Brand logo attributes, brand distinctiveness and brand attitude: coffee franchise versus independent brands

Purpose This study aims to examine the antecedents and consequences of brand distinctiveness in the coffeehouse industry, focusing on the moderating role of consumer groups based on the type of business (i.e. franchises versus independent brands). Design/methodology/approach The proposed research model included nine hypotheses, and data were collected from 308 franchise coffeehouse brand customers and 303 independent coffeehouse brand customers through an online survey. The data were analyzed using structural equation modeling. Findings The effects of brand logo attributes on brand distinctiveness were partly supported in each data set. Brand distinctiveness positively affected brand attitude. The types of business moderated the effects of functional benefit on brand distinctiveness and the effect of aesthetic appeal on brand distinctiveness. Research limitations/implications Brand logo attributes play an important role in shaping brand distinctiveness. The findings also suggest that enhancing brand distinctiveness in the coffeehouse industry requires a tailored logo strategy based on the business type (franchise versus independent). Originality/value This study contributes theoretically by identifying the optimal items to measure logo attributes and empirically validating their effects. The moderating role of business type in the relationship between brand logo attributes and brand distinctiveness was also revealed for the first time.