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Value of corporate social responsibility for multiple stakeholders and social impact - relationship marketing perspectivePfajfar, Gregor ...Despite extensive corporate social responsibility (CSR) literature most of research has examined corporate performance as its only outcome. We aim to fill this gap by assessing companies’ perceptions ... of their CSR activities’ benefits for society and specific stakeholders. We discuss societal trends such as diversity and inclusion embedded in employee-focused CSR conceptualization as a prerequisite for the perception of CSR’s societal impact. We bring together CSR and relationship marketing theories to test a conceptual model on a sample of 411 business-to-business (B2B) companies. The results confirm a positive relationship between employee-oriented CSR and the perceived usefulness of CSR actions for society, customers and employees (but not suppliers). In order to maximize relationship quality, CSR activities should be targeted at specific stakeholders (customers and employees) and not at society at large. Finally, differences are observed between SMEs and large B2B firms with opposite perceptions of antecedents and outcomes of relationship quality.Source: Journal of business research. - ISSN 0148-2963 (Vol. 143, Apr. 2022, str. 46-61)Type of material - article, component part ; adult, seriousPublish date - 2022Language - englishCOBISS.SI-ID - 95592963
Author
Pfajfar, Gregor |
Shoham, Aviv |
Małecka, Agnieszka |
Zalaznik, Maja, ekonomistka
Topics
podjetje |
trženje |
interesne skupine |
enterprises |
meketing |
stakeholders
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Pfajfar, Gregor | 28910 |
Shoham, Aviv | |
Małecka, Agnieszka | |
Zalaznik, Maja, ekonomistka | 15496 |
Source: Personal bibliographies
and: SICRIS
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