Enhancing Brand Reputation and Customer Citizenship Behaviour through Perceived Values in Hotel Industry: Role of CSR and Brand Credibility


  • Hashed Mabkhot Management Department, School of Business, King Faisal University. Al-Ahsa 31982, Saudi Arabia & Faculty of Business and Commerce, Amran University, Amran 9677, Yemen.
  • Shishi Kumar Piaralal Director, Open University Malaysia, Menara OUM, Block C, Kelana Centre Point, Kelana Jaya, Malaysia


Brand Credibility, Brand Reputation, Customer Citizenship Behaviour, CSR, Perceived Value.


Purpose: This research delves into the ramifications of Corporate Social Responsibility (CSR) on brand reputation and consumer citizenship conduct within the commercial enterprise domain of Saudi Arabia. The study examines the mediating influence of perceived value and the moderating impact of brand credibility, with the overarching objective of furnishing distinctive contextual insights into the manner in which CSR shapes consumer perceptions and behaviours in the Saudi Arabian context. Method: Employing a quantitative research approach, this investigation conducted a structured survey among 170 customers within the hotel industry in Saudi Arabia. Validated scales were utilized to assess CSR activities, perceived value, brand reputation, consumer citizenship behaviour, and brand credibility. The analytical techniques encompassed descriptive statistics, correlation analyses, and regression analysis, executed through SPSS, to elucidate patterns of association and discern the mediating and moderating roles. Findings: The research reveals a noteworthy and affirmative impact of CSR on both brand reputation and customer citizenship behaviour within the specific context of Saudi Arabia. The results indicate that the association between CSR, brand reputation, and customer citizenship behaviour is substantially mediated by perceived value. Furthermore, brand credibility emerges as a noteworthy moderator, offering substantive empirical contributions to the comprehension of CSR dynamics in the Saudi Arabian setting. Implications/Originality: Pragmatically, this investigation provides practical insights for businesses aiming to enhance their CSR strategies in Saudi Arabia, considering the mediating and moderating dimensions. The uniqueness of this study resides in its contextually tailored exploration, addressing lacunae within the existing literature and furnishing a comprehensive understanding of the impact of CSR on outcomes associated with the brand within the specific business milieu of Saudi Arabia.