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.

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