Objective:

To describe the relationships between customers' evaluation of the corporate social responsibility of restaurants in an area of high tourist attraction in Lima, Peru, and the brand value they attribute to those restaurants.

Materials and methods:

A descriptive quantitative study was carried out, with a correlational scope and a transversal approach. Data collection was carried out through two surveys, one for corporate social responsibility and one for brand value. The sample was obtained through a random sampling of 417 customers from 20 restaurants in the city of Lima.

Results:

Statistically significant, positive and moderate correlations were observed between corporate social responsibility and brand value perceived by customers.

Conclusions:

The importance and weight of the restaurant sector in the Peruvian economy demand a transition of this sector towards sustainable management approaches, which can be materialized through corporate social responsibility practices. The sustainability of these practices by restaurant companies is possible if the investments made to generate greater economic, social and environmental benefits for society are reverted to an increase in the intangible asset of brand value. The positive and moderate correlations between corporate social responsibility and brand value in restaurants indicate that any intentional action to improve one of these aspects will be reinforced and favored if it is designed considering the alternative construct.

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