This study examines the impact of Corporate Social Responsibility (CSR) practices on branding and customer satisfaction in DOT-accredited hotels in Bulacan, Philippines. Using a descriptive-correlational design, it evaluates CSR dimensions – economic, legal, ethical, and discretionary responsibilities – and their influence on brand satisfaction and customer experiences.

Findings reveal that CSR significantly affects branding and customer satisfaction, with economic and ethical responsibilities exerting the greatest influence. Notable improvements in brand satisfaction (F = 10.564; p < 0.05) and customer satisfaction (F = 99.603; p < 0.05) were observed for each unit increase in CSR dimensions, highlighting CSR’s pivotal role in fostering loyalty and competitive advantage.

The study underscores the dual benefits of CSR in driving profitability and societal well-being, advocating for the integration of socially responsible initiatives into strategic frameworks. Continuous enhancement of CSR, supported by employee training and adherence to global best practices, is recommended to sustain these positive outcomes.

This research provides empirical evidence linking CSR to branding and customer satisfaction, offering actionable insights for industry leaders and policymakers. It emphasizes CSR’s critical role in enhancing brand equity and fostering sustainable growth in the hospitality sector.

Keywords: Corporate Social Responsibility, Branding, Customer Satisfaction, Hospitality Industry.

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