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

Authors

Kudzaishe Charlotte Gaura, Department of Marketing, Chinhoyi University of Technology, Private Bag 7724, Chinhoyi, ZimbabweFollow
Wilbert Manyanga, Department of Marketing, Chinhoyi University of Technology, Private Bag 7724, Chinhoyi, ZimbabweFollow
Lovemore Chikazhe, Department of Consumer Sciences, Chinhoyi University of Technology, Private Bag 7724, Chinhoyi, ZimbabweFollow

ORCID

Wilbert Manyanga: 0000-0002-6710-0140

Keywords

corporate social responsibility, brand awareness, insurance sector, Zimbabwe

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

Recommended Citation

Gaura, K., Manyanga, W., & Chikazhe, L. (2021). The Effect of Corporate Social Responsibility on Brand Awareness: Evidence from the Insurance Sector in Zimbabwe. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2021(2), 22-36. https://doi.org/10.7172/2449-6634.jmcbem.2021.2.2

First Page

22

Last Page

36

Page Count

14

DOI

10.7172/2449-6634.jmcbem.2021.2.2

Publisher

University of Warsaw

Publication Date

2021-12-30