Extending CSR Accreditation Brands It May Not Always Work

Polonsky, Michael Jay; Robertson, Jonathan; Karg, Adam; Newton, Jennifer Margaret

doi:10.1007/978-981-19-4457-4_15

Dealing With Socially Responsible Consumers 2022

DOI: 10.1007/978-981-19-4457-4_15

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Extending CSR Accreditation Brands It May Not Always Work

Michael Jay Polonsky

Jonathan Robertson

Adam Karg

et al.

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2024

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Cited by 1 publication

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The Moderating Role of Corporate Social Responsibility on the Relationship between Brand Image and Brand Loyalty: A Post-COVID-19 Perspective among Telecommunication Firms in Ghana

Yao Amu,

Odoom,

Mohammed

et al. 2024

Sustainable Development

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During the outbreak of the COVID-19 pandemic, we saw many firms embark on different corporate social responsibility (CSR) activities. The study examines how CSR activities have interacted with the brand image and brand loyalty of firms in the telecommunications industry in Ghana. Through a quantitative research design, the study analysed survey data from 501 customers using structural equation modelling. The result revealed a positive and statistically significant relationship between brand image and brand loyalty. The study also identified that corporate cause promotion, cause-related marketing, corporate social marketing, corporate philanthropy, and socially responsible business practices were all statistically significant. Corporate volunteering was, however, found to be insignificant. This study expands the literature on CSR in a time of crises and it is one of the few studies that has deployed the multidimensions of CSR as a moderator to protect and enhance brand image and loyalty.

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The Moderating Role of Corporate Social Responsibility on the Relationship between Brand Image and Brand Loyalty: A Post-COVID-19 Perspective among Telecommunication Firms in Ghana

Yao Amu,

Odoom,

Mohammed

et al. 2024

Sustainable Development

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show abstract

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Extending CSR Accreditation Brands It May Not Always Work

Cited by 1 publication

References 48 publications

The Moderating Role of Corporate Social Responsibility on the Relationship between Brand Image and Brand Loyalty: A Post-COVID-19 Perspective among Telecommunication Firms in Ghana

The Moderating Role of Corporate Social Responsibility on the Relationship between Brand Image and Brand Loyalty: A Post-COVID-19 Perspective among Telecommunication Firms in Ghana

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