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Do corporate social responsibility and corporate image influence performance of the financial sector?

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Abstract

The aim of this paper is to explore the mediating role of corporate image between corporate social responsibility and marketing performance in the financial sector. Data were collected from 220 Ghanaian financial houses. Questionnaire for the data collection was based on measurement scale. Statistical values were derived to test the relationship between the three variables understudy. The effect of corporate image on marketing performance was found to be positive. Corporate image was also found to positively mediate the relationship between corporate social responsibility and marketing performance. Fostering corporate social responsibility and maintaining high corporate image will have a direct positive effect on marketing performance of financial houses. The paper thus contributes to marketing performance studies by extending the predictors of firm performance to test the mediating role of corporate image.

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  1. Department of Marketing, Kumasi Technical University, Kumasi, Ghana

    Collins Kankam-Kwarteng & Francis Osei

  2. ECOWAS Bank for Investment and Development, Lome, Togo

    George Nana Agyekum Donkor

  3. Department of Marketing, Ho Technical University, Ho, Ghana

    Ofosu Amofah

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Kankam-Kwarteng, C., Donkor, G.N.A., Osei, F. et al. Do corporate social responsibility and corporate image influence performance of the financial sector?. J Financ Serv Mark (2023). https://doi.org/10.1057/s41264-023-00208-w

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