The impact of brand logo identification and brand logo benefit on Indonesian consumers’ relationship quality
Asia-Pacific Journal of Business Administration
ISSN: 1757-4323
Article publication date: 7 September 2015
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.
Keywords
Citation
Japutra, A., Keni, K. and Nguyen, B. (2015), "The impact of brand logo identification and brand logo benefit on Indonesian consumers’ relationship quality", Asia-Pacific Journal of Business Administration, Vol. 7 No. 3, pp. 237-252. https://doi.org/10.1108/APJBA-10-2014-0124
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited