Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference

697 Pages·2015·185.65 MB·English

by  Michael Levy

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Michael Levy
Editors
Dhruv Grewal
Proceedings of the 1993
Academy of Marketing
Science (AMS) Annual
Conference
Proceedings of the 1993 Academy of Marketing Science
(AMS) Annual Conference
Developments in Marketing Science: Proceedings
of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Michael Levy and Dhruv Grewal
Maria Romeu
Proceedings of the 1993 Academy
of Marketing Science (AMS)
Annual Conference
Miami Beach, Florida
May 26 - 29, 1993
Editors
Michael Levy Dhruv Grewal
Department of Marketing Department of Marketing
University of Miami School University of Miami School
of Business Administration of Business Administration
Coral Gables, FL, USA Coral Gables, FL, USA
ReprintfromOriginaledition
Developments in Marketing Science, Volume XVI edited by Michael Levy and Dhruv Grewal
Copyright © Academy of Marketing Science 1993
All rights reserved.

ISBN 978-3-319-13158-0 ISBN 978-3-319-13159-7 (eBook)
DOI 10.1007/978-3-319-13159-7
Springer Cham Heidelberg New York Dordrecht London

Library of Congress Control Number: 2014956718

© The Academy of Marketing Science 2015
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ACADEMY OF MARKETING SCIENCE
Officers 1992-1994
President Vice President for Membership - Canada
James R. Lumpkin Tansu Barker
University of Southwestern Brock University
Louisiana
Executive Vice President/Director Vice President for Membership - International
Harold W. Berkman Luis V. Dominguez
University of Miami University of Miami
President Elect Vice President for Academic Affairs
Naresh K. Malhotra C.P. Rao
Georgia Institute of Technology University of Arkansas
Vice President for Programs Vice President for Development
David L. Kurtz William F. Lewis
University of Arkansas University of Dayton
Vice President for Finance & Treasurer Vice President for Publicity and Public Relations
Robert B. Woodruff Roy Adler
University of Tennessee Pepperdine University
Vice President for Publications Secretary
Charles W. Lamb, Jr. Kathleen (Kathy) A. Krentler
Texas Christian University San Diego State University
Vice President for Membership - USA Chainnan, Board of Governors
Joyce Grahn Joseph F. Hair, Jr.
University of Minnesota Louisiana State University
Boanl of Governors
Gerald Albaum Irene Lange
University of Oregon California State University
Lyn S. Amine Michael Levy
Saint Louis University University of Miami
Michael R. Czinkota Robert H. Luke
Georgetown University Southwest Missouri State University
Douglas Hawes Stanley J. Shapiro
University of Wyoming Simon Fraser University
Robert L. King M. Joseph Sirgy
University of Richmond Virginia Tech
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1993
CONFERENCE PROGRAM CHAIRS
Michael Levy Conference Co-chair
University of Miami
Dhruv Grewal Conference Co-chair
University of Miami
TRACK CHAIRS
Sharon Beatty Consumer Behavior
University of Alabama
Mike Hutt Business to Business
Arizona State University Marketing
A. Coskun Samli International Marketing
University of North Florida
Salah S. Hassan
George Washington University
Dale Achabal Retailing
Santa Clara University
William L. Cron Personal Selling and
Southern Methodist University Sales Management
Frank Carmone Research Methodology
Indiana University
Julie Baker Services Marketing
University of Texas at Arlington
M. Joseph Sirgy Promotion Management
Virginia Tech
R. Krishnan Product and Price
California Polytechnic & State Univ. Management
Robert Rueckert Strategic Planning
University of Minnesota
Anita Cava and Rene Sacasas Marketing and Law
University of Miami
William F. Lewis Marketing Education
University of Dayton
Rene Sacasas Marketing and Law
University of Miami
Douglas M. Lambert Logistics and Marketing
University of North Florida Channels
Nimish Gahdhi Marketing Information Systems
Bradley University
Bodo B. Schlegelmilch European Contributions
University of Wales, Swansea to Marketing Thought
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OTHER COMMITTEE MEMBERS
Ron Michaels Doctoral Dissertation
Indiana University Competition
Sponsored by Alpha Kappa Psi
and
Mmy Kay Cosmetics
Thomas Leigh JaneK. Fenyo Student
University of Georgia Paper Competition
Arun Shanna Placement Service
University of Miami
ACKNOWLEDGEMENTS
The officers and Fellows of the Academy of Marketing Science express appreciation to the co
sponsoring universities which provided support for the 1993 Annual Conference and for these
Proceedings:
University of Miami
Idaho State University
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FoiWard
This volume reflects the contents of the program of the 1993 Annual Conference of the Academy of
Marketing Science which was held May 26-29, 1993, at the Sheraton Bal Harbour, Miami Beach. The
papers contained in this volume are those that were accepted for presentation at the conference through
the competitive review process. We have also allowed authors to publish only an abstract in order to
enhance the number of competitive papers submitted to the conference.
We feel compelled to express our gratitude to several people without whose help and encouragement the
tasks of the conference Chairs and Proceedings Editors would have been much more difficult. We would
like to thank Harold Be:rkman, who, in his role of Executive Vice President and Director of the Academy
of Marketing Science, is the heart and soul of AMS. More importantly, for any conference chair he is
the person with all the appropriate answers. We would also like to thank Dean Paul Sugrue for his
invaluable moral and financial support of this venture. We were also provided many answers to our
questions by Bill Darden, Victoria Crittenden, Marcia Levy and Sally Sultan.
The scholarly content of a conference and its proceedings comes from the authors of papers. We thank
all of the participants in the 1993 conference. Decisions regarding the content were made by two
important groups of people; the track chairs and the competitive paper reviewers. Members of each group
are identified on subsequent pages of this volume.
Dealing with the large volume of submissions to the conference was made much easier by the secretarial
staff of the Marketing Department of the University of Miami, Maria Romeu and Angela Lane, who
helped in the massive mailing effort, program construction, and day-to-day details necessary to put on an
AMS conference.
The reader will hopefully notice that the appearance of this volume .o f Conference is a substantial
improvement over previous volumes. Final papers were submitted on diskettes for the first time. I would
like to thank the authors and their typists for coping with the new system.
Finally, our gratitude goes to our families, Marcia and Eva Levy, and Diana and Lauren Grewal for their
patience during the conference preparations.
Michael Levy & Dhruv Grewal, Co-Chairs
Department of Marketing
School of Business Adminstration
University of Miami
Coral Gables, Florida 33124
viii
Preface
The Academy 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 professoriate 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 ofGovemors in the Spring
of 1984 and by the general membership in the Fall of that year, defme the mission of the Academy as
follows:
1. Provide leadership in exploring the nonnative boundaries of marketing, while simultaneously
seeking new ways of bringing theoty 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, and 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 finns 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
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 discussions with
book editors; and to exchange other relevant infonnation.
7. Assist Fellows in the better utilization of their professional marketing talents through redirection,
reassignment and relocation.
8. Provide educator Fellows with insights and such 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 of the Academy status to business and institutional executives and organizations.
11. Modify the Academy's pwpose and direction as the influence of time and appropriate constructive
forces may dictate.
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