Table 2 Reliability and validity of the measurement items

COVID-19 preventive measures

This hospitality organization implement strict handwashing practices, including how and when to wash hands

This hospitality organization makes hand sanitizer readily available to guests

This hospitality organization is redesigning seating arrangements to ensure distancing between tables setups in dining areas

This hospitality organization update guests on a regular basis about necessary precautions and measures

This hospitality organization employees wear face-covering every moment when are in the workplace

Perceived brand ethicality

I believe this hospitality organization is a socially responsible company

I believe this hospitality organization will make a decision only after careful consideration of the potential positive or negative consequences for all those involved

I believe this hospitality organization respects moral norms

This hospitality organization is more beneficial for the welfare of the society than others

The way this hospitality organization behave is an example of how companies should be behaving in other countries in this situation

Pragmatic brand legitimacy

This hospitality organization activities benefit me

This hospitality organization activities have my community’s best interests at heart

This hospitality organization satisfies my needs and interests

Moral brand legitimacy

This hospitality organization is decent

This hospitality organization is wise

This hospitality organization is honest

This hospitality organization is trustworthy

Cognitive brand legitimacy

The service provided by this hospitality organization is well managed

Overall this hospitality organization actions and activities performed in the best possible manner

This hospitality organization is a necessary part of my community

I understand what this hospitality organization does and offers