Deeper Insights into Different Consumer Perceptions of CSR Communication: Germany vs. United States vs. China

Research output: Contributions to collected editions/worksArticle in conference proceedingsResearchpeer-review


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.
Original languageEnglish
Title of host publication47th European Marketing Academy 2018 Conference Proceedings : People Make Marketing
EditorsGounaris Spiros, Alexander Matthew, Halmilton Kathy, Karampela Maria, Lacka Ewelina
Number of pages7
Place of PublicationBrussels ; Stockholm
PublisherEuropean Marketing Academy
Publication date2018
ISBN (Electronic)978-1-5272-1911-3
Publication statusPublished - 2018
Event47th Annual Conference of European Marketing Academy - EMAC 2018: “People Make Marketing” - Glasgow, United Kingdom
Duration: 29.05.201801.06.2018
Conference number: 47