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

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.