This study aims to identify the determining factors of digital entrepreneurial intention among university graduate students in Bangladesh. The study considered university students as a study sample (n = 358) who were either in their final year of bachelor’s program or in the master’s program from three private universities located in Dhaka city, Bangladesh. This study was quantitative in nature, and a survey questionnaire was used based on the previous studies. There were three parts: a questionnaire, demographic information analysis, and a Likert-based measurement of study variables. A Cronbach (α) coefficient value of 0.70 or above was regarded to examine the reliability of the constructs. A factor loading value of 0.50 or above was considered to measure the research validity of all constructs’ items. Regression analysis was run to test the hypotheses. A Google form-based online survey questionnaire was used to collect the data, followed by a non-probability sampling method. After scrutiny, incomplete responses were discarded, and finally, 358 responses were deemed usable. The paper used SPSS version 26.0 to perform relevant statistical analyses. The results show that digital entrepreneurial self-efficacy, digital literacy, entrepreneurship education, innovativeness, and creativity positively and significantly impact university students becoming digital entrepreneurs. Regression result shows that students’ innovativeness and entrepreneurship education have more impact on their digital entrepreneurial intentions, implying that policymakers and universities should design their academic policy to promote innovative and entrepreneurship activities in the academic pedagogy.

The conceptual framework of brand image for the tourism industry is a combination of antecedents

The antecedents of brand image are defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. It is now widely acknowledged by organizations that strong brand image will create a competitive advantage in the marketplace that will enhance their overall reputation and credibility. Indeed, recent trends in modern marketing have changed enormously, and study of antecedents of brand image is increasingly becoming significant to keep pace with this change. A brand is said to have positive (negative) brand image when consumers react more (less) favorably to the antecedents of brand image for the brand. In this conceptual paper, we have summarized the literatures on currently prevailing concepts and approaches on brands that will allow us to identify the antecedents of brand image, and therefore will help organizations to enhance their marketing efficiency. Based on a comprehensive review of several earlier works, here we propose a plausible framework for the antecedents of brand image in sequential order, namely, awareness of the brand, association of the brand, superiority of the brand, affection of the brand, resonance of the brand and corporate social responsibility. In this review, we put forward the notion that the antecedents of brand image attempt need to be associated with organizational processes which will conceptualize according to an associative network of memory model through organizational activities. We suggest that these activities could play a significant role in creating brand image among consumers.Keywords: brand image, awareness of the brand, association of the brand, superiority of the brand, affection of the brand, resonance of the brand, Corporate Social Responsibility (CSR)

The conceptual framework of brand image is a combination of antecedents, moderators and outcomes that create differential effects on customer response to the marketing of the brand. By constructing a conceptual framework of brand image, 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 brand image is increasingly becoming considerable to keep pace with this change. In this conceptual paper, we have summarized the literatures on currently prevailing concepts and approaches on brand image that will allow us to identify the conceptual framework of brand image, and therefore will facilitate organizations to enhance their marketing efficiency and effectiveness. In this framework, 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 brand image need to be associated with organizational activities.

The imagination of brand image for tourism industry is a combination of antecedents and moderators that create differential effects on customer response to the tourism marketing of the brand. As imagination consider framework of brand image for tourism industry. By constructing a conceptual framework of brand image for tourism industry will build a competitive advantage in the tourism marketplace. Indeed, recent trends in modern tourism marketing have changed tremendously, and study of a conceptual framework is increasingly becoming considerable to keep pace with this change. In this conceptual paper, authors have summarized the literature on currently prevailing concepts and approaches on brand image for tourism industry