The Effect of Corporate Social Responsibility on Brand Awareness: Evidence from the Insurance Sector in Zimbabwe

The aim of this study was to establish the eff ect of corporate social responsibility (donations, sponsorship and community involvement) on brand awareness within the insurance sector in Zimbabwe. Data was gathered from 350 insurance customers using a structured questionnaire with Likert-type questi...

Full description

Saved in:
Bibliographic Details
Published inJournal of Marketing and Consumer Behaviour in Emerging Markets Vol. 2021; no. 2(13); pp. 22 - 36
Main Authors Gaura, Kudzaishe Charlotte, Manyanga, Wilbert, Chikazhe, Lovemore
Format Journal Article
LanguageEnglish
Published 30.12.2021
Online AccessGet full text

Cover

More Information
Summary:The aim of this study was to establish the eff ect of corporate social responsibility (donations, sponsorship and community involvement) on brand awareness within the insurance sector in Zimbabwe. Data was gathered from 350 insurance customers using a structured questionnaire with Likert-type questions. The fi ndings show that corporate social responsibility positively infl uences brand awareness. The study contributes to studies that proved a signifi cant relationship between corporate social responsibility and brand awareness in sectors other than the insurance sector. Thus, insurance fi rms are advised to seriously plough back proceeds to their communities.
ISSN:2449-6634
2449-6634
DOI:10.7172/2449-6634.jmcbem.2021.2.2