The Effect of Corporate Social Responsibility on Brand Awareness: Evidence from the Insurance Sector in Zimbabwe

Kudzaishe Charlotte Gaura (), Wilbert Manyanga () and Lovemore Chikazhe ()
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Kudzaishe Charlotte Gaura: Department of Marketing, Chinhoyi University of Technology, Zimbabwe
Wilbert Manyanga: Department of Marketing, Chinhoyi University of Technology, Zimbabwe
Lovemore Chikazhe: Department of Consumer Sciences, Chinhoyi University of Technology, Zimbabwe

Journal of Marketing and Consumer Behaviour in Emerging Markets, 2021, vol. 2, issue 13, 22-36

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 in Zimbabwe. Data was gathered from 350 insurance customers using a structured questionnaire with Likert-type questions. The fi ndings show that corporate social responsibility positively infl uences brand awareness. The study contributes to studies that proved a signifi cant relationship between corporate social responsibility and brand awareness in sectors other than the insurance sector. Thus, insurance fi rms are advised to seriously plough back proceeds to their communities.

Keywords: corporate social responsibility; brand awareness; insurance sector; Zimbabwe (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:sgm:jmcbem:v:2:i:13:y:2021:p:22-36

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