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

Author

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

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.

Suggested Citation

  • James Agyei & Shaorong Sun & Emmanuel Kofi Penney & Eugene Abrokwah & Richmond Ofori-Boafo, 2021. "Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction," SAGE Open, , vol. 11(3), pages 21582440211, August.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:3:p:21582440211040113
    DOI: 10.1177/21582440211040113
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    4. Stephanie Lang & Giulia Minnucci & Matthias Mueller & Michael P. Schlaile, 2023. "The Role of Consumers in Business Model Innovations for a Sustainable Circular Bioeconomy," Sustainability, MDPI, vol. 15(12), pages 1-19, June.
    5. Chang Mo Jung & Won‐Moo Hur, 2022. "How do customers' perceptions of corporate social responsibility contribute to sustainable customer citizenship behaviors? The mediating mechanisms of corporate brand pride and self‐brand connection," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1676-1688, September.
    6. Qiaowen Zhang & Annalien de Vries, 2022. "Seeking Moral Legitimacy through Corporate Social Responsibility: Evidence from Chinese Manufacturing Multinationals," Sustainability, MDPI, vol. 14(9), pages 1-21, April.
    7. Xin Zhang & Jun Wan & Yongsheng Jin, 2023. "Exploring the Outcomes of Customer Engagement in DSR: The Role of Affective Commitment and Gamification Affordance," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    8. Imhanrenialena Benedict Ogbemudia & Ebhotemhen Wilson & Apreala Solomon Ebiladei & Chukwu Benjamin Ibe & Moguluwa Shedrach Chinwuba & Ilo Sylvester Okechukwu, 2022. "The Evolving Strategic CSR Practices in Africa: Exploring the Multidimensional Implications for Telecommunication Firms’ Outcomes in Nigeria," SAGE Open, , vol. 12(2), pages 21582440221, April.
    9. George Thomas, 2022. "Corporate Social Responsibility as a Sustainable Business Practice: A Study among Generation Z Customers of Indian Luxury Hotels," Sustainability, MDPI, vol. 14(24), pages 1-13, December.
    10. Chen Wang & Yeonggil Kim & Changhee Kim, 2022. "Are all CSR Activities in Your SNS Authentic? The Antecedents and Outcomes of Consumer Perceived Authenticity of CSR," SAGE Open, , vol. 12(4), pages 21582440221, November.
    11. Shu-Hsien Liao & Da-Chian Hu & Huan-Lun Chou, 2022. "Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 12(4), pages 21582440221, December.

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