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.
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.
Dejun Tony Kong, University of Houston, USA
Maria Ng, University of Houston, USA
NA - Advances in Consumer Research Volume 46 | 2018
E1. Effects of Recipients’ Emotional Expressions on Donors’ Preference for Helping with Development versus Survival
Xue Wang, University of Hong Kong
He (Michael) Jia, University of Hong Kong
Sara Kim, University of Hong Kong
Consuming Time-Space Imaginations: Bakhtin’s Chronotope on Robots and Artificial Intelligence
Marat Bakpayev, University of Minnesota Duluth, USA
Alima Yesmukanova, KIMEP University
Beyond Needs and Wants: How Networked Hyper-rational Economic Actors “Win” the Deal but “Lose” the Shopping Trip
Colin Campbell, University of San Diego, USA
Hope Schau, University of Arizona, USA