CHRIST CHURCH BUSINESS SCHOOL

MSc International Business Suite

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 Title

"Investigating the impact of brand image on customer purchase

decision of Four Seasons Guesthouse."
Table of Contents
1.0 Introduction................................................................................................................................4

1.1 Background of the Study.......................................................................................................4

1.2 Rationale of the study............................................................................................................4

1.3 Aim and Objectives...............................................................................................................5

1.4 Research questions.................................................................................................................5

2.0 Literature Review......................................................................................................................6

3.0 Methodology............................................................................................................................11

3.1. Design.................................................................................................................................11

3.2 Data Collection....................................................................................................................12

3.3. Data Analysis......................................................................................................................13

3.4 Feasibility............................................................................................................................13

3.5. Timetables...........................................................................................................................14

3.6 Research ethics....................................................................................................................14

4.0 Personal Reflection..................................................................................................................15

5.0 Bibliography............................................................................................................................17

Appendix........................................................................................................................................20
1.0 Introduction
1.1 Background of the Study
The global business environment is very much challenges and competitive where brand image is
a concerning issue to the organisations. The hospitality industry in the UK is contributed
significantly in the GDP. According to Statista (2022), hospitality industry was generated
£131.5bn in 2021 in the UK which was 3% of the total UK GDP. Brand image is considered a
vital aspect in the hospitality industry of the UK. Ali et al (2021) claimed that customers are very
much concern about the brand image when they are taking decision about hospitality service
from a particular organisation. In the UK, there are thousands of hotels operating which is
creating very competition to attract customers. In this context, the brand image of Four Seasons
Guesthouse is very much important issue to the company. Arslan (2019) asserted that consumer
behaviour to the hospitality service has been changed over the years and customers are very
much attentive for the services they are paying. Berthon (2019) agreed that customers are
consider the brand image of the hospitality service providers when making decision about taking
the service. Cheng and Shuang (2018) argued that customers are giving concern to the brand
image because it is given them comfort about the price and quality of services. Therefore, brand
image is very much important to the Four Seasons Guesthouse since it is operating in the
hospitality industry of United Kingdom. Henceforth, this study researcher is tried to investigate
the whether there is influence of brand image towards the buying decision of customers in the
context of Four Seasons Guesthouse.

1.2 Rationale of the study

The UK's competitive hospitality industry relies on brand image to help customers recognise and
become familiar with specific products. When customers are making purchasing decisions, they
are often relied on their first impressions of a brand's image of the organisation. According to
Ramadani and Hisrich (2020), brand image is allowed customers for recalling previous
experiences and influences their purchase behaviour and decision. In the current competitive
modern marketing, brand image is an important business strategy because it is created customer
value and is provided a competitive advantage by establishing an emotional connection between
customers and brand (Shuib et al, 2020). Brand image is a key component of brand equity which
is affected buying behaviour and perceived risk through brand familiarity. Waluya et al (2019)
highlighted that brand image is important to firms because it is influenced the feeling and
perception of customers towards making purchase decision. This study aims to reveal how the
purchase decision of customers is influenced by the brand image of Four Seasons Guesthouse.
1.3 Aim and Objectives
Aim: The aim is to investigate the effect of brand image on customer purchase decision of Four
Seasons Guesthouse.
Objectives
The study has the following objectives:
 To identify the factors of brand image of Four Seasons Guesthouse.
 To role of brand image of Four Seasons Guesthouse to influence customer decision
making.
 To determine the factors that influence customer purchase decision.
 To examine the positive relationship between brand image and customer purchase
decision of Four Seasons Guesthouse
1.4 Research questions
 What are the factors of brand image affect in purchase decision of customers?
 Why brand image is important for customer purchase decision of Four Seasons
Guesthouse?
 What is the relationship between brand image and purchase decision of customer of Four
Seasons Guesthouse?
2.0 Literature Review

2.1. Concept of brand image

According to Rachmawati et al (2019), brand image refers to the collection of thoughts, beliefs,
perceptions, and ideas that a customer has about an object. Mbete and Tanamal (2020) defines
brand image as the tangible characteristic of a brand that customers can be sensed which is
supported by outlining the features of the products or services. As noted by Rosanti and Salam
(2021), brand image is encompassed the reactions of customers towards the brand name, symbol,
characteristics, price or quality. Jasmani and Sunarsi (2020) argued that brand image is
represented the value in either positive or negative ways which is associated with a brand symbol
or name or it can be either increase or decrease the value and worth or organisation in terms of
the products or services provided to the customers. The UK hospitality industry has been facing
a significant experience of raising the competition in recent years. Consequently, customers have
become increasingly focused on brand image, making it a crucial factor in their purchase
decision-making process. Therefore, Four Seasons Guesthouse brand image is a considerable
issue for the firm because it can be significantly impactful on the customer purchasing decision.

2.2. Importance of brand image

In the current competitive market situation, companies are giving high important to build brand
image for long-term sustainable growth. it is found that a brand's image is a wider aspect with
the emotional and logical correlation that ensures higher success in any business sector. Waluya
et al. (2019) emphasised that the customers' perspectives about the brand are among the desire,
passion, and emotional aspects of the brand image. Jasmani & Sunarsi. (2020) explored the
concept of a brand image which centers on the perspective and overall impression customers
develop for a particular brand. According to a study by Arslan (2019), a brand's perception
significantly influences customers' purchase decisions. Also, the brand image represents
customers' perceptions, emotions and connection with a specific brand they desire to obtain and
are keen on sticking to it for an extended time. It gives the organisation a solid brand image and
helps them attain a competitive edge in the hospitality business by setting it apart from its
competitors. In their study, Ramadani & Hisrich (2020) examined how brand image affects
consumer loyalty and perception can significantly impact the hospitality industry. This situation
can be crucial and create a strong brand image that significantly impacts customer loyalty and
efficiently attaining organisational goals. A favourable brand image can increase customers' trust
and confidence in the company, resulting in more sales and revenue growth. This concept is
supported by the research of Cheng & Shuang (2018), which showed that having a positive
brand image can positively influence the consumer's intention toward buying a specific product.
Also, the findings of Bodea and Hegner (2020) suggest that brand image is heavily linked to
providing service quality. The more effective and efficient services provide for the customer in
the hospitality sector, the more valuable customer response they will receive in the market.

2.3. Models of brand image

According to Hermiyenti and Wardi (2019), in the brand image value model, David Aaker has
outlined the key dimensions that are necessary to establish a strong brand image towards the
potential customers. Aaker has identified five dimensions of brand building including brand
loyalty, perceived quality, brand awareness, brand association, and proprietary (Arslan, 2019).
Brand image is shaped customers perceptions that are connected with these dimensions of brand
building that are significantly influenced during the decision-making process, as noted by Arthar
(2020). Bodea and Hegner (2020) argued that Aaker's model is helped marketers to build good
brand image that can be prevented potential customers from switching to other brands. However,
Andrianto and Aliffianto (2020) claimed that the Aaker model is not included all the essential
brand building components and it is not fully effective for understanding customer mindsets
towards hospitality industry. Although there is some criticism, this model has been
recommended for Four Seasons Guesthouse to enhance brand trust and improve loyalty of
customers which can ultimately improve brand image.

Figure 2: Aaker brand image model (Elliott et al, 2018)

2.4. Concept of consumer purchase decision

The consumer decision-making process is indicated how a consumer makes the choice for
buying or not buying decision of a product or service. According to Ali et al (2021), a consumer
is generally using five stages of buying process such as problem recognition, information search,
and evaluation of alternatives, purchase, and post-purchase evaluation. In the first phase, the
customer identified or determined their problem or needs and seeks to fulfill them. The second
stage involves the consumers is searched for information about the product or service they
desire.

Athar (2020) noted the significance of this stage for organizations like Four Seasons
Guesthouse, as brand image plays a crucial role in influencing customer purchase decision.
Nowadays, customers are conducting information search in different methods to gather
information about the best hospitality service providers. In the third stage, the customer assesses
the information they have gathered from various sources. After evaluating the information, the
customer makes a purchase decision in the fourth stage. Finally, in the last stage, the consumer
engages in post-purchase behavior and assesses the extent to which the purchase met their needs
and satisfied them (Berthon, 2019). It is to be noted that when customers are satisfied about the
service from the Four Seasons Guesthouse, they will share this experience in different platforms
e.g. social media, word-of-mouth which is also impactful to build good brand image of the
company.

Figure 4: Purchase decision making process (Researchgate.com)

2.5. Factors of brand image towards buying decision of customers

Consumer purchasing decisions are significantly affected by various initiatives and creating
brand image. Bodea and Hegner (2020) expressed the factors such as brand association, public
relations, brand awareness, loyalty programme etc. are influenced in building brand image.
According to Arslan (2019), these are among the most common factors that impact brand image.
Perceived quality is obtained through differentiation and product innovation and it is a dominant
factor that is positively influenced customers purchasing decisions (Cheng and Shuang, 2018).
Moreover, Four Seasons Guesthouse can be used various brand awareness programs such as
advertising, sales offer, direct communication with target customers etc. to make their target
customers aware of their services which is very much effective for motivating customers to
purchase their service. Hermiyenti and Wardi (2019) noted that brand associations are directly
impacted on customer purchasing behavior of customers. Companies can build positive
associations by confirming that customers are making repeat purchases. Companies are offering
different brand loyalty programme such as sales rewards, discounts, and other incentives that can
be created interest among customer purchase decision (Jasmani and Sunsari, 2020). Lahap et al
(2016) noted that public relations have potential influence on consumer purchasing decisions
which can enhance customer satisfaction and increase their loyalty to the brand. Therefore, these
factors of brand image have significantly impacted on the purchase decision making.

2.6. Connection between brand image and buying decision of customers

According to Mbete and Tanamal (2020), a positive connection is existed between consumer
purchasing decisions and a strong brand image. This means that when there is favourable brand
image to the potential target customers, they are recalled the brand when making purchase
decision. Kim and Campbell (2020) found that 69% of customers are considered brand image
before making purchases for their hospitality service. When a brand is engaged to build its
image, customers become loyal to it and customers often recommend the brand’s services when
they are satisfied of the services (Shuib et al, 2020).

Hospitality companies like Four Seasons Guesthouse has benefited from its brand image that was
built through various methods such as including marketing communication, word-of-mouth,
customer experience, and others (Waluya et al, 2019). These sources have played a significant
role in positively influencing consumer purchasing decisions. Additionally, developing brand
image through social media activities has had a powerful impact on consumer purchase decision
making. Rachmawati et al (2019) further argued that consumers personal opinion and views are
linked to the development of a brand image and it is also impacted on purchasing behaviour
because it is included perceptions of a brand's shortcomings, capabilities, appearance, and
characteristics, capabilities. Therefore, the purchasing decisions of consumers are correlated with
the brand image of hospitality companies such as Four Seasons Guesthouse where a strong brand
image can positively influence customer decision-making.

2.7. Impact of brand image on buying decision of customers

Shuib et al. (2020) explored the brand image and customer purchase intention in the hotel
industry emphasising the moderate impact of price fairness. The brand image and pricing of the
product and services must be considered when analysing customer purchasing decisions in the
hospitality industry. It also highlights the importance of price fairness in the relationship between
brand image and customers' purchase decisions (Hermiyenti & Wardi, 2019). Kim and Campbell
(2020) argued that consider pricing strategies that incorporate customers' perceptions of the
reasonable price and what is not in the business to capitalise on its positive brand image. It can
be carried through a unique and well-defined brand image to help the business stand out from the
competition and attract customers with the same values (Elliott et al, 2018). Brand image can
effectively differentiate the company from its competitors and make it more successful. The
research conducted by Arslan (2019) highlights the role of service quality in customer purchase
decisions. In addition to brand image, the service quality and customers are based on
responsiveness, reliability, assurance, empathy, and standard. The importance of service quality
in determining customer purchase decisions is evident for the betterment of the business to attain
the organisational goals and objectives (Lahap et al., 2016).

Brand image is essential in how people view a brand and can immediately impact their
willingness to buy any product and service of the particular brand in the business market.
According to Bodea and Hegner (2020), brand recognition can positively affect brand image,
trust, and loyalty. By executing successful brand recognition strategies like targeted marketing
operations and engaging customer experiences more effective and efficient way for successful
implication toward the brand image of the organization (Bodea and Hegner, 2020). Four Seasons
Guesthouse can increase brand recognition and positively affect customer purchase decisions if
they can follow the effective pattern with target right people and right area for enhancing their
business in the market.

3.0 Methodology
Research methodology refers to a discipline that is encompassed specific and structured
procedures for the collection, processing, and analysing pertinent data in relation to a particular
research phenomenon (Saunders et al, 2009). It is serving as a crucial component in a study
because it is providing guidance for conducting research in a systematic manner so that
researcher can obtain solutions to research inquiries and fulfill research objectives.

3.1. Design
This study will use the positivist paradigm to examine how Four Seasons Guesthouse's brand
image influences on customer purchasing choices. The positivist paradigm makes the
supposition that reality is measurable and objective (Bryman and Bell, 2015). In addition, it
presumes that the study process should be unbiased and accurate. Positivist is effective in
research when a study is objective-centered but Interpretivists is subjective centered (Gray,
2016). The positivist paradigm is a research method that operates on the premise that everything
in the world can be observed, measured, and authenticated. Positivism is emphasised the
significance of employing objective judgments instead of scientific approaches when analysing
data (Thomas, 2013). The positivist paradigm is crucial for researchers because it enables them
to draw trustworthy and accurate conclusions from their data. Interpretivists are focused on
developing theory whereas positivist is focused on testing the hypothesis or research questions of
an existing theory to reach into conclusive outcome (Hair et al, 2019). This study aim objective
centered because it is tried to find out the influence of Four Seasons Guesthouse brand image
impacts on its customer purchase decision.

The study will take a quantitative method because it is relied on the use of scientific methods and
factual evidence to gain an understanding of the research phenomenon (McMillan and Weyers,
2011). In contrast, qualitative is not suitable for this study because it is unstructured and
depending on the non-statistical data to interpret a phenomenon (Hennink et al, 2020). In
addition, quantitative method is connected to the positivist paradigm so that it is fit for this study
and can be beneficial when studying the influence of Four Seasons Guesthouse's brand image on
customers' purchasing decisions. Through quantitative techniques such as surveys, interviews,
and observations, the researchers can gain an in-depth knowledge of customer understanding of
the brand, the factors that shape their purchasing decisions, and the general effect of brand image
on purchase decisions (Thomas, 2013). This research that seeks to understand the impact of
brand image on customers' purchase decisions for the Four Seasons Guesthouse needs to
incorporate quantitative approaches. Quantitative techniques make it possible to gather
numerical data that can be used to measure the influence of brand image on consumer purchasing
decisions.

3.2 Data Collection

According to Hair et al (2019), population refers to the set of elements, events, items, or groups
that are somehow relevant to the research phenomenon. Gray (2016) note that it timely and
costly issue using population in research and making it more appropriate for large-scale studies.
For the purposes of this research, a sample will be used for data collection for small-scale studies
(Bryman and Bell, 2015). As this is an academic research project, convenient random sampling
will be employed for data collection. Hennink et al (2020) stated that convenient random
sampling is involved selecting samples from particular group of the population that are closely
connected or can be affected directly by the research issue. The sample size for this study will be
40. The sample will be collected from the customers of Four Seasons Guesthouse because it will
help to understand how customers purchase decision is affected by the brand image of the
company.

The process of gathering relevant information for a research work is known as data collection
which is involved two categories such as primary and secondary sources (Thomas, 2013).
Primary data collection is entailed actively seeking for new information from the valid sources
whereas secondary data collection is involved gathering information that has already been
collected or published. In this study, the primary data will be used because it is allowed the
researcher to collect essential data for the research questions to match the specific research
objectives and it is also guaranteed the accuracy of the data collected.

To collect data in this study, a questionnaire survey instrument will be applied for data
collection. The questionnaire will be a close-ended so that respondents can able to answer within
predetermined options using the Likert scale technique. This will help the researcher to collect
relevant data related to the research objectives and questions and remove or eliminate irrelevant
information.

3.3. Data Analysis

The primary data collected from the survey questionnaire will be analysed using MS Excel. This
statistical will be used because it is displayed the analysed data into graph, bar charts form so
that the result of the questionnaire can be easily understood. For the interpretation of the
analysed data, descriptive statistics will be used in this study. McMIllan and Weyers (2011)
expressed that descriptive statistics is effective in research because it is not controlling the
variables and interpret the outcomes of the research.

3.4 Feasibility
The context of the study is Four Seasons Guesthouse and the focal area is brand image and
research background are customer purchase decision. This is related the customers and brand
image of Four Seasons Guesthouse. Therefore, the study will collect primary data from the
customers of the company. This will help the researcher to find out what extent brand image of
Four Seasons Guesthouse is affected customers purchase decision. Moreover, the questionnaire
will be used simple and give opportunity to the participants to response within the given options.
Therefore, the participants can quickly response the questionnaire and answer within the specific
option will eliminate the chances of non-essential data collection. Consequently, the collected
data will be relevant to investigate the research phenomenon accurately.
3.5. Timetables
For maintaining the time for this research, a Gantt chart will be used so that it can calculate the
estimated timeframe properly and serially to attain the desired outcome for this research study

For the Gantt chart, it will be nine weeks of research to understand the effect of the brand image
on customer purchasing behaviour with the study of the Four Seasons Guesthouse.

Week No 1 2 3 4 5 6 7 8
Develop aim, questions and objectives
Formulate the literature review
Develop methodology
Design of primary data collection methods
Data Collection
Data Analysis, findings
Formulate draft research paper
Final Review & Submission

3.6 Research ethics

Ethics in research is a vital concern to the researcher and throughout the study it will be followed
properly (Gray, 2016). In order to ensure ethical standard in this study, the researcher will ensure
the validity and reliability of the research outcomes. To obtain effective results in an acceptance
level accordance, the researcher will be taken written consent from the survey respondents
before collecting data. The researcher will also follow the ethical guidelines by avoiding any
form of child abuse or vulnerable group during the data collection process and will not show any
discrimination. To mitigate potential risk in sample selection, the researcher will employ a
convenient random sampling so that fairness can be maintained in data collection.

The maintenance of data accuracy will be given high preference in order to uphold the validity
and acceptance of the research outcomes. It is important to note that the researcher will not
manipulate or adjust the data to suit the research objectives. Additionally, the research will
guarantee the privacy regulations outlined by the GDPR so that the confidentiality and security
of the research participants' information can be protected.

The researcher will follow the ethical framework provided by CCCU to assess the ethical
considerations of the study. It is important to note that the information given by the respondents
will only be used for research purposes and it will not be used for sale of share to third party.
Furthermore, the researcher will not impose any pressure on the respondents respecting their
anonymous participation within the research context. Moreover, the study will fully provide or
cite the credit of the authors whom published or research data will be used. Proper citation will
be given in-text of the research body and the full source of the information will be properly
provided in the reference list.

4.0 Personal Reflection

I have prepared this reflection considering the reflection framework proposed by Gibbs. This
research work has contributed significantly in my learning process because I had no previous
experience to conduct such an in-depth research work. While I worked in this project, I learned
the right process of selecting a research topic. It is very important because if the research does
not select properly, the expected outcome cannot be obtained from the study. I also gained
experience about the research contribution of many authors when performed literature review.
The most important part I learned from my experience is determining the methodology for a
research project. I made deep research to determine the right methodology selection for my
research topic so that the aim and objective can be obtained and the answers I was searching for
this study questions. I have felt very much confident because of my contribution in this research
project.

While I worked in the project, I understood some qualities that every research must have. I
understood that curiosity is a fundamental quality of a good researcher. This quality was
contributed me to select my research topic because I was interested to understand is there any
significance of brand image to select hospitality service from particular hotels. Another
important quality I found was analysis ability. This quality was effectively applied in my
literature review section because I researched many published documents from different journals
and online sources and picked the core contents in my literature review section. Moreover, there
are some important roles and responsibility I understood when conducting this project. A core
role and responsibility of researcher is following ethical consideration when conduct a research
work. I carefully read the ethics standards of the CCCU before starting the research work and I
tried to follow the ethical standards throughout the research. Another important role and
responsibility is prepared the research paper that can be easily understood by the readers.
Therefore, I tried to use simple structure for this study so that readers can be easily understood
the outcome of this study.

However, I also faced some limitations when doing this study. The lack of available authentic
data was a key challenge for me. There were many data and information but determine and use
the most appropriate data for this study was very challenging for me. Another challenge is
accessibility to the database of Four Seasons Guesthouse. Every company has own data privacy
policy. Therefore, the authority of the company did not provide all of my queries because of their
data protection policy. Overall, despite some challenges, I am expected that the outcome of this
study will be helpful for the management of Four Seasons Guesthouse and the future researchers
in this context.
5.0 Bibliography
Ali, H., Zainal, V. R., & Ilhamalimy, R. R. (2021). Determination of Purchase Decisions and
Customer Satisfaction: Analysis of Brand Image and Service Quality (Review Literature
of Marketing Management). Dinasti International Journal of Digital Business
Management, 3(1), 141-153.

Andrianto, N., & Aliffianto, A. Y. (2020). Brand image is among the purchase decision
determinants. Jurnal Studi Komunikasi, 4(3), 700-715.

Arslan, M. (2019) Impact of brand image and service quality on consumer purchase intention.
Research on Humanities and Social Sciences, 22(4), 98-105

Athar, H. S. (2020). The Effect of Brand Image, Price, and Promotion on The Decision to Stay at
Cadaka Hotel-Central Java. Jurnal Media Bina Ilmiah, 14(12).

Berthon, D. (2019) Brand Management in Small to Medium-Sized Enterprises. Journal of Small

Business Management, 46(1), 27-45

Bodea, C. N., & Hegner, S. M. (2020). The Impact of Brand Awareness on Brand Image, Brand
Trust, and Brand Loyalty: An Empirical Study in a B2C Service Context. Journal of
Brand Management, 27(1), 19-35.

Bryman, A. and Bell, E. (2015) Business Research Methods, 4th edition. Oxford: Oxford
University Press

Cheng, L. & Shuang, C. (2018) The importance of brand image on consumer purchase attitude: a
case study of e-commerce in Taiwan. Studies in Business and Economics, 13(3), pp. 91-
104

Elliott, R., Percy, L. and Pervan, L. (2018) Strategic brand management. 4th edition. Oxford:
Oxford University Press.

Gray, DE (2016), Doing Research in the Real World, 4th edition. London: Sage

Hair Jr, J. F., Page, M., & Brunsveld, N. (2019). Essentials of business research methods.
London: Routledge

Hennink, M., Hutter, I., & Bailey, A. (2020). Qualitative research methods. London: SAGE
Publications Limited

Hermiyenti, S., & Wardi, Y. (2019). A literature review on the influence of promotion, price, and
brand image to purchase decisions. In 2nd Padang International Conference on
 Education, Economics, Business, and Accounting (PICEEBA) (pp. 254-261). Atlantis
Press.

Jasmani, J., & Sunarsi, D. (2020). The influence of product mix, promotion mix, and brand
image on consumer purchasing decisions of sari roti products in South Tangerang.
PINISI Discretion Review, 3(2), 165-174.

Kim, J. & Campbell, W. K. (2020) Brand awe: A key concept for understanding consumer
response to luxury and premium brands. The Journal of Social Psychology, 20(1), 1-16.

Lahap, J., Ramli, N. S., Said, N. M., Radzi, S. M., & Zain, R. A. (2016). A study of the
Malaysian hotel industry's brand image towards customer satisfaction. Procedia-Social
and Behavioral Sciences, 224, 149-157.

Mbete, G. S., & Tanamal, R. (2020). Effect of Easiness, Service Quality, Price, Trust of Quality
of Information, and Brand Image of Consumer Purchase Decision on Shopee Online
Purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100.

McMillan, K. and Weyers, J. (2011) How to write Dissertations and Project Reports, 2nd
edition. Harlow: Pearson

Rachmawati, D., Shukri, S., Azam, S., & Khatibi, A. (2019). Factors influencing customers'
purchase decision of residential property in Selangor, Malaysia. Management Science
Letters, 9(9), 1341-1348.

Ramadani, V., & Hisrich, R. D. (2020). The effect of brand image on customer satisfaction and
loyalty in the hospitality industry. Journal of Business Research, 112, 528-538. doi:
10.1016/j.jbusres.2020.03.004

Rosanti, N., & Salam, K. N. (2021). The Effects of Brand Image and Product Quality on
Purchase Decisions. Quantitative Economics and Management Studies, 2(6), 365-375.

Saunders, M., Lewis, P. and Thornhill, A. (2009), Research Methods for Business Students, 7th
edition. Harlow: Pearson Education

Shuib, N. L., Rahman, M. M., & Islam, M. S. (2020). Brand image and customer purchase
intention in the hotel industry: The moderating role of price fairness. Journal of Global
Marketing, 33(5), 338-348

Statista (2022) Travel and tourism fact sheet UK. Available at:
https://www.statista.com/topics/3269/travel-and-tourism-in-the-united-kingdom-uk/
#topicOverview [Accessed: 16 May 2023]
Thomas, G. (2013), How to do Your Research Project, 2nd edition. London: Sage

Waluya, A. I., Iqbal, M. A., & Indradewa, R. (2019). How product quality, brand image, and
customer satisfaction affect the purchase decisions of Indonesian automotive customers.
International Journal of Services, Economics and Management, 10(2), 177-193.
Appendix

ETHICS & GOVERNANCE REVIEW APPLICATION FORM

FOR STUDENTS ON TAUGHT PROGRAMMES

This form must be completed, reviewed, any actions taken and approved before potential participants are
approached to take part in any research project. i.e. ethics approval must be received before any data
collection can take place.

Your application must include the following (please the boxes below to indicate that each section is complete):

Complete Ethics & Governance Review Application Form for

√
Students on Taught Programmes

Participant information material(s)/details √

Consent material(s)/details √

Please attach copies of any research materials/tools to be used in the project:

(NB: These must be attached where they form part of your methodology)

Relevant permission letter(s)/email(s) ☐

Questionnaire √

Introductory letter(s) ☐

Data Collection Instruments ☐

Interview Questions ☐

Focus Group Guidelines ☐

Other (please give details): ……………………………

IMPORTANT INFORMATION FOR APPLICANTS

 All research involving human participants1, sentient animals2 or data not in the public domain undertaken by
all staff, all students or anyone acting on behalf of Canterbury Christ Church University (CCCU) as part of
formal University activity requires ethical review. No data collection can be undertaken until ethical
approval has been given for the project.
 It is your responsibility in the conduct of your research to follow the policies and procedures set out in the
University’s Research and Enterprise Integrity Framework, and any relevant academic or professional
guidelines. This includes providing appropriate research materials including participant information and
consent forms, and ensuring confidentiality in the storage and use of data.
 You must include copies of participant information and consent materials or details of how informed
consent will be sought. Templates on which to base these are available here.
 Copies of any research materials/tools such as questionnaires or focus group guidelines, and a completed,
approved & signed Research Health & Safety Risk Assessment must be submitted.
 Any significant change in the question, design or conduct over the course of the project should be discussed
with your academic supervisor. Depending on the nature of the changes, an Amendment Form or a new
application for ethics approval may be required.
 This form will be retained by the Supervisor and/or Programme as part of the applicant’s academic record.
 Your Supervisor should be involved in all ethically relevant aspects of the project, including the preparation
of the ethics application and related materials such as participant information, consent forms, and research
tools (e.g. interview questions, survey questions etc.). However, your Academic Supervisor should not act
as Principal Investigator unless the project is embedded in a pre-existing staff project with prior ethical
approval from the relevant Faculty Ethics Panel (or other designated external body).
 Supervisors or additional reviewers (as determined by School/Programme processes) can approve projects,
impose conditions, or decide that a project is inherently unsuitable for the student applicant’s level of
experience and expertise and reject the application.

NEXT: Please complete Section A: Applicant Details 

1
‘Human participants’ incorporates those participating in interviews, surveys, focus groups or
experiments (including the use of human tissue) etc.; and the processing of any personal data.
All research that involves human participants, in any way, must comply with this policy and with any
relevant University guidance or procedures, legislation or additional codes of ethics that apply in
specific areas or organisations within which research is to be undertaken (e.g. NHS procedures, codes
within Local Authorities, Research Councils’ Research Ethics Frameworks etc.).
2
The use of sentient animals in research and teaching at CCCU is restricted to observational and
behavioural studies only. No research and teaching activities that fall within the scope of the Animals
(Scientific Procedures) Act 1986 (Amendment Regulations 2012) are carried out.
SECTION A: APPLICANT DETAILS

Type of Project - please mark (x) as appropriate

Research √ Knowledge Exchange

Status - please mark (x) as appropriate

Undergraduate Postgraduate √

A1. Name of applicant:

A2. Student I.D.

A3. Email address:

A4. Telephone number

A5. Module name and number (if

applicable):

A6. Course:

A7. Name of Supervisor(s) or

module Leader:

NEXT: Please complete Section B: Ethics Checklist 

SECTION B: ETHICS CHECKLIST

Please answer each of the questions below by choosing ‘YES’ or ‘NO’ in the appropriate box.

Consider each response carefully then check Section C for details on how to proceed:

Yes No

B1 In carrying out your proposed project is there more than minimal risk of harm,
detriment or disadvantage to participants, researcher(s), and/or the public
beyond the risks encountered in normal daily life/the usual context of daily
☐ √
activity?

Guidance notes: If you are unsure of the answer to this question please discuss with your
Supervisor before completing the rest of this form

B2 Does your project include any activities or research methods included within
the list of examples of likely unsuitable research for students on taught
programmes as included within Section 14 of the University Research Ethics ☐ √
Policy?

Guidance notes: Please follow the link to the Policy to find the list of examples of likely

B3 unsuitable
Does the research
projectforhave
students
the on taught programmes
potential to impact on professional relationships?
Guidance notes: This question is intended to address:

 Ethical issues with power relationships.

(For example if your colleagues, own staff, students, or partner organisations are ☐ √
participants within your research additional measures will need to be in place to
ensure that consent to take part is voluntary)
 Impact on any professional relationships.
(For example consider if your project (including the topic or choice of participants)
will have the potential to impact on any professional relationships (either positively
or negatively)
B4 Does the project involve participants who would be considered vulnerable
within the context of your project?
Guidance notes: The potential vulnerable groups are extensive; please consider the answer to
☐ √
this question carefully. A group that is not considered vulnerable in one context might be in
another so this has to be considered for your research project. If you are unsure of the answer
to this question, please discuss with your Supervisor.

B5 Does your project involve interaction with external bodies/organisations?

Guidance notes: This may include but is not limited to schools and hospitals. It includes any
contact with external bodies/organisations including where they may act as a gatekeeper for
☐ √
initial access to:

 any vulnerable groups

 any individuals to be recruited (i.e. participants)
 any data not in the public domain

NEXT: Please determine further actions by referring to Section C 

SECTION C: HOW TO PROCEED

C1. If you have answered ‘YES’ to question B1 then please discuss with your Supervisor before you proceed with
this ethics application as it may be that your project is unsuitable and needs to be revised.

C2. If you have answered ‘YES’ to any of the questions B2-B5, this will indicate that your application will be
reviewed by additional reviewer(s) according to School/Programme processes. Complete sections D–G of this form
providing as much detail as possible on how you plan to deal with the ethical issues related to your project. Send this
completed form to your Supervisor who will complete the Supervisor Declaration and forward the application to the
appropriate reviewer(s). Please be aware that ethical approval is not guaranteed and your Supervisor and/or
additional reviewer(s) reserve the right not to grant ethical approval for projects that are deemed unsuitable for
students on taught programmes.

C3. If you have answered ‘NO’ to all the questions in Section B, complete sections D–G of this form providing as
much detail as possible on how you plan to deal with any ethical issues related to your project. Send this completed
form to your Supervisor who will complete the Supervisor Declaration. The Supervisor will carry out the ethics
review, however, if the Supervisor determines that the research project requires review by additional reviewer(s)
then it may be referred to them as per School/Programme processes. This is at the Supervisors discretion based on
the University Research Ethics Policy.

Summary of next steps:

Section Answers
B
Yes No
question
s

Discuss with your Supervisor before proceeding

B1
with this ethics application.

Complete sections D–G providing as much

detail as possible on how you plan to deal

Complete Sections D–G as appropriate and
with the ethical issues related to your
send the completed and signed Ethics Review
project. Send the completed and signed Application Form to your Supervisor for
B2-B5 review.
Ethics Review Application Form to your

Supervisor who will forward to the Taught

Programme Ethics Panel for review.

SECTION D: PROJECT DETAILS

D1. Project title: Investigating the impact of brand image on customer purchase decision of Four Seasons
Guesthouse

D2. Start date of Click or tap to enter a date.

3
fieldwork

D3. End date of Click or tap to enter a date.

4
fieldwork

D4. Project Include information for each of these questions:

summary
 What is the purpose of your project?

(This should be The purpose of conducting this study is to investigate the effect of brand image on
written so it can be customer purchase decision of Four Seasons Guesthouse.
easily understood by  Briefly, explain your methodology in lay terms i.e. what are you doing and how are you
any one even if they doing it?
are not familiar with
Positivism paradigm is suitable for this study because it is dealing with actual data which
your field of research) is collected from natural phenomenon and serves the objective purpose if brand image is
positively affected customer purchase decision or not.
Quantitative is selected because it is connected of positivism paradigm and use empirical
evidence to examine the research topic.
For primary data collection, survey questionnaire will use for this study. The data
analysis and interpretation will use Descriptive analysis to understand the relationship
between brand image and customer buying decision.

 What are the intended outcomes of your research?

Brand image is considered by firms an important strategy of business in the twenty first
century business environment. Thus, I am interested to do this study to understand actual
influence of brand image of Four Seasons Guesthouse on customer purchase decision.

3
This date relates to the start of any data collection involving human or animal participants or data
not in the public domain. Please note that no research can take place until ethics approval has been
issued and approval cannot be issued retrospectively, as such, this date should always be in the future
allowing sufficient time for the ethics review process.
4
This date relates to the completion of any data collection involving human or animal participants or
data not in the public domain.
 D5. Human Include information for each of these questions:

participants
 Who are the participants?

Customers of Four Seasons Guesthouse

 What is your estimated sample size?5

Sample size is 40

 How will the participants be recruited?

Online survey

 What will the participants be expected to do?

Response to a questionnaire

D6. Additional  Please provide details of any ethical issues that you think are relevant to your project that
have not been covered elsewhere within this application
information  If you answered ‘YES’ to any of the questions in section B please provide further details here
including:
o how you intend to manage the associated ethical issues
o any justification or mitigating circumstances for carrying out your project
o any experience you may have beyond your current level of study within the field of
your project or in research methods in general
NEXT: Please complete Section E: Data Protection 

SECTION E: DATA PROTECTION

The General Data Protection Regulation (GDPR) applies to the processing of personal data within the European
Union (EU) and has been retained in UK law following departure from the EU as the UK GDPR. The Data
Protection Act 2018 sets out the data protection framework in the UK.

Everyone responsible for using/processing personal data has to follow strict rules called ‘data protection principles’.
These principles make sure the information is:

 used fairly, lawfully and transparently

 used for specified, explicit purposes
 used in a way that is adequate, relevant and limited to only what is necessary
 accurate and, where necessary, kept up to date
 kept for no longer than is necessary
 handled in a way that ensures appropriate security, including protection against unlawful or unauthorised
processing, access, loss, destruction or damage

There is stronger legal protection for more sensitive information, such as race, ethnic background, political opinions,
religious beliefs, trade union membership, genetics, biometrics (where used for identification), health, sex life or
orientation. There are separate safeguards for personal data relating to criminal convictions and offences.

DATA PROTECTION EXPLAINED

Once you work through the language of the various data protection laws the basic concepts are relatively simple.
5
Please note: If your project includes an extensive survey or activity that involves University-wide
recruitment or a representative sample of 100 or more students from Canterbury Christ Church
University the Student Survey Unit and the Student Communications Unit should be notified of your
plans before any data collection is carried out.
Essentially, the purpose of data protection law is to safeguard people’s personal information and, whilst there
are laws and processes you must comply with, as long as this has been considered in the design of your research
and continues to be considered throughout the delivery of your research then it should not be a cause for
concern!

There is an article by Stuart Rance titled How to explain GDPR to a 5 year old that breaks down the basic
concepts and might help make sense of this section of the form.

Please refer to the University Research Privacy Notice before completing this section.
 Will Personal Identifiable Information (also defined as personal data) be collected
E1. Personal data
and/or processed?

NO

If you are in doubt, please refer to the ICO guidance or seek advice from your
Supervisor. (Further information is available to supervisors on StaffNET).

 If you answered ‘YES’ to the question above please complete the rest of this section providing as much
detail as possible using the guidance questions. It must contain as much information as possible on how
your research will comply with the GDPR and UK data protection legislation.
 If you answered ‘NO’ to the question above and having read the guidance are sure that no personal
data will be processed please move on to section F.
 What type of personal data will be collected?
E2. Data collection
 What is the reason for personal data collection?
 What is the lawful basis for the processing of personal data?

Please use the lawful basis tool produced by the ICO to determine the lawful basis if you are in
doubt: https://ico.org.uk/for-organisations/resources-and-support/getting-ready-for-the-gdpr-
resources/lawful-basis-interactive-guidance-tool/.

 What arrangements are in place related to any actions required to respond to

E3. Subject access
individual requests for access to their personal data (Subject Access Requests)?
requests  Will participants be able to withdraw consent at any stage of the research? What
is the process for this? What is the cut-off date for withdrawal?

 Who will have access to the personal data? This will likely include your
E4. Data access &
supervisor and examiner as a minimum.
sharing

 Are you using social media to recruit participants? How are you gaining consent?
E5. Participant
How are you informing participants of how their personal data will be used?
recruitment,  Are you undertaking any activities that could create privacy concerns for
individuals due to personal intrusion? How will this be mitigated and addressed?
privacy &
E.g. taking photographs that may include members of the public
confidentiality  How will you ensure confidentiality? Please identify and list all the risks that
could lead to a personal data breach.

 Where and how will personal data be stored? If stored external to CCCU systems
E6. Data storage
(this should be in exceptional circumstances only), how are you ensuring that
personal data is safely stored, processed and disposed of securely when no longer
needed?
 How long will personal data be kept/stored? In what format will this be? Personal
data should not be stored for any longer than is necessary. Fully anonymised data
is not considered personal data.

NEXT: Please complete Section F: Research Health & Safety Risk Assessment 
SECTION F: RESEARCH HEALTH & SAFETY RISK ASSESSMENT

 This risk assessment should capture health and safety risks only. You do not need to include insignificant risks.
You do not need to include risks from everyday life unless your research activities increase the risk. It should
include enough information to allow it to be a standalone document should this be necessary.
 Research projects will potentially carry certain risks to the physical or mental health and safety of the
researcher(s), participants and the public. Your risk assessment should consider what in your project might
cause harm, how it may cause harm and the people who might be affected. It should take into account any
control measures which are already in place and identify what, if any, further controls are required.
 You should be able to show from your risk assessment that:
o a proper check was made;
o all people who might be affected were considered;
o all significant risks have been assessed;
o the precautions/control measures are reasonable; and
o the remaining risk is low.
 The potential health and safety hazards in research are many and varied. Each research project is different but
included in the table below are suggestions for some things that you may wish to consider. Please note that this
is by no means an exhaustive list and you should review the available guidance materials (see below) and
consider your own project carefully to determine the risks and appropriate control measures:

Risk area Potential hazards to consider

International travel  Researcher safety due to lone travel in an unfamiliar location

 Loss of travel documents/money
 Potential of extreme weather due to season e.g. monsoon/cyclones
Domestic travel  Lone travel on public transport
 Driving long distances
Lone working  Potential emotional/physical harm to researcher from participants
 Researcher fatigue due to intense research schedule over multiple locations
Research location/Fieldwork  Site specific safety
 Access to emergency services/health care due to remote location
Mental overload/Stress  Harm to researcher wellbeing from overworking due to intense research schedule

Emotional harm/hurt  Distress to participants due sensitive research topic

 Distress to researcher due to participant/general public negative reactions

Further guidance
 For students: Responsible research - Managing health and safety in research: guidance for the not-for-profit
sector – this explores all aspects of Health & Safety within a range of research projects and includes case
studies – for example ‘Case Study 1 – A risk assessment of a social science research project’ (p.18-19). For
further guidance, please seek advice from your supervisor.
 For supervisors: Further guidance on Health and Safety Risk assessments can be found on the University web
pages - these include example risk assessment forms.
 *
NATURE OF The online survey will perform for the data collection using DATE OF ACTIVITY: [add if I
ACTIVITY: questionnaire from the selected participants. relevant for activity being n
assessed i.e. start and end
dates of research
activity/fieldwork]

LOCATION: Four Seasons Guesthouse NEXT H&S RISK Maximum 6 months after date
REVIEW DATE: of assessment

REVIEWED & [Academic Supervisor, print name & APRROVAL DATE*: [Date risk assessment
APPROVED BY*: signature] approved]

normal circumstances, review and approval should be carried out by the relevant Supervisor. Where the research project is particularly complex
and contains a number of health & safety risks or where the supervisor has not undertaken the University Health & Safety Risk Assessment
training they should seek advice from their line manager before approving the risk assessment.

Risk
Persons Rating
Additional Control Measures Required
Hazard/Risk Current Control Measures
at Risk & Nature (High
of harm /Medium
/Low)

A hazard is anything that State who is at risk, Describe the measure(s) that you have in place to reduce or remove the See table Describe any other measure(s) that could be applied t
may cause physical or this could be an risk of the hazard occurring. above. reduce or remove the risk of the hazard occurring. A
mental harm individual or a group measures are mandatory should the risk outcome be
of people, and the type medium or high.
of harm they are at
risk of.

Disturbance Psychologicall  Convince the participants about the Low  Do not collect personal data e.g.
academic necessity of this survey name, NI number etc.
y feeling bad

All members of staff and relevant students affected by this risk assessment (i.e. the research team) are to sign
and date to confirm they have read and understood it and will abide by it.

NAME SIGNATURE
NEXT: Please complete Section G: Applicant Declaration 
SECTION G: APPLICANT DECLARATION

 I certify that the information in this form is accurate to the best of my knowledge and belief and I take full
responsibility for it.
 I certify that a Research Health & Safety Risk Assessment for this project has been carried out in compliance
with the University’s Health and Safety policy and has been approved and signed by the relevant persons.
 I certify that any required Disclosure & Barring Service (DBS) check has been carried out.
 I undertake to carry out this project under the terms specified in the Canterbury Christ Church University
Research & Enterprise Integrity Framework.
 I undertake to inform my Supervisor of any significant change in the question, design or conduct of the research
over the course of the project. I understand that such changes may require a new application for ethics
approval.
 I undertake to inform my Supervisor when the proposed project is complete.
 I have read and understood the relevant ICO and University documentation and I am aware of my legal
responsibility to comply with data protection legislation and appropriate University policies and guidelines
relating to the security and confidentiality of participant or other personal data.
 I understand that project records/data may be subject to inspection for audit purposes if required in future and
that project records should be kept securely for five years or other specified period.
 I understand that the personal data about me contained in this application will be held by my Supervisor and the
relevant Programme and that this will be managed according to the principles established in data protection
legislation and appropriate University policies.

(please tick)
As the Principal Investigator for this project, I confirm that:
√
 All the above statements are correct
 This application has been shared with all other members of the project team √

Principal Investigator/Applicant

Name:

Date:

NEXT: Please send this completed and signed application to your Supervisor 

33
SECTION H: FOR COMPLETION BY SUPERVISOR

Please ensure that this form has been completed correctly and in full. It will likely delay the ethical approval process
if the form is incorrect, incomplete or has not been proofread. (If relevant) please use the ‘Comments from
Supervisor’ section to provide any additional subject relevant information that will assist in reviewing this
application.

Please tick the appropriate boxes below. This application should not be submitted for review until all boxes are
ticked:

The aims and/or objectives are clearly defined and it is clear how these will be achieved √

The proposed methodology is adequately developed and appropriate for this project √

I have reviewed the procedures for participant recruitment and obtaining informed consent and can
√
confirm that they are appropriate

I can confirm that to the best of my knowledge all relevant ethical issues have been considered and
√
addressed
√
I can confirm that to the best of my knowledge all relevant legal issues (e.g. data protection, Human
Tissue Act, Mental Health Act etc.) have been considered and addressed

If a Disclosure & Barring Service (DBS) check is required, this has been carried out √

The student has received training and/or support (as required) and has completed an appropriate √
Research Health & Safety Risk Assessment in line with CCCU policy that considers and addresses all
relevant health and safety risks associated with this project

I can confirm that the applicant has the required knowledge and skills to carry out the project and that
√
the chosen topic merits further investigation

Comments from supervisor:

34
 Supervisor or module leader (as appropriate)

Name:

Date:

NEXT: Supervisors - Please proceed as described in Section C 

35
 CONSENT FORM

Title of Project: Investigating the impact of brand image on customer purchase

decision of Four Seasons Guesthouse.
Name of Researcher: <Please include the names of the principal investigator and any co-
researchers if relevant>

Contact details:

Address: [Use CCCU postal address preceded by your Faculty]

Tel: [Avoid the use of a personal mobile/telephone number. Use professional telephone number
or for students the CCCU main number followed by your supervisors extension.]

Email: [Use your CCCU email address]

36
 Please initial box

1. I confirm that I have read and understand the participant information for the above
project and have had the opportunity to ask questions.
2. (If applicable) I confirm that I agree to any audio and/or visual recordings.

3. I understand that any personal information that I provide to the researchers will be kept
strictly confidential and in line with the University Research Privacy Notice
4. I understand that my participation is voluntary and that I am free to withdraw my
participation at any time, without giving a reason.

5. I agree to take part in the above project.

__

Name of Participant: Date: Signature:

Name of person taking consent Date: Signature:

(if different from researcher)

Researcher: Date: Signature:

Copies: 1 for participant

1 for researcher

37
38
<“Investigating the impact of brand image on customer purchase decision of Four Seasons
Guesthouse”>

PARTICIPANT INFORMATION
A research study is being conducted at Canterbury Christ Church University
(CCCU) by <your name and (if relevant) the names of any co-researchers>.

Please refer to our Research Privacy Notice for more information on how we
will use and store your personal data.

Background
This study aim is to investigate the effect of brand image on customer purchase decision of Four
Seasons Guesthouse. This survey is conducted to meet my academic requirement. This study will
help to understand actual influence of brand image of Four Seasons Guesthouse on customer
purchase decision.
.

What will you be required to do?

Participants in this study will be required to respond in the survey questionnaire.

To participate in this research you must:

 Must be minimum 18 years age
 Customers of Four Seasons Guesthouse
 Any gender

Procedures
You will be asked to complete a questionnaire through online in your leisure time which will
take maximum 3 minutes.

Feedback
<Give details of any feedback that you will provide to participants>

Confidentiality and Data Protection

The following categories of personal data (as defined by the General Data
Protection Regulation (GDPR)) will be processed:
 Personal data e.g. name, NI number, home address etc. will not collect.

39
We have identified that the public interest in processing the personal data is:
 Not applicable
Data can only be accessed by, or shared with:
 My supervisor and the researcher only access the data.
The identified period for the retention of personal data for this project:
 Until publish the result of the research project, the information will keep.
If you would like to obtain further information related to how your personal
data is processed for this project please contact <insert name and contact
details of the main contact for the project>.
You can read further information regarding how the University processes
your personal data for research purposes at the following link: Research
Privacy Notice - https://www.canterbury.ac.uk/university-solicitors-office/data-protection/
privacy-notices/privacy-notices.aspx
Dissemination of results
The result can be published in CCCU library.

Process for withdrawing consent to participate

You are free to withdraw your consent to participate in this research project
at any time without having to give a reason. To do this participants should
give a written reply in my thread.
You may read further information on your rights relating to your personal
data at the following link: Research Privacy Notice -
https://www.canterbury.ac.uk/university-solicitors-office/data-protection/privacy-notices/
privacy-notices.aspx
Any questions?
Please contact <name of lead researcher> on <CCCU phone and CCCU email
contact details; avoid giving personal contact details. Give the name of your
University Department and its mailing address. For students please also
include your supervisors contact details here>.

40
 Copy of questionnaire

3. Occupation

 Student
 Employed
 Self-employed
 Unemployed
 Retired

4. How often do you travel for leisure purposes?

 Rarely or never
 Occasionally (1-2 times a year)
 Regularly (3-5 times a year)
 Frequently (more than 5 times a year)

5. Do you give concern to brand

reputation while select hotel for
stay?
6. Do you search information
about brands when reserve
booking?

41
7. Do you think the service
quality of Four Seasons
Guesthouse meet your
expectation?
8. Do you agree perceive quality
of brand influence your hotel
reservation decision?
9. Do you consider price to
choice brand for purchase?

10. Does brand awareness of

Four Seasons Guesthouse affect
your booking decision?
11. Do you think customer
loyalty programme of Four
Seasons Guesthouse influence
you purchase decision?
12. Does experience share on
social media influence your
booking decision at Four Seasons
Guesthouse?
13. Do you recommend others to
for Four Seasons Guesthouse?

14. Do you think Four Seasons

Guesthouse fulfil their
commitment?

15. Are you satisfied the services

Four Seasons Guesthouse
provided?

42