Abstract
ABSTRACTCorporate social responsibility is considered an important element in the development of brand equity. Extant research in this context is mainly focused on the relationship between this corporate philosophy and financial performance, overlooking its potential to develop competitive advantages through brand equity dimensions. The aim of this research is to explore the impact of socially responsible aspects on hotel brand equity. To test the proposed model personal surveys of hotel customers were conducted. A structural equation model was developed to test the research hypotheses. The findings show that corporate social responsibility has positive effects on brand image, perceived quality, brand awareness, and brand loyalty.
Highlights
The hospitality industry is seeing exceptional growth after the global economic recession
These results propose that the implementation of corporate social responsibility (CSR) strategies can increase brand equity and provide hotel brands with competitive advantages
The findings presented in this study reveal the relevance of CSR in the current hospitality sector and the need for hotel companies to include this concept in their branding strategies
Summary
Enhancing customer-based brand equity through CSR in the hospitality sector Corporate social responsibility is considered an important element in the development of brand equity. Extant research in this context is mainly focused on the relationship between this corporate philosophy and financial performance, overlooking its potential to develop competitive advantages through brand equity dimensions. The aim of this research is to explore the impact of socially responsible aspects on hotel brand equity. The findings show that corporate social responsibility has positive effects on brand image, perceived quality, brand awareness and brand loyalty. Keywords Corporate social responsibility, customer-based brand equity, brand image, brand loyalty, perceived quality, brand awareness, hospitality
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