Keywords: CSR impact
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Journal Articles

Looking beyond active publics: how public segmentation moderates country-of-origin animosity and CSR impact in multinational CSR communication

Baobao Song
Journal: Corporate Communications: An International Journal
Corporate Communications: An International Journal 1–24.
https://doi.org/10.1108/CCIJ-03-2025-0059
Published: 05 September 2025
... communication factor (perceived CSR impact) and the company contingency factor (country-of-origin animosity) to influence perceptions of organization-public relationships (OPR) in the context of multinational corporations’ CSR communication in China. Design/methodology/approach The study employs an online...
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