Investigating brand identity on brand loyalty: Lessons from HK Express Airways Limited

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.