Abstract
The purpose of this paper is to ascertain the relationship between
corporate social responsibility (CSR) and consumers’ evaluation of
CSR (brand evaluations, word-of-mouth (WOM), customer satisfaction,
and customer loyalty/retention) with mediating effect of CSR marketing
communication to further enhance sustainability, growth, and
profitability. This contemporary research was undertaken in five
cosmopolitan vicinities of Pakistan (northern region), which includes
the cities of Islamabad, Rawalpindi, Lahore, Faisalabad, and
Peshawar. The sample consisted of 550 subjects, who were surveyed
through a simple random technique. Through empirical findings, the
current study revealed that CSR (economic, philanthropic, legal, and
ethical) dimensions have positive outcomes if practiced in conjunction
with marketing communication and consumers’ evaluation of CSR.
This study is the first to apply consumers’ construct in assessing
consumer response towards CSR propositions within the domains of
consumer marketing.
Raja Mazhar Hameed, Kashif Ur Rehman, Irfan Ullah. (2017) Corporate Social Responsibility and Consumer Evaluations with Mediating Effect of Marketing Communication: A Pakistani Telecommunication Perspective, Journal of Managerial Sciences, Volume 11, Issue 3.
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