Can CSR by MNEs enhance home country image? An empirical investigation with Asian MNEs in Vietnam

Abstract

This study is designed to empirically examine how CSR by Asian MNEs in Vietnam affects home country image. Surveys were conducted with 400 individuals in Vietnam on Japanese, Korean, and Taiwanese firms. Our findings suggest that CSR images of MNEs affect individual attitudes towards the country. In addition, the relationships between CSR image and country image were found to differ by the countries of origin of multinationals. Our findings provide evidence to support the notion of increased public involvement in CSR of MNEs in developing countries as CSR can enhance the national brand of the home country in local countries.© 2016 Inderscience Enterprises Ltd.