Corporate social responsibility, marketing capabilities and consumer behavioral responses

Collins Kankam-Kwarteng, George Nana Agyekum Donkor and Solomon Kwarteng Forkuoh

Revista de Gestão, 2022, vol. 29, issue 4, 410-423

Abstract: Purpose - The purpose of the study was to examine the effect of corporate social responsibility (CSR) and marketing capability on consumer behavioral responses in the mobile telecommunication industry in Ghana. Particularly, the study estimated the moderating effect of marketing capability on the relationship between CSR and consumer behavioral responses. Design/methodology/approach - Both customers and employees of three major mobile telecommunication companies were sampled for this work. A mixed linear regression technique was used to examine the relationship between corporate responsibility, marketing capability and customer behavioral responses. Findings - The empirical results revealed that marketing capabilities moderate the relationship between CSR and consumer responses in the telecommunication industry. Research limitations/implications - The study proposes practical dimensions to the mobile telecommunication companies that the extensive development of strong marketing capabilities serves a conduit for CSR to achieve favorable consumer responses. Originality/value - The results have opened up rather a limitation studies on the moderation role marketing capabilities in relationship between CSR and consumer behavioral responses in the telecommunication industry.

Keywords: Corporate social responsibility; Marketing capability; Consumer behavioral responses; Mobile telecommunications (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:eme:regepp:rege-08-2020-0068

DOI: 10.1108/REGE-08-2020-0068

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