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

Bala Ramasamy (First Author), Matthew C.H. Yeung (Participant Author), Junsong Chen (Participant Author)

科研成果: 期刊稿件期刊论文

摘要

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.
源语言英语
页(从-至)2485-2491
期刊Journal of Business Research
66
12
DOI
出版状态已出版 - 2013

Corresponding author email

chenjunsong@hotmail.com

关键词

  • CSR support
  • Chinese consumers
  • Confucian values
  • Corporate social responsibility
  • Value orientation

成果物的来源

  • ABDC-A
  • Scopus
  • SSCI

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