TY - JOUR
T1 - Selling to the urban Chinese in East Asia
T2 - Do CSR and value orientation matter?
AU - Ramasamy, Bala
AU - Yeung, Matthew C.H.
AU - Chen, Junsong
PY - 2013/12
Y1 - 2013/12
N2 - 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.
AB - 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.
KW - CSR support
KW - Chinese consumers
KW - Confucian values
KW - Corporate social responsibility
KW - Value orientation
UR - http://www.scopus.com/inward/record.url?scp=84883826665&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2013.05.039
DO - 10.1016/j.jbusres.2013.05.039
M3 - Article
AN - SCOPUS:84883826665
SN - 0148-2963
VL - 66
SP - 2485
EP - 2491
JO - Journal of Business Research
JF - Journal of Business Research
IS - 12
ER -
