Investigating Service Responsiveness in Customer Perception of the Corporate Logo

International Journal of Business and Management, Vol. 8, No. 11; 2013

13 Pages Posted: 2 Mar 2013 Last revised: 20 May 2013

See all articles by Anthonia Coker

Anthonia Coker

Pan-African Association

Jeremiah Iyamabo

IESE Business School

Olutayo Otubanjo

Pan-Atlantic University - Lagos Business School

Date Written: February 28, 2013

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.

Keywords: corporate logo, corporate identity, corporate visual identity, service responsiveness, service quality, activity theory

JEL Classification: M31

Suggested Citation

Coker, Anthonia and Iyamabo, Jeremiah and Otubanjo, Olutayo, Investigating Service Responsiveness in Customer Perception of the Corporate Logo (February 28, 2013). International Journal of Business and Management, Vol. 8, No. 11; 2013, Available at SSRN: https://ssrn.com/abstract=2226863 or http://dx.doi.org/10.2139/ssrn.2226863

Anthonia Coker

Pan-African Association ( email )

Nigeria

Jeremiah Iyamabo (Contact Author)

IESE Business School ( email )

Avenida Pearson 21
Barcelona, 08034
Spain

Olutayo Otubanjo

Pan-Atlantic University - Lagos Business School ( email )

Km 22 Lekki Epe Expressway
Ajah
Lagos, NIGERIA NGR
Nigeria

HOME PAGE: http://www.lbs.edu.ng/

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