Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication
While the CSR literature proliferates, understanding the effects of chiefly proactive (vs. chiefly reactive) CSR activities on customers' brand identification and brand love lags, leaving managers in the dark. To illuminate these issues, three studies were conducted. First, study 1 deployed an...
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| Format: | article |
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2025
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| Online Access: | http://hdl.handle.net/10725/16542 https://doi.org/10.1016/j.jretconser.2025.104230 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.sciencedirect.com/science/article/pii/S0969698925000098 |
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