<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2448-7678</journal-id>
<journal-title><![CDATA[Investigación administrativa]]></journal-title>
<abbrev-journal-title><![CDATA[Investig. adm.]]></abbrev-journal-title>
<issn>2448-7678</issn>
<publisher>
<publisher-name><![CDATA[Instituto Politécnico Nacional, Escuela Superior de Comercio y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-76782022000100006</article-id>
<article-id pub-id-type="doi">10.35426/iav51n129.06</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Imagen de Responsabilidad Social Corporativa e Intención de Compra Millennial]]></article-title>
<article-title xml:lang="en"><![CDATA[Influence of the Corporate Social Responsibility Image and Millennial Purchase Intention]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rangel-Lyne]]></surname>
<given-names><![CDATA[Lucirene]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hinojosa-López]]></surname>
<given-names><![CDATA[Jessica Ivonne]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sierra-Morán]]></surname>
<given-names><![CDATA[Johana Cristina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma de San Luis Potosí  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de León  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2022</year>
</pub-date>
<volume>51</volume>
<numero>129</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-76782022000100006&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-76782022000100006&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-76782022000100006&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: El objetivo de investigación es analizar los efectos del altruismo y la credibilidad en las percepciones de la imagen de RSC, y a la vez, la influencia de ésta sobre en la intención de compra. El método consistió en un análisis de ecuaciones estructurales con una muestra de 309 jóvenes universitarios. Los hallazgos sugieren que cuando las comunicaciones de RSC son percibidas como legítimas, el consumidor crea una percepción altruista y creíble, potenciando una imagen socialmente responsable que motiva la intención de compra millennial. La originalidad consiste en presentar un análisis de la generación millennials quienes se muestran como una tendencia socialmente responsable. La principal limitación es la inclusión de millenials universitarios de una sola universidad.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: The aim of this paper is to analyze the e&#64256;ects of altruism and the credibility of the CSR image´ perceptions on the purchase intention. The method consisted of an analysis of structural equations with a sample of 309 university students. Our findings suggest that, when CSR communications are perceived as legitimate, the consumer creates an altruistic and credible perception that promotes a CSR image, predicting the millennial purchase intentions. The originality consists in presenting an analysis of the millennial generation, who are socially responsible consumers. The main limitation is the inclusion of university millennials from a single university.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Altruismo]]></kwd>
<kwd lng="es"><![CDATA[Credibilidad]]></kwd>
<kwd lng="es"><![CDATA[Imagen de Responsabilidad Social Corporativa]]></kwd>
<kwd lng="es"><![CDATA[Intención de Compra]]></kwd>
<kwd lng="es"><![CDATA[Millennial Ecuatorianos]]></kwd>
<kwd lng="es"><![CDATA[M14]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[C30]]></kwd>
<kwd lng="en"><![CDATA[Altruism]]></kwd>
<kwd lng="en"><![CDATA[Credibility]]></kwd>
<kwd lng="en"><![CDATA[Image of Corporate Social Responsibility]]></kwd>
<kwd lng="en"><![CDATA[Purchase Intention]]></kwd>
<kwd lng="en"><![CDATA[Ecuadorian Millennial]]></kwd>
<kwd lng="en"><![CDATA[M14]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[C30]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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