Congratulations to Miss Cherry Lau, a Hong Kong PhD Fellowship Scheme (HKPFS) recipient and SFT PhD student under the supervision of Prof. Christina Wong, for receiving the Best Theoretical Contribution Award at the Academy of Marketing Conference 2025 Doctoral Colloquium, held at University College Cork in Ireland. Her research adopts the novel perspective of integrating the institutional theory into marketing communications. Using a series of seven different studies, she investigates how different institutional framing perspectives (i.e., regulative, normative, and cognitive) influence brand sincerity and perceived manipulative intent, and subsequently enhance purchasing and sustainable behaviours. She also explores the underlying mechanisms of heuristic-systematic processing and the boundary conditions of value-computation (i.e., self-relevance and social relevance) that drive the institutional framing effect in desirable consumer behaviours. Her research advances the signalling and persuasion literature and provides practical recommendations for managers and marketers on leveraging institutional framing as a new persuasion strategy to encourage consumer purchasing and sustainable behaviours.
Her research presentation at the Academy of Marketing Conference 2025 Doctoral Colloquium was highly received by both her research mentors and fellow scholars due to her rigorous and robust experimental design and the impactful contributions to both theory and practice on how institutional message framing influences perceived brand sincerity and subsequently enhances the key marketing outcomes. She will also be presenting her research findings at the Academy of Marketing Main Conference 2025 in July.
Congratulations to Cherry again for her research achievements!
