keni Keni
  • Bang Nguyen

Abstract

Achieving commitment can be challenging for the service industry, particularly for universities. If these service organizations can align and convey that their identity or image is beneficial toward their stakeholders, commitment is achievable. The present article examines a specific form of brand identity and image, namely brand logo benefit, and establishes that self-congruence is the driver of ‘brand logo benefit’ and that brand logo benefit positively influences commitment. Drawing on the self-concept theory, the study develops and empirically tests a conceptual model using survey data collected from 478 students in Indonesia. The study demonstrates that self-congruence (actual or ideal) affects the perceived brand logo benefit and brand logo benefit positively affects commitment. In addition, brand logo benefit partially mediates the link between self-congruence and commitment. Results indicate that actual self-congruence is a slightly better predictor of brand logo benefit compared with ideal self-congruence. Interestingly, ideal self-congruence is a slightly better predictor of commitment. Discussions and implications are provided.

Suggested Citation

  • Arnold Japutra & Keni Keni & Bang Nguyen, 2016. "What’s in a university logo? Building commitment in higher education," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 137-152, March.
    • Handle: RePEc:pal:jobman:v:23:y:2016:i:2:d:10.1057_bm.2016.1
    DOI: 10.1057/bm.2016.1
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/bm.2016.1
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/bm.2016.1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Ellis-Chadwick, Fiona & Doherty, Neil F., 2012. "Web advertising: The role of e-mail marketing," Journal of Business Research, Elsevier, vol. 65(6), pages 843-848.
    2. Ekinci, Yuksel & Sirakaya-Turk, Ercan & Preciado, Sandra, 2013. "Symbolic consumption of tourism destination brands," Journal of Business Research, Elsevier, vol. 66(6), pages 711-718.
    3. Brandi A. Watkins & William J. Gonzenbach, 2013. "Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 23(1), pages 15-33, June.
    4. Fullerton, Gordon, 2011. "Creating advocates: The roles of satisfaction, trust and commitment," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 92-100.
    5. Kressmann, Frank & Sirgy, M. Joseph & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee, Dong-Jin, 2006. "Direct and indirect effects of self-image congruence on brand loyalty," Journal of Business Research, Elsevier, vol. 59(9), pages 955-964, September.
    6. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    7. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. "A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 199-218, September.
    8. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 378-389, December.
    9. Syed Alwi, Sharifah Faridah & Kitchen, Philip J., 2014. "Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?," Journal of Business Research, Elsevier, vol. 67(11), pages 2324-2336.
    10. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    11. Giese, Joan L. & Malkewitz, Keven & Orth, Ulrich R. & Henderson, Pamela W., 2014. "Advancing the aesthetic middle principle: Trade-offs in design attractiveness and strength," Journal of Business Research, Elsevier, vol. 67(6), pages 1154-1161.
    12. Janiszewski, Chris & Meyvis, Tom, 2001. "Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 18-32, June.
    13. Izogo, Ernest Emeka, 2015. "Determinants of attitudinal loyalty in Nigerian telecom service sector: Does commitment play a mediating role?," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 107-117.
    14. Ahn, Taehong & Ekinci, Yuksel & Li, Gang, 2013. "Self-congruence, functional congruence, and destination choice," Journal of Business Research, Elsevier, vol. 66(6), pages 719-723.
    15. Hosany, Sameer & Martin, Drew, 2012. "Self-image congruence in consumer behavior," Journal of Business Research, Elsevier, vol. 65(5), pages 685-691.
    16. Park, C. Whan & Eisingerich, Andreas B. & Pol, Gratiana & Park, Jason Whan, 2013. "The role of brand logos in firm performance," Journal of Business Research, Elsevier, vol. 66(2), pages 180-187.
    17. Hemsley-Brown, Jane & Goonawardana, Shivonne, 2007. "Brand harmonization in the international higher education market," Journal of Business Research, Elsevier, vol. 60(9), pages 942-948, September.
    18. Sirgy, M. Joseph & Grewal, Dhruv & Mangleburg, Tamara, 2000. "Retail Environment, Self-Congruity, and Retail Patronage: An Integrative Model and a Research Agenda," Journal of Business Research, Elsevier, vol. 49(2), pages 127-138, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Japutra, Arnold & Molinillo, Sebastian & Wang, Shasha, 2018. "Aesthetic or self-expressiveness? Linking brand logo benefits, brand stereotypes and relationship quality," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 191-200.
    2. Mark Buschgens & Bernardo Figueiredo & Kaleel Rahman, 2020. "How brand owners construct imagined worlds with brand visual aesthetics," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 266-283, May.
    3. Tapas Ranjan Moharana & Debashree Roy & Garima Saxena, 2023. "Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 432-448, September.
    4. Ari-Matti Erjansola & Jukka Lipponen & Kimmo Vehkalahti & Hanna-Mari Aula & Anna-Maija Pirttilä-Backman, 2021. "From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 241-253, May.
    5. Shaun M. Powell, 2016. "Journal of Brand Management – Year end review 2016," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 601-611, November.
    6. Septianto, Felix & Paramita, Widya, 2021. "Cute brand logo enhances favorable brand attitude: The moderating role of hope," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kaufmann, Hans Ruediger & Petrovici, Dan Alex & Filho, Cid Gonçalves & Ayres, Adriano, 2016. "Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5735-5747.
    2. Fethi Klabi, 2020. "To what extent do conspicuous consumption and status consumption reinforce the effect of self-image congruence on emotional brand attachment? Evidence from the Kingdom of Saudi Arabia," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(2), pages 99-117, June.
    3. Gonzalez-Jimenez, Hector & Fastoso, Fernando & Fukukawa, Kyoko, 2019. "How independence and interdependence moderate the self-congruity effect on brand attitude: A study of east and west," Journal of Business Research, Elsevier, vol. 103(C), pages 293-300.
    4. Japutra, Arnold & Ekinci, Yuksel & Simkin, Lyndon, 2019. "Self-congruence, brand attachment and compulsive buying," Journal of Business Research, Elsevier, vol. 99(C), pages 456-463.
    5. Shamah, Rania A.M. & Mason, Michela C. & Moretti, Andrea & Raggiotto, Francesco, 2018. "Investigating the antecedents of African fast food customers' loyalty: A self-congruity perspective," Journal of Business Research, Elsevier, vol. 86(C), pages 446-456.
    6. Boisvert, Jean & Christodoulides, George & Sajid Khan, M., 2023. "Toward a better understanding of key determinants and consequences of masstige consumption," Journal of Business Research, Elsevier, vol. 161(C).
    7. Jacob, Isaac & Khanna, Monica & Rai, Krupa A., 2020. "Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption," Journal of Business Research, Elsevier, vol. 116(C), pages 597-607.
    8. Yuan, Ruizhi & Liu, Martin J. & Luo, Jun & Yen, Dorothy A., 2016. "Reciprocal transfer of brand identity and image associations arising from higher education brand extensions," Journal of Business Research, Elsevier, vol. 69(8), pages 3069-3076.
    9. Bettels, Jannick & Wiedmann, Klaus-Peter, 2019. "Brand logo symmetry and product design: The spillover effects on consumer inferences," Journal of Business Research, Elsevier, vol. 97(C), pages 1-9.
    10. Dai, Bo & Pelton, Lou E., 2018. "Exploring consumers’ skincare retail patronage," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 269-277.
    11. Pangarkar, Aniruddha & Patel, Jayesh & Kumar, Sampath K., 2023. "Drivers of eWOM engagement on social media for luxury consumers: Analysis, implications, and future research directions," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    12. Baumann, Chris & Hamin, Hamin & Chong, Amy, 2015. "The role of brand exposure and experience on brand recall—Product durables vis-à -vis FMCG," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 21-31.
    13. Balaji, M.S. & Roy, Sanjit Kumar & Sadeque, Saalem, 2016. "Antecedents and consequences of university brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 3023-3032.
    14. Zhang, Jing & Chen, Mingliang & Xie, Zhaohan & Zhuang, Jingyi, 2022. "Don't fall into exquisite poverty: The impact of mismatch between consumers and luxury brands on happiness," Journal of Business Research, Elsevier, vol. 151(C), pages 298-309.
    15. Song, Hanqun & Yang, Huijun & Ma, Emily, 2022. "Restaurants’ outdoor signs say more than you think: An enquiry from a linguistic landscape perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    16. Das, Gopal, 2014. "Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 561-569.
    17. Joana César Machado & Beatriz Fonseca & Carla Martins, 2021. "Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 152-170, March.
    18. Tae-Im Han & Dooyoung Choi, 2019. "Fashion Brand Love: Application of a Cognition–Affect–Conation Model," Social Sciences, MDPI, vol. 8(9), pages 1-14, September.
    19. Gonzalo Luna-Cortés & Luis Miguel López-Bonilla & Jesús Manuel López-Bonilla, 2019. "The influence of social value and self-congruity on interpersonal connections in virtual social networks by Gen-Y tourists," PLOS ONE, Public Library of Science, vol. 14(6), pages 1-17, June.
    20. Massicotte, Marie-Claude & Michon, Richard & Chebat, Jean-Charles & Joseph Sirgy, M. & Borges, Adilson, 2011. "Effects of mall atmosphere on mall evaluation: Teenage versus adult shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 74-80.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jobman:v:23:y:2016:i:2:d:10.1057_bm.2016.1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.