The Relationship between Corporate Social Responsibility of Hotels and Brand Equity in Ho Chi Minh City, the Mediating Role Of Customers

Authors

  • Phung Tuan Thanh Ho Chi Minh University of Banking
  • Le Đinh Hac Ho Chi Minh University of Banking
  • Tran Van Dat Ho Chi Minh University of Banking

DOI:

https://doi.org/10.14738/assrj.116.17020

Keywords:

Brand Equity, Corporate Social Responsibility, Customer Commitment, Hotel, Ho Chi Minh City

Abstract

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.

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Published

2024-06-10

How to Cite

Thanh, P. T., Hac, L. D., & Dat, T. V. (2024). The Relationship between Corporate Social Responsibility of Hotels and Brand Equity in Ho Chi Minh City, the Mediating Role Of Customers . Advances in Social Sciences Research Journal, 11(6), 70–78. https://doi.org/10.14738/assrj.116.17020

Issue

Vol. 11 No. 6 (2024): Advances in Social Sciences Research Journal

Section

Articles

License

Copyright (c) 2024 Phung Tuan Thanh, Le Đinh Hac, Tran Van Dat

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