TY - CHAP

T1 - Deeper Insights into Different Consumer Perceptions of CSR Communication

T2 - 47th Annual Conference of European Marketing Academy - EMAC 2018

AU - Batt, Verena

AU - Bögel, Paula Maria

AU - Bekmeier-Feuerhahn, Sigrid

AU - Cotton-Chan, Valentina Yee Kwan

N1 - Conference code: 47

PY - 2018

Y1 - 2018

N2 - 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 Ger-mans, 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 communi-cation 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.

AB - 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 Ger-mans, 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 communi-cation 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.

KW - Management studies

KW - CSR communication

KW - credibility

KW - motive attribution

UR - https://www.mendeley.com/catalogue/a3139717-be04-3ced-b6ce-939f15223471/

M3 - Article in conference proceedings

SP - 1

EP - 7

BT - 47th European Marketing Academy 2018 Conference Proceedings

A2 - Spiros, Gounaris

A2 - Matthew, Alexander

A2 - Kathy, Halmilton

A2 - Maria, Karampela

A2 - Ewelina, Lacka

PB - European Marketing Academy

CY - Brussels ; Stockholm

Y2 - 29 May 2018 through 1 June 2018

ER -