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