The Role of Corporate Social Responsibility in Influencing Brand Loyalty: Evidence from the Ghanaian Telecommunication Industry

Prince Kodua, Priscilla Mensah

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

11 Citations (Scopus)

Abstract

Though corporate social responsibility (CSR) has been of concern to theory and practice, research investigating customers’ reaction to the different corporate social responsibility dimensions is scant, particularly in sub-Saharan Africa. Moreover, the relationship between corporate social responsibility and brand loyalty has been under researched. The current study explores the relationship between the dimensions of corporate social responsibility, ethical, legal, and philanthropic, and their relationship with brand loyalty using 350 subscribers of mobile networks. The results indicate that CSR dimensions with the exception of legal responsibility are significantly associated with brand loyalty.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages77-90
Number of pages14
DOIs
Publication statusPublished - 2017
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Keywords

  • Brand loyalty
  • Corporate social responsibility
  • Ghana
  • Telecommunication

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