ENLIGHTENED MARKETING IN CHALLENGING TIMES - FELIPEPANTOJA SHUANGWU NINAKREY EDITORS - PROCEEDINGS OFTHE2019 AMS WORLD MARKETING CONGRESS (WMC)

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Developments in Marketing Science:
Proceedings of the Academy of Marketing Science

Felipe Pantoja
Shuang Wu
Nina Krey Editors

Enlightened
Marketing in
Challenging
Times
Proceedings of the 2019 AMS World
Marketing Congress (WMC)
Developments in Marketing Science:
Proceedings of the Academy
of Marketing Science
More information about this series at http://www.springer.com/series/13409
Felipe Pantoja • Shuang Wu • Nina Krey
Editors

Enlightened Marketing
in Challenging Times
Proceedings of the 2019 AMS
World Marketing Congress (WMC)
Editors
Felipe Pantoja                                            Shuang Wu
IÉSEG School of Management                                Rohrer College of Business
Paris, France                                             Rowan University
                                                          Glassboro, NJ, USA
Nina Krey
Rohrer College of Business
Rowan University
Glassboro, NJ, USA

ISSN 2363-6165	    ISSN 2363-6173 (electronic)
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISBN 978-3-030-42544-9    ISBN 978-3-030-42545-6 (eBook)
https://doi.org/10.1007/978-3-030-42545-6
© The Academy of Marketing Science 2020
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,
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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.
The 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
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claims in published maps and institutional affiliations.

This Springer imprint is published by the registered company Springer Nature Switzerland AG
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
2019 Academy of Marketing Science®
     World Marketing Congress

          Enlightened Marketing in
               Challenging Times

               July 9 – 12, 2019

            University of Edinburgh
                Edinburgh, UK

                                      v
AMS Officers (2018–2020)

President                              Vice President for
O.C. Ferrell, Auburn University, USA   Membership-International
                                       Patricia Rossi, IESEG School of
Executive Vice President/Director
                                       Management, France
Harold W. Berkman, University of
Miami, USA                             Vice President for Development
                                       Janna Parker, James Madison
President-Elect
                                       University, USA
Julie Guidry Moulard, Louisiana Tech
University, USA                        Secretary/Treasurer
                                       Nina Krey, Rowan University, USA
Immediate Past-President
Adilson Borges, Carrefour & NEOMA      Co-Chair, Board of Governors
Business School, France                Barry J. Babin, University of
                                       Mississippi, USA
Vice President for Publications
                                       Joseph F. Hair, Jr., University of South
James S. Boles, University of North
                                       Alabama, USA
Carolina at Greensboro, USA
                                       Co-Director of International
Vice President for Programs
                                       Programs
Brad D. Carlson, St. Louis
                                       Jay D. Lindquist, Western Michigan
University, USA
                                       University, USA
Vice President for Membership-         Barry J. Babin, University of
North America                          Mississippi, USA
Mark Peterson, University of           John B. Ford, Old Dominion
Wyoming, USA                           University, USA

                                                                              vii
AMS Board of Governors

Barry J. Babin                         David J. Ortinau
University of Mississippi, USA         University of South Florida, USA
Co-Chair (2016–2022)                   (2016–2022)
Joseph F. Hair, Jr.                    Nicholas Paparoidamis
University of South Alabama, USA       Leonard De Vinci Business School,
Co-Chair (2018–2024)                   France (2018–2024)
Adel El-Ansary                         Leyland Pitt
University of North Florida, USA       Simon Fraser University, Canada
(2014–2020)                            (2016–2022)
Linda Ferrell                          Linda Price
Auburn University, USA (2018–2024)     University of Oregon, USA
                                       (2014–2020)
Linda Golden
University of Texas, USA (2018–2024)   Bodo Schlegelmilch
                                       Vienna University of Economics and
Jean-Luc Herrmann
                                       Business Administration, Austria
University of Lorraine, France
                                       (2014–2020)
(2016–2022)
Eli Jones
Texas A&M University, USA
(2014–2020)

                                                                            ix
2019 AMS World Marketing Congress
Co-Chairs

          Tina Harrison, University of Edinburgh, UK
          Mary Brennan, University of Edinburgh, UK

          Arrangements Co-Chairs
          Shona Black, University of Edinburgh, UK
         Charlotte Naylor, University of Edinburgh, UK

                                                         xi
2019 AMS World Marketing Congress Tracks
and Track Chairs

Advertising & Integrated Communication
Anand Kumar, University of South Florida, Tampa, USA
Ryan J. Langan, University of San Francisco, USA
Big Data & Marketing Analytics
Jake Ansell, University of Edinburgh, UK
Annie Pei-I Yu, National Chung Cheng University, Taiwan
Branding & Product Management
Cleopatra Veloutsou, University of Glasgow, UK
Kirsten Cowan, University of Edinburgh, UK
George Christodoulides, American University of Sharjah, UAE
Business-to-Business Marketing
Kaouther Koolie, Bournemouth University, UK
Elvira Bolat, Bournemouth University, UK
Children & the Marketplace
David Marshall, University of Edinburgh, UK
Consumer Behavior
Joe Vella, Malta University, Malta
Jennifer Yule, Northeastern University, USA
Consumer Culture
Stephanie O’Donohoe, University of Edinburgh, UK
Cross-Cultural, Multicultural &/or International Marketing
Monica Hernandez, St. Edwards’ University, USA
Digital Marketing
Kirk Plangger, King’s College London, UK
Jan Kietzmann, Simon Fraser University, Canada

                                                              xiii
xiv                        2019 AMS World Marketing Congress Tracks and Track Chairs

Distribution & Supply Chain Management
Rajesh Iyer, Bradley University, USA
Matt Wilson, Royal Institute of Technology, Sweden
Entrepreneurship & Innovation
Jeanette Paschen, Royal Institute of Technology, UK
Karen Robson, University of Windsor, Canada
Financial Services Consumers & Marketing
Julie Robson, Bournemouth University, UK
Heejung Park, University of Wyoming, USA
Fashion & Luxury Marketing
Patsy Perry, University of Manchester, UK
Victoria Osburg, Hull University, UK
Food Marketing & Consumption
Mary Brennan, University of Edinburgh, UK
Mary McCarthy, University College Cork, Ireland
Healthcare Marketing
Sarah Lord Ferguson, Simon Fraser University, Canada
Marketing Education
Alma Mintu-Wimsatt, Texas A&M University-Commerce, USA
Héctor R. Lozada, Seton Hall University, USA
Marketing in Emerging Markets
Jay Mulki, Northeastern University, USA
Marketing Management
Yasemin Atinc, Texas A&M University-Commerce, USA
Chris Myers, Texas A&M University-Commerce, USA
Marketing Research: Methods, Measures, & Analytics
Joe Hair, University of South Alabama, USA
Christian Ringle, Hamburg University of Technology, Germany
Marko Sarstedt, Otto-von-Guericke-University Magdeburg, Germany
Marketing Strategy
Leyland Pitt, Simon Fraser University, Canada
Vida Morkunas, Luleå University of Technology, Sweden
Marketing Theory
Jillian Farquhar, Solent University, UK
Claudia Simoes, University of Minho, Portugal
Marketing & Society
P. Sergius Koku, Florida Atlantic University, USA
Gillian Sullivan-Mort, LaTrobe University, Australia
2019 AMS World Marketing Congress Tracks and Track Chairs         xv

New Product Development & Innovation
Tek Thongpapanl, Brock University, Canada
Adam Mills, Loyola University, USA
Personal Selling & Sales Management
Felicia Lassk, Northeastern University, USA
Carsten Schultz, University of Hagen, Germany
Pricing & Customer Value
Ben Lowe, University of Kent, UK
Carl-Philip Ahlbom, Stockholm School of Economics, Sweden
Relationship Marketing
Harjit Sekhon, Coventry University, UK
Paul Ballantine, Canterbury University, New Zealand
Responsible Marketing & Ethics
Matthew Lunde, Ithaca College, USA
Vignesh Yoganathan, University of Branford, USA
Retailing
Kishore Gopalakrishna Pillai, University of East Anglia, UK
Prithwiraj Nath, Leeds Beckett University, UK
Services Marketing
Mario Eduardo Giraldo Oliveros, Universidad del Norte, Colombia
Linda Alkire, Texas State University, USA
Social Media Marketing
Ben Marder, University of Edinburgh, UK
Antonia Erz, Copenhagen Business School, Denmark
The Globalized Luxury Buyer
Joy M. Kozar, Kansas State University, USA
Lauren Copeland, Kent State University, USA
Wine & Tourism Marketing
Ulrich Paschen, Luleå University of Technology, Sweden
Special Sessions
Tina Harrison, University of Edinburgh, UK
Doctoral Colloquium
John Ford, Old Dominion University, USA
Altaf Merchant, Washington University Tacoma, USA
Proceedings Editors
Felipe Pantoja, IÉSEG School of Management, France
Shuang Wu, Rowan University, USA
Nina Krey, Rowan University, USA
2019 AMS World Marketing Congress
Reviewers

Thank you to all people who reviewed for the 2019 AMS World Marketing
Congress. These people include:
Frank Adams            Melanie Bowen               Bruce Clark
Maryam Almahd          Flavio Brambilla            Mark Cleveland
Sara Alrabiah          John Bredican               Scott Cowley
Sidney Anderson        Pedro Brito                 Adam Craig
Ali Anwar              Terrence Brown              Frances Crinnion
Anahit Armenakyan      Helen Bruce                 Oliver Cruz Milan
Aaron Arndt            Greg Brush                  Charles Cui
Mark Arnold            Son Bui                     Charlene Dadzie
Nick Ashill            Alexander Buoye             Bo Dai
Samreen Ashraf         Jamie Burton                Arezoo Davari
Abdul Ashraf           Mark Anthony Camilleri      Nebojsa Davcik
Shahin Assadinia       Ana Canhoto                 Marsabella De Castro
Gerard Athaide         Robin Canniford             Gwarlann de Kerviler
Yasemin Atinc          Lindsey Carey               Anouk de Regt
Guclu Atinc            Francois Carrillat          Dawn Deeter
Christof Backhaus      Beatriz Casais              Linda Deigh
Jennifer Barhost       Mario Cassar                Sihem Dekhili
Brittney Bauer         Daniela Castillo            Alexander DePaoli
Gabriela Beirão        Edgar Centeno               Rebecca Dingus
Myriam Bellaouaied     Nawar Chaker                Xinyu Dong
Oueslati               Anthony Chan                Mary Anne Doty
Roger Bennett          Olga Chapa                  Clare D’Souza
Adele Berndt           Prakash Chathoth            Jackie Eastman
Iain Black             Kalliopi Chatzipanagiotou   Hoda Elkolaly
Lorena Blasco          Zixuan Cheng                Theresa Eriksson
Elvira Bolat           Yanina Chevtchouk           Lu Fan
Andrea Bonezzi         Michelle Childs             Xi Fang
Edward Boon            Kerry Chipp                 Jillian Farquhar
Stefania Borghini      Raeesah Chohan              Mana Farshid
Elsamari Botha         Nicole Choi                 Syed Fazal-E-Hasan
Achilleas Boukis       Ilma Chowdhury              Caitlin Ferreira
Liliana Bove           Christina Chung             Ilaisaane Fifita

                                                                          xvii
xviii                                 2019 AMS World Marketing Congress Reviewers

Bernardo Figueiredo       Zhongqi Jin                  Zaki Malik
Joerg Finsterwalder       Mark Johlke                  Susana Marques
Paul Fombelle             Clark Johnson                Kristin Matheson
Pantea Foroudi            Andrew Johnson               Daniele Mathras
Lena Frömbling            Sertan Kabadayi              Peter McGoldrick
Mercedes Galan            Mathieu Kacha                Sally McKechnie
Karine Gallopel-Morvan    Selma Kadic Maglajlic        Graeme McLean
Edith Galy                Michael Kaplan               Kylie Mcmullan
John Girond               Ali Kara                     Nina Michaelidou
Sarah Glozer              Sheena Karangi               Mayoor Mohan
Artyom Golossenko         Ella Karat                   Bhavya Mohan
John Grable               Wiebke Keller                Lisa Monahan
Philip Grant              David Kerruish               Matteo Montecchi
Elaine Grech              Seth Ketron                  Vida Morkunas
Mitch Griffin             Martin Key                   Stacey Morrison
Francisco Guzman          Sajid Khan                   Mona Mrad
Alexander Haas            Muhammad-Ali Khan            Mekhail Mustak
Kris Lindsey Hall         Eva Kipnis                   Susan Myrden
Wade Halvorson            Theresa Kirchner             Hana Na
Bo Han                    Martin Klarmann              Iman Naderi
Chris Hand                Gary Knight                  Brian Nagy
Jianyu Hao                Sarah Köcher                 Smitha Nair
Fiona Harris              Sören Köcher                 Anna Nappa
Tina Harrison             Jirka Konietzny              Michael Obal
Nicole Hartley            Kaouther Kooli               Christina O’Connor
Nat Hartman               Ioannis Kostopoulos          Genevieve O’Connor
Tracy Harwood             Alena Kostyk                 Stephanie O’Donohoe
Stephanie Hayden-Pane     Joy Kozar                    Mauricio Ortiz
Mario Hayek               Nina Krey                    Elena Osadchaya
Simon Hazée               Gary H. Kritz                Victoria-Sophie Osburg
Anna-Bertha Heeris        Kunal Kunal                  Sergio Osuna
Christensen               Werner Kunz                  Carmen Otero-Neira
Sabrina Hegner            Winston Kwon                 Adesegun Oyedele
Claudia Henninger         Sophie Lacoste-Badie         Vandana Pareek
Wookjae Heo               Des Laffey                   Narang Park
Dennis Herhausen          Carmen Lages                 Ulrich Paschen
Audur Hermannsdottir      Effie Lagos                  Jeannette Paschen
Marc Herz                 Pei-Chun Lai                 Zhi Pei
Krista Hill               Jungeun Lee                  Dikla Perez
Ann Hindley               Linda Lee                    Patsy Perry
Dong Hoang                Sheena Leek                  Maria Petrescu
Maria Holmlund-Rytkönen   Chih-Chin Liang              Dan Petrovici
Jonas Holmqvist           Marcel Lichters              Daniel Petzer
Marianne Hooper           Shuyu Lin                    Ian Phau
David Houghton            Kuo-Yi Lin                   Stephen Pirog
Cheng-Chieh Hsiao         Andrew Lindridge             Christine Pitt
Chao-Chin Huang           Hongfei Liu                  Leyland Pitt
Kendra Ingram             Dong Liu                     Silvia Platania
Björn Ivens               George Lodorfos              Wesley Pollitte
Pramod Iyer               Sarah Lord Ferguson          Chatdanai Pongpatipat
Anand Jaiswal             Mauricio Losada              Chris Raddats
Fernando Jaramillo        Ben Lowe                     Vahid Rahmani
Rama Jayanti              Jewon Lyu                    Rather Raouf
2019 AMS World Marketing Congress Reviewers                                    xix

Elva Resendez               Shirway Siew              Eric Van Steenburg
Mignon Reyneke              Claudia Simoes            Joseph Vella
Jeandri Robertson           Reema Singh               Debbie Vigar-Ellis
Nichola Robertson           Jose Ribamar Siqueira     Rohini Vijaygopal
Clarinda Rodrigues          Nkosi Sithole             Ricardo Villarreal
Rocio Rodriguez             Keith Smith               Sylvia von Wallpach
Marisabel Romero            Jeffery Smith             Kevin Voss
Mei Rose                    Elin Brandi Sørensen      Kathryn Waite
Sanjit Kumar Roy            Juan Carlos Sosa Varela   Stacie Waites
Subhadip Roy                John Spillan              Stephan Wallaschkowski
Brian Rutherford            Sridhar Sridhar           Chih-Chien Wang
Orsolya Sadik-Rozsnyai      Mary Steffel              Yong Wang
Manny Said                  Vicky Story               Hao Wang
Sandeep Salunke             Carola Strandberg         Valerie Wang
Sridhar Samu                Odile Streed              Janet Ward
Sudipto Sarkar              Jaebeom Suh               Jeremy White
Maria Sarmento              Gillian Sullivan-Mort     Stephen Wigley
Carolin Scheiben            Nguyen Tran               Ria Wiid
Bruno Schivinski            Kearney Treasa            Matthew Wilson
Tali Seger                  Emily Treen               Len Wright
Rania Semaan                Giang Trinh               Yi-Chia Wu
Kevin Shanahan              Rohitkumar Trivedi        Ruiliang Yan
Nazuk Sharma                Ting Hsiang Tseng         Natalia Yannopoulou
Duncan Sherese              Ceren Turedi              Atefeh Yazdanparast
Yuying Shi                  Darach Turley             Vignesh Yoganathan
Chuan-Feng Shih             Sven Tuzovic              Wantao Yu
Hyemi Shin                  Nektarios Tzempelikos     Saman Zehra
Hyun Ju Shin                Ramaprasad Unni           Michelle Zeng
Kunio Shirahada             Taylan Urkmez             Miao Zhao
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 pro-
fessoriate 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 by the Board of
Governors in the spring of 1984 and by the general membership in 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 practi-
       cable conjunction.
	  2.	Further the science of marketing throughout the world by promoting the con-
       duct 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 solu-
       tion 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 fellow’s 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.

                                                                                     xxi
xxii                                                                          Preface

	  9.	Seek means for establishing student scholarships and professional university
       chairs in the field of marketing.
10.	Offer fellows 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.
Paris, France                                                        Felipe Pantoja
Glassboro, USA                                                         Shuang Wu
Glassboro, USA                                                           Nina Krey
Acknowledgments

This book contains the full proceedings of the 2019 Academy of Marketing Science
World Marketing Congress held in Edinburgh, UK. Gratitude and appreciation goes
to the University of Edinburgh for cohosting the 22nd World Marketing Congress.
    Under the theme “Enlightened Marketing in Challenging Times,” this volume
incorporates the essence of the “Scottish Enlightenment” by advancing progress
and scientific method. With 300 years having passed since the defining era, its core
values of rational debate, liberalism, and pursuit of knowledge are increasingly
being challenged by a rapidly changing, globally shifting, and digitally-connected
world. Indeed, marketers face complex challenges of social, political, economic,
and technological nature. In response, research assesses strategies to remain authen-
tic, launch relevant products, build meaningful relationships, and address diverse
consumer interests. This congress and accompanying proceedings critically reflect
and reframe the roles of marketing in incorporating and advancing ideals as well as
actions of the Scottish Enlightenment within contemporary marketing theory and
practice.
    The Academy of Marketing Science would like to recognize the individuals who
have contributed to the success of the conference. Special acknowledgment goes to
the conference co-chairs, Tina Harrison and Mary Brennan. Their incredible com-
mitment and tireless effort greatly facilitated the coordination of this congress.
Furthermore, a warm thank you to Shona Black and Charlotte Naylor for managing
local arrangements. As always, track chairs’ contribution to the congress was essen-
tial in managing the review process and organizing preliminary sessions. Finally,
gratitude is extended to the AMS home office and all the volunteers who diligently
work behind the scenes to ensure the success of the event.
    At this time, our continuous gratitude is also expressed to the Co-Directors of
International Programs – Jay D. Lindquist, Barry J. Babin, and John B. Ford. We
would like to specifically acknowledge Jay D. Lindquist for his tireless effort,
exceptional commitment, and unceasing dedication over the past years. His service
to AMS and the international conferences has truly shaped and developed the WMC
to the successful event it is today. Thank you for your amazing work, Jay!

                                                                                xxiii
xxiv                                                               Acknowledgments

   Lastly, the Academy of Marketing Science extends sincere appreciation to all
those who submitted their research and presented their ideas, contributed as review-
ers and discussion leaders, and all others who volunteered to make the meeting a
success. Thank you to all the attendees from around the world who made this con-
gress another special AMS event. The 2019 Academy of Marketing Science World
Marketing Congress would not have been possible without the support of these
many individuals.

Paris, France                                                       Felipe Pantoja
Glassboro, USA                                                        Shuang Wu
Glassboro, USA                                                          Nina Krey
Contents

 pplying Evolutionary Psychology in Navigating the
A
Standardization/Adaptation Debate in International Advertising��������������    1
Lachezar Ivanov
 ruth, Half-Truth or Little White Lie? Exploring Public
T
Sentiment toward Advertising through Cartoon Analysis ��������������������������    9
Ria Wiid and Kerstin Heilgenberg
 he Impact of Culture on Humorous Ads: An Abstract������������������������������   23
T
Dragana Medic and Jean-Marc Decaudin
 arketing Web Trends: An Algorithm and Brand Equity
M
Nowcasting Application: An Abstract������������������������������������������������������������   25
Stephen L. France and Yuying Shi
 rivacy or Personalization? Drivers, Deterrents and Moderators
P
of Consumers’ Willingness to Disclose Personal Data����������������������������������   27
Teresa Fernandes and Nuno Pereira
 ig Data Analytics in Product Innovation Context: An Abstract����������������   37
B
Nick Hajli, Mina Tajvidi, Ayantunji Gbadamosi, and Waqar Nadeem
 ow Big Data Utilization Affect Firms Marketing-related
H
Strategies and Performance: An Abstract ����������������������������������������������������   39
Itzhak Gnizy
 he Impact of Different Aspects of Perceived Authenticity
T
on the Tourist-­­Destination Relationship Quality: An Abstract��������������������   41
Xi Fang, Kalliopi Chatzipanagiotou, and Cleopatra Veloutsou
 eceptive Use of the ‘Regionality’ Concept in Product Labelling:
D
An Abstract������������������������������������������������������������������������������������������������������   43
Marc Herz and Adamantios Diamantopoulos

                                                                                                                  xxv
xxvi                                                                                                        Contents

 rand Heritage vs. Brand Nostalgia: Same Same, but Different?��������������   45
B
Stefanie Jensen, Martin Ohlwein, and Sebastian Burczyk
I Feel Good: The Impact of Atmospherics General Interior
 Variables on Shopper Behavior: An Abstract ����������������������������������������������   57
Maher Georges Elmashhara and Ana Maria Soares
 xpectations vs. Reality: Can Sensory Incongruence
E
Generate Positive Emotion and Behaviour in the Online
Shopping Context? An Abstract ��������������������������������������������������������������������   59
Brendan Emmerson, Cathy Barnes, and Prithwiraj Nath
I nfluencing Consumers’ Buying Behavior through Smell:
 An Abstract������������������������������������������������������������������������������������������������������   61
 Flor Esthela Morton Rodríguez
 hinking Creatively through Hands��������������������������������������������������������������   63
T
Jung Eun Lee and Nara Youn
 ocial Service Robots: What do we Know
S
and Where do we Go Next? An Abstract ������������������������������������������������������   77
Daniela Berg, Nicole Hartley, and Linda Alkire (née Nasr)
 he Impacts of Restaurant Technology on Customer Dining
T
Experiences: The Moderating Role of Need for Interaction:
An Abstract������������������������������������������������������������������������������������������������������   79
Hsin-Hui (Sunny) Hu, Chi-Ting Chen, and Pei-Chun Lai
 ow can Firms Stop Negative Word-of-­Mouth? A Typology
H
of Online Complainants: An Abstract������������������������������������������������������������   81
Wolfgang J. Weitzl, Clemens Hutzinger, and Sabine A. Einwiller
 as Luxury Consumption Something to do with Fear and Love?��������������   83
H
Caner Cesmeci and Sebnem Burnaz
 illennial Consumer’s on Instagram: Implications for Luxury
M
Brands vs. Celebrity Influencers: An Abstract ��������������������������������������������   97
Lauren Copeland and Jewon Lyu
The Elephant in the Room: An Abstract�������������������������������������������������������   99
Mikko Hänninen
 omponents of Customer Experience and their Impact
C
on Co-created Value: An Abstract������������������������������������������������������������������ 101
Ozge Demir
 an Someone Become Like Someone Else by Eating his
C
or her Leftovers? Analyzing the Perceived Transmission
of Personality Traits through Leftovers: An Abstract���������������������������������� 103
Larissa Diekmann
Contents                                                                                                       xxvii

 ports Marketing Special Session: Youth Sport Participation
S
and Youth Olympic Games: An Abstract������������������������������������������������������ 105
Anahit Armenakyan
 ports Marketing Special Session: Cricket
S
in the North: The Impact of Sports Participation
and Sponsorship on Immigrant Social Inclusion
and Fostering Welcoming Communities: An Abstract �������������������������������� 107
Natalya Brown, Anahit Armenakyan, and Ankur Shahi
 ports Marketing Special Session:
S
Ice Hockey Consumers: Who Cares about Women
Recreational Players? An Abstract���������������������������������������������������������������� 109
Denyse Lafrance Horning
 ports Marketing Special Session: Enlightened Learning
S
in Sport Marketing: An Abstract�������������������������������������������������������������������� 111
Denyse Lafrance Horning
A Multiple-Item Dimensional Scale for Measuring Store Equity �������������� 113
Johara Al Assafe and Abdullah M. Alhidari
 rand Strength’s Nomological Net and Dimensional Dynamics:
B
An Abstract������������������������������������������������������������������������������������������������������ 127
Walter Wymer and Riza Casidy
 ow Firms Achieve Technology Readiness for IoT Adoption?
H
Views from Market Orientation and Adaptive Capability:
An Abstract������������������������������������������������������������������������������������������������������ 129
Yu-Xiang Yen
 rom the Stone Age to our Digital Age: A Theoretical
F
Explication of the Historical Development of International
Distribution: An Abstract�������������������������������������������������������������������������������� 131
Charles Ingene and Jie G. Fowler
 trategic Responses to Dynamic Changes: The Roles of Agility
S
and Ambidexterity in International Marketing: An Abstract �������������������� 133
Yoel Asseraf and Aviv Shoham
 he Underlying Sources of OI-IO’s Strategic
T
Approaches and International Marketing: An Exploratory
Qualitative Study: An Abstract���������������������������������������������������������������������� 135
Yoel Asseraf and Aviv Shoham
 he Interplay between Market, Innovativeness, Learning,
T
and Entrepreneurial (MILE) Strategic Orientations
and Export Performance: A Configurational Perspective
Using fsQCA: An Abstract������������������������������������������������������������������������������ 137
Dalia Velan and Aviv Shoham
xxviii                                                                                                     Contents

Startups and Country of Origin Positioning Strategy: An Abstract ���������� 139
Marco Faldini and Carlos E. Lourenço
 pecial Session: Relationship Intelligence: Affordance
S
of AI in Practice: An Abstract������������������������������������������������������������������������ 141
Rodrigo Perez-Vega, Paul Hopkinson, Aishwarya Singhal,
and Kathryn Waite
 pecial Session: Corporate Social Responsibility and AI:
S
The Case of Fashion: An Abstract������������������������������������������������������������������ 143
Patsy Perry, Rachel Ashman, and Iain Duncan Stalker
I ’m not Thrilled about my Colonoscopy: Assessing Sentiment
 and Emotions from Social Media Posts: An Abstract���������������������������������� 145
Christine Pitt, Ian McCarthy, Mila Lazarova, Ria Wiid,
and Kerstin Heilgenberg
 esigned to Spread the Message? Generation Y’s Perception
D
of Using Social Media for Healthcare Marketing: An Abstract������������������ 147
Jeandri Robertson and Caitlin Ferreira
 he Impact of Anti-Sugar Public Health Campaigns
T
on Implicit Attitudes: An Abstract ���������������������������������������������������������������� 149
Michael Kaplan, Raeesah Chohan, David Rosenstein,
and Mark Drummond
 oral Identity in Retail Markets: An Abstract�������������������������������������������� 151
M
Ioannis Krasonikolakis
 aking the Unknown Known: Using I-poems in Qualitative
M
Marketing Research: An Abstract������������������������������������������������������������������ 153
Julie Robson and Caroline Burr
 easurement and Implications of Experiential Retail:
M
An Abstract������������������������������������������������������������������������������������������������������ 155
James Reardon, Anita Radon, and Daniel Brannon
 orporate Sustainability Crisis Management:
C
A Conceptual Framework������������������������������������������������������������������������������ 157
Guido Grunwald and Jürgen Schwill
 hen Will Going Green Enhance Firm Performance?:
W
An Abstract������������������������������������������������������������������������������������������������������ 171
Tanawat Hirunyawipada and Yue Pan
 elieve to Go the Extra Mile: Exploring the Influences
B
of Internal CSR Initiatives on Service Employee Organizational
Citizenship Behavior: An Abstract���������������������������������������������������������������� 173
Haw-Yi Liang, En-Yi Chou, and Jiun-Sheng Chris Lin
Contents                                                                                             xxix

 essage Framing in CSR Communication: An Abstract���������������������������� 175
M
Boris Bartikowski and Guido Berens
 elf-deservingness and Satisfaction in Co-creative
S
Customer-Brand Relationships: An Abstract������������������������������������������������ 177
Samantha McEvedy, Gillian Sullivan-Mort, Susan Paxton,
and Clare D’Souza
 Research Framework for Analyzing Customer Journeys
A
in the Digital Age: An Abstract ���������������������������������������������������������������������� 179
Benedikt Lindenbeck
 pecial Session: A Bibliometric Review on the Role of E-Commerce
S
for Firms’ International Growth: An Abstract �������������������������������������������� 181
Riccardo Resciniti, Michela Matarazzo, and Federica De Vanna
 pecial Session: Sociodemographic Antecedents
S
of Psychological Flow: Evidence from Outdoor
Adventure Tourism: An Abstract ������������������������������������������������������������������ 183
Cesare Amatulli, Alessandro M. Peluso, Luca Petruzzellis,
and Gianluigi Guido
 etting the Most from Omnichannel Management Strategy:
G
Special Session: Best Articles from the Italian
Marketing Association: An Abstract�������������������������������������������������������������� 185
Valeria Belvedere and Annalisa Tunisini
 pecial Session: Luxury Consumer Perceptions
S
of Brand Charisma: An Abstract�������������������������������������������������������������������� 187
Nicholas J. Ashill, Rania W. Semaan, and Paul Williams
 pecial Session: Drivers of Female Luxury Consumption
S
in the Gulf Region: An Abstract �������������������������������������������������������������������� 189
Rania W. Semaan, Valerie Lindsay, Paul Williams, and Nicholas J. Ashill
 pecial Session: Investigating Pre-Loved Luxury
S
Brand Consumption: An Abstract������������������������������������������������������������������ 191
Yunjie Lu, Cleopatra Veloutsou, and Katherine Duffy
 he Role of Employee Attachment in Creating Service Climate:
T
A Low-­Skilled Workers’ Perspective: An Abstract�������������������������������������� 193
Ines Branco-Illodo, Lisa Qixun Siebers, Linda Lee, and Fei Li
 ode-Switching in Advertising to Ethnic Bilingual Minorities:
C
The Case of Health Care Services������������������������������������������������������������������ 195
Olga Kvasova and John Buffington
Legitimacy of Negative Online Customer Engagement: An Abstract�������� 205
Kathryn Waite, Nurdilek Dalziel, and Tina Harrison
xxx                                                                                                        Contents

 rand Spillover within the Insurance Ecosystem: An Abstract������������������ 207
B
Julie Robson, Jillian Farquhar, and Samreen Ashraf
 uilding Legitimacy for CSR in Banking through Marketing
B
Communications: Enlightenment from Sub-Saharan Africa:
An Abstract������������������������������������������������������������������������������������������������������ 209
Linda Deigh, Jillian Farquhar, and Julie Robson
 ecision Delegation and Trust: Insights from Financial Services:
D
An Abstract������������������������������������������������������������������������������������������������������ 211
Sanjit K. Roy, James F. Devlin, Harjit Sekhon, and Xuemei Bian
 ecoding User-Generated Images as a New Genre of eWOM:
D
An Abstract������������������������������������������������������������������������������������������������������ 213
Shuyu Lin
 xamining the Strategic Alignment Effect Between Strategic
E
Orientation and Market Orientation on Business Performance ���������������� 215
Hui-Ling Huang, Yue-Yang Chen, and Shang-Wen Chuang
 ealing with Ambiguity in Online Customer Reviews:
D
The Topic-Sentiment Method for Automated Content Analysis������������������ 227
Edward Boon and Elsamari Botha
 ation Brands in Expert Electronic Word-­of-­Mouth: An Abstract������������ 239
N
Zixuan “ Mia” Cheng, Chatdanai Pongpatipat, and Leyland Pitt
 n Adaptation of the Source Credibility Model
A
on Social Influencers: An Abstract���������������������������������������������������������������� 241
Klaus-Peter Wiedmann and Walter von Mettenheim
 ndorser Credibility and Psychological Ownership
E
in the Social Media-Based Influencer Marketing Context:
An Abstract������������������������������������������������������������������������������������������������������ 243
Mandy Pick
 oes Positive E-WOM Always Improve Firm’s Performance?
D
Evidences from Emerging Markets: An Abstract���������������������������������������� 245
Ronaldo Pereira Nunes and José Marcos Carvalho de Mesquita
 eterminants of the Marketing Budget Allocation
D
Process across Countries Using Artificial Neural Network
Classification: Japan, Germany, United States: An Abstract���������������������� 247
David J. Smith
I mproving Exporting through Innovating in the Developing
 Country Context: An Abstract������������������������������������������������������������������������ 249
 Cheryl Nakata
Contents                                                                                                         xxxi

 roduct Adaptation for Rural Markets: A Social Relations
P
Approach: An Abstract������������������������������������������������������������������������������������ 251
G. Sridhar, Vaibhav Chawla, and Teidor Lyngdoh
I ntegration of Geddesian Town Planning Theory into Marketing:
 An Interdisciplinary Approach for Bottom of Pyramid Market:
 An Abstract������������������������������������������������������������������������������������������������������ 253
 Ayush Chaudhary and Varisha Rehman
 oes Capability Increase Firm Performance at All Times?
D
An Assessment of Firm Involvement Capability: An Abstract�������������������� 255
Thomas Anning-Dorson
 he Customers’ Role in Service Recruitment
T
and Retention in the Sharing Economy: An Abstract���������������������������������� 257
Daniel J. Petzer and Estelle van Tonder
 ustomer Channel Adoption and Migration Behavior
C
in an Extensive Channel Environment: An Abstract������������������������������������ 259
Yuying Shi and Chris Myer
 rand and Market Orientations Linkage with Firm Performance:
B
Towards a Hybridised Conceptual Framework: An Abstract �������������������� 261
Linda Narh, Mahmoud A. Mahmoud, Ernest Y. Tweneboah-Konduah,
and Raphael Odoom
 ynamic Pricing and Shopping Cart Abandonment
D
in Online Retail: An Abstract������������������������������������������������������������������������� 263
Mikko Hänninen and Carl-Philip Ahlbom
 n Extension of Consumers’ Green Consumption Value
A
to Financial Life: An Abstract������������������������������������������������������������������������ 265
Heejung Park
 he Ultimate Marketing Challenge: Understanding
T
Environmentally Conscious Consumer Behaviour and the Role of
Environmental Concern: An Abstract����������������������������������������������������������� 267
Treneya Reddy and Debbie Ellis
Review of Organic Produce Purchasing in Canada: An Abstract�������������� 269
Taylor Hummel and Anahita Baregheh
 iffering Impacts of Price Pressure and Innovation Pressure:
D
An Abstract������������������������������������������������������������������������������������������������������ 271
R. Mohan Pisharodi and Ravi Parameswaran
 vercoming Territorial Tensions in Servitized Networks:
O
An Abstract������������������������������������������������������������������������������������������������������ 273
Judy Zolkiewski, Jamie Burton, Vicky M. Story, Chris Raddats,
Tim Baines, and Dominic Medway
xxxii                                                                                                Contents

 he Role of Luxury Consumption Motivations in Luxury Brand
T
Communication: An Abstract ������������������������������������������������������������������������ 275
Cesare Amatulli, Matteo De Angelis, and Carmela Donato
 nderstanding the Marketing Anatomy of the Modern
U
Menswear Fashion Brand: An Abstract�������������������������������������������������������� 277
Julie McColl and Christopher Moore
 he Influence of Customer Involvement in Data Analytics
T
on Innovation: An Abstract���������������������������������������������������������������������������� 279
Haisu Zhang and Yazhen Xiao
 he Effectiveness of Specific Go-to-Market Strategies
T
for Digital Innovation Adoption: An Abstract���������������������������������������������� 281
Monika C. Schuhmacher, Elisa Konya-Baumbach, Sabine Kuester,
and Victoria Kuharev
 ocial Power and Entrepreneurial Action: An Abstract������������������������������ 283
S
Sherese Y. Duncan
 Cross-National Investigation of Students’ Views of International
A
Marketing/Business Topics and their Preferred Learning
Methods: An Abstract�������������������������������������������������������������������������������������� 285
Ali Kara, Alma Mintu-Wimsatt, John Spillan, Long Zhang,
and Carlos Ruiz
 wo Birds, One Survey: Experiential Learning by Students
T
and Faculty Using a Marketing Research Module: An Abstract���������������� 287
Jessica Hoppner and Betsy Tretola
 he Impact of Gamification on Learner Engagement,
T
Enjoyment and Performance: An Abstract �������������������������������������������������� 289
Taylan Yalcin, Ekin Pehlivan, and Cristina Nistor
 xploring the Construction of Crib Sheets: An Abstract���������������������������� 291
E
John Bredican, Jayne Heaford, Anouk de Regt, and Kirk Plangger
 pecial Session: Why Multicultural Marketing is No Longer
S
Enough for the Rainbow Nation: Conceptualising the Role
of Marketing in Intercultural Relations in Post-Colonial
Contexts: An Abstract�������������������������������������������������������������������������������������� 293
Lizette Vorster, Eva Kipnis, Gaye Bebek, and Catherine Demangeot
 pecial Session: Examining Implications of Marketing
S
(mis)Representation on Wellbeing of Consumers with Disabilities:
A Cross-Cultural Comparison: An Abstract ������������������������������������������������ 295
Shauna Kearney, Eva Kipnis, and Ian Brittain
Contents                                                                                                xxxiii

 pecial Session: Examining the Effects of Multicultural
S
Integrated Advertising Message Framing on Perceived Benefits of
Multiculturalism: An Abstract������������������������������������������������������������������������ 297
Eva Kipnis, Chris Pullig, Catherine Demangeot, Cristina Galalae,
Julie Emontspool, Oscar Ybarra, and Kimberly Rios
 he Highs and Lows of Consumer Expectations in Relation
T
to Commercial Weight-Loss Programs: An Abstract ���������������������������������� 299
Samantha McEvedy, Gillian Sullivan-Mort, Susan Paxton,
and Clare D’Souza
I mportance of Self-Control in Facilitating Healthy Food Purchasing
 Behaviour Despite Cue Disruption: An Abstract������������������������������������������ 301
 Sarah Jane Flaherty, Mary B. McCarthy, Alan M. Collins,
 Claire McCafferty, and Fionnuala M. McAuliffe
 ustainable Food Consumption: The Influence of Governmental
S
Assistance Programs on Low-Income Consumers’
Decision-Making: An Abstract������������������������������������������������������������������������ 303
Heejung Park and Matthew Lunde
 erception of Digitalization across a Typology of Consumer
P
Behavior: An Abstract ������������������������������������������������������������������������������������ 305
Oliver Gansser and Carsten D. Schultz
 hen Social-Recognition Trumps Financial Incentives
W
as Desired Currency: An Abstract������������������������������������������������������������������ 307
Kerry T. Manis
 ate is Such a Strong Word… Or is it? An Abstract������������������������������������ 309
H
Aslı Kuşçu
 rand Hate and Non-Repurchase Intention:
B
The Mediator Role of Word-of-­­Mouth: An Abstract������������������������������������ 311
Marco Cioppi, Ilaria Curina, Barbara Francioni, Sabrina M. Hegner,
and Elisabetta Savelli
 pecial Session: How does Marketing Fit in the World?
S
Questions of Discipline Expertise, Scope, and Insight: An Abstract���������� 313
Martin Key, O.C. Ferrell, Leyland Pitt, Jan Kietzmann,
and Sarah Lord Ferguson
 ugmented Reality: What Motivates Late Millennials
A
towards Fashion Mobile Apps?���������������������������������������������������������������������� 315
Mafalda Teles Roxo and Pedro Quelhas Brito
I s an Airport Like any Other Mall? Identification of Passengers’
 Activities Patterns in an International Airport �������������������������������������������� 329
Victor Mejía, Philippe Luu, Mantiaba Coulibaly, Djamila Elidrissi,
and Alain Simard
xxxiv                                                                                                      Contents

 ultural Effects: Consumption Choice and Subjective
C
Well-Being of Consumers in Emerging Markets: An Abstract�������������������� 343
Gregory Kivenzor
 elf-Construal and Green Behaviors: A Study of Young
S
American and Japanese Consumers: An Abstract �������������������������������������� 345
Alexander Muk and Christina Chung
 nderstanding Chinese Consumers’ and Chinese Immigrants’
U
Purchase Intentions toward Global Brands with Chinese Elements:
The Moderating Role of Acculturation: An Abstract ���������������������������������� 347
Michel Laroche, Marie-Odile Richard, and Muxin Shao
 olutions Salesperson’s Problem Solving Approaches:
S
An Exploration from the Customer’s Perspective: An Abstract ���������������� 349
Sreedhar Madhavaram, Vishag Badrinarayanan, Radha Appan,
and Indu Ramachandran
 alesperson’s Resilience and its Effect on Sales Performance
S
in the Presence of Ambiguity-Based Role Stress
and the Interplay with Proactivity: An Abstract������������������������������������������ 351
Sebastian Pyka and Cornelia Zanger
 aking Sense of Online Reviews: A Machine Learning Approach:
M
An Abstract������������������������������������������������������������������������������������������������������ 353
Dana E. Harrison and Haya Ajjan
 he Three-Component Multidimensional Model
T
of Self-Image Congruence: An Abstract�������������������������������������������������������� 355
Magdalena Kolańska, Oleg Gorbaniuk, and Michał Wilczewski
 Case for Fat: How Increasing Dietary Fat
A
(and Decreasing Carbohydrates) Can Treat Cancer, Obesity,
and Heart Disease and why Marketers Should Care: An Abstract������������ 357
Julie Guidry Moulard and Shannon Rinaldo
“ How Often Do Your Kids Have Fast Food for Lunch?”
 Gaining Insights when Marketing a Sensitive Product
 to a Vulnerable Target Group: An Abstract�������������������������������������������������� 359
 Fabian Nindl and Cordula Cerha
The Professor Brand: An Exploratory Study: An Abstract������������������������ 361
Adele Berndt and Darko Pantelic
 rand Purpose: Perspectives and Purchase Behaviour
B
of Generation Z: An Abstract ������������������������������������������������������������������������ 363
Julie McColl and Elaine Ritch
Contents                                                                                                        xxxv

 ake News and the Willingness to Share: The Role of Confirmatory
F
Bias and Previous Brand Transgressions: An Abstract�������������������������������� 365
Kelly Weidner, Frederik Beuk, Anjali Bal, and Zhen Zhu
 mergence of Social Power in Business to Business Relationships:
E
An Abstract������������������������������������������������������������������������������������������������������ 367
Sherese Y. Duncan
I s Transparent Cost Always Good? Different Effects
 of Cost Transparency on Consumer Perceptions by Retail
 Price and Product Type: An Abstract������������������������������������������������������������ 369
 Sojin Jung, Hyeon Jeong Cho, and Byoungho Ellie Jin
 ow Brand Empowerment Strategies Affect Consumer Behavior:
H
From the Psychological Ownership Perspective: An Abstract�������������������� 371
Songyee Hur and Sejin Ha
 xploring Customers’ Motives to Engage in Value Co-creation:
E
An Abstract������������������������������������������������������������������������������������������������������ 373
Sanjit K. Roy, Gaganpreet Singh, and Harjit Sekhon
 Motivation Account of Co-creation Effect:
A
The Role of Regulatory Focus on Consumer Willingness to Pay
for Co-creation Activities: An Abstract���������������������������������������������������������� 375
Tang Yao, Lan Xia, and Qiuying Zheng
 he Missing Link: Where Does Value Fit in the Picture:
T
An Abstract������������������������������������������������������������������������������������������������������ 377
Brian L. Bourdeau, J. Joseph Cronin Jr, Christopher D. Hopkins,
Duane M. Nagel, and Colleen Bourdeau
 xploring Destination Image of Outlying Island Agriculture
E
from Service-­Dominant Logic Perspective: An Abstract ���������������������������� 379
Jia-Wei Tang, Tsuen-Ho Hsu, and Ming-Lun Chen
 ediating Effect of Ad Scarcity and Attention on Recall
M
for Ephemerality in Marketing: An Abstract������������������������������������������������ 381
Hitmi Khalifa Alhitmi, Jake Ansell, and Ben Marder
‘ No to Modern Football’: The Digitized Amplification
 of Collaborative Glocalization among Extreme Fan Communities:
 An Abstract������������������������������������������������������������������������������������������������������ 383
 Dave Alton and Stephen R. O’Sullivan
 redicting Engagement Generated by Digital Interactions:
P
An Abstract������������������������������������������������������������������������������������������������������ 385
Karla Barajas-Portas
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