Open Access
Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction
James Agyei
1
,
Shaorong Sun
1
,
Emmanuel Kofi Penney
2
,
Eugene Abrokwah
1
,
Richmond Ofori Boafo
3
2
University of Professional Studies, Accra, Ghana
|
Publication type: Journal Article
Publication date: 2021-07-01
General Arts and Humanities
General Social Sciences
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.
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46
Total citations:
46
Citations from 2024:
20
(44.45%)
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MLA
Cite this
GOST
Copy
Agyei J. et al. Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction // SAGE Open. 2021. Vol. 11. No. 3. p. 215824402110401.
GOST all authors (up to 50)
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Agyei J., Sun S., Penney E. K., Abrokwah E., Ofori Boafo R. Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction // SAGE Open. 2021. Vol. 11. No. 3. p. 215824402110401.
Cite this
RIS
Copy
TY - JOUR
DO - 10.1177/21582440211040113
UR - https://doi.org/10.1177/21582440211040113
TI - Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction
T2 - SAGE Open
AU - Agyei, James
AU - Sun, Shaorong
AU - Penney, Emmanuel Kofi
AU - Abrokwah, Eugene
AU - Ofori Boafo, Richmond
PY - 2021
DA - 2021/07/01
PB - SAGE
SP - 215824402110401
IS - 3
VL - 11
SN - 2158-2440
ER -
Cite this
BibTex (up to 50 authors)
Copy
@article{2021_Agyei,
author = {James Agyei and Shaorong Sun and Emmanuel Kofi Penney and Eugene Abrokwah and Richmond Ofori Boafo},
title = {Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction},
journal = {SAGE Open},
year = {2021},
volume = {11},
publisher = {SAGE},
month = {jul},
url = {https://doi.org/10.1177/21582440211040113},
number = {3},
pages = {215824402110401},
doi = {10.1177/21582440211040113}
}
Cite this
MLA
Copy
Agyei, James, et al. “Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction.” SAGE Open, vol. 11, no. 3, Jul. 2021, p. 215824402110401. https://doi.org/10.1177/21582440211040113.