The effects of corporate social responsibility (CSR) initiatives on brand image, brand prestige, and behavioral intention

This study aims to verify the effects of hotel corporate social responsibility (CSR) initiatives on perceived brand image, brand prestige, and customer behavioral intention. The research questions are outlined below. (1) What effect does hotel CSR initiatives have on brand image as perceived by customers? (2) What effect does corporate brand image have on brand prestige and customer behavioral intention? (3) What effect does the prestige of corporate brands have on customer behavioral intention? To answer these three questions, CSR initiatives were divided into four activities based on literature review, and hypotheses were developed to determine their effects on brand image, brand prestige, and behavioral intention. A total of 332 completed questionnaires were used to test the hypotheses. Of the seven hypotheses, six were accepted and one was rejected. Specifically, most of the sub factors of organizational social responsibility activities had significant positive effects on brand and customer behavioral intention. Theoretical and practical implications of the findings are further discussed in the conclusion section.