Corporate social responsibility and brand performance: Evidence from Ghana

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

Journal of International Management, 2024, vol. 30, issue 4

Abstract: 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.

Keywords: CSR; Brand knowledge; Brand loyalty; Organisational brand value; Brand performance; Multinationals (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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DOI: 10.1016/j.intman.2024.101161

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