Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/311521 
Year of Publication: 
2021
Citation: 
[Journal:] Journal of Marketing and Consumer Behaviour in Emerging Markets (JMCBEM) [ISSN:] 2449-6634 [Issue:] 2 [Year:] 2021 [Pages:] 22-36
Publisher: 
University of Warsaw, Faculty of Management, Warsaw
Abstract: 
The aim of this study was to establish the effect 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 findings show that corporate social responsibility positively infl uences brand awareness. The study contributes to studies that proved a significant relationship between corporate social responsibility and brand awareness in sectors other than the insurance sector. Thus, insurance firms are advised to seriously plough back proceeds to their communities.
Subjects: 
corporate social responsibility
brand awareness
insurance sector
Zimbabwe
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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