Research, so far, has dealt insufficiently with the different consumer perceptions of CSR communication across nationalities, in spite of the growing number of multinational companies and their increased need to implement cross-national CSR communication strategies. This paper therefore addresses this research gap by examining whether Germans, as compared with US-Americans and Chinese, assign different credibility scores and attribute different motives to a company ́s CSR communication. The results reveal that US-Americans and Chinese assign a higher degree of credibility to CSR communication and attribute other-centered motives more strongly to CSR communication than Germans. Moreover, the results confirm the role of motive attribution
as a mediating variable

Co-author(s): Paula Maria Bögel (LEUPHANA UNIVERSITY OF LÜNEBURG)
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Sigrid Bekmeier-Feuerhahn (LEUPHANA UNIVERSITY OF LÜNEBURG)
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Valentina Yee Kwan Cotton-Chan (The Hong Kong Polytechnic University, Hong Kong)