Corporate social responsibility and brand performance: Evidence from Ghana

Corporate social responsibility and brand performance: Evidence from Ghana

George Kofi Amoako, Kwasi Dartey-Baah, Felicia Naatu, Innocent Senyo Kwasi Acquah, Antoinette Yaa Benewaa Gabrah

Despite the burgeoning studies on corporate social responsibility (CSR), little is known about how its three dimensions (i.e., environmental, ethical, and social) influence brand performance. This article examines how corporate social responsibility influences brand performance in Ghana. Results from data collected from 1106 distributing, wholesaling, retailing and vending firms involved in telecommunications activities in Ghana indicate that brand knowledge positively impacts organisational brand value. Additionally, we find that environmental CSR is positively related to brand knowledge and brand loyalty. The study further revealed that ethical CSR has a positive impact on brand knowledge and brand loyalty. Also, social CSR is positively related to brand knowledge and organisational brand value. This study advances our understanding of how CSR dimensions affect brand performance.

Elsevier

2024

https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&cstart=20&pagesize=80&citation_for_view=hXmr_bYAAAAJ:wlzmIqt2EaEC

English