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Ovidiu-Ioan Moisescu Babeş-Bolyai University

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The goal of the paper is to analyze the demographic discrepancies in the relationship between customers’ perceptions of corporate social responsibility (CSR) and their loyalty towards mobile telecommunication companies, within the particular socio-cultural and economic context of one of the largest national markets of Central and Eastern Europe. For this purpose, a survey was conducted among a sample of 1,464 mobile telecommunication customers from the urban areas of Romania. The findings emphasize several significant dissimilarities between gender, age, education and residence type based consumer categories in what concerns the impact of various CSR dimensions, as perceived by customers, on corporate brand loyalty. The results have practical implications for enhancing corporate brand loyalty in the regional mobile telecommunication market by outlining those CSR policies which should have priority in implementation and, especially, communication.

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Editor-in-chief: Balázs SZENT-IVÁNYI

Co-Editors:

  • Péter MARTON (Corvinus University, Budapest)
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Society and Economy
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2024  
Scopus  
CiteScore  
CiteScore rank  
SNIP  
Scimago  
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2023  
Scopus  
CiteScore 1.5
CiteScore rank Q2 (Sociology and Political Science)
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Society and Economy
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Society and Economy
Language English
Size B5
Year of
Foundation
1972
Volumes
per Year
1
Issues
per Year
4
Founder Budapesti Corvinus Egyetem
Founder's
Address
H-1093 Budapest, Hungary Fővám tér 8.
Publisher Akadémiai Kiadó
Publisher's
Address
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Publisher
Chief Executive Officer, Akadémiai Kiadó
ISSN 1588-9726 (Print)
ISSN 1588-970X (Online)