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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 | Source: | Journal of physics. Conference series, 2018, v. 1122, no. 1, 012037 | 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. | Publisher: | Institute of Physics Publishing | Journal: | Journal of physics. Conference series | ISSN: | 1742-6588 | EISSN: | 1742-6596 | DOI: | 10.1088/1742-6596/1122/1/012037 | Description: | 2018 Resort-International Conference on Sustainable Future and Technology Development, RESORT 2018, Bucharest, Romania, 15 October 2018 | Rights: | Content from this work may be used under the terms of the Creative Commons Attribution 3.0 licence (https://creativecommons.org/licenses/by/3.0/). 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 https://doi.org/10.1088/1742-6596/1122/1/012037 |
Appears in Collections: | Conference Paper |
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