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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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