Citation

Kong, Wei Cheng (2025) Exploring the influence of brand identity on customer perception and loyalty in the hospitality industry. Masters thesis, Multimedia University.

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Abstract

The Impact of Brand Identity on Customer Perception and Loyalty Intentions in the Hospitality Industry. This study examines and analyses essential elements of brand identity, including logo design, core values, consistency in marketing messages, and overall brand perception among customers. It also explores the relationship between brand identity and customer loyalty, focusing on the importance of authenticity and empathy with consumer values in fostering lasting relationships. The authors employed a qualitative research approach, gathering data through semi-structured interviews with industry experts, leading to rich insights via thematic analysis. From this research, several key themes emerged: the authenticity and genuine alignment of a brand with customer values, the consistency of messaging over time, and the emotional bond customers feel when they resonate with a brand's core truths. The findings suggest that businesses with strong alignment to these values can foster significant loyalty. Based on these insights, the study proposes practical strategies that hospitality businesses could adopt to build a more cohesive brand identity and improve customer perception and loyalty. These strategies focus on the best practices in branding, marketing, and customer engagement.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: HF5415.32 .K66 2025
Uncontrolled Keywords:	Brand loyalty
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM) > MBA Programme
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	22 May 2025 08:47
Last Modified:	22 May 2025 08:47
URII:	http://shdl.mmu.edu.my/id/eprint/13812

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