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Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators

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Academic year: 2020

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Figure

Table 1 Differences in attitudes toward the company andpurchase intention
Table 2 Indirect effects for Koreans and Americans
Fig. 4 A multiple mediation model for Americans. Unstandardized regression coefficients from a bootstrap analysis are provided along the paths,with effects on attitude toward the company outside brackets and effects on purchase intention inside brackets
Fig. 5 The abstract message
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