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

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  • 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
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    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).

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