Societal marketing's influence on corporate image: An exploratory investigation of togolese customers’ behaviors

Supported by an ever-increasing body of literature, it is clear that the societal marketing as a philosophy, has been shown to have a positive influence on consumer behaviors and attitudes in various countries especially in today's developing countries. Thus, in this twenty-first century, many companies are increasingly concerned about managing societal issues in marketing to benefit key stakeholder interests, particularly customer groups. The present article is focused and addressed the influence of corporate societal marketing identity, corporate marketing communications and customer demographics on corporate image. A multiple regression relationships is conducted to predict customers’ behaviors toward corporate image from between societal marketing identity, corporate marketing communication, customers’ demographics factors. Secondly, the structural equation modeling-modeling will be expressed as path diagrams to highlight how the predictor variables are correlated and show how these observed and unobserved variables are inter-related in the model.