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Perceived message clarity did not have significant effects on (a) attitude toward the company (b = .09, p = .27) and (b) purchase intention (b = −.04, p = .67).67
H4 predicted a significant mediation effect on (a) attitude toward the company and (b) purchase intention such that perceived CSR would play a mediating role in explaining the effects of the positive effects of concrete (vs. abstract) message on (a) attitude toward the company and (b) purchase intention for Koreans.
H3 predicted a significant mediation effect on (a) attitude toward the company and (b) purchase intention such that perceived message clarity would play a mediating role in explaining the effects of the positive effects of concrete (vs. abstract) message on (a) attitude toward the company and (b) purchase intention for Koreans.
Hypothesis 4: The concrete message will generate higher perceived CSR, which will have a positive effect on (a) attitude toward the company and (b) purchase intention for Koreans, but not for Americans.
Hypothesis 3: The concrete message will generate higher perceived message clarity, which will have a positive effect on (a) attitude toward the company and (b) purchase intention for Koreans, but not for Americans.
Thus, the following two mediation hypotheses are posed: Hypothesis 3: The concrete message will generate higher perceived message clarity, which will have a positive effect on (a) attitude toward the company and (b) purchase intention for Koreans, but not for Americans.
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Humility and servant leadership do not imply that leaders have low self-esteem, or take on an attitude of servility.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com