| dc.description.abstract | This dissertation focuses on investigating the significance of four dimension –
name, typeface, shape, and color related to an organization logo and how it
subsequently contributes to the favorability of organization image and organization
reputation. In particular, the study is carried out within higher education setting of IU
School of Business, the oldest, largest, and top-quality research institution of
International University.
The research begins with an overview on relevant literature on organization
logo, thus provides an insight into the thesis topic and clarifies numerous important
aspects within the subject. A quantitative and qualitative mixed method is conducted to
illustrate the perception of students of IU School of Business and their parents, the
antecedents and consequences of an organization logo. The collected data will
subsequently analyzed through analytical software SPSS and SPSS AMOS.
The overarching goal of this study is to fill a gap in marketing field related to
the effect of a logo on the evaluation of consumers. The findings from the IU School of
Business students and their parents' viewpoints in the higher education setting, suggest
that there are four measures that got an impact on the favorability of a logo, including
name, typeface, shape and color. The analyzed data also indicates the importance of a
logo in enhancing the organization image as well as the organization reputation. | en_US |
