A study of customers' attitudinal and behavioral intentions toward lodging companies' corporate social responsibility initiatives
Year: 2010
Type: dissertation
Study design: Observational Study
Abstract: Scope and Method of Study: Despite the increasing interest in corporate social responsibility (CSR) marketing practices, the role of CSR has been explored very little in the area of hospitality marketing. The main purpose of the study was to propose and assess a theoretical model on the effects of hotels' CSR associations and corporate ability (CA) associations on customer-company identification, customers' corporate evaluation, and customers' purchase intention. In addition, moderating roles of CSR support and CSR attribution of individual customers were tested. E-mail invitations were sent to a sample population of university students and an on-line survey was conducted. A total of 683 responses were analyzed using confirmatory factor analysis, structural equation modeling, and hierarchical regression analysis methods.
Author: Sun-A Lee
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1716687786