A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that affect brand choice. This paper investigates the magnitude and direction of the associations for share of category requirements (SCR), defined as each brand's share among the...

Corporate social responsibility (CSR) is increasingly being recognized by firms as central to core business activities, as opposed to a peripheral consideration largely associated with philanthropy. This trend has major ramifications for marketing strategy that were explored at an international...