The secondary literature review will be conducted to establish the variables and factors that develop the above hypothesis. In this, the research has chosen to utilise mainly scholarly journal databases, including Sage Journals Online, EbscoHost, and Thomspon-Gale. Each of these databases is peer-reviewed and scholarly, as well as international, which allows for a holistic focus on the issues of consumer loyalty from a global viewpoint. The point that each of these journal databases is international is important as this research focuses on the hotel industry as a whole, not on the hotel industry in any particular nation. The research was conducted using the Boolean search terms of ‘brand identity’ and ‘consumer loyalty;’ ‘brand identity’ and ‘consumer satisfaction’; ‘brand image’ and ‘consumer satisfaction’; ‘brand image’ and ‘consumer loyalty’; ‘consumer satisfaction’ and ‘consumer loyalty’; ‘brand identity’ and ‘brand image.’ Results were then sifted through based on date and current relevance to organisational branding, hotel branding, or market branding. This was important to do as some research findings were not related to the actual research, some findings that were unrelated and had to be removed included gender bias, cow procreation, and other unrelated terms. Future secondary literature review research will focus on stronger Boolean search terms to remove unwanted topics and prevent unnecessary time extensions. The secondary literature review is utilised to establish the questions in the quantitative survey as well as to establish relationships between each hypotheses statement.