INFLUENCE OF BRAND IDENTITY ON CUSTOMER LOYALTY IN SELECTED FAST-FOOD RESTAURANTS IN NAIROBI COUNTY, KENYA

Purpose of the Study: The purpose of this study was to determine the relationship between brand identity and customer loyalty in selected fast-food restaurants in Nairobi County, Kenya. Methodology: A pragmatist convergent parallel mixed-methods design was used. Five Nairobi sub-counties formed study clusters, with twelve franchised or chained fast-food restaurants randomly selected from each cluster. Data comprised 387 usable customer questionnaires and 31 supervisor interviews. Quantitative data were analysed using descriptive statistics, Pearson correlation and regression, while interviews were analysed thematically and triangulated with survey findings. Findings: Brand identity recorded an overall mean of 3.71 (SD = 1.141). Brand uniqueness (M = 4.06), distinctiveness (M = 3.96) and trust in consistent quality (M = 3.92) were strongest, while emotional brand connection was weakest (M = 3.15). Brand identity was positively associated with customer loyalty (r = 0.617, p < 0.001) and remained significant in regression (B = 0.275, β = 0.268, t = 7.184, p < 0.001); H₀₄ was rejected. Supervisor interviews highlighted brand trust and promise delivery, halal certification credibility, social-media reputation and loyalty recognition as mechanisms supporting customer commitment. Conclusion: Brand identity has a statistically significant positive correlation with customer loyalty. The level of trust, reputation, distinctiveness, and uniqueness is relatively high, while the depth of emotional connection is less developed. When actual restaurant experiences consistently verify the brand promise, brand credibility is enhanced. Recommendation: Fast-food operators should align brand promises with actual experience, strengthen emotional brand connection, communicate credible halal certification where relevant, and actively manage social-media reputation to protect trust and customer commitment. Keywords: Brand Identity, Customer Loyalty, Brand Trust, Fast-Food Restaurants, Nairobi County, Kenya