التفاصيل البيبلوغرافية
| العنوان: |
Vertical Individualism As a Motivating Factor in Perceiving CSR Advertising for East Asian Markets: Korea and China. |
| المؤلفون: |
Lee, Yoon-Joo, Chen, Huan, Haley, Eric |
| المصدر: |
Journal of Current Issues & Research in Advertising (Routledge); 2023, Vol. 44 Issue 4, p517-541, 25p |
| مصطلحات موضوعية: |
SOCIAL responsibility of business, OLDER consumers, INDIVIDUALISM, CONSUMERS, ADVERTISING, YOUNG consumers |
| مصطلحات جغرافية: |
EAST Asia, SOUTH Korea, CHINA |
| مستخلص: |
This study expands the prior corporate social responsibility (CSR) studies in East Asia by demonstrating that vertical individualism, which is a rarely studied dimension for consumers in East Asia, plays an important role in processing CSR ads. Furthermore, based on the generational cohort theory and gender theory in the cultural context, through an online survey design, this study's findings show that the effect of vertical individualism on consumers' purchase intention varied across generations in East Asia: Korea (study 1; n = 221; 51% female) and China (study 2; n = 201; 47% female). For consumers in China, regardless of gender, vertical individualism is a crucial factor in triggering a strong purchase intention toward CSR ads among older consumers. However, for consumers in Korea, gender effects were found that females (males) were not sensitive (were sensitive) to the effects of vertical individualism on product evaluations across generations. Theoretical and managerial implications are further discussed. [ABSTRACT FROM AUTHOR] |
|
Copyright of Journal of Current Issues & Research in Advertising (Routledge) is the property of Routledge and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| قاعدة البيانات: |
Complementary Index |
PDF full text from Publisher 
Full Text Finder