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Connecting with global consumers through corporate social responsibility initiatives: A cross-cultural investigation of congruence effects of attribution and communication styles

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  • Lim, Rachel Esther
  • Sung, Yoon Hi
  • Lee, Wei-Na

Abstract

This study proposes that consumers' attribution styles influence how they respond to corporate social responsibility (CSR) messages. The current study employs a cross-cultural experiment to examine the interplay of consumer attribution styles and message types on the outcome of CSR communication, and reveals a significant interaction between attribution style and CSR message. Individuals with a dispositional attribution style responded more favorably to evidence-based CSR messages than to belief-based messages, while those with a situational attribution style responded more favorably to belief-based messages than to evidence-based messages. This study extends cross-cultural research into the area of CSR communication and offers practical guidelines for international marketers and corporations on how to communicate their CSR involvement to global consumers.

Suggested Citation

  • Lim, Rachel Esther & Sung, Yoon Hi & Lee, Wei-Na, 2018. "Connecting with global consumers through corporate social responsibility initiatives: A cross-cultural investigation of congruence effects of attribution and communication styles," Journal of Business Research, Elsevier, vol. 88(C), pages 11-19.
    • Handle: RePEc:eee:jbrese:v:88:y:2018:i:c:p:11-19
    DOI: 10.1016/j.jbusres.2018.03.002
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    References listed on IDEAS

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    Cited by:

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    3. Fernanda Muniz & Francisco Guzmán, 2021. "Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 347-358, May.
    4. Qamar Farooq & Yunhong Hao & Xuan Liu, 2019. "Understanding corporate social responsibility with cross‐cultural differences: A deeper look at religiosity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 965-971, July.
    5. Xie, Quan & Wang, Tianjiao (Grace), 2022. "Promoting corporate social responsibility message in COVID-19 advertising: How threat persuasion affects consumer responses to altruistic versus strategic CSR," Journal of Business Research, Elsevier, vol. 148(C), pages 315-324.
    6. Chu, Shu-Chuan & Chen, Hsuan-Ting & Gan, Chen, 2020. "Consumers’ engagement with corporate social responsibility (CSR) communication in social media: Evidence from China and the United States," Journal of Business Research, Elsevier, vol. 110(C), pages 260-271.

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