Strengthening B2B brands by signalling environmental sustainability and managing customer relationships

Vesal, M; Siahtiri, V; O'Cass, A

Strengthening B2B brands by signalling environmental sustainability and managing customer relationships

Vesal, M

Siahtiri, V O'Cass, A

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Publisher:: ELSEVIER SCIENCE INC
Publication Type:: Journal Article
Citation:: Industrial Marketing Management, 2021, 92, pp. 321-331
Issue Date:: 2021-01-01

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Field	Value	Language
dc.contributor.author	Vesal, M https://orcid.org/0000-0002-6785-5930
dc.contributor.author	Siahtiri, V
dc.contributor.author	O'Cass, A
dc.date.accessioned	2022-07-01T06:43:28Z
dc.date.available	2022-07-01T06:43:28Z
dc.date.issued	2021-01-01
dc.identifier.citation	Industrial Marketing Management, 2021, 92, pp. 321-331
dc.identifier.issn	0019-8501
dc.identifier.issn	1873-2062
dc.identifier.uri	http://hdl.handle.net/10453/158484
dc.description.abstract	Resource depletion and environmental pollution concerns are forcing manufacturers to pay greater attention to environmental sustainability. This is especially so for business-to-business (B2B) manufacturing firms who intensively use natural resources in their operations and are blamed for observable impacts on the environment. Despite investments in environmental sustainability practices by B2B manufacturers, studies provide little explanation about the extent B2B manufacturers obtain a positive brand image and superior market performance through environmental sustainability. Furthermore, research has not identified organisational practices that strengthen the path from environmental sustainability to market performance. Drawing on signalling theory, the customer relationship management (CRM) literature, attitude theory, and data collected from B2B manufacturers and their customers, we show that environmental sustainability practices provide positive benefits to B2B manufacturers' brand image, which, in turn, impacts market performance. Further, effective CRM and working with business customers with positive environmental attitudes are essential boundary conditions that strengthen the path from environmental sustainability practices to market performance.
dc.language	English
dc.publisher	ELSEVIER SCIENCE INC
dc.relation.ispartof	Industrial Marketing Management
dc.relation.isbasedon	10.1016/j.indmarman.2020.02.024
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1503 Business and Management, 1505 Marketing
dc.subject.classification	Marketing
dc.title	Strengthening B2B brands by signalling environmental sustainability and managing customer relationships
dc.type	Journal Article
utslib.citation.volume	92
utslib.for	1503 Business and Management
utslib.for	1505 Marketing
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access	*
dc.date.updated	2022-07-01T06:43:27Z
pubs.publication-status	Published
pubs.volume	92

Abstract:

Resource depletion and environmental pollution concerns are forcing manufacturers to pay greater attention to environmental sustainability. This is especially so for business-to-business (B2B) manufacturing firms who intensively use natural resources in their operations and are blamed for observable impacts on the environment. Despite investments in environmental sustainability practices by B2B manufacturers, studies provide little explanation about the extent B2B manufacturers obtain a positive brand image and superior market performance through environmental sustainability. Furthermore, research has not identified organisational practices that strengthen the path from environmental sustainability to market performance. Drawing on signalling theory, the customer relationship management (CRM) literature, attitude theory, and data collected from B2B manufacturers and their customers, we show that environmental sustainability practices provide positive benefits to B2B manufacturers' brand image, which, in turn, impacts market performance. Further, effective CRM and working with business customers with positive environmental attitudes are essential boundary conditions that strengthen the path from environmental sustainability practices to market performance.

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http://hdl.handle.net/10453/158484