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Research Journal of Applied Sciences
Year: 2015  |  Volume: 10  |  Issue: 5  |  Page No.: 181 - 187

Moderating Effects of Tourism Management and Entertainment to Antecedents of Brand Image Towards Brand Image: A Case of a Developing Country

Wasib B. Latif, Md. Aminul Islam, Idris Bin Mohd Noor, Abhinaya Chandra Saha, Shib Shankar Roy and A.B.M. Abdul Halim    

Abstract: The moderating effects of tourism management and entertainment to antecedents of brand image that includes brand awareness, brand association, brand superiority, brand affection, brand resonance and corporate social responsibility towards brand image create differential impact on customer perception to the marketing of the brand. By constructing a conceptual framework of antecedents of brand image where tourism management and entertainment act as moderators, organizations will build a competitive advantage in the marketplace that will increase their overall image with long-term sustainability. Indeed, recent trends in modern marketing have changed tremendously and study of conceptual framework of antecedents of brand image is increasingly becoming considerable to keep pace with this change. In this conceptual study, we have summarized the literatures on currently prevailing concepts and approaches on antecedents of brand image that will allow us to identify the conceptual framework of antecedents of brand image that significantly moderated by the degree of tourism management and entertainment and therefore will facilitate organizations to enhance their marketing efficiency and effectiveness. In this research, we discussed a case study in Bangladesh and in light of the findings of this case study we put forward the notion that the conceptual framework of antecedents of brand image need to be associated with organizational activities. We suggest that these activities could play a major role in creating brand image among customers.

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