Determinants of customer-based brand equity on brand image: The moderating role of tourism management and advertisement

Abstract

The hotel industry needs a clearly defined brand image in order to thrive and survive in a rapidly changing global market (Chi, 2016). This study strives to refine the determinants of customer-based brand equity (CBBE) that impact brand image and identify the moderating effect of tourism management and advertisement on the determinants and brand image in the context of the Bangladesh tourism industry. Data were collected through structured questionnaires from the selected four- and five-star hotel customers in Bangladesh and analysed using SmartPLS 2.0. It found that brand awareness, brand association, brand superiority, brand resonance and corporate social responsibility (CSR) were significant factors influencing brand image. CSR was the most significant among these five determinants, followed by brand superiority, brand association, brand awareness, and brand resonance. It was also explored that tourism management has a mediation effect on the degree of relationship between brand superiority and brand image, and brand resonance and brand image. Alternatively, the degree of advertisement affects the extent of the relationship between brand awareness and brand image, brand association and brand image, CSR and brand image. The tourism industry can utilize the findings of this study to enhance its marketing and branding strategies.