20.500.12556/RUL-135405 Value of corporate social responsibility for multiple stakeholders and social impact - relationship marketing perspective 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. enterprises marketing stakeholders CSR relationship marketing relationship quality commitment social impact stakeholder theory podjetje trženje interesne skupine true false true Angleški jezik Slovenski jezik Članek v reviji 2022-03-11 10:55:07 2022-03-11 11:04:42 2022-09-14 04:13:09 0000-00-00 00:00:00 2022 0 0 Str. 46-61 Vol. 143 Apr. 2022 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 0148-2963 10.1016/j.jbusres.2022.01.051 95592963 RAZ_Pfajfar_Gregor_2022.pdf RAZ_Pfajfar_Gregor_2022.pdf 1 A61F14698ABB9D0A44F81CB3CD9A7F76 1d379d599fa69d4158d3a78755a34d5c1c006334355ce2224795794d3838e973 7038143f-a122-11ec-8556-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=154463 https://www.sciencedirect.com/science/article/pii/S0148296322000613 0 7857af98-a122-11ec-8556-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=154464 Ekonomska fakulteta 0 0 0