Abstract:
Purpose – This study aims to identity the component of corporate social responsibility (CSR) and
examine its role in industrial brand equity creation. This study examines the path via value proposition
derived by industrial buyers through social performance of suppliers.
Design/methodology/approach – Drawing from the means-end chain paradigm, this study develops a
conceptual model illustrating consequences of CSR perception. The model is empirically tested with 404
purchasing managers of manufacturing firms in India.
Findings – This study finds an empirical link between the CSR perception among industry buyers with
consumption value and subsequent impact on industrial brand equity of suppliers. This study addresses
the conundrum related to the role of social performance of supplier in purchase decision.
Research limitations/implications – The brand preference decision among industrial buyers has
majorly focused on price quality conundrum. The supplier groups emphasis on providing the value to
customer group across the price quality continuum. However, with growing importance of social
accountability, the social performance of suppliers has become integral to decision-making for decisionmakers. The supplier groups are expected to create offering with amalgamation of social
responsiveness.
Originality/value – To the best of the author’s knowledge, this study is the first to demonstrate the impact
of CSR perception on value proposition for industrial buyers. Multiple theories have advanced the
importance of value in brand equity; the empirical study is probably first in the context.