Investigating online customer behavior is crucial for marketers in their efforts to improve brand performance and achieve better acquisition and retention rates. Since brands today operate as relational tools that support the development of relationships between customers and brands, they are expected to play a significant role in gaining customers‟ loyalty in the online context. The purpose of this paper is to propose and empirically test a model integrating brand identity with perceived value, satisfaction, trust, and commitment in predicting online brand loyalty. Data were collected from a survey of 740 customers of online reservation websites and were analysed using PLS-SEM. Results indicate that there are significant direct and indirect effects of brand identity on the cognitive and affective constructs representing consumer-brand relationship quality (ie perceived value, satisfaction, trust, and commitment). Moreover, commitment and trust are the major determinants of online brand loyalty followed by satisfaction and value. Implications, as well as areas for future research are discussed at the end of the paper.