Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference

388 Pages·2015·66.27 MB·English

by  Leroy Robinson

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Editor
Leroy Robinson, Jr.
Proceedings of the 2008
Academy of Marketing
Science (AMS) Annual
Conference
::-c
~).' /.
~Springer
Proceedings of the 2008 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
Leroy Robinson, Jr. Editor
Proceedings of the 2008 Academy
of Marketing Science (AMS)
Annual Conference
Vancouver, BC, Canada
May 28 – May 31, 2008
Editor
Leroy Robinson, Jr.
University of Houston – Clear Lake
Houston, TX, USA

Reprint from Original edition
Developments in Marketing Science, Volume XXXI: Proceedings of the Annual Conference of the
Academy of Marketing Science edited by Leroy Robinson, Jr.
Copyright © Academy of Marketing Science 2008
All rights reserved.

ISBN 978-3-319-10962-6 ISBN 978-3-319-10963-3 (eBook)
DOI 10.1007/978-3-319-10963-3
Springer Cham Heidelberg New York Dordrecht London

© 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 2008
President Vice President for Membership -North America
Barry J. Babin Linda Ferrell
Louisiana Tech University University ofN ew Mexico
Execntive Vice President/Director Vice President for Membership -International
Harold W. Berkman Tanuja Singh
University ofM iami Northern Illinois University
President-Elect Vice President for Development
John B. Ford Anne Balazs
Old Dominion University Mississippi University for Women
Vice President for Programs Secretaryffreasurer
Greg W. Marshall Victoria Crittenden
Rollins College Rollins College
Vice President for Publications Immediate Past President
O.C. Ferrell Charles W. Lamb
University ofN ew Mexico Texas Christian University
Board Of Governors
Chair: Joseph F. Hair, Jr., Kennesaw State University
Julie Baker J. Thomas Mentzer
Texas Christian University University ofT ennessee
Leonard L. Berry A. Parasuraman
Texas A&M University University ofM iami
S. Tamer Cavusgil Jagdish N. Sheth
Michigan State University Emory University
Michael R Czinkota Rosann L. Spiro
Georgetown University Indiana University
Michel Laroche Dave Stewart
Concordia University University ofS outhern California
Naresh K. Malhotra
Georgia Institute of Technology
v
ACADEMY OF MARKETING SCIENCE
Program Chairs
Steven P. Brown Peter A. Dacin
University ofH ouston Queen's University
Track Chairs
Business-to-Business Marketing Jakki Mohr, University ofM ontana
ArturB aldauf, University ofB ern
Consumer Behavior Carolyn Costley, The University ofWaikato
Doctoral Colloquium John B. Ford, Old Dominion University
Electronic and Interactive Marketing Joel LeBon, ESSEC Business School
Ethics, Social Responsibility Linda Ferrell, University ofN ew Mexico
O.C. Ferrell, University ofN ew Mexico
Excellence in Marketing Education and Innovative Teaching Vicky Crittenden, Boston College
Bodo Schlegelmilch, Wirtschaftsuniversitaet Wien
International-Multinational Marketing Dana L. Alden, University ofH awaii at Manoa
Qimei Chen, University ofH awaii at Manoa
Marketing Research Methods George R Franke, The University ofA labama
Marketing Strategy Klaus-Peter Wiedmann, Leibniz University Hannover
Marketing Promotion and Communications Michael Kamins, University ofS outhern California
Mary Kay Doctoral Dissertation Competition George Zinkhan, University of Georgia
Karin Braunsb erger, University ofS outh Florida
St. Petersburg
Marketing Metrics Frank Mulhern, Northwestern University
Product and Brand Management Diana Haytko, Missouri State University
Ronald A. Clark, East Carolina University
Retailing Julie Baker, Texas Christian University
Selling and Sales Management, CRM Eli Jones, University ofH ouston
Andrea L. Dixon, University ofC incinnati
Services Marketing Leyland Pitt, Simon Fraser University
Sports Marketing Kirk Wakefield, Baylor University
Supply Chain Management Pat Daugherty, University of Oklahoma
Alexander E. Ellinger, The University ofA labama
vi
ACADEMY OF MARKETING SCIENCE
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 the Board of Governors in the spring of 1984, and by the
general membership ifth e 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'
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
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 suck 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.
vii
ACADEMY OF MARKETING SCIENCE
Acknowledgements
The Academy of Marketing Science would like to recognize those individuals and organizations who contributed freely of
their time, effort, and ideas toward the success ofthe Academy of Marketing Science annual conference in Vancouver, BC,
Canada. Sincerest appreciated goes to the organizing committee, which performed well in administering a vast array of
details and logistics required for an event of this scale.
A conference this large requires an exceptional commitment of track chairs, reviewers, discussants, session chairs, conference
coordinators, and program chairs. Special acknowledgement goes to the conference co-chairs, Steve Brown and Peter Dacin.
In addition, the track chairs were essential in the encouragement of the submission of abstracts, attentively managing the
review process, and organizing the session details.
Warm and heartfelt thanks go to Sally Sultan of the AMS Central Office at the University ofMiami. Her diligence in dealing
with countless administrative tasks related to this event was critical in staging such a successful conference.
In addition, the Academy of Marketing Science extends sincere appreciation to all those who submitted their research and
ideas, the reviewers, the session chairs, discussants, and others who volunteered to make the meeting a success. The 2008
Academy of Marketing Science Conference would not have been possible without this support.
Leroy Robinson, Jr., Editor
2008 AMS Developments in Marketing Science
viii
ACADEMY OF MARKETING SCIENCE
Distinguished Fellows
Roy Adler Kent Granzin Jay D. Lindquist
Gerald Albaum Paul E. Green Robert H. Luke
Lyn S.Amine Dhruv Grewal James R. Lumpkin
Jill S. Attaway Joseph F. Hair, Jr. Naresh Malhotra
Barry J. Babin Douglas Hawes Barry Mason
Julie Baker Stanley Hollander John T. Mentzer
Peter Banting Roger L. Jenkins A. Parasuraman
Sharon E. Beatty Roger A. Kerin Robert A. Peterson
Harold W. Berkman Robert L. King C.P. Rao
Leonard L. Berry Vishnu H. Kirpalani A.Coskun Samli
Jean-Charles Chebat Kathleen A. Krentler Stanley J. Shapiro
Michael Czinkota David L. Kurtz Jagdish N. Sheth
William Darden Charles W. Lamb M Joseph Sirgy
John Ford Irene Lange P. Rajan Varadarajan
Ken Grant Michel Laroche George M. Zinkhan
ix