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Title: Investigating brand identity on brand loyalty : lessons from HK Express Airways Limited
Authors: Ting, KH 
Lau, YY 
Dragomir, C
Surugiu, F
Issue Date: 2018
Publisher: Institute of Physics Publishing
Source: Journal of physics. Conference series, 2018, v. 1122, no. 1, 012037 How to cite?
Journal: Journal of physics. Conference series 
Abstract: This paper applies the integrated brand identity model to examine the brand loyalty of the only low-cost carrier company in Hong Kong, HK Express Airways Limited. The studied model has been statistically proven valid by complying to the quantitative research. The hypothesis of the model is applicable on LCC industry of Hong Kong. Brand identity does have moderate positive indirect effect on brand loyalty. Qualitative research was conducted to gather opinion and suggestion. It is concluded that the critical factors towards brand loyalty is brand identity and customer satisfaction. HK Express should improve to satisfy their customers if they want to acquire a high brand loyalty.
Description: 2018 Resort-International Conference on Sustainable Future and Technology Development, RESORT 2018, Bucharest, Romania, 15 October 2018
ISSN: 1742-6588
EISSN: 1742-6596
DOI: 10.1088/1742-6596/1122/1/012037
Rights: Content from this work may be used under the terms of the Creative Commons Attribution 3.0 licence ( Any further distribution of this work must maintain attribution to the author(s) and the title of the work, journal citation and DOI.
Published under licence by IOP Publishing Ltd
The following publication Ting, K. H., Lau, Y. Y., Dragomir, C., & Surugiu, F. (2018, November). Investigating brand identity on brand loyalty: Lessons from HK Express Airways Limited. In Journal of Physics: Conference Series (Vol. 1122, No. 1, p. 012037). IOP Publishing is available at
Appears in Collections:Conference Paper

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