Xu, Yueying - In: International Journal of Contemporary Hospitality Management 26 (2014) 6, pp. 1002-1020
/methodology/approach – Setting the research context on the fast food industry in China and selecting McDonald’s as the subject brand, a survey study … McDonald’s CSR activities were unknown to the Chinese respondents. Originality/value – China is an attractive market to most … companies’ CSR strategies will contribute to the success rate of companies operating in China. In addition, by using a real …