Título:

"A Cross-Cultural Examination of Corporate Social Responsibility Marketing Communications in Mexico and the United States: Strategies for Global Brands"

Autor:

BECKER-OLSEN Karen L.

TAYLOR Charles R.

HILL Ronald Paul

YALCINKAYA Goksel

Colaborador:

(College of New Jersey, Villanova U. and U. of New Hampshire)

Editor:

American Marketing Association

Fecha:

2011

Tipo:

Artículo

Formato:

p.30-44

Descripción:

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.

Materia:

Análisis comparativo

Publicidad

Comercio

Consumo

Estados Unidos

Fuente:

Journal of International Marketing 19 (2)

Anexos: