The capacity of the halal brand logo to fortify the brand commitment of Muslim travellers

Abstract

Purpose The diverse impacts of brand logos on customer behaviour have garnered significant attention from scholars. However, the specific influences of halal brand logos remain mostly unexplored. This study aims to investigate the impact of halal brand logos on brand love, trust, self-brand connection and commitment. Design/methodology/approach This study used a survey to choose a sample of Indonesian Muslim customers who consumed halal brand foods, as indicated by the presence of the halal logo, throughout their travels in the years 2022–2023. The study was conducted using proportional random sampling among Muslim travellers in six provinces: Central Java, Yogyakarta, West Java, Jakarta, Banten and East Java. A total of 464 respondents participated in the poll. The analysis data used both confirmatory factor analysis and structural equation modelling. Findings The findings demonstrated a strong and statistically significant impact of the halal brand logo on both brand love and brand trust. Likewise, brand love and brand trust have a strong and meaningful impact on the emotional connection with the brand. Ultimately, emotional attachment and personal identification with a brand have a strong and meaningful impact on the level of commitment towards that brand. However, the level of trust in a brand does not have a major beneficial effect on brand commitment. Practical implications Clarifying the theory of customer–brand relationships, the results of this study suggest that halal food producers should pursue halal certification to succeed in their business, as the halal brand logo has a crucial effect on customers’ brand commitment. Halal food providers should immediately adopt the halal logo or certification to enhance customer brand love, trust, self-brand connection and commitment. Originality/value This study gives new insight to explain the effect of the halal brand logo on Muslim customer behaviour based on customer–brand relationships and thus contributes to the marketing literature.