ISSN: 2222-6990
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CSR can be seen as both an investment and marketing strategy for an organization. Connecting with today’s customer is harder than ever. CSR can help boost an organizations’ image and perception whilst relatively increasing brand image and recognition. The purpose of this research is to illustrate the importance of Corporate Social Responsibility (CSR) and its effect on hotels in Malaysia. This study explored the relationship between Corporate Identity Management comprises of Mission & Value Dissemination (MVD), Consistent Image Implementation (CII), Visual Identity Implementation (VII), Corporate Social Responsibility (CSR) and Corporate Image Attractiveness (CIA). The study also investigated the role of the CSR integration in the linkage between CIM and Corporate Image Attractiveness. From an analysis of usable data from 80 city hotels, this study found that Mission & Value Dissemination (MVD) and Corporate Social Responsibility influenced directly the Corporate Image of Hotels. The integration of the CSR did not seem to moderate the influence of MVD, CII, VII on hotels’ Corporate Image Attractiveness (CIA). The study findings showed that CIA has a direct influence on Corporate Performance (CP). The profiles of hotels located in Klang Valley, Malaysia constructed using characteristics in terms of its size, age in operations, hotel class, no. of employees, percentage employees experienced in marketing, estimated no. of customers in a month and active marketing/ business plan, which can be used for the future research. The output of the research is used in developing the framework of recommendations for CSR implementation and its usefulness.
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In-Text Citation: (Abd Aziz, 2020)
To Cite this Article: Abd Aziz, N. (2020). The Impact of Corporate Social Responsibility and Coprorate Identity Management on Image and Performance: The Case of City Hotels in Klang Valley, Malaysia. International Journal of Academic Research in Business and Social Sciences. 10(10), 662-681.
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