Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference PDF
Preview Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference
Developments in Marketing Science: Proceedings of the Academy of Marketing Science Dheeraj Sharma Editors Shaheen Borna Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference Proceedings of the 2007 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 Dheeraj Sharma and Shaheen Borna Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference Coral Gables, FL May 23 - 26, 2007 Editors Dheeraj Sharma Shaheen Borna Ball State University Ball State University Muncie, IN, USA Muncie, IN, USA ReprintfromOriginaledition Developments in Marketing Science, Volume XXX edited by Dheeraj Sharma and Shaheen Borna Copyright © Academy of Marketing Science 2007 All rights reserved. ISBN 978-3-319-11805-5 ISBN 978-3-319-11806-2 (eBook) DOI 10.1007/978-3-319-11806-2 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2014955160 © 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 2007 President Vice President for Membership Barry J. Babin North America The University of Southern Mississippi Linda Ferrell University of New Mexico Executive Vice President/Director Harold W. Berkman Vice President for Membership University of Miami International Tanuja Singh President-Elect Northern Illinois University John B. Ford Old Dominion University Vice President for Development Anne Balazs Vice President for Programs Mississippi University for Women Greg W. Marshall Rollins College Secretaryffreasurer Victoria Crittenden Vice President for Publications Rollins College Rajan V aradarajan Texas A&M University Immediate Past President Charles W. Lamb Texas Christian University Board of Governors Chair: Joseph F. Hair, Jr., Kennesaw State University Julie Baker J. Thomas Mentzer Texas Christian University, United States University of Tennessee Leonard L. Berry A. Parasuraman Texas A&M University, United States University of Miami, United States Tamer Cavusgil Jagdish N. Sheth Michigan State University, United States Emory University, United States Michael Czinkota Rosann Spiro Georgetown University, United States Indiana University, United States Michel Laroche Michael R. Solomon Concordia University Auburn University, United States N aresh K. Malhotra Dave Stewart Georgia Institute of Technology University of Southern California, United States v Program Chairs Greg W. Marshall Judy A. Siguaw Rollins College Cornell University Program Managers Business-to-Business Marketing Robert Palmatier Allison Johnson Consumer Behavior Guido Berens Doctoral Colloquium John B. Ford Electronic and Interactive Marketing Paul Pavlou Ethics, Social Responsibility Curtis P. Haugtvedt Excellence in Marketing Education Michael A. Kamins and Innovative Teaching Dennis M. Sandler Jaideep Prabhu International-Multinational Marketing Rajesh K. Chandy Marketing Research Methods Yancy Edwards Marketing Strategy Chris White Marketing Promotions Priyali Rajagopal and Communications Raj Sethuraman Rajiv Grover Marketing Metrics Subin Im Product and Brand Management Cheryl Nakata Retailing Harold Koenig Selling and Sales Management, CRM Thomas E. DeCarlo Dawn Deeter-Schmel Service Marketing Felicia Morgan Dawn Deeter-Schmelz Sports Marketing Felicia Morgan Keely Croxton Supply Chain Management Michael Knemeyer vi Acknowledgement The Academy of Marketing Science offers its deepest appreciation to all those who have contributed to the success of the Academy of Marketing Science meeting in Coral Gables, FL. What was accomplished was the result of our joint efforts. However, special appreciation is extended to the organizing committee, which has instrumental in coordinating managing the affairs of this major event. The management and coordination of a conference of this magnitude requires dedication and enormous effort of the track chairs, reviewers, discussants, session chairs, conference coordinators, and program chairs. The Academy of Marketing Science extends sincere thanks to the track chairs, who played pivotal role in encouraging research submis sion and managing the review process conscientiously. Further, appreciation is extended to all reviewers, session chairs, and discussant, who volunteered to render their services to make this event a great success. The Academy of Marketing Science offers tremendous appreciation to Sally Sultan for her remarkable support in man aging various administrative tasks related to this major event. A special acclamation is extended to the conference co chairs, David Stewart, Steve Kim, and Neeli Bendapudi for making this conference a great success and tremendous experience for the participants. Last but not the least, The Academy of Marketing Science extends a sincere thanks to all the participants, without whom this conference would not have been possible. Dheeraj Sharma Shaheen Borna 2007 Conference Co-Editors vii 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 have been key factor in attracting the discipline's best and brightest from all over the world. The revised articles of association of the Academy, approved 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, 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 the Fellows' schol arly 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 placements 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. Provide educator Fellows with insights and seek 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 dic tate. viii Academy of Marketing Science Distinguished Fellows Roy Adler Joseph F. Hair, Jr. N aresh Malhotra Gerald Albaum Douglas Hawes Barry Mason Lyn S. Amine Stanley Hollander John T. Mentzer Jill S. Attaway Roger L. Jenkins Robert Peterson Peter Banting Robert L. King C.P. Rao Sharon E. Beatty Jean-Charles Chebat A.Coskun Sarnli Harold W. Berkman A. ParasuramanVishnu Stanley J. Shapiro Leonard L. Berry H. Kirpalani Jagdish N. Sheth Jean-Charles Chebat Kathleen Krentler M. Joseph Sirgy Michael Czinkota David L. Kurtz P. Rajan Varadarajan William Darden Charles Lamb George M. Zinkhan Ken Grant Irene Lange Leonard L. Berry Kent Granzin Jay D. Lindquist Michel Laroche, Paul E. Green Robert H. Luke Roger A. Kerin Dhruv Grewal James R. Lumpkin Reviewers Khaled Aboulnasr Michael Barone David Cahill Roy Adler AmiyaBasu Les Carlson Manoj Agarwal Kapil Bawa F. Mark Case Sanjeev Agarwal Enrique Becerra Erin Cavusgil Pankaj Aggarwal Ingrid Beckers Sucharita Chandran Billur Akdeniz Joseph Bellizzi Paul Chao John Amis Ray Benedicktus Francios Charvet Rolph Anderson Guido Berens Wen-Bin Chiou Luisa Andreu Abhijit Biswas Pilsik Choi Mark Arnold Dipayan Biswas George Christodoulides Zeynep Arsel James Boles Irvine Clarke Joep Arts Y emisi Bolumole Robert Collins Jill Attaway Brian Bourdeau Lucette Comer Laurie Babin Stefanie Boyer Bettina Cornwell Vishag Badrinarayanan Brett Boyle Robin Coulter Brent Baker Karin Braunsberger James Curran Julie Baker John W. Cadogan V assilis Dalakas Gloria Barczak Susan Cadwallader Noel Dennis ix
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