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

Beschreibung

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 Germans, 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 communication 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

Co-author(s): Paula Maria Bögel (LEUPHANA UNIVERSITY OF LÜNEBURG)
/
Sigrid Bekmeier-Feuerhahn (LEUPHANA UNIVERSITY OF LÜNEBURG)
/
Valentina Yee Kwan Cotton-Chan (The Hong Kong Polytechnic University, Hong Kong)

Zeitraum	29.05.2018
Ereignistitel	47th Annual Conference of European Marketing Academy - EMAC 2018: “People Make Marketing”
Veranstaltungstyp	Konferenz
Konferenznummer	47
Ort	Glasgow, Großbritannien / Vereinigtes KönigreichAuf Karte anzeigen
Bekanntheitsgrad	International