Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era: Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference

821 Pages·2016·50.33 MB·English

by  Michael W. Obal

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Michael W. Obal
Nina Krey
Christian Bushardt
Editors
Let’s Get Engaged!
Crossing the
Threshold of
Marketing’s
Engagement Era
Proceedings of the 2014 Academy of
Marketing Science (AMS) Annual Conference
Developments in Marketing Science: Proceedings
of the Academy of Marketing Science
More information about this series at h ttp://www.springer.com/series/13409

Michael W. Obal • Nina Krey
Christian Bushardt
Editors
Let’s Get Engaged! Crossing
the Threshold of Marketing’s
Engagement Era
Proceedings of the 2014 Academy
of Marketing Science (AMS)
Annual Conference
Editors
Michael W. Obal Nina Krey
Department of Marketing Louisiana Tech University
Temple University Ruston, LA, USA
Philadelphia, PA , USA
Christian Bushardt
Louisiana Tech University
Ruston, LA, USA
ISBN 978-3-319-11814-7 ISBN 978-3-319-11815-4 (eBook)
DOI 10.1007/978-3-319-11815-4
Library of Congress Control Number: 2015958669
Springer Cham Heidelberg New York Dordrecht London
© Academy of Marketing Science 2016
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Contents
Instilling a Desire to Learn: The Importance of a Well
Designed Course .............................................................................................. 1
Anne L. Roggeveen
Digital Natives and the University Classroom and Beyond:
Prompting Analysis, Personal Expression, and Ongoing Discourse .......... 3
Curtis P. Haugtvedt
Curricular Innovations at the Intersection of Subsistence
and Sustainability............................................................................................ 5
Madhu Viswanathan
Mental Imagery and Its Determinants as Factors
of Consumers Emotional and Behavioral Responses:
Situation Analysis in Online Shopping ......................................................... 9
Aurély Lao
Online International Outshopping Experience:
Proposition of a Research Model ................................................................... 11
Benjamin Boeuf and Sylvain Sénécal
How Can an Assortment Be Reduced Without Changing
the Perception of Variety? A Study of the Isolated Effects
of Assortment Breadth and Depth ................................................................. 13
Yolande Piris
An Interactive Session with Top Reviewers .................................................. 15
Charles Ingene , Bulent Mengüç , and Linda Price
Global Growth in International Sport: A Niche Portfolio Strategy ........... 17
Joe Cobbs , Jonathan Jensen , and Mark Groza
v
vi Contents
Practices of Business Sustainability: Models and Cases ............................. 19
Göran Svensson , Juan Carlos Sosa-Varela , Nils Hogevold ,
Carmen Padin , Carlos Ferro , Beverly Wagner , Daniel Petzer ,
and H. B. Klopper
Videos for Marketing and Patient Education on Chinese Hospitals’
Web Sites .......................................................................................................... 21
Edgar Huang , Tianjiao Liu , and Jing Wang
Interactive E-Health Tools for Patients on Chinese Hospitals’
Web Sites .......................................................................................................... 33
Edgar Huang , Jing Wang , and Tianjiao Liu
When Does the Value of Compensation Matter in Service Recovery? ...... 35
Silke Bambauer-Sachse and Landisoa E. Rabeson
Re-engineering the Brand Portfolio Following Mergers
and Acquisitions (M&A): A Conceptual Framework ................................. 41
Mahabubur Rahman and Mary Lambkin
Investigating Global and Traditional Hispanic Culture
in Hispanic TV Advertisements ..................................................................... 47
Adesegun Oyedele
Is Our Understanding of Other-Emerging Markets Blurred
by Bric-focused Market Characteristics? Sheth Revisited.......................... 49
Adesegun Oyedele
An Examination of Cultural Influences in Green Environmental
Behaviour in India and the United States ..................................................... 51
Bashar S. Gammoh , Anthony C. Koh , Sam C. Okoroafo ,
and Mark Gleim
Developing a Brand Talkativeness Scale ....................................................... 53
Nina Michaelidou , George Christodoulides , and Uygar Kilic
Oops! I Did It Again: Are Some Firms Less Likely
to Encounter a Product-Harm Crisis? .......................................................... 57
Saim Kashmiri and Jacob Brower
The Impact of Comparative Affective States on Online Brand
Perceptions: The Moderating Role of Cultural Dimensions ....................... 59
Nikoletta-Theofania Siamagka , George Christodoulides ,
and Nina Michaelidou
The Impact of Other-Focused Loyalty Program on Hedonic
Consumption and Emotional Branding: Implications
for Cross-Cultural Study ................................................................................ 63
Wootae Chun
Contents vii
Main Psychological Sequence of Responses Linked
to the Consumer’s Use of an e-Vendor’s Recommender ............................. 69
Francisco J. Martínez-López , Irene Esteban-Millat , Ana M. Argila ,
and Francisco Rejón-Guardia
Rival Team Influence on Team Identification
and Cause-Related Sports Marketing ........................................................... 71
Bridget Satinover Nichols , Joe Cobbs , and David Raska
A Meta-Analysis on Export Promotion Programs: New Outcomes ........... 73
Dafnis N. Coudounaris
International Marketing Capabilities: The Roles of Organizational
Un-inertia and Strategic Flexibility ............................................................... 75
Yoel Asseraf and Aviv Shoham
Luxury Branding in Emerging Markets ....................................................... 77
Beate Stiehler and Linda W. Lee
On the Service Quality and Satisfaction Relationship:
The Moderating Role of Consumer Entitlement .......................................... 79
James J. Zboja , Mary Dana Laird , and Adrien Bouchet
Students’ Flow Experiences in Virtual Learning Environments:
A Consumer Behaviour Perspective .............................................................. 81
Irene Esteban-Millat , Francisco J. Martínez-López ,
Juan Carlos Gázquez- Abad , Francisco Rejón-Guardia ,
Antoni Messeger-Artola , and Inma Rodríguez-Ardura
Can “Real” Men Consume Ethically? How Ethical Consumption
Leads to Unintended Observer Inferences ................................................... 83
Jingzhi Shang and John Peloza
Mobile Phone Satisfaction: An Examination of Antecedents
and Consequences ........................................................................................... 89
Atefeh Yazdanparast and Gina A. Tran
Cultural Differences in Consumer Response to Nostalgic
Advertising: An Extended Abstract .............................................................. 91
Altaf Merchant , John B. Ford , Christian Dianoux ,
and Jean-Luc Hermann
The Influence of Sales Force Technology Use on Performance:
The Study of Mediating and Moderating Effects ......................................... 93
Rocío Rodríguez and Sergio Román
Make Them Pay! Understanding Consumer Participation
in Crowdfunding ............................................................................................. 95
Benjamin Boeuf and François Durivage
viii Contents
A Scale for Measuring Consumers’ Ethical Perceptions
of Social Media Research ............................................................................... 97
Nina Michaelidou , Caroline Moraes , and Milena Micevski
Governance Strategy for the Social Relationships Between Alumni
and Their Alma Mater .................................................................................... 101
Junhong Min , Madhav N. Segal , and M. Deniz Dalman
Beyond Information: How Consumers Use Online Reviews
to Manage Social Impressions ........................................................................ 103
Chatdanai Pongpatipat and Yuping Liu-Thompkins
An Empirical Investigation of Specific Uncertainties
in the Distribution of Products from Renewable Resources ....................... 105
Sebastian Ludorf and Waldemar Toporowski
Choosing a Mode of Political Marketing Strategy:
Voter or Brand Identity Orientation ............................................................. 107
T. J. Weber
Look Once, Look Twice: Measuring the Effects
of Advertising Polysemy on Branding ........................................................... 109
Anshu Saxena Arora , Jun Wu , and Amit Arora
How Delisting All National Brands in a Given Assortment
Impacts on Consumers’ Store Switching Intentions .................................... 115
Juan Carlos Gázquez-Abad , Francisco J. Martínez-López ,
Irene Esteban- Millat , Juan Antonio Mondéjar-Jiménez ,
and Francisco Rejón-Guardia
The Effect of Market Orientation on Performance of Private
Hospitals: The Pivotal Role of the Marketing Function .............................. 117
Dilaver Tengilimoglu , E. Asuman Atilla , and Türkan Dursun-Kilic
Weekly Wine Consumption and Consumer Response
to Price Information........................................................................................ 119
David Priilaid , Heleen Mills , Karen Robson , and Leyland Pitt
I Want to ‘Share’ This Sexy Ad But My Boss Is Watching:
Investigation into Behavior Associated with the Online Multiple
Audience Problem ........................................................................................... 121
Ben Marder , David Houghton , Adam Joinson , and Avi Shankar
Curve45: An Inflection-Point-Bound Function ............................................ 127
John R. Dickinson
Marketing Competencies Based M&A Framework .................................... 129
Wei Hua
Contents ix
Customer Acquisition and Customer Retention
in a Monopolistically Competitive Industry ................................................. 131
Gerasimos Lianos and Sloev Igor
Evaluation of the Cognitive Effectiveness on Social Media
Advertising Formats ....................................................................................... 133
Francisco Rejón-Guardia , Francisco J. Martínez-López ,
Irene Esteban- Millat , and Juan Carlos Gázquez-Abad
What Are Product Bundles and How to Bundle Products .......................... 135
Kuei-Feng Chang and Hao-Wei Yang
Applying ISM to Construct a Value-Based Decision Model ....................... 141
Kuei-Feng Chang and Hao-Wei Yang
It Is Counterfeits that Consumers Love!? Exploring
the Phenomenon in the Digital Environment ............................................... 147
Barbara Stoettinger and Ludovica Cesareo
Investigating Overall Restaurant Image: Generalizing the Triggering
Mechanism to Multiple Casual Sit Down Restaurants ................................ 149
Jennifer A. Espinosa and David J. Ortinau
App Engagement: The Influence of Intrinsic and Extrinsic
Motivation on Downloading Apps ................................................................. 155
Abdullah Alhidari
Toward an Understanding of Ethnic Consumers’ Conservation
Behavior: The Case of Hispanics ................................................................... 157
Sigal Segev
The Role of Competition in the Service Encounter:
The Loyal Consumer Perspective .................................................................. 163
Shu-Ching Chen
Chutzpah and Its Linkage to Marketing Innovation,
and Performance ............................................................................................. 165
Kalanit Efrat and Anne L. Souchon
Making Choices for a Sequence of Healthy and Unhealthy Options ......... 167
Dipayan Biswas , Courtney Szocs , and J. Jeffrey Inman
The Effectiveness of Comparative Advertising:
Examining Consumers’ Perspectives in Different Cultures ........................ 173
Alexander Muk , Christina Chung , and En-Chi Chang
How to Effectively Manage the Dark Side and Bright Side
of Customer Participation in Salesperson Job-Related Outcomes ............. 179
Yen-Chun Chen , Po-Chien Li , and Todd J. Arnold