Marketing Dynamism & Sustainability: Things Change, Things Stay The Same..

Marketing Dynamism & Sustainability: Things Change,
Things Stay the Same...

Developments in Marketing Science: Proceedings
of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409

Leroy Robinson, Jr. Editor
Marketing Dynamism
& Sustainability: Things Change,
Things Stay the Same...
Proceedings of the 2012 Academy of Marketing
Science (AMS) Annual Conference
New Orleans, LA, USA
May 15-20, 2012

Editor
Leroy Robinson, Jr.
University of Houston-Clear Lake
Houston, TX, USA
Reprint from Original edition

Marketing Dynamism & Sustainability: Things Change, Things Stay the Same... edited by Leroy Robinson, Jr.
Copyright © Academy of Marketing Science 2012
ISBN 978-3-319-10911-4 ISBN 978-3-319-10912-1 (eBook)

DOI 10.1007/978-3-319-10912-1
Springer Cham Heidelberg New York Dordrecht London
Library of Congress Control Number: 2014953946
© Academy of Marketing Science 2015, corrected publication 2021

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ACADEMY OF MARKETING SCIENCE
Officers 2012
President Vice President for Membership -North America

Greg W. Marshall Goran Svensson
Rollins College Oslo School ofManagement
Executive Vice President/Director Vice President for Membership - International

Harold W. Berkman Adilson Borges
University ofMiami Reims Management School
President-Elect Vice President for Development

Victoria Crittenden Daniel Flint
Boston College University of Tennessee
Immediate Past President Secretary/Treasurer

John B. Ford Anne L. Balazs
Old Dominion University Eastern Michigan University
Vice President for Programs Director of International Programs

Linda Ferrell Jay D. Linquist
University of New Mexico Western Michigan University
Vice President for Publications

O.C. Ferrell
University of New Mexico
Board Of Governors
Chairs: Barry Babin., Louisiana Tech University
Joseph F. Hair, Jr., Kennesaw State University
S. Tamer Cavusgil Naresh K. Malhotra

Georgia State University Georgia Institute of Technology
Nanyang Technological University
Jean-Charles Chebat
HEC-Montreal Peter McGoldrick
Manchester Business School
Gerard Cliquet
Universite de Rennes Robert A. Peterson
University of Texas
Mike Ewing
Monash University Leyland Pitt
Simon Fraser University
Michel Laroche
Concordia University Jagdish N. Sheth
Emory University
James R. Lumpkin
Louisiana Tech University
2012 AMS Marketing Dynamism & Sustainability: Things Change, Things Stay the Same ...
New Orleans, LA, United States v
Program and Track Chairs
Barry J. Babin Adilson Borges Eli Jones

Program Co-Chair Program Co-Chair Program Co-Chair
Louisiana Tech University Reims Management School Louisiana State University
Retail Services and Marketing Internet Marketing Eliane P. Z. Brito

Lauren Beitelspacher Nicholas Paparoidamis Fundacao Getli.lio Vargas
Portland State University IESEG Lille, France
Juan-Carlos S. Varela
Emotion in Marketing Ruben Chumpitaz University qf Turabo
Kate Pounders IESEG Lille, France
California State University- San Marketing Research
Bernardino Ethnic Marketing David J. Ortinau
Sweta Thota University of South Florida
Marketing Education University of San Francisco
Jill Attaway Value Co-creation
Illinois State University Doctoral Colloquium Bidisha Burman
John Ford Appalachain State University
Marketing Communication and Old Dominion University
Promotion Dipayan Biswas
Julie Guidry Moulard Children and Adolescent University of South Florida
Louisiana Tech University Consumers
Aysen Bakir Marketing Strategy
Sales and Sales Management Illinois State University Raj Iyer
JayMulki Bradley University
Northeastern University, Boston Consumer Behavior
Laura Flurry Supply Chain Management
Product and Brand Management Louisiana Tech University Doug Lambert
Stephanie Slater Ohio State University
Cardiff Business School Fashion Merchandising,
Marketing, and Retailing Matias G. Enz
Pricing Joy Kozar Cranfield University
Richard Hanna Kansas State University
Northeastern University Management and HR
Entrepreneurship and Small Yasemin Ocal Atinc
Marketing Ethics Business Management Auburn University Montgomery
Mahmoud Darrat Fredric Kropp
Auburn University Montgomery Monterey Institute of International Guclu Atinc
Studies Drake University
International Marketing
Tomas Hult Relationship Marketing:
Michigan State University Emotions, Experiences, and
Friendships
Erkan Ozkaya Judith Anne Garretson Folse
California State Polytechnic Louisiana State University
University
Latin America Marketing Issues
Technology and the Marketing Goran Svensson
Discipline Oslo School ofManagement
Christina Chung
Ramapo College ofNewJersey
New Orleans, LA, United States vi
Preface
The Academy of Marketing Science was founded in 1971, held its first Annual Conference in 1977, and has grown and
prospered ever since. The relevancy of the Academy's mission and activities to our chosen target market of the marketing
professorate has been a key factor in attracting the discipline's best and brightest from all over the world.
The revised Articles of Association of the Academy, approved the Board of Governors in the spring of 1984, and by the
general membership if the fall of that year, define the mission of the Academy as follows:
1. Provide leadership in exploring the normative boundaries of marketing, while simultaneously seeking new ways of
bringing theory and practice into practicable conjunction.
2. Further the science of marketing throughout the world by promoting the conduct of research and the dissemination of
research results.
3. Provide a forum for the study and improvement of marketing as an economic, ethical, social and political force and
process.
4. Furnish, as appropriate and available, material and other resources for the solution of marketing problems, which
confront particular firms and industries, on the one hand, and society at large on the other.
5. Provide publishing media and facilities for Fellows of the Academy and reviewer assistance on the Fellows' scholarly
activities.
6. Sponsor one or more annual conferences to enable the Fellows of the Academy to present research results; to learn by
listening to other presentations and through interaction with other Fellows and guests; to avail themselves of the
placements process; to conduct discussion with book editors; and to exchange other relevant information.
7. Assist Fellows in the better utilization of their professional marketing talents through redirection, reassignment and
relocation.
8. Provide educator Fellows with insights and suck resources as may be available to aid them in the development of
improved teaching methods, materials, devices and directions.
9. Seek means for establishing student scholarships and professional university chairs in the field of marketing.
10. Offer Fellow ofthe Academy status to business and institutional executives and organizations.
11. Modify the Academy's purpose and direction as the influence of time and appropriate constructive forces may dictate.
New Orleans, LA, United States vii
Acknowledgements
The Academy of Marketing Science would like to recognize those individuals and organizations who contributed their time,
effort, and ideas toward the success of the Academy of Marketing Science Annual Conference in New Orleans, LA, United
States. Genuine appreciation goes to the organizing committee, which performed well in administering a vast array of
challenges and logistics required for an event of this scale.
Incredible commitment is required for the successful management and coordination of an event of this measure. Special
acknowledgement goes to the conference co-chairs, Barry J. Babin, Adilson Borges, and Eli Jones. In addition, the track
chairs were essential in the encouragement of the submission of abstracts, attentively managing the review process, and
organizing the session details.
Heartfelt recognition goes to Florence Cazenave of the AMS Central Office at Louisiana Tech. Florence's diligence in
dealing with countless administrative tasks related to this event was critical in staging such a successful conference.
Lastly, the Academy of Marketing Science extends sincere appreciation to all those who submitted their research and ideas,
the reviewers, the session chairs, discussants, and others who volunteered to make the meeting a success. The 2012
Academy of Marketing Science Conference would hot have been possible without the support of these many individuals.
Leroy Robinson, Jr., Editor

2012 AMS Developments in Marketing Science
New Orleans, LA, United States viii
Distinguished Fellows
Roy Adler O.C. Ferrell Robert Luke
Gerald Albaum Ken Grant James Lumpkin
Lyn Amine Kent Granzin Greg Marshall
Jill Attaway Paul Green John Mentzer
Julie Baker Dhruv Grewal Naresh Malhotra
Barry Babin Joe Hair Barry Mason
Peter Banting Doug Hawes A. Parasuraman
Sharon Beatty Roger L. Jenkins Robert Peterson
Leonard Berry Roger Kerin Coskun Samli
Harold W. Berkman Kathleen Krentler Bodo Schlegelmilch
Vicki Crittenden Vishnu Kirpalani Stanley Shapiro
Michael Czinkota Robert King Jagdish Sheth
Jean Charles Chebat David Kurtz Joe Sirgy
William Darden Charles Lamb Rosann Spiro
Adel El-Ansary Michel Laroche Rajan Varadarajan
John Ford Jay Lindquist
New Orleans, LA, United States ix
Reviewers
David Ackerman Laurie Babin Colin Campbell

California State University, University ofLouisiana Monroe Monash University
Northridge
Vishag Badrinarayanan Zixia Cao
Frank Adams Texas State University-San Texas A&M University
University ofAlabama Marcos
Brad Carlson
Raj Agnihotri Stacey Baker Saint Louis University
William Paterson University of University of Wyoming
New Jersey Jay Carlson
Thomas Baker Union University
M.Billur Akdeniz Clemson University
University of New Hampshire Francois Carrillat
Brian Baldus HEC Montreal
Gerald Albaum Michigan State University
University of New Mexico Larry Carter
Connie Rae Bateman Utah Valley University
Pia Albinsson University of North Dakota
Appalachian State University Carmina Cavasos-Olsen
Neil Bendle University of St. Thomas
Deborah Jae Alexander University of Western Ontario
University of Phoenix Louisville Daniel Chaffin
Michael Bemon Michigan State University
DougAmyx Cranfield University
Louisiana Tech University En-Chi Chang
Abhijit Biswas Peifect Translation & Compunet
Esen Andie Wayne State University Co., LTD
The Ohio State University
Achilleas Boukis Woojung Chang
Craig Andrews AUEB University ofAlabama
Marquette University
Philip Boutin Simos Chari
Mick Andzulis University of Tennessee LUBS
University ofAlabama
Lauren Brewer Youngtae Choi
Michael Antioco Louisiana Tech University University ofNorth Florida
EM Lyon Business School
Bidisha Burman Christina Chlillg
Chris Archer-Brown Appalachian State University Ramapo College ofNewJersey
Bath University
AlBums John Cicala
Aaron Arndt Louisiana State University Texas A&M University-
Old Dominion University Kingsville
Raphaelle Butori
Maria Avello ESSEC Business School Mark Cleveland
Universidad Complutense de The University of Western Ontario
Madrid K yungah Byun
Texas Tech University Angeline Close
Barry Babin University of Texas
Louisiana Tech University Barbara Caemmerer
ESSCA
New Orleans, LA, United States x
Reviewers
Joe Cobbs Turkan Dursun-Kilic Lawrence Garber

Northern Kentucky University West Texas A&M University Elon University
Kelly Cohart SujayDutta John Gardner

GVSU Wayne State University Brockport
Kesha Coker Paul Dwyer Carolyn Garrity

Eastern Illinois University Willamette University Louisiana State University
Margy Conchar Jackie Eastman Jule Gassenheimer

East Carolina University Georgia Southern University Rollins College
Ronald Coulter Ccren Ekebas Diana Gavilan

Missouri State University Old Dominion University Complutense University Of
Madrid
Kristof Coussement Alex Ellinger
IESEG School ofManagement University ofAlabama Stephanie Gillison
University ofAlabama
Keely L. Croxton William J. Feuss
The Ohio State University Ramapo College ofNewJersey Tom Gilpatrick
Portland State University
Sujan Dan ZachFinney
University of Tennessee University of South Alabama Mark Gleim
University of Toledo
Neel Das Sarah Fischbach
Appalachian State University New Mexico State University Dan Goebel
Illinois State University
Patricia Daugherty Ken Fitzhugh
University of Oklahoma University ofEast Anglia Thomas Goldsby
The Ohio State University
Fiona Davies Gary Frankwick
Cardiff University University of Texas at El Paso StacyGrau
Texas Christian University
Dawn Deeter Jennifer Fries
Kansas State University University ofAlabama at Aditi Grover
Birmingham Plymouth State University
Khantimirov Denis
Old Dominion University NobuFukawa Pranjal Gupta
Missouri University of Science University of Tampa
Michael Dorsch and Technology
Clemson University Dena Hale
Kyoko Fukukawa Nova Southeastern University
Thomas Dotzel Bradford University School of
McGill University Management John Hansen
University ofAlabama at
Jenna Drenten Colin Gabler Birmingham
University of Georgia University ofAlabama
Sujan Harish
Leslie Drinkwine Yuhui Gao Tulane University
Dublin City University Business
School
New Orleans, LA, United States xi
Reviewers
Eric Harris Wei Hua Katie Kelting

Pittsburg State University Old Dominion University University ofArkansas
Phillip Hartley Eva Hyatt Ankit Kesharwani

Louisiana State University Appalachian State University Fogelman College ofBusiness
and Economics
Nathaniel Hartmann Charles Ingene
Purdue University University ofMississippi Ceyhan Kilic
Marketing Consultant
Sarah Heidebrecht Kevin James
Louisiana Tech University YunaKim
Daniel Heinrich Indiana University
University ofMannheim Fernando Jaramillo
University of Texas at Arlington A. Michael Knemeyer
Amanda Helm The Ohio State University
Xavier University ofLouisiana Joel Jarvinen
Jyviiskylii University School of Nadezda Kolesnik
Conor Henderson Business and Economics National Research University -
University of Washington Higher School ofEconomics
Minna-Maarit Jaskari
Tatiana Henriques University of Vaasa Christine Kowalczyk
Groupe ESC Troyes East Carolina University
Frosen Johanna
Jacob Hiler Aalto University School of Kathleen Krentler
Louisiana State University Economics San Diego State University
Donna Hill MarkJohlke Mike Kroff

Bradley University Bradley University Montana State University
Kim Hiller Connell Maria Kalamas Nir Kshetri

Kansas State University Kennesaw State University University of North Carolina,
Greensboro
Charles Hofacker Jikyeong Kang
Florida State University Manchester Business School Anand Kumar
University of South Florida
Sandrine Hollet-Haudebert Maurits Kaptein
IAE Gustave Eiffel - University Eindhoven University of Jean Kuo
Paris Est Technology University of South Florida
Earl Honeycutt Ali Kara Lauren Labrecque

Elon University Penn State University Northern Illinois University
Yim Hong Kit Katherine Hartman Dan Ladik

Hong Kong Baptist University University of North Carolina Seton Hall University
Wilmington
Tarique Hossain Val Larsen
California State Polytechnic Kathleen Keeling James Madison University
University, Pomona Manchester Business School
Felicia Lassk
Jing Hu JeremyKees Northeastern University
Cal Poly Pomona Villanova University
New Orleans, LA, United States xii
Reviewers
Laure Lavorata Vincent Magnini Richard Michon

University Paris Est Creteil Virginia Tech Ryerson University
Stephanie Lawson Devdeep Maity Junhong Min

Suffolk University Oklahoma State University Michigan Technological
University
Jaeil Lee Igor Makienko
Seattle Pacific University University of Nevada, Reno Ann Mirabito
Baylor University
Joseph Lema Lynnea Mallalieu
The Richard Stockton College University ofNorth Carolina Matthew Mitchell
Wilmington Drake University
Rudi Leuschner
Rutgers Stephanie Mangus Jill Mosteller
Lousiana State University Portland State University
YamLimbu
Montclair State University Javier Marcos Cuevas Sandra Mottner
Cranfield University Western Washington University
Linda Liu
Lousiana State University William Martin Julie Moulard
University ofNorth Dakota Louisiana Tech University
Xin Liu
California State Polytechnic CorinaMarx Linda Mullen
University, Pomona R WTH Aachen University Georgia Southern University
Yan Liu Jaakkola Matti Mike Mullen

Louisiana Tech University Aalto University School of University of Toledo
Economics
David Locander Jim Muncy
Louisiana Tech Jane Mckay-Nesbitt Few Keys
Bryant University
Susana Lores Jun Myers
Universidad Complutense de Kristy McManus Cal Poly Pomona
Madrid University of Wisconsin- La
Crosse Iman Naderi
Renuad Lunardo University of North Texas
Groupe Esc Troyes Robert McMurrian
University of Tampa Scott Nadler
Don Lund University of Central Arkansas
University ofAlabama at Jeanette Mena
Birmingham University of South Florida Porn Nakhata
Yoon Jin Ma Altaf Merchant
Illinois State University University of Washington, Khai Nguyen
Tacoma Louisiana Tech University
Emma Macdonald
Cranfield University Tracy Meyer Paparoidamis Nicholas
University of North Carolina IESEG School ofManagement
Anne Magi Wilmington
University of South Florida Marzena Nieroda
The University ofManchester
New Orleans, LA, United States xiii
Reviewers
Melissa Nieves Elisabeth Platzer Yoo-Kyoung Seock

Florida State University evolaris next level gmbh The University of Georgia
Patricia Norberg Terry Pohlen Purvi Shah

Quinnipiac University University of North Texas Texas Tech University
William Northington Sonja Poole Melanie Shapiro

University ofAlabama University of San Francisco Henley Business School,
University ofReading, UK
Edward Nowlin Khanyapuss Punjaisri
Southern Illinois University University ofHull Dongwoo Shin
Sungkyunkwan University
Obi Obilo Radostina Purvanova
Louisiana Tech University Drake University Hyunju Shin
The University of Alabama
Mathew O'Brien Mustika Sufiati Purwanegara
Bradley University Institut Teknologi Bandung Ream Shoreibah
Talaibek Dolotovich Osmonbekov Randle Raggio
Northern Arizona University University ofRichmond David Shows
KayPalan Praneet Randhawa
Western Michigan University Michigan State University Jennifer Siemens
Clemson University
Nikolaos Panagopoulos Dan Rice
Athens University ofEconomics & Louisiana State University Rodger Singley
Business Illinois State University
Spencer Ross
Janna Parker University ofMassachusetts Siva Sivakumar
Louisiana Tech University Amherst Lehigh University
Ian Parkman Catherine Roster Lauren Skinner Beitelspacher

Loyola University Maryland University ofNew Mexico Portland State University
Audhesh Paswan Widyarso Roswinanto George Spais

University ofNorth Texas University ofNorth Texas Hellenic Open University
Ekin Pehlivan Julie Ruth Deborah Spake

Bentley University Rutgers University University of South Alabama
Iryna Pentina Brian Rutherford Chitra Srivastava

University o.fToledo Kennesaw State University Cal Poly Pomona
Jeff Periatt Soroosh Saghiri Joydeep Srivastava

Auburn University Montgomery Cranfield University University ofMaryland
Cara Peters Dora Schmit Claire Stammerjohan

Winthrop University Louisiana State University University ofLouisiana at Monroe
Kirk Plangger Nancy Panos Schmitt

Simon Fraser University Westminster College
New Orleans, LA, United States xiv
Reviewers
Ted Stank Gina Tran Andy Wood

University of Tennessee, Knoxville University of North Texas West Virginia University
John Stanton TrangTran Elle Wu

University of Western Sydney University ofNorth Texas Louisiana State University
Rick Starr Tracy Tuten YingluWu

The University ofAuckland. East Carolina University Louisiana State University
Thomas Stenger Diana Twede Walter Wymer

Poitiers University Michigan State University University of Lethbridge
Barbara Stoettinger Caroline Tynan Attila Y aprak

WUVienna University of Nottingham Wayne State University
John Summey Danny Upshaw Atefeh Yazdanparast

Louisiana Tech University University of North Texas
Jie Sun
Louisiana State University Eric Van Steenburg Changseob Yeo
University of North Texas Michigan State University
Tracy Suter
Oklahoma State University Brian Vander Schee Eyad Youssef
Aurora University University ofMinnesota
Scott Swain
Northeastern University Ann Veeck Ui-Jeen Yu
Western Michigan University Illinois State University
Krist Swimberghe
University of Texas at Tyler Ricardo Villareal Guangzhi Zhao
University of San Francisco University ofKansas
Courtney Sz5cs
University of South Florida Alison Wall Steffen Zorn
Louisiana Tech University Curtin University Australia
Ilona Szocs
WUVienna Anna Walz
Grand Valley State University
Mehmet Berk Talay
UMass Lowell Walter Wang
Pennsylvania State University
Leona Tam
Old Dominion University Danny Weathers
Clemson University
Retno Tanding Suryandari
University ofNorth Texas Vicky Wells
Durham University
Tarlok Teji
Manchester Business School Hugh Willmott
CardiffBusiness School
Evelyn Thomchick
The Pennsylvania State University Marco Wolf
University ofSouthern Mississippi
New Orleans, LA, United States xv
Session Chairs
Chris Archer-Brown Christina Chung John Ford

University ofBath Ramapo College ofNewJersey Old Dominion University
Yasemin Ocal Atinc Margy P. Conchar John Ford

Auburn University Montgomery East Carolina University Old Dominion University
Guclu Atinc Kelly Cowart John Ford

Drake University Grand Valley State University Old Dominion University
Jill Attaway Vicky Crittendent Carolyn Garrity

Illinois State University Peterson Louisiana State University
Laurie Babin Catherine M. Curran-Kelly Mitch Griffin

University of Louisiana -Monroe UMass Dartmouth Bradley University
Aysen Bakir Mahmoud Darrat Joseph F. Hair

Illinois State University Auburn University Montgomery Kennesaw State University
Dipayan Biswas Mahmoud Darrat Phillip Hartley

University of South Florida Auburn University Montgomery Louisiana State University
Adilson Borges Mahmoud Darrat Amanda Helm

Reims Management School Auburn University Montgomery Xavier University ofLouisiana
Brett Boyle Patricia Daugherty Sandrine Hollet-Haudebert

St. Louis University Michigan State University University of Paris - East
Alessandro Braglia Patricia Daugherty G. Tomas Hult

Leeds University Business School Michigan State University Michigan State University
Bidisha Burman Adel I. El-Ansary Raj Iyer

Appalachain State University University of North Florida Bradley University
Kyung-Ah (Kay) Byun Alexander E. Ellinger Kevin James

Texas Tech University ofAlabama Indiana State University
Brad Carlson Alexander E. Ellinger Kevin James

Saint Louis University University ofAlabama Louisiana Tech University
Carmina Cavazos-Olson Matias G. Enz Joel Jarvinen

University of St. Thomas - Cranfield University Jyviiskylii University School of
Minnesota Business and Economics
O.C. Ferrell
En-Chi Chang University of New Mexico Eli Jones
Peifect Translation & Compunet Louisiana State University
Co. O.C. Ferrell
University ofNew Mexico Ji HyeKang
Nathalie Chinje Kansas State University
University of the Witwatersrand, Raymond Fisk
Johnnesburg Texas State University Ali Kara
Penn State University
New Orleans, LA, United States xvi
Session Chairs
JoyM. Kozar Janna M. Parker Harish Sujan

Kansas State University Louisiana Tech University Tulane University
Frederic Kropp Janna Parker Goran Svensson

Monterey Institute ofInternational Louisiana Tech University Oslo School ofManagement
Studies
Janna M. Parker Courtney Szocs
Lauren Labrecque Louisiana Tech University University of South Florida
Northern Illinois University
Lou E. Pelton Tracy Tuten
Jay Lindquist University ofNorth Texas East Carolina University
Western Michigan University
Kate Pounders Danny Upshaw
Stephen Liozu University ofNevada, Las Vegas Louisiana Tech University
Case Western Reserve
AdamRapp Ricardo Villareal
David Locander University ofAlabama University ofSan Francisco
Louisana Tech University
Kristy Reynolds Danny Weathers
Kristy McManus University ofAlabama Clemson University
University of Wisconsin- La Crosse
Bruce Robertson Danny Weathers
Jeanette Mena San Francisco State University Clemson University
University of South Florida -
Tampa Robert Robicheaux Michael R. Williams
University ofAlabama at Oklahoma City University
Julie Guidry Moulard Birmingham
Louisiana Tech University Yinglu Wu
Samiee Saeed Louisiana State University
Patricia Norberg University of Tulsa
Quinnipiac University Steffen Zorn
Dora E. Schmit Curtin University
Obi Obilo Louisiana State University
Jeremy Sierra
Yasemin Ocal Texas State University - San
Louisiana Tech University Marcos
David J. Ortinau K. Sivakumar

University of South Florida Lehigh University
Irkan Ozkaya Stephanie Slater

Cal State Polytech Cardiff University
Jung Kun Park Juan C. Sosa-Varela

University of Houston Universidad del Turabo
Jungkun Park Swaminathan Srinivasan

University ofHouston Drexel University
New Orleans, LA, United States xvii
AMS 2012
TABLE OF CONTENTS
INTERNATIONAL CONSUMER BEHAVIOR
A Consumer Culture Theory Approach to Analyzing Beauty Culture in Iran...................................................... 1

Yazdanparast, Atefeh, University ofNorth Texas
Tracing the Impact of Consumer Animosity in In-groups towards Out-group Focused Endorsements in
Multicultural Environments ....................................................................................................................................... 2
Khan, Mubbsher Munawar, University of the Punjab
Schlegelmilch, Bodo. B., Vienna University of Economics and Business
Global Privacy: An International Perspective Examining Perceptions oflnformation Sensitivity and

Consumers' Willingness to Provide Personal Information ...................................................................................... 3
Markos, Ereni, Quinnipiac University
Milne, George, University of Massachusetts
Keller, Lisa, University of Massachusetts
MANAGING PERFORMANCE IN A SUSTAINABLE ENVIRONMENT
Effective Sales Management: What Do Sales People Think? .................................................................................. 4

Goebel, Daniel, Illinois State University
Deeter-Schmelz, Dawn, Kansas State University
Kennedy, Karen, University of Alabama at Birmingham
Impact of Servant Leadership on Ethical Climate, Supervisor Conflict, and Organizational Outcomes ........... 5
Jaramillo, Fernando, University of Texas at Arlington
Noboa, Fabrizio, Universidad San Francisco de Quito
Impact of Perfectionism and Self-Efficacy on Job Performance and Work Engagement: GenMes and
Boomers ........................................................................................................................................................................ 6
Haudebert, Sandrine, H., IAE Gustave Eiffel - University Paris Est
Mulki, Jay, P., Northeastern University- Boston
The Impact of Sales Performance Goals on Behaviors: Enhancing or Compromising Sustainable

Performance? .......................................................................................................................................................... 7-10
Marcos-Cuevas, Javier, Cranfield University, United Kingdom
Franco-Santos, Monica, Cranfield University, United Kingdom
The Skills and Competencies of Salespeople: A Survey .................................................................................... 11-14

Ryals, Lynette, Cranfield School of Management, United Kingdom
Abdollahi, Shahpar, Cranfield School of Management, United Kingdom
Marcos, Javier, Cranfield School of Management, United Kingdom
MUSIC, ATHLETES, SIMPLICITY AND ORGANIZATIONAL ENGAGEMENT- A

MARKETING POTPOURRI
Music Authenticity is in the Eye (and Ear) of the Beholder: Cues of Perception and
Intentions of Behavior .......................................................................................................................................... 15-18
Barretta, Paul, University of Texas- Pan American
New Orleans, LA, United States xix
Examining the Visual Map of Athlete Endorsement Effectiveness: A Case of 2010 FIFA World Cup ............. 19
Chang, Y onghwan, University of Florida
Arai, Akiko, University of Florida
Whither Simplicity? An Exploratory Study of the Antecedents of Voluntary Simplicity.............................. 20-29

Ross, Spencer, University of Massachusetts
CREATING UNIQUE MARKETING APPROACHES
Laying the Foundation for an Ecosystem of Creativity in Marketing ............................................................. 30-39

Taillard, Marie, ESCP Europe Business School
Kastanakis, Minas, ESCP Europe Business School
Don't Copy Off Your Neighbor: Examining the Role of Fit and Green Marketing Strategies .....................40-43
Gleim, Mark, The University of Toledo
Lawson, Stephanie, Suffolk University
Robinson, Stacey, East Carolina University
Intended and Realized Marketing Strategies: Adaptive Marketing Organizations in

Enacted Environments ......................................................................................................................................... 44-50
Chari, Simos, LUBS
Balabanis, George, CASS Business School, CITY University
MOOD, RELIGION AND MARKET ORIENTATION
The Role of Religion on Anti-Consumption Tendencies: Religiousity as a Different Form of

Consumer Resistance ,.......................................................................................................................................... 51-53
Ulusoy, Emre, University of Texas-Pan American
EXPLORING THE ON-LINE CONSUMER
Consumers' Different Website Use Patterns and Value Perceptions in the Context of
Local Newspapers ................................................................................................................................................ ,54-57
Tarkiainen, Anssi, LUT School of Business, Finland
Arminen, Heli, LUT School of Business, Finland
Kuivalainen, Olli, LUT School of Business, Finland
Influence of Brand-Related Antecedents and Extraversion on Consumers' Online Brand Referrals .......... 58-61
Becerra, Enrique, Texas State University-San Marcos
Badrinarayanan, Vishag, Texas State University-San Marcos
The CAPTCHA Conflict - a Consumer's Choice Between Security and Convenience .................................. 62-65
Zorn, Steffen, Curtin University, Australia
Hayati, Pedram, BAE System Stratsec, Australia
THE ONLINE LEARNING ENVIRONMENT: DELIVERING QUALITY?
The Online Learning Environment: Delivering Quality? ................................................................................. 66-69

Conchar, Margy P., East Carolina University
Meric, Havva J., East Carolina University
Wright, Beverly, Clayton State University
New Orleans, LA, United States xx
MANAGEMENT AND MARKETING COLLABORATION I
Conditions of Departmental Power: A Strategic Contingency Exploration of Marketing's Customer

Connecting Role ......................................................................................................................................................... 70
Marx, Corina, RWTH Aachen University
Brettel, Malte, RWTH Aachen University
Environmental Person-Organization Fit and the Importance of Promoting Organizational Environmental

Policy Internally .................................................................................................................................................... 71-74
Hartley, Phillip, Louisiana State University
Trout, Rachel, Louisiana State University
Understanding Employee Environmental Behaviour In Professional Service Firms: A Structured Abstract75-81

Thirlaway, Kate, University of Bath
Piercy, Niall, University of Bath
MIXING OLD AND NEW MEDIA: INSIGHTS INTO MEDIA SELECTION
Efficiency of the Process and Maximization of Results from Communication Efforts: Proposition and
Test of a Model to Evaluate the Mix of Conventional Media and Interactive Media •....•...••.•...••••••............... 82-85
Helena Puga Ribeiro, Aurea, Fundayao Dom Cabral
Reis Monteiro, Plinio, Fumec
Robbe, Raquel, Fundayao Dom Cabral
Silveira, Timotheo, Funda9ao Dom Cabral
Vila9a, Daniela, Funda9ao Dom Cabral
Learning Styles and Advertising Media: Relationships and Collaborating Effects on Brand Responses .... 86-89
Roswinanto, Widyarso, University of North Texas
Media Guiding Consumers Across Different Stages of the Purchase Process ..................................................... 90
Voorveld, Hilde, Amsterdam School of Communication Research ASCoR, University of Amsterdam
Neijens, Peter, Amsterdam School of Communication Research ASCoR, University of Amsterdam
Smit, Edith, Amsterdam School of Communication Research ASCoR, University of Amsterdam
Bronner, Fred, Amsterdam School of Communication Research AS CoR, University of Amsterdam
ONLINE BEHAVIOR AND VALUE CREATION
Development of a Scale to Measure the Perceived interactivity ofWebsites........................................................ 91

Liu, Xia Linda, Louisiana State University
Online Shopping as a Collectivist Movement: The Roles of Transformed Identities and Skill Contests ..... 92-95
Das, Prakash, University of Calgary
Trusted Advisor: A Key Variable on the Path to Co-Creating Value with Clients ............................................. 96
Mangus, Stephanie M., Louisiana State University
ETHNIC MERKETING: UNDERSTANDING: UNDERSTANDING VALVES,

ATTITUDES AND RESEARCH ISSUES IN DIVERSE POPULATIONS
Value Priorities and Consumer Behavior of Turkish Immigrants in Germany ..•...........•..•......................... 97-108
Abedin, Annas, Aachen University
New Orleans, LA, United States xxi
A Latent Variable Modeling Approach To Understanding Attitudinal and Behavioral Ethnic
Identity in Hispanic Consumer Behavior: A Structured Abstract...........................................•................... 109-112
Villareal, Ricardo, University of San Francisco
Shelley Blozis, UC Davis
The effect of a Muslim Endorsement on Non-Muslim's Attitudes and Purchase Intentions ............................ 113
Maher, Amro, Qatar University
POTPURRI DES SERVICES
The Influence ofE-Service Quality on Customer Value Perception and Satisfaction: The Case of
Third Party Web Sites .....................................................................................•..•..•.......................................... 114-117
Zhuang, Weiling, Eastern Kentucky University
Babin, Barry J., Louisiana Tech University
Teleological Approaches from Complexity Sciences in Services ......................................................................... 118

Svensson, Goran, Oslo School of Management
Fabeiro, Carmen Padin, Universidad de Vigo
Extending the ACSI to Goodwill: Assessing Donor Satisfaction and Engagement .........•....................•..... 119-122
Michon, Richard, Ryerson University
MARKETING BUZZ AND ADVERTISING COPY: BLOGS, EWOM, AND SHORT MESSAGE
SERVICE COPY
Understanding Bloggers: Opinion Leadership and Motivations to Use Blog among Bloggers and
Blog Readers ...........................•.........•.•.••••••.........•••....•.......•.•...•.............•.•.•.........................•..•......•.•...................... 123
Segev, Sigal, Florida International University
Fiske, Rosanna, Florida International University
Villar, Maria Elena, Florida International University
The Evolution and Impact of Online Word-of-Mouth (eWOM) Research: A Structured Review and
Integrated Model .............................................................................................................................................. l24-127
Racherla, Pradeep, West Texas A&M University
King, Robert, University of Mississippi
Efficacy of Ads with Short Message Service (SMS) Copy .................................................................................... 128
Sierra, Jeremy, Texas State University- San Marcos
Taute, Harry, Utah Valley University
Hyman, Michael, New Mexico State University
STRATEGIC MARKETING MANAGEMENT
Marketing planning and sales autonomy as a combination remedy for marketing myopathy ......................... 129
Yamashita, Y uko, Hitotsubashi University
Uehara, W ataru, Hitotsubashi University
Sasaki, Masato, Musashino University
Fukuchi, Hiroyuki, Toyogakuen University
Fukutomi, Gen, Kyoto Sangyo University
The Use of Management Control to Guide Marketing Department Power in Establishing Market
Orientation: A Resource Dependence Perspective •.•.•.•.•.....•.•.....••••••••......••.•.•....•.•.•.........••................................. 130
Brettel, Malte, RWTH Aachen University
New Orleans, LA, United States xxii
Complementarity of Innovation Capability and Customer-linking Capability:
A Configurational Approach ........................................................................................................................... 131-134
Jaakkola, Matti, Aalto University School of Economics
Luoma, Jukk:a, Aalto University School of Economics
Frosen, Johanna, Aalto University School of Economics
Aspara, Jaakk:o, Aalto University School of Economics
Tikk:anen,Henrikk:i, Aalto University School of Economics
Leadership Style & Strategic Management: An Analysis of Hierarchical Influence ........................................ 135
Slater, Stephanie, CardiffBusiness School, CardiffUniversity
USING PRIVATE LABELS AND STORE ATMOSPHERICS AS HEURISTICS
The Market Power of Private Labels-Retailer Brand and Industry Effect ........•............................................... 136
Verga Matos, Pedro, Technical University of Lisbon, ISEG
Coelho Do Vale, Rita, Catholic University of Portugal
Is it Worth Copying the Leader? The Impact of Copycat Packaging Strategies on Priavte
Label's Adoption ...................................................................................................................................................... 137
Coelho Do Vale, Rita, Catholic University of Portugal
Verga Matos, Pedro, Technical University of Lisbon, ISEG
Why is it Important for Private Labels to Innovate? The Effects of Trust and W-0-M ................................. 138
Abril, Carmen, Complutense University
Martinez, Joaquin, Complutense University
Gavilan, Diana, Complutense University
Manzano, Roberto, Complutense University
Avello, Maria, Complutense University
Retail Assorment Size and Customer Choice Overload: The Influence of Shopping Enjoyment and
Time Pressure .......................................................................................................................................................... 139
Kyoungmi, Kim, University of Alabama
Allaway, Arthur, University of Alabama
Ellinger, Alexander, University of Alabama
The Effect of Touch on Perceived Product Freshness .......................................................................................... 140

Maity, Devdeep, Oklahoma State University
SOCIAL MEDIA AND CONSUMER ATTITUDES
The Impact of Social Advertising Campaigns in Shaping Egyptian Youths Behavioral Intentions ......... 141-152
El-Gharbawy, Alaa, Alexandria University
Social Media Marketing on Face book: Investigating Determinants and Consequences of Users' Attitude
toward the Face book Page ...................................................................................................................................... 153
Bauer, Hans H., University ofMannheim
Toma, Boris, University ofMannheim
Fischer, Dirk, University of the Federal Armed Forces Munich
New Orleans, LA, United States xxiii
The Strategic Influence of Firm-Created WOM: Evidence from the Movie Industry ...................................... 154
Shin, Hyunju, The University of Alabama
Chang, Woojung, The University of Alabama
CONCEPTUALIZATION OF VALUE CO-CREATION
Ok, We Have the Resources, But What Next? A Conceptual Model of the Effects of Project Team Activities
on Customer Perceived Value ..•....•...................................•........................................•............................•........ 155-164
Prior, Daniel, University ofNew South Wales
A Framework to Measure the Co-Created Concept of Customer Value ............................................................ 165

Iyanna, Shilpa, Abu Dhabi University
Expanding the Scope of Value Co-Creation .......................•............................................................................•..... 166

Kull, Alexander J., Univeristy of South Florida
THE STUDY OF MARKETING INSTITUTIONS: RAMIFICATIONS OF ITS CURRENT ON

THE FUTURE DIRECTION OF THE FIELD OF MARKETING
The Study of Marketing Institutions: Ramifications of Its Current Status on the Future Direction
of the Field of Marketing ................................................................................................................................. 167-168
El-Ansary, Adel 1., University of North Florida
Brown, James R., West Virginia University
Dant, Rajiv P., University of Oklahoma
Robicheaux, Robert A., University of Alabama at Birmingham
Rosenbloom, Bert, Drexel University
MANAGING THE CUSTOMER SERVICE EXPERIENCE
Disservice: A Framework for Sources and Solutions .•...•...•...•.•.•.•.•.•.•.•.•...................................................... 169-172

Grove, Stephen, Clemson University
Fisk, Raymond, Texas State University
Harris, Lloyd, Warwick University
Ogbanna, Emmanuel, CardiffUniversity
John, Joby Carlson, Les Goolsby, Jerry, University ofLousiana at Lafayette University of Nebraska-Lincoln
Loyola University New Orleans
Service Quality, Customer Satisfaction, Value and Loyalty: Investigating Problematic Encounters •............ 173
Paparoidamis, Nicholas, Catholic University ofLille, IESEG
Chumpitaz, Ruben, Catholic University ofLille, IESEG
Ford, John, Old Dominion University
Service Branding: The Sign of Apparel. ................................................................................................................ 174

Chang, Wei-Lun, Tarnkang University
Chang, Hui-Chi, Tarnkang University
"I am so Embarrassed!"-How personal and empatheric embarrassment in personal product

purchasing impacts sales clerk choice ....•..••••.•••....................•..................•...•....•.................................................... 175
Ekebas, Ceren, Old Dominion University
Arndt, Aaron, Old Dominion University
New Orleans, LA, United States xxiv
VALUE CO-CREATION: CONSUMER INTERACTIONS AND TECHNOLOGY
Co-creating Value with Self-Service Technology: Helping Customers Help Themselves .......................... 176-178
Hughes, Tim, University of the West of England
Little, Ed, University of the West of England
Hilton, Toni, University of Westminster
Marandi, Ebi, University of the West of England
Customers Helping Customers: Payoffs for Linking Customers in Service Settings ........................................ 179
Black, Hulda, Illinois State University
Vincent, Leslie, University of Kentucky
Skinner, Steven, University of Kentucky
Customer Experience Decomposition: A Conceptual Framework...................................................................... 180

Sleep, Stefan, University of Georgia
Lam, Son, University of Georgia
BRANDING AND SHOPPERS
Reciprocal Effect of Store Brand Extension: Evidences from Scanner Panel Data .................................... 181-189
Zhang, Yi, The University of Manchester
Kang, Jikyeong, The University of Manchester
The Effects of Reward Type and its Likelihood in Customer Brand Co-Creation Activity on
Self-Brand Connection ............................................................................................................................................ 190
Bogoviyeva, Elmira, KlMEP
Sport Celebrity Endorsement and the British consumer..................................................................................... 191

Davies, Fiona, Cardiff University
Slater, Stephanie, CardiffUniversity
BRANDS, GOVERNMENTS AND CORPORATIONS
Restoring Brand Trust With a Corporate Apology ....................................................................................... 192-195

Knight, John, University of Otago
Mather, Damien, University of Otago
Mathieson, Brianne, University of Otago
The Trademark Dilution Revision Act of 2006: A Rationale for Changes in the Trademark Dilution
Act of 1995 ......................................................................................................................................................... 196-204
O'Connor, Thomas, University ofNew Orleans
The Effect of Prior Outcomes on Consumer Sellers' Evaluations of Planned On-line Resale .......................... 205
Lee, Crystal Tzuying, National Cheng-chi University
Liao, Shuling, Yuan Ze University, College of Management
THE 3 T'S: RELATIONSHIP IMPORTANCE FOR THEATERS, TRIBES AND TOURISTS
Brand Tribalism: An Anthropological Perspective .............................................................................................. 206

New Orleans, LA, United States xxv
How Customers Respond to Firms' Customer Relationship Norms .................................•.............................••.. 207
Voss, Zannie, Southern Methodist University/Euromed
Voss, Glenn, Southern Methodist University
Cova, Veronique, Aix Marseille Universite
Cova, Bernard, Euromed/Bocconi
A Closer Look at Destination: Image, Personality, Relationship and Loyalty ............................................208-211

Ching-Fu, Chen, National Cheng Kung University
Sambath, Phou, National Cheng Kung University
Jyh-Fu, Jeng Don, National Cheng Kung University
CONSUMERS' ETHICAL EVALUATIONS AND BEHAVIORS
The Modern Renegotiations of Confucian Ethics and Implications on Ethical

Consumption in China ..................................................................................................................................... 212-221
Yau, Amy, University of Bath
Davies, lain, University of Bath
The Influence of Product Knowledge on Consumer's Company and Product Evaluations in

Product-Harm Crisis Situations ...............................•.......................................•.........•........................................... 222
Haas-Kotzegger, Ursula, WU Vienna
Assiouras, Ioannis, ESC Toulouse Business School
Schlegelmilch, Bodo B., WU Vienna
Skourtis, George, University of Piraeus
Understanding Ethical Consumers: A New Approach Towards Modeling Ethical

Consumer Behaviors ...............•..................•.•................................................................................................... 223-225
Papaoikonomou, Eleni, Universitat Rovira i Virgili
Paparoidamis, Nicholas G., Catholic University ofLille
Chumpitaz, Ruben, Catholic University ofLille
HOW ADVANCES IN TECHNOLOGY AND SUSTAINABILITY ARE CHANGING THE

RETAIL LANDSCAPE
Assessing the Role of Service Quality of Retail Self-Checkouts on Customer Satisfaction and Loyalty:
Empirical Evidence from an Emerging Market. ................................................................................................... 226
Demirci-Orel, Fatma, Cukurova University
Kara, Ali, Penn State University, York
Marketing Sustainability: Consumer Responses to the Social Quality of Private Labels .................•............... 227
Aouina-Mejri, Chiraz, Paris Est University/ IRG
Bhatli, Dhruv, Paris Est University/ IRG
Does a Multi-Channel Return Policy Affect Online Purchase lntentions? ......................................................... 228
Nakhata, Chinintorn, University of South Florida
Magi, Anne, University of South Florida
SUSTAINABILITY IN THE APPAREL SUPPLY CHAIN
Sustainability in the Apparel and Textiles Industry: A Conceptual Paper Addressing Previous
Research Findings and Areas of Future Research .................................................•....................................... 229-237
Kozar, Joy M., Kansas State University
Hiller Connell, Kim Y., Kansas State University
New Orleans, LA, United States xxvi
Swapping Stories: An Exploratory Study of Consumer Exchange Motivations and Behavior .................238-241
Matthews, Delisia, University of North Carolina at Greensboro
Hodges, Nancy, University of North Carolina at Greensboro
Exploring the Impact of Consumers' Second-hand Clothing Motivations on Shopping Outcomes:

An Investigation of Weekend Market Patronage in Thailand ...................................................................... 242-245
Kananukul, Chawanuan, University of North Carolina at Greensboro
Watchravesringkan, Kittichai, University ofNorth Carolina at Greensboro
Understanding the R in CSR: Are Retailers or Manufacturers Most Responsible for Promoting
Healthier Eating? .................................................................................................................................................... 246
Nieroda, Marzena, The University of Manchester
McGoldrick, Peter, The University of Manchester
Weykamp, Christiane, The University of Manchester
MATERIALISM AND CONSPICUOUS CONSUMPTION
Materialism Through a Magnifying Glass: A Comprehensive Model of the Antecedents and

Consequences of Three Facets ofMaterialism ...................................................................................................... 247
Segev, Sigal, Florida International University
Shoham, Aviv, University of Haifa
Gavish, Yossi, Ono Academic College
Explaining Variation in Conspicuous Consumption: An Empirical Examination ............................................ 248

Kastanakis, Minas, ESCP Europe
Balabanis, George, Cass Business School
Materialism: A General Hierarchical Model Perspective ..............................................................................•..... 249

Mohan, Mayoor, Oklahoma State University
VALUE CO-CREATION AND DIGITAL ENVIRONMENT
Empowering Digital Information Consumers: The Effects of Self-Efficacy, Optimum

Stimulation Level, and Perceived Interactivity on Willingness to Pay .....................................................•.. 250-253
Kirk, Colleen, Mount Saint Mary College
Swain, Scott, Northeastern University
Facilitating innovations and value co-creation in industrial B2B firms by combining

digital marketing, social media and crowdsourcing ...........................................;.......................................... 254-263
Simula, Henri, Aalto University
Tollinen, Aarne, University of JyvaskyHi
Kmjaluoto, Heikki, University of Jyvaskyla
The dark side of customer co-creation- What happens when technology-based

co-created services fail? .................................................................................................................................... 264-267
Handrick, Matthias, EBS University for Business and Law
Heidenreich, Sven, EBS University for Business and Law
Thomas, Linn, EBS University for Business and Law
New Orleans, LA, United States xxvii
GOING "GREEN" AND THE EFFECTS ON CONSUMER EVALUATIONS
Exploring Authenticity as a Policing Mechanism to Deter "Green Washing" in Sustainable Architecture ••• 268
Parkman, Ian, Loyola University Maryland
Consumers' Inferential Evaluations of Sustainability Attributes based on Incomplete

Product Information......................................................................................................,.......................................... 269
Gruber, Verena, WU Vienna
Schlegelmilch, Bodo B., WU Vienna
Houston, Michael J., University of Minnesota
Save the Planet or Save Some Money? How the Framing of Environmentally Friendly Behavior Affects
Consumer ................................................................................................................................................................. 270
Green, Todd, Simon Fraser University
Peloza, John, Florida State University
BRANDS AND CONSUMERS
Brand Personality and Athlete Identification: Predicting Consumption Behaviors ...........•...•......................... 271
Carlson, Brad, Saint Louis University
Donavan, D. Todd, Colorado State University
Deitz, George, University of Memphis
Cumiskey, Kevin, Eastern Kentucky University
The effect of brand awareness, Internet search patterns and product-line characteristics on
revenue premium.......•...................................................................................................................................... 272-275
Gui, Raluca, Universidad Carlos III de Madrid
The Effect of the Foreign Brand on Consumer Perception ..........................................................•....................... 276

Tran, Trang, University ofNorth Texas
Fabrize, Robert, University ofNorth Texas
LATIN AMERICAN MARKETING ISSUES II
The Value Concept Over time and in the Perception of Brazilian Management Students ............................... 277
Brambilla, Flavio, La Salle University Center
Marketing Elements for Designing of the Integral Tourist product-Colima............................................... 278-282

Magana Carrillo, Irma, Universidad de Colima
Padin Fabeiro, Carmen, Universidad de Vigo
Jimenez Olivera, Vicente A., Universidad de Colima
Customers Service Experience in Hospitals: A DIP and SOS Construct of Negative Encounters ............ 283-289
Santos Corrada, Maria de los M., Universidad del Turabo
Sosa-Varela, Juan Carlos, Universidad del Turabo
Svensson, Goran, Oslo School of Management
VALUE CO-CREATION FOR FIRMS, SERVICES, AND MARKETS
Service Ecosystems Design in Ethnic Markets ...................................................................................................... 290

Abbam, Esi Elliot, University of Illinois at Chicago
Cherian, Joseph, University of Illinois at Chicago
Elaydi, Raed, Roosevelt University
New Orleans, LA, United States xxviii
Co-Creation of Award Winning Advertising .................................................................•••••••.•.•••••.••..••••••...........•• 291
Sasser, Sheila, Eastern Michigan University
Kilgour, Mark, University ofWaikato
Koslow, Scott, Macquarie University
Firm Capabilities, Customer/Supplier Participation, and Firm Performance ........................................... 292-293

Wang, Guangping, Penn State University
Ma, Xiaoqin, Yancheng Institute to Technology
Dou, Wenyu, City University ofHongkong
Zhou, Nan, City University ofHongkong
Considering the Nature of Value Capturing Mechanisms in Industrial Buyer-Supplier

Exchange- A Structured Abstract ................................................................................................................. 294-297
Prior, Daniel, University of South Wales
ISSUES IN NEW TECHNOLOGY USAGE
Social Analytics in Hedonic and Utilitarian Companies ................................................•......•...................•.......... 298

Fischbach, Sarah, New Mexico State University
Peterson, Robin, New Mexico State University
MBA Students as Customers: The Kano Method and Collegiate Website Excitement Factors ....................... 299
Elbeck, Matt, Troy University
Vander Schee, Brian, Aurora University
Internet Literacy and Attitudes toward Internet Advertising: A Cross-Cultural Study ........................... 300-302
Ulusoy, Emre, University of Texas-Pan America
Social Media Strategy and Online Brand Reputation .................................................................•....••.••........ 303-306

Cohen, Corine, International University of Monaco
Chapman, Alexis, International University of Monaco
How to Push Consumers' Intention to Adopt Alternative Fuel Vehicles: An Integrative Adoption Model.. .. 307
Petschnig, Martin, EBS Business School
Spieth, Patrick, EBS Business School
PEDAGOGICAL TECHNIQUES AND THE ROLE OF STUDENTS IN MARKETING

EDUCATION
Bringing Cultural Diversity to Service Marketing Courses: A SERVQUAL Exercise ................................•.... 308
Rosenbaum, Mark, Northern Illinois University
Labrecque, Lauren 1., Northern Illinois University
Moraru, Iona, Northern Illinois University
Applying a Business Model to Student-Institution Relationships: An Examination of Four Metaphors.309-313

Griffin, Mitch, Bradley University
Cleghorn, Lyndsey, Bradley University
Kruger, Sarah, Bradley University
Nosal, Megan, Bradley University
Oleksiuk, Piotr, Bradley University
Schulz, Devon, Bradley University
Tolly, Drew, Bradley University
New Orleans, LA, United States xxix
Teaching Fuzzy Front End of Service Innovation: Real Life Application with Cross-Functional and
International Teams .........................................................................................................................................314-322
Jaskari, Minna-Maarit, University ofVaasa, Finland
Empowered Students - Service-oriented Universities: How to Manage Higher Education Marketing

in the 21st Century .................................................................................................................................................. 323
Kindlcin, Kathrin, Ludwig-Maximilians-Universitat Munich
Schwaiger, Manfred, Ludwig-Maximilians-Universitat Munich
MARKETING'S ROLE IN SUPPLY CHAIN SUCCESS
Marketing's Role in Supply Chain Success-- We're in This Together, Aren't We?? ........................................ 324
Daugherty, Patricia, Michigan State University
Ellinger, Alexander E., University of Alabama
Hummel, Anna, A. Duie Pyle
Piercy, Niall, University of Bath
ASSESSING STUDENT LEARNING & REQUIRED SKILLS
Academicians' and Practitioners' Views of Marketing Students' Required Knowledge and Skills .......... 325-326
Babin, Laurie, University of Louisiana, Monroe
Bunthorne Lopez, Tara, Southeastern Louisiana University
Lafleur, Elizabeth, University of Southern Mississippi
An Empirical Comparison of Measures of Multiple-Choice Question Item Difficulty ..............................327-328

Dickinson, John, University of Windsor
A Taxonomy Assessment and Item Analysis of a Retailing Management Multiple-Choice

Question Bank ................................................................................................................................................... 329-330
Dickinson, John, University of Windsor
CELEBRITY ENDORSEMENTS AND CELEBRITY BRANDS
Evaluating the Impact of Celebrity Status and Character Likeability on Brand

Recognition -A Structured Abstract..............................................................................................................331-334
Kumar, Anvita, Cass Business School
Balabanis, George, Cass Business School
Cyber-Positioning: Bestselling Authors' Online Communicated Brand Personalities ...................................... 335

Bal, ali, Simon Fraser University
Mills, Adam, Simon Fraser University
Chakrabarti, Ronika, Lancaster
Terblanche, Nic, The University of Stellenbosch
Opoku, Robert, King Fahd University of Petroleum and Minerals
The Oprah Effect: Investigating the Celebrity-Candidate Endorsement Relationship .................................... 336
Van Steenburg, Eric, University ofNorth Texas
WHAT DOES BRAND IMAGE TELL US ABOUT BRAND STABILITY?
Do Methods and Lack of Content Explain Low Brand Stability Associations? No .................................... 337-339
Koll, Oliver, University oflnnsbruck
Kreuzer, Maria, University oflnnsbruck
New Orleans, LA, United States xxx
The Antecedents ofEco-Friendly Brand Image: A Pilot Study .........................................•...............•..•.............. 340
Siew, Shir Way, The University of Texas- Pan American
Gressel, Justin, The University of Texas- Pan American
Brand Personality in Industrial Markets: Conceptualization and Measurement.............................................. 341

Tollner, Alke, Tu Dortmund University
Blut, Markus, Tu Dortmund University
Paluch, Stefanie, Tu Dortmund University
RESEARCH FRAMEWORKS, INFLUENCES, AND SUSTAINABILITY TRENDS
The Influence of Shareholder Complaints on Companies' Product-Advertising Investments ..................342-345

Weis, Simone, Maastricht University, Netherlands
Hoffman, Arvid, Maastricht University, Netherlands
Aspara, Jaakko, Maastricht University, Netherlands
Penning, Jeost, Aalto University-School of Economics, Finland
A Quality Framework for Case Study Research: "CONVINCINGNESS" ................................................ 346-349

Farquhar, lillian, University ofBedfordshire, United Kingdom
"THE PRICE MADE ME DO IT!" CONSUMER REACTIOS TO PRICING SIGNALS
Comparing Consumer Reactions to Percentage and Absolute Values: An Analogue Magnitude

Encoding Perspective ....................................................................................................................................... 350-353
Weathers, Danny, Clemson University
Swain, Scott, Northeastern University
Carlson, Jay, Union University
Is there a better Price for this Good? Internet and Prevalence of Relative Thinking ....................................... 354
Thota, Sweta, University of San Francisco
What's That Plane Ticket Worth? Responding to Dynamic Pricing Strategies ................................................ 355
Hanna, Richard C., Northeastern University
Smith, Gerald, Boston College
Lemon, Katherine, Boston College
CONSUMER DECISION-MAKING AND LEARNING
Explaining NFL Fans' Purchase Intentions for Revered and Reviled Teams: A Dual-Process Perspective ... 356
Sierra, Jeremy, Texas State University - San Marcos
Heiser, Robert, University of Southern Maine
The Contagious Influence of Experiential Presentation in Online Negative Word-of-Mouth: A Sender's

MAO Perspective ..................................................................................................................................................... 357
Liao, Shuling,
Consumer Information Search Behavior for Experiential and Material Purchases ......................................... 358
Aydin, Asli Elif, Istanbul Bilgi University
Selcuk, Elif Akben, Bogazici University
New Orleans, LA, United States xxxi
PRODUCT AND BRANDING ISSUES
A Two-Step Recommendation to Improve Stability in Free Choice Brand-Attribute Associations ................ 359
The Transfer of Personality from Associated Spokespersons to Brand ..•......................................................•... 360

Obilo, Obinna, Louisiana Tech University
Achieving Consumer Loyalty in Athlete Branding: Examining the Relationship between

Athlete Brand Image and Consumer Loyalty .............•.................•..........................•..................................... 361-364
Arai, Akiko, University of Florida
Chang, Yonghwan, University of Florida
ACHIEVING A SUSTAINABLE SUPPLY CHAIN
Environmentally Sustainable Supply Chain Management: an Evolutionary Framework ........................ 365-374

Coyle, John J., Pennsylvania State University
Thomchick, Evelyn A., Pennsylvania State University
Ruamsook, Kusumal, Pennsylvania State University
Sustainable Logistics in Brazil and the United States: An Exploratory Study .......•.•.........•....•.•................ 375-377
Leuschner, Rudolf, Rutgers University
Rogers, Dale, Rutgers University
Marriage of Inconvenience: Value Co-destruction in an Interdependent Supply Chain Relationship ....378-381

Marcos-Cuevas, Javier, Cranfield University
Enz, Matias G., Cranfield University
Bastl, Marko, Cranfield University
Johnson, Mark, Cranfield University
CONSUMER WELFARE AND MARKETING PROMOTIONS
An Exploratory Study of Extreme Couponing ..............................................................•.•......•.•..........•.•.•............. 382

Zboja, James J., University of Tulsa
Gatzlaff, Kevin M., Ball State University
Effects of Anti-Tobacco Brands Ad Parodies on Cigarette Brands Attitude .............................................. 383-393

Parguel, Beatrice, DRM, Universite Paris-Dauphine
Lunardo, Renaud, Groupe ESC Troyes
Chebat, Jean-Charles, HEC Montreal
Customer Retention in Hedonic and Utilitarian Services .........................•.•................................................. 394-397

Stathopoulou, Anastasia, Birkbeck, University of London
Balabanis, George, Cass Business School, City University
THE CHALLENGE OF SETTING PRICES AND THE IMPACT TO THE FIRM
Sequential Learning of Optimal Sales Prices •..•.•.•...•.•...•.•.....•..•.••.•.•.......•.....................................................398-401

Kaptein, Maurits, Eindhoven University of Technology
Parvinen, Petri, Aalto School of Economics
New Orleans, LA, United States xxxii
Firm Pricing Orientation and Pricing Decisions in Industrial Markets ...................................................... 402-411
Liozu, Stephan, Case Western Reserve University
Hinterhuber, Andreas, Hinterhuber & Partners
Mindful Pricing: Transforming Organizations through Value Based Pricing........................................... .412-421

Liozu, Stephan, Case Western Reserve University
Hinterhuber, Andreas, Hinterhuber & Partners
SOCIAL MARKETING RESEARCH: MEASURES, ANALYSES, AND IMPLICATION ISSUES
Revisiting Netnography: Implications for Social Marketing Research Concerning

Controversial and/or Sensitive Issues ............................................................................................................. 422-425
Ulusoy, Emre, University of Texas- Pan American
Social Media Analysis as a New Tool- An Exploratory Studdy to Determine the Reliability and
Validity of Analyses on the Social Web ...........................................................................................•.•.•••.•..•.......... 426
Bauer, Han H., University ofMannhein, Germany
Toma, Boris, University ofMannhein, Germany
Heinrich, Daniel, University of Mannheim, Germany
Campbell, Colin, Monash University, Australia
Rauschnabel, Phillipp, University of Bamberg, Germany
A Comparative Evaluation of the Different Single-Item Selection Procedures for Construct Measures ....... .427
Sarstedt, Marko, Ludwig-Maximilians-University Munich!IMM, Germany
Wilczynski, Petra, Ludwig-Maximilians-University Munich!IMM, Germany
Diamantopoulos, Adamantios, University of Vienna, Austria
NEW FRONTIERS IN MARKETING COMMUNICATION
The Language of Advertising- Examining the Benefit of Construal-Matching ............................................... .428

Easwar, Karthik, The Ohio State University
Yang, Lifeng, University of Mississippi
Making the Rainbow Connection: Factors Influencing Gay Consumers' Evaluations of Gay-Friendly
Corporate Activities ................................................................................................................................................ 429
Oakenfull, Gillian, Miami University
Disparities in Professional Services Advertising- Communicated and Conceived Identity ........................•.•.. 430
Goldring, Deborah, Florida Atlantic University
CAN CLIMATE CHANGE SALESPEOPLE? IMPACT OF ETHICAL AND

ORGANIZATIONAL CLIMATE
How Can Salespeople's Performance Be Improved? The Role of Ethical Climate and
Ethical Behavior ............................................................................................................................................... 431-439
Lavorata, Laure, University of Paris- East
New Orleans, LA, United States xxxiii
Evaluating the Effectiveness of Doctors as Salespeople: The Motivating Effect of Patient-Physician
Interactions .....................................................................................••••••••••••••••...•..•.......................................... .440-444
Sujan, Harish, Tulane University
Harlan, Timothy, Tulane University
Sujan, Mita, Tulane University
Buhrau, Denise, American University
Ager, Rick, Tulane University
Dynamically Adapting Sales Influence Tactics in E-Commerce ••••••.•..•...............................................•...... .445-454

Kaptein, Maurits, Eindhoven University of Technology, Netherlands
Parvinen, Petri, Aalto School of Economics, Finland
THE POWER OF EMOTIONS AND NORMS ON EXCHANGE BEHAVIOR
The Impact of Unwarranted Tip Requests on Self-Conscious Emotions, Attitudes, &

Repatronage Intentions ...................................................................•...••.•..................................•............................. 455
Hiler, Jacob L., Louisiana State University
Rice, Dan, Louisiana State University
Schmit, Dora, Louisiana State Univeristy
Forming Product Return Intentions to Reduce Cognitive Dissonance after Purchase ..................................... 456
ENTREPRENEURS, NETWORKS AND SUCCESS
Entrepreneurial Identity Brand Management: A Brand Management Model for SMEs ..........•.............. .457-460
de Gomez, Maria Isabel Rodriguez, Universidad Francisco Marroquin
Kang, Jikyeong, University of Manchester
A Statistical Process to Incorporate the Use of Demographics to Help Select the "Best" Number of Market
Segments ...................................................•.........•....•.•.•.....•.....•.•.............................................................................. 461
Kara, Ali, Penn State University - York Campus
Carmone, Frank, Wayne State University
INTERNATIONAL BRANDING
Binational study of the impact of brand image, brand personality and brand love on word of mouth:
The case of fashion brands in UK and Switzerland .....................................•.•................................•.............. 462-471
Arageh, Ahmed, Universiti Utara Malaysia
Melewar, Tc, Brunei University
How do market characteristics influence brand country of origin effects? ..............................................•........ .472
Yang, Shuang, University of Texas at El Paso
Jimenez, Fernando, University of Texas at El Paso
Hadjimarcou, John, University of Texas at El Paso
Frankwick, Gary, University of Texas at El Paso
The Interplay Between Perceived Brand Globalness, Domestic Brand Origin, and Brand Attitude •..•••.•...•. .473
Tasoluk:, Burcu, Sabanci University
Calantone, Roger J., Michigan State University
Deligonul, Seyda, St. John Fisher College
Cavusgil, S. Tamer, Georgia State University
New Orleans, LA, United States xxxiv
Challenges and Chances for International Portfolio Acquisition Brands (IPA Brands) in Developing
Countries ..................................•........................................•.•...........•........................................................................ 474
Heinberg, Martin, University ofDuisburg-Essen, MSM, In-East
Taube, Markus, University ofDuisburg-Essen, MSM, In-East
THE TEACHING OF SOCIAL MEDIA MARKETING
The Teaching of Social Media Marketing ............................................................................................................. 475

Tuten, Tracy, East Carolina University
Solomon, Michael, St. Joseph's University and University ofManchester, UK
Ladik, Daniel, Seton Hall University
SOCIAL MEDIA
Exploring Social Media Marketing Strategies in SMEs .................•. ;...•.....••.•...•................................•................. 476

Pentina, Iryna, University of Toledo
Koh, Anthony, University of Toledo
Web Analytics and Social Media Monitoring in Industrial Marketing: Tools for Improving Marketing
Communication Measurement .........................................................•................•............................................ .477-486
Jarvinen, Joel, Jyvaskyla University School of Business and Economics, Finland
Ti:illinen, Aarne, Jyvaskyla University School of Business and Economics, Finland
Karjaluoto, Heikki, Jyvaskylii University School of Business and Economics, Finland
Platzer, Elisabeth, Evolaris, Austria
Fostering Social Media Relationships: The Role of Parasocial Interaction ................................................ 487-488
Labrecque, Lauren, Northern Illinois University
PERSPECTIVES ON SOURCE EFFECTS: NEGATIVE PUBLICITY, COMPANY

TRANSGRESSIONS, AND MISATTRIBUTION
Negative Spokesperson Publicity: Comparing the Reactions of Investors and Firms .•.•.......................•........... 489
Raithel, Sascha, Ludwig Maximilians University
Hock, Stefan, Virginia Tech
Consider the Source: Comparing Customer Reactions to Hearing about a Company Transgression by Word-
of-Mouth vs. through the Media ............................................................................................................................. 490
Landers, V. Myles, University of Alabama
Harrison, Mary P., Birmingham-Southern College
Northington, William Magnus, University of Alabama
Source Misattribution for the Sake of Attitude Change: A Conceptualization of the Role of Social
Identity in Inducing Dissociative Processing .........................................................................•.•.•........................... 491
Foos, Adrienne, University of Manchester
Keeling, Kathy, University of Manchester
Keeling, Debbie, University of Manchester
New Orleans, LA, United States xxxv
CORPORATE SOCIAL RESPONSIBILITY
The Role of Corporate Social Responsibility in Consumer Evaluation of Nutrition Information

Provision by Restaurants ........................................................................................................................................ 492
Ye, Christine, Florida State University
Peloza, John, Florida State University
Cronin, Joseph, Florida State University
The "Bigger" Company Responsibility- When One Bad Product Harms a Country's Image ...•.••...•..... .493-496
Huber, Frank, Johannes Gutenberg - University Mainz
Meyer, Frederik, Johannes Gutenberg -University Mainz
Weihrauch, Andrea, Johannes Gutenberg- University Mainz
Is CSR Important For All Types of Fans? : The Value of Corporate Social Responsibility in Sport .....• .497-500
Giroux, Marilyn, Concordia University
Pons, Frank, Laval University
Mourali, Medhi, University of Calgary
BUYERS AND SELLERS
The Flea Markets and Marketing at the Bottom of the Pyramid ......................................•................•......•.•.•.•.•. 501
Petrescu, Maria, Florida Atlantic University
Bhatli, Dhruv, IRG, Universite Paris Est
INTELLIGENCE AND SALESPERSON'S EFFECTIVENESS: WHAT INTELLIGENCE?
Cultural Intelligence and Emotional Intelligence in External and Internal Sales Relationships ..................... 502
Lassk, Felicia, Northeastern University
Lee, Yang, Northeastern University
Marketing Intelligence Fosters Ownership Among Salespersons to Improve Their Service Quality: A Role of
Marketing ................................................................................................................................................................. 503
Fukutomi, Gen, Kyoto Sangyo University
Empowering Salespeople: Does It Work? ............................................................................................................. 504

Yim, Frederick, Hong Kong Baptist University
Swaminathan, Srinivasan, Drexel University
Anderson, Rolph, Drexel University
UNDERSTANDING CUSTOMER LOYALTY AND CUSTOMER VALUE PERCEPTIONS
Customer Relationship Management: The Evolving Role of Customer Data ..........•..........•..•.•.•..........•.....505-515

Saarijarvi, Hannu, University ofTampere
Katjaluoto, Heikki, University of Jyvaskyla
Kuusela, Hannu, University of Tampere
Toward an Understanding of Customer Negotiation Behavior ...•.....................................•.••........•....•.•.••.•.• 516-518

Holmes, Yvette, Florida State University
Bonney, Leff, Florida State University
New Orleans, LA, United States xxxvi
What Consumers Value: Relationships and Quality ............................................................................................ 519
Mangus, Stephanie, Louisiana State University
Hiler, Jacob L., Louisiana State University
Black, William C., Louisiana State University
Folse, Judith Anne Garretson, Louisiana State University
Waltz, Anna M., Grand Valley State University
WHEN CONSUMERS GET EMOTIONAL
Affect and Self-Expression as Determinants of a Lasting Purchase: The Case of the Tattoo Patron .....•..•..•.• 520
Jillapalli, Ravi, Texas State University - San Marcos
Badrinarayanan, Vishag, Texas State University
Mortality Salience, Mood Regulation and Materialism ....................................................................................... 521

Lehnert, Kevin, Grand Valley State University
Cowart, Kelly, Grand Valley State University
How do Fine-grained Emotion Affect Helpfulness Vote of a Product Review? Evidence from User Generated
Content Using Latent Semantic Analysis .............................................................................................................. 522
Ahmad, Shimi, Concordia University
Laroche, Michel, Concordia University
CORPORATE SOCIAL RESPONSIBILITY: SOCIAL AND SUSTAINABLE MARKETING
How to Adopt Social Behavior to Achieve Efficient Social Marketing ........................................................ 523-532
Chang, Kuei-Feng, Da-yeh University
Yang, Hao-Wei, Chaoyang University of Technology
Customer-Driven Benchmarking: A Strategic Approach Leading to Sustainable Marketing Performance .. 533

Shamma, Hamed, The American University in Cairo
Hassan, Salah, The George Washington University
Social Mobility and the Demand for Luxury in Russia: A Typology of Russian Consumers of Luxury Goods534
Kivenzor, Gregory J., Rivier College
Toffoli, Ray, University of Quebec
MANAGING SUPPLY CHAIN RELATIONSHIPS
Supply Chain Alertness: A Relational View •.••••...........•.•...........•............................................................•............. 535

Ly, Xun, Nicholls State University
Goldsby, Thomas J., Ohio State University
Holsapple, Clyde W., University of Kentucky
Goldsby, Michael G., BaJJ State University
A Framework for Relational Behaviors in Supply Chains: A Social Exchange and Strategic
Alignment 'Fit' Perspective .................................................................................................................................... 536
Iyer, Karthik, University of Northern Iowa
Firouzi, Azam, University ofNorthem Iowa
New Orleans, LA, United States xxxvii
Authenticity in the Channel ......................................•............•.•...•.......................................................................... 537
Beckman, Terry, Athabasca University
EXPLORING THE ON-LINE OFFERING
The Price of Customer Engagement: How Substitution in Online Services Leads to

Decreasing Revenues ........................................................................................................................................ 538-547
Lindholm, Jerry, Aalto School of Economics, Finland
Parvinen, Petri, Aalto School of Economics, Finland
Kaptein, Maurits, Eindhoven University of Technology, Netherlands
Managing Information Overload: The Case of Online Product Review Categorization .................................. 548
Coussement, Kristof, IESEG School of Management, France
Antioco, Michael, EM Lyon Business School, France
Towards the Measurement of Online Influence ............................................................................................. 549-556

Archer-Brown, Chris, University of Bath, UK
Piercy, Niall, University of Bath, UK
Joinson, Adam, University of Bath, UK
Factors Affecting Consumers' Willingness to Adopt E-Health Information ............................................... 557-559

Park, Jung Kun, University of Houston
Amendah, Eklou, Southern New Hampshire University
Chung, Christina, Ramapo College ofNew Jersey
ECOMMERCE II
Is More Information Content Always Good? Investigating the Impact of Website Interface
Features onE-Retailer's Sales Performance .................................................................................................. 560-563
Ashraf, Abdul, Brock University
Thongpapanl, Narongsak, Brock University
Use and Adaptation of International Internet Marketing Communications: A Conceptual Model ................ 564
Boutin, Philip, University of Tennessee
THE INFLUENCE OF PERCIEVED CONTROL ON CONSUMER ATTITUDES AND

BEHAVIORS
A Modified Social Cognitive Model Predicting Patient Health Behaviors: The Mediating
Role of Hope .......................................................................................................... :........................................... 565-568
Makarem, Suzanne, Virgina Commonwealth University
Consumer Locus of Control: Assessment Instrument Construction and Validation ........................................ 569
Tobacyk, Jerome C., Louisiana Tech University
Babin, Barry J., Louisiana Tech University
MARKETING THEORY AND STRATEGY
Marketing as Science: Does it Matter? .....•..................................................................................................... 570-577

Upshaw, Danny, Louisiana Tech University
New Orleans, LA, United States xxxviii
Blueprint of a General Theory -- Marketing Literature Review ......................................................................... 578
Wei, Hua, Old Dominion University
Marketing Dynamic Capabilities: A Review of Conceptualizationa nd Development,

Theoretical Foundations and Future Research Agenda ....................................................................................... 579
Khantimirov, Denis, Old Dominion University
Revisiting Marketing Strategy: Towards Detecting the Main Factors in Developing a

Marketing Strategy ........................................................................................................................................... 580-583
Ulusoy, Emre, University of Texas- Pan American
MANAGING COMPLEXITY AND RISK IN SUPPLY CHAINS
Towards a Modular Unit of Analysis in Supply Chain Management .......................................................... 584-593

Miller, Jason, Ohio State University
Schwieterman,Matthew, Ohio State University
Evaluating Supply Chain Risk Mitigation Strategy ...................................................................................... 594-595

Chang, Woojung, University of Alabama
Ellinger, Alexander E., University of Alabama
The Sources of Purchase Risks of a New Packaging Technology from a Supply Network Perspective:
A Structured Abstract ...................................................................................................................................... 596-599
Hakola, Jenni, University of Jyvaskyla
Munnukka, Juha, University of Jyvaskyla
YOUNG CONSUMERS
Young Children as Parents' Extended Selves ................................................................................................ 600-607

Hughes, Mine Ucok, Woodbury University
Kaigler-Walker, Karen, Woodbury University
Bendoni, Wendy, Woodbury University
Addressing Childhood & Adolescent Obesity: Misperceptions of Weight Status ....................................... 608-61 0
Desrochers, Debbie, University of Westminster
Dahl, Stephan, University of Hull
CONSUMER IDENTITY AND SENSE OF SELF
Who Am I to You? An Existential-Phenomenological Study of Romance, Sense of Self and

Cosmetics Use........................................................................................................................................................... 611
Liu, Chihling, University of Manchester, Manchester Business School
Keeling, Debbie, University of Manchester, Manchester Business School
Hogg, Margaret, University of Lancaster, Lancaster Business School
The Postmodern Consumer: An Identity Constructor? ............................................................................... 612-620

Hamouda, Manel, Faculty of Economics Sciences and Management
New Orleans, LA, United States xxxix
Any user can be any self that they want so long as it is what they 'ought' to be: Exploring
self-presentation in the presence of multiple audiences on social network sites ......................................... 621-626
Marder, Ben, University of Bath
Joinson, Adam, University of Bath
Shankar, Avi, University of Bath, UK
Archer Brown, Chris, University of Bath
My values or our identity? The moderating role of identities on values-behavior congruence and green
consumption decisions ............................................................................................................................................. 627
Costa Pinto, Diego, Reims Management School, V &P Behavioral Lab
Nique, Walter, UFRGS
Borges, Adilson, Reims Management School, V&P Behavioral Lab
Herter, Marcia Maurer, Reims Management School
CONSUMER RESPONSE TO PRODUCT TEXTURE, PACKAGING AND PROCESS
How Smooth does it feel? The Effects of Food Texture on Consumer Nutritional Perceptions ...................... 628
Szocs, Courtney, University of South Florida
Biswas, Dipayan, University of South Florida
Lehmann, Donald, Columbia University
Biased Evaluation of Products caused by Targeting Effect of Multilingual Product Packaging ..................... 629
Gopinath, Mahesh, Old Dominion University
Glassman, Myron, Old Dominion University
Nyer, Prashanth, Chapman University
How to Make Non-Natural Products Appear More Natural? Changes in Process Work Better
Than Changes in Content ..........................................•..................................................................................... 630-640
Gomez, Pierrick, Reims Management School
ECOMMERCEI
Satisfaction and Loyalty in E-Commerce: The Moderating Roleof Nationality ................................................ 641
Thijis, Van Den Haak, Woger Trading International
Srinivasan, Swaminathan, Drexel University
Effects of Product Type and Gender on Online Purchase Attitudes and Intentions .................................. 642-643
Nesbitt, Jane Mckay, Bryant University
Ryan, Chad, Bryant University
Clicking or Buying? Determinants of E-Impulse Buying......................................................•....................... 644-646

Jeon, Sua, University ofNorth Texas
Kim, Haejung, University ofNorth Texas
RETAILING IN THE DIGITAL AGE AND GLOBAL MARKETPLACE
An Investigation of Motivational Factors and the Moderating Effect of Familiarity on Intention to

Use Self-Service Technology to Purchase Apparel ........................................................................................ 647-653
Cho, Sooeun, University of North Carolina at Greensboro
Watchravesringkan, Kittichia, University ofNorth Carolina at Greensboro
New Orleans, LA, United States xl
Attitudinal Segmentation and Loyalty of Retailer Online Community Users .................................................... 654
McGoldrick, Peter, Manchester Business School
Hampson, Daniel, Manchester Business School
Nanakida, Kaori, Manchester Business School
Positive Consumption Emotion to Purchase Intention: Cross-Cultural Evidence from China

and lndia..................•.......••.•.................•....................•.................••........•••.••••.................................................... 655-658
Kang, Ji Hye, Kansas State University
Jin, Byoungho, University ofNorth Carolina at Greensboro
Profiling Thailand's Retail Industry: An Analysis of Market Change and Opportunities

for Future Growth ............................................................................................................................................ 659-662
Kananukul, Chawanuan, University of North Carolina at Greensboro
Watchravesringkan, Kittichai, University ofNorth Carolina at Greensboro
CONSUMER EMOTION AND EMPOWERMENT
The Effect of Social Influence on Consumer Regret .........................................•...............•.................................•. 663

Kuo, Hsiao-Ching,
La Vie Boheme? The Role of an Operatic Flash Mob on Consumer Behavior .................................................. 664
Grant, Philip, The Royal Institute of Technology
Bal, Anjali, Simon Fraser University
Pitt, Leyland, Simon Fraser University
Mills, Adam, Simon Fraser University
Chan, Anthony, The Lulea University of Technology
Female consumers: Empowerment through DIY consumption .......................................................................... 665

Wolf, Marco, University of Southern Mississippi
Foster, Jamye, University of Southern Mississippi
Albinsson, Pia, Appalachian State University
MANAGEMENT AND MARKETING COLLABORATION II
The Role of Individual-Level Factors in Explaining Marketing Power .............................................................. 666

How Do Ambidextrous Minds Create New Products? Analogical Thinking as a Key to Achievement of
Ambidexterity in New Product Creation .............................................................. ................................................ 667
Viola, Loredana, WU Vienna
Karhu, Piiivi, WU Vienna
Consumer= Prospective Employee? The Influence of Organizational Products/Services on the

Perception of the Employer Brand.................................................................................................................. 668-679
Hochegger, Simone, Alpen-Adria-University ofKlagenfurt
Terlutter, Ralf, Alpen-Adria-University ofKlagenfurt
The Role of Need of Cognition on Responses to Catalogs ..•...•.......•.•.••••.•....•.••.•.....•.•.....•.•............................•..... 680

Jones, Joseph, North Dakota State University
New Orleans, LA, United States xli
INTERNATIONALIZATION AND METHODOLOGY
An Assessment of Hierarchical Linear Modeling in International Business ............................................... 681-690

Ozkaya, Erkan, California State Polytechnic University Pomona
Hult, Tomas, Michigan State University
Srivastava, Chitra, California State Polytechnic University Pomona
Kolev, Kalin, Michigan State University
Dahlquist, Steven I Manjeshware, Sonia, Michigan State University I Michigan State University
Understanding Factors that Impact Firms' Intent to Export in the Future ................................................ 691-692
Oyedele, Adesegun, St. Cloud State University
Internationalization Patterns of Fast Fashion Retailers: Does it Follow Uppsala Model? ........................ 693-696
Childs, Michelle, University of North Carolina Greensboro
Jin, Byoungho, University ofNorth Carolina Greensboro
ORGANIZATIONAL TECHNOLOGY USAGE
Social Media Marketing in B2B-Companies: An Empirical Investigation ofthe Actual Usage,

Challenges and Future Expectations of B2B Social Network Activities ............................................................. 697
Paluch, Stefanie, TU Dortmund University
Holzmiiller, Hertmut, TU Dortmund University
Risk perception in remote service encounters ....................................................................................................... 698

Paluch, Stefanie, Tu Dortmund University
Wuenderlich, Nancy, University ofPaderborn
Market Turbulence and Electronic Approaches to Marketing in Wine Sector SMEs ............................... 699-702
Madill, Judith, University of Ottawa
Neilson, Leighann, Carleton University
A Framework for Examining B2B Digital Communication ......................................................................... 703-705

Murphy, Micah, Florida Atlantic University
CONSUMER CONCERNS, BELIEFS, VALUES, AND ATTITUDES TOWARD TECHNOLOGY
Effects of National Culture on the Development of Consumer Social e-Sbopping: Two Country
Individual and National-Cultural Comparison .............................................................................................. 706-709
Xu-Priour, Dong Ling, ESC Rennes
Technology Acceptance Model, Consumer Personality and Smartphone Users' Satisfaction ................•. 710-712
Chang, Enchi, Perfect Translation & Compunet
Huang, Chiaying, Manchester Business School
Alleviating Privacy Obstacle in New Mobile Service Adoption .................................................................... 713-720

Chen, Xiaoyan, University ofRennes
Cliquet, Gerard, University of Rennes
A Study of Understanding When Technology Attributes Can Increase Preference ...•..••..•••••....•....•.•............... 721
Min, Junhong, Michigan Technological University
Segal, Madhav, Southern Illinois University Edwardsville
New Orleans, LA, United States xlii
Generational Differences in Online Trust Development: Millennials v. Baby Boomers ............................ 722-725
Obal, Michael, Temple University
CROSS CULTURAL CONSUMER BEHAVIOR
The Proper Meal, Social Capital, and Jia Ren Guanxi in Urban China ....•.•...................................................... 726
Bums, Alvin, Louisiana State University
Veeck, Ann, Western Michigan University
Yu, Hongyan, Sun Yat-Sen University
Liu, Linda, Louisiana State University
The Exploratory Study of Drinking Motives Among Polish Female Undergraduate Students ........................ 727
Kubacki, Krzysztof, Griffith University
Siemieniako, Dariusz, Bialystok University of Technology
Values as Antecedents for Ecologically Conscious Consumer Behavior Among Seniors:

A Cross-Cultural Comparison......................................................................................................................... 728-731
Riley, Lynn S., Liverpool John Moores University
Kohlbacher, Florian, German Institute for Japanese Studies Tokyo
Is Marketing To Individuals Targeting Segments of One? .................................................................................. 732

Bendle, Neil,
RESEARCH ISSUES IN BRANDING, PROLIFERATIONS AND SEGMENTS
Value, Brand, and Relationship Drivers in Cellular Phone Markets ........................................................... 733-738
Nel, Deon, Flinders University, Australia
Plangger, Kirk, Simon Fraser University, Canada
Modeling the Effects of Brand Proliferation on Category Expansion and Cannibalization ............................. 739
Sivakumar, K., Lehigh University, USA
Customized Communication Incongruity (CCI) through the Activation of

African-American Stereotypes ........................................................................................................................ 740-7 44
Arora, Anshu, Savanah State University
UNDERSTANDING RETAIL EMPLOEES AND THEIR IMPACT ON SALES PERFORMANCE
Shaping Contact Employee Extra-Role Performance Through IMO Adoption ......................................... 745-754
Boukis, Achilleas, Athens University of Economics and Business
Kaminakis, Kostas, Athens University of Economics and Business
Lionakis, Konstantinos, New York College, Athens
Highlighting the Role ofServicescapes and Organizational Climate on Employees' Performance .......... 755-764
IMO Diffusion, Employee Outcomes and Perceived Service Quality .......................................................... 765-773
Gounaris, Spiros, Athens University of Economics and Business
Kostopoulos, Giannis, Athens University of Economics and Business
New Orleans, LA, United States xliii
Predictors of Retail Salesperson Creativity and Associated Performance Implications ................................... 77 4
Rapp, Adam, University of Alabama
Agnihotri, Raj, William Patterson University
Andzuliz, James 'Mick', University of Alabama
Gabler, Colin, University of Alabama
ORIENTATIONS, NORMS AND EXPERIENCES: ANTECEDENTS OF LOYALTY OR

COMMITMENT IN RELATIONSHIPS
Persuasion Knowledge Model as a Framework for Researching Loyalty Dynamism Using

Critical Incident Technique .................................................................................................................................... 775
Thiele, Sharyn Rundle, Griffith University
Siernieniako, Dariusz, Bialystok University of Technology
Urban, Wieslaw, Bialystok University of Technology
Value Generation and Impact on Commitment in Business to Business Relationships ............................. 776-785
Ribeiro, Aurea Helena Puga, Funda9ao Dom Cabral
Pereira, Leda Lima, Funda9ao Dom Cabral
Robbe, Raquel, Funda9ao Dom Cabral
Social Networking Sites vs. Traditional Advertising: Examining Influence over Information ........................ 786
Martinez, Jennifer, University of Memphis
Royne, Marla, University of Memphis
Kowalczyk, Christine, East Carolina University
ISSUES ON CONSUMER MOTIVATION
The Relationship between Motivation, Self-Control, and Locus of Control within Gambling .................. 787-790
Northington, William M., University of Alabama
Beatty, Sharon, University of Alabama
Lindridge, Andrew, The Open University
Preliminary Results on Free Toys and Fast Food: A Structured Abstract ........................................................ 791
Jones, Joseph, North Dakota State University
Gone but Not Forgotten: Exploring the Underlying Meaning and Motives in Gift-Giving
to the Deceased .................................................................................................................................................. 792-795
Drenten, Jenna, University of Georgia
McManus, Kristy, University of Wisconsin- La Crosse
Labrecque, Lauren, Northern Illinois University
LATIN AMERICAN MARKETING ISSUES I
Beer Advertising on TV and Occurrence of Traffic Accidents in Peru ....................................................... 796-800

Balas, Milos, Pontificia Universidad Catolica de Peru
Botelho, Delane, EAESP-FGV
Corporate Social Responsibility and High and Low Income Customers: different perceptions of
benefit, value, price and purchase intent ........................................................................................................ 801-804
Quintao, Ronan, CEFET-MG/EAESP-FGV
Giuliana, Isabella, EAESP-FGV/ESAGs
New Orleans, LA, United States xliv
Commercial Interventions in Blogs ..............................................•...•..•....••..................................................... 805-814
Zanette, Maria Carolina, FGV-EAESP
EMOTIONS, INTENTIONS AND IMPULSES
From Desire to Necessity: The Role of Emotions, Attitudes, Perception of Loss, and
Subjective Norms .............................................................................................................................................815-825
Cruz-Milan, Oliver, University of Texas- Pan American
The Role of Guilty and Shame on Conspicuous Consumption ............................................................................ 826

Locander, David, Louisiana Tech University
Search: An Expense or an Experience? Exploring the Impact of Search on Product Return Intentions ....... 827
Rewarding Impulse and Unplanned Purchasing .................................................................................................. 828

Brewer, Lauren, Louisiana Tech University
THE INFLUENCE OF PERCIEVED CONTROL ON CONSUMER ATTITUDES AND

BEHAVIORS
Am I Being Manipulated?: The Effects of Co-Creation and Sales Person Orientation on Customer Affect .. 829
Weiling Zhuang, Eastern Kentucky University
Obinna Obilo, Louisiana Tech University
David Locander, Louisiana Tech University
Julie Moulard, Louisiana Tech University
OUTSTANDING MARKETING TEACHER AWARD WINNERS' PRESENTATIONS
"Creating and Delivering Curriculum-based Experiential Learning Courses- 120 Students At A Time." ... 830
Oakenfull, Gillian, Miami University
Getting Students to Buy What We Sell: Product Involvement, Customer Relationship Management, and
Customer Satisfaction ............................................................................................................................................. 831
Rinaldo, Shannon, Texas Tech University
Improving the MBA Student Education Experience: Action Points for Instructors and Other Key Stake
Holders ..................................................................................................................................................................... 832
Wirtz, Jochen, National University of Singapore
YOUNG CONSUMERS
Coping with Each Other: An Exploration of the Thoughts and Interactions of Retail Employees and
Teen Shoppers Co-Existing at the Mall .......................................................................................................... 833-836
Mallalieu, Lynnea, University ofNorth Carolina Wilmington
New Orleans, LA, United States xlv

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Marketing Dynamism & Sustainability: Things Change,

Things Stay the Same...

More information about this series at http://www.springer.com/series/13409

New Orleans, LA, USA

May 15-20, 2012

Reprint from Original edition

ISBN 978-3-319-10911-4 ISBN 978-3-319-10912-1 (eBook)

© Academy of Marketing Science 2015, corrected publication 2021

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President Vice President for Membership -North America

Executive Vice President/Director Vice President for Membership - International

President-Elect Vice President for Development

Immediate Past President Secretary/Treasurer

Vice President for Programs Director of International Programs

Vice President for Publications

S. Tamer Cavusgil Naresh K. Malhotra

Program and Track Chairs

Barry J. Babin Adilson Borges Eli Jones

Retail Services and Marketing Internet Marketing Eliane P. Z. Brito

Leroy Robinson, Jr., Editor

Roy Adler O.C. Ferrell Robert Luke

Gerald Albaum Ken Grant James Lumpkin

Lyn Amine Kent Granzin Greg Marshall

Jill Attaway Paul Green John Mentzer

Julie Baker Dhruv Grewal Naresh Malhotra

Barry Babin Joe Hair Barry Mason

Peter Banting Doug Hawes A. Parasuraman

Sharon Beatty Roger L. Jenkins Robert Peterson

Leonard Berry Roger Kerin Coskun Samli

Harold W. Berkman Kathleen Krentler Bodo Schlegelmilch

Vicki Crittenden Vishnu Kirpalani Stanley Shapiro

Michael Czinkota Robert King Jagdish Sheth

Jean Charles Chebat David Kurtz Joe Sirgy

William Darden Charles Lamb Rosann Spiro

Adel El-Ansary Michel Laroche Rajan Varadarajan

John Ford Jay Lindquist

David Ackerman Laurie Babin Colin Campbell

Joe Cobbs Turkan Dursun-Kilic Lawrence Garber

Kelly Cohart SujayDutta John Gardner

Kesha Coker Paul Dwyer Carolyn Garrity

Margy Conchar Jackie Eastman Jule Gassenheimer

Ronald Coulter Ccren Ekebas Diana Gavilan

Eric Harris Wei Hua Katie Kelting

Phillip Hartley Eva Hyatt Ankit Kesharwani

Donna Hill MarkJohlke Mike Kroff

Kim Hiller Connell Maria Kalamas Nir Kshetri

Earl Honeycutt Ali Kara Lauren Labrecque

Yim Hong Kit Katherine Hartman Dan Ladik

Laure Lavorata Vincent Magnini Richard Michon

Stephanie Lawson Devdeep Maity Junhong Min

Yan Liu Jaakkola Matti Mike Mullen

Melissa Nieves Elisabeth Platzer Yoo-Kyoung Seock

Patricia Norberg Terry Pohlen Purvi Shah

William Northington Sonja Poole Melanie Shapiro

Ian Parkman Catherine Roster Lauren Skinner Beitelspacher

Audhesh Paswan Widyarso Roswinanto George Spais

Ekin Pehlivan Julie Ruth Deborah Spake

Iryna Pentina Brian Rutherford Chitra Srivastava

Jeff Periatt Soroosh Saghiri Joydeep Srivastava

Cara Peters Dora Schmit Claire Stammerjohan

Kirk Plangger Nancy Panos Schmitt

Ted Stank Gina Tran Andy Wood