John, Albert; Ahmad, Nisar; Shahzadi, Gulnaz; Qadeer, Faisal - In: Pakistan Journal of Commerce and Social Sciences (PJCSS) 16 (2022) 4, pp. 604-621
Sustaining desired consumer behaviors is challenging for marketers. Organizations adopt various marketing strategies to retain their consumers, yet the role of corporate social responsibility (CSR) in this regard has been generally overlooked. The current study investigates the relationship...