Presenting Underdog Employee Stories in Services Advertising: the Moderating Role of Brand Familiarity and Implicit Theories
With two studies, this research demonstrates that, just like brand biography, underdog employee’s story could affect consumer’s responses through the mediation of identification with the employee. Our results also suggest that presenting underdog employees in advertisements is particularly suitable for unfamiliar brands. However, this effect is stronger for incremental-focused consumers.
Chun-Ming Yang, Yu-Shan Chen, and Shu-Ni Hsu (2015) ,"Presenting Underdog Employee Stories in Services Advertising: the Moderating Role of Brand Familiarity and Implicit Theories", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 333-333.
Chun-Ming Yang, Ming Chuan University, Taiwan
Yu-Shan Chen, National Chengchi Uniersity, Taiwan
Shu-Ni Hsu, National Taiwan University of Science and Technology, Taiwan
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.
Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid
J12. The Influence of Pet-Ownership on Consumer Behavior
Lei Jia, Ohio State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Yuwei Jiang, Hong Kong Polytechic University
The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?
David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada