Abstract
Notwithstanding the vast scholarly contributions to the field of corporate identity and in extension, corporate visual identity, attempts to conceptualize the relationship between corporate logo-as an element of the corporate identity mix-and customer perception in a wholly service context, remains absent in the literature. This led the researchers to carry out a review of the existing literature in the areas of corporate identity and service quality with the aim of identifying a strong conceptual background for an emerging model defining this relationship. While the service quality literature revealed that “service responsiveness” is a critical variable for quality in service contexts, the corporate identity literature revealed five key models which formed the basis for choosing the constituting elements of the corporate logo construct. The emerging model was further scrutinized for theoretical soundness located on the principles of activity theory as its theoretical foundation. The model proposes that service responsiveness mediates the relationship between corporate logo and customer perception of the brand itself. Finally, the authors recommend that future research could also explore empirical validation of the conceptual model as a requirement for providing strategic direction to corporate organizations.
Highlights
The primacy of the concept of logo has attracted the attention of academic scholars and practitioners for some time
In spite of the interest in this subject, very limited work has been done to examine the relationship between the concept of corporate logo and other aspects of marketing, especially customer perception and how service quality mediates this relationship
It will be important to know if customers are more concerned about the service quality of the bank more than its corporate logo, and to examine the relationship that exists among these three variables
Summary
The primacy of the concept of logo has attracted the attention of academic scholars and practitioners for some time This is evident in the increase in the number of papers contributing to this discipline especially in the last two decades (Boulding, 1956; Harris, 1958; French, 1981; Anspach, 1983; Hamilton, 1983; Kotler, 1983; Bernstein, 1984; Chajet, 1984; Couretas, 1984; Keller, 1985; Dielenbach, 1986; Gray, 1986; Yarmeil, 1986; Schechter, 1995; Aaker, 1996; Stuart, 1997; van Rekom, 1997; Hendersen & Cote, 1998; Brachel, 1999; van Riel & van den Ban, 2001; de Chernatony, 2002; van den Bosch, 2006). In spite of the interest in this subject, very limited work has been done to examine the relationship between the concept of corporate logo and other aspects of marketing, especially customer perception and how service quality (service responsiveness) mediates this relationship Such an understanding would contribute to deepening the depth of literature as it leaves the periphery of the concept of service quality and borders on the constituent issue of ‘service responsiveness’ (see Berry, Zeithaml & Parasuraman, 1985; Avkiran, 1994; Johnston, 1995)
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