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

Author

Listed:
  • Bala Ramasamy

    (China Europe International Business School)

  • Matthew C. H. Yeung

    (OUHK - The Open University of Hong Kong)

  • Junsong Chen

    (East China University of Science and Technology)

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.

Suggested Citation

  • Bala Ramasamy & Matthew C. H. Yeung & Junsong Chen, 2013. "Selling to the urban Chinese in East Asia : Do CSR and value orientation matter?," Post-Print hal-02312297, HAL.
    • Handle: RePEc:hal:journl:hal-02312297
    DOI: 10.1016/j.jbusres.2013.05.039
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    References listed on IDEAS

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    Cited by:

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    2. Luger, Michaela & Hofer, Katharina Maria & Floh, Arne, 2022. "Support for corporate social responsibility among generation Y consumers in advanced versus emerging markets," International Business Review, Elsevier, vol. 31(2).
    3. Patricio Ramírez-Correa & F. Javier Rondán-Cataluña & Maria Tereza Moulaz & Jorge Arenas-Gaitán, 2020. "Purchase Intention of Specialty Coffee," Sustainability, MDPI, vol. 12(4), pages 1-13, February.
    4. Juelin Yin & Anusorn Singhapakdi & Yunzhou Du, 2016. "Causes and moderators of corporate social responsibility in China: The influence of personal values and institutional logics," Asian Business & Management, Palgrave Macmillan, vol. 15(3), pages 226-254, July.
    5. Eloy Gil-Cordero & Juan Pedro Cabrera-Sánchez & Ignacio Cepeda-Carrión & Jaime Ortega-Gutierrez, 2021. "Measuring Behavioural Intention through the Use of Greenwashing: A Study of the Mediating Effects and Variables Involved," Sustainability, MDPI, vol. 13(12), pages 1-12, June.
    6. Krzysztof Dembek & Nagaraj Sivasubramaniam & Danielle A. Chmielewski, 2020. "A Systematic Review of the Bottom/Base of the Pyramid Literature: Cumulative Evidence and Future Directions," Journal of Business Ethics, Springer, vol. 165(3), pages 365-382, September.
    7. Baobao Song & Xiaomeng Lan, 2022. "Meeting Consumers’ Expectations: Exploring Corporate Social Advocacy Communication in China," Sustainability, MDPI, vol. 14(4), pages 1-18, February.
    8. Eloy Gil-Cordero & Pablo Ledesma-Chaves & Sunghoon Yoo & Heesup Han, 2023. "Luxury tourism and purchase intention factors: a mixed approach applied to luxury goods," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-20, December.
    9. Sun, Yang & Garrett, Tony C. & Kim, Kyung Hoon, 2016. "Do Confucian principles enhance sustainable marketing and customer equity?," Journal of Business Research, Elsevier, vol. 69(9), pages 3772-3779.
    10. Alqahtani, Faisal & Boulanouar, Zakaria, 2017. "Sharia compliance status & investor demand for IPOs: Evidence from Saudi Arabia," Pacific-Basin Finance Journal, Elsevier, vol. 46(PB), pages 258-268.
    11. Jinkyung Choi, 2017. "The effectiveness of nutritional information on foodservice companies’ corporate social responsibility," Asia Pacific Business Review, Taylor & Francis Journals, vol. 23(1), pages 44-62, January.
    12. Lim, Rachel Esther & Sung, Yoon Hi & Lee, Wei-Na, 2018. "Connecting with global consumers through corporate social responsibility initiatives: A cross-cultural investigation of congruence effects of attribution and communication styles," Journal of Business Research, Elsevier, vol. 88(C), pages 11-19.
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    14. Yang Sun & Eunju Ko, 2016. "Influence of sustainable marketing activities on customer equity," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 26(3), pages 270-283, June.

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