Revolution in Marketing: Market Driving Changes: Proceedings of the 2006 Academy of Marketing Science (AMS) Annual Conference PDF
Preview Revolution in Marketing: Market Driving Changes: Proceedings of the 2006 Academy of Marketing Science (AMS) Annual Conference
Developments in Marketing Science: Proceedings of the Academy of Marketing Science Harlan E. Spotts Editor Revolution in Marketing: Market Driving Changes Proceedings of the 2006 Academy of Marketing Science (AMS) Annual Conference Revolution in Marketing: Market Driving Changes Developments in Marketing Science: Proceedings of the Academy of Marketing Science More information about this series at http://www.springer.com/series/13409 Harlan E. Spotts Editor Revolution in Marketing: Market Driving Changes Proceedings of the 2006 Academy of Marketing Science (AMS) Annual Conference San Antonio, Texas, USA May 24-27, 2006 Editor Harlan E. Spotts Department of Marketing Western New England University College of Business Springfield, MA, USA ReprintfromOriginaledition Developments in Marketing Science, Volume XXIX edited by Harlan E. Spotts Copyright © Academy of Marketing Science 2006 All rights reserved. ISBN 978-3-319-11760-7 ISBN 978-3-319-11761-4 (eBook) DOI 10.1007/978-3-319-11761-4 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2014950643 © 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 2006 President Executive Vice President/Director Charles W. Lamb Harold W. Berkman Texas Christian University University of Miami President-Elect Vice President for Programs Barry Babin Lou Pelton University of Southern Mississippi University of North Texas Vice President for Publications Vice President for Development Rajan Varadarajan Anne Balazs Texas A&M University Mississippi University for Women Vice President for Membership- Secretary/Treasurer North America Greg W. Marshall John B. Ford Rollins College Old Dominion University Vice President for Membership- Immediate Past President International M. Joseph “Joe” Sirgy Ram Ramaseshan Virginia Tech Curtin University of Technology, Australia Board of Governors J. Thomas Mentzer, Chair University of Tennessee, United States Jill Attaway Julie Baker Illinois State University, United States Texas Christian University, United States Leonard L. Berry Tamer Cavusgil Texas A&M University, United States Michigan State University, United States Michael Czinkota O.C. Ferrell Georgetown University, United States University of Wyoming, United States A. Parasuraman Jagdish N. Sheth University of Miami, United States Emory University, United States Michael R. Solomon Rosann Spiro Auburn University, United States Indiana University, United States Dave Stewart University of Southern California, United States v AMS 2006 Conference Program Chairs Greg W. Marshall Judy A. Siguaw Rollins College Cornell University Program Managers Business-to-Business Marketing Jeff Lewin University of North Texas Consumer Behavior Michael S. Minor University of Texas Pan American Doctoral Colloquium John B. Ford Old Dominion University Electronic and Interactive Marketing Goutam Chakraborty Oklahoma State University Ethics, Social Responsibility Anusorn Singhapakdi Old Dominion University Excellence in Marketing Education and K. Douglas Hoffman Innovative Teaching Colorado State University International-Multinational Marketing John Cadogan Loughborough University, United Kingdom Anne Souchon Loughborough University, United Kingdom Marketing Research Methods Bruce Alford Louisiana Tech University Marketing Strategy Michael Ewing Monash University, Australia Marketing Promotions and Communica- Russ Laczniak tions Iowa State University Mary Kay Doctoral Dissertation Competi- Andrea Dixon tion University of Cincinnati Pricing and Marketing Metrics Rajneesh Suri Drexel University Retailing Kristy Reynolds University of Alabama Selling and Sales Management, CRM Jule Gassenheimer Rollins College vi AMS 2006 Conference Program Managers, Continued Services Marketing Jochen Wirtz National University of Singapore, Singapore Sports Marketing Scott Kelley University of Kentucky Supply Chain Management Nancy Nix Texas Christian University Proceedings Editor Harlan Spotts Western New England College Local Arrangements Host Charlene Davis Trinity University Awards Coordinators William R. Darden Award for Best Research Methodology Paper Bruce Alford Louisiana Tech University M. Wayne DeLozier Best Conference Paper Award Greg Marshall Rollins College Judy Siguaw Cornell University Mary Kay Doctoral Dissertation Competition Andrea Dixon University of Cincinnati Jane K. Fenyo Student Paper Competition Greg Marshall Rollins College Judy Siguaw Cornell University Stanley C. Hollander Best Retailing Paper Competition Kristy Reynolds University of Alabama Outstanding Marketing Teachers’ Award Linda Ferrell University of Wyoming O.C. Ferrell University of Wyoming vii Acknowledgements The Academy of Marketing Science wishes to extend its sincere thanks to the many individuals and organizations who have contributed to the successful outcome of the Academy of Marketing Science Annual Meeting. A special thanks goes to the local organizing committee, which has done an outstanding job in managing an extremely large number of details and program logistics for a conference of this magnitude. The management of a conference this big is simply not possible without the special cooperation and assistance of the program chairs, conference coordinators, and track chairs. Therefore, the most important acknowledgment goes to Greg Marshall and Judy Siguaw, Conference Co-Chairs. Further, the track chairs worked relentlessly to encourage submission of papers, managing the review process in a timely fashion, and in organizing the session details. They deserve a very special mention and they are also acknowledged in the proceedings. A special thanks goes to Sally Sultan of the AMS Central Office at the University of Miami. Without her administra- tive support, this proceedings would not have been possible. Finally, a major acknowledgment and many grateful thanks go to all those who submitted their work, the reviewers who assessed the manuscripts and sessions, and the session chairs and discussants who volunteered to take on the per session duties. With their help and support these individuals helped to make the 2006 Academy of Marketing Science Conference a success. Harlan Spotts, Editor 2006 AMS Conference Proceedings viii 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’ 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 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 dic- tate. ix
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