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dc.contributor.authorCambra Fierro, Jesús Juanes_PE
dc.contributor.authorFlores Hernández, Javier Alfredoes_PE
dc.contributor.authorPérez, L.es_PE
dc.contributor.authorValera Blanes, G.es_PE
dc.contributor.otherFlores Hernández, Javier Alfredoes_PE
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.descriptionIndexado en Scopuses_PE
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/pdf
dc.language.isoenges_PE
dc.publisherWiley-Blackwelles_PE
dc.relation.ispartofurn:issn:1535-3966
dc.rightsinfo:eu-repo/semantics/restrictedAccesses_PE
dc.sourceRepositorio Institucional - Ulimaes_PE
dc.sourceUniversidad de Limaes_PE
dc.subjectResponsabilidad social de la empresaes_PE
dc.subjectMercados emergenteses_PE
dc.subjectBrandingen-EN
dc.subjectComportamiento del consumidores_PE
dc.subjectSocial responsability of businessen_EN
dc.subjectEmerging marketsen_EN
dc.subjectConsumer behavioren_EN
dc.subject.classificationCiencias empresariales / Marketinges_PE
dc.titleCSR and branding in emerging economies: The effect of incomes and educationes_PE
dc.typeinfo:eu-repo/semantics/article
dc.description.versioninfo:eu-repo/semantics/publishedVersion
dc.type.otherArtículo en Scopuses_PE
dc.identifier.journalCorporate Social Responsibility and Environmental Management
dc.publisher.countryGBes_PE
dc.subject.ocdehttp://purl.org/pe-repo/ocde/ford#5.02.00es_PE
dc.identifier.doihttps://doi.org/10.1002/csr.2000


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