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

College Students' Perception of Philip Morris's Tobacco-Related Smoking Prevention and... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

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

Kim, Yeon Soo; Choi, Youjin
Journal of Public Relations Research , Volume 24 (2): 16 – Apr 1, 2012
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College Students' Perception of Philip Morris's Tobacco-Related Smoking Prevention and Tobacco-Unrelated Social Responsibility

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...
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1080/1062726X.2012.626138
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Public Relations Research – Taylor & Francis

Published: Apr 1, 2012

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