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 2 Indirect effects for Koreans and Americans

Paths	Koreans			Americans
Paths	Beta	SE	95 % CI	Beta	SE	95 % CI
H3: Perceived message clarity as a mediator
Concrete message –» Perceived message clarity –» A_company	.08	.07	-.01 to .26	-.01	.04	-.14 to .03
Concrete message –» Perceived message clarity –» PI	.18	.09	.05 to .41	.01	.03	-.03 to .13
H4: Perceived CSR as a mediator
Concrete message –» Perceived CSR –» A_company	.28	.11	.10 to .52	.01	.11	-.20 to .25
Concrete message –» Perceived CSR –» PI	.24	.10	.08 to .48	.00	.04	-.07 to .11

Note: A _company Attitudes toward the company, BI Purchase intention, CI confidence intervals
The confidence intervals containing zero indicate that the indirect effects are not significant