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Corporate Social Responsibility and Brand Advocacy in Business-to-Business Market: The Mediated Moderating Effect of Attribution

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  • Da-Chang Pai
  • Chi-Shiun Lai
  • Chih-Jen Chiu
  • Chin-Fang Yang

Abstract

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. Copyright Springer Science+Business Media Dordrecht 2015

Suggested Citation

  • Da-Chang Pai & Chi-Shiun Lai & Chih-Jen Chiu & Chin-Fang Yang, 2015. "Corporate Social Responsibility and Brand Advocacy in Business-to-Business Market: The Mediated Moderating Effect of Attribution," Journal of Business Ethics, Springer, vol. 126(4), pages 685-696, February.
    • Handle: RePEc:kap:jbuset:v:126:y:2015:i:4:p:685-696
    DOI: 10.1007/s10551-013-1979-5
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    Cited by:

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    4. Donia, Magda B.L. & Tetrault Sirsly, Carol-Ann, 2016. "Determinants and consequences of employee attributions of corporate social responsibility as substantive or symbolic," European Management Journal, Elsevier, vol. 34(3), pages 232-242.
    5. Jajja, Muhammad Shakeel Sadiq & Asif, Muhammad & Montabon, Frank & Chatha, Kamran Ali, 2020. "The indirect effect of social responsibility standards on organizational performance in apparel supply chains: A developing country perspective," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 139(C).
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    7. Michael S Lin & Yeasun K Chung, 2019. "Understanding the impacts of corporate social responsibility and brand attributes on brand equity in the restaurant industry," Tourism Economics, , vol. 25(4), pages 639-658, June.
    8. Edi Suandi & Herri & Yulihasri & Syafrizal, 2023. "Evaluating the relationship between entrepreneurial marketing, competitive advantage, and Islamic banks performance," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 599-614, September.
    9. Aleena Amir & Muhammad Usman, 2024. "Understanding the Influence of Perceived Authenticity of Femvertising on Consumer Buycott Intentions: A Moderated Mediation Model of Consumers’ Extrinsic Attributions and Power Distance," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(3), pages 273-281.
    10. Piha, Lamprini & Papadas, Karolos & Davvetas, Vasileios, 2021. "Brand orientation: Conceptual extension, scale development and validation," Journal of Business Research, Elsevier, vol. 134(C), pages 203-222.
    11. Jake An & Diem Khac Xuan Do & Liem Viet Ngo & Tran Ha Minh Quan, 2019. "Turning brand credibility into positive word-of-mouth: integrating the signaling and social identity perspectives," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 157-175, March.
    12. Colin B. Gabler & Omar S. Itani & Raj Agnihotri, 2023. "Activating Corporate Environmental Ethics on the Frontline: A Natural Resource-Based View," Journal of Business Ethics, Springer, vol. 186(1), pages 63-86, August.
    13. Langan, Ryan & Kumar, Anand, 2019. "Time versus money: The role of perceived effort in consumers' evaluation of corporate giving," Journal of Business Research, Elsevier, vol. 99(C), pages 295-305.
    14. Fan Fan, 2023. "Brand, Quality, and CSR: Which Management Strategy Achieves High Financial Performance for Agricultural Small-Medium Enterprises?," SAGE Open, , vol. 13(4), pages 21582440231, December.
    15. Yuen, Kum Fai & Thai, Vinh V. & Wong, Yiik Diew, 2018. "An investigation of shippers’ satisfaction and behaviour towards corporate social responsibility in maritime transport," Transportation Research Part A: Policy and Practice, Elsevier, vol. 116(C), pages 275-289.
    16. Cavdar Aksoy, Nilsah & Yazici, Nihal, 2023. "Does justice affect brand advocacy? Online brand advocacy behaviors as a response to hotel customers’ justice perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    17. Subhajit Bhattacharya, 2017. "Does corporate social responsibility contribute to strengthen brand equity? An empirical study," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(4), pages 513-533, December.
    18. Kumar Ramesh & Raiswa Saha & Susoban Goswami & Sekar & Richa Dahiya, 2019. "Consumer's response to CSR activities: Mediating role of brand image and brand attitude," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 377-387, March.

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