The Relationship between Corporate Social Responsibility of Hotels and Brand Equity in Ho Chi Minh City, the Mediating Role Of Customers
DOI:
https://doi.org/10.14738/assrj.116.17020Keywords:
Brand Equity, Corporate Social Responsibility, Customer Commitment, Hotel, Ho Chi Minh CityAbstract
The impact of Corporate Social Responsibility on Brand Equity has been clearly demonstrated in both theory and practice; however, there is still no consensus on which factors influence this impact. This study aims to construct a model focusing on understanding the impact of CSR on Brand Equity through Customer Commitment. A survey was conducted with 500 customers at 4-star and 5-star hotels in Ho Chi Minh City, using the PLS-SEM analysis tool. The research results indicate a direct impact between Corporate Social Responsibility and Brand Equity, while also demonstrating the positive mediating relationship of Customer Commitment.
References
Aaker, D. A. (1992). The value of brand equity. Journal of business strategy, 13(4), 27-32.
Aggarwal, A., & Saxena, N. (2023). Examining the relationship between corporate social responsibility, corporate reputation and brand equity in Indian banking industry. Journal of Public Affairs, 23(1), e2838.
Alvarado-Herrera, A., Rodriguez-Soberanis, L. J., & Herrera-Medina, H. R. (2020). Corporate social responsibility, reputation and visitors’ commitment as resources for public policies’ design for protected areas for tourism sustainable exploitation. Social Responsibility Journal, 16(4), 537-553.
Baalbaki, S., & Guzman, F. (2016). A consumer-perceived consumer-based brand equity scale. Journal of Brand Management, 23(3), 229-251.
Barbarossa, C., Chen, Y., Romani, S., & Korschun, D. (2022). Not all CSR initiatives are perceived equal: The influence of CSR domains and focal moralities on consumer responses to the company and the cause. Journal of Cleaner Production, 380, 134949.
Cao, Z. (2022). Brand equity, warranty costs, and firm value. International Journal of Research in Marketing, 39(4), 1166-1185.
Curras-Perez, R., Alvarado-Herrera, A., & Vera-Martínez, J. (2023). Comparing the effects of consumers' perceptions of companies' corporate social responsibility initiatives in emerging and developed markets. Asia Pacific Journal of Marketing and Logistics, ahead-of-print(ahead-of-print).
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Isaeva, N., Gruenewald, K., & Saunders, M. N. (2020). Trust theory and customer services research: theoretical review and synthesis. The Service Industries Journal, 40(15-16), 1031-1063.
Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U., & Riivits-Arkonsuo, I. (2020). Customer experience and commitment in retailing: Does customer age matter? Journal of Retailing and Consumer Services, 57, 102219.
Kim, S., & Manoli, A. E. (2022). Building team brand equity through perceived CSR: the mediating role of dual identification. Journal of Strategic Marketing, 30(3), 281-295.
Moir, L. (2021). What do we mean by corporate social responsibility? Corporate Governance: The international journal of business in society, 1(2), 16-22.
Nuseir, M. T. (2022). Assessing the impact of brand equity and demographic characteristics on brand loyalty: The mediating role played by customer experience in United Arab Emirates’ Hotel Industry. Journal of Hospitality & Tourism Research, 46(5), 905-922.
Raddats, C., Roper, S., & Ashman, R. (2024). The role of services in creating brand loyalty for B2B manufacturers. Journal of Business Research, 174, 114506.
Roy, S. K., Gruner, R. L., & Guo, J. (2022). Exploring customer experience, commitment, and engagement behaviours. Journal of Strategic Marketing, 30(1), 45-68.
Swapna, M., & Jaganathan, K. (2023). Does corporate social responsibility influences brand equity? - A thematic approach. Journal of Interdisciplinary Cycle Research, XIV, 308-318.
Tasci, A. D. (2021). A critical review and reconstruction of perceptual brand equity. International Journal of Contemporary Hospitality Management, 33(1), 166-198.
Vieira, V. A., Wolter, J. S., Araujo, C. F., & Frio, R. S. (2023). What makes the corporate social responsibility impact on Customer–Company identification stronger? A meta-analysis. International Journal of Research in Marketing, 40(2), 475-492.
Wang, H.-M., Yu, T. H.-K., & Hsiao, C.-Y. (2021). The causal effect of corporate social responsibility and corporate reputation on brand equity: A fuzzy-set qualitative comparative analysis. Journal of Promotion Management, 27(5), 630-641. 77
Wang, X., Chaiyasat, C., & Vorapuksirikool, V. (2024). Ethics and CSR in Business: A Review and Future Research. Ethics and Human Resource Development: Societal and Organizational Contexts, 279-297.
Winit, W., Kantabutra, S., & Kantabutra, S. (2023). Toward a Sustainability Brand Model: An Integrative Review. Sustainability, 15(6), 5212.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Phung Tuan Thanh, Le Đinh Hac, Tran Van Dat
This work is licensed under a Creative Commons Attribution 4.0 International License.
