The Lahore Journal
of Business

The Lahore Journal
of Business

Lahore Journal of Business

(HEC recognized journal in “Y” category)

The Lahore Journal of Business is aimed at providing a specialized forum for dissemination of qualitative and quantitative research in various areas of business administration. The LJB invites researchers, policy makers and analysts to submit original theoretical and empirical papers that explore and contribute to the understanding of various areas in the business domain. The Journal aims at bringing together state-of-art research findings, particularly from emerging markets, in various business disciplines including (but not limited to) accounting, banking, management, marketing, finance, investments, human resource management and organizational behavior.

Farida Saleem and C. Gopinath

This study evaluates the determinants of customer behavior (brand loyalty and willingness to pay a price premium) within the framework of corporate social responsibility. We develop and test a model in the context of a developing country. The results reveal that customer CSR activities have an impact on customer behavior while environmental CSR activities have an insignificant impact. Trust appears to mediate the relationship between customer CSR and customer behavior, but remains insignificant in the relationship between environmental CSR and customer behavior.