Abstract
The purpose of this paper is to examine how the perceived CSR activities influence customer loyalty with reference to India’s leading electronics manufacturer. The study used a quantitative approach in cross-sectional design. A survey among Indian customers of electronics was conducted as a method for data collection. After data collection, a statistical data analysis was performed using SPSS software. Results confirm a positive relationship between perceived CSR and customer loyalty on the leading Indian electronics company. From a theoretical perspective, this study broadens our knowledge base by generating deeper insights into the concepts of CSR and consumer behavior. From a managerial perspective, this study suggests that proper CSR positioning leads to an important competitive advantage. It also suggests intrinsically driven CSR activities.
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