IDEAS home Printed from https://ideas.repec.org/a/sgm/jmcbem/v2i13y2021p22-36.html
   My bibliography  Save this article

The Effect of Corporate Social Responsibility on Brand Awareness: Evidence from the Insurance Sector in Zimbabwe

Author

Listed:
  • Kudzaishe Charlotte Gaura

    (Department of Marketing, Chinhoyi University of Technology, Zimbabwe)

  • Wilbert Manyanga

    (Department of Marketing, Chinhoyi University of Technology, Zimbabwe)

  • Lovemore Chikazhe

    (Department of Consumer Sciences, Chinhoyi University of Technology, Zimbabwe)

Abstract

The aim of this study was to establish the eff ect of corporate social responsibility (donations, sponsorship and community involvement) on brand awareness within the insurance sector in Zimbabwe. Data was gathered from 350 insurance customers using a structured questionnaire with Likert-type questions. The fi ndings show that corporate social responsibility positively infl uences brand awareness. The study contributes to studies that proved a signifi cant relationship between corporate social responsibility and brand awareness in sectors other than the insurance sector. Thus, insurance fi rms are advised to seriously plough back proceeds to their communities.

Suggested Citation

  • Kudzaishe Charlotte Gaura & Wilbert Manyanga & Lovemore Chikazhe, 2021. "The Effect of Corporate Social Responsibility on Brand Awareness: Evidence from the Insurance Sector in Zimbabwe," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(13), pages 22-36.
    • Handle: RePEc:sgm:jmcbem:v:2:i:13:y:2021:p:22-36
    as

    Download full text from publisher

    File URL: http://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_13/JMCBEM_2(13)-2021_ART._2.PDF
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Shuili Du & C. B. Bhattacharya & Sankar Sen, 2011. "Corporate Social Responsibility and Competitive Advantage: Overcoming the Trust Barrier," Management Science, INFORMS, vol. 57(9), pages 1528-1545, March.
    2. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    3. William C. Bogner & Pamela S. Barr, 2000. "Making Sense in Hypercompetitive Environments: A Cognitive Explanation for the Persistence of High Velocity Competition," Organization Science, INFORMS, vol. 11(2), pages 212-226, April.
    4. Robert Kolodinsky & Timothy Madden & Daniel Zisk & Eric Henkel, 2010. "Attitudes About Corporate Social Responsibility: Business Student Predictors," Journal of Business Ethics, Springer, vol. 91(2), pages 167-181, January.
    5. Cubie Lau, 2010. "A Step Forward: Ethics Education Matters!," Journal of Business Ethics, Springer, vol. 92(4), pages 565-584, April.
    6. Mark Groza & Mya Pronschinske & Matthew Walker, 2011. "Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR," Journal of Business Ethics, Springer, vol. 102(4), pages 639-652, September.
    7. Marina Mattera & Verónica Baena & Julio Cerviño, 2014. "Investing time wisely: enhancing brand awareness through stakeholder engagement in the service sector," International Journal of Management Practice, Inderscience Enterprises Ltd, vol. 7(2), pages 126-143.
    8. Repaul Kanji & Rajat Agrawal, 2016. "Models of Corporate Social Responsibility: Comparison, Evolution and Convergence," IIM Kozhikode Society & Management Review, , vol. 5(2), pages 141-155, July.
    9. Webb, Deborah J. & Mohr, Lois A. & Harris, Katherine E., 2008. "A re-examination of socially responsible consumption and its measurement," Journal of Business Research, Elsevier, vol. 61(2), pages 91-98, February.
    10. Kevin P. Gwinner & Brian V. Larson & Scott R. Swanson, 2009. "Image Transfer In Corporate Event Sponsorship: Assessing The Impact Of Team Identification And Event-Sponsor Fit," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 2(1), pages 1-15.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Herrera Madueño, Jesús & Larrán Jorge, Manuel & Lechuga Sancho, María Paula & Martínez-Martínez, Domingo, 2016. "Responsabilidad social en las pymes: análisis exploratorio de factores explicativos," Revista de Contabilidad - Spanish Accounting Review, Elsevier, vol. 19(1), pages 31-44.
    2. Debbie Haski-Leventhal & Mehrdokht Pournader & Jennifer S. A. Leigh, 2022. "Responsible Management Education as Socialization: Business Students’ Values, Attitudes and Intentions," Journal of Business Ethics, Springer, vol. 176(1), pages 17-35, February.
    3. Wang, Hanying & Qi, Ju & Li, Zhuohua & Sensoy, Ahmet & Xing, Hongwei, 2024. "Excessive financialization and “Original Sin Theory”: Redemption from corporate reputation," Research in International Business and Finance, Elsevier, vol. 70(PA).
    4. Rafael Currás‐Pérez & Consuelo Dolz‐Dolz & María J. Miquel‐Romero & Isabel Sánchez‐García, 2018. "How social, environmental, and economic CSR affects consumer‐perceived value: Does perceived consumer effectiveness make a difference?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(5), pages 733-747, September.
    5. Rayne, Daniel & Leckie, Civilai & McDonald, Heath, 2020. "Productive partnerships? Driving consumer awareness to action in CSR partnerships," Journal of Business Research, Elsevier, vol. 118(C), pages 49-57.
    6. D. Louis & C. Lombart, 2024. "Impact of a corporate social responsibility message on consumers’ sustainable behaviours and purchase intentions," Post-Print hal-04386727, HAL.
    7. Sajjad A. Afridi & Bilal Afsar & Asad Shahjehan & Wajid Khan & Zia U. Rehman & Muhammad A. S. Khan, 2023. "Impact of corporate social responsibility attributions on employee's extra‐role behaviors: Moderating role of ethical corporate identity and interpersonal trust," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(2), pages 991-1004, March.
    8. Ana Teixeira & Marisa R. Ferreira & Aldina Correia & Vanda Lima, 2018. "Students’ perceptions of corporate social responsibility: evidences from a Portuguese higher education institution," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 235-252, June.
    9. Selin Türkel & Ebru Uzunoğlu & Melike Demirbağ Kaplan & Beril Akıncı Vural, 2016. "A Strategic Approach to CSR Communication: Examining the Impact of Brand Familiarity on Consumer Responses," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(4), pages 228-242, July.
    10. Laura Grazzini & Diletta Acuti & Valentina Mazzoli & Luca Petruzzellis & Daniel Korschun, 2020. "Standing for politics: What consequences for brands?," Italian Journal of Marketing, Springer, vol. 2020(1), pages 49-65, March.
    11. Hesse, Andreas, 2022. "Green Marketing: Empirische Erkenntnisse zur Konsumentenwahrnehmung von Ökologie-orientierten Repositionierungsversuchen etablierter Marken," Wissenschaftliche Schriften des Fachbereichs Wirtschaftswissenschaften 36-2022, Hochschule Koblenz - University of Applied Sciences, Fachbereich Wirtschaftswissenschaften.
    12. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & Loranca-Valle, Cristina, 2022. "Sponsorship image and value creation in E-sports," Journal of Business Research, Elsevier, vol. 145(C), pages 198-209.
    13. Michael Cohen & Rui Huang, 2012. "Corporate Social Responsibility for Kids’ Sake: A Dynamic Model of Firm Participation," Working Papers 12, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
    14. Xueyan Dong & Jingyu Gao & Sunny Li Sun & Kangtao Ye, 2021. "Doing extreme by doing good," Asia Pacific Journal of Management, Springer, vol. 38(1), pages 291-315, March.
    15. Bryan Cheng-Yu Hsu & Yu-Feng Wu & Hsin-Wei Chen & Man-Lai Cheung, 2020. "How Sport Tourism Event Image Fit Enhances Residents’ Perceptions of Place Image and Their Quality of Life," Sustainability, MDPI, vol. 12(19), pages 1-14, October.
    16. Shaozhen Han & Guoming Li & Michel Lubrano & Zhou Xun, 2020. "Lie of the Weak: Inconsistent Corporate Social Responsibility Activities of Chinese Zombie Firms," AMSE Working Papers 2001, Aix-Marseille School of Economics, France.
    17. van Riel, A.C.R. & Lievens, A., 2003. "New service development in high tech sectors: a decision making perspective," Research Memorandum 013, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    18. Jun Hong Park & Sang Ho Kook & Hyeonu Im & Soomin Eum & Chulung Lee, 2018. "Fabless Semiconductor Firms’ Financial Performance Determinant Factors: Product Platform Efficiency and Technological Capability," Sustainability, MDPI, vol. 10(10), pages 1-22, September.
    19. Zhonghua Zhao & Fanchen Meng & Yin He & Zhouyang Gu, 2019. "The Influence of Corporate Social Responsibility on Competitive Advantage with Multiple Mediations from Social Capital and Dynamic Capabilities," Sustainability, MDPI, vol. 11(1), pages 1-16, January.
    20. Mammassis, Constantinos S. & Kostopoulos, Konstantinos C., 2019. "CEO goal orientations, environmental dynamism and organizational ambidexterity: An investigation in SMEs," European Management Journal, Elsevier, vol. 37(5), pages 577-588.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sgm:jmcbem:v:2:i:13:y:2021:p:22-36. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/somuwpl.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.