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Linking CSR and brand performance through customer satisfaction, brand equity and corporate reputation : a mixed methods study of top Pakistani banks
Ul Hassan, Masood; Zeeshan Mahmood; Zaman, Samar - In: Pakistan journal of commerce and social sciences 16 (2022) 4, pp. 498-529
The basic aim of the study is to examine how and why the phenomenon of brand performance (BP) occurs within the Pakistani banking sector through the direct and indirect relationship(s) of corporate social responsibility (CSR) perceptions with customer satisfaction (CS), brand equity (BE), and...
Persistent link: https://www.econbiz.de/10013550259
Cover Image
Linking CSR and brand performance through customer satisfaction, brand equity and corporate reputation: A mixed methods study of top Pakistani banks
Ul Hassan, Masood; Mahmood, Zeeshan; Zaman, Samar - In: Pakistan Journal of Commerce and Social Sciences (PJCSS) 16 (2022) 4, pp. 498-529
The basic aim of the study is to examine how and why the phenomenon of brand performance (BP) occurs within the Pakistani banking sector through the direct and indirect relationship(s) of corporate social responsibility (CSR) perceptions with customer satisfaction (CS), brand equity (BE), and...
Persistent link: https://www.econbiz.de/10013553534