The Impact of Corporate Social Responsibility on Brand Awareness of Telecommunication Industry in Ghana

Authors

  • Shaibu Salifu Wits Business School, University of the Witwatersrand, Johannesburg

DOI:

https://doi.org/10.55324/iss.v2i10.470

Keywords:

Corporate Social Responsibility, brand awareness, telecommunication industry, COVID-19, Ghana

Abstract

Background: Corporate Social Responsibility (CSR) has attracted a lot of attention from academics and CSR practitioners over the years. But there is no universally accepted definition of the term CSR.

Aim: This paper examines the impact of corporate social responsibility (CSR) on brand awareness construct of brand equity.

Method: Extant literature reveals that little is known about CSR activities during an industrial crisis like covid-19 pandemic, most of the available research works in this area were carried out on developed countries and in the case of the telecommunication industry in Ghana, the scope of studies appear narrow as individual telecommunication companies were used as case studies and reported findings are inconclusive. Convenience sampling procedure was employed in which questionnaires were administered to 800 respondents across the 16 regions of Ghana. The field data was analyzed using inferential statistics (OLS regression and correlation analysis) and descriptive statistics.

Findings: The study found that both ethical and philanthropic responsibilities of CSR positively relate to brand awareness and brand loyalty constructs of brand equity of the telecommunication industry in Ghana at statistically significant levels.

References

Aaker, D. A. (2009). Managing brand equity. Simon and Schuster.

Abukari, A. J., & Abdul-Hamid, I. K. (2018). Corporate social responsibility reporting in the telecommunications sector in Ghana. International Journal of Corporate Social Responsibility, 3(1). https://doi.org/10.1186/s40991-017-0025-9

Alagidede, P., Baah-Boateng, W., & Nketiah-Amponsah, E. (2013). The Ghanaian economy: an overview. Ghanaian Journal of Economics, 1.

Albuquerque, R., Koskinen, Y., Yang, S., & Zhang, C. (2020). Resiliency of environmental and social stocks: An analysis of the exogenous COVID-19 market crash. Review of Corporate Finance Studies, 9(3). https://doi.org/10.1093/rcfs/cfaa011

Ameyaw, E. (2015). The Dynamics of Public Debt, Inflation and Exchange Rate in Ghana: A Vector Autoregressive Analysis [Doctoral Dissertation]. University of Ghana.

Anlesinya, A., Ahinsah, J., Bawa, F., Appoh, E. E., & Bukari, Z. (2014). The Effect of Corporate Social responsibility on Financial Performance of MTN Ghana Limited. International Journal of Thesis Projects and Dissertations, 2(1).

Bae, K. H., El Ghoul, S., Gong, Z. (Jason), & Guedhami, O. (2021). Does CSR matter in times of crisis? Evidence from the COVID-19 pandemic. Journal of Corporate Finance, 67. https://doi.org/10.1016/j.jcorpfin.2020.101876

Deng, X., & Xu, Y. (2017). Consumers’ Responses to Corporate Social Responsibility Initiatives: The Mediating Role of Consumer–Company Identification. Journal of Business Ethics, 142(3). https://doi.org/10.1007/s10551-015-2742-x

Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2). https://doi.org/10.1177/0092070394222001

Frempong, G. (2010). Ghana Telecommunication Sector Performance Review. Towards Evidence-Based ICT Policy and Regulation, 2(8), 1–36.

Friedman, M. (2016). Capitalism and freedom. In Democracy: a reader (pp. 344–349). Columbia University Press.

Gutiérrez Rodríguez, P., Cuesta Valiño, P., & Vazquez Burguete, J. L. (2017). The effects of corporate social responsibility on customer-based brand equity: Spanish hypermarket case. Economic Research-Ekonomska Istraživanja, 30(1).

Jeon, J. (2015). The strengths and limitations of the statistical modeling of complex social phenomenon: Focusing on SEM, path analysis, or multiple regression models. International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 9(5).

Khan, A., Khan, M. A., & Abbasi, M. T. (2020). The Effect of Corporate Social Responsibility on Buying Behaviour. Indian Journal of Management Sciences, 1(2).

McWilliams, A., Siegel, D. S., & Wright, P. M. (2006). Corporate social responsibility: Strategic implications. Journal of Management Studies, 43(1). https://doi.org/10.1111/j.1467-6486.2006.00580.x

Mei, L., & Chen, Y. (2021). The Effect of CSR on Consumers’ Purchase Intention—Based on HUAWEI Technologies Co. Academic Journal of Business & Management, 3(2). https://doi.org/10.25236/ajbm.2021.030203

Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. Irwin/McGraw-Hill.

Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(Special Issue 1999).

Park, C. S. (1992). Estimation and Prediction of Brand Equities Through Survey Measurement of Consumer Preference Structures [Doctoral Dissertation]. University of Stanford.

Qiu, S. (Charles), Jiang, J., Liu, X., Chen, M. H., & Yuan, X. (2021). Can corporate social responsibility protect firm value during the COVID-19 pandemic? International Journal of Hospitality Management, 93. https://doi.org/10.1016/j.ijhm.2020.102759

Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2). https://doi.org/10.1509/jmkr.38.2.225.18838

Sharma, E. (2019). A review of corporate social responsibility in developed and developing nations. Corporate Social Responsibility and Environmental Management, 26(4). https://doi.org/10.1002/csr.1739

Sharma, V., Poulose, J., Mohanta, S., & Antony, L. E. (2018). Influence of the dimensions of CSR activities on consumer purchase intention. Innovative Marketing, 14(1). https://doi.org/10.21511/im.14(1).2018.03

Solomon, S. (2017). Analysis of the Effect of Corporate Social Responsibility Practices on Customer Satisfaction: A case of Ethio Telecom Enterprise Customers (Unpublished).

Weyzig, F. (2009). Political and economic arguments for corporate social responsibility: Analysis and a proposition regarding the CSR agenda. Journal of Business Ethics, 86(4). https://doi.org/10.1007/s10551-008-9855-4

Yang, J., & Basile, K. (2019). The impact of corporate social responsibility on brand equity. Marketing Intelligence and Planning, 37(1). https://doi.org/10.1108/MIP-02-2018-0051

Downloads

Published

2023-07-26