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

Prince Kodua; Priscilla Mensah

doi:10.1007/978-3-319-47331-4_17

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

Prince Kodua
, Priscilla Mensah

University of Ghana Business School

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-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 language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	77-90
Number of pages	14
DOIs	https://doi.org/10.1007/978-3-319-47331-4_17
Publication status	Published - 2017
Externally published	Yes

Publication series

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

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

Brand loyalty
Corporate social responsibility
Ghana
Telecommunication

Access to Document

10.1007/978-3-319-47331-4_17

Cite this

Kodua, P., & Mensah, P. (2017). The Role of Corporate Social Responsibility in Influencing Brand Loyalty: Evidence from the Ghanaian Telecommunication Industry. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 77-90). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-319-47331-4_17

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keywords = "Brand loyalty, Corporate social responsibility, Ghana, Telecommunication",

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Kodua, P & Mensah, P 2017, The Role of Corporate Social Responsibility in Influencing Brand Loyalty: Evidence from the Ghanaian Telecommunication Industry. in Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, pp. 77-90. https://doi.org/10.1007/978-3-319-47331-4_17

The Role of Corporate Social Responsibility in Influencing Brand Loyalty: Evidence from the Ghanaian Telecommunication Industry. / Kodua, Prince; Mensah, Priscilla.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2017. p. 77-90 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

TY - CHAP

T1 - The Role of Corporate Social Responsibility in Influencing Brand Loyalty

T2 - Evidence from the Ghanaian Telecommunication Industry

AU - Kodua, Prince

AU - Mensah, Priscilla

PY - 2017

Y1 - 2017

N2 - 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.

AB - 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.

KW - Brand loyalty

KW - Corporate social responsibility

KW - Ghana

KW - Telecommunication

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Kodua P, Mensah P. The Role of Corporate Social Responsibility in Influencing Brand Loyalty: Evidence from the Ghanaian Telecommunication Industry. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature. 2017. p. 77-90. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-47331-4_17

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

Abstract

Publication series

UN SDGs

Keywords

Access to Document

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