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How do national culture and slippage work on divergent CSR interpretations: a qualitative comparison between China and Sweden from a consumer’s perspective

Cheng, Jinduo LU (2022) SKOM12 20221
Department of Strategic Communication
Abstract
Corporate Social Responsibility (CSR) communication aims to get stakeholders' buy-in, especially consumers. However, the mainstream CSR definition comes from a corporate perspective, and consumers' understanding of CSR is overlooked in cur-rent literature. This study challenged the dominant CSR interpretation through an at-tempt to discover consumers' perceptions of CSR practices. The purpose of this study is to explore the mechanism behind divergent CSR interpretations in a cross-culture context by focusing on how consumers in China and Sweden interpret glob-al brands' CSR practices differently. To address the purpose, a qualitative comparison between China and Sweden was conducted. The results show that the two counterparts apply similar... (More)
Corporate Social Responsibility (CSR) communication aims to get stakeholders' buy-in, especially consumers. However, the mainstream CSR definition comes from a corporate perspective, and consumers' understanding of CSR is overlooked in cur-rent literature. This study challenged the dominant CSR interpretation through an at-tempt to discover consumers' perceptions of CSR practices. The purpose of this study is to explore the mechanism behind divergent CSR interpretations in a cross-culture context by focusing on how consumers in China and Sweden interpret glob-al brands' CSR practices differently. To address the purpose, a qualitative comparison between China and Sweden was conducted. The results show that the two counterparts apply similar concepts to describe CSR practice but endow different meanings based on their culture. Furthermore, this study implies global brands' CSR practices have similar functions to branding in meaning creation and cultural expression. (Less)
Please use this url to cite or link to this publication:
author
Cheng, Jinduo LU
supervisor
organization
course
SKOM12 20221
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Corporate social responsibility, global brand, cross-culture, slippage, national culture, law as culture
language
English
id
9098440
date added to LUP
2023-02-10 13:07:00
date last changed
2023-02-10 13:07:00
@misc{9098440,
  abstract     = {{Corporate Social Responsibility (CSR) communication aims to get stakeholders' buy-in, especially consumers. However, the mainstream CSR definition comes from a corporate perspective, and consumers' understanding of CSR is overlooked in cur-rent literature. This study challenged the dominant CSR interpretation through an at-tempt to discover consumers' perceptions of CSR practices. The purpose of this study is to explore the mechanism behind divergent CSR interpretations in a cross-culture context by focusing on how consumers in China and Sweden interpret glob-al brands' CSR practices differently. To address the purpose, a qualitative comparison between China and Sweden was conducted. The results show that the two counterparts apply similar concepts to describe CSR practice but endow different meanings based on their culture. Furthermore, this study implies global brands' CSR practices have similar functions to branding in meaning creation and cultural expression.}},
  author       = {{Cheng, Jinduo}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{How do national culture and slippage work on divergent CSR interpretations: a qualitative comparison between China and Sweden from a consumer’s perspective}},
  year         = {{2022}},
}