Connecting with global consumers through corporate social responsibility initiatives: A cross-cultural investigation of congruence effects of attribution and communication stylesRachel Esther Lim, Yoon Hi Sung and Wei-Na Lee Journal of Business Research, 2018, vol. 88, issue C, 11-19 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. Keywords: Cross-culture; Attribution style; Corporate social responsibility (CSR); CSR message; CSR communication (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:88:y:2018:i:c:p:11-19 DOI: 10.1016/j.jbusres.2018.03.002 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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