Chapter 2: Role of CSR Advertising Campaigns in the Hotel Industry: ‘Responsible Luxury’ Campaign by ITC Hotels

Purpose: The purpose of this chapter is to identify the factors which influences consumers attitude towards CSR advertising campaigns in hotel industry and determine their relative strengths.

Methodology/study design/approach: EFA and multiple regression methods are used to identify the factors and examine the relationship on a sample of 290 from Delhi-NCR.

Research limitations/implications: This chapter exclusively focusses on the Delhi NCR region of India and the CSR advertising campaigns of ITC hotels restricting the study's ability to generalise the findings to other contexts within the hotel industry.

Social implications: This chapter aims to exert an influence on the perceptions of consumers and societal attitudes towards the practices of corporate social responsibility. It provides valuable insights into the wider implications that these practices have on sustainable business practices and the potential for social change and makes CSR communication more impactful to the targeted audience which in turn create a positive image of the advertised brand and how they are doing their CSR activities.

Findings: This chapter shows that informativeness belief is the strongest predicator and creativity is the weakest predicator of consumer's attitude towards CSR advertising campaigns in hotel industry.

Originality/Value: This chapter provides new insights into CSR advertising campaigns in hotel industry which are beneficial for both scholars and advertising practitioners to comprehend the effectiveness of CSR advertising campaigns.