The importance of CSR on corporate reputation : A case study of the hotel industry

Master's thesis in Business administration (BE501) In the last decades, corporate reputation has beengiven more attention than before (Pruzan, 2001). This is because it is essential for a company’s survival, and additionally, a good corporate reputation will bring along benefits (Fombrun, 2018; Resnick, 2004). Research suggests that the strongest determinant of corporate reputation is corporate social responsibility (Esen, 2013).Accordingly, the study seeks to investigate the relationship between corporate social responsibility and corporate reputation amongst two hotels from a management perspective. The research question of this thesis was “Is CSR instrumental for corporate reputation?”, …