Strengthening B2B brands by signalling environmental sustainability and managing customer relationships

Vesal Mahdi; Siahtiri Vida; OCass Aron

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Strengthening B2B brands by signalling environmental sustainability and managing customer relationships

机译：通过信号传播环境可持续性和管理客户关系来加强B2B品牌

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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.

机译：资源枯竭和环境污染问题迫使制造商更加注重环境可持续性。这对于商业到商业（B2B）制造公司尤其如此，这些公司在其运营中密集使用自然资源，并被归咎于可观察到的环境影响。尽管B2B制造商对环境可持续性实践进行了投资，但研究提供了关于B2B制造商通过环境可持续性获得积极品牌形象和卓越的市场绩效的程度的解释。此外，研究尚未确定加强环境可持续性与市场绩效的道路的组织实践。借鉴信令理论，客户关系管理（CRM）文学，态度理论和来自B2B制造商及其客户的数据，我们表明，环境可持续性实践为B2B制造商的品牌形象提供了积极的益处，反过来影响市场表现。此外，有效的CRM和具有积极环境态度的商业客户的工作是重要的边界条件，加强环境可持续性实践从市场绩效中的道路。

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来源
《Industrial marketing management》 |2021年第1期|321-331|共11页
作者
Vesal Mahdi; Siahtiri Vida; OCass Aron;
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作者单位

Macquarie Univ Macquarie Business Sch Dept Mkt Sydney NSW Australia;

Macquarie Univ Macquarie Business Sch Dept Mkt Sydney NSW Australia;

Macquarie Univ Macquarie Business Sch Dept Mkt Sydney NSW Australia;

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原文格式 PDF
正文语种 eng
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关键词
Environmental sustainability; Brand image; Customer relationship management customer's environmental attitudes;

机译：环境可持续性;品牌形象;客户关系管理客户的环境态度;

Strengthening B2B brands by signalling environmental sustainability and managing customer relationships

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