Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference

285 Pages·2015·4.23 MB·English

by  Leroy Robinson

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Editor
Leroy Robinson, Jr.
Proceedings of the 2009
Academy of Marketing
Science (AMS) Annual
Conference
Proceedings of the 2009 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 2009 Academy
of Marketing Science (AMS)
Annual Conference

Baltimore, MD, USA
May 20-23, 2009
Editor
Leroy Robinson, Jr.
University of Houston-Clear Lake
Houston, TX, USA
ReprintfromOriginaledition
Developments in Marketing Science, Volume XXXII: Proceedings of the Annual Conference
of the Academy of Marketing Science edited by Leroy Robinson, Jr.
Copyright © Academy of Marketing Science 2009
All rights reserved.

ISBN 978-3-319-10863-6 ISBN 978-3-319-10864-3 (eBook)
DOI 10.1007/978-3-319-10864-3
Springer Cham Heidelberg New York Dordrecht London

Library of Congress Control Number: 2014950639

© Academy of Marketing Science 2015
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ACADEMY OF MARKETING SCIENCE
Officers 2009
President Vice President for Membership - North America
John B. Ford Angela Hausman
Old Dominion University Xavier University
Executive Vice President/Director Vice President for Membership - International
Harold W. Berkman Göran Svensson
Oslo School of Management
President-Elect
Greg W. Marshall Vice President for Development
Rollins College Victoria Crittenden
Boston College
Vice President for Programs
Linda Ferrell Secretary/Treasurer
University of New Mexico Anne L. Balazs
Mississippi University for Women
Vice President for Publications
O.C. Ferrell Immediate Past President
University of New Mexico Barry J. Babin
Louisiana Tech University
Board Of Governors
Chair: Joseph F. Hair, Jr., Kennesaw State University
S. Tamer Cavusgil Peter J. McGoldrick
Michigan State University Manchester Business School
Jean-Charles Chebat J. Thomas Mentzer
HEC-Montreal University of Tennessee
Michael R. Czinkota Robert A. Peterson
Georgetown University, USA University of Texas
University of Birmingham, U.K.
Jagdish N. Sheth
Michael Ewing Emory University
Monash University
Rosann L. Spiro
Michel Laroche Indiana University
Concordia University
David W. Stewart
Naresh K. Malhotra University of California Riverside
Georgia Institute of Technology
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ACADEMY OF MARKETING SCIENCE

Program and Track Chairs

Michael R. Czinkota Ilkka Ronkainen
Georgetown University, USA Georgetown University, USA
University of Birmingham, UK

Africa: Unlocking Corporate and Customer Value Christo Boshoff, University of Stellenbosch
Adele Berndt, University of Johannesburg

Branding and Brand Management Stephanie Slater, Cardiff University

Business-to-Business Marketing H. P. Sonnenborn, University of Hof

Channel Activities and Processes Bert Rosenbloom, Drexel University

Consumer Behavior Claudiu Dimofte, Georgetown University
Arnd Florack, Zeppelin University

Corporate Culture, Governance and Responsibility Margit Enke, Freiberg University of Technology
Anja Geigenmüller, Freiberg University of Technology

Education Outreach, Teaching, and Learning Attila Yaprak, Wayne State University

Environment and Sustainability M. Joseph Sirgy, Virginia Polytechnic Institute and State
University
Helen Borland, University of Birmingham

Expanding Marketing Outreach Coskun Samli, University of North Florida

Freedom, Economic Restructuring, and Quality of Life Jim Slater, University of Birmingham

Global and Cross-Cultural Marketing Constantine Katsikeas, University of Leeds

Marketing and Global Risk Gary Knight, Florida State University
Douglas Johansen, Florida State University

Marketing Research and Metrics Manfred Schwaiger, Ludwig-Maximilians-University
Munich
Marko Sarstedt, Ludwig-Maximilians-University Munich

Marketing Strategy Stefan Güldenberg, University of Liechtenstein
Tina Ambos, Vienna University of Economics and
Business

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ACADEMY OF MARKETING SCIENCE

Program and Track Chairs

Product Development Jeffrey B. Schmidt, University of Oklahoma
Regina McNally, Michigan State University

Promotion and Communication Christopher Joiner, George Mason University

Selling and Sales Management Penny M. Simpson, University of Texas – Pan American
John Cadogan, Loughborough University

Service Marketing K. Douglas Hoffman, Colorado States University
Peggy Chaudhry, Villanova School of Business

Small Countries, Small Firms, Meet Global Marketing H. Ruediger Kaufmann, University of Nicosia
B. J. Punnett, University of the West Indies, Cave Hill

Supply Chain Management and Logistics Göran Svensson, Oslo School of Management

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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 if 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' 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.
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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 of the Academy of Marketing Science annual conference in Baltimore, MD,
United States. Heartfelt thankfulness go to the organizing committee, which coped the challenges involved with managing
the considerable range of details and logistics required for this type of occasion.
Tremendous dedication is required for the successful management and coordination of an event of this scale. Special
acknowledgement goes to the conference co-chairs, Michael R. Czinkota and Ilkka Ronkainen. 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.
Sincerest appreciation goes to Brian Miller of the new AMS central office at Louisiana Tech. His thoroughness in dealing
with the many administrative tasks related to this event was essential in caring out 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 2009
Academy of Marketing Science Conference would not have been possible without this support.
Leroy Robinson, Jr., Editor
2009 AMS Developments in Marketing Science
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