The Relationship between Corporation Social Responsibly and Brand Value from the Employee's View: case study of SMEs in Hospitality in Ho Chi Minh City, Vietnam

Abstract

Strengthening corporate social responsibility (CSR) activities is crucial for enhancing a business's BV. The purpose of this study is to investigate the relationship between corporate social responsibility (CSR) and the BV of small and medium enterprises (SMEs) in the hospitality of Ho Chi Minh City (HCMC), Vietnam from the employee's view. A quantitative research method was used by the authors in this study. Based on an overview of previous studies, secondary data was synthesized, and a survey questionnaire was developed. The questionnaire was distributed to leaders of SMEs in hospitality and the primary data was formed. A total of 217 respondents. After using a linear regression analysis tool, the results of primary data analysis show that five cognitive aspects of CSR affect Brand Value including Community, Customers, Employees, Legal and ethical, and Shareholders. The study aims to provide insights and recommendations on CSR activities and brand equity.