Ramasamy, Bala; Yeung, Matthew C.H.; Chen, Junsong - In: Journal of Business Research 66 (2013) 12, pp. 2485-2491
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...
