Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction

James Agyei, Shaorong Sun, Emmanuel Kofi Penney, Eugene Abrokwah and Richmond Ofori-Boafo

SAGE Open, 2021, vol. 11, issue 3, 21582440211040113

Abstract: The study investigates how corporate social responsibility (CSR) impacts customer engagement and the mediating role of customer-brand identification and customer satisfaction. Survey data collected from 293 life insurance customers were analyzed using structural equation modeling. The findings reveal that CSR, customer-brand identification, and customer satisfaction are essential drivers of customer engagement. Furthermore, the findings show that CSR significantly influences customer-brand identification and customer satisfaction. The results also show that customer-brand identification and customer satisfaction play a key mediating effect in the relationship between CSR and customer engagement. The findings underscore the need for life insurance firms to consider CSR as a strategic instrument to stimulate and elicit favorable customer responses.

Keywords: CSR; customer engagement; customer-brand identification; customer satisfaction; life insurance (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (15)

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/21582440211040113 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:11:y:2021:i:3:p:21582440211040113

DOI: 10.1177/21582440211040113

Access Statistics for this article

More articles in SAGE Open
Bibliographic data for series maintained by SAGE Publications ().