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

International Journal of Corporate Social Responsibility

Table 1 Differences in attitudes toward the company and purchase intention

Dependent variables		Mean	SD	f	p
Attitudes toward the company
Koreans	The concrete message	5.16	1.08	17.11	.00*
	The abstract message	4.34	.98	17.11	.00*
Americans	The concrete message	5.26	.91	.21	.65
	The abstract message	5.16	1.23	.21	.65
Purchase intentions
Koreans	The concrete message	4.36	.85	23.48	.00*
	The abstract message	3.33	1.34	23.48	.00*
Americans	The concrete message	3.13	1.29	1.51	.22
	The abstract message	2.83	1.01	1.51	.22