Proceedings of the 1995 Academy of Marketing Science (AMS) Annual Conference PDF
Preview Proceedings of the 1995 Academy of Marketing Science (AMS) Annual Conference
Developments in Marketing Science: Proceedings of the Academy of Marketing Science Editor Roger Gomes Proceedings of the 1995 Academy of Marketing Science (AMS) Annual Conference Proceedings of the 1995 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 Roger Gomes Nancy Rochester and Debbie Holbrooks Proceedings of the 1995 Academy of Marketing Science (AMS) Annual Conference Orlando, Florida May 17-20, 1995 Editor Roger Gomes Clemson University College of Business Clemson, NC, USA ReprintfromOriginaledition Developments in Marketing Science, Volume XVIII edited by Roger Gomes Copyright © Academy of Marketing Science 1995 All rights reserved. ISBN 978-3-319-13146-7 ISBN 978-3-319-13147-4 (eBook) DOI 10.1007/978-3-319-13147-4 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2014956718 © The Academy of Marketing Science 2015 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. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. 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. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com) ACADEMY OF MARKETING SCIENCE Officers, 1994-96 President Vice President for Membership, International Naresh Malhotra Bodo Schlegelmilch Georgia Tech American Graduate School ofI nternational Mgt- President Elect Vice President for Academic Affairs Joe Hair Bob Leone Louisiana State University Ohio State Executive Vice President Vice President for Development Harold W. Berkman Tom Ingram University ofM iami University ofM emphis Vice President for Programs Vice President for Publicity and Public Relations Kathy Krentler Pat Daugherty San Diego State University University ofG eorgia Vice President for Publications Vice President for Finance and Treasurer Bob Woodruff C.P.Rao University ofTennessee Old Dominion University Vice President for Membership, USA Secretary Jill Attaway Roger Gomes lllinois State University Clemson University Vice President for Membership, Canada Chairman, Board of Governors Tansu Barker Bob Peterson Brock University University of Texas, Austin Board of Governors Lyn S. Amine David L. Kurtz Saint Louis University University of Arkansas Sharon E. Beatty Michael Levy University of Alabama University of Miami Michael R. Czinkota Robert Luke Georgetown University Southwest Missouri State University William R. Darden Jagdish N. Sheth Louisiana State University Emory University Adel El-Ansary M. Joe Sirgy University of North Florida Virginia Tech Douglass Hawes Rebecca M. J. Yates University of Wyoming University of Dayton v 1995 Conference Program Chairs John T. (Tom) Mentzer M. Joseph (Joe) Sirgy Conference Co-Chair Conference Co-Chair University of Tennessee Virginia Tech Conference Track Chairs Consumer Behavior and Dipankar Chakravati Consumer Marketing University ofA rizona Shankar Krishnan Indiana University International Marketing S. Tamer Cavusgil Michigan State University Quality, Value, and Customer Sarah F. Gardial Satisfaction in Marketing University of Tennessee Pratibha A. Dabholkar University of Tennessee Marketing Education Raymond W. LaForge University ofL ouisville Strategic Marketing and Michael Morris Entreprenurship University oft he Pacific Personal Selling and Tom Wotruba Sales Management San Diego State University Industrial Marketing Arch Woodside Tulane University Services Marketing A. Parasuraman University ofM iami Dhruv Grewal University ofM iami Research Methodology Thomas J. Madden University ofS outh Carolina Retailing Mary Joyce Emerson College Promotion Management Jay D. Lindquist Western Michigan University Product and Price Management Thaddeus H. Spratlen University of Washington Relationship Marketing, Channels, Lloyd Rinehart and Logistics Michigan State University Macromarketing and Public Policy Greg Gundlach University ofN otre Dame vi Other Committee Members Proceedings Editor Roger Gomes Clemson University Doctoral Dissertation Competition Kenneth D. Bahn Sponsored By: Alpha Kappa Psi and Mary Kay Cosmetics James Madison University JaneK. Fenyo Walter Zinn Student Paper Competition University ofM iami Placement Services Gina L. Miller University ofN orth Carolina, Asheville Director of Exhibitor Relations Troy A. Festervand Middle Tennessee State University Acknowledgements The Officers and Fellows of the Academy ofMarketing Science express appreciation to the University of Miami which provided support for the 1995 Annual Conferences and for these Proceedings. vii Foreword This 18th volume of Developments in Marketing Science contains articles and abstracts of presentations made at the 1995 Annual Conference of the Academy of Marketing Science, held May 17 -20, 1995 at the Hotel Royal Plaza, Lake Buena Vista {Orlando), Florida. Each article was selected through a blind competitive review process, and presented at the conference by at least one of the authors. Being editor for this proceedings volume has been memorable. I never realized how many different fonts and formats could result from one copy of submission instructions. Actually, the authors did a great job putting their manuscripts in a form that we could work with. Even a visit from a virus or two was somehow taken in stride by the proceedings coordinators (Nancy Rochester and Debbie Holbrooks) who standardized each disk submitted. I am still not sure how they managed to compile this document, and still function as the office staff of the Department of Marketing. I sincerely recognize and appreciate their contribution of computer expertise, determination, and hard work. I would also like to thank the Clemson University College of Business for their support of the Marketing Department in our Academy of Marketing Science service. Even in the face of difficult budget conditions, we were able to acquire the hardware, software, and labor necessary for this assignment. Of course, there would be no proceedings without the manuscript authors, reviewers and track chairs. Members of each group are identified on subsequent pages of this volume, and should be commended for their contributions. Finally, a major thank you is extended to the Annual Conference Co-Chairs. Their advice, and their early completion of the program, were indispensable. Roger Gomes Clemson University viii 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 professorate 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 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 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 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 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 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 purpose and direction as the influence of time and appropriate constructive forces may dictate. ix
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