Deeper Insights into Different Consumer Perceptions of CSR Communication: Germany vs. United States vs. China
Publikation: Beiträge in Sammelwerken › Aufsätze in Konferenzbänden › Forschung › begutachtet
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47th European Marketing Academy 2018 Conference Proceedings: People Make Marketing. Hrsg. / Gounaris Spiros; Alexander Matthew; Halmilton Kathy; Karampela Maria; Lacka Ewelina. Brussels ; Stockholm: European Marketing Academy, 2018. S. 1-7.
Publikation: Beiträge in Sammelwerken › Aufsätze in Konferenzbänden › Forschung › begutachtet
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RIS
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 -