Becker-Olsen, K., Taylor, C., Hill, R.P., and Yalcinkaya, G. (2011). A cross-cultural examination of corporate social responsibility marketing communications in Mexico
and the United States: strategies for global brands. Journal of International Marketing, 19 (2), 30-44.
The study highlighted the impact of corporate social responsibility communications on the perceptions of organizations along with their brands among consumers in two distinct cultures. It was primarily assumed that the global brand positioning theory is widely applicable, explaining that consumers’ perceptions can be improved if the brand is considered as global. On the whole, CSR communication can bring about positive outcomes for firms; multinational companies that highlight global CSR initiatives and efforts can bring about favorable perceptions among the public. Nonetheless, there is still a great need to consider the significance of certain needs based on local values and experiences.
Bhattacharya, C., and Sen, S. (2004). Doing better at doing good: when, why, and how consumers respond to corporate social initiatives. California Management Review, 47 (1), 9-25.
As the paper highlighted the impact of corporate social responsibility communication on the public, findings showed that consumers are more sensitive and demonstrate greater reactions towards negative CSR information compared to positive CSR information. ...