TY - JOUR
T1 - College Students' Perception of Philip Morris's Tobacco-Related Smoking Prevention and Tobacco-Unrelated Social Responsibility
AU - Kim, Yeon Soo
AU - Choi, Youjin
PY - 2012/4
Y1 - 2012/4
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84861631886&partnerID=8YFLogxK
U2 - 10.1080/1062726X.2012.626138
DO - 10.1080/1062726X.2012.626138
M3 - Article
AN - SCOPUS:84861631886
SN - 1062-726X
VL - 24
SP - 184
EP - 199
JO - Journal of Public Relations Research
JF - Journal of Public Relations Research
IS - 2
ER -