Consumers high skepticism is a key problem in CSR communication, particularly towards promotional forms of CSR, e.g. CRM. Previous studies on consumers' skepticism towards CRM have focused on consumers' perceived motives for companies' CSR activities (altruistic vs. egoistic). These studies showed that consumers' skepticism concerning companies' motives negatively affects their attitudes towards these companies as well as their purchase intentions. Based on previous findings on differences in CSR activities in Germany and the US, this study focuses on intercultural differences by examining motive attribution towards CRM campaigns by Germans and Americans and related implications for perceived credibility of CRM campaigns in the two countries.

Paula Maria Bögel - PräsentationSigrid Bekmeier-Feuerhahn - Ko-AutorinElla-Sophie Hannemann - Ko-Autorin