In times of social challenges and ongoing debates about sustainability issues, MNCs realize the importance to understand how consumer-perceived CSR leads to beneficial consumer responses in various national contexts. Moreover, they are aware of the huge importance of consumer perceptions of their corporate brand. However, they need to gain knowledge on how to optimize the benefits of their global brand in increasingly digitalized societies and limited budgets. The focus of this doctoral thesis is on analyzing these challenges from consumer perspective and providing fine-grained implications.