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

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...