Sustaining customer engagement behavior through corporate social responsibility: The roles of environmental concern and green trust
Abstract
Prior studies on high-fit corporate social responsibility programs have yield equivocal findings; some studies have shown a positive impact on desirable customer outcomes and others have shown a negative impact. To reconcile these two divergent views, this study proposes that the relationship between perceived corporate social responsibility-brand fit and sustainable customer engagement behavior is serially mediated by self-cause and/or brand...
Paper Details
Title
Sustaining customer engagement behavior through corporate social responsibility: The roles of environmental concern and green trust
Published Date
Jul 1, 2020
Volume
262
Pages
121348 - 121348
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