Bridging the Legitimacy Gap Beyond Borders: Country-of-Origin Effects in Strategic CSR Communication
Journal of Business Communication
Published online on April 15, 2026
Abstract
International Journal of Business Communication, Ahead of Print.
This research examines how strategic communication sources can overcome country-of-origin biases in multinational corporations’ CSR messaging. Two experiments with U.S. consumers reveal that companies from high-animosity countries (China) face significant ...
This research examines how strategic communication sources can overcome country-of-origin biases in multinational corporations’ CSR messaging. Two experiments with U.S. consumers reveal that companies from high-animosity countries (China) face significant ...