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Does CSR orientation reflect stakeholder relationship marketing orientation? : an epirical examiniation of Indian banks

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Does CSR orientation reflect stakeholder relationship marketing orientation? An empirical examination of Indian banks

Singh, Ramendra; Agarwal, Sharad - In: Marketing Intelligence & Planning 31 (2013) 4, pp. 405-420

Purpose – The purpose of this paper is to address two research questions: First, are business metrics of Indian banks associated with its CSR orientation? Second, is the CSR orientation of banks focused on areas which are driven by nature of its target markets, such that there is an alignment...

Persistent link: https://www.econbiz.de/10014946349