The Influence of CSR on B2B Relationships

Saurage-Altenloh, Susan; Randall, Phillip M.

doi:10.4018/978-1-7998-2377-3.ch004

Cited by 2 publications

(1 citation statement)

References 59 publications

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“…Prior studies found that CSR practice can enhance BE 40 , which in turn plays a regulatory role in promoting corporate brand performance and brand value 41 . A company's brand is formed from its ethical conduct, and this is an important factor in determining the value of corporate BE 42 .…”

Section: Research Hypothesismentioning

confidence: 99%

Impact of corporate social responsibility on brand equity with the mediating role of customer trust and customer participation - a case study in the vietnamese hotel industry

Phung,

Huynh

2022

Sci. Tech.Dev. J. - Eco. Law Manag.

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In today's market economy, the evaluation of a company is not only in financial aspects such as profit and market share but also in the company's contributions to the community and is expressed a lot through responsibility, especially in service industries, because of the intangible nature of products. The relationship between corporate social responsibility and the enhancement of corporate brand value has been proven a lot in theoretical and practical studies. Most studies show a positive impact of corporate social responsibility on corporate brand equity. However, in some cases, corporate social responsibility can still have a negative impact on the business if it is not properly invested and orientated towards customers and stakeholders. Moreover, there is still no consensus on the factors affecting the price of building brand value from corporate social responsibility. This study helps us to clarify the theories of corporate social responsibility, corporate brand equity, and the impact of corporate social responsibility on direct and indirect brand equity. At the same time, building a model of the impact of corporate social responsibility on corporate brand value through the mechanism of mediating customer trust and customer participation in the hotel industry in Vietnam. The results were carried out with a survey of 520 customers who are users of 4-star and 5-star hotel services in Ho Chi Minh City, using the analysis tool PLS-SEM. The results of the study show that there is a direct positive relationship between corporate social responsibility and brand equity, as well as a positive mediating relationship of customer trust and customer participation. The results are suggestions for developing brand value through social responsibility at enterprises in the industry.

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Section: Research Hypothesismentioning

confidence: 99%

Impact of corporate social responsibility on brand equity with the mediating role of customer trust and customer participation - a case study in the vietnamese hotel industry

Phung,

Huynh

2022

Sci. Tech.Dev. J. - Eco. Law Manag.

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Does CSR disclosure enhance corporate brand performance in emerging economy? Evidence from India

Sarkar

Chatterjee

Bhattacharjee

2021

JIBR

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Purpose This study aims to delve into the influence of corporate social responsibility on the corporate brand performance of Indian business-to-business (B2B) companies. Design/methodology/approach The corporate social responsibility (CSR) practices have been measured through CSR disclosure index (CDI), generated by surveying annual reports/CSR reports/websites of 131 Indian B2B firms. The same was mapped to corporate brand performance of these firms, measured as customer-based corporate brand equity, which was measured through a questionnaire-survey of purchasing managers and users working in firms that are customers to the above-mentioned firms. Findings The result reveals the positive influence of CSR practices in shoring up corporate brand performance. Research limitations/implications CDI has been developed based on CSR reporting across the stakeholder groups. However, the impact has been mapped onto one stakeholder category, the customer. The sample period was only one year, and the data is cross-sectional. Future studies may investigate the long-term effect of CSR using longitudinal data on larger data sets. Practical implications This study will encourage Indian B2B firms to practice CSR not only for conforming to the regulatory requirements but also as a strategic tool in strengthening the competitive advantage. Originality/value It is the first study of its kind to evaluate the imprint of corporate social responsibility, measured based on CSR reporting by firms, on corporate brand performance. It looks into the return earned by firms from the resources invested in CSR activities.

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The Influence of CSR on B2B Relationships

Cited by 2 publications

References 59 publications

Impact of corporate social responsibility on brand equity with the mediating role of customer trust and customer participation - a case study in the vietnamese hotel industry

Impact of corporate social responsibility on brand equity with the mediating role of customer trust and customer participation - a case study in the vietnamese hotel industry

Does CSR disclosure enhance corporate brand performance in emerging economy? Evidence from India

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