IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-981-95-4200-0_18.html

Research on the Impact of Social Responsibility on the Intention of Internal Brand Ambassadors Among Employees of 4–5 Star Hotels in Ho Chi Minh City: The Mediating Role of Moral Empathy

In: Proceedings of the 8th International Conference on Corporate Social Responsibility and Sustainable Development

Author

Listed:
  • Le Quoc Hong Thi

    (Sai Gon University)

  • Tran Thu Huong

    (Dong Nai Technology University, Faculty of Economics and Management)

  • Do Duy Khuong

    (Thuyloi University—Southern Campus)

  • Nguyen Thi Diem Trang

    (Thuyloi University—Southern Campus)

Abstract

The social responsibility of employees within the 4–5 star hotel sector in Ho Chi Minh City is pivotal for enhancing customer experience and fostering a sustainable brand image. Employees who actively engage in social responsibility initiatives not only strengthen customer relations but also contribute to community development and environmental conservation, thereby establishing a long-term competitive advantage for businesses. This study examines the social responsibility of employees in the 4–5 star hotel industry in Ho Chi Minh City to explore the interrelationship between employee social responsibility, ethical empathy, and the intention of employees to serve as internal brand ambassadors. Data were collected from 360 hotel employees using a survey. Partial least squares structural equation modeling (PLS-SEM) was employed to test the hypotheses. The findings indicate that employee social responsibility positively influences ethical empathy and intention to become an internal brand ambassador. Ethical empathy serves as a mediating factor in this relationship, whereas organizational culture exerts a moderating effect. This study offers managerial recommendations to enhance ethical empathy among employees, thereby contributing to the improvement of brand image and establishment of a sustainable working environment.

Suggested Citation

  • Le Quoc Hong Thi & Tran Thu Huong & Do Duy Khuong & Nguyen Thi Diem Trang, 2026. "Research on the Impact of Social Responsibility on the Intention of Internal Brand Ambassadors Among Employees of 4–5 Star Hotels in Ho Chi Minh City: The Mediating Role of Moral Empathy," Springer Proceedings in Business and Economics, in: Vikas Kumar & Tuan Hung Vu & Pooja Nanda & Suddin Lada (ed.), Proceedings of the 8th International Conference on Corporate Social Responsibility and Sustainable Development, pages 311-332, Springer.
    • Handle: RePEc:spr:prbchp:978-981-95-4200-0_18
    DOI: 10.1007/978-981-95-4200-0_18
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-981-95-4200-0_18. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.