The Effects of Corporate Social Responsibility (CSR) on Brand Image in the Malaysian Hotel Industry: The Moderating Role of Brand Origin

Among the hospitality industry in Malaysia, the hotel industry is particularly regarded as a promising sector for boosting the national economy. As an increasing number of hotels are under development for the coming years, brand image will serve an essential role for the Malaysian hotels in achieving competitive advantage after the rapid growth. As corporate social responsibility (CSR) is regarded as a crucial factor in enhancing the firm's brand image, the current study examines the effect of CSR on brand image of the Malaysian hotels. Further, in order to investigate the relationship between CSR and brand image more comprehensively, the current study employs brand origin (i.e., local five-star hotels and international five-star hotels) as a moderating variable. Findings of the study are discussed with theoretical contribution to the literature related to CSR and brand image, as well as practical implications to hotels managers when practicing CSR initiatives.