Determinants of Customer-Based Brand Equity on Brand Image: The moderating role of Tourism Management and Advertisement

In the context of the Bangladesh tourist sector, this study seeks to clarify the factors that influence customer-based brand equity and brand image as well as to pinpoint the moderating effects of tourism management and advertising. Using a multi-stage sampling technique, data were gathered from guests of a chosen group of Bangladeshi 4- and 5-star hotels using structured questionnaires, and smart PLS 2.0 was used for analysis. <br> This study intends to uncover the brand image moderating effects of tourism management and advertising as well as to further define the factors of customer-based brand equity that influence brand image. The following 18 (eighteen) research hypotheses have been generated to test the proposed research model for this empirical study based on a thorough evaluation of discussed marketing and branding.