Article2023

Beyond self‐interest : how altruistic values and human emotions drive brand advocacy in hospitality consumers through corporate social responsibility

Naveed Ahmad · Aqeel Ahmad · Irfan Siddique

61 citations0/0 files storedCorporate Social Responsibility and Environmental Management

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Abstract Tourism and hospitality are at a critical crossroads that offer great economic potential but also pose significant challenges, including market complexity and intense competition. Recognizing consumers' pivotal role in achieving service excellence, this study emphasizes the importance to understand how corporate social responsibility (CSR) shapes their behavior, especially concerning brand advocacy behavior (BADB), a critical factor of service excellence. As a primary objective, this study seeks to bridge the existing literature gap on the relationship between CSR and BADB in the hospitality context of a developing country. Furthermore, the research expands its focus on how consumers' emotions and values mediate and moderate their BADB. This includes an examination of two mediating variables: brand admiration (BAD) and consumers' engagement (CENG), and altruistic values (ALVS) as a potential moderator. Through comprehensive data collection via a self‐administered questionnaire from hospitality consumers and the subsequent structural model analysis, the research provides compelling evidence that CSR positively influences BADB. Also, BAD and CENG are established as mediators, and ALVS is confirmed as a moderating factor. The practical implications are far‐reaching, suggesting that CSR efforts in the hospitality sector can significantly shape positive consumer psychology and bolster their advocacy intentions. These findings are vital for decision‐makers and practitioners seeking to improve their consumer engagement strategies and establish a competitive advantage. Further, this study illuminates a path towards a more sustainable and consumer‐centric approach in the hospitality industry.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 61 citations exist upstream.

References

2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 1991Stewardship Theory or Agency Theory: CEO Governance and Shareholder Returns 2006Corporate Social Responsibility, Customer Satisfaction, and Market Value 2014Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation 2019How to Specify, Estimate, and Validate Higher-Order Constructs in PLS-SEM 1969Modern Factor Analysis 2016Customer engagement: the construct, antecedents, and consequences 2001The boundaries of strategic corporate social responsibility

Cited by

2024Charting new terrains: How CSR initiatives shape employee creativity and contribute to UN-SDGs in a knowledge-driven world 2024Elevated emotions, elevated ideas: the CSR-employee creativity nexus in hospitality 2024Eco-Chic stays: The influence of green communication on guest booking intentions 2025Emerging sustainability themes in the hospitality sector: A bibliometric analysis 2025Fostering eco-conscious tourists: How sustainable marketing drives green consumption behaviors

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.