Purpose The purpose of this paper is to investigate the impact of customers’ perceptions of corporate social responsibility (CSR) on affective and continuance commitment. It analyses the moderation effect of relationship age on the CSR-commitment relationships in the banking industry of an emerging economy. Design/methodology/approach Partial least squares based structural equation modeling was used to test the proposed hypotheses in a sample of 360 respondents collected from the retail banking sector of Pakistan. Findings Customers’ CSR perceptions directly and positively influence affective and continuance commitment. The findings also confirm that relationship age is a positive moderator of the CSR-continuance commitment relationship, but does not influence the CSR-affective commitment relationship. Practical implications Marketers should use CSR activities to enhance customers’ commitment. Given the moderating role of relationship age, marketers should devise different strategies for new and long-term customers. The results clearly show that relationship age affects the CSR-continuance commitment relationship. Long-term banking customers will more likely be in a binding relationship when their banks do CSR activities and disseminate those activities to long-term customers. The study explicitly indicates that maintaining long-term customers’ base through CSR activities helps the marketers in achieving sustainable competitive advantage. Originality/value First, it is the pioneering study to empirically investigate the understudied relationship between CSR and continuance commitment. Second, it examines the moderation effect of relationship age on CSR-commitment relationships in the banking industry of an emerging economy.

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Philanthropic activities have gained paramount importance in today’s world. The purpose of this paper is twofold. Firstly, the authors propose a model to comprehend the process of philanthropy (corporate as well as celebrity) in creating word of mouth intentions (hereafter WoM). Secondly, it attempts to explore the interaction effects of these philanthropies on WoM intentions. A structural equation model is tested in a sample of 400 FMCG consumers in Pakistan. The results confirm that both corporate and celebrity philanthropy directly and positively affect WoM intentions. However, their interaction effect is found to be insignificant on WoM intentions. This study has meaningful implications that involving philanthropic celebrities in corporate philanthropy-based advertisements may garner favorable consumers’ WoM intentions. It lies among the pioneering studies to empirically investigate the understudied model of corporate and celebrity philanthropy in order to understand the creation of WoM intentions.

Objective:To document the clinical presentation of neglected DDH and evaluate the outcome of triple procedure.Methods:It was a descriptive case series study, conducted at the Department of Orthopedic Surgery, National Institute of Rehabilitation Medicine (NIRM), Islamabad over a period of 8-years. It included children aged >1 and <9 years who underwent the triple procedure of open reduction, femoral shortening and Salter’s osteotomy. Clinical evaluation was performed using McKay’s criteria. Tonnis classification and Severin’s scoring system were employed for the radiological evaluation.Results:There were 193 children with 213 DDH affected hips. The mean age was 3.31±1.6 years. The preoperative severity of the femoral head dislocation per Tonnis classification was Grade-I in 7.98%(n=17), Grade-II in 48.35%(n=103) and Grade-III in 43.66%(n=93) hips. The postoperative MacKay criteria was ’Good’ to ’Excellent’ in 193(90.61%) hips. The postoperative Severin’s class was I in 113(53%) hips, II in 48(22.53%) hips, III in 43(20.18%) and IV in 9(4.22%) hips. The preoperative acetabular index ranged from 39° to 51° with a mean of 43.91±3.69°. The mean postoperative AI was 18.42±2.99°. The postoperative centre edge angle ranged from 21° to 26° with a mean 23.18 ±1.35°.Conclusions:The single stage triple procedure offers the surgical remedy of choice with favourable results for managing neglected and late diagnosed DDH among children aged 1-8 years.

The aim of this study was to determine the efficacy of subconjunctival bevacizumab in regressing corneal neovascularisation.