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Cause-related marketing – led corporate social responsibility in international business-to-business markets: the contingent roles of host-country sustainable development

Cause-related marketing – led corporate social responsibility in international business-to-business markets: the contingent roles of host-country sustainable development
Cause-related marketing – led corporate social responsibility in international business-to-business markets: the contingent roles of host-country sustainable development
Purpose:

Cause-related marketing (CRM) focuses on the use of marketing tools to publicize a firm’s corporate social responsibility (CSR) activities. Drawing on legitimacy theory, this study investigates the impact of CRM-led CSR in international business-to-business (B2B) markets. In particular, we examine the relationship between supplier CRM-led philanthropic CSR reputation and foreign customer business engagement in an international B2B setting. We also test how the foreign customer’s host-country sustainable development level moderates this relationship.

Design/methodology/approach

We collect and analyze dyadic data from multiple sources including 1) dyadic data from a supplier and its 90 foreign customers, 2) the supplier’s internal company records, and 3) publically available data.

Findings

We find that supplier CRM-led philanthropic CSR reputation positively affects foreign customer business engagement. Furthermore, we find that this positive relationship is stronger when host-country environments are characterized by achieving a higher level of environmental wellbeing development. In contrast, this positive relationship is weaker when the foreign customer host-country environment is characterized by achieving a higher level of economic wellbeing development.

Originality/value

We examine that impacts of CRM-led CSR in international B2B markets and differentiate the contingent roles of foreign customer host-country sustainable development in moderating such impacts.
0265-1335
Liu, G.
1c5630ed-d476-4395-add3-3c19dc2ce2bb
Wu, M.S.
5aea03aa-3ba1-42fa-a977-48984304493e
Ko, W.W.
b6862b69-bb89-4c9b-adee-847727150b31
Chen, Cheng
fd7f1d55-ca39-4735-ae81-a2fd2aba0963
Chen, Y.
6397910a-a53f-45d7-9df2-e7477f8c4e4c
Liu, G.
1c5630ed-d476-4395-add3-3c19dc2ce2bb
Wu, M.S.
5aea03aa-3ba1-42fa-a977-48984304493e
Ko, W.W.
b6862b69-bb89-4c9b-adee-847727150b31
Chen, Cheng
fd7f1d55-ca39-4735-ae81-a2fd2aba0963
Chen, Y.
6397910a-a53f-45d7-9df2-e7477f8c4e4c

Liu, G., Wu, M.S., Ko, W.W., Chen, Cheng and Chen, Y. (2019) Cause-related marketing – led corporate social responsibility in international business-to-business markets: the contingent roles of host-country sustainable development. International Marketing Review. (doi:10.1108/IMR-04-2019-0114).

Record type: Article

Abstract

Purpose:

Cause-related marketing (CRM) focuses on the use of marketing tools to publicize a firm’s corporate social responsibility (CSR) activities. Drawing on legitimacy theory, this study investigates the impact of CRM-led CSR in international business-to-business (B2B) markets. In particular, we examine the relationship between supplier CRM-led philanthropic CSR reputation and foreign customer business engagement in an international B2B setting. We also test how the foreign customer’s host-country sustainable development level moderates this relationship.

Design/methodology/approach

We collect and analyze dyadic data from multiple sources including 1) dyadic data from a supplier and its 90 foreign customers, 2) the supplier’s internal company records, and 3) publically available data.

Findings

We find that supplier CRM-led philanthropic CSR reputation positively affects foreign customer business engagement. Furthermore, we find that this positive relationship is stronger when host-country environments are characterized by achieving a higher level of environmental wellbeing development. In contrast, this positive relationship is weaker when the foreign customer host-country environment is characterized by achieving a higher level of economic wellbeing development.

Originality/value

We examine that impacts of CRM-led CSR in international B2B markets and differentiate the contingent roles of foreign customer host-country sustainable development in moderating such impacts.

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More information

Accepted/In Press date: 23 July 2019
e-pub ahead of print date: 12 September 2019

Identifiers

Local EPrints ID: 433303
URI: http://eprints.soton.ac.uk/id/eprint/433303
ISSN: 0265-1335
PURE UUID: de97632b-51ae-46d8-aee7-044cbd7ec1e6
ORCID for W.W. Ko: ORCID iD orcid.org/0000-0002-6637-6591
ORCID for Cheng Chen: ORCID iD orcid.org/0000-0002-7548-7234

Catalogue record

Date deposited: 13 Aug 2019 16:30
Last modified: 03 Dec 2019 01:34

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Contributors

Author: G. Liu
Author: M.S. Wu
Author: W.W. Ko ORCID iD
Author: Cheng Chen ORCID iD
Author: Y. Chen

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