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Corporate social responsibility in B2B relationships: Examining the effects of multifaceted supplier CSR on business customers trust

Title
Corporate social responsibility in B2B relationships: Examining the effects of multifaceted supplier CSR on business customers trust
Author
한상린
Keywords
B2B CSR; trust; commitment; CSR reputation; benevolence; credibility
Issue Date
2016-01
Publisher
한국마케팅과학회/연세대학교의류환경학과
Citation
Journal of Global Scholars of Marketing Science(마케팅과학연구), v. 26, NO 1, Page. 19-35
Abstract
This study presents a model which integrates supplier CSR reputation, business customer trust and relationship commitment. In detail, while a supplier’s economic and legal CSR reputations are hypothesized to affect a business customer’s credibility-based trust in a focal supplier, ethical and philanthropic CSR reputations are hypothesized to aff ect benevolence-based trust. The proposed framework was tested using data from 129 buying firms based in Germany. Results showed that a supplier’s legal CSR reputation infl uenced a business customer’s credibility-based trust. In contrast, a supplier’s ethical and philanthropic CSR reputations were found to infl uence a business customer’s benevolence-based trust. No signifi cant relationship was found between a supplier’s economic CSR reputation and credibilitybased trust. In response to increasing calls to stretch the research scope of CSR concepts from consumer research to B2B marketing research, this study offers empirical evidence suggesting that supplier CSR may have positive effects on business customers’ outcomes, as reflected in increased levels of business customer trust in buyer– supplier relationships.
URI
http://www.tandfonline.com/doi/full/10.1080/21639159.2015.1116778http://hdl.handle.net/20.500.11754/30324
ISSN
2163-9159; 2163-9167
DOI
10.1080/21639159.2015.1116778
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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