Reciprocal influence between corporate social responsibility and brand value in Peruvian restaurants
Keywords:
corporate social responsibility, brand value, restaurants, tourist restaurantsAbstract
Objective: to describe the reciprocal influences that occur between the evaluation that customers make of the CSR of restaurants in an area of high tourist attraction in Lima, Peru, and the VM that they attribute to those restaurants.
Materials and methods: a descriptive quantitative study was carried out, with a correlational scope and a transversal approach. Data collection was carried out through two surveys, one for corporate social responsibility and one for brand value. The sample was obtained through a stratified random sampling of 417 restaurant customers in an area of high tourist attraction in the city of Lima, Peru.
Results: statistically significant, positive and moderate correlations were observed between corporate social responsibility and brand value perceived by customers.
Conclusions: The importance and weight of the restaurant sector in the Peruvian economy demand a transition in the management of this sector towards sustainable development approaches. To achieve this, it is essential to monitor the reciprocal influences that occur between corporate social responsibility and the brand value of restaurants. There is a statistically significant reciprocal influence between corporate social responsibility and the brand value of the restaurants studied.
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