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CSR influence on hotel brand image and loyalty

Patricia Martínez (Faculty of Economics, University of Cantabria, Santander, Spain)
Andrea Pérez (Faculty of Economics, University of Cantabria, Santander, Spain)
Ignacio Rodríguez del Bosque (Faculty of Economics, University of Cantabria, Santander, Spain)

Academia Revista Latinoamericana de Administración

ISSN: 1012-8255

Article publication date: 29 July 2014

Abstract

Purpose

The purpose of this paper is to investigate the influence of corporate social responsibility (CSR) on brand image and loyalty in the hotel industry.

Design/methodology/approach

A reflective structural equations model was developed to test the research hypothesis. The study was tested using data collected from a sample of Spanish consumers who assessed the top ten Spanish hotel chains operating in the Latin American context.

Findings

The role of CSR as a tool to generate both functional and affective brand image, and loyalty was confirmed. CSR has a greater influence on the affective dimension of brand image, whereas functional image has a greater influence on brand loyalty. Furthermore, CSR can be seen as having a direct positive effect on brand loyalty.

Research limitations/implications

It is necessary to extend this study to other subsectors in the tourism industry and to other Latin American countries. Future research should measure CSR as a formative construct to provide a greater consensus regarding the measurement of this topic. Moreover, the inclusion of new variables in the model would increase its explanatory power.

Originality/value

The principal contribution of this paper is that it provides important insights into the development of efficient strategies to enhance brand image and loyalty through CSR. Findings from this study may be of importance for hotel managers and directors when developing more effective branding strategies.

Keywords

Acknowledgements

This research was funded by the FPU Scholarship Program provided by the Spanish Ministry of Education, Culture and Sports. The authors also thank the editor and the two anonymous reviewers for their helpful feedback and encouragement.

Citation

Martínez, P., Pérez, A. and del Bosque, I.R. (2014), "CSR influence on hotel brand image and loyalty", Academia Revista Latinoamericana de Administración, Vol. 27 No. 2, pp. 267-283. https://doi.org/10.1108/ARLA-12-2013-0190

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited