Fig. 3From: Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediatorsA multiple mediation model for Koreans. Unstandardized regression coefficients from a bootstrap analysis are provided along the paths, with effects on attitude toward the company outside brackets and effects on purchase intention inside brackets. Note. c is the total effect, which refers to the effect of concrete message on outcome variables without two mediators, and c’ is the direct effect, which refers to the effect of concrete message on outcome variables after controlling for two mediators. **p < .01. ***p < .001Back to article page