The COVID-19 pandemic undesirably affected the hospitality industry, and therefore, preventive measures have been advocated as crucial when revitalizing or rejuvenating the industry. This study investigated the interplay of predicting role of COVID-19 preventive measures, perceived brand ethicality, and brand legitimacy in the hospitality industry in Tanzania during the period of reviving the industry. Furthermore, the study examines the mediating role of perceived brand ethicality in the relationship between COVID-19 preventive measures and brand legitimacy. Data were collected from a total of 405 customers of hospitality organizations recruited via an on-site survey. Data analyses were done using structural equation modeling. Overall, the results have shown that COVID-19 preventive measures had a direct positive effect on brand legitimacy. Additionally, COVID-19 preventive measures could enhance brand legitimacy indirectly via perceived brand ethicality. The study has significant implications for different hospitality organizations and operators in Tanzania and other countries during post the COVID-19 period.
Purpose
The purpose of this study is to examine the influence of internal corporate social responsibility (CSR) towards university brand legitimacy (UBRL) with the mediation effect of university brand perceived ethicality in the higher education sector in Tanzania.
Design/methodology/approach
The study collected data from 399 employees of two universities through a cross-sectional survey research design. The data were analyzed using structural equation modelling.
Findings
The findings of this study suggest that internal CSR influences UBRL when mediated with university brand perceived ethicality.
Research limitations/implications
A cross-sectional survey research involving self-administered questionnaire was used. Therefore, the generalization of the findings should be made with caution.
Practical implications
Higher education institutions should invest in ethical management practices that consider internal CSR to ensure employees as legitimacy-granting constituents motivated to grant legitimacy to the university brand.
Originality/value
This study is among initial endeavors to examine internal CSR as a driver of UBRL in the higher education domain context.
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