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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Kudzaishe Charlotte Gaura & Wilbert Manyanga & Lovemore Chikazhe, 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, University of Warsaw, Faculty of Management, vol. 2(13), pages 22-36.
    • Handle: RePEc:sgm:jmcbem:v:2:i:13:y:2021:p:22-36
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    References listed on IDEAS

    as
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