How do national culture and slippage work on divergent CSR interpretations: a qualitative comparison between China and Sweden from a consumer’s perspective
(2022) SKOM12 20221Department 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:
http://lup.lub.lu.se/student-papers/record/9098440
- author
- Cheng, Jinduo LU
- supervisor
- organization
- course
- SKOM12 20221
- year
- 2022
- 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}}, }