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All Journal Interdisciplinary Social Studies
Salifu, Shaibu
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Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences

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The Impact of Corporate Social Responsibility on Brand Awareness of Telecommunication Industry in Ghana Salifu, Shaibu
Interdisciplinary Social Studies Vol. 2 No. 10 (2023): Special Issue
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v2i10.470

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.
The Impact of Corporate Social Responsibility on Brand Loyalty: Evidence from Ghana Salifu, Shaibu; Saini, Yvonne K.; Moyo, Bhekinkosi
Interdisciplinary Social Studies Vol. 2 No. 12 (2023): Special Issue
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v2i12.523

Abstract

Background: Corporate social responsibility has continuously achieved recognition as an active and well-organized marketing strategy in the recent years, but gaps still exist on its understanding and impact on brand loyalty. Aim: This paper examines the impact of corporate social responsibility on brand loyalty. Method: The authors applied descriptive statistics to examine the impact of Corporate social responsibility on brand loyalty of telecommunication industry in Ghana. Structured questionnaires were used to collect data from 600 customers of telecommunication companies in Ghana. The field data was analysed according to inferential and descriptive statistics. Findings: The study found that ethical and philanthropic dimensions of corporate social responsibility have significant impact on brand loyalty of telecommunication industry in Ghana. The findings have implications on telecommunication companies in Ghana and make significant contribution to academia.
Co-Authors Moyo, Bhekinkosi Saini, Yvonne K.