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

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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
Pages1-7
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
http://www.emac-2018.org/