The Effect of Corporate Social Responsibility
on Brand Awareness: Evidence from the Insurance Sector
in Zimbabwe
The Effect of Corporate Social Responsibility
on Brand Awareness: Evidence from the Insurance Sector
in Zimbabwe
Author(s): Kudzaishe Charlotte Gaura, Wilbert Manyanga, Lovemore ChikazheSubject(s): Social Sciences, Economy
Published by: Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego
Keywords: corporate social responsibility; brand awareness; insurance sector; Zimbabwe
Summary/Abstract: 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 inZimbabwe. Data was gathered from 350 insurance customers using a structured questionnairewith Likert-type questions. The fi ndings show that corporate social responsibility positivelyinfl uences brand awareness. The study contributes to studies that proved a signifi cant relationshipbetween corporate social responsibility and brand awareness in sectors other than the insurancesector. Thus, insurance fi rms are advised to seriously plough back proceeds to their communities.
Journal: Journal of Marketing and Consumer Behaviour in Emerging Markets
- Issue Year: 13/2021
- Issue No: 2
- Page Range: 22-36
- Page Count: 15
- Language: English, Polish
