Corporate Branding And Consumer Loyalty: The Moderating Role Of Cause-Related Marketing

Abstract

The purpose of the research study was to examine the influence of corporate branding on consumers loyalty in the banking sector of Ghana. Cause-related marketing served as a moderator on the relationship between corporate branding and consumer loyalty. The study used questionnaire to collect primary data from respondents in the Accra Metropolis. Two hundred and fifty questionnaires were distributed to the sampled population. One hundred and ninety-eight questionnaires were deemed usable for the data analysis of the study. A PLS-SEM method was used to test the developed hypothesis of the research study. The findings of the study revealed that corporate branding significantly impacts consumer loyalty in the banking sector of Ghana. However, the results of the study indicated that cause-related marketing insignificantly moderates the relationship between corporate branding and consumer loyalty in the banking sector of Ghana. Impliedly, the findings of the study indicate that banking consumers loyalty can be enhanced when banks use primary attributes of a corporate brand such as personality, value, symbolism and ability. However, secondary associations such as cause-related marketing are perceived by banking consumers as irrelevant when banks design and undertake such initiatives. The research study recommended that banks in Ghana emphasize their corporate ability, corporate personality, corporate value and symbolic benefits when introducing a new product into the market or during brand extensions in Ghana.