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. 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.