Corporate social responsibility and behavioral intentions: A mediating mechanism of Brand Recognition

Abstract

AbstractIn recent years, corporate social responsibility (CSR) has attracted a lot of attention from academics and businesspeople as an essential part of any company's ability to thrive. Many research papers had published focusing on CSR. However, very few studies examine CSR's multidimensions (economic, philanthropic, environmental, and ethical) on behavioral intentions with the mediating impact of brand recognition. To explore customer's hotel experiences, the proposed hypotheses were tested with a Structural equation model. Results show that all forms of CSR (ethical, economic, environmental, philanthropic) positively relate to the hotel's brand recognition and behavioral intentions (revisit intention, making recommendations, willingness to pay more). The link between CSR and behavioral intention is found to be significantly mediated by brand recognition. Because of this, the current study has developed a theoretical framework to explain the interplay among CSR factors, brand recognition, and consumer behavioral intention. By checking CSR activities' impact as a focal factor in enhancing hospitality industry facilities, this study offers empirical implications for hotels.