CSR Communication and Global Brand Trust: Strategic Pathways, Stakeholder Perceptions, and International Implications

Abstract

Corporate Social Responsibility (CSR) has evolved from a peripheral business activity to a strategic mechanism for building trust and legitimacy in global markets. As multinational corporations increasingly operate across diverse cultural, institutional, and ethical environments, effective CSR communication has become essential for shaping stakeholder perceptions and fostering global brand trust. This paper examines the relationship between CSR communication and global brand trust by integrating insights from stakeholder theory, signaling theory, and global branding literature. A conceptual framework is proposed to explain how CSR communication strategies—such as transparency, consistency, and cultural alignment—influence stakeholder trust across international markets. The study discusses key challenges associated with cross-cultural CSR communication, including skepticism, greenwashing concerns, and media fragmentation. The paper contributes to international marketing theory and provides actionable managerial insights for leveraging CSR communication as a trust-building tool in global branding