- Tytuł:
- The Effect of Corporate Social Responsibility on Brand Awareness: Evidence from the Insurance Sector in Zimbabwe
- Autorzy:
-
Gaura, Kudzaishe Charlotte
Manyanga, Wilbert
Chikazhe, Lovemore - Powiązania:
- https://bibliotekanauki.pl/articles/2054349.pdf
- Data publikacji:
- 2021-12-30
- Wydawca:
- Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
- Tematy:
-
corporate social responsibility
brand awareness
insurance sector
Zimbabwe - Opis:
- 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
- Źródło:
-
Journal of Marketing and Consumer Behaviour in Emerging Markets; 2021, 2(13); 22-36
2449-6634 - Pojawia się w:
- Journal of Marketing and Consumer Behaviour in Emerging Markets
- Dostawca treści:
- Biblioteka Nauki
Artykuł