The purpose of this paper is to investigate the influence of corporate social responsibility (CSR) on brand image and loyalty in the hotel industry.
A reflective structural equations model was developed to test the research hypothesis. The study was tested using data collected from a sample of Spanish consumers who assessed the top ten Spanish hotel chains operating in the Latin American context.
The role of CSR as a tool to generate both functional and affective brand image, and loyalty was confirmed. CSR has a greater influence on the affective dimension of brand image, whereas functional image has a greater influence on brand loyalty. Furthermore, CSR can be seen as having a direct positive effect on brand loyalty.
It is necessary to extend this study to other subsectors in the tourism industry and to other Latin American countries. Future research should measure CSR as a formative construct to provide a greater consensus regarding the measurement of this topic. Moreover, the inclusion of new variables in the model would increase its explanatory power.
The principal contribution of this paper is that it provides important insights into the development of efficient strategies to enhance brand image and loyalty through CSR. Findings from this study may be of importance for hotel managers and directors when developing more effective branding strategies.
