Determinants of Hotels’ Brand Image A Unified Model of Customer-Based Brand Equity

Abstract

This study aims to find out the factors affecting the Brand Image of Hotels applying a Unified Model of Customer-Based Brand Equity. Additionally, it tests the moderating effect of tourism management in the relationship between the determining factors and brand image of hotels. Responses were gathered from the customers of some selected Bangladeshi hotels in four and five-star category using a multi-stage sampling procedure. The Partial Least Square Structural Equation Modeling (PLS-SEM) was used to test the hypotheses of this study. Corporate social responsibility was found to be the most significant, followed by brand superiority, brand association, brand awareness and brand resonance. It was found that the relationship between brand superiority and brand image was moderated by tourism management; the relationship between brand resonance and brand image was also found to be moderated by tourism management. The findings of this study bear implications both in theoretical and practical aspects.