The Relationship between CSR and CBBE in Sub-Saharan Africa: The Moderating Role of Customer Perceived Value

Prince Kodua, University of Ghana Business School
Charles Blankson, University of North Texas
Swati Panda, Kennesaw State University
Thuy Nguyen, Midwestern State University
Robert E. Hinson, University of Ghana Business School
Bedman Narteh, University of Ghana Business School


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.