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The Relationship between CSR and CBBE in Sub-Saharan Africa: The Moderating Role of Customer Perceived Value

The Relationship between CSR and CBBE in Sub-Saharan Africa: The Moderating Role of Customer... Relying on the concepts of corporate social responsibility (CSR) and consumer-based brand equity (CBBE) to better understand sub-Saharan African urban marketplaces, this article puts forward a conceptual framework whose objective is to a) investigate the effect of CSR on multiple dimensions of CBBE and b) investigate the moderating role of customer perceived value (CPV). Survey data are from 501 consumers in Ghana and are analyzed using structural equation modeling. Findings suggest that engaging in CSR unquestionably improves all aspects of brand equity such as brand awareness, brand image, brand quality, and brand loyalty. We also find that the relationship between CSR and CBBE is moderated by CPV across all CSR-CBBE relationship. These findings have important implications for CSR, branding, international business and marketing in the Ghanaian marketplace. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal Of African Business Taylor & Francis

The Relationship between CSR and CBBE in Sub-Saharan Africa: The Moderating Role of Customer Perceived Value

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The Relationship between CSR and CBBE in Sub-Saharan Africa: The Moderating Role of Customer Perceived Value

Kodua, Prince; Blankson, Charles; Panda, Swati; Nguyen, Thuy; Hinson, Robert E.; Narteh, Bedman
Journal Of African Business , Volume 23 (4): 21 – Oct 2, 2022

Abstract

Relying on the concepts of corporate social responsibility (CSR) and consumer-based brand equity (CBBE) to better understand sub-Saharan African urban marketplaces, this article puts forward a conceptual framework whose objective is to a) investigate the effect of CSR on multiple dimensions of CBBE and b) investigate the moderating role of customer perceived value (CPV). Survey data are from 501 consumers in Ghana and are analyzed using structural equation modeling. Findings suggest that engaging in CSR unquestionably improves all aspects of brand equity such as brand awareness, brand image, brand quality, and brand loyalty. We also find that the relationship between CSR and CBBE is moderated by CPV across all CSR-CBBE relationship. These findings have important implications for CSR, branding, international business and marketing in the Ghanaian marketplace.

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Publisher
Taylor & Francis
Copyright
© 2021 Informa UK Limited, trading as Taylor & Francis Group
ISSN
1522-9076
eISSN
1522-8916
DOI
10.1080/15228916.2021.2015835
Publisher site
See Article on Publisher Site

Abstract

Relying on the concepts of corporate social responsibility (CSR) and consumer-based brand equity (CBBE) to better understand sub-Saharan African urban marketplaces, this article puts forward a conceptual framework whose objective is to a) investigate the effect of CSR on multiple dimensions of CBBE and b) investigate the moderating role of customer perceived value (CPV). Survey data are from 501 consumers in Ghana and are analyzed using structural equation modeling. Findings suggest that engaging in CSR unquestionably improves all aspects of brand equity such as brand awareness, brand image, brand quality, and brand loyalty. We also find that the relationship between CSR and CBBE is moderated by CPV across all CSR-CBBE relationship. These findings have important implications for CSR, branding, international business and marketing in the Ghanaian marketplace.

Journal

Journal Of African Business – Taylor & Francis

Published: Oct 2, 2022

Keywords: Corporate social responsibility; consumer-based brand equity; developing economy; sub-saharan africa; Ghana

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