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Abstract: Corporate social responsibility is considered an important element in the development of brand equity. Extant research in this context is mainly focused on the relationship between this corporate philosophy and financial performance, overlooking its potential to develop competitive advantages through brand equity dimensions. The aim of this research is to explore the impact of socially responsible aspects on hotel brand equity. To test the proposed model personal surveys of hotel customers were conducted. A structural equation model was developed to test the research hypotheses. The findings show that corporate social responsibility has positive effects on brand image, perceived quality, brand awareness, and brand loyalty.
Fuente: International Journal of Hospitality & Tourism Administration, Volume 20, 2019 - Issue 3
Editorial: Taylor & Francis
Año de publicación: 2019
Nº de páginas: 25
Tipo de publicación: Artículo de Revista
Url de la publicación: https://doi.org/10.1080/15256480.2017.1397581
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ROSA PATRICIA MARTINEZ GARCIA DE LEANIZ