An integrative approach to the nexus of brand loyalty and corporate social responsibility

Corporate social responsibility (CSR) is a strategic tool that empowers competitive differentiation through coagulation of societal and business objectives. Against this context, it has been proposed that rational and emotional factors can develop a mechanism that can elucidate consumers’ reaction towards CSR. To date, literature that evaluates the role of rational and emotional variables in this realm is practically nonexistent. The objective...