The importance of corporate social responsibility (CSR) for branding and business success in small and medium-sized enterprises (SME) in a business-to-distributor (B2D) context

Ben Youssef, K, Leicht, T, Pellicelli, M and Kitchen, PJ 2017, 'The importance of corporate social responsibility (CSR) for branding and business success in small and medium-sized enterprises (SME) in a business-to-distributor (B2D) context' , Journal of Strategic Marketing , pp. 1-17.

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Abstract

Integrating corporate social responsibility into brand positioning strategies has become a key concept for the brand marketing of many companies. There is a wealth of studies focusing on the effects of CSR for large international brands and companies operating in business-to-consumer markets. However, there is only limited empirical evidence about the relevance of CSR for sales and branding strategies of small and medium-sized enterprises (SMEs) in a business-to-distributor (B2D) context. Using a qualitative research design based on an exploratory case study approach, this paper therefore explores how CSR can be incorporated into the brand marketing strategy of a SME in the B2D sector and how CSR is evaluated in terms of brand perceptions and purchase intentions of business partners (n = 25). The findings suggest that although industrial buyers attribute a certain importance to CSR, product design and perceived product quality are nevertheless the main purchase reasons. The paper concludes with discussing practical and theoretical implications.

Item Type: Article
Schools: Schools > Salford Business School
Journal or Publication Title: Journal of Strategic Marketing
Publisher: Taylor & Francis
ISSN: 0965-254X
Related URLs:
Depositing User: Prof PJ Kitchen
Date Deposited: 24 Oct 2017 13:36
Last Modified: 24 Oct 2017 13:36
URI: http://usir.salford.ac.uk/id/eprint/44150

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