An examination of the interplay between corporate social responsibility, the brand’s home country, and consumer global identification

Purpose – The purpose of this paper is to examine two contextual factors with respect to the influence of corporate social responsibility (CSR) messages on consumer attitudes and purchase intentions. First, the authors examine the interplay between CSR messages and country image, and second, how consumers’ global identity affects their response to CSR signals. Design/methodology/approach – The conceptual framework is examined in two samples of US consumers evaluating a new foreign entrant into the US market. Findings – The empirical findings largely support the conceptual framework. Consistent with expectations, CSR and country image influence attitudes and purchase intentions. Most importantly, the authors also find a significant interaction effect between CSR and country of origin (COO). Further, consumers high on global identity are more responsive to positive CSR signals. These findings are confirmed in two complimentary studies. Practical implications – CSR has become an important strategic priority for managers. This study allows managers to make more informed decisions regarding the CSR initiatives of their organizations. Originality/value – This study connects the CSR literature with the COO literature, both of which are very important in the international marketing literature. Viewed through a signaling theory lens, this study provides new insights when, where, and how positive and negative CSR messages help or hurt the firm.