Purpose

This study aims to examine the role of corporate social responsibility (CSR) in forming a brand image and word of mouth (WOM) in the hotel industry in India. This study proposed a framework for examining the influence of CSR activities on self-congruence and the brand attitudes and indirect effects on consumer brand image and WOM in the hospitality industry in India.

Design/methodology/approach

A self-administered questionnaire is used to collect the data from the hotel guests staying in four five-star hotels in the Delhi NCR. The structural equation modelling was used for the empirical data analysis using AMOS 23.0.

Findings

The findings suggest that CSR, directly and indirectly, influences the brand image and WOM. The present study confirms CSR’s indirect effects on brand image and WOM.

Originality/value

The findings from this study will help companies design customer-driven, socially responsible activities. In the context of hotels, a mechanism based on social exchange suggests that CSR activities signal to consumers that the hotel supports society’s well-being; thus, the customers feel obliged to reciprocate the action by having a positive WOM and brand image. Therefore, hotel firms benefit from their socially responsible activities by having a positive attitude, self-congruence and WOM.

中文翻译：

---

企业社会责任、品牌形象和口碑：多重中介分析

目的

本研究旨在探讨企业社会责任 (CSR) 在印度酒店业形成品牌形象和口碑 (WOM) 方面的作用。本研究提出了一个框架，用于研究企业社会责任活动对印度酒店业自我一致性和品牌态度的影响以及对消费者品牌形象和口碑的间接影响。

设计/方法论/途径

使用自填式问卷收集德里国家首都区四家五星级酒店入住酒店客人的数据。结构方程建模用于使用 AMOS 23.0 进行经验数据分析。

发现

研究结果表明，企业社会责任直接或间接影响品牌形象和口碑。本研究证实了企业社会责任对品牌形象和口碑的间接影响。

原创性/价值

这项研究的结果将帮助公司设计以客户为导向、对社会负责的活动。就酒店而言，基于社会交换的机制表明企业社会责任活动向消费者发出信号，表明酒店支持社会福祉；因此，顾客觉得有义务通过拥有积极的口碑和品牌形象来回报这一行为。因此，酒店企业通过积极的态度、自我一致性和口碑从其社会责任活动中受益。