ABSTRACT

Relying on the concepts of corporate social responsibility (CSR) and consumer-based brand equity (CBBE) to better understand sub-Saharan African urban marketplaces, this article puts forward a conceptual framework whose objective is to a) investigate the effect of CSR on multiple dimensions of CBBE and b) investigate the moderating role of customer perceived value (CPV). Survey data are from 501 consumers in Ghana and are analyzed using structural equation modeling. Findings suggest that engaging in CSR unquestionably improves all aspects of brand equity such as brand awareness, brand image, brand quality, and brand loyalty. We also find that the relationship between CSR and CBBE is moderated by CPV across all CSR-CBBE relationship. These findings have important implications for CSR, branding, international business and marketing in the Ghanaian marketplace.

摘要

本文依靠企业社会责任 (CSR) 和基于消费者的品牌资产 (CBBE) 的概念来更好地理解撒哈拉以南非洲城市市场，提出了一个概念框架，其目标是 a) 调查企业社会责任对多个CBBE 和 b) 的维度研究了客户感知价值 (CPV) 的调节作用。调查数据来自加纳的 501 名消费者，并使用结构方程模型进行分析。调查结果表明，参与企业社会责任无疑会提高品牌资产的各个方面，例如品牌知名度、品牌形象、品牌质量和品牌忠诚度。我们还发现，在所有 CSR-CBBE 关系中，CSR 和 CBBE 之间的关系受到 CPV 的调节。这些发现对企业社会责任、品牌、