The impact of brand logo identification and brand logo benefit on Indonesian consumers’ relationship quality

Abstract

Purpose – The purpose of this paper is to examine the relationships between brand logo identification and brand logo benefit on Indonesian consumers’ relationship quality. Design/methodology/approach – This study utilizes survey data in Indonesia and structural equation modeling. In total, 282 participants responded to the survey. Findings – Brand logo benefit predicts all three relationship quality constructs, whereas brand logo identification only predicts satisfaction and trust. Out of the two, brand logo benefit is a better predictor of satisfaction, trust, and commitment. Originality/value – This is a first empirical study to examine brand logo identification and brand logo benefit on Indonesian consumer’s relationship quality. In addition, this is the first study to investigate the link between brand logo benefit with satisfaction and trust.