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Cited by 427Corporate Social Responsibility ReportingCustomer Service Quality and LoyaltyCorporate Social Responsibility and Sustainability

Corporate Social Responsibility in Business-to-Business Markets: How Organizational Customers Account for Supplier Corporate Social Responsibility Engagement

Homburg, Christian, Stierl, Marcel, Bornemann, Torsten·2013·Journal of Marketing
DOI 10.1509/jm.12.0089
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Abstract

Despite the high relevance of corporate social responsibility (CSR) in current business practice and the considerable research on CSR outcomes in consumer markets, investigations of its influence on organizational business relationships are scarce. Relying on instrumental stakeholder theory, the authors develop and empirically test a framework of the influence of a supplier's CSR engagement on organizational customer outcomes. Findings from an examination of 200 cross-industry supplier–customer dyads reveal positive effects of two facets of a supplier's CSR efforts on customer loyalty through distinct mechanisms. Business practice CSR fosters customers' trust, whereas philanthropic CSR strengthens customer–company identification. The authors distinguish a supplier's actual CSR engagement and customers' perception of these CSR activities. In addition, they consider central contingency factors reflecting uncertainty and dependence in business-to-business relationships that determine the effectiveness of CSR.

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  • Some studies have empirically shown that organizations paying attention to multiple stakeholders perform better.

    “some studies have empirically shown that organizations paying attention to multiple stakeholders perform better (e.g., Homburg et al. 2013;Koll et al. 2005;Luo and Bhattacharya 2009;Sisodia et al. 2007).”

    From Stakeholder marketing: theoretical foundations and required capabilities (2015) · cites this paper as Homburg et al. 2013

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Authors
Homburg, C., Stierl, M., & Bornemann, T.
Affiliations
  • The University of Melbourne (AU)
  • University of Mannheim (DE)
  • University of Stuttgart (DE)
ORCID
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2013-11
Volume
77
Issue
6
Pages
54-72
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1509/jm.12.0089
OpenAlex
W2119493092
Cited by
427
References
99
Citations by year
2026: 24 · 2025: 32 · 2024: 31 · 2023: 41 · 2022: 50 · 2021: 32 · 2020: 37 · 2019: 50 · 2018: 31 · 2017: 30 · 2016: 28 · 2015: 27 · 2014: 13 · 2012: 1
FWCI
67.20
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Journal of Marketing (publishedVersion)
  • MADOC (University of Mannheim) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Social Responsibility Reporting
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Corporate Social Responsibility and Sustainability
Keywords
corporate social responsibility, business-to-business relationships, supplier-customer relationships, organizational customers, customer loyalty, instrumental stakeholder theory, philanthropic CSR, consumer trust, customer-company identification, contingency factors

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