The Measured Influence of Supplier CSR on Brand Performance Expectations in B2B Relationships

• Main Author: Saurage-Altenloh, Susan M.
• Language: EN
• Published: Capella University 2017
• Subjects: Marketing|Commerce-Business
• Online Access: http://pqdtopen.proquest.com/#viewpdf?dispub=10262262

<p> This research investigated the effects of supplier corporate social responsibility (CSR) on buyer expectations of corporate brand performance as well as the mediating effects of brand equity on buyer expectations of brand performance. For decades, organizations have integrated CSR as a business strategy to engage multiple stakeholders in a favorable manner. Extensive literature has revealed how CSR drives brand equity to sustain a brand&rsquo;s competitive advantage through improved profitability and reputation in the market; it also has indicated the value of CSR as influencing brand performance. This research successfully closed gaps in the extant literature by addressing the influence of CSR as viewed by U.S. buyers in the business-to-business environment, thus explaining value creation and redistribution through the influence of stakeholder theory. A quantitative, non-experimental survey was conducted with 400 randomly selected business-to-business buyers working for U.S. companies with a minimum of 100 full-time employees. Panel respondents were screened for decision-making authority, industry, and geographic distribution to participate in the online survey. Analysis revealed that supplier CSR significantly influenced brand performance expectations of buyers, with brand equity working to enhance brand performance expectations. Confirming that supplier CSR investment translated to a competitive advantage with business-to-business customers highlighted the available potential of targeted spending by supplier organization marketing divisions to key stakeholder groups.</p>