Cogent Business & Management

2024, VOL. 11, NO. 1, 2367094

https://doi.org/10.1080/23311975.2024.2367094

Marketing | Research Article

How perceived corporate social responsibility and consumer brand
preference are linked in pre-emerging economies: the role of brand
credibility and brand attitude
Phillip Dangaisoa , Paul Mukuchab , Divaries Cosmas Jaravazab and
Forbes Makudzac
a
Department of Marketing, Chinhoyi University of Technology, Chinhoyi, Zimbabwe; bDepartment of Marketing, Bindura
University of Science Education, Bindura, Zimbabwe; cDepartment of Business Enterprise and Management, University of
Zimbabwe, Harare, Zimbabwe

ABSTRACT ARTICLE HISTORY

Despite the inclusive beneficiation inherent in Corporate Social Responsibility (CSR), Received 28 September
emergent literature suggests that it has become a serendipitous differentiation strategy. 2023
However, scarce in pre-emerging economies are integrated and robustly tested models Revised 31 May 2024
linking the CSR dimensions to consumer brand preference. Based on the sustain-centric Accepted 7 June 2024
model, this research examines the impact of perceived economic, social and KEYWORDS
environmental CSR on corporate brand credibility, consumer brand attitude and Corporate social
consumer brand preference. A causal research design enrolling a Covariance-Based responsibility; brand
Structural Equation Modelling (CB-SEM) methodology is employed to examine the preference; developing
proposed structural relationships in IBM SPSS AMOS (used under license). Using economies
convenience sampling, customers in the telecommunications sector in Harare were REVIEWING EDITOR
sampled and 266 valid responses estimated model parameters. Positive and significant Kaouther Kooli,
effects were observed between the dimensions of CSR (perceived economic, Bournemouth University,
environmental and social CSR), corporate brand credibility and consumer brand attitude, United Kingdom of Great
save for environmental CSR and consumer brand attitude. Corporate brand credibility Britain and Northern
positively and significantly influenced both consumer brand attitude and consumer Ireland
brand preference whilst the positive impact of consumer brand attitude on consumer SUBJECTS
brand preference was also evident. Our research also contributes that consumers in Corporate Social
developing economies relatively score lower in the environmentalism orientation index Responsibility & Business
as the causal link between environmental CSR and consumer brand attitudes did not Ethics; Marketing;
confirm a positive and significant impact. This paper enlightens corporate managers on Corporate Governance
the influence of CSR on brand acceptance in consumer markets. Further, it also JEL CLASSIFICATIONS
demonstrates the relative impacts of the CSR dimensions, providing a proxy for resource M31; I38; M14
allocation on competing CSR projects.

1. Introduction
Corporate Social Responsibility (CSR) has emerged a topical subject in the contemporary marketing
debates. CSR includes all activities directed towards attainment of diverse stakeholder interests that
befall corporate organisations (Adewole, 2023; Vera-Martínez et al., 2022). Traditionally, the objective of
the firm was to maximize profits for its shareholders (Single Bottom Line) (Lysons & Farrington, 2020;
Schwartz, 2020). Today, the firm is encircled by more inclusive perspectives incorporating a plethora of
stakeholder concerns (Cheung et al., 2019; Mukucha et al., 2023). This culminated into the Triple Bottom
Line (TBL) concept, a philosophy centered on achieving sustainable beneficiation to the profit, people
and planet (Asmussen & Fosfuri, 2019; Mukucha et al., 2023). Whilst diverse perceptions of CSR have

CONTACT Phillip Dangaiso [email protected] Department of Marketing, Chinhoyi University of Technology, Chinhoyi,
Zimbabwe.
© 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which
permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been
published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.
2 P. DANGAISO ET AL.

been raised (Aydin, 2019), its most ethical justification has been society beneficiation (Hsu et al., 2022),
despite the market perceptions and financial performance accruing to the firm.
In Zimbabwe, there are no legally recognised CSR regulatory frameworks and prevailing works emerge
out of self-regulation business models and social accountability (Fundira & Mupfungidza, 2022; Mapokotera
et al., 2023). The telecommunications sector in Zimbabwe has been by far the most dominant sector in
Zimbabwe. Cholera and COVID-19 campaign initiatives, employee welfare schemes, annual blood dona-
tion projects, building of schools in both urban and rural areas, provision of textbooks in schools, devel-
opment of ICT centres, funding the education of gifted students, buying drugs and medical equipment
for hospitals have been corporate funded (Fundira & Mupfungidza, 2022; Manuere et al., 2022). Despite
the integrated CSR initiatives by the telecommunications sector, cut throat competition is confirmed by
market share fluctuations in quarterly reports (Fundira & Mupfungidza, 2022; POTRAZ, 2023). Heavy price
competition, restricted access to intermediaries, exclusively owned service infrastructure, service agents’
monopolization and refusal to synchronise their mobile money services has defined the intensity of their
competitive landscape (Manuere et al., 2022; POTRAZ, 2023). Whilst concerted regulatory efforts implor-
ing them to share key processes and gain operational synergies and economies of integration have been
evident, competitive fears rendered them fruitless.
Despite their shareholding disparities, the intensity of CSR in the telecommunications sector has
attracted diverse opinions amongst researchers, economists, opinion leaders and consumers themselves
(Manuere et al., 2022; Shoko et al., 2021). Suggestions that CSR in contested markets is a differentiation
strategy have been raised (Saeidi et al., 2015), whilst CSR enthusiasts argue that it is a culmination of
their embedded societal values and inclusive corporate culture ingrained in their corporate citizenship.
Whilst the corporate motivations behind CSR in the telecommunications sector in Zimbabwe are unclear,
emergent perspectives in literature suggest that CSR has become a relationship marketing strategy.
Consumer concerns for more socially responsible firms and brands have been reported in previous
research (Agrawal & Gupta, 2018; Mapokotera et al., 2023; Vera-Martínez et al., 2022). Despite suggestions
that not all consumers are enticed by CSR efforts when evaluating brands (Currás-Pérez et al., 2018;
Peloza & Shang, 2011), firms actively supporting the sustainability thrust have been earmarked to achieve
long-run market dominance.
Although the telecommunications sector is highly competitive, its core service differentiation is insig-
nificant such that subjective differences in consumer preferences play a pivotal role in market perfor-
mance (Fundira & Mupfungidza, 2022; Makudza et al., 2020). Having significant CSR presence in
Zimbabwean telecommunications, this merits the nexus between perceived CSR and consumer brand
preference an empirical enquiry. Despite its recent widespread application in Zimbabwe, the impact of
CSR on a firm’s market-based assets remain an under-researched subject as most firms were previously
immersed in the Single Bottom Line (SBL) philosophy (Lysons & Farrington, 2020; Mukucha et al., 2023).
Further, the few available studies tested intuitive models using linear regression methods, providing rel-
atively lesser statistical inferences. Given that limitation, the current study uses a CB-SEM methodology
to evaluate the proposed model.
Further, although CSR research has been expended in recent decades, most research models have
been largely situated on subjective theory models. Stand-alone frameworks and decomposed models
from the sustain-centric model (Niskala & Tarna, 2003), stakeholder theory (Simmons, 2004), institutional
isomorphism theory (Powell & Di Maggio, 1991), societal marketing theory (Armstrong & Kotler, 2008)
and the triple bottom line framework (Elkington, 2018) have attempted to predict the antecedents and
outcomes of CSR. More so, the generalization and oversimplification of the CSR measurement in most
studies e.g. Arachchi and Samarasinghe (2023), Lai et al. (2010) and Tan et al. (2022) has caused scarcity
of comprehensive conceptual clarification originating from marketing. Arguably, this is explained by the
width of CSR activities associated with good corporate citizenship. Diverse sub-constructs e.g. legal, cul-
tural, financial, political, economic, social and environmental CSR (Puriwat & Tripopsakul, 2021) have
made its operationalization highly subjective to corporate objectives and environmental context. Based
on the contemporary sustainability thrust, the sustain-centric model informs the adoption of economic,
social and environmental CSR for this study.
More so, consumers’ CSR dispositions towards firms have not been clearly delineated into market and
corporate brand outcomes. Most studies e.g. Mohammed and Rashid (2018), Fundira and Mupfungidza (2022)
 Cogent Business & Management 3

and Tan et al. (2022) have focused on overall brand image and loyalty; hence the current research model
proposes the simultaneous effects of CSR on the credibility of the corporate brand as well as consumer atti-
tudes towards its products. Furthermore, whilst substantial behavioral literature confirms that attitude forma-
tion precedes actual behaviors (Ajzen, 2020; Dangaiso, 2023; Dilotsotlhe & Akbari, 2021; Muposhi et al., 2015;
Rosenberg & Hanland, 1960), this research argues studies that reported the direct impact of CSR on consumer
brand behavior lack sound theoretical merit in the domain of consumer behavior. Thus, we propose consumer
brand attitude as the link between CSR and consumer brand preference.
In addition, the study proposes CSR to have an antecedent role on consumer brand preference than
brand loyalty as over-generalized in most studies developing economies e.g. Fundira and Mupfungidza
(2022) and Manuere et al. (2022). This study views brand loyalty as a long-term, incremental outcome of
initial brand preference made by consumers as determined by key underlying variables. Thus, this
research integrates the sustain-centric CSR dimensions and, previously researched, albeit discretely, mar-
ket and corporate brand outcomes that relate to consumer brand preferences in the context of a devel-
oping economy. Thus, causal linkages between perceived CSR, corporate brand credibility, consumer
brand attitude and consumer brand preference were proposed and examined.
This research advances empirical CSR research, thus, it extends literature in the domains of CSR, con-
sumer behavior and brand management. The significance of the study further stems from its capability
to enlighten corporates on effectively harnessing CSR strategies to maximize brand acceptance and pref-
erence in consumer markets. Further, the findings of the research inform practitioners in the telecommu-
nications sector, other industries alike, about the investments and potential gains from CSR in the context
of a pre-emerging economy, as developing countries are more susceptible to economic, societal and
environmental challenges, which make corporate CSR interventions more imperative. More so, the study
highlights the relative significance of the CSR dimensions to consumer brand preference, which can
serve as a key proxy for determining resource allocation given the multiple CSR initiatives at the disposal
of the firm. Further, in terms of contribution to theory, this research validates the sustain-centric frame-
work in the context of CSR (inclusive development) among other pillars of sustainability. The subsequent
sections of the paper focus on literature review and development of hypotheses, research methodology,
results, implications and conclusions.

2. Literature review
2.1. Theoretical perspectives
Corporate social responsibility is grounded in a number of frameworks that include the societal market-
ing theory (Armstrong & Kotler, 2008), Triple Bottom Line framework (Elkington, 2018), stakeholder the-
ory (Simmons, 2004) and the sustain-centric paradigm (Niskala & Tarna, 2003). The societal marketing
theory recognizes the need for corporates to go beyond mutual value exchange relationships fixated in
the classic dyad involving the business and its customer. Beyond the traditional transactional orientation
is a mandate for the business to consider satisfying the needs of the society (Cheung et al., 2019; Hsu
et al., 2022). From this perspective, CSR emerged as a powerful way of supporting long-term relation-
ships between the corporates and their stakeholders (Adewole, 2023; Armstrong & Kotler, 2008). Societal
marketing has also fueled long-term concerns such as consumer longevity, environmental preservation,
employee welfare and paradigms in favor of sustainability (Vera-Martínez et al., 2022) e.g. green market-
ing have been popularized (Ha, 2021).
The Triple Bottom Line (TBL) framework defines a corporate model that identifies the ‘people, planet
and profits’ as the fundamental objectives that a firm pursues (Elkington, 2018). The TBL presents a sig-
nificant departure from the Single Bottom Line (SBL) model where firms where focused on achieving
profits for shareholders only (Mukucha et al., 2023). The TBL established that corporate entities by more
socially and environmentally responsible through sustained CSR investments and adoption of inclusive
operational models that guide corporate activities (Elkington, 2018; Mukucha et al., 2023). The TBL frame-
work has been one of the most accredited models in CSR literature as it defined the departure of firms
from sole profiteering to its broader goals e.g. improving shareholder value, customer satisfaction,
employee welfare, community welfare and environmental conservation.
4 P. DANGAISO ET AL.

The stakeholder theory views a firm as an institution that exists to serve the interests of a plethora
of entities that surround it (Simmons, 2004). The stakeholder theory presents a major departure from the
traditional view of the firm where the firm was an entity immersed in maximizing profits for the share-
holders too (Alvarado-Herrera et al., 2017; Lai et al., 2010). The stakeholder approach entails that firms
are obliged to satisfy the interests of customers, suppliers, communities, employees, shareholders, pres-
sure groups and statutory organisations (Asmussen & Fosfuri, 2019). CSR implies resource establishments
directed towards serving communities hence CSR is rooted in the stakeholder theory (Adewole, 2023;
Asmussen & Fosfuri, 2019).
The sustain-centric paradigm has been a useful framework in explaining firms’ CSR attitude and behav-
ioral response towards sustainability calls (Bravo et al., 2012; Niskala & Tarna, 2003; Panwar et al., 2006;
Vera-Martínez et al., 2022). Under the framework, three pillars anchoring sustainability have been
attributed to economic, social and environmental commitments. Past research has evaluated CSR as a
multidimensional construct based on economic CSR, social CSR and environmental CSR e.g. Bravo et al.
(2012) and Vera-Martínez et al. (2022).
Perceived economic CSR pertains financial aspects in the way a company manages business relation-
ships with its stakeholders. Using the model, economic factors that affect the relationship between firms
and their stakeholders are considered. Its indicators include offering high quality and safe products, fair
pricing methods, fair trade practices, tax compliance, sharing benefits from economies of scale with cus-
tomers, fair reporting standards, integration of supply chains and employee compensation (Bravo et al.,
2012; Hsu et al., 2022; Mody et al., 2017; Vera-Martínez et al., 2022).
Secondly, social CSR focuses on consumer perceptions of the firm on adherence to ethical standards
of corporate behavior and investing in community welfare programs (Bianchi et al., 2019). Social CSR
includes funding directed towards the social causes. This incorporates funding towards the less privi-
leged segments, natural disasters and public well-being. social CSR through social welfare benefits, e.g.
food aid and infrastructural development, community sanitation and rehabilitation, provision of educa-
tion, health and other key amenities has been observed (Currás-Pérez et al., 2018; Vera-Martínez
et al., 2022).
Lastly, environmental CSR measures customer perceptions of the firm’s commitment towards environ-
mental considerations, ecological balance and preservation of the ecosystem (Mukucha et al., 2023;
Vera-Martínez et al., 2022). Environmental CSR fosters preservation of the environment and corporates
have participated by advocating for environmental safety, cleanliness, adherence to high manufacturing
standards, prevention of environmental hazards, reduce-recycle-reuse waste management, reclamation of
dilapidated or abandoned worksites, green manufacturing, safe disposal of manufacturing waste and
lean production (Bravo et al., 2012; Mukucha et al., 2023; Vera-Martínez et al., 2022).
Cognisant of these CSR dimensions that emerge from the sustain-centric paradigm, researchers have
conceptualized and operationalized CSR as a multi-dimensional construct comprised of economic CSR,
social CSR and environmental CSR (Bravo et al., 2012; Hsu et al., 2022; Vera-Martínez et al., 2022). This
research adopts the sustain-centric framework to evaluate the impact of perceived CSR on consumer
brand attitude, corporate brand credibility and consumer brand preference.

2.2. Development of hypotheses

2.2.1. Perceived CSR and corporate brand credibility
This paper conceptualizes perceived CSR as a multi-dimensional construct comprised of economic CSR,
social CSR and environmental CSR (Bravo et al., 2012; Vera-Martínez et al., 2022). Economic CSR has been
found to be a key CSR dimension in extant literature. Corporate brand credibility is defined as the con-
sumers’ perception of a firm’s reputation that, in this context, is derived from its CSR involvements
(Adewole, 2023; Aksak et al., 2016). In other words, it represents the corporate image of the business
entity, i.e. how the public perceives the firm to be (Agrawal & Gupta, 2018; Vera-Martínez et al., 2022).
Corporate brand credibility denotes consumers’ perception of the firm arising from the firm’s attitudes
and behaviors. It culminates from both a firm’s image and reputation for its corporate behaviors.
The study of Vera-Martínez et al. (2022) reported that fair pricing, corporate tax obligations, good
internal marketing through sound remuneration influence firm credibility. Further, corporate image was
 Cogent Business & Management 5

found to be influenced by consumer’s perceptions of a firm’s economic behavior (the way it conducts
business with other stakeholders) (Mapokotera et al., 2023; Mohammed & Rashid, 2018). In Zimbabwe,
the telecommunications sector has a volatile pricing model and price competition has been evident
(Fundira & Mupfungidza, 2022; Shoko et al., 2021). However, other dimensions of economic CSR such as
high quality products, employee welfare schemes, tax compliance have been varied across players. For
example, Telecel failed to honor its obligations to the government and had its license previously with-
held. However, in the light of empirical bases, we expect that economic CSR leads to good corporate
brand credibility. Thus, we proposed that;
H1a: Perceived economic CSR positively and significantly influences corporate brand credibility in the telecom-
munications sector in Zimbabwe.

Social CSR involves the investment towards the social cause or funding initiatives towards vulnerable
segments of the community. In Zimbabwe the telecommunications sector has invested towards COVID-19
funding, provision of Personal Protective Equipment (PPE), quarantine centres, food and medical supplies
during COVID-19 (Fundira & Mupfungidza, 2022; Shoko et al., 2021). Further, the Chimanimani,
Tugwi-Mukosi floods survivors received food, shelter, rehabilitation, building new schools, roads and clin-
ics, received more funding. Vulnerable children have received scholarships through the Joshua Nkomo
Scholarship, Higher Life Foundation and the Capernaum trust (Manuere et al., 2022). Further, empirical
research evidence shows that social CSR had positive impact of firm credibility (Vera-Martínez et al.,
2022) and corporate social competitiveness (Mapokotera et al., 2023). Given that, this study proposed that;
H1b: Perceived social CSR positively and significantly influences corporate brand credibility in the telecommu-
nications sector in Zimbabwe.

Environmental CSR has become a key topical area in the quest for sustainability (Khojastehpour &
Johns, 2010). Firms have an obligation to reduce, recycle and re-use in their sustainable waste disposal
frameworks (Mukucha et al., 2023). Green manufacturing, climate responsibility, natural resource utiliza-
tion and lean manufacturing practices have been found to be positively correlated with environmental
sustainability (Khojastehpour & Johns, 2010). However, the study of Vera-Martínez et al. (2022) found an
insignificant effect of environmental CSR on firm credibility. In contrast, research studies e.g. Manuere
et al. (2022) and Mapokotera et al. (2023) note that firm environmentalism leads to reciprocal consumer
behavior and corporate social competitiveness, respectively. In the context of the telecommunications
sector in Zimbabwe, major players have been supporting environmental sustainability through road reha-
bilitation, resource utilization, construction of dams for irrigation and reclamation of degraded land sites.
Consequentially, we formulated the following hypothesis;
H1c: Perceived environmental CSR positively and significantly influences corporate brand credibility in the tele-
communications sector in Zimbabwe.

2.2.2. Perceived CSR and consumer brand attitude

Consumer attitudes towards a brand refer to a pre-dominant disposition of a consumer or individual
towards a brand, object, person or business entity (Ajzen, 2020; Armstrong & Kotler, 2008; Schiffman &
Kanuk, 2004). Whilst hypotheses H1a, H1b and H1c relate to consumer perceptions of the credibility of
the corporate entity, H2a, H2b and H2c focus on the proposed relations between perceived CSR dimen-
sions and consumers’ attitudes towards the product brands as opposed to the image and reputation
perception of the firm.
This study views competitive pricing and superior product quality as closely related to the product
on the market than other related aspects because they define the firm’s interactions with their custom-
ers. Therefore, firms observed to be compliant to economic CSR have a higher propensity to translate
that consumer perception into positive brand attitude in competitive markets. Dimensions such as fair
labor practices and good internal marketing also closely affect market brands perceptions in most
conventional markets (Mapokotera et al., 2023; Vera-Martínez et al., 2022). The employees are the inter-
nal customers who carry the brand ambassadorial role in the markets (Benjarongrat & Neal, 2017).
However, price competition is predominant in Zimbabwean markets and employee welfare perceptions
6 P. DANGAISO ET AL.

are highly variable. Meanwhile, Zimbabwe has the highest data prices in the world and its effects has
not been examined (POTRAZ, 2023). Research evidence suggests that perceived economic CSR affects
market success of product brands (Manuere et al., 2022; Shoko et al., 2021). Given that, we hypothe-
sised that;
H2a: Perceived economic CSR positively and significantly influences consumer brand attitude in the telecom-
munications sector in Zimbabwe.

Social CSR has been defined and its variants have been identified in the development of H1b. It
incorporates all corporate investments directed towards alleviation of societal challenges such as pov-
erty, health access, education and community wellbeing. For example., Econet Wireless and POTRAZ
fund youth rehabilitation and correctional services centres (Fundira & Mupfungidza, 2022; Manuere
et al., 2022). Although no empirical research has been drawn on the relationship between perceived
social CSR and consumer brand attitude, we expect that consumers, as the ‘resident societal members’,
are keen to reciprocate the corporate deeds directed towards its less priviledged segments. Manuere
et al. (2022) found the positive effect of social CSR on generic consumer behavior in the telecommuni-
cations industry in Zimbabwe. Further, a related study by Vera-Martínez et al. (2022) reported that social
CSR has a positive effect on brand identification. Given the empirical bases, we formulated the following
hypothesis.
H2b: Perceived social CSR positively and significantly influences consumer brand attitude in the telecommuni-
cations sector in Zimbabwe.

Concerns for environmental safety have proliferated in the recent decade as efforts towards environ-
mental sustainability (Khojastehpour & Johns, 2010). Further, concerns for environmentally sensitive firms
have risen and initiatives such as greener manufacturing and operations, lean production, and sustain-
able waste disposal methods (Agrawal & Gupta, 2018). Research evidence shows that environmental sen-
sitivity has emerged one of key dimensions being considered by consumers when choosing brands and
even employers (Vera-Martínez et al., 2022). However, environmental sustainability action has been slow
in developing economies such as Zimbabwe as economic constraints continue to marginalize their sus-
tainability agenda (Dangaiso, 2023; Muposhi et al., 2015). However, Vera-Martínez et al. (2022) reported
an insignificant effect of environmental CSR on brand identification. This has been often conceptualised
as the green dilemma or and green rhetoric (Davari & Strutton, 2014; Muposhi et al., 2015). Despite that,
related evidence suggest that perceived environmental CSR has a positive correlation with consumer
brand intentions (Arachchi & Samarasinghe, 2023). Given the importance of environmentalism in curbing
adverse sustainability problems faced by consumers, we expect perceived environmental CSR to posi-
tively influence consumer brand attitude. The following hypothesis was proposed;
H2c: Perceived environmental CSR positively and significantly influences consumer brand attitude in the tele-
communications sector in Zimbabwe.

2.2.3. Corporate brand credibility and consumer brand attitude

Consumers tend to create associations with corporate brands that have a positive image (Adewole, 2023;
Agrawal & Gupta, 2018). The corporate’s credibility reflects the firm’s image accrued from the way it dis-
charges its business. Corporate brand credibility resembles both reputation and image perceptions of
consumers towards the firm (Mahmood & Bashir, 2020, p. 1). Other researchers e.g. Vera-Martínez et al.
(2022) conceptualised corporate brand credibility as firm credibility. An attitude causes one to behave
positively or negatively towards that particular object or product (Schiffman & Kanuk, 2004). Corporate
brand image has been reported to influence consumer brand affiliations (Aydin, 2019; Puriwat &
Tripopsakul, 2021; Ramesh et al., 2018). In Zimbabwe telecommunications sector, we expect CSR-based
corporate brand credibility to positively relate to consumer attitudes towards the firm’s products.
Consequentially, we hypothesized that;
H3: Corporate brand credibility positively and significantly influences consumer brand attitude in the telecom-
munications sector in Zimbabwe.
 Cogent Business & Management 7

2.2.4. Corporate brand credibility and consumer brand preference

CSR has been observed to trigger cognitive beliefs in minds of stakeholders about the firm’s responsible
corporate behavior (Adewole, 2023; Bianchi et al., 2019). Consumer brand preference is defined as a
predominant propensity to select a particular brand for purchase despite competitive pressures from
other brands (Liu et al., 2014; Puriwat & Tripopsakul, 2021). Extant literature supports that corporate
brand image positive relates to purchase intentions and brand loyalty (Alvarado-Herrera et al., 2017;
Asmussen & Fosfuri, 2019; Cheung et al., 2019; Vera-Martínez et al., 2022). Thus, in the Zimbabwean
telecommunications context, we expect corporate brand credibility to have a positive effect on consum-
ers’ brand selection when purchasing products and services. Thus, the study proposed that;
H4: Corporate brand credibility positively and significantly influences consumer brand preference in the tele-
communications sector in Zimbabwe.

2.2.5. Consumer brand attitude and consumer brand preference

Extant literature views consumer attitude as a key precursor to consumer brand behaviors in most con-
sumer markets (Adewole, 2023; Dangaiso, 2023; Jeon et al., 2020). The tri-component model of attitude
formation (Rosenberg & Hanland, 1960) opines that attitudes develop mentally (cognitive), emotionally
(affective) and behaviorally (conative). This implies that positive metal associations (initiation stage),
translate into a brand feelings (middle stage) and ultimately trigger a purchase behavior (final stage)
(Armstrong & Kotler, 2008; Schiffman & Kanuk, 2004). A positive attitude towards brand offered by a firm
is thus expected to stimulate purchase decisions skewed towards that brand (Jeon et al., 2020; Puriwat
& Tripopsakul, 2021).
However, divergent literature notes that an attitude-behavior gap has been observed in consumer
studies on sustainability subjects where positive consumer attitudes did not translate into intended pur-
chase behaviors. This has been conceptualized as the green dilemma (Muposhi et al., 2015), green rhet-
oric (Johnstone & Tan, 2015), beliefs-consumption behaviors gap (Davari & Strutton, 2014), attitude-behavior
gap (Peattie, 2010) and purchase intentions-behaviors gap (Mendleson & Polonsky, 1995). However, there
is also considerable literature supporting the causal link between consumer brand attitude and purchase
intention (Arachchi & Samarasinghe, 2023; Aydin, 2019; Jeon et al., 2020). In the Zimbabwean context,
we also expect that consumer brand attitude will positively relate to consumer brand preference.
Consequentially, the following hypothesis was formulated;
H5: Corporate brand attitude positively and significantly influences consumer brand preference in the telecom-
munications sector in Zimbabwe.

Figure 1 illustrates the hypothesised research model.

3. Materials and methods

3.1. Design, population and sampling
The purpose of the research was to examine causal relationships between perceived CSR, corporate
brand credibility, consumer brand attitude and consumer brand preference. The study adopted a causal
research design to evaluate the proposed relationships between theoretical constructs in the proposed
model. This design is suited to studies that seek to explain cause and effect relationships between vari-
ables drawn in a conceptual framework (Hair et al., 2020). The target population were customers of
telecommunications companies with confirmed operationalized CSR projects across Zimbabwean prov-
inces. The study area was the Harare Metropolitan Province; therefore, customers in its Central Business
District (CBD) were used as the unit of analysis. The Harare CBD was selected based on the heterogeneity
of consumers who visit the capital from different parts of the country (Zimbabwe).
Since some the conditions needed for random sampling were not satisfied, e.g. unavailability of a
sampling frame, convenience sampling was used (Hair et al., 2020). Although probabilistic methods bet-
ter resemble the distribution of population parameters, we used convenience sampling to collect data
from population elements that were available (Saunders et al., 2018). Further, 385 structured
8 P. DANGAISO ET AL.

Figure 1. Hypothesised research model.

Source: Authors’ construction.

questionnaires were distributed. The item-to-response ratio should range from 1: 4 to 1: 10 for each set
of variables (Chepchirchir & Leting, 2015). As 25 measurement (observed) items were adopted, 100–250
samples were considered sufficient in this study. Further, sample size determination was also based on
sample sizes used in related studies, resource constraints and completion rates.

3.2. Measures
The instrument that was employed in this study was adopted from literature. These were conceptualised
as perceived economic CSR, perceived social CSR, perceived environmental CSR, corporate brand credi-
bility (Vera-Martínez et al., 2022), consumer brand attitude (Puriwat & Tripopsakul, 2021) and consumer
brand preference (Jeon et al., 2020). Constructs were measured on a 7-point Likert-scale from strongly
disagree (1) to strongly agree (7). A pretest was conducted based on 15 finalist students from a local
university (Saunders et al., 2018).

3.3. Data collection procedures and ethical compliance

This study obtained ethical clearance from the Research and Ethics Committee of Chinhoyi University of
Technology. Prior to data collection, the purpose of the research was shared and participation was also
voluntary. In line with the ethical principles in consumer research, all the participants provided their prior
verbal informed consent. The type of consent adopted in a study depends on nature of the study, type
of participants and research context (Saunders et al., 2018). Verbal consent is permissible in opinion or
perception surveys that use self-reported data. More so, the data collection instrument also provided
information pertaining to the participant’s agreement to participate in the study. All participants con-
firmed their consent on the questionnaire.
Furthermore, the study was conducted compliant to the ethical principles of the Declaration of
Helsinki. At different times of the day, we used the mall intercept method to approach customers, seek
permission and deliver questionnaires that were submitted upon completion. We used filter questions to
eliminate non-elements of the targeted population from the sample. To prevent common methods bias,
the measurement items were mixed and respondents were educated that no answers were correct nor
wrong. Participants’ confidentiality and privacy were also strictly observed prior and post the data col-
lection phase (Saunders et al., 2018).

3.4. Data analysis methods

A two-step Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) in IBM SPSS
(used under IBM license) procedure was employed to generate the findings (Anderson & Gerbin, 1988).
 Cogent Business & Management 9

On the measurement model, unidimensionality was ensured by retaining items with factor loadings that
were equal or greater than 0.7 (Byrne, 2013; Kline, 2016). Convergent validity was examined using
Average Variance Extracted (AVE) (AVE=/> 0.5) (Kline, 2016). Discriminant validity was checked using the
Fornell & Larcker (1981) criterion (square root of AVE > inter-construct correlations). Reliability was assessed
using composite reliability (CR > or = 0.7 (Byrne, 2013; Kline, 2016). The group of fit indices used in this
study belong to absolute fit indices (Normed Chi square (x2/df ), Goodness of Fit Index (GFI), Root Mean
Residual (RMR), and the Root Mean Square Error of Approximation (RMSEA); and incremental fit indices
(Comparative Fit Index (CFI), Tucker-Lewis Index (TLI) and Normed Fit Index (NFI) (Collier, 2020; Kline,
2016). The Maximum likelihood method was used to estimate model parameters and at 95% confidence
interval, t-statistics greater than 1.96 were adjudged significantly different from zero (p < 0.05).

4. Results
4.1. Demographic profile
The study had a response rate of 77.4% (298) and 266 were valid. The major highlights were that there
were 123 (53.8%) females, 140 (52.6%) formally employed, 162 (60.9%) of the 18–35 age group and 170
(63.9%) bachelor’s degree holders. Table 1 shows the full demographic profile of the participants.

4.2. Assessment of the measurement model

Confirmatory Factor Analysis (CFA) was done in line with the two-step data analysis procedure for SEM
(Anderson & Gerbin, 1988). Unidimensionality was assessed by inspecting the standardized factor load-
ings. A factor loading represents the correlation between a latent construct and an observed variable,
establishing how well an observed variable explains variance in the latent construct (Kline, 2023).
According to Kline (2016), factor loadings should be at least 0.7. The loadings ranged from 0.791 to
0.938, except P_Econ5 (0.660), P_Env4 (0.682) and P_Env5 (0.620) which were subsequently deleted. We
did not retain these items since we had observed items greater than the minimum required (3 per fac-
tor) hence those which did not sufficiently reflect significant variance on their parent constructs were
excluded from further analysis (Byrne, 2013; Kline, 2016). Thus, the requirement of unidimensionality
was met.
Secondly, the model fit was examined in order to establish how well the sample variance-covariance
matrix fits the hypothesized model’s variance-covariance matrix (Collier, 2020; Kline, 2016). Inspection of
the modification indices and the standardized residual covariance matrix suggested that no further
re-specification was needed to improve the model. The 6-factor CFA model produced a very good fit.
The absolute fit were within acceptable values (Anderson & Gerbin, 1988; Byrne, 2013; Kline, 2016) (CMIN
= 445.59, degrees of freedom (df ) = 194, x2/df = 2.29, RMR = 0.038, GFI = 0.901, RMSEA = 0.070), and
so were the relative fit indices (CFI = 0.947, TLI = 0.937, NFI =0.911, IFI = 0.948).

Table 1. Demographic profile.

Variable Category Frequency Percentage
Gender Male 123 46.2
Female 143 53.8
Age 18–35 years 162 60.9
36–55 years 61 22.9
Above 55 years 43 16.2
Education No formal education 0 0
Ordinary level 33 12.4
Diploma/Certificate 11 4.1
Bachelor’s degree 170 63.9
Master’s degree 37 13.9
Doctorate degree 15 5.6
Income source Formal employment 140 52.6
Self employment 74 27.8
Diaspora remittances 41 15.4
Pension funds 11 4.1
Source: Primary data.
10 P. DANGAISO ET AL.

Further, a statistical test for Common Methods Variance (CMV) was run using Harman’s single factor
test (Collier, 2020; Podsakoff et al., 2003). An Exploratory Factor Analysis (EFA) procedure confirmed that
no factor accounted for 50% or more of the total variance (31.27%). More so, a comparison of the model
fit between a one-factor model and the six-factor model was done (Kline, 2016). The one-factor model
had the worst fit (CMIN = 1993.16, df = 209, x2/df = 9.53, RMR = 0.099, GFI = 0.529, RMSEA = 0.179, CFI
= 0.626, TLI = 0.586, NFI = 0.601, IFI = 0.628) relative the six-factor CFA model (CMIN = 445.59, df = 194,
x2/df = 2.29, RMR = 0.038, GFI = 0.901, RMSEA = 0.070, CFI = 0.947, TLI = 0.937, NFI = 0.911, IFI = 0.948).
Given these results, CMV was not a problem in this study.
Convergent validity of the constructs was assessed using statistically significant factor loadings,
Average Variance Extracted (AVE) and Squared Multiple Correlations (SMC). According to Kline (2016)
convergent validity is satisfied when AVE is at least 0.5, CR > AVE and SMC ≥ 0.5 (Table 2). Further, the
factor loadings were greater than 0.5 and they were all statistically significant (p < 0.01). The required
conditions were all satisfied, therefore convergent validity was present. To establish discriminant validity,
the Fornell & Larcker (1981) criterion was used. According to Fornell and Larcker, the square root of the
AVE should greater than the correlations between the construct and any other variable in the model
(Table 3). This condition was met except for Perceived Environmental CSR and Perceived Social CSR.
However, this was deemed inconsequential as literature suggests that the two constructs are conceptu-
ally related (Bravo et al., 2012; Vera-Martínez et al., 2022). We assessed internal consistency using Cronbach
alpha (CA) and Composite Reliability (CR). The composite reliability and Cronbach alpha values were all
above 0.7, demonstrating adequate construct reliability (Nunnally & Bernstein, 1994). The scale items
regarding customer perceptions of their mobile telecommunications provider and their psychometric
properties are in Table 2 and Figure 2 illustrates the measurement model.

4.3. Assessment of the structural model

The assessment of the structural model was done based on the model fit, significance of path estimates
and its predictive power (Byrne, 2013; Kline, 2016, 2023). Firstly, the model was evaluated based on the
attainment of acceptable fit indices. In absolute fit indices, CMIN = 450.56. df = 197, x2/df = 2.28, RMR
= 0.040, GFI = 0.908 and RMSEA = 0.070 whilst incremental fit indices were; CFI = 0.947, TLI = 0.938, IFI
= 0.947 and NFI = 0.910. Based on Kline (2016), the structural model obtained a good fit. Figure 3 illus-
trates the structural model.
Secondly, the path estimates, t-statistics and p-value were used to determine relationships that were
statistically significant (Byrne, 2013; Kline, 2023). At 95% confidence interval, t-values greater than 1.96
were adjudged statistically significant from zero (Kline, 2023). Hypothesis H1a, H1b and H1c proposed
that perceived economic CSR, perceived social CSR and perceived Environmental CSR positively affect
corporate brand credibility, respectively. In H1a, β = .281, t = 4.014 and p = 0.000, whilst in H1b, β = .251,
t = 4.183, p = 0.002 and in H1c, β = .227, t = 3.783, p = 0.001. The results confirm that economic CSR (fair
pricing, equitable employee compensation, and high quality products), social CSR (social welfare, infra-
structural support and philanthropy) and environmental CSR (environmental conservation, infrastructural
development, green operations, sustainable waste disposal) have a significant effect on consumers’ per-
ceptions of corporate brand credibility in the telecommunications sector in Zimbabwe. Given these
results, hypotheses H1a, H1b and H1c gained empirical support.
Further, hypotheses H2a, H2b and H2c predicted that that perceived economic CSR, perceived
social CSR and perceived Environmental CSR positively influence consumer brand attitude. Results
from SEM indicated that two of these causal paths were statistically significant. These were H2a (β =
.303, t = 3.228, p = 0.001) and H2b (β = .242, t = 3.723, p < 0.001). In H2c, the relationship was not sta-
tistically significant (β = -.108, t = -.767, p = 0.116). Consequently, H2a and H2b were supported whilst
H2c was rejected. The findings suggest that consumers’ perceptions of environmental CSR activities
(environmental conservation, greener processes, green waste disposal, lean production) does not
translate into positive brand attitudes for their products. In contrast, perceived economic CSR (fair
pricing, equitable employee compensation, and high quality products) and perceived social CSR
(social welfare, infrastructural support and philanthropy) were positively influential on consumer
brand attitudes.
 Cogent Business & Management 11

Table 2. Psychometric properties of the measurement model.

Construct/ Observed Loading SMC AVE CA CR
Perceived Economic CSR .764 .922 .928
P_Econ1: The firm tries to maintain a fair pricing policy .875*** .766
P_Econ2: The firm seeks to continually improve the quality of .886*** .785
its products
P_Econ3: The firm tries its best to be more productive .791*** .626
P_Econ4: The firm treats its employees with care .938*** .880
Perceived Social CSR .703 .904 .904
P_Soc1: The firm tries to improve the quality of life in .812*** .659
communities where it operates
P_Soc2: The firm respects an ethical code of conduct with its .853*** .727
customers and employees
P_Soc3: The firm seeks to sponsor activities related to the .847*** .718
society
P_Soc4: The firm shows sympathy towards the communities in .841*** .841
which it operates
Perceived Environmental CSR .719 .884 .884
P_Env1: The firm offers a product compatible with the .877*** .769
environment
P_Env2: The firms tries to protect the environment .870*** .757
P_Env3: The firm considers environmental issues when carrying .794*** .630
out its activities
Corporate Brand Credibility .695 .901 .901
Cbc1: I consider the firm to be socially honored .854*** .729
Cbc2: The firm is a sincere company .851*** .724
Cbc3: I believe the firm in a credible organization .835*** .698
Cbc4: The firm is a good example of a responsible organization .794*** .631
Consumer Brand Attitude .710 .904 .907
Cba1: My disposition towards the firm’s products is positive .825*** .680
Cba2: I am attracted by socially responsible brands .881*** .776
Cba3: My disposition towards the firm is superior .850*** .723
Cba4: I like the firm’s offerings compared to similar products .814*** .662
Consumer Brand Preference .724 .881 .887
Cbp1: I always purchase the firm’s products and services .816*** .665
Cbp2: I always choose the firm’s products despite availability of .938*** .880
good competing brands
Cbp3: I recommend the brand for purchase to my friends and .791*** .625
family
Note: **** denotes p-values < 0.001; SMC = Squared Multiple Correlations; MSV = Maximum Shared Variance; AVE = Average Variance Extracted;
CA = Cronbach Alpha; CR = Composite Reliability.

Table 3. Assessment of discriminant validity.

Construct 1 2 3 4 5 6
Perc_Economic_CSR (1) .874
Perc_ Social_CSR (2) .750 .838
Perc_ Environmental_CSR (3) .699 .864 .848
Corp_Brand_Credibility (4) .627 .657 .638 .834
Con_Brand_Attitude (5) .562 .537 .465 .529 .843
Con_Brand_Preference (6) .426 .407 .434 .435 .601 .851
Note: Square roots of AVE are bolded on the diagonal; construct correlations are below the diagonal; perc = perceived; con = consumer.

Further, the study hypothesized that corporate brand credibility has a positive effect on consumer
brand attitude in H3. The results indicate that this relationship was confirmed (β = .248, t = 2.987,
p = 0.003). This supports that when consumers associate a corporate brand with of goodwill, integrity,
respect and trust through CSR projects, the firm earns corporate brand credibility and this stimulates
development of positive consumer brand attitudes towards its products and services. Corporate brand
credibility strongly influenced consumer brand attitudes in the telecommunications product and service
markets. As a result, H3 was supported.
In H4, the positive influence of corporate brand credibility on consumer brand preference was mod-
elled. The results confirmed a positive causal effect. This was evidenced by a standardized estimate (β)
of .171, a t-statistic of 2.525 and a p = 0.012. Given these results, H4 was accepted. The findings con-
firm that positive consumer perceptions of a corporate brand have a positive effect on consumer
brand preference when they make actual purchasing choices, thus corporate credibility arising from
CSR support acts as a strong pre-cursor to consumer brand preferences in the telecommunications
sector in Zimbabwe.
12 P. DANGAISO ET AL.

Figure 2. Measurement model.

Source: Research data.

H5 predicted that consumer brand attitude has a positive impact on consumer brand preference. The
relationship was strong, positive and statistically significant, thus, this hypothesis was also confirmed (β
= .511, t = 7.170, p < 0.001). The results provide evidence to support that as consumers build a positive
attitude towards a firms’ brands, the higher is their propensity to purchase it amongst competing prod-
ucts. These finding strongly support that CSR-based consumer brand attitude positively and significantly
influences consumers’ brand preferences in a Zimbabwean context. Table 4 shows the outcomes of
hypothesis testing.

4.4. Discussion of findings

The influence of perceived CSR dimensions on corporate brand credibility was confirmed. In the first
instance, the relationship between perceived economic CSR and corporate brand credibility was positive
and significant (β =.281, t = 4.014). This resulted in support for Hypothesis H1a. The findings substantiate
that fair business practices, reasonable prices, equitable employee rewards, high quality products (eco-
nomic CSR) have a positive impact on the corporate image and reputation of the firm. This could be
 Cogent Business & Management 13

Figure 3. Structural model.

Source: Research data.

Table 4. Results of hypothesis testing.

Hypothesized relationship Estimate t-statistic p-value Result
H1a: Perc_Econ_CSR->Corp_Brand_Cre .281 4.014 *** Supported
H1b:Perc_Social_CSR->Corp_Brand_Cre .251 4.183 *** Supported
H1c:Perc_ Env_CSR-> Corp_Brand_Cre .227 3.783 .001 Supported
H2a: Perc_Econ_CSR -> Con_Brand_Att .303 3.228 .003 Supported
H2b: Perc_Social_CSR->Con_Brand_Att .242 3.723 .001 Supported
H2c: Perc_ Envi _CSR-> Con_Brand_Att −.108 −.767 .116 Not supported
H3: Corp_Brand_Cre->Con_Brand_Att .248 2.987 .003 Supported
H4: Corp_Brand_Cre->Con_Brand_Prefer .171 2.525 .012 Supported
H5: Corp_Brand_Att->Con_Brand_Prefer .511 7.170 *** Supported
Note: *** denotes p < 0.001.

explained by the close link between Zimbabwean consumers and the manner in which they interact
with the firm on other exchange relationships outside the telecommunications commercial context. In
related studies, Vera-Martínez et al. (2022) reported the positive effect of economic CSR on firm credibil-
ity whilst Mapokotera et al. (2023) noted its positive effect on corporate social competitiveness. Economic
CSR had the strongest causal effect on corporate brand credibility relative to social and environmental
CSR. Thus, current findings add to literature the positive impact of economic CSR on corporate brand
credibility.
The relationship between social CSR and corporate brand credibility was also positive and statistically
significant (β = .251, t = 4.183) and H1b was accepted. In the telecommunications sector in Zimbabwe,
the study finds that community support, education funding, health donations, social welfare programs
and infrastructural investment (social CSR) earns the firm corporate brand credibility endowed in its rep-
utation and image. Vera-Martínez et al. (2022) confirmed that social CSR positively influenced firm cred-
ibility. In a related study, Mapokotera et al. (2023) also confirmed that social CSR leads to corporate social
competitiveness. Further, the study of Mohammed and Rashid (2018) confirmed that philanthropic acts
towards humanitarian causes, health, education, and participation in community building programs
brings a sense of identification and loyalty among customers. In the current study, we find that in devel-
oping economies like Zimbabwe, consumers have lower disposable incomes hence they strongly relate
to corporate philanthropic behavior as firms remedy topical societal challenges. Perceived social CSR had
the second strongest effect on consumer brand credibility based on the estimated parameters and
t-values.
Further, the study also confirmed the positive effect of perceived environmental CSR on corporate
brand credibility (β = .227, t = 3.783) and we confirmed hypothesis H1c. In a Zimbabwean context, the
study demonstrates that firms that invest in cleaner production processes, sustainable waste disposal
practices, revitalize dilapidated worksites (environmental CSR) earns the firm consumer trust and percep-
tion of good corporate citizenship, hence corporate brand credibility. Although the environmental
14 P. DANGAISO ET AL.

sensitivity is relatively lower in developing economies (Muposhi et al., 2015), current findings show that
the collective community benefits through firm’s environmental CSR investment have a high propensity
to earn the firm goodwill, image and reputation. These findings contrast with Vera-Martínez et al. (2022),
who found the relationship to be insignificant. However, Manuere et al. (2022) found environmental CSR
to significantly affect consumer behavior. Further, the findings of Mapokotera et al. (2023) also demon-
strate that environmental CSR stimulates corporate social competitiveness. Khojastehpour and Johns
(2010) found that environmental CSR influences corporate brand image. However, in this study, perceived
CSR had the least strength on corporate brand credibility. Overall, the three CSR dimensions explained
48.7% variance on corporate brand credibility.
The study also proposed causal effects on the three CSR dimensions on consumer brand attitude in
H2a, H2b and H2c. The relationship between perceived economic CSR and consumer brand attitude was
positive and significant (β = .303, t = 3.228). In the telecommunications sector in Zimbabwe, we observe
that consumers are more sensitive to the manner in which the firm conducts in business with all stake-
holders in parameters such as fair pricing models, employee welfare, service or product quality and tax
attitudes. Manuere et al. (2022) and Shoko et al. (2021) found that economic CSR positively affects con-
sumer response to product brands. Mohammed and Rashid (2018) and Vera-Martínez et al. (2022) also
examined its impact on brand identification and product brand image, respectively. We also observe that
positive economic properties of the relationship between the firm and the consumer were important on
the subjective stimulation of brand responses elicited by consumers. However, these results are interest-
ing given that Zimbabwe has the highest data services in the world, which probably suggest that future
research should further refine economic CSR to avoid overlapping effects.
Hypothesis H2b, which proposed positive causality between perceived social CSR and consumer brand
attitude was accepted (β = .242, t = 3.723). This study also shows that in developing ecconomies like
Zimbabwe, social CSR (community support, social welfare programs and infrastructural investment) stim-
ulates positive consumer attitudes towards the firms’ brands. This research realises that the society com-
prises of the ‘collective consumer’ hence corporate good deeds directed to the ‘people’ are reciprocated
by the ‘consumer’ in form of brand affiliation, purchase intent and actual purchase. Given the scale of
social CSR in the telecommunications sector especially amid COVID-19, consumers are expected to pos-
itively relate to the firms’ offerings. The study notes that Vera-Martínez et al. (2022) reported a positive
effect of social CSR on brand identification in a related study. Further, our findings are aligned to
Mohammed and Rashid (2018) who claimed that social CSR conveys a sense of identification, inclusion
and loyalty among consumers. In terms of relative impact, social CSR was second on the effect on con-
sumer brand attitude.
H2c was rejected as the impact of perceived environmental CSR on consumer brand attitude was not
positively significant (β = -.108, t = -.767). Against our expectations, we find that investing in environmen-
tal conservation, cleaner production processes, green waste disposal, reclamation of dilapidated worksites
(environmental CSR) did not positively influence consumers’ brand attitudes towards product brands in
Zimbabwean telecommunications sector. This could connote that consumers from low-income and devel-
oping economies like Zimbabwe could be more sensitive to ‘human CSR’ that directly impact their live-
lihoods (economic and social CSR) than the wider ‘ecological’ good. Further, green consumerism and
environmentalism have relatively received slower attention in developing countries. Although no theo-
retical arguments have been raised yet to support this behavioral paradox, Currás-Pérez et al. (2018) and
Vera-Martínez et al. (2022) also noted that that not all consumers value environmental sustainability in
their studies.
H3 was also supported, thus corporate brand credibility positively influenced consumer brand atti-
tudes (β = .248, t = 2.987). The findings support that CSR initiatives earn corporate brand reputation/
image among consumers and this in turn leads to positive consumer brand attitudes. Extant literature
supports that consumers form brand associations with corporates who exhibit socially responsible cor-
porate behavior (Agrawal & Gupta, 2018; Hsu et al., 2022; Puriwat & Tripopsakul, 2021). Therefore, the
findings are not a new phenomenon in CSR studies. Consumers’ brand affiliations towards firms that
actively support the sustainability thrust has been observed in previous studies e.g. Aydin (2019), Ramesh
et al. (2018) and Schnittka et al. (2022). However, key to note is the empirical validation of the link
between CSR-based corporate brand credibility that transcends into positive consumer brands attitudes
 Cogent Business & Management 15

in consumer markets. This study clearly delineates an over-generalised nexus in previous research stud-
ies. Overall, corporate brand credibility plus the three CSR dimensions had 38.2% variance in consumer
brand attitudes (R Squared = .382).
Further, H4 was also accepted and the effect of corporate brand credibility on consumer brand pref-
erence was confirmed (β = .171, t = 2.525). The findings imply that CSR drives good corporate image,
public perception and sympathy, goodwill and corporate reputation. Thus, this results in feelings of
closeness, trust and commitment towards a company’s brands (Adewole, 2023; Hsu et al., 2022). These
results connote that the relationship is strengthened by the consumers’ desire to repay the faith to cor-
porate brands through positive brand association that translates into purchase behaviors. The findings
closely relate to those reported in studies of Asmussen and Fosfuri (2019), Cheung et al. (2019),
Vera-Martínez et al. (2022).
H5 had proposed the positive effect of consumer brand attitude on consumer brand preference. This
proposed effect presented a behavioral argument against prior studies that omitted the role of attitude
formation in the link between CSR and consumer brand preference or purchase disposition. Extant
behavioral literature strongly support that individual attitude play a key precedent role on brand behav-
iors (Ajzen, 2020; Dangaiso, 2023; Dilotsotlhe & Akbari, 2021). Interestingly, this relationship was con-
firmed (β = .511, t = 7.170) and the evidence suggests that a positive attitude towards a CSR dominant
brand translates into brand favor, likeness and preference when making purchases. The tri-component
model of attitude formation (Rosenberg & Hanland, 1960) suggests that consumers develop brand beliefs
(cognitive) and brand feelings (affective) that culminate into brand behaviors (conative). In the
Zimbabwean context, we confirmed that consumer concerns for socially responsible brands stimulate the
development of cognitive beliefs, brand feelings and behaviors towards brands that support communi-
ties through CSR. The findings concur with Jeon et al. (2020) and Puriwat and Tripopsakul (2021).
Overall, the validated model explained 62.9% of the variability in consumer brand preference in the
telecommunications sector in Zimbabwe. The current research builds and evaluates a more comprehen-
sive composite model that integrates fragmented constructs that have been examined in literature as
discrete variables in simplistic linear relationships. The study attempts to specify a model that resembles
key CSR dimensions and their relationships with corporate brands (corporate brand credibility through
image and reputation) and market-based outcomes (consumer brand attitude and consumer brand pref-
erence). We also emphasize the role of brand attitude as the key linkage between CSR and consumer
brand preference. Lastly, the study notes the underwhelming customer environmental sustainability
awareness in pre-merging markets, an important impetus for advanced sustainability marketing in most
developing markets.

5. Conclusions and implications

5.1. Conclusions
The main objective of this research was to propose and validate a CSR-based consumer brand preference
model that connects CSR dimensions to corporate brand credibility, consumer brand attitude and con-
sumer brand preference in the telecommunications sector. The paper concludes that perceived economic
CSR and perceived social CSR are strong predictors of CSR-based corporate brand credibility and con-
sumer brand attitude, which in turn strongly determines consumer brand preference. Although perceived
environmental CSR positively and significantly influenced corporate brand credibility, this study concludes
that perceived environmental CSR does not influence brand attitudes in consumer markets. The study
concludes that the link between CSR and consumer brand dispositions largely vary by context hence
more research is still imperative. Current findings suggest that this depends on the underlying consumer
orientation towards the specific CSR dimensions in their economic context.
Current study shows that consumers in pre-emerging markets have a lower orientation and under-
standing of green brands and environmental sustainability relative to prior research in more advanced
economies. Arguably, due to lower income and lower quality of life, consumers in developing markets’
brand dispositions were found to be more aligned to ‘human CSR’ (economic and social CSR benefits)
than environmental concerns. The study therefore observes the underwhelming consumer environmental
16 P. DANGAISO ET AL.

orientation in developing markets as consumers’ perceived environmental CSR did not relate with con-
sumer brand attitude. In developed countries, more demanding and complex consumer profiles have
mainstreamed green adoption, environmental sensitivity and corporate awareness in diverse market set-
tings. Lastly, the research underlines a key consideration for behavioral researchers in the CSR context
that consumer brand attitude occupies a key role in the linkage between CSR and consumer brand
behaviors.

5.2. Theoretical implications

This research aimed to advance literature in the area of CSR, consumer behavior and brand manage-
ment; hence, a CSR-based consumer brand preference model was proposed and tested. The study
advances literature that confirm the power of corporate self-regulation endowed in CSR initiatives
through expediting consumer brand acceptance and preference. Further, this research is one of the
scarce studies to operationalize CSR and consumer brand preference using the sustain-centric paradigm,
thus it validates the framework in the context of a pre-emerging economy. More so, the study is the first
to operationalize and validate a model connecting economic CSR, social CSR and environmental CSR,
corporate brand credibility, consumer brand attitude and consumer brand preference. This model may
be re-examined in other contexts to evaluate its applicability to diverse CSR phenomenona. Secondly,
the study disconfirms the positive effect of environmental CSR on consumer brand attitude in the con-
text of the telecommunications sector from a developing country, supporting to earlier research by Bravo
et al. (2012), Currás-Pérez et al. (2018), Peloza and Shang (2011) and Vera-Martínez et al.(2022).
Further, the model explained 62.9% of the variability in CSR-based consumer brand preference, thus, it
validates the model in a relatively under-researched subject in a low-income economy. Further, CSR research
is scarce in developing economies due the fewer number of corporates that have been keen and capable
of investing in CSR in the past. Although the research framework was integrated from a previously exam-
ined model (sustain-centric model) and branding constructs, it provides a baseline on which future CSR and
consumer brand preference research in developing economies can be conceptualized and operationalized.
Although CSR research has recently advanced, this study integrates loosely tested constructs in a more
comprehensive framework that was validated using an advanced statistical methodology. Although the CSR
concept has had diverse and emergent dimensions, the sustain-centric approach validates CSR on key pil-
lars that serve as fundamental thrust for inclusive and sustainable social responsibility.

5.3. Practical implications

Traditionally, firms are obliged to comply with legal frameworks imposed by governments and industry
regulators. Meanwhile, Zimbabwe does not have a legal framework on operationalization of CSR and
firms invest in CSR out of organizational self-consciousness. This research enlightens corporate managers
on the attractiveness of corporate self-regulation through CSR that engenders community development,
poverty alleviation, infrastructural development, fair business practices, sustainable production methods,
quality control, sustainable consumption behavior, better waste management practices and community
empowerment through internally managed initiatives. Current findings educate corporate managers in
developing economies on the nexus between CSR and market-based assets that accrue to the firm. The
study demonstrates to corporate managers the positive gains of CSR, in terms of consumer brand pref-
erence, an under-researched subject area especially in developing markets where CSR was initially
received with corporate skepticism.
Secondly, the research also debunks the misconception that CSR is a way one beneficiation strategy
meant to reduce profit margins on corporates. This model illustrates the investments and returns from
CSR, thus it provides a key impetus for firms to employ CSR as a differentiation strategy for generating
consumer brand preference. Further, given that the corporates consider many CSR initiatives and that
CSR is a multi-dimensional construct, this paper enlightens the relative importance of economic, social
and environmental CSR, thus the research provides an empirical springboard for resource allocation
based on these validated CSR measurements. Ranking in ascending order, this study shows the relative
impact of economic CSR, social CSR and environmental CSR, respectively. However, more implications are
 Cogent Business & Management 17

situated on the empirical outcome of a low-ranking environmental CSR perception, a key area that envi-
ronmentalists may need to work on in pre-emerging economies so that environmentally sensitive firms
gain positive consumer market attitudes. Given the widely experienced global adverse climate effects,
corporate managers and environmental activists need to conscientise all stakeholders, particularly
end-users on the role of environmental sustainability on global bio-physical longevity.

5.4. Limitations and future research directions

Although the main objective of the study was accomplished, this research was also subject to some
inherent limitations. The first limitation arises from the multi-dimensionality of CSR, this research focused
on constructs from the sustain-centric model. However, emergent literature suggests that operationaliza-
tion of CSR has been too subjective and dimensions such as ethics CSR, political CSR, cultural CSR and
legal CSR have emerged (Puriwat & Tripopsakul, 2021). Future studies may extend the framework with
constructs excluded from this study to enhance its explanatory power.
Secondly, a methodological limitation on the convenience sampling method that was employed in
this study. Probability sampling methods better resemble the distribution of population parameters
hence recommended. However, the technique was employed based on the non-availability of sam-
pling frames and consideration of other contextual factors. However, to enhance generalizability and
comparability with studies related, probabilistic sampling methods may be employed by future
researchers.
Lastly, although the sample size employed sufficed to reach statistical tests and conclusions, a bigger
and more representative sample from all provinces in Zimbabwe would have been more generalizable.
However, due to resource limitations, accessibility and subject context, the Harare Metropolitan province
was selected. Future researchers may use bigger samples to produce more precise findings.

Acknowledgements
The authors sincerely thank all the participants who took part in this research. We also thank the editors and anon-
ymous reviewers for their invaluable contributions towards improving our work.

Authors’ contributions
Conception and design: PD; Collection, analysis and interpretation of the data: PD and PM; Drafting of the paper:
PD and PM; Critical revision for intellectual content: PM, FM and DCJ; Final approval of the version to be published:
PD, PM, DCJ and FM. All authors agreed to be accountable for all aspects of the work. All listed authors meet the
criteria for authorship as per the ICMJE guidelines (PD: Phillip Dangaiso; PM: Paul Mukucha; DCJ: Divaries Cosmas
Jaravaza; FM: Forbes Makudza).

Disclosure statement
No potential conflict of interest was reported by the author(s).

ORCID
Phillip Dangaiso http://orcid.org/0000-0002-4495-0601
Paul Mukucha http://orcid.org/0000-0002-6264-6574
Divaries Cosmas Jaravaza http://orcid.org/0000-0002-8930-1242
Forbes Makudza http://orcid.org/0000-0003-2559-5576

About the authors

Phillip Dangaiso is a lecturer and enthusiastic academic researcher at Chinhoyi University of Technology, Zimbabwe.
Paul Mukucha (PhD) is a senior lecturer, Head of Marketing and distinguished researcher at Bindura University of
Science Education, Zimbabwe.
18 P. DANGAISO ET AL.

Divaries C Jaravaza (PhD) is also a senior lecturer and seasoned researcher at Bindura University of Science Education.
Forbes Makudza is a senior lecturer and experienced researcher at the University of Zimbabwe, Zimbabwe. Group
research interests include business management, corporate governance, services marketing, consumer behaviour,
green marketing, social marketing and brand management.

Data availability statement

Data available on reasonable request from the corresponding author.

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