現如今，在中國大陸旅館業蓬勃興起的同時競爭也越來越激烈。各品牌同級連鎖旅館所提供的商品和服務差異化小，使得顧客容易流失。本研究研究對象為中國大陸連鎖旅館，以顧客信任和品牌形象為中介變項，探討企業社會責任對顧客忠誠度的影響。
本研究的調查問卷以網路的形式發放，共回收有效問卷為309份。通過敘述性統計分析、因素分析、信效度分析及回歸分析等統計方法對樣本進行分析並驗證本研究之研究假設。研究結果顯示，企業社會責任對顧客忠誠度有正向顯著影響，且顧客信任和品牌形象對二者皆具有部分中介的效果。
本研究發現，在中國大陸連鎖旅館業中，企業社會責任可以很好的幫助連鎖旅館發展和維護顧客的忠誠度。本研究的研究結果對於中國大陸連鎖旅館公司如何與消費者建立牢固且持久的關係具有重要的意義。

In recent years, it is common to see that an increasing number of hotels are built in mainland China, which has ignited the competition in hotel industry. There is an excellent chance that customers are easy to lose. The reason is that the products and services provided by the same-level hotel chains of various brands are less differentiated. The object of this research is the hotel chain in mainland China, using Customer Trust and Brand Image as mediating variables to explore the effect of corporate social responsibility on customer loyalty.

The questionnaires in this study were distributed online, and a total of 309 valid questionnaires were collected. According to narrative statistical analysis, factor analysis, reliability and validity analysis, and regression analysis, the samples were analyzed and the hypothesis were verified. The research results show that Corporate Social Responsibility has a positive and significant impact on Customer Loyalty, and Customer Trust and Brand Image have a partial intermediary effect on both.

This study found that in the hotel chain industry in mainland China, corporate social responsibility can play a significant role in developing and maintaining customer loyalty. The results of this study are of great significance to how mainland China hotel chain companies can establish strong and lasting relationships with consumers.

參考文獻
中文文獻

肖鴻燚. (2006). 唐宋時期旅館業研究. 河南大學,
於文潔. (2018). 中檔連鎖酒店的品牌形象對消費者品牌態度的影響研究. 華南理工大學,
鄭向敏. (2000). 中國古代旅館流變: 中國旅遊敎育出版社.
周紅豔. (2017). 團購網站用戶體驗, 顧客信任和顧客忠誠的關係研究. 揚州大學,
何晓群. (2016). 现代统计分析方法与应用: 中国人民大学出版社.
温忠麟. (2014). 中介效应分析: 方法和模型发展. 心理科学进展22(5), 731-745.
李若凝.（2012）. 飯店管理. 機械工業出版社.
謝雨萍.（2005）. 酒店管理概論. 中國財經.
朱承強，楊瑜（2020）. 酒店管理概論. 中國人民大學.
周俊. (2017). 問卷數據分析: 破解 SPSS 的六類分析思路: 電子工業出版社.

參考網站

前瞻產業研究院（2020，8月4日）·2020年中國酒店行業發展現狀分析 酒店數量、市場規模增長速度放緩，取自
https://bg.qianzhan.com/report/detail/300/200804-16e7a480.html
中國飯店協會（2021,4月19日）· 全國酒店業整體連鎖化率，取自
http://www.chinahotel.org.cn/forward/enterSecondDary.do?id=b92ba90011ef4de3a786d86fbe161f20&contentId=9a7516d448f14983996df3b7fc50cc82
GRI Database（2020,4月1日）·分析全球近60,000本CSR報告數據，掌握各國永續報告之發展脈絡，取自
https://www.sustaihub.com/articles/blog/global-csr-report-data-analysis-2020/
在線漢語字典，取自
http://xh.5156edu.com/hzyb/a10769b52709c89538d.html
外文文獻

Aaker, D. A. (2012). Building strong brands: Simon and Schuster.
Aaker, J., Vohs, K. D., & Mogilner, C. J. J. o. C. R. (2010). Nonprofits are seen as warm and for-profits as competent: Firm stereotypes matter. 37(2), 224-237.
Abrams, F. W. J. H. B. R. (1951). Management's responsibilities in a complex world. 29(3), 29-34.
Acutt, N. J., Medina‐Ross, V., & O'Riordan, T. (2004). Perspectives on corporate social responsibility in the chemical sector: A comparative analysis of the Mexican and South African cases. Paper presented at the Natural Resources Forum.
Ahn, J., Shamim, A., & Park, J. (2021). Impacts of cruise industry corporate social responsibility reputation on customers’ loyalty: Mediating role of trust and identification. International Journal of Hospitality Management, 92. doi:10.1016/j.ijhm.2020.102706
Ahn, J., Wong, M. L., & Kwon, J. (2020). Different role of hotel CSR activities in the formation of customers’ brand loyalty. International Journal of Quality and Service Sciences, ahead-of-print(ahead-of-print). doi:10.1108/ijqss-02-2020-0028
An, M.-a., & Han, S.-L. J. J. o. B. R. (2020). Effects of experiential motivation and customer engagement on customer value creation: Analysis of psychological process in the experience-based retail environment. 120, 389-397.
Anas, A., Rashid, H. M. A., & Annuar, H. A. J. S. R. J. (2015). The effect of award on CSR disclosures in annual reports of Malaysian PLCs.
Andreoni, J. J. T. e. j. (1990). Impure altruism and donations to public goods: A theory of warm-glow giving. 100(401), 464-477.
Anselmsson, J., Bondesson, N. V., Johansson, U. J. J. o. P., & Management, B. (2014). Brand image and customers' willingness to pay a price premium for food brands.
Arould, E., & Thompson, C. J. J. o. C. R. (2005). Consumer Culture Theory: Twenty years of Reaserch. 31, 868-882.
Arrow, K. J. J. P. P. (1973). Social responsibility and economic efficiency. 21(3), 303-317.
Auger, P., Devinney, T. M., & Louviere, J. J. (2006). Using Best–Worst Scaling Methodology to Investigate Consumer Ethical Beliefs Across Countries. Journal of Business Ethics, 70(3), 299-326. doi:10.1007/s10551-006-9112-7
B. Carroll, A. (2015). Corporate Social Responsibility (CSR) is on a Sustainable Trajectory. Journal of Defense Management, 05(02). doi:10.4172/2167-0374.1000132
Baier, A. (1995). Moral prejudices: Essays on ethics: Harvard University Press.
Baker, M. A., Davis, E. A., & Weaver, P. A. (2013). Eco-friendly Attitudes, Barriers to Participation, and Differences in Behavior at Green Hotels. Cornell Hospitality Quarterly, 55(1), 89-99. doi:10.1177/1938965513504483
Ball, D., Simões Coelho, P., & Machás, A. (2004). The role of communication and trust in explaining customer loyalty. European Journal of Marketing, 38(9/10), 1272-1293. doi:10.1108/03090560410548979
Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53. doi:10.1016/j.jbusres.2005.01.001
Bibb, S., & Kourdi, J. (2004). Trust matters: For organisational and personal success: Springer.
Biel, A. L. J. B. e., & brands, a. A. s. r. i. b. s. (1993). Converting image into equity. 26(10), 67-81.
Biswas, A. J. J. o. B. R. (1992). The moderating role of brand familiarity in reference price perceptions. 25(3), 251-262.
Bohdanowicz, P., & Zientara, P. (2009). Hotel Companies' Contribution to Improving the Quality of Life of Local Communities and the Well-Being of Their Employees. Tourism and Hospitality Research, 9(2), 147-158. doi:10.1057/thr.2008.46
Bohdanowicz, P., Zientara, P., & Novotna, E. (2011). International hotel chains and environmental protection: an analysis of Hilton'swe care!programme (Europe, 2006–2008). Journal of Sustainable Tourism, 19(7), 797-816. doi:10.1080/09669582.2010.549566
Bowen, H. R., & Johnson, F. E. (1953). Social responsibility of the businessman: Harper.
Bowen, J. T., & Chen, S. L. J. I. j. o. c. h. m. (2001). The relationship between customer loyalty and customer satisfaction.
Bowen, J. T., Shoemaker, S. J. T. C. H., & Quarterly, R. A. (2003). Loyalty: A strategic commitment. 44(5-6), 31-46.
Brown, G. H. J. T. R. (1953). Brand Loyalty-fact of fiction. 43, 251.
Bullmore, J. J. I. J. o. A. (1984). The brand and its image re-visited. 3(3), 235-238.
Carroll, A. B. (2015). Corporate social responsibility: The centerpiece of competing and complementary frameworks. Organizational Dynamics, 44(2), 87–96.
Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of management review, 4(4), 497-505.
Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business horizons, 34(4), 39-48.
Carroll, A. B. (2004). Managing ethically with global stakeholders: A present and future challenge. Academy of Management Perspectives, 18(2), 114-120.
Carroll, A. B. (2016). Carroll’s pyramid of CSR: taking another look. International journal of corporate social responsibility, 1(1), 1-8.
Cha, M.-K., Yi, Y., & Bagozzi, R. P. (2015). Effects of Customer Participation in Corporate Social Responsibility (CSR) Programs on the CSR-Brand Fit and Brand Loyalty. Cornell Hospitality Quarterly, 57(3), 235-249. doi:10.1177/1938965515620679
Chan, E. S. W. (2010). Implementing Environmental Management Systems in Small- and Medium-Sized Hotels: Obstacles. Journal of Hospitality & Tourism Research, 35(1), 3-23. doi:10.1177/1096348010370857
Chandler, D., & Werther Jr, W. B. (2013). Strategic corporate social responsibility: Stakeholders, globalization, and sustainable value creation: Sage Publications.
Chaudhuri, A., & Holbrook, M. B. J. J. o. m. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. 65(2), 81-93.
Choi, B., & La, S. (2013). The impact of corporate social responsibility (CSR) and customer trust on the restoration of loyalty after service failure and recovery. Journal of Services Marketing, 27(3), 223-233. doi:10.1108/08876041311330717
Cialdini, R. B., & Goldstein, N. J. (2004). Social influence: compliance and conformity. Annu Rev Psychol, 55, 591-621. doi:10.1146/annurev.psych.55.090902.142015
Copeland, M. T. J. H. b. r. (1923). Relation of consumers' buying habits to marketing methods. 1(2), 282-289.
Crosby, L. A., Evans, K. R., & Cowles, D. J. J. o. m. (1990). Relationship quality in services selling: an interpersonal influence perspective. 54(3), 68-81.
Dahlsrud, A. (2008). How corporate social responsibility is defined: an analysis of 37 definitions. Corporate Social Responsibility and Environmental Management, 15(1), 1-13. doi:10.1002/csr.132
Darigan, K. H., & Post, J. E. J. J. o. c. c. (2009). Corporate citizenship in China: CSR challenges in the ‘Harmonious Society’. (35), 39-53.
Deegan, C. J. A., Auditing, & Journal, A. (2002). Introduction: The legitimising effect of social and environmental disclosures–a theoretical foundation.
del Blanco, R. M. Á., & Aaker, D. A. J. H. D. b. r. (1995). Estatura de la marca: medir el valor por productos y mercados. (69), 74-87.
Delgado‐Ballester, E. J. E. J. o. M. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis.
Deutsch, M. J. J. o. c. r. (1958). Trust and suspicion. 2(4), 265-279.
Dhillon, D. J. J. o. b., & management. (2013). Brand loyalty in hospitality sector in India: A case study of Indian hotels in Goa-Kerala. 9(3), 58-63.
Dick, A. S., & Basu, K. J. J. o. t. a. o. m. s. (1994). Customer loyalty: toward an integrated conceptual framework. 22(2), 99-113.
Dobni, D., & Zinkhan, G. M. J. A. N. A. A. (1990). In search of brand image: A foundation analysis.
Doney, P. M., & Cannon, J. P. J. J. o. m. (1997). An examination of the nature of trust in buyer–seller relationships. 61(2), 35-51.
Dong, S., Burritt, R., & Qian, W. (2014). Salient stakeholders in corporate social responsibility reporting by Chinese mining and minerals companies. Journal of Cleaner Production, 84, 59-69. doi:10.1016/j.jclepro.2014.01.012
Eichholtz, P., Kok, N., & Quigley, J. M. (2009). WHY COMPANIES RENT GREEN: CSR AND THE ROLE OF REAL ESTATE. Paper presented at the Academy of Management Proceedings.
Falck, O., & Heblich, S. (2007). Corporate social responsibility: Doing well by doing good. Business Horizons, 50(3), 247-254. doi:10.1016/j.bushor.2006.12.002
Font, X., & Lynes, J. (2018). Corporate social responsibility in tourism and hospitality. Journal of Sustainable Tourism, 26(7), 1027-1042. doi:10.1080/09669582.2018.1488856
Friedman, M. (2007). The social responsibility of business is to increase its profits. In Corporate ethics and corporate governance (pp. 173-178): Springer.
Frisou, J. J. R. e. A. e. M. (2000). Confiance interpersonnelle et engagement: une réorientation béhavioriste. 15(1), 63-80.
Ganesh, J., Arnold, M. J., & Reynolds, K. E. (2018). Understanding the Customer Base of Service Providers: An Examination of the Differences between Switchers and Stayers. Journal of Marketing, 64(3), 65-87. doi:10.1509/jmkg.64.3.65.18028
Gao, Y., & Mattila, A. S. (2014). Improving consumer satisfaction in green hotels: The roles of perceived warmth, perceived competence, and CSR motive. International Journal of Hospitality Management, 42, 20-31. doi:10.1016/j.ijhm.2014.06.003
García de Leaniz, P. M., & Rodríguez Del Bosque Rodríguez, I. (2014). Exploring the Antecedents of Hotel Customer Loyalty: A Social Identity Perspective. Journal of Hospitality Marketing & Management, 24(1), 1-23. doi:10.1080/19368623.2014.891961
Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6), 407-424. doi:10.1016/j.omega.2004.01.006
Green, T., & Peloza, J. J. J. o. c. m. (2011). How does corporate social responsibility create value for consumers?
Gremler, D. D., & Brown, S. W. J. A. s. q. A. g. p. (1996). Service loyalty: its nature, importance, and implications. 5(1), 171-181.
Griffin, J. (1995). Customer loyalty: Esensi.
Gürlek, M., Düzgün, E., & Meydan Uygur, S. (2017). How does corporate social responsibility create customer loyalty? The role of corporate image. Social Responsibility Journal, 13(3), 409-427. doi:10.1108/srj-10-2016-0177
Gurviez, P., & Korchia, M. J. R. e. A. e. M. (2002). Proposition d'une échelle de mesure multidimensionnelle de la confiance dans la marque. 17(3), 41-61.
Hamann, R. J. D. S. A. (2003). Mining companies' role in sustainable development: The'why'and'how'of corporate social responsibility from a business perspective. 20(2), 237-254.
Han, H., Back, K.-J. J. J. o. H., & Research, T. (2008). Relationships among image congruence, consumption emotions, and customer loyalty in the lodging industry. 32(4), 467-490.
Han, H., Kim, Y., & Kim, E.-K. (2011). Cognitive, affective, conative, and action loyalty: Testing the impact of inertia. International Journal of Hospitality Management, 30(4), 1008-1019. doi:10.1016/j.ijhm.2011.03.006
Harris, L. C., & Goode, M. M. H. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of Retailing, 80(2), 139-158. doi:10.1016/j.jretai.2004.04.002
Hart, A. E., & Rosenberger III, P. J. J. A. M. J. (2004). The effect of corporate image in the formation of customer loyalty: An Australian replication. 12(3), 88-96.
Hatch, M. J., & Schultz, M. J. e. J. o. m. (2003). Bringing the corporation into corporate branding.
He, H., & Li, Y. (2010). CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality. Journal of Business Ethics, 100(4), 673-688. doi:10.1007/s10551-010-0703-y
He, Y., & Lai, K. K. (2012). The effect of corporate social responsibility on brand loyalty: the mediating role of brand image. Total Quality Management & Business Excellence, 25(3-4), 249-263. doi:10.1080/14783363.2012.661138
Heung, V. C., Mok, C., & Kwan, A. J. A. J. o. H. M. (1996). Brand loyalty in hotels: an exploratory study of overseas visitors to Hong Kong. 3(1), 1-11.
Heung, V. C., & Wong, M. J. J. o. V. M. (1997). Hotel service quality in Hong Kong: A study of tourists' expectations. 3(3), 264-271.
Higgins-Desbiolles, F. J. T. G. (2020). Socialising tourism for social and ecological justice after COVID-19. 22(3), 610-623.
Hoeffler, S., Keller, K. L. J. J. o. P. P., & Marketing. (2002). Building brand equity through corporate societal marketing. 21(1), 78-89.
Hosmer, L. T. J. S. m. j. (1994). Strategic planning as if ethics mattered. 15(S2), 17-34.
Huang, H., & Zhao, Z. (2016). The influence of political connection on corporate social responsibility——evidence from Listed private companies in China. International Journal of Corporate Social Responsibility, 1(1). doi:10.1186/s40991-016-0007-3
Ilkhanizadeh, S., & Karatepe, O. M. (2017). An examination of the consequences of corporate social responsibility in the airline industry: Work engagement, career satisfaction, and voice behavior. Journal of Air Transport Management, 59, 8-17. doi:10.1016/j.jairtraman.2016.11.002
Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management.
Jacoby, J., & Kyner, D. B. J. J. o. M. r. (1973). Brand loyalty vs. repeat purchasing behavior. 10(1), 1-9.
Jenkins, H., & Obara, L. (2006). Corporate Social Responsibility (CSR) in the mining industry–the risk of community dependency. Paper presented at the Corporate Responsibility Research Conference, Dublin.
Johnson, H. L. (1971). Business in contemporary society: Framework and issues: Wadsworth Publishing Company.
Jones, T. O., & Sasser, W. E. J. H. b. r. (1995). Why satisfied customers defect. 73(6), 88-&.
Kahneman, D., Knetsch, J. L. J. J. o. e. e., & management. (1992). Valuing public goods: the purchase of moral satisfaction. 22(1), 57-70.
Kandampully, J., Suhartanto, D. J. J. o. H., & Marketing, L. (2003). The role of customer satisfaction and image in gaining customer loyalty in the hotel industry. 10(1-2), 3-25.
Kang, G. D., & James, J. J. M. S. Q. A. I. J. (2004). Service quality dimensions: an examination of Grönroos’s service quality model.
Kang, K. H., Lee, S., & Huh, C. (2010). Impacts of positive and negative corporate social responsibility activities on company performance in the hospitality industry. International Journal of Hospitality Management, 29(1), 72-82. doi:10.1016/j.ijhm.2009.05.006
Kantsperger, R., & Kunz, W. H. J. M. S. Q. A. I. J. (2010). Consumer trust in service companies: a multiple mediating analysis.
Keller, K. L. J. J. o. m. (1993). Conceptualizing, measuring, and managing customer-based brand equity. 57(1), 1-22.
Kennedy, S. H. J. E. J. o. m. (1977). Nurturing corporate images.
Kim, E., & Ham, S. (2016). Restaurants’ disclosure of nutritional information as a corporate social responsibility initiative: Customers’ attitudinal and behavioral responses. International Journal of Hospitality Management, 55, 96-106. doi:10.1016/j.ijhm.2016.02.002
Kim, H. L., Rhou, Y., Uysal, M., & Kwon, N. (2017). An examination of the links between corporate social responsibility (CSR) and its internal consequences. International Journal of Hospitality Management, 61, 26-34. doi:10.1016/j.ijhm.2016.10.011
Kirk, D. J. I. j. o. c. h. m. (1995). Environmental management in hotels.
Klein, J., & Dawar, N. J. I. J. o. r. i. M. (2004). Corporate social responsibility and consumers' attributions and brand evaluations in a product–harm crisis. 21(3), 203-217.
Kucukusta, D., Mak, A., & Chan, X. J. I. J. o. H. M. (2013). Corporate social responsibility practices in four and five-star hotels: Perspectives from Hong Kong visitors. 34, 19-30.
Kucukusta, D., Perelygina, M., & Lam, W. S. (2019). CSR communication strategies and stakeholder engagement of upscale hotels in social media. International Journal of Contemporary Hospitality Management, 31(5), 2129-2148. doi:10.1108/ijchm-06-2018-0484
Kumar, N., Scheer, L. K., & Steenkamp, J.-B. E. J. J. o. m. r. (1995). The effects of perceived interdependence on dealer attitudes. 32(3), 348-356.
Lahap, J., Isa, S., Said, N., Rose, K., Saber, J. J. T., hospitality, p. i., & research, t. (2015). An examination of current compensation and performance appraisal practice among hotel employers in Malaysia: A preliminary study. 9-14.
Lahap, J., Ramli, N. S., Said, N. M., Radzi, S. M., Zain, R. A. J. P.-S., & Sciences, B. (2016). A study of brand image towards customer's satisfaction in the Malaysian hotel industry. 224, 149-157.
Lantos, G. P. J. J. o. c. m. (2001). The boundaries of strategic corporate social responsibility.
Latapí Agudelo, M. A., Jóhannsdóttir, L., & Davídsdóttir, B. (2019). A literature review of the history and evolution of corporate social responsibility. International Journal of Corporate Social Responsibility, 4(1). doi:10.1186/s40991-018-0039-y
Latif, K. F., Pérez, A., & Sahibzada, U. F. J. I. J. o. H. M. (2020). Corporate social responsibility (CSR) and customer loyalty in the hotel industry: A cross-country study. 89, 102565.
Lau, G. T., & Lee, S. H. J. J. o. M.-F. M. (1999). Consumers' trust in a brand and the link to brand loyalty. 4(4), 341-370.
Lee, M. K., & Turban, E. J. I. J. o. e. c. (2001). A trust model for consumer internet shopping. 6(1), 75-91.
Lee, S., & Park, S.-Y. (2009). Financial Impacts of Socially Responsible Activities on Airline Companies. Journal of Hospitality & Tourism Research, 34(2), 185-203. doi:10.1177/1096348009349822
Levy, S. J. J. H. b. r. (1959). Symbols for sale.
Li, Y., Fu, H., & Huang, S. (2015). Does conspicuous decoration style influence customer's intention to purchase? The moderating effect of CSR practices. International Journal of Hospitality Management, 51, 19-29. doi:10.1016/j.ijhm.2015.08.008
Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. J. J. o. m. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. 68(4), 16-32.
Liu, M. T., Liu, Y., Mo, Z., Zhao, Z., & Zhu, Z. (2019). How CSR influences customer behavioural loyalty in the Chinese hotel industry. Asia Pacific Journal of Marketing and Logistics, 32(1), 1-22. doi:10.1108/apjml-04-2018-0160
Liu, M. T., Wong, I. A., Tseng, T.-H., Chang, A. W.-Y., & Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192-202. doi:10.1016/j.jbusres.2017.06.014
Loosemore, M., Lim, B., Ling, F., & Zeng, H. J. J. o. c. p. (2018). A comparison of corporate social responsibility practices in the Singapore, Australia and New Zealand construction industries. 190, 149-159.
Lu, J., Ren, L., Zhang, C., Rong, D., Ahmed, R. R., & Streimikis, J. (2020). Modified Carroll’s pyramid of corporate social responsibility to enhance organizational performance of SMEs industry. Journal of Cleaner Production, 271. doi:10.1016/j.jclepro.2020.122456
Luhmann, N. (2018). Trust and power: John Wiley & Sons.
Luo, X., & Bhattacharya, C. B. J. J. o. m. (2006). Corporate social responsibility, customer satisfaction, and market value. 70(4), 1-18.
Mackenzie, M., & Peters, M. (2012). Hospitality Managers' Perception of Corporate Social Responsibility: An Explorative Study. Asia Pacific Journal of Tourism Research, 19(3), 257-272. doi:10.1080/10941665.2012.742915
Maignan, I., Ferrell, O. C., & Hult, G. T. M. J. j. o. t. A. o. M. S. (1999). Corporate citizenship: Cultural antecedents and business benefits. 27(4), 455-469.
Marin, L., Ruiz, S., & Rubio, A. (2008). The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior. Journal of Business Ethics, 84(1), 65-78. doi:10.1007/s10551-008-9673-8
Marin, L., Ruiz, S., & Rubio, A. J. J. o. b. e. (2009). The role of identity salience in the effects of corporate social responsibility on consumer behavior. 84(1), 65-78.
Martínez, P., Pérez, A., & del Bosque, I. R. (2014). CSR influence on hotel brand image and loyalty. Academia Revista Latinoamericana de Administración, 27(2), 267-283. doi:10.1108/arla-12-2013-0190
Martínez, P., & Rodríguez del Bosque, I. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89-99. doi:10.1016/j.ijhm.2013.05.009
Mason, D. D. M., Tideswell, C., & Roberts, E. (2016). Guest Perceptions of Hotel Loyalty. Journal of Hospitality & Tourism Research, 30(2), 191-206. doi:10.1177/1096348006286364
Mayer, R. C., Davis, J. H., & Schoorman, F. D. J. A. o. m. r. (1995). An integrative model of organizational trust. 20(3), 709-734.
Morgan, R. M., & Hunt, S. D. J. J. o. m. (1994). The commitment-trust theory of relationship marketing. 58(3), 20-38.
Mulligan, T. J. J. o. B. E. (1986). A critique of Milton Friedman's essay ‘the social responsibility of business is to increase its profits’. 5(4), 265-269.
Nemec Rudež, H. J. T., & Management, H. (2010). Integration of corporate social responsibility into loyalty programs in the tourism industry. 16(1), 101-108.
Nöth, W. J. I. J. o. R. i. M. (1988). The language of commodities Groundwork for a semiotics of consumer goods. 4(3), 173-186.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. J. H. r. m. (1991). Perceived service quality as a customer‐based performance measure: An empirical examination of organizational barriers using an extended service quality model. 30(3), 335-364.
Park, C. W., Jaworski, B. J., & MacInnis, D. J. J. J. o. m. (1986). Strategic brand concept-image management. 50(4), 135-145.
Park, E., & Kim, K. J. (2018). What drives “customer loyalty”? The role of corporate social responsibility. Sustainable Development, 27(3), 304-311. doi:10.1002/sd.1901
Park, J.-W., Robertson, R., & Wu, C.-L. (2004). The effect of airline service quality on passengers’ behavioural intentions: a Korean case study. Journal of Air Transport Management, 10(6), 435-439. doi:10.1016/j.jairtraman.2004.06.001
Park, S.-Y., & E. Levy, S. (2014). Corporate social responsibility: perspectives of hotel frontline employees. International Journal of Contemporary Hospitality Management, 26(3), 332-348. doi:10.1108/ijchm-01-2013-0034
Pérez, A., del Mar García de los Salmones, M., & Rodríguez del Bosque, I. (2013). The effect of corporate associations on consumer behaviour. European Journal of Marketing, 47(1/2), 218-238. doi:10.1108/03090561311285529
Pérez, A., & Rodríguez del Bosque, I. (2015). Corporate social responsibility and customer loyalty: exploring the role of identification, satisfaction and type of company. Journal of Services Marketing, 29(1), 15-25. doi:10.1108/jsm-10-2013-0272
Pivato, S., Misani, N., & Tencati, A. J. B. e. A. E. r. (2008). The impact of corporate social responsibility on consumer trust: the case of organic food. 17(1), 3-12.
Pohlman, A., & Mudd, S. J. J. o. A. P. (1973). Market image as a function of consumer group and product type: A quantitative approach. 57(2), 167.
Porter, M. E., & Kramer, M. R. (2019). Creating shared value. In Managing sustainable business (pp. 323-346): Springer.
Porter, M. E., & Kramer, M. R. J. H. b. r. (2006). The link between competitive advantage and corporate social responsibility. 84(12), 78-92.
Porter, M. E., & Kramer, M. R. J. J. a. h. h. o. t.-b.-i.-c.-v. (2011). Creating shared value: Harvard Business Review.
Rahman, I., Park, J., & Chi, C. G.-q. (2015). Consequences of “greenwashing”. International Journal of Contemporary Hospitality Management, 27(6), 1054-1081. doi:10.1108/ijchm-04-2014-0202
Ramasamy, B., & Yeung, M. (2008). Chinese Consumers’ Perception of Corporate Social Responsibility (CSR). Journal of Business Ethics, 88(S1), 119-132. doi:10.1007/s10551-008-9825-x
Rashid, N. R. N. A., Khalid, S. A., & Rahman, N. I. A. (2015). Environmental Corporate Social Responsibility (ECSR): Exploring its Influence on Customer Loyalty. Procedia Economics and Finance, 31, 705-713. doi:10.1016/s2212-5671(15)01159-4
Reichheld, F. F., & Sasser, W. E. J. H. b. r. (1990). Zero defeofions: Quoliiy comes to services. 68(5), 105-111.
Reichheld, F. F., & Schefter, P. J. H. b. r. (2000). E-loyalty: your secret weapon on the web. 78(4), 105-113.
Reichheld, F. F., & Teal, T. J. H. B. S. P., Boston. (1996). The loyalty effect: The hidden force behind growth, profits and lasting.
Ricks, J. M. J. J. o. C. M. (2005). An assessment of strategic corporate philanthropy on perceptions of brand equity variables.
Robinot, E., & Giannelloni, J. L. (2010). Do hotels' “green” attributes contribute to customer satisfaction? Journal of Services Marketing, 24(2), 157-169. doi:10.1108/08876041011031127
Roman, K. (2010). The king of Madison Avenue: David Ogilvy and the making of modern advertising: St. Martin's Press.
Román, S. (2003). The Impact of Ethical Sales Behaviour on Customer Satisfaction, Trust and Loyalty to the Company: An Empirical Study in the Financial Services Industry. Journal of Marketing Management, 19(9-10), 915-939. doi:10.1080/0267257x.2003.9728245
Rosalind Jenkins, N., & Karanikola, I. (2014). Do hotel companies communicate their environmental policies and practices more than independent hotels in Dubai, UAE? Worldwide Hospitality and Tourism Themes, 6(4), 362-380. doi:10.1108/whatt-01-2014-0003
Rust, C., O’Donovan, B., & Price, M. (2005). A social constructivist assessment process model: how the research literature shows us this could be best practice. Assessment & Evaluation in Higher Education, 30(3), 231-240. doi:10.1080/02602930500063819
Salaberria, K., Rodríguez, S., & Cruz, S. J. O. (2007). Percepción de la imagen corporal. 8(2), 171-183.
Salmones, M. d. M. G. d. l., Crespo, A. H., & Bosque, I. R. d. (2005). Influence of Corporate Social Responsibility on Loyalty and Valuation of Services. Journal of Business Ethics, 61(4), 369-385. doi:10.1007/s10551-005-5841-2
Sasse, C. M., & Trahan, R. T. (2007). Rethinking the new corporate philanthropy. Business Horizons, 50(1), 29-38. doi:10.1016/j.bushor.2006.05.002
Schwartz, M. S., & Carroll, A. B. J. B. e. q. (2003). Corporate social responsibility: A three-domain approach. 503-530.
Shastri, K., & Sirodom, K. J. P.-B. F. J. (1995). An empirical test of the BS and CSR valuation models for warrants listed in Thailand. 3(4), 465-483.
Shaw, B. J. J. o. B. E. (1988). A reply to Thomas Mulligan's “critique of Milton Friedman's essay ‘The Social Responsibility of Business to Increase Its Profits’”. 7(7), 537-543.
Shoemaker, S., & Lewis, R. C. J. I. j. o. h. m. (1999). Customer loyalty: the future of hospitality marketing. 18(4), 345-370.
Singh, J., & Del Bosque, I. R. J. J. o. B. E. (2008). Understanding corporate social responsibility and product perceptions in consumer markets: A cross-cultural evaluation. 80(3), 597-611.
Sirgy, M. J. J. J. o. c. r. (1982). Self-concept in consumer behavior: A critical review. 9(3), 287-300.
Sirieix, L., & Dubois, P.-L. J. R. e. A. e. M. (1999). Vers un modèle qualité-satisfaction intégrant la confiance? , 14(3), 1-22.
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2013). The influence of customer brand identification on hotel brand evaluation and loyalty development. International Journal of Hospitality Management, 34, 31-41. doi:10.1016/j.ijhm.2013.02.002
Swaen, V., & Chumpitaz, R. C. J. R. e. A. e. M. (2008). Impact of corporate social responsibility on consumer trust. 23(4), 7-34.
Tepeci, M. J. I. j. o. c. h. M. (1999). Increasing brand loyalty in the hospitality industry.
Tilt, C. A. (2016). Corporate social responsibility research: the importance of context. International Journal of Corporate Social Responsibility, 1(1). doi:10.1186/s40991-016-0003-7
Watson, B. J. C. R. (2017). The troubling evolution of corporate greenwashing. (129), 38-40.
Werther, W. B., & Chandler, D. (2005). Strategic corporate social responsibility as global brand insurance. Business Horizons, 48(4), 317-324. doi:10.1016/j.bushor.2004.11.009
White, D. S., Griffith, D. A. J. M. I., & Planning. (1997). Combining corporate and marketing strategy for global competitiveness.
Wu, L. J. I. J. o. I. M. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. 33(1), 166-176.
Xie, C., Bagozzi, R. P., & Grønhaug, K. (2014). The role of moral emotions and individual differences in consumer responses to corporate green and non-green actions. Journal of the Academy of Marketing Science, 43(3), 333-356. doi:10.1007/s11747-014-0394-5
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. J. S. M. (1996). The gaps model of service quality. 37-49.
Zucker, L. G. J. R. i. o. b. (1986). Production of trust: Institutional sources of economic structure, 1840–1920.