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The nexus of CSR and co-creation: a roadmap towards consumer loyalty

Corporate Social Responsibility (CSR) is regarded as an effort to be undertaken by the businesses to contribute towards society at large positively. The idea behind the concept of CSR is that businesses are required to pursue the notion of pro-social objectives along with economic objectives. Resear...

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Main Authors:	Naveed Ahmad, Miklas Scholz, Zia Ullah, Muhammad Zulqarnain Arshad, Raja Irfan Sabir, Waris Ali Khan
Format:	Article
Language:	English
Published:	MDPI 2021
Subjects:	HF5410-5417.5 Marketing. Distribution of products HG1501-3550 Banking
Online Access:	https://eprints.ums.edu.my/id/eprint/42454/1/FULL%20TEXT.pdf https://eprints.ums.edu.my/id/eprint/42454/ https://doi.org/10.3390/su13020523
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id	my.ums.eprints.42454
record_format	eprints
spelling	my.ums.eprints.424542024-12-31T01:18:38Z https://eprints.ums.edu.my/id/eprint/42454/ The nexus of CSR and co-creation: a roadmap towards consumer loyalty Naveed Ahmad Miklas Scholz Zia Ullah Muhammad Zulqarnain Arshad Raja Irfan Sabir Waris Ali Khan HF5410-5417.5 Marketing. Distribution of products HG1501-3550 Banking Corporate Social Responsibility (CSR) is regarded as an effort to be undertaken by the businesses to contribute towards society at large positively. The idea behind the concept of CSR is that businesses are required to pursue the notion of pro-social objectives along with economic objectives. Research has long established that corporate social responsibility, along with its philanthropic nature, can also produce extraordinary marketing results for businesses. The relationship between CSR and consumer loyalty is well acknowledged in extant literature. Likewise, involving consumers through co-creation in the product/service development process may provide an exciting experience to consumers, which is likely to influence their loyalty. With these arguments, the present research investigates the impact of CSR on consumer loyalty with the mediating role of co-creation in the banking sector of an emerging economy such as Pakistan. Structural equation modeling (SEM) is used for data analysis in the present study. The results validate that CSR improves consumer loyalty, and co-creation partially mediates this relationship. The results of the current survey will help banking institutions to identify how they can develop core strategic considerations based on CSR and co-creation. MDPI 2021 Article NonPeerReviewed text en https://eprints.ums.edu.my/id/eprint/42454/1/FULL%20TEXT.pdf Naveed Ahmad and Miklas Scholz and Zia Ullah and Muhammad Zulqarnain Arshad and Raja Irfan Sabir and Waris Ali Khan (2021) The nexus of CSR and co-creation: a roadmap towards consumer loyalty. Sustainability, 13. pp. 1-15. https://doi.org/10.3390/su13020523
institution	Universiti Malaysia Sabah
building	UMS Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Malaysia Sabah
content_source	UMS Institutional Repository
url_provider	http://eprints.ums.edu.my/
language	English
topic	HF5410-5417.5 Marketing. Distribution of products HG1501-3550 Banking
spellingShingle	HF5410-5417.5 Marketing. Distribution of products HG1501-3550 Banking Naveed Ahmad Miklas Scholz Zia Ullah Muhammad Zulqarnain Arshad Raja Irfan Sabir Waris Ali Khan The nexus of CSR and co-creation: a roadmap towards consumer loyalty
description	Corporate Social Responsibility (CSR) is regarded as an effort to be undertaken by the businesses to contribute towards society at large positively. The idea behind the concept of CSR is that businesses are required to pursue the notion of pro-social objectives along with economic objectives. Research has long established that corporate social responsibility, along with its philanthropic nature, can also produce extraordinary marketing results for businesses. The relationship between CSR and consumer loyalty is well acknowledged in extant literature. Likewise, involving consumers through co-creation in the product/service development process may provide an exciting experience to consumers, which is likely to influence their loyalty. With these arguments, the present research investigates the impact of CSR on consumer loyalty with the mediating role of co-creation in the banking sector of an emerging economy such as Pakistan. Structural equation modeling (SEM) is used for data analysis in the present study. The results validate that CSR improves consumer loyalty, and co-creation partially mediates this relationship. The results of the current survey will help banking institutions to identify how they can develop core strategic considerations based on CSR and co-creation.
format	Article
author	Naveed Ahmad Miklas Scholz Zia Ullah Muhammad Zulqarnain Arshad Raja Irfan Sabir Waris Ali Khan
author_facet	Naveed Ahmad Miklas Scholz Zia Ullah Muhammad Zulqarnain Arshad Raja Irfan Sabir Waris Ali Khan
author_sort	Naveed Ahmad
title	The nexus of CSR and co-creation: a roadmap towards consumer loyalty
title_short	The nexus of CSR and co-creation: a roadmap towards consumer loyalty
title_full	The nexus of CSR and co-creation: a roadmap towards consumer loyalty
title_fullStr	The nexus of CSR and co-creation: a roadmap towards consumer loyalty
title_full_unstemmed	The nexus of CSR and co-creation: a roadmap towards consumer loyalty
title_sort	nexus of csr and co-creation: a roadmap towards consumer loyalty
publisher	MDPI
publishDate	2021
url	https://eprints.ums.edu.my/id/eprint/42454/1/FULL%20TEXT.pdf https://eprints.ums.edu.my/id/eprint/42454/ https://doi.org/10.3390/su13020523
_version_	1821003219648643072
score	13.226497

The nexus of CSR and co-creation: a roadmap towards consumer loyalty

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