Psychological Effect of Brand Image and Brand Reputation on Sustainable Firm Performance in Indonesian Logistic Companies

Abstract- This study examined the relationship between brand image, brand reputation, brand goodwill and sustainable
firm performance (FP). The purpose of this study is to examine the psychological effect of brand image and brand
reputation on sustainable FP of Indonesian logistic companies. This purpose was achieved by using primary data which
was collected with the help of questionnaire. A survey was carried out among the Indonesian logistic companies with the
help of questionnaires. 500 questionnaires were distributed, and 270 valid responses were used for data analysis. Smart
PLS was used for data analysis. Results of the study highlighted that brand image and brand reputation has significant
psychological effect on sustainable FP of logistic companies. Any change in the brand image and brand reputation has
significant psychological effect which has contribution to decrease or increase the sustainable FP. Moreover, goodwill also
has important role in sustainable FP. Both brand image and brand reputation effect on brand goodwill and finally, brand
goodwill influences the sustainable FP.