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
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David Faro, London Business School, UK
Simona Botti, London Business School, UK
Shlomo Benartzi, University of California Los Angeles, USA
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