Corporate social responsibility and brand love: attractiveness and authenticity

Purpose – This study, drawing on the attribution, attachment, and regret theories, examined the predictors of brand love. It also aimed to assess the mediating role of brand authenticity dimensions, i.e. brand continuity, brand credibility and brand naturalness, on the relationship between customer perception of hotel corporate social responsibility (CSR) initiatives and brand love. The moderating role of alternative attractiveness was also evaluated in relation to customer perception of hotel CSR initiatives and brand authenticity dimensions. Design/methodology/approach – The authors surveyed customers from hotels in different cities in Pakistan. To test the theoretical framework, partial least square-based structural equation modeling was used. Findings – The results confirm customer perception of hotel CSR initiatives as a predictor of brand love. The partial mediating role of brand naturalness and brand credibility was found between customer perception of hotel CSR initiatives and brand love, and no mediation of brand continuity was found. Alternative attractiveness negatively moderated the link between customer perception of hotel CSR initiatives, brand credibility and brand naturalness. However, alternative attractiveness did not moderate the relationship between customer perception of hotel CSR initiatives and brand continuity. Practical implications – Hospitality practitioners can enhance brand love by strategically communicating CSR initiatives to customers, prioritizing brand credibility and brand naturalness and considering the role of attractive alternatives. This knowledge empowers practitioners to make informed decisions that can significantly impact their brand’s success. Originality/value – This is the first study to explore the moderating role of alternative attractiveness on the relationship between customer perception of hotel CSR initiatives and brand authenticity dimensions. Equally, it is the first to investigate the mediating role of brand authenticity dimensions on the relationship between customer perception of hotel CSR initiatives and brand love.