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Customer loyalty has a noticeable impact on the long-term health of businesses. Hence, with the rise of consumers' awareness, corporate social responsibility (CSR) is essential in consumer behavior, specifically in attracting and retaining customers. This paper try to explore the link between corporate social responsibility (CSR) and customer loyalty based on a bibliometric analysis of 56 indexed articles between 2009 and 2020. First, the leading journals and countries in the field were identified. Subsequently, a citation analysis coupled with content analysis of the 16 most cited articles was performed. The challenge was to find out the clusters' divergence in a pinpointed topic. Accordingly, two main research streams were identified based on their mediating variables: (1) mediating effects related to consumer behavior; (2) mediating effects related to the brand. For future researchers, a future agenda was retrieved from the most influential and recent papers in the field to contribute to advancing the existing knowledge. KEYWORDS: Corporate Social Responsibility, Customer Loyalty, Literature Review, Bibliometric Analysis, Content Analysis. |
