The Role of Brand Identity Consistency in Driving Marketing Effectiveness and Customer Recognition

Zahran Fathinah Salsabila; Leo Aldianto

doi:10.30640/jmcbus.v4i4.7506

Authors

Zahran Fathinah Salsabila Institut Teknologi Bandung
Leo Aldianto Institut Teknologi Bandung

DOI:

https://doi.org/10.30640/jmcbus.v4i4.7506

Keywords:

Brand Identity Consistency, Conversion Rate, Customer Retention, Financial Performance, Integrated Marketing Communication

Abstract

This study examines the role of brand identity consistency in influencing marketing effectiveness, customer recognition, and financial performance at One Step Florist following a rebranding initiative. A quantitative multi-method approach was employed using primary data from 204 respondents collected through Likert-scale questionnaires and secondary data from internal business records covering conversion and financial performance from January to May 2026. Brand consistency was measured using the Brand Consistency Index (BCI), while marketing effectiveness was assessed through the Integrated Marketing Communication (IMC) framework. The results indicate a strong and significant positive relationship between brand identity consistency and marketing effectiveness (r = 0.944; p < 0.001), and brand clarity was strongly associated with customer recognition (r = 0.932; p < 0.001). The overall IMC performance was categorized as very high (mean = 4.39). However, the relationship between IMC and conversion rate was not statistically significant, suggesting the influence of external operational factors. Despite a relatively high average conversion rate (53.60%), customer retention remained low (32.01%), indicating predominantly occasion-driven purchasing behavior, while financial analysis revealed revenue instability (coefficient of variation = 23.57%). The study implies that brand identity consistency enhances marketing effectiveness and recognition, but its impact on conversion and financial stability is constrained by operational factors and customer behavior, highlighting the need to integrate branding with retention efforts and operational improvement.

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