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Primary quantitative research was chosen for this study as it allows for statistical and objective evidence to be presented and to accept or reject the stated hypotheses. The choice and rationale for the primary quantitative research is explored further in the methodology section. For this short introduction, quantitative research allows for specific information regarding the occurrences of customer loyalty and satisfaction, which can act as a precursor for further qualitative research later. Furthermore, the use of surveys allows the researcher to make specific and numerically succinct statements regarding the subjects at hand, from the customer’s perception. The research approach is deductive, meaning that it is theory testing rather than inductive, which is theory generating. In this manner the research proposes to accept or reject the hypothesis and establish the relationship between hotel brand identity-image and consumer loyalty-satisfaction.Branding is method of determining an organisation’s competitive position based on consumer perceptions, where the organisation’s position to competitors impacts consumer choices (Daffey and Abratt 2002). In corporations, branding has increased in recent importance, particularly in leisure and travel services, where increased attention has been placed on service branding in hotels, retail, and banking industries (Hatch and Schultz 2003). Research identified the need for branding as it pertains to the brand image and brand identity, which separates the brand based on the internal components of the industry or organisation as well as it is congruent with shared values and meanings identified by both the organisation and consumer perceptions (Hatch and Schultz 2003). Thus, the relationship between brand identity, brand image, and consumer perception for leisure services, such as hotels, has become imperative to describing the marketing needs of an organisation.


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