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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/116405
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/116405

    Title: Do Chinese consumers care about corporate social responsibility (CSR)? Implications for cosmetic advertising strategies in China
    Authors: 林芝璇
    Chu, Shu-Chuan
    Lin, Jhih-Syuan
    Contributors: 廣告系
    Keywords: corporate social responsibility (CSR), advertising, culture, cosmetic industry, China
    Date: 2012
    Issue Date: 2018-03-21 17:34:48 (UTC+8)
    Abstract: As cosmetic marketers actively embrace corporate social responsibility (CSR) and promote "ethical" or "green" products in their advertising campaigns, exploring how consumers perceive the role of CSR in the cosmetics industry is becoming increasingly imperative. This study explores how CSR is practiced and perceived in China, the largest female consumer market in the world. Consistent with Chinese cultural values of collectivism and harmony, the results suggest that the CSR of the cosmetics business is important in China. This study opens the door for further research by investigating an under-served region and industry. Theoretical and managerial implications for cosmetic advertising strategies are discussed.
    Relation: Asian Journal of Business Research, Vol.2, No.1, pp.62-84
    Data Type: article
    Appears in Collections:[廣告學系] 期刊論文

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