College Students' Perception of Philip Morris's Tobacco-Related Smoking Prevention and Tobacco-Unrelated Social Responsibility

Yeon Soo Kim, Youjin Choi

Research output: Contribution to journalArticlepeer-review

31 Scopus citations

Abstract

This study examined the effects of 2 Philip Morris corporate social responsibility (CSR) programs-a tobacco-related smoking prevention versus a tobacco-unrelated program-on college students' perceived CSR motive, attitudes toward Philip Morris, and behavioral intentions to support the company. Using 2 college student samples in the United States and South Korea, this study found that the tobacco-unrelated program and a positively perceived CSR motive elicited more positive responses about CSR values, attitudes toward CSR activities and the company, and behavioral intentions to support Philip Morris. Korean college students were more likely to perceive Philip Morris's CSR activities as mutually beneficial and to support Philip Morris than were American college students.

Original languageEnglish
Pages (from-to)184-199
Number of pages16
JournalJournal of Public Relations Research
Volume24
Issue number2
DOIs
StatePublished - Apr 2012

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