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

IF 2.1 Q3 BUSINESS

Journal of African Business Pub Date : 2022-02-09 DOI:10.1080/15228916.2021.2015835

P. Kodua, Charles Blankson, Swati Panda, Thuy Nguyen, R. Hinson, B. Narteh

引用次数: 5

Abstract

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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撒哈拉以南非洲企业社会责任与企业经营行为的关系:顾客感知价值的调节作用

摘要本文借助企业社会责任（CSR）和基于消费者的品牌资产（CBBE）的概念来更好地理解撒哈拉以南非洲城市市场，提出了一个概念框架，其目的是：a）研究企业社会责任对CBBE多个维度的影响，b）研究客户感知价值（CPV）的调节作用。调查数据来自加纳的501名消费者，并使用结构方程模型进行分析。研究结果表明，参与企业社会责任无疑可以提高品牌资产的各个方面，如品牌知名度、品牌形象、品牌质量和品牌忠诚度。我们还发现，在所有CSR-CBBE关系中，CSR和CBBE之间的关系都受到CPV的调节。这些发现对加纳市场的企业社会责任、品牌、国际业务和营销具有重要意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of African Business BUSINESS-

CiteScore

4.60

自引率

10.50%

发文量

期刊介绍： Journal of African Business is the official journal of the Academy of African Business and Development, the largest network of professionals committed to advancement of business development in African nations. JAB strives to comprehensively cover all business disciplines by publishing high quality analytical, conceptual, and empirical articles that demonstrate a substantial contribution to the broad domain of African business. Regardless of the research context, tradition, approach, or philosophy, manuscripts submitted to JAB must demonstrate that the topics investigated are important to the understanding of business practices and the advancement of business knowledge in or with Africa. Particularly, JAB welcomes qualitative and quantitative research papers. JAB is not, however, limited to African-based empirical studies. It searches for various contributions, including those based on countries outside Africa that address issues relevant to African business. Targeted toward academics, policymakers, consultants, and executives, JAB features the latest theoretical developments and cutting-edge research that challenge established beliefs and paradigms and offer alternative ways to cope with the endless change in the business world. Covered areas: Accounting; Agribusiness Management and Policy; Business Law; Economics and Development Policy; Entrepreneurship and Family Business; Finance; Global Business; Human Resource Management; Information and Communications Technology (ICT); Labor Relations; Marketing; Management Information Systems (MIS); Non-Profit Management; Operations and Supply Chain Management; Organizational Behavior and Theory; Organizational Development; Service Management; Small Business Management; Social Responsibility and Ethics; Strategic Management Policy; Technology and Innovation Management; Tourism and Hospitality Management; Transportation and Logistics

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