Citas bibligráficas
Esparza, F., Ucañán, C., León, C., Guerra, M. (2017). La influencia de la responsabilidad social empresarial en el comportamiento de compra de revistas de los consumidores varones de la ciudad de Lima Metropolitana entre 18 y 24 años [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/8746
Esparza, F., Ucañán, C., León, C., Guerra, M. La influencia de la responsabilidad social empresarial en el comportamiento de compra de revistas de los consumidores varones de la ciudad de Lima Metropolitana entre 18 y 24 años []. PE: Pontificia Universidad Católica del Perú; 2017. http://hdl.handle.net/20.500.12404/8746
@mastersthesis{sunedu/2651447,
title = "La influencia de la responsabilidad social empresarial en el comportamiento de compra de revistas de los consumidores varones de la ciudad de Lima Metropolitana entre 18 y 24 años",
author = "Guerra Castañeda, María Guadalupe",
publisher = "Pontificia Universidad Católica del Perú",
year = "2017"
}
The Corporate Social Responsibility (CSR) has gained a relevant position worldwide, and also Peru. This investigation seeks to determine the influence that the CSR has in the intention for purchase of magazines of the consuming males of the city of Lima Metropolitan between 18 and 24 years. The Methodology of the Models of Discreet Choice was used in the aim to quantify the intention of purchase and the willingness to pay for the actions of social responsibility developed by the companies. The experiment was carried out using a sample of 132 of Lima consumers. The investigation offers empirical evidence of the positive relation existing between the CSR and the behavior of purchase of the sample. The results of the study indicate that the effect of the CSR in his set is superior to that of the Corporate Competitions. This Thesis is a extension of the doctoral investigation of Percy Samoel Marquina Feldman (PhD): "The influence of the social managerial responsibility in the behavior of purchase of the Peruvian consumers" (CENTRUM, Business School of the Pontificia Universidad Catolica de Peru. Lima, 2009), the aim is to validate if the relation identified originally by the Marquina, as appears in the category of the consuming of magazines and males between 18 and 24 years, as he suggests it in his final recommendations. With the authorization of the author, we have used parts of his thesis, specially the ones concerning the review of the literature and the method
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