Dr. Han-Chiang Ho, Assistant Professor of Marketing at the College of Business and Public Management (CBPM) at Wenzhou-Kean University, recently attended the 2018 AMA Summer Academic Conference in Boston, United States last August 10 to 12. The conference, organized by the American Marketing Association (AMA), the leading professional association for marketing professionals. The purpose of the conference is to encourage researchers to share work that takes a step back from more specialized domains to identify and examine bigger themes or ideas, or to employ innovative or cutting-edge methods.
The conference is also expected to foster networking, collaboration, and joint effort among the academic scholars and practitioners to advance the theory and practice as well as to identify major trends in marketing.
Dr. Ho and Prof. Brian Quarles, and Dr. Somkiat Mansumitrchai, professors from CBPM, co-presented their research work titled “Factors Influencing Men to Purchase Male Cosmetics: An Empirical Study” at the conference. Their research paper broadens the analysis of previous studies regarding men’s purchasing intentions of male cosmetics by analyzing two additional constructs, hedonic value, and utilitarian value, in order to better explain how these constructs, affect men’s decision to buy male cosmetics. The conference papers were peer-reviewed and selected for oral presentations by the organization on the basis of their significance.
During the conference, Dr. Ho also served as the session chair for the topic “The Narrative-Driven Consumer.” With this conference, Dr. Ho was able to capitalize on AMA’s global network of thought leaders, researchers, and scholars. The benefits of attending such a prestigious conference are to acquire new knowledge, enhance existing skills in teachings and research that he can impart to his students at CBPM.
