Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty
Abstract
In an ever more transparent, digitalized, and connected environment, customers are increasingly pressuring brands to embrace genuine corporate social responsibility (CSR) practices and co-creation activities. While both CSR and co-creation are social and collaborative processes, there is still little research examining whether CSR can boost co-creation. In addition, while previous research has mainly related co-creation to emotional outcomes...
Paper Details
Title
Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty
Published Date
Sep 14, 2018
Journal
Volume
163
Issue
1
Pages
151 - 166
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