The Moderating Role of Tourism Management and Advertisement Between Customer-based Brand Equity and Brand Image

Background: In the competitive hotel sector, building sustainable brands with favourable equity and distinctive brand image is a key objective. However, the complex interplay between brand equity determinants, in the form of awareness, association, and resonance, and external factors like tourism management and advertising remains unexplored in Morocco. Objectives: This study examines the drivers of customer-based brand equity (CBBE) that influence brand image within the Moroccan hotel sector. It evaluates how tourism management and advertising moderate these relationships to enhance brand image. Methodology: A methodical questionnaire using a 7-point Likert scale was distributed to 179 respondents, comprising both Moroccan and international tourists across branded and non-branded hotels. Data were analysed using Structural Equation Modelling (SEM) through SmartPLS, testing the relationships between CBBE dimensions and brand image and exploring the moderating effects of tourism management and advertising. Results: Brand awareness, resonance, and superiority were significant predictors of brand image, while association and affection showed no substantial impact. Tourism management enhanced the effects of resonance and superiority on brand image but failed to moderate awareness, association, or CSR. Advertising positively influences awareness and CSR but moderates the relationship between superiority and brand image negatively. Conclusion: The outcomes underscore the critical contribution of tourism management and advertising in shaping a brand's image. Hotels should strategically balance CSR initiatives and advertising to build robust brand equity while enhancing customer experience through effective tourism management. Unique Contribution: This study scientifically demonstrates the moderating effect of tourism management and advertising in reference to CBBE dimensions, while highlighting the devotion of CSR in enhancing brand image through strategic advertising and tourism management in the Moroccan hotel sector. Key Recommendations: Hotels should prioritize enhancing brand awareness and resonance through tailored marketing and CSR communication strategies. Integrating tourism management and advertising efforts with ethical practices can foster long-term customer loyalty and strengthen brand equity.