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

Le Quoc Hong Thi (), Tran Thu Huong (), Do Duy Khuong () and Nguyen Thi Diem Trang ()
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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

A chapter in Proceedings of the 8th International Conference on Corporate Social Responsibility and Sustainable Development, 2026, pp 311-332 from Springer

Abstract: 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.

Keywords: Social responsibility of employees; 4–5 star hotel; Ethical empathy; Corporate culture; Intention to become an internal brand ambassador (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-981-95-4200-0_18

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