Afiuc, Otto; Bonsu, Samuel K.; Manu, Franklyn; Knight, … - In: Journal of Consumer Marketing 38 (2020) 1, pp. 15-26
Purpose: Using social exchange theory as a contextual backdrop, this study aims to better understand how corporate social responsibility (CSR) can contribute to customer retention (CR). A conceptual framework is developed to illustrate the proposed relationship and the influence of mediating...