The impact of Corporate social responsibility on Brand equity: A Study in the hotel service industry in Ho Chi Minh City: Theoretical basis and proposed research model

Abstract

Corporate Social Responsibility is an essential factor in business operations, with the state of Corporate Social Responsibility varying globally across countries and industries. Brand equity plays a crucial role in the sustainable development of an organization, reflecting its vision, values, and ethical standards, promoting positive social and environmental activities, and providing sustainable value products and services to customers. Although theoretical and empirical studies have demonstrated a direct relationship between Corporate Social Responsibility and brand equity, the indirect relationship and moderating factors between these two elements remain questionable. This study aims to systematize the theoretical basis and propose a research model to address this issue. Specifically, based on the Triple Bottom Line theory, the study identifies the components of Corporate Social Responsibility; based on the Hierarchical Impact Theory, the article outlines the direct impact of Corporate Social Responsibility on brand equity; based on the Social Exchange Theory, the study proposes two mediating variables Customer Trust and Customer Commitment; and based on the Co-Creation of Value Theory, the research discusses the moderating mechanism of Customer Engagement on the relationship between Corporate Social Responsibility and brand equity.