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Article

The Nexus of CSR and Co-Creation: A Roadmap towards Consumer Loyalty

1
Faculty of Management Studies, University of Central Punjab, Lahore 54000, Pakistan
2
Division of Water Resources Engineering, Department of Building and Environmental Technology, Faculty of Engineering, Lund University, 221 00 Lund, Sweden
3
Department of Civil Engineering Science, School of Civil Engineering and the Built Environment, Kingsway Campus, University of Johannesburg, Johannesburg 2006, South Africa
4
Civil Engineering Research Group, School of Science, Engineering and Environment, The University of Salford, Newton Building, Salford M5 4WT, UK
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Leads Business School, Lahore Leads University, Lahore 54000, Pakistan
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Department of Management Sciences, Lahore Garrison University, Lahore 54000, Pakistan
7
Faculty of Business, Economics and Accounting, Universiti Malaysia Sabah, Sabah 88400, Malaysia
*
Author to whom correspondence should be addressed.
Sustainability 2021, 13(2), 523; https://doi.org/10.3390/su13020523
Received: 12 December 2020 / Revised: 31 December 2020 / Accepted: 3 January 2021 / Published: 7 January 2021
(This article belongs to the Special Issue Corporate Social Responsibility (CSR) and CSR Reporting)
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. View Full-Text
Keywords: corporate social responsibility; consumer loyalty; co-creation; bank; Pakistan; sustainability corporate social responsibility; consumer loyalty; co-creation; bank; Pakistan; sustainability
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MDPI and ACS Style

Ahmad, N.; Scholz, M.; Ullah, Z.; Arshad, M.Z.; Sabir, R.I.; Khan, W.A. The Nexus of CSR and Co-Creation: A Roadmap towards Consumer Loyalty. Sustainability 2021, 13, 523. https://doi.org/10.3390/su13020523

AMA Style

Ahmad N, Scholz M, Ullah Z, Arshad MZ, Sabir RI, Khan WA. The Nexus of CSR and Co-Creation: A Roadmap towards Consumer Loyalty. Sustainability. 2021; 13(2):523. https://doi.org/10.3390/su13020523

Chicago/Turabian Style

Ahmad, Naveed, Miklas Scholz, Zia Ullah, Muhammad Z. Arshad, Raja I. Sabir, and Waris A. Khan. 2021. "The Nexus of CSR and Co-Creation: A Roadmap towards Consumer Loyalty" Sustainability 13, no. 2: 523. https://doi.org/10.3390/su13020523

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