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August 27, 2024Social Responsibility Journal

Corporate social responsibility impact on customer-based brand equity in the Moroccan luxury hotel context: mediating role of customer value co-creation

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Authors

ZAZakaria AbbassOAOmar Benjelloun AndaloussiFRFatimazahra Rais

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Overview

Quantitative study shows CSR influences brand equity through value co-creation in luxury hotels.

Key Points

  • CSR significantly impacts brand image, perceived quality, and brand awareness, enhancing customer-based brand equity.
  • 204 luxury hotel guests in Morocco participated, showing notable effects on various CBBE dimensions.
  • Quantitative analysis utilizing partial least squares (PLS) highlights the mediating role of value co-creation in brand image and awareness but not loyalty effects through CSR.  This research emphasizes that integrating CSR in customer experiences can optimize brand equity.

Cite This Study

Abbass et al. (2024) studied this question.

synapsesocial.com/papers/68e5ab9cb6db643587545a85https://doi.org/10.1108/srj-12-2023-0717
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Also Consider

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  1. 1How social, environmental, and economic CSR affects consumer‐perceived value: Does perceived consumer effectiveness make a difference?2018 · 168 citations
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  3. 3When to use and how to report the results of PLS-SEM2018 · 26,597 citations
  4. 4CSR influence on hotel brand image and loyalty2014 · 201 citations