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

Author

Listed:
  • Prince Kodua
  • Charles Blankson
  • Swati Panda
  • Thuy Nguyen
  • Robert E. Hinson
  • Bedman Narteh

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.

Suggested Citation

  • Prince Kodua & Charles Blankson & Swati Panda & Thuy Nguyen & Robert E. Hinson & Bedman Narteh, 2022. "The Relationship between CSR and CBBE in Sub-Saharan Africa: The Moderating Role of Customer Perceived Value," Journal of African Business, Taylor & Francis Journals, vol. 23(4), pages 1088-1108, October.
    • Handle: RePEc:taf:wjabxx:v:23:y:2022:i:4:p:1088-1108
    DOI: 10.1080/15228916.2021.2015835
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    Cited by:

    1. Leenshya GUNNOO, 2023. "Customer Behaviour towards Corporate Social Responsibility: A Study in the Banking Industry in Mauritius," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 1, pages 78-88.
    2. Olukorede Adewole, 2024. "‘Leveraging on CSR as a tool of brand communication based on consumer’s perception with extrapolation from a novel 3-factor model," International Journal of Corporate Social Responsibility, Springer, vol. 9(1), pages 1-23, December.

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