Brand image on customer-based brand equity in the hotel industry in Bangladesh: tourism management and advertisement as moderators

Strong brand image is an invaluable asset and organizations are giving continuous endeavor to build strong image for their goods and services. Likewise, marketing researchers are focusing on researches to find out ways to enhance brand image. In this study, Aaker’s Customer-Based Brand Equity Frame...

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Format:	Thesis
Language:	English
Subjects:	Hotel industry Tourism management Brand image Advertisement Tourism > Bangladesh
Online Access:	http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/77892/1/Page%201-24.pdf http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/77892/2/Full%20text.pdf http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/77892/4/Mohammad%20Wasib.pdf
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id	my-unimap-77892
record_format	uketd_dc
spelling	my-unimap-778922023-02-21T04:11:16Z Brand image on customer-based brand equity in the hotel industry in Bangladesh: tourism management and advertisement as moderators Md. Aminul, Islam, Prof. Dr. Strong brand image is an invaluable asset and organizations are giving continuous endeavor to build strong image for their goods and services. Likewise, marketing researchers are focusing on researches to find out ways to enhance brand image. In this study, Aaker’s Customer-Based Brand Equity Framework-1996, Keller’s Customer-Based Brand Equity Pyramid-2003 and Baker’s Corporate Social Responsibility Model-2001 have been taken into consideration for identifying the pertinent factors relating to brand image of hotel brands. Subsequently a number of variables have been extracted through extensive literature review to investigate their influence on building brand image for branded hotels in the context of Bangladesh. The variables include brand awareness, brand association, brand superiority, brand affection, brand resonance and corporate social responsibility which are deemed to have a direct influence on brand image while tourism management and advertisement have been used as the moderators in the relationship between these six IVs and brand image. Data were collected from the customers of some selected 4 star and 5 star hotels in Bangladesh using multi-stage sampling procedure. The Partial Least Square Structural Equation Modeling (PLS-SEM) was used to test the hypotheses of this study. It was found that brand awareness, brand association, brand superiority, brand resonance and corporate social responsibility were significant factors influencing brand image of branded hotels. Among these five determinants, corporate social responsibility was found to be the most significant followed by brand superiority, brand association, brand awareness and brand resonance. Universiti Malaysia Perlis (UniMAP) Thesis en http://dspace.unimap.edu.my:80/xmlui/handle/123456789/77892 http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/77892/3/license.txt 8a4605be74aa9ea9d79846c1fba20a33 http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/77892/1/Page%201-24.pdf 882f507839420520c454da950958ce32 http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/77892/2/Full%20text.pdf e208a0404b640076e648b8d4a95e9195 http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/77892/4/Mohammad%20Wasib.pdf 1213ce9cccbf9dba4aba4c3803317f57 Universiti Malaysia Perlis (UniMAP) Hotel industry Tourism management Brand image Advertisement Tourism -- Bangladesh School of Business Innovation and Technopreneurship
institution	Universiti Malaysia Perlis
collection	UniMAP Institutional Repository
language	English
advisor	Md. Aminul, Islam, Prof. Dr.
topic	Hotel industry Tourism management Brand image Advertisement Tourism -- Bangladesh
spellingShingle	Hotel industry Tourism management Brand image Advertisement Tourism -- Bangladesh Brand image on customer-based brand equity in the hotel industry in Bangladesh: tourism management and advertisement as moderators
description	Strong brand image is an invaluable asset and organizations are giving continuous endeavor to build strong image for their goods and services. Likewise, marketing researchers are focusing on researches to find out ways to enhance brand image. In this study, Aaker’s Customer-Based Brand Equity Framework-1996, Keller’s Customer-Based Brand Equity Pyramid-2003 and Baker’s Corporate Social Responsibility Model-2001 have been taken into consideration for identifying the pertinent factors relating to brand image of hotel brands. Subsequently a number of variables have been extracted through extensive literature review to investigate their influence on building brand image for branded hotels in the context of Bangladesh. The variables include brand awareness, brand association, brand superiority, brand affection, brand resonance and corporate social responsibility which are deemed to have a direct influence on brand image while tourism management and advertisement have been used as the moderators in the relationship between these six IVs and brand image. Data were collected from the customers of some selected 4 star and 5 star hotels in Bangladesh using multi-stage sampling procedure. The Partial Least Square Structural Equation Modeling (PLS-SEM) was used to test the hypotheses of this study. It was found that brand awareness, brand association, brand superiority, brand resonance and corporate social responsibility were significant factors influencing brand image of branded hotels. Among these five determinants, corporate social responsibility was found to be the most significant followed by brand superiority, brand association, brand awareness and brand resonance.
format	Thesis
title	Brand image on customer-based brand equity in the hotel industry in Bangladesh: tourism management and advertisement as moderators
title_short	Brand image on customer-based brand equity in the hotel industry in Bangladesh: tourism management and advertisement as moderators
title_full	Brand image on customer-based brand equity in the hotel industry in Bangladesh: tourism management and advertisement as moderators
title_fullStr	Brand image on customer-based brand equity in the hotel industry in Bangladesh: tourism management and advertisement as moderators
title_full_unstemmed	Brand image on customer-based brand equity in the hotel industry in Bangladesh: tourism management and advertisement as moderators
title_sort	brand image on customer-based brand equity in the hotel industry in bangladesh: tourism management and advertisement as moderators
granting_institution	Universiti Malaysia Perlis (UniMAP)
granting_department	School of Business Innovation and Technopreneurship
url	http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/77892/1/Page%201-24.pdf http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/77892/2/Full%20text.pdf http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/77892/4/Mohammad%20Wasib.pdf
_version_	1776104237275545600

Brand image on customer-based brand equity in the hotel industry in Bangladesh: tourism management and advertisement as moderators

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