Beyond self‐interest: how altruistic values and human emotions drive brand advocacy in hospitality consumers through corporate social responsibility

Tourism and hospitality are at a critical crossroads that offer great economic potential but also pose significant challenges, including market complexity and intense competition. Recognizing consumers' pivotal role in achieving service excellence, this study emphasizes the importance to understand how corporate social responsibility (CSR) shapes their behavior, especially concerning brand advocacy behavior (BADB), a critical factor of service excellence. As a primary objective, this study seeks to bridge the existing literature gap on the relationship between CSR and BADB in the hospitality context of a developing country. Furthermore, the research expands its focus on how consumers' emotions and values mediate and moderate their BADB. This includes an examination of two mediating variables: brand admiration (BAD) and consumers' engagement (CENG), and altruistic values (ALVS) as a potential moderator. Through comprehensive data collection via a self‐administered questionnaire from hospitality consumers and the subsequent structural model analysis, the research provides compelling evidence that CSR positively influences BADB. Also, BAD and CENG are established as mediators, and ALVS is confirmed as a moderating factor. The practical implications are far‐reaching, suggesting that CSR efforts in the hospitality sector can significantly shape positive consumer psychology and bolster their advocacy intentions. These findings are vital for decision‐makers and practitioners seeking to improve their consumer engagement strategies and establish a competitive advantage. Further, this study illuminates a path towards a more sustainable and consumer‐centric approach in the hospitality industry.