#5277. A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance

August 2026publication date
Proposal available till 12-05-2025
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Journal’s subject area:
Marketing;
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Abstract:
Factors promoting customer citizenship behaviour are of great interest to both practitioners and academics because customer citizenship behaviour is a notable driver of business success. This study examines the role of value relevance and ethical standards in shaping consumers perceptions about retailers commitment to corporate social responsibility (CSR) and its effects on customer citizenship behaviour under different cultural contexts. It also examines the critical role of personality in shaping citizenship behaviours. Data from the UK and Egyptian consumers were collected and analysed.
Keywords:
Cross-national differences; CSR; Customer citizenship behaviour; Ethical standards; Personality traits; Value relevance

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