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Selling to the urban Chinese in East Asia: Do CSR and value orientation matter?

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Abstract

Most multinationals have a presence in the East Asian region and target the urban Chinese population. In an effort to win over the loyalty of consumers, Corporate Social Responsibility (CSR) has been used increasingly as a marketing strategy. This paper explores how personal values influence the attitude and behavior towards CSR among Chinese consumers. By collecting data from three major East Asian cities — Hong Kong, Shanghai and Singapore, and employing factor, cluster, conjoint and correspondence analyses, the authors demonstrate that Confucian value orientation can be a powerful antecedent of CSR support.

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Economics/Decision Science


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Source

Journal of Business Research

ISSN:0148-2963

Year:2013

Issue:12

Volume:66

Page:2485-2491

Powered by JCR@2013

ESI Discipline:ECONOMICS & BUSINESS;

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