The effect of corporate social responsibility on customer engagement and citizenship behavior
Muhammad Mubushar,
Roberto Cerchione,
Shahid Rasool
et al.
Abstract:Due to the hybrid‐competitive market and the economic crisis, consumers are more ethically concerned about companies failing to adhere to environmental and human rights standards. Thus, companies have implemented corporate social responsibility (CSR) initiatives to improve their ethical performance and establish the groundwork for sustainable growth and competitive advantage. Relationship marketing orientation (RMO) contributes to strengthen customers relationships and value co‐creation. Drawing from the stake… Show more
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