Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference PDF
Preview Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
Developments in Marketing Science: Proceedings of the Academy of Marketing Science Dawn R. Deeter-Schmelz Editor Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference Proceedings of the 2010 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 Dawn R. Deeter-Schmelz Editor Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference Portland, Oregon, USA May 26-29, 2010 Editor Dawn R. Deeter-Schmelz Ohio University Athens, OH, USA ReprintfromOriginaledition Developments in Marketing Science, Volume XXXIII edited by Dawn R. Deeter-Schmelz Copyright © Academy of Marketing Science 2010 All rights reserved. ISBN 978-3-319-11796-6 ISBN 978-3-319-11797-3 (eBook) DOI 10.1007/978-3-319-11797-3 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2014950642 © 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 2010 President Vice President for Membership - North America John B. Ford Angela Hausman Old Dominion University Howard University Executive Vice President/Director Vice President for Membership - International Harold W. Berkman Göran Svensson University of Miami Oslo School of Management President-Elect Vice President for Development Greg W. Marshall Victoria Crittenden Rollins College Boston College Immediate Past President Secretary/Treasurer Barry J. Babin Anne L. Balazs Louisiana Tech University Eastern Michigan University Vice President for Programs Director of International Programs Linda Ferrell Jay D. Linquist University of New Mexico Western Michigan University Vice President for Publications O.C. Ferrell University of New Mexico Board of Governors Chair: Joseph F. Hair, Jr., Kennesaw State University S. Tamer Cavusgil Peter J. McGoldrick Georgia State University Manchester Business School Jean-Charles Chebat Robert A. Peterson HEC-Montreal University of Texas Michael R. Czinkota Jagdish N. Sheth Georgetown University Emory University Michael Ewing Rosann L. Spiro Monash University Indiana University Michel Laroche David W. Stewart Concordia University University of California Riverside Naresh K. Malhotra Georgia Institute of Technology Nanyang Technological University v ACADEMY OF MARKETING SCIENCE Program and Track Chairs Joseph A. Cote Christopher R. Plouffe Washington State University Florida State University Advertising, Promotion, & Communication Patricia A. Norberg, Quinnipiac University David R. Fortin, University of Canterbury Brand, Image, & Product Management Michelle Roehm, Wake Forest University Harper Roehm, University of North Carolina at Greensboro Business-to-Business Marketing and Customer Relationship Leff Bonney, Florida State University Management (CRM) Douglas Hughes, Michigan State University Consumer Behavior June Cotte, University of Western Ontario Allison Johnson, University of Western Ontario E-Marketing & the “Connected” Consumer Angeline Close, University of Nevada, Las Vegas Anjala Krishen, University of Nevada, Las Vegas Global & Cross-Cultural Marketing Clifford J. Shultz, II, Loyola University Chicago Fr(cid:170)d(cid:170)ric Jallat, ESCP Europe Detlev Zwick, York University Inter-Disciplinary Solutions to Marketing Problems John Hulland, University of Pittsburgh Marketing Pedagogy Douglas J. Lincoln, Boise State University Sharyn Rundle-Thiele, Griffith University Marketing Research, Measurement, & Metrics James Wiley, Temple University Kevin Voss, Oklahoma State University Harry Timmermans, Eindhoven University Marketing Strategy William Baker, San Diego State University Amir Grinstein, Ben-Gurion University of the Negev New Product Development & Design Keven Malkewitz, Oregon State University Ulrich Orth, Christian-Albrechts-Universität zu Kiel vi ACADEMY OF MARKETING SCIENCE Program and Track Chairs Pricing and Revenue Management Gavin L. Fox, Texas Tech University Mayukh Dass, Texas Tech University Selling and Sales Management Jay Mulki, Northeastern University Fernando Jaramillo, University of Texas at Arlington Services Marketing Michael Tsiros, University of Miami Julie Lee, University of Western Australia Anne Roggeveen, Babson College Social, Ethical, & Public Policy Issues in Marketing Peggy Cunningham, Dalhousie University Maureen Bourassa, University of Saskatchewan The Value Chain: Supply Chain, Channels, & Retail Beth Davis-Sramek, University of Louisville Donna Davis, Texas Tech University Theory & Practice (cid:772)Academics & Practitioners in Concert Joseph A. Cote, Washington State University Joan L. Giese, University of Oregon Doctoral Colloquium Track John B. Ford, Old Dominion University Mary Kay Doctoral Dissertation Competition Angela Hausman, Howard University AMS Outstanding Marketing Educator Award Dwayne Gremler, Bowling Green State University Linda Rochford, University of Minnesota Duluth Jerome Williams, University of Texas at Austin vii 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 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. viii ACADEMY OF MARKETING SCIENCE Acknowledgments The Academy of Marketing Science is pleased to recognize the individuals who contributed to the success of the 2010 Academy of Marketing Science Conference in Portland, Oregon. Many people have volunteered their time, effort, and ideas. We offer our sincere thanks to the organizing committee, the members of which have been charged with handling a wide range of details and logistical issues. Events such as this conference present many challenges, and we appreciate the efforts of the organizing committee in dealing with those challenges. Special acknowledgment goes to our 2010 conference co-chairs, Joseph Cote and Christopher Plouffe. They have demonstrated extreme dedication in successfully managing and coordinating this event. Additionally, the track chairs played a critical role by encouraging the submission of manuscripts, managing the review process, and organizing session details. We offer special thanks to Florence Cazenave of the AMS central office at Louisiana Tech. Florence dealt with the many administrative tasks related to this event efficiently and thoroughly. We appreciate her efforts. Finally, the Academy of Marketing Science offers our sincere thanks to the many faculty who have played a role in this conference: authors, reviewers, session chairs, discussants, and other volunteers who have made the conference a success. The 2010 Academy of Marketing Science Conference would not have been possible without the support of these many individuals. Dawn R. Deeter-Schmelz, Editor 2010 AMS Developments in Marketing Science ix
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