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dc.contributor.authorCambra Fierro, Jesús Juan
dc.contributor.authorFlores Hernández, Javier Alfredo
dc.contributor.authorPérez, L.
dc.contributor.authorValera Blanes, G.
dc.contributor.otherFlores Hernández, Javier Alfredo
dc.date.accessioned2020-07-31T23:14:47Z
dc.date.available2020-07-31T23:14:47Z
dc.date.issued2020
dc.identifier.citationCambra-Fierro, J.J., Flores-Hernández, J. A., Pérez, L. & Valera-Blanes, G. (2020). CSR and branding in emerging economies: The effect of incomes and education (article in press). Corporate Social Responsibility and Environmental Management. https://doi.org/10.1002/csr.2000es_PE
dc.identifier.urihttps://hdl.handle.net/20.500.12724/11225
dc.description.abstractSustainable development is a fundamental objective for guaranteeing the future of the planet. Taking into account the impact of emerging economies on the global economy and the scarcity of papers that have considered the effect of CSR initiatives on consumer behavior on those economies, it seems that further research on this issue is necessary. In particular, we analyze the extent to which CSR affects the connection and links of the consumer to the brand (i.e., self–brand connection, brand engagement). The main contribution of the paper to the field is the analysis of the interaction between CSR and branding in the context of an emerging economy. To that aim, and also in a novel way, we use the Stimuli–Organism–Response (SOR) model for a sample of more than 400 food and beverage consumers in Metropolitan Lima, Peru. Our results show that CSR effectively acts as a stimulus for consumers to identify and link to brands and that, in addition, these links generate buy-back (i.e., loyalty) and recommendation behaviors (i.e., WOM) which, in turn, create a great commercial value for companies. This research also analyses how incomes and educational levels moderate the intensity of such links. For practical implications, global trends in managing CSR and branding may be useful, although some cross-cultural and context-specific adaptations are necessary.en_EN
dc.formatapplication/html
dc.language.isoeng
dc.publisherWiley-Blackwell
dc.relation.ispartofurn:issn:1535-3966
dc.rightsPendiente*
dc.rights.uriPendiente*
dc.sourceRepositorio Institucional Ulima
dc.sourceUniversidad de Lima
dc.subjectSocial responsability of businessen_EN
dc.subjectEmerging marketsen_EN
dc.subjectConsumer behavioren_EN
dc.subjectResponsabilidad social de la empresaes_PE
dc.subjectMercados emergenteses_PE
dc.subjectBrandinges_PE
dc.subjectComportamiento del consumidores_PE
dc.subject.classificationPendientees_PE
dc.titleCSR and branding in emerging economies: The effect of incomes and educationen_EN
dc.typeinfo:eu-repo/semantics/article
dc.type.otherArtículo en Scopus
ulima.areas.lineasdeinvestigacionDesarrollo empresarial / Marketing y comportamiento del consumidores_PE
dc.identifier.journalCorporate Social Responsibility and Environmental Management
dc.publisher.countryGB
dc.subject.ocdehttps://purl.org/pe-repo/ocde/ford#5.02.00
dc.identifier.doihttps://doi.org/10.1002/csr.2000
ulima.catOI
ulima.autor.afiliacionDepartment of Marketing, University of Lima, Lima
ulima.autor.carreraMarketing
dc.identifier.isni0000000121541816
dc.identifier.scopusid2-s2.0-85088458192


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