Abstract
This study examines the impact of marketing-oriented corporate social responsibility (CSR) communications on perceptions of the firm and its brands among consumers in two diverse cultures, economies, and political landscapes. The authors’ main hypotheses are based on global brand positioning theory, which posits that consumer perceptions are enhanced if the brand is viewed as global. In general, the results support the notion that multinational firms emphasizing global CSR efforts engender more positive perceptions across multiple dimensions. Yet regarding tactical issues, the results also show the importance of some specific needs according to local tastes and experiences. The authors provide implications for marketing theory and practice as well as future research directions.
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