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

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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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Authors: Homburg, C., Stierl, M., & Bornemann, T.
Affiliations: The University of Melbourne (AU)
University of Mannheim (DE)
University of Stuttgart (DE)
ORCID: Homburg, Christian
Bornemann, Torsten
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
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 › Marketing › 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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Corporate Social Responsibility in Business-to-Business Markets: How Organizational Customers Account for Supplier Corporate Social Responsibility Engagement

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