Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?: Proceedings of the 2015 Academy of Marketing Science (AMS) Annual Conference

877 Pages·2016·42.57 MB·English

by  Kacy K. Kim (eds.)

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Kacy K. Kim Editor
Celebrating America’s
Pastimes: Baseball,
Hot Dogs, Apple Pie
and Marketing?
Proceedings of the 2015 Academy
of Marketing Science (AMS) Annual
Conference
Celebrating America’s Pastimes:
Baseball, Hot Dogs, Apple Pie and Marketing?
Developments in Marketing Science:
Proceedings of the Academy
of Marketing Science
More information about this series at h ttp://www.springer.com/series/13409
Kacy K. Kim

Editors
Celebrating America’s
Pastimes: Baseball,
Hot Dogs, Apple Pie
and Marketing?
Proceedings of the 2015 Academy
of Marketing Science (AMS)
Annual Conference
Editor
Kacy K. Kim
Love School of Business
Elon University
Elon , NC , USA
ISSN 2363-6165 ISSN 2363-6173 (electronic)
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISBN 978-3-319-26646-6 ISBN 978-3-319-26647-3 (eBook)
DOI 10.1007/978-3-319-26647-3
Library of Congress Control Number: 2015957039
Springer Cham Heidelberg New York Dordrecht London
© Academy of Marketing Science 2016
T his work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of
the material is concerned, specifi cally the rights of translation, reprinting, reuse of illustrations, recitation,
broadcasting, reproduction on microfi lms 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.
T he use of general descriptive names, registered names, trademarks, service marks, etc. in this publication
does not imply, even in the absence of a specifi c statement, that such names are exempt from the relevant
protective laws and regulations and therefore free for general use.
T he 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, express or implied, with respect to the material contained herein or for any errors
or omissions that may have been made.
Printed on acid-free paper
S pringer International Publishing AG Switzerland is part of Springer Science+Business Media
(www.springer.com)
Conference Co-chairs:
Angeline Close Diana L. Haytko
University of Texas at Austin Florida Gulf Coast University
AMS OFFICERS (2014–2016)
President Vice President for Development
Linda Ferrell Michael Ewing
Belmont University, USA Deakin University, Australia
Executive Vice President/Director Secretary/Treasurer
Harold W. Berkman Lauren Beitelspacher
University of Miami, USA Portland State University, USA
President-Elect Co-chairs, Board of Governors
Adilson Borges Joseph F. Hair, Jr.
NEOMA Business School, France Kennesaw State University, USA
Immediate Past President Barry J. Babin
Victoria Crittenden Louisiana Tech University, USA
Babson College, USA
Co-directors of International
Vice President for Publications Programs
O.C. Ferrell Jay D. Lindquist
Belmont University, USA Western Michigan University, USA
Vice President for Programs Barry J. Babin
Julie Guidry Moulard Louisiana Tech University, USA
Louisiana Tech University, USA
Director of Consortia
Vice President for Membership— Greg Marshall
North America Rollins, USA
Angeline Close
University of Texas at Austin, USA Associate Directors for Programs
Brad D. Carlson
Vice President Saint Louis University, USA
for Membership—International
Nicholas Paparoidamis D. Todd Donavan
IESEG School of Management, France Colorado State University, USA
v
vi
AMS BOARD OF GOVERNORS (2014–2016)
Barry J. Babin Leyland Pitt
Louisiana Tech University, USA Simon Fraser University, USA
Co-chair (2010–2016) (2010–2016)
Joseph F. Hair, Jr. Rosann Spiro
Kennesaw State University, USA Indiana University, USA (2012–2018)
Co-chair (2012–2018)
Adel El-Ansary
Gérard Cliquet University of North Florida, USA
Université de Rennes, France (2014–2020)
(2010–2016)
Linda Price
John B. Ford University of Arizona, USA
Old Dominion University, USA (2014–2020)
(2012–2018)
Bodo Schleglmilch
Michel Laroche Vienna University of Economics and
Concordia University, Canada Business Administration, Austria
(2012–2018) (2014–2020)
James R. Lumpkin Eli Jones
University of Texas at Tyler, USA University of Arkansas, USA
(2010–2016) (2014–2020)
2015 AMS Annual Conference: Track Chairs
New Products and Innovation Integrated Brand Promotion
Philip Hartley and Marketing Communication
Georgia Gwinnett College Kate Pounders
University of Texas at Austin
Luis Torres
Georgia Gwinnett College Robert Lewis
University of Texas at Austin
B2B, Channels and Relationship
Marketing Consumer Behavior and Services
Lou E. Pelton Anjala Krishen
University of North Texas University of Nevada, Las Vegas
Stephen W. Wang Ereni Markos
National Taiwan Ocean University, Taiwan Suffolk University
vii
Retailing and Pricing Experiential and Sport Marketing
Nancy Ridgway Dipayan Biswas
University of Richmond University of South Florida
Monika Kukar-Kinney Christian Germelmann
University of Richmond University of Bayreuth, Germany
Sales and Sales Management Marketing Research and
Jim Zboja Methodology
University of Tulsa Kevin J. Shanahan
Mississippi State University
Ralph Jackson
University of Tulsa
Doctoral Colloquium
John B. Ford
Social Media and Digital Marketing
Old Dominion University
Debra Zahay-Blatz
Aurora University Altaf Merchant
University of Washington Tacoma
Janna Parker
Georgia College and State University
Mary Kay Inc. Doctoral Dissertation
Competition
International Marketing
Lauren Beitelspacher
James Kelley
Portland State University
St. Joseph’s University
Mike Brady
Arne Baruca
Florida State University
Sacred Heart University
Mike Hartline
Marketing Education Florida State University
Steve Hartley
University of Denver Lamb-Hair-McDaniel
AMS Outstanding Marketing
Don Bacon
Teacher Competition
University of Denver
Anne Roggeveen
Babson College
Ethics, CSR, and Public Policy
Andrea Tangari Madhu Viswanathan
Wayne State University University of Illinois at
Urbana-Champaign
William Jones
University of South Dakota Curt Haugtvedt
Ohio State University
Marketing Strategy
Khaled Aboulnasr Special Session Submissions
Florida Gulf Coast University Adam J. Mills
Simon Fraser University/Babson
Stephanie Geiger Oneto
College
University of Wyoming

Pref ace
T he Academy of Marketing Science was founded in 1971, held its fi rst 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-
fessorate has been a key factor in attracting the discipline’s best and brightest from
all over the world.
T he 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, defi ne the mission of the Academy as follows:
1 . P rovide leadership in exploring the normative boundaries of marketing, while
simultaneously seeking new ways of bringing theory and practice into practi-
cable conjunction.
2 . F urther 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 fi rms 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
placement 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 . P rovide 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.
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