Integrating corporate identity, social responsibility, and reputation: A triadic framework for sustainable branding in hospitality & tourism

Abstract

Previous studies have explored the impact of corporate identity (CI), corporate social responsibility (CSR), and corporate reputation (CR), but they have largely overlooked the effects of inconsistent CSR strategies on unexpected outcomes among hospitality employees. To address this gap, this study examines the interplay among CI, CSR, and CR within the hospitality industry. Adopting a multidisciplinary approach, the research reviews the literature from marketing, design, organizational studies, and management. It then employs qualitative methods, including interviews with managers and focus groups with employees, supplemented by a survey conducted among hospitality and tourism employees in the UK, Malaysia, and Iran. The findings reveal 20 critical CI factors across corporate communication, visual identity, and management behavior, demonstrating that CI influences CSR and CR. This study introduces a triadic framework that integrates CI, CSR, and CR, offering a holistic perspective essential for sustainable branding in hospitality