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

Doctor of Philosophy in Management

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Bibliographic Details
Main Author: Mohammad Wasib, Latif
Other Authors: Md. Aminul, Islam, Prof. Dr.
Format: Thesis
Language:English
Published: Universiti Malaysia Perlis (UniMAP) 2017
Subjects:
Hotel industry
Tourism management
Brand image
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Tourism > Bangladesh
Online Access:http://dspace.unimap.edu.my:80/xmlui/handle/123456789/77892
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id my.unimap-77892
record_format dspace
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 Mohammad Wasib, Latif Md. Aminul, Islam, Prof. Dr. Hotel industry Tourism management Brand image Advertisement Tourism -- Bangladesh Doctor of Philosophy in Management 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. 2017 2023-02-21T04:07:20Z 2023-02-21T04:07:20Z Thesis http://dspace.unimap.edu.my:80/xmlui/handle/123456789/77892 en Universiti Malaysia Perlis (UniMAP) Universiti Malaysia Perlis (UniMAP) School of Business Innovation and Technopreneurship
institution Universiti Malaysia Perlis
building UniMAP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Perlis
content_source UniMAP Library Digital Repository
url_provider http://dspace.unimap.edu.my/
language English
topic Hotel industry
Tourism management
Brand image
Advertisement
Tourism -- Bangladesh
spellingShingle Hotel industry
Tourism management
Brand image
Advertisement
Tourism -- Bangladesh
Mohammad Wasib, Latif
Brand image on customer-based brand equity in the hotel industry in Bangladesh: tourism management and advertisement as moderators
description Doctor of Philosophy in Management
author2 Md. Aminul, Islam, Prof. Dr.
author_facet Md. Aminul, Islam, Prof. Dr.
Mohammad Wasib, Latif
format Thesis
author Mohammad Wasib, Latif
author_sort Mohammad Wasib, Latif
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
publisher Universiti Malaysia Perlis (UniMAP)
publishDate 2017
url http://dspace.unimap.edu.my:80/xmlui/handle/123456789/77892
_version_ 1772813064959164416
score 13.222552

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