Corporate Social Responsibility and Brand Advocacy in Business-to-Business Market: The Mediated Moderating Effect of Attribution
This paper examines how industrial buyers’ attributions of their suppliers’ actions of corporate social responsibility (CSR) are related to both the brand advocacy and brand equity. Using a sample of 173 questionnaires gathered in Taiwan, we find that CSR perceptions of industrial buyers are more st...
| VerfasserInnen: | ; ; ; |
|---|---|
| Medienart: | Elektronisch Aufsatz |
| Sprache: | Englisch |
| Verfügbarkeit prüfen: | HBZ Gateway |
| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Veröffentlicht: |
2015
|
| In: |
Journal of business ethics
Jahr: 2015, Band: 126, Heft: 4, Seiten: 685-696 |
| weitere Schlagwörter: | B
industrial brand equity
B Brand advocacy B Corporate social responsibility (CSR) B Attribution |
| Online-Zugang: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |
| Zusammenfassung: | This paper examines how industrial buyers’ attributions of their suppliers’ actions of corporate social responsibility (CSR) are related to both the brand advocacy and brand equity. Using a sample of 173 questionnaires gathered in Taiwan, we find that CSR perceptions of industrial buyers are more strongly and positively related to brand advocacy and brand equity when industrial buyers interpret CSR activities of their suppliers as driven more by intrinsic motives and less by extrinsic motives. Furthermore, brand advocacy mediates the interactive effects of CSR and CSR attribution on industrial brand equity. |
|---|---|
| ISSN: | 1573-0697 |
| Enthält: | Enthalten in: Journal of business ethics
|
| Persistent identifiers: | DOI: 10.1007/s10551-013-1979-5 |
