Rediscovering the Essentiality of Marketing: Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress PDF
Preview Rediscovering the Essentiality of Marketing: Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress
Developments in Marketing Science: Proceedings of the Academy of Marketing Science Luca Petruzzellis Russell S. Winer Editors Rediscovering the Essentiality of Marketing Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress Rediscovering the Essentiality of Marketing Developments in Marketing Science: Proceedings of the Academy of Marketing Science More information about this series at h ttp://www.springer.com/series/13409 Luca Petruzzellis • Russell S. Winer Editors Rediscovering the Essentiality of Marketing Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress Editors Luca Petruzzellis Russell S. Winer Department of Business and Law Studies Stern School of Business University of Bari Aldo Moro New York University Bari , Italy New York , NY , USA ISSN 2363-6165 ISSN 2363-6173 (electronic) Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-319-29876-4 ISBN 978-3-319-29877-1 (eBook) DOI 10.1007/978-3-319-29877-1 Library of Congress Control Number: 2016945753 © Academy of Marketing Science 2016 T his work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifi cally the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfi lms 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. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specifi c statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. T he publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG Switzerland AMS Offi cers (2014–2016) President Linda Ferrell, Belmont University, USA Executive Vice President/Director Harold W. Berkman, University of Miami, USA President-Elect Adilson Borges, NEOMA Business School, France Immediate Past-President Victoria Crittenden, Babson College, USA Vice President for Publications O.C. Ferrell, Belmont University, USA Vice President for Programs Julie Guidry Moulard, Louisiana Tech University, USA Vice President for Membership-North America Angeline Close, University of Texas at Austin, USA Vice President for Membership-International Nicholas Paparoidamis, IESEG School of Management, France Vice President for Development Michael Ewing, Deakin University, Australia Secretary/Treasurer Lauren Beitelspacher, Portland State University, USA v vi AMS Offi cers (2014–2016) Co-Chairs, Board of Governors Joseph F. Hair, Jr., Kennesaw State University, USA Barry J. Babin, Louisiana Tech University, USA Co-Directors of International Programs Jay D. Lindquist, Western Michigan University, USA Barry J. Babin, Louisiana Tech University, USA Director of Consortia Greg Marshall, Rollins College, USA Associate Directors for Programs Brad D. Carlson, Saint Louis University, USA D. Todd Donavan, Colorado State University, USA AMS Board of Gove rnors (2014–2016) Barry J. Babin Louisiana Tech University, USA Co-Chair (2010–2016) Joseph F. Hair, Jr. Kennesaw State University, USA Co-Chair (2012–2018) Gérard Cliquet Université de Rennes, France (2010–2016) John B. Ford Old Dominion University, USA (2012–2018) Michel Laroche Concordia University, Canada (2012–2018) James R. Lumpkin University of Texas at Tyler, USA (2010–2016) Leyland Pitt Simon Fraser University, USA (2010–2016) Rosann Spiro Indiana University, USA (2012–2018) Adel El-Ansary University of North Florida, USA (2014–2020) vii viii AMS Board of Governors (2014–2016) Linda Price University of Arizona, USA (2014–2020) Bodo Schleglmilch Vienna University of Economics and Business Administration, Austria (2014–2020) Eli Jones University of Arkansas, USA (2014–2020) 2015 AMS World Marketi ng Congress—Track Chairs Conference Co-Chairs Luca Petruzzellis , University of Bari Aldo Moro, Italy Russell S. Winer , The Stern School of Business , New York University, USA Business-to-Business Marketing Paul Matthyssens, Antwerp University, Belgium Michele Paulin, Concordia University, Canada Consumer Behavior Andrea Bonezzi, New York University, USA Monika Lisjak, Erasmus University, The Netherlands Marketing Mix Modeling Marc Fischer, University of Cologne, Germany Koen Pauwels, Dartmouth University, USA Digital and Social Media Marketing Charles Hofacker, Florida State University, USA Carlos Flavián, University of Zaragoza, Spain Entrepreneurship and Small Business Gaetano Aiello, University of Florence, Italy Alberto Pezzi, University of Roma Tre, Italy International Marketing Saeed Samiee, University of Tulsa, USA Brian R. Chabowski, University of Tulsa, USA ix
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