K5. Advertising Organizational Culture As a Selling Tactic For For-Profit Organizations
By conducting four experiments, we found that advertising organizational culture can be an effective selling tactic for for-profit organizations, particularly in a stereotypically fun industry. Specifically, advertising fun (vs. neutral) organizational culture appeared to enhance consumers’ perception of organizational warmth, which elevated their positive anticipated emotions and subsequent purchase intention.
Citation:
Dejun Tony Kong and Maria Ng (2018) ,"K5. Advertising Organizational Culture As a Selling Tactic For For-Profit Organizations", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 914-914.
Authors
Dejun Tony Kong, University of Houston, USA
Maria Ng, University of Houston, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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