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Journal of International Marketing and Marketing Research
2026, Volume 4, Issue 1 : 1-5
Research Article
Global CSR Campaign Messaging Analysis
 ,
1
Department of International Corporate Responsibility & Communication University of Copenhagen, Denmark
2
Centre for Ethical Business & Sustainability Universiti Malaya, Kuala Lumpur, Malaysia
Abstract

Corporate Social Responsibility (CSR) campaigns serve as strategic communication tools that shape public perception of a firm’s ethics, sustainability values, and societal commitments. As brands expand globally, CSR messaging must adapt to diverse cultural priorities, regulatory environments, stakeholder expectations, and media ecosystems. This paper synthesizes literature from cross-cultural marketing, sustainability communication, corporate ethics, and digital activism to examine how CSR campaign messages are constructed and interpreted across global markets. The Global CSR Messaging Alignment Framework (G-CSRMAF) is proposed, highlighting five interconnected dimensions: Cultural Value Framing, Issue Relevance, Communication Channel Strategy, Transparency & Evidence Claims, and Emotional vs. Rational Appeals. Case comparisons include campaigns from Unilever, Patagonia, Coca-Cola, Samsung, Tata, and IKEA. The study offers insights for designing culturally resonant, credible CSR narratives.

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