ENLIGHTENED MARKETING IN CHALLENGING TIMES - FELIPEPANTOJA SHUANGWU NINAKREY EDITORS - PROCEEDINGS OFTHE2019 AMS WORLD MARKETING CONGRESS (WMC)
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Developments in Marketing Science: Proceedings of the Academy of Marketing Science Felipe Pantoja Shuang Wu Nina Krey Editors Enlightened Marketing in Challenging Times Proceedings of the 2019 AMS World Marketing Congress (WMC)
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Felipe Pantoja • Shuang Wu • Nina Krey Editors Enlightened Marketing in Challenging Times Proceedings of the 2019 AMS World Marketing Congress (WMC)
Editors Felipe Pantoja Shuang Wu IÉSEG School of Management Rohrer College of Business Paris, France Rowan University Glassboro, NJ, USA Nina Krey Rohrer College of Business Rowan University Glassboro, NJ, USA ISSN 2363-6165 ISSN 2363-6173 (electronic) Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-030-42544-9 ISBN 978-3-030-42545-6 (eBook) https://doi.org/10.1007/978-3-030-42545-6 © The Academy of Marketing Science 2020 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors, and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
2019 Academy of Marketing Science® World Marketing Congress Enlightened Marketing in Challenging Times July 9 – 12, 2019 University of Edinburgh Edinburgh, UK v
AMS Officers (2018–2020) President Vice President for O.C. Ferrell, Auburn University, USA Membership-International Patricia Rossi, IESEG School of Executive Vice President/Director Management, France Harold W. Berkman, University of Miami, USA Vice President for Development Janna Parker, James Madison President-Elect University, USA Julie Guidry Moulard, Louisiana Tech University, USA Secretary/Treasurer Nina Krey, Rowan University, USA Immediate Past-President Adilson Borges, Carrefour & NEOMA Co-Chair, Board of Governors Business School, France Barry J. Babin, University of Mississippi, USA Vice President for Publications Joseph F. Hair, Jr., University of South James S. Boles, University of North Alabama, USA Carolina at Greensboro, USA Co-Director of International Vice President for Programs Programs Brad D. Carlson, St. Louis Jay D. Lindquist, Western Michigan University, USA University, USA Vice President for Membership- Barry J. Babin, University of North America Mississippi, USA Mark Peterson, University of John B. Ford, Old Dominion Wyoming, USA University, USA vii
AMS Board of Governors Barry J. Babin David J. Ortinau University of Mississippi, USA University of South Florida, USA Co-Chair (2016–2022) (2016–2022) Joseph F. Hair, Jr. Nicholas Paparoidamis University of South Alabama, USA Leonard De Vinci Business School, Co-Chair (2018–2024) France (2018–2024) Adel El-Ansary Leyland Pitt University of North Florida, USA Simon Fraser University, Canada (2014–2020) (2016–2022) Linda Ferrell Linda Price Auburn University, USA (2018–2024) University of Oregon, USA (2014–2020) Linda Golden University of Texas, USA (2018–2024) Bodo Schlegelmilch Vienna University of Economics and Jean-Luc Herrmann Business Administration, Austria University of Lorraine, France (2014–2020) (2016–2022) Eli Jones Texas A&M University, USA (2014–2020) ix
2019 AMS World Marketing Congress Co-Chairs Tina Harrison, University of Edinburgh, UK Mary Brennan, University of Edinburgh, UK Arrangements Co-Chairs Shona Black, University of Edinburgh, UK Charlotte Naylor, University of Edinburgh, UK xi
2019 AMS World Marketing Congress Tracks and Track Chairs Advertising & Integrated Communication Anand Kumar, University of South Florida, Tampa, USA Ryan J. Langan, University of San Francisco, USA Big Data & Marketing Analytics Jake Ansell, University of Edinburgh, UK Annie Pei-I Yu, National Chung Cheng University, Taiwan Branding & Product Management Cleopatra Veloutsou, University of Glasgow, UK Kirsten Cowan, University of Edinburgh, UK George Christodoulides, American University of Sharjah, UAE Business-to-Business Marketing Kaouther Koolie, Bournemouth University, UK Elvira Bolat, Bournemouth University, UK Children & the Marketplace David Marshall, University of Edinburgh, UK Consumer Behavior Joe Vella, Malta University, Malta Jennifer Yule, Northeastern University, USA Consumer Culture Stephanie O’Donohoe, University of Edinburgh, UK Cross-Cultural, Multicultural &/or International Marketing Monica Hernandez, St. Edwards’ University, USA Digital Marketing Kirk Plangger, King’s College London, UK Jan Kietzmann, Simon Fraser University, Canada xiii
xiv 2019 AMS World Marketing Congress Tracks and Track Chairs Distribution & Supply Chain Management Rajesh Iyer, Bradley University, USA Matt Wilson, Royal Institute of Technology, Sweden Entrepreneurship & Innovation Jeanette Paschen, Royal Institute of Technology, UK Karen Robson, University of Windsor, Canada Financial Services Consumers & Marketing Julie Robson, Bournemouth University, UK Heejung Park, University of Wyoming, USA Fashion & Luxury Marketing Patsy Perry, University of Manchester, UK Victoria Osburg, Hull University, UK Food Marketing & Consumption Mary Brennan, University of Edinburgh, UK Mary McCarthy, University College Cork, Ireland Healthcare Marketing Sarah Lord Ferguson, Simon Fraser University, Canada Marketing Education Alma Mintu-Wimsatt, Texas A&M University-Commerce, USA Héctor R. Lozada, Seton Hall University, USA Marketing in Emerging Markets Jay Mulki, Northeastern University, USA Marketing Management Yasemin Atinc, Texas A&M University-Commerce, USA Chris Myers, Texas A&M University-Commerce, USA Marketing Research: Methods, Measures, & Analytics Joe Hair, University of South Alabama, USA Christian Ringle, Hamburg University of Technology, Germany Marko Sarstedt, Otto-von-Guericke-University Magdeburg, Germany Marketing Strategy Leyland Pitt, Simon Fraser University, Canada Vida Morkunas, Luleå University of Technology, Sweden Marketing Theory Jillian Farquhar, Solent University, UK Claudia Simoes, University of Minho, Portugal Marketing & Society P. Sergius Koku, Florida Atlantic University, USA Gillian Sullivan-Mort, LaTrobe University, Australia
2019 AMS World Marketing Congress Tracks and Track Chairs xv New Product Development & Innovation Tek Thongpapanl, Brock University, Canada Adam Mills, Loyola University, USA Personal Selling & Sales Management Felicia Lassk, Northeastern University, USA Carsten Schultz, University of Hagen, Germany Pricing & Customer Value Ben Lowe, University of Kent, UK Carl-Philip Ahlbom, Stockholm School of Economics, Sweden Relationship Marketing Harjit Sekhon, Coventry University, UK Paul Ballantine, Canterbury University, New Zealand Responsible Marketing & Ethics Matthew Lunde, Ithaca College, USA Vignesh Yoganathan, University of Branford, USA Retailing Kishore Gopalakrishna Pillai, University of East Anglia, UK Prithwiraj Nath, Leeds Beckett University, UK Services Marketing Mario Eduardo Giraldo Oliveros, Universidad del Norte, Colombia Linda Alkire, Texas State University, USA Social Media Marketing Ben Marder, University of Edinburgh, UK Antonia Erz, Copenhagen Business School, Denmark The Globalized Luxury Buyer Joy M. Kozar, Kansas State University, USA Lauren Copeland, Kent State University, USA Wine & Tourism Marketing Ulrich Paschen, Luleå University of Technology, Sweden Special Sessions Tina Harrison, University of Edinburgh, UK Doctoral Colloquium John Ford, Old Dominion University, USA Altaf Merchant, Washington University Tacoma, USA Proceedings Editors Felipe Pantoja, IÉSEG School of Management, France Shuang Wu, Rowan University, USA Nina Krey, Rowan University, USA
2019 AMS World Marketing Congress Reviewers Thank you to all people who reviewed for the 2019 AMS World Marketing Congress. These people include: Frank Adams Melanie Bowen Bruce Clark Maryam Almahd Flavio Brambilla Mark Cleveland Sara Alrabiah John Bredican Scott Cowley Sidney Anderson Pedro Brito Adam Craig Ali Anwar Terrence Brown Frances Crinnion Anahit Armenakyan Helen Bruce Oliver Cruz Milan Aaron Arndt Greg Brush Charles Cui Mark Arnold Son Bui Charlene Dadzie Nick Ashill Alexander Buoye Bo Dai Samreen Ashraf Jamie Burton Arezoo Davari Abdul Ashraf Mark Anthony Camilleri Nebojsa Davcik Shahin Assadinia Ana Canhoto Marsabella De Castro Gerard Athaide Robin Canniford Gwarlann de Kerviler Yasemin Atinc Lindsey Carey Anouk de Regt Guclu Atinc Francois Carrillat Dawn Deeter Christof Backhaus Beatriz Casais Linda Deigh Jennifer Barhost Mario Cassar Sihem Dekhili Brittney Bauer Daniela Castillo Alexander DePaoli Gabriela Beirão Edgar Centeno Rebecca Dingus Myriam Bellaouaied Nawar Chaker Xinyu Dong Oueslati Anthony Chan Mary Anne Doty Roger Bennett Olga Chapa Clare D’Souza Adele Berndt Prakash Chathoth Jackie Eastman Iain Black Kalliopi Chatzipanagiotou Hoda Elkolaly Lorena Blasco Zixuan Cheng Theresa Eriksson Elvira Bolat Yanina Chevtchouk Lu Fan Andrea Bonezzi Michelle Childs Xi Fang Edward Boon Kerry Chipp Jillian Farquhar Stefania Borghini Raeesah Chohan Mana Farshid Elsamari Botha Nicole Choi Syed Fazal-E-Hasan Achilleas Boukis Ilma Chowdhury Caitlin Ferreira Liliana Bove Christina Chung Ilaisaane Fifita xvii
xviii 2019 AMS World Marketing Congress Reviewers Bernardo Figueiredo Zhongqi Jin Zaki Malik Joerg Finsterwalder Mark Johlke Susana Marques Paul Fombelle Clark Johnson Kristin Matheson Pantea Foroudi Andrew Johnson Daniele Mathras Lena Frömbling Sertan Kabadayi Peter McGoldrick Mercedes Galan Mathieu Kacha Sally McKechnie Karine Gallopel-Morvan Selma Kadic Maglajlic Graeme McLean Edith Galy Michael Kaplan Kylie Mcmullan John Girond Ali Kara Nina Michaelidou Sarah Glozer Sheena Karangi Mayoor Mohan Artyom Golossenko Ella Karat Bhavya Mohan John Grable Wiebke Keller Lisa Monahan Philip Grant David Kerruish Matteo Montecchi Elaine Grech Seth Ketron Vida Morkunas Mitch Griffin Martin Key Stacey Morrison Francisco Guzman Sajid Khan Mona Mrad Alexander Haas Muhammad-Ali Khan Mekhail Mustak Kris Lindsey Hall Eva Kipnis Susan Myrden Wade Halvorson Theresa Kirchner Hana Na Bo Han Martin Klarmann Iman Naderi Chris Hand Gary Knight Brian Nagy Jianyu Hao Sarah Köcher Smitha Nair Fiona Harris Sören Köcher Anna Nappa Tina Harrison Jirka Konietzny Michael Obal Nicole Hartley Kaouther Kooli Christina O’Connor Nat Hartman Ioannis Kostopoulos Genevieve O’Connor Tracy Harwood Alena Kostyk Stephanie O’Donohoe Stephanie Hayden-Pane Joy Kozar Mauricio Ortiz Mario Hayek Nina Krey Elena Osadchaya Simon Hazée Gary H. Kritz Victoria-Sophie Osburg Anna-Bertha Heeris Kunal Kunal Sergio Osuna Christensen Werner Kunz Carmen Otero-Neira Sabrina Hegner Winston Kwon Adesegun Oyedele Claudia Henninger Sophie Lacoste-Badie Vandana Pareek Wookjae Heo Des Laffey Narang Park Dennis Herhausen Carmen Lages Ulrich Paschen Audur Hermannsdottir Effie Lagos Jeannette Paschen Marc Herz Pei-Chun Lai Zhi Pei Krista Hill Jungeun Lee Dikla Perez Ann Hindley Linda Lee Patsy Perry Dong Hoang Sheena Leek Maria Petrescu Maria Holmlund-Rytkönen Chih-Chin Liang Dan Petrovici Jonas Holmqvist Marcel Lichters Daniel Petzer Marianne Hooper Shuyu Lin Ian Phau David Houghton Kuo-Yi Lin Stephen Pirog Cheng-Chieh Hsiao Andrew Lindridge Christine Pitt Chao-Chin Huang Hongfei Liu Leyland Pitt Kendra Ingram Dong Liu Silvia Platania Björn Ivens George Lodorfos Wesley Pollitte Pramod Iyer Sarah Lord Ferguson Chatdanai Pongpatipat Anand Jaiswal Mauricio Losada Chris Raddats Fernando Jaramillo Ben Lowe Vahid Rahmani Rama Jayanti Jewon Lyu Rather Raouf
2019 AMS World Marketing Congress Reviewers xix Elva Resendez Shirway Siew Eric Van Steenburg Mignon Reyneke Claudia Simoes Joseph Vella Jeandri Robertson Reema Singh Debbie Vigar-Ellis Nichola Robertson Jose Ribamar Siqueira Rohini Vijaygopal Clarinda Rodrigues Nkosi Sithole Ricardo Villarreal Rocio Rodriguez Keith Smith Sylvia von Wallpach Marisabel Romero Jeffery Smith Kevin Voss Mei Rose Elin Brandi Sørensen Kathryn Waite Sanjit Kumar Roy Juan Carlos Sosa Varela Stacie Waites Subhadip Roy John Spillan Stephan Wallaschkowski Brian Rutherford Sridhar Sridhar Chih-Chien Wang Orsolya Sadik-Rozsnyai Mary Steffel Yong Wang Manny Said Vicky Story Hao Wang Sandeep Salunke Carola Strandberg Valerie Wang Sridhar Samu Odile Streed Janet Ward Sudipto Sarkar Jaebeom Suh Jeremy White Maria Sarmento Gillian Sullivan-Mort Stephen Wigley Carolin Scheiben Nguyen Tran Ria Wiid Bruno Schivinski Kearney Treasa Matthew Wilson Tali Seger Emily Treen Len Wright Rania Semaan Giang Trinh Yi-Chia Wu Kevin Shanahan Rohitkumar Trivedi Ruiliang Yan Nazuk Sharma Ting Hsiang Tseng Natalia Yannopoulou Duncan Sherese Ceren Turedi Atefeh Yazdanparast Yuying Shi Darach Turley Vignesh Yoganathan Chuan-Feng Shih Sven Tuzovic Wantao Yu Hyemi Shin Nektarios Tzempelikos Saman Zehra Hyun Ju Shin Ramaprasad Unni Michelle Zeng Kunio Shirahada Taylan Urkmez Miao Zhao
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 pro- fessoriate 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 by the Board of Governors in the spring of 1984 and by the general membership in 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 practi- cable conjunction. 2. Further the science of marketing throughout the world by promoting the con- duct 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 solu- tion 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 fellow’s 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. xxi
xxii Preface 9. Seek means for establishing student scholarships and professional university chairs in the field of marketing. 10. Offer fellows of the 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. Paris, France Felipe Pantoja Glassboro, USA Shuang Wu Glassboro, USA Nina Krey
Acknowledgments This book contains the full proceedings of the 2019 Academy of Marketing Science World Marketing Congress held in Edinburgh, UK. Gratitude and appreciation goes to the University of Edinburgh for cohosting the 22nd World Marketing Congress. Under the theme “Enlightened Marketing in Challenging Times,” this volume incorporates the essence of the “Scottish Enlightenment” by advancing progress and scientific method. With 300 years having passed since the defining era, its core values of rational debate, liberalism, and pursuit of knowledge are increasingly being challenged by a rapidly changing, globally shifting, and digitally-connected world. Indeed, marketers face complex challenges of social, political, economic, and technological nature. In response, research assesses strategies to remain authen- tic, launch relevant products, build meaningful relationships, and address diverse consumer interests. This congress and accompanying proceedings critically reflect and reframe the roles of marketing in incorporating and advancing ideals as well as actions of the Scottish Enlightenment within contemporary marketing theory and practice. The Academy of Marketing Science would like to recognize the individuals who have contributed to the success of the conference. Special acknowledgment goes to the conference co-chairs, Tina Harrison and Mary Brennan. Their incredible com- mitment and tireless effort greatly facilitated the coordination of this congress. Furthermore, a warm thank you to Shona Black and Charlotte Naylor for managing local arrangements. As always, track chairs’ contribution to the congress was essen- tial in managing the review process and organizing preliminary sessions. Finally, gratitude is extended to the AMS home office and all the volunteers who diligently work behind the scenes to ensure the success of the event. At this time, our continuous gratitude is also expressed to the Co-Directors of International Programs – Jay D. Lindquist, Barry J. Babin, and John B. Ford. We would like to specifically acknowledge Jay D. Lindquist for his tireless effort, exceptional commitment, and unceasing dedication over the past years. His service to AMS and the international conferences has truly shaped and developed the WMC to the successful event it is today. Thank you for your amazing work, Jay! xxiii
xxiv Acknowledgments Lastly, the Academy of Marketing Science extends sincere appreciation to all those who submitted their research and presented their ideas, contributed as review- ers and discussion leaders, and all others who volunteered to make the meeting a success. Thank you to all the attendees from around the world who made this con- gress another special AMS event. The 2019 Academy of Marketing Science World Marketing Congress would not have been possible without the support of these many individuals. Paris, France Felipe Pantoja Glassboro, USA Shuang Wu Glassboro, USA Nina Krey
Contents pplying Evolutionary Psychology in Navigating the A Standardization/Adaptation Debate in International Advertising�������������� 1 Lachezar Ivanov ruth, Half-Truth or Little White Lie? Exploring Public T Sentiment toward Advertising through Cartoon Analysis �������������������������� 9 Ria Wiid and Kerstin Heilgenberg he Impact of Culture on Humorous Ads: An Abstract������������������������������ 23 T Dragana Medic and Jean-Marc Decaudin arketing Web Trends: An Algorithm and Brand Equity M Nowcasting Application: An Abstract������������������������������������������������������������ 25 Stephen L. France and Yuying Shi rivacy or Personalization? Drivers, Deterrents and Moderators P of Consumers’ Willingness to Disclose Personal Data���������������������������������� 27 Teresa Fernandes and Nuno Pereira ig Data Analytics in Product Innovation Context: An Abstract���������������� 37 B Nick Hajli, Mina Tajvidi, Ayantunji Gbadamosi, and Waqar Nadeem ow Big Data Utilization Affect Firms Marketing-related H Strategies and Performance: An Abstract ���������������������������������������������������� 39 Itzhak Gnizy he Impact of Different Aspects of Perceived Authenticity T on the Tourist-Destination Relationship Quality: An Abstract�������������������� 41 Xi Fang, Kalliopi Chatzipanagiotou, and Cleopatra Veloutsou eceptive Use of the ‘Regionality’ Concept in Product Labelling: D An Abstract������������������������������������������������������������������������������������������������������ 43 Marc Herz and Adamantios Diamantopoulos xxv
xxvi Contents rand Heritage vs. Brand Nostalgia: Same Same, but Different?�������������� 45 B Stefanie Jensen, Martin Ohlwein, and Sebastian Burczyk I Feel Good: The Impact of Atmospherics General Interior Variables on Shopper Behavior: An Abstract ���������������������������������������������� 57 Maher Georges Elmashhara and Ana Maria Soares xpectations vs. Reality: Can Sensory Incongruence E Generate Positive Emotion and Behaviour in the Online Shopping Context? An Abstract �������������������������������������������������������������������� 59 Brendan Emmerson, Cathy Barnes, and Prithwiraj Nath I nfluencing Consumers’ Buying Behavior through Smell: An Abstract������������������������������������������������������������������������������������������������������ 61 Flor Esthela Morton Rodríguez hinking Creatively through Hands�������������������������������������������������������������� 63 T Jung Eun Lee and Nara Youn ocial Service Robots: What do we Know S and Where do we Go Next? An Abstract ������������������������������������������������������ 77 Daniela Berg, Nicole Hartley, and Linda Alkire (née Nasr) he Impacts of Restaurant Technology on Customer Dining T Experiences: The Moderating Role of Need for Interaction: An Abstract������������������������������������������������������������������������������������������������������ 79 Hsin-Hui (Sunny) Hu, Chi-Ting Chen, and Pei-Chun Lai ow can Firms Stop Negative Word-of-Mouth? A Typology H of Online Complainants: An Abstract������������������������������������������������������������ 81 Wolfgang J. Weitzl, Clemens Hutzinger, and Sabine A. Einwiller as Luxury Consumption Something to do with Fear and Love?�������������� 83 H Caner Cesmeci and Sebnem Burnaz illennial Consumer’s on Instagram: Implications for Luxury M Brands vs. Celebrity Influencers: An Abstract �������������������������������������������� 97 Lauren Copeland and Jewon Lyu The Elephant in the Room: An Abstract������������������������������������������������������� 99 Mikko Hänninen omponents of Customer Experience and their Impact C on Co-created Value: An Abstract������������������������������������������������������������������ 101 Ozge Demir an Someone Become Like Someone Else by Eating his C or her Leftovers? Analyzing the Perceived Transmission of Personality Traits through Leftovers: An Abstract���������������������������������� 103 Larissa Diekmann
Contents xxvii ports Marketing Special Session: Youth Sport Participation S and Youth Olympic Games: An Abstract������������������������������������������������������ 105 Anahit Armenakyan ports Marketing Special Session: Cricket S in the North: The Impact of Sports Participation and Sponsorship on Immigrant Social Inclusion and Fostering Welcoming Communities: An Abstract �������������������������������� 107 Natalya Brown, Anahit Armenakyan, and Ankur Shahi ports Marketing Special Session: S Ice Hockey Consumers: Who Cares about Women Recreational Players? An Abstract���������������������������������������������������������������� 109 Denyse Lafrance Horning ports Marketing Special Session: Enlightened Learning S in Sport Marketing: An Abstract�������������������������������������������������������������������� 111 Denyse Lafrance Horning A Multiple-Item Dimensional Scale for Measuring Store Equity �������������� 113 Johara Al Assafe and Abdullah M. Alhidari rand Strength’s Nomological Net and Dimensional Dynamics: B An Abstract������������������������������������������������������������������������������������������������������ 127 Walter Wymer and Riza Casidy ow Firms Achieve Technology Readiness for IoT Adoption? H Views from Market Orientation and Adaptive Capability: An Abstract������������������������������������������������������������������������������������������������������ 129 Yu-Xiang Yen rom the Stone Age to our Digital Age: A Theoretical F Explication of the Historical Development of International Distribution: An Abstract�������������������������������������������������������������������������������� 131 Charles Ingene and Jie G. Fowler trategic Responses to Dynamic Changes: The Roles of Agility S and Ambidexterity in International Marketing: An Abstract �������������������� 133 Yoel Asseraf and Aviv Shoham he Underlying Sources of OI-IO’s Strategic T Approaches and International Marketing: An Exploratory Qualitative Study: An Abstract���������������������������������������������������������������������� 135 Yoel Asseraf and Aviv Shoham he Interplay between Market, Innovativeness, Learning, T and Entrepreneurial (MILE) Strategic Orientations and Export Performance: A Configurational Perspective Using fsQCA: An Abstract������������������������������������������������������������������������������ 137 Dalia Velan and Aviv Shoham
xxviii Contents Startups and Country of Origin Positioning Strategy: An Abstract ���������� 139 Marco Faldini and Carlos E. Lourenço pecial Session: Relationship Intelligence: Affordance S of AI in Practice: An Abstract������������������������������������������������������������������������ 141 Rodrigo Perez-Vega, Paul Hopkinson, Aishwarya Singhal, and Kathryn Waite pecial Session: Corporate Social Responsibility and AI: S The Case of Fashion: An Abstract������������������������������������������������������������������ 143 Patsy Perry, Rachel Ashman, and Iain Duncan Stalker I ’m not Thrilled about my Colonoscopy: Assessing Sentiment and Emotions from Social Media Posts: An Abstract���������������������������������� 145 Christine Pitt, Ian McCarthy, Mila Lazarova, Ria Wiid, and Kerstin Heilgenberg esigned to Spread the Message? Generation Y’s Perception D of Using Social Media for Healthcare Marketing: An Abstract������������������ 147 Jeandri Robertson and Caitlin Ferreira he Impact of Anti-Sugar Public Health Campaigns T on Implicit Attitudes: An Abstract ���������������������������������������������������������������� 149 Michael Kaplan, Raeesah Chohan, David Rosenstein, and Mark Drummond oral Identity in Retail Markets: An Abstract�������������������������������������������� 151 M Ioannis Krasonikolakis aking the Unknown Known: Using I-poems in Qualitative M Marketing Research: An Abstract������������������������������������������������������������������ 153 Julie Robson and Caroline Burr easurement and Implications of Experiential Retail: M An Abstract������������������������������������������������������������������������������������������������������ 155 James Reardon, Anita Radon, and Daniel Brannon orporate Sustainability Crisis Management: C A Conceptual Framework������������������������������������������������������������������������������ 157 Guido Grunwald and Jürgen Schwill hen Will Going Green Enhance Firm Performance?: W An Abstract������������������������������������������������������������������������������������������������������ 171 Tanawat Hirunyawipada and Yue Pan elieve to Go the Extra Mile: Exploring the Influences B of Internal CSR Initiatives on Service Employee Organizational Citizenship Behavior: An Abstract���������������������������������������������������������������� 173 Haw-Yi Liang, En-Yi Chou, and Jiun-Sheng Chris Lin
Contents xxix essage Framing in CSR Communication: An Abstract���������������������������� 175 M Boris Bartikowski and Guido Berens elf-deservingness and Satisfaction in Co-creative S Customer-Brand Relationships: An Abstract������������������������������������������������ 177 Samantha McEvedy, Gillian Sullivan-Mort, Susan Paxton, and Clare D’Souza Research Framework for Analyzing Customer Journeys A in the Digital Age: An Abstract ���������������������������������������������������������������������� 179 Benedikt Lindenbeck pecial Session: A Bibliometric Review on the Role of E-Commerce S for Firms’ International Growth: An Abstract �������������������������������������������� 181 Riccardo Resciniti, Michela Matarazzo, and Federica De Vanna pecial Session: Sociodemographic Antecedents S of Psychological Flow: Evidence from Outdoor Adventure Tourism: An Abstract ������������������������������������������������������������������ 183 Cesare Amatulli, Alessandro M. Peluso, Luca Petruzzellis, and Gianluigi Guido etting the Most from Omnichannel Management Strategy: G Special Session: Best Articles from the Italian Marketing Association: An Abstract�������������������������������������������������������������� 185 Valeria Belvedere and Annalisa Tunisini pecial Session: Luxury Consumer Perceptions S of Brand Charisma: An Abstract�������������������������������������������������������������������� 187 Nicholas J. Ashill, Rania W. Semaan, and Paul Williams pecial Session: Drivers of Female Luxury Consumption S in the Gulf Region: An Abstract �������������������������������������������������������������������� 189 Rania W. Semaan, Valerie Lindsay, Paul Williams, and Nicholas J. Ashill pecial Session: Investigating Pre-Loved Luxury S Brand Consumption: An Abstract������������������������������������������������������������������ 191 Yunjie Lu, Cleopatra Veloutsou, and Katherine Duffy he Role of Employee Attachment in Creating Service Climate: T A Low-Skilled Workers’ Perspective: An Abstract�������������������������������������� 193 Ines Branco-Illodo, Lisa Qixun Siebers, Linda Lee, and Fei Li ode-Switching in Advertising to Ethnic Bilingual Minorities: C The Case of Health Care Services������������������������������������������������������������������ 195 Olga Kvasova and John Buffington Legitimacy of Negative Online Customer Engagement: An Abstract�������� 205 Kathryn Waite, Nurdilek Dalziel, and Tina Harrison
xxx Contents rand Spillover within the Insurance Ecosystem: An Abstract������������������ 207 B Julie Robson, Jillian Farquhar, and Samreen Ashraf uilding Legitimacy for CSR in Banking through Marketing B Communications: Enlightenment from Sub-Saharan Africa: An Abstract������������������������������������������������������������������������������������������������������ 209 Linda Deigh, Jillian Farquhar, and Julie Robson ecision Delegation and Trust: Insights from Financial Services: D An Abstract������������������������������������������������������������������������������������������������������ 211 Sanjit K. Roy, James F. Devlin, Harjit Sekhon, and Xuemei Bian ecoding User-Generated Images as a New Genre of eWOM: D An Abstract������������������������������������������������������������������������������������������������������ 213 Shuyu Lin xamining the Strategic Alignment Effect Between Strategic E Orientation and Market Orientation on Business Performance ���������������� 215 Hui-Ling Huang, Yue-Yang Chen, and Shang-Wen Chuang ealing with Ambiguity in Online Customer Reviews: D The Topic-Sentiment Method for Automated Content Analysis������������������ 227 Edward Boon and Elsamari Botha ation Brands in Expert Electronic Word-of-Mouth: An Abstract������������ 239 N Zixuan “ Mia” Cheng, Chatdanai Pongpatipat, and Leyland Pitt n Adaptation of the Source Credibility Model A on Social Influencers: An Abstract���������������������������������������������������������������� 241 Klaus-Peter Wiedmann and Walter von Mettenheim ndorser Credibility and Psychological Ownership E in the Social Media-Based Influencer Marketing Context: An Abstract������������������������������������������������������������������������������������������������������ 243 Mandy Pick oes Positive E-WOM Always Improve Firm’s Performance? D Evidences from Emerging Markets: An Abstract���������������������������������������� 245 Ronaldo Pereira Nunes and José Marcos Carvalho de Mesquita eterminants of the Marketing Budget Allocation D Process across Countries Using Artificial Neural Network Classification: Japan, Germany, United States: An Abstract���������������������� 247 David J. Smith I mproving Exporting through Innovating in the Developing Country Context: An Abstract������������������������������������������������������������������������ 249 Cheryl Nakata
Contents xxxi roduct Adaptation for Rural Markets: A Social Relations P Approach: An Abstract������������������������������������������������������������������������������������ 251 G. Sridhar, Vaibhav Chawla, and Teidor Lyngdoh I ntegration of Geddesian Town Planning Theory into Marketing: An Interdisciplinary Approach for Bottom of Pyramid Market: An Abstract������������������������������������������������������������������������������������������������������ 253 Ayush Chaudhary and Varisha Rehman oes Capability Increase Firm Performance at All Times? D An Assessment of Firm Involvement Capability: An Abstract�������������������� 255 Thomas Anning-Dorson he Customers’ Role in Service Recruitment T and Retention in the Sharing Economy: An Abstract���������������������������������� 257 Daniel J. Petzer and Estelle van Tonder ustomer Channel Adoption and Migration Behavior C in an Extensive Channel Environment: An Abstract������������������������������������ 259 Yuying Shi and Chris Myer rand and Market Orientations Linkage with Firm Performance: B Towards a Hybridised Conceptual Framework: An Abstract �������������������� 261 Linda Narh, Mahmoud A. Mahmoud, Ernest Y. Tweneboah-Konduah, and Raphael Odoom ynamic Pricing and Shopping Cart Abandonment D in Online Retail: An Abstract������������������������������������������������������������������������� 263 Mikko Hänninen and Carl-Philip Ahlbom n Extension of Consumers’ Green Consumption Value A to Financial Life: An Abstract������������������������������������������������������������������������ 265 Heejung Park he Ultimate Marketing Challenge: Understanding T Environmentally Conscious Consumer Behaviour and the Role of Environmental Concern: An Abstract����������������������������������������������������������� 267 Treneya Reddy and Debbie Ellis Review of Organic Produce Purchasing in Canada: An Abstract�������������� 269 Taylor Hummel and Anahita Baregheh iffering Impacts of Price Pressure and Innovation Pressure: D An Abstract������������������������������������������������������������������������������������������������������ 271 R. Mohan Pisharodi and Ravi Parameswaran vercoming Territorial Tensions in Servitized Networks: O An Abstract������������������������������������������������������������������������������������������������������ 273 Judy Zolkiewski, Jamie Burton, Vicky M. Story, Chris Raddats, Tim Baines, and Dominic Medway
xxxii Contents he Role of Luxury Consumption Motivations in Luxury Brand T Communication: An Abstract ������������������������������������������������������������������������ 275 Cesare Amatulli, Matteo De Angelis, and Carmela Donato nderstanding the Marketing Anatomy of the Modern U Menswear Fashion Brand: An Abstract�������������������������������������������������������� 277 Julie McColl and Christopher Moore he Influence of Customer Involvement in Data Analytics T on Innovation: An Abstract���������������������������������������������������������������������������� 279 Haisu Zhang and Yazhen Xiao he Effectiveness of Specific Go-to-Market Strategies T for Digital Innovation Adoption: An Abstract���������������������������������������������� 281 Monika C. Schuhmacher, Elisa Konya-Baumbach, Sabine Kuester, and Victoria Kuharev ocial Power and Entrepreneurial Action: An Abstract������������������������������ 283 S Sherese Y. Duncan Cross-National Investigation of Students’ Views of International A Marketing/Business Topics and their Preferred Learning Methods: An Abstract�������������������������������������������������������������������������������������� 285 Ali Kara, Alma Mintu-Wimsatt, John Spillan, Long Zhang, and Carlos Ruiz wo Birds, One Survey: Experiential Learning by Students T and Faculty Using a Marketing Research Module: An Abstract���������������� 287 Jessica Hoppner and Betsy Tretola he Impact of Gamification on Learner Engagement, T Enjoyment and Performance: An Abstract �������������������������������������������������� 289 Taylan Yalcin, Ekin Pehlivan, and Cristina Nistor xploring the Construction of Crib Sheets: An Abstract���������������������������� 291 E John Bredican, Jayne Heaford, Anouk de Regt, and Kirk Plangger pecial Session: Why Multicultural Marketing is No Longer S Enough for the Rainbow Nation: Conceptualising the Role of Marketing in Intercultural Relations in Post-Colonial Contexts: An Abstract�������������������������������������������������������������������������������������� 293 Lizette Vorster, Eva Kipnis, Gaye Bebek, and Catherine Demangeot pecial Session: Examining Implications of Marketing S (mis)Representation on Wellbeing of Consumers with Disabilities: A Cross-Cultural Comparison: An Abstract ������������������������������������������������ 295 Shauna Kearney, Eva Kipnis, and Ian Brittain
Contents xxxiii pecial Session: Examining the Effects of Multicultural S Integrated Advertising Message Framing on Perceived Benefits of Multiculturalism: An Abstract������������������������������������������������������������������������ 297 Eva Kipnis, Chris Pullig, Catherine Demangeot, Cristina Galalae, Julie Emontspool, Oscar Ybarra, and Kimberly Rios he Highs and Lows of Consumer Expectations in Relation T to Commercial Weight-Loss Programs: An Abstract ���������������������������������� 299 Samantha McEvedy, Gillian Sullivan-Mort, Susan Paxton, and Clare D’Souza I mportance of Self-Control in Facilitating Healthy Food Purchasing Behaviour Despite Cue Disruption: An Abstract������������������������������������������ 301 Sarah Jane Flaherty, Mary B. McCarthy, Alan M. Collins, Claire McCafferty, and Fionnuala M. McAuliffe ustainable Food Consumption: The Influence of Governmental S Assistance Programs on Low-Income Consumers’ Decision-Making: An Abstract������������������������������������������������������������������������ 303 Heejung Park and Matthew Lunde erception of Digitalization across a Typology of Consumer P Behavior: An Abstract ������������������������������������������������������������������������������������ 305 Oliver Gansser and Carsten D. Schultz hen Social-Recognition Trumps Financial Incentives W as Desired Currency: An Abstract������������������������������������������������������������������ 307 Kerry T. Manis ate is Such a Strong Word… Or is it? An Abstract������������������������������������ 309 H Aslı Kuşçu rand Hate and Non-Repurchase Intention: B The Mediator Role of Word-of-Mouth: An Abstract������������������������������������ 311 Marco Cioppi, Ilaria Curina, Barbara Francioni, Sabrina M. Hegner, and Elisabetta Savelli pecial Session: How does Marketing Fit in the World? S Questions of Discipline Expertise, Scope, and Insight: An Abstract���������� 313 Martin Key, O.C. Ferrell, Leyland Pitt, Jan Kietzmann, and Sarah Lord Ferguson ugmented Reality: What Motivates Late Millennials A towards Fashion Mobile Apps?���������������������������������������������������������������������� 315 Mafalda Teles Roxo and Pedro Quelhas Brito I s an Airport Like any Other Mall? Identification of Passengers’ Activities Patterns in an International Airport �������������������������������������������� 329 Victor Mejía, Philippe Luu, Mantiaba Coulibaly, Djamila Elidrissi, and Alain Simard
xxxiv Contents ultural Effects: Consumption Choice and Subjective C Well-Being of Consumers in Emerging Markets: An Abstract�������������������� 343 Gregory Kivenzor elf-Construal and Green Behaviors: A Study of Young S American and Japanese Consumers: An Abstract �������������������������������������� 345 Alexander Muk and Christina Chung nderstanding Chinese Consumers’ and Chinese Immigrants’ U Purchase Intentions toward Global Brands with Chinese Elements: The Moderating Role of Acculturation: An Abstract ���������������������������������� 347 Michel Laroche, Marie-Odile Richard, and Muxin Shao olutions Salesperson’s Problem Solving Approaches: S An Exploration from the Customer’s Perspective: An Abstract ���������������� 349 Sreedhar Madhavaram, Vishag Badrinarayanan, Radha Appan, and Indu Ramachandran alesperson’s Resilience and its Effect on Sales Performance S in the Presence of Ambiguity-Based Role Stress and the Interplay with Proactivity: An Abstract������������������������������������������ 351 Sebastian Pyka and Cornelia Zanger aking Sense of Online Reviews: A Machine Learning Approach: M An Abstract������������������������������������������������������������������������������������������������������ 353 Dana E. Harrison and Haya Ajjan he Three-Component Multidimensional Model T of Self-Image Congruence: An Abstract�������������������������������������������������������� 355 Magdalena Kolańska, Oleg Gorbaniuk, and Michał Wilczewski Case for Fat: How Increasing Dietary Fat A (and Decreasing Carbohydrates) Can Treat Cancer, Obesity, and Heart Disease and why Marketers Should Care: An Abstract������������ 357 Julie Guidry Moulard and Shannon Rinaldo “ How Often Do Your Kids Have Fast Food for Lunch?” Gaining Insights when Marketing a Sensitive Product to a Vulnerable Target Group: An Abstract�������������������������������������������������� 359 Fabian Nindl and Cordula Cerha The Professor Brand: An Exploratory Study: An Abstract������������������������ 361 Adele Berndt and Darko Pantelic rand Purpose: Perspectives and Purchase Behaviour B of Generation Z: An Abstract ������������������������������������������������������������������������ 363 Julie McColl and Elaine Ritch
Contents xxxv ake News and the Willingness to Share: The Role of Confirmatory F Bias and Previous Brand Transgressions: An Abstract�������������������������������� 365 Kelly Weidner, Frederik Beuk, Anjali Bal, and Zhen Zhu mergence of Social Power in Business to Business Relationships: E An Abstract������������������������������������������������������������������������������������������������������ 367 Sherese Y. Duncan I s Transparent Cost Always Good? Different Effects of Cost Transparency on Consumer Perceptions by Retail Price and Product Type: An Abstract������������������������������������������������������������ 369 Sojin Jung, Hyeon Jeong Cho, and Byoungho Ellie Jin ow Brand Empowerment Strategies Affect Consumer Behavior: H From the Psychological Ownership Perspective: An Abstract�������������������� 371 Songyee Hur and Sejin Ha xploring Customers’ Motives to Engage in Value Co-creation: E An Abstract������������������������������������������������������������������������������������������������������ 373 Sanjit K. Roy, Gaganpreet Singh, and Harjit Sekhon Motivation Account of Co-creation Effect: A The Role of Regulatory Focus on Consumer Willingness to Pay for Co-creation Activities: An Abstract���������������������������������������������������������� 375 Tang Yao, Lan Xia, and Qiuying Zheng he Missing Link: Where Does Value Fit in the Picture: T An Abstract������������������������������������������������������������������������������������������������������ 377 Brian L. Bourdeau, J. Joseph Cronin Jr, Christopher D. Hopkins, Duane M. Nagel, and Colleen Bourdeau xploring Destination Image of Outlying Island Agriculture E from Service-Dominant Logic Perspective: An Abstract ���������������������������� 379 Jia-Wei Tang, Tsuen-Ho Hsu, and Ming-Lun Chen ediating Effect of Ad Scarcity and Attention on Recall M for Ephemerality in Marketing: An Abstract������������������������������������������������ 381 Hitmi Khalifa Alhitmi, Jake Ansell, and Ben Marder ‘ No to Modern Football’: The Digitized Amplification of Collaborative Glocalization among Extreme Fan Communities: An Abstract������������������������������������������������������������������������������������������������������ 383 Dave Alton and Stephen R. O’Sullivan redicting Engagement Generated by Digital Interactions: P An Abstract������������������������������������������������������������������������������������������������������ 385 Karla Barajas-Portas
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