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About this book

This volume includes the full proceedings from the 2012 World Marketing Congress and Cultural Perspectives in Marketing held in Atlanta, Georgia with the theme Thriving in a New World Economy. The focus of the conference and the enclosed papers is on global marketing thought, issues and practices. This volume presents papers on various topics including marketing management, marketing strategy, and consumer behavior.

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.​

Table of Contents

Frontmatter

Exploring and Exploiting Relationships in Business Markets

2016 | OriginalPaper | Chapter

Building Initial Relationships: The Emerging Tasks of Sales in New Business Development

Alexander Haas, Antonella La Rocca, Ivan Snehota

2016 | OriginalPaper | Chapter

The Franchisor/Franchisee Relationship: How can this Relationship be Strengthened from the Franchisees’ Perspective?

Mimi Rickard

2016 | OriginalPaper | Chapter

Interpersonal Trust and Within-Nation Regional E-Commerce Activity

John T. Gironda, Mark F. Peterson

Understanding the Sales Force

2016 | OriginalPaper | Chapter

A Study to Consider how Salespeople believe They can Build a Long Term Service Relationship with their Customers

Jasmin Baumann, Kenneth Le Meunier-tzHugh, Leslie Le Meunier-tzHugh

2016 | OriginalPaper | Chapter

Conceptualizing Multichannel Consumer/Salesperson Interactions For A High Tech Product

Cindy Rippé

2016 | OriginalPaper | Chapter

Pricing and Sales Force Compensation Strategies: Are They Motivating or Demotivating Your Sales Force?

Wendy Ritz

2016 | OriginalPaper | Chapter

Experimental Examination of Performance Consequences of Change Implementation for Sales Force Integration

Joon-Hee Oh

Entrepreneurship & Family Business in the Global Marketplace

2016 | OriginalPaper | Chapter

Understanding Market Orientation Among Small Businesses in Rural Ghana

Blankson Charles, Cowan Kirsten, Tran Trang

2016 | OriginalPaper | Chapter

Franchising, Knowledge Transfer, and Development in Emerging Markets

Audhesh Paswan, Rajasree K. Rajamma

2016 | OriginalPaper | Chapter

Opportunities and Challenges for Family Businesses Pursuing Global Markets

Vijay K. Patel, Torsten M. Pieper, Joseph F. Hair Jr.

Embedding Ethics in Corporate Practice

2016 | OriginalPaper | Chapter

Cowboy Ethics: Marketing Gimmick or Business Ethics Tool?

Terri L. Rittenburg

Customer Evaluation and Cultural Embeddedness

2016 | OriginalPaper | Chapter

Linking Values and Behaviour to Understand Sustainable Consumption Pattern of Indians: A Structured Abstract

Rajat Sharma, Mithileshwar Jha

2016 | OriginalPaper | Chapter

Conform or Resist? Immigrant Females and Consumer Empowerment

Onyipreye Worlu, Andrew Lindridge

2016 | OriginalPaper | Chapter

What Drives Mass Transport Usage Intentions: Collectivism, Environmentalism, or Plain Pragmatism?

Mel F. Zuberi

2016 | OriginalPaper | Chapter

Building Understanding of the Domain of Destination Image: A Review

Wided Batat, Sakal Phou

When Firms Get Talkative: A Look at Corporations and Social Media

2016 | OriginalPaper | Chapter

A Cross-Cultural Drive to Innovation: Phronetics from the Field

Ginger Grant

2016 | OriginalPaper | Chapter

Like It or Not - Social Media Marketing in B2B Companies

Stefanie Paluch, Hartmut Holzmueller

2016 | OriginalPaper | Chapter

Usage and Importance of Social Media for Corporate Communication and Stakeholder Dialogue

Lina M. Gomez, Ricardo Chalmeta, Juan Carlos Sosa-Varela

Research Issues in Various Markets

2016 | OriginalPaper | Chapter

A Structural Equation Model of Credit Card Debt Among the Youth Market

Sandra Awanis, Charles C. Cui

2016 | OriginalPaper | Chapter

Conscious and Subconscious Evaluation of Service Recovery Situation

Rafal Ohme, Michal Matukin, Christo Boshoff

2016 | OriginalPaper | Chapter

How National Cultures Influence National Rate of Innovation

Jing Betty Feng, Leigh Anne Liu

2016 | OriginalPaper | Chapter

Ethnic Marketing is Not New – Challenging Research Methodologies Behind it is. Preliminary Phd Results About the Application of Projective Techniques in Ethnic Focus Groups

Stephanie Herold

Sustainable Consumption

Frontmatter

2016 | OriginalPaper | Chapter

Sustainable Consumption Through Innovative Use: Marke Eigenbau in the Former East Germany

Marco Wolf, Pia A. Albinsson, Dennis A. Kopf

2016 | OriginalPaper | Chapter

I Mean Green So i Eat Organic: Testing the Effect of Peer Pressure on the Purchase and Consumption of Organic Food

Mel F. Zuberi

Aspects of Destination Management

2016 | OriginalPaper | Chapter

Does City Brand Equity Have any Impacts in Tourism World? A Case Study of Bandung City - Indonesia as a Tourism Destination

Hartanto Yuwo, Mustika Sufiati Purwanegara

2016 | OriginalPaper | Chapter

Festival Visitors’ Emotion and its Response to the Environment

Jenny (Jiyeon) Lee

2016 | OriginalPaper | Chapter

Perspectives on Destination Competitiveness – National Destination Competitiveness’ Influence on Regional Attractiveness

Amata Ring, Marco Maier

2016 | OriginalPaper | Chapter

The Importance of Social Relationships in Festival Quality Evaluation

Hyungsuk Choo, Kwangho Ahn

Advertising in a Connected World

2016 | OriginalPaper | Chapter

Ad Appeals in the Context of Viral Advertising

Maria Petrescu, Pradeep K. Korgaonkar, Tamara F. Mangleburg, Ann R. Root

2016 | OriginalPaper | Chapter

The Selling Power of Customer-Generated Product Reviews: the Matching Effect Between Consumers’ Cognitive Needs and Persuasive Message Types

Lili Gai

Marketing in Emerging Markets

2016 | OriginalPaper | Chapter

Luxury Consumption in Brics: Rationale Behind ‘Irrational’ Consumption Patterns

Gregory Kivenzor, Karen Spohn

2016 | OriginalPaper | Chapter

Translating Values into Teenage Fashion Wants in an Emerging Market

Lina M. Ceballos, Mauricio Bejarano

2016 | OriginalPaper | Chapter

Managerial Beliefs Regarding Banking Activity at the Bottom of the Pyramid in an Emerging Economy

Clive Corder, Kerry Chipp, Dimitri Kapelianis, Kamlesh Vasanjee

2016 | OriginalPaper | Chapter

Three Dichotomies of Luxury Consumption in Russia

Gregory Kivenzor, Roy Toffoli

Brand and Communication Strategies

Frontmatter

2016 | OriginalPaper | Chapter

Direct-to-Consumer Prescription Drug Websites: The Moderating Roles of Perceived Risk and Product Category Knowledge

Yam B. Limbu, Bruce A. Huhmann

2016 | OriginalPaper | Chapter

Research Perceiving on Poster as Communication Media, Perceiving of College Students at School of Business & Management in Switzerland (Western Culture) vs Indonesia (Eastern Culture)

Herry Hudrasyah, Hartono Yarmanto, Subiakto Soekarno

2016 | OriginalPaper | Chapter

Influence of Brand Trust and Affect, Purchase and Attitudinal Loyalty on Brand Performance

Madhupa Bakshi, Prashant Mishra

Profitable Selling

Frontmatter

2016 | OriginalPaper | Chapter

Hungry to Sell, Humble to Serve: Towards Understanding the Use of Ambidexterity in Optimizing the Sales and Service Mix

Päivi Karhu, Bodo B. Schlegelmilch

2016 | OriginalPaper | Chapter

Intuition and Adaptive Selling

David Locander, Jay Mulki

2016 | OriginalPaper | Chapter

Sales and Value Creation: A Synthesis and Directions for Future Research

Alexander Haas, Nina Stuebiger

Thinking Strategically

Frontmatter

2016 | OriginalPaper | Chapter

Budget Allocation for Customer Acquisition and Retention to Balance Market Share Growth and Customer Profitability

Hsiu-Yuan Tsao

2016 | OriginalPaper | Chapter

Market Orientation and Positioning Strategy: Review and Propositions

Blankson Charles, Kalafatis Stavros, Cowan Kirsten, Singh Jaywant

2016 | OriginalPaper | Chapter

Building Dynamic Capabilities Through Trust: An Exploratory Model of Employee-Customer-Management Relationship

Sharam Alijani

Service Delivery in Emerging Economies

2016 | OriginalPaper | Chapter

Towards a Demand Aggregation Theory of Marketing in Emerging Markets: An Empirical Evaluation of the Promotion of Financial Services in Ghana

Charlene Dadzie, Charles Blankson, Kofi Dadzie

2016 | OriginalPaper | Chapter

Comparing Non-Users, Moderate Users and High Users of Self-Service Technologies in an Emerging Economy

Sevgi Öztürk, Selda Kıygı, Ceyda Ürper, Utku Özgür

2016 | OriginalPaper | Chapter

The Importance and Formalization of Service Quality Dimensions: A Comparison of Chile and the United States

Rodrigo Guesalaga, Dennis Pitta

Entertainment & Leisure Consumption

Frontmatter

2016 | OriginalPaper | Chapter

Turn It Up: That’s My Song in That AD

David Allan

Marketing Marketing Education

2016 | OriginalPaper | Chapter

Marketing Futurecast Lab – Prospecting Trends for A Better Future

Pedro Dionisio, Carmo Leal

2016 | OriginalPaper | Chapter

Revealing Possibilities for Co-Branding – Focusing on Finnish Higher Education of Creative Economy

Kati Suomi, Ulla Hakala, Arja Lemmetyinen

2016 | OriginalPaper | Chapter

Ranking Scholarly Marketing Journals by Major Subarea

Matt Elbeck, Brian A. Vander Schee

Conspicuous Consumption or Value Choices?

Frontmatter

2016 | OriginalPaper | Chapter

Ukukhothana: The Curious Case of Conspicuous Consumption and Destruction in an Emerging Economy

Kerry Chipp, Dimitri Kapelianis, Penelope Mkhwanazi

2016 | OriginalPaper | Chapter

Consumers’ Conspicuousness and its Underlying Traits

Retno Tanding Suryandari, Sua Jeon

2016 | OriginalPaper | Chapter

Exploring Country-Based Motives for Anti-Consumption: A Qualitative Study

José Manuel Ortega Egea, Nieves Garcia de Frutos

2016 | OriginalPaper | Chapter

From Consumer Socialization to Status Consumption: A Cross Cultures Study among High School Students

Thuy D. Nguyen, Mariel Ma, Lili Gai, Waros Ngamsiriudom

Consumers and Health Care

2016 | OriginalPaper | Chapter

Direct-To-Consumer Advertising: A Review and Agenda for Future Research

Yam Limbu, Avinandan Mukherjee

2016 | OriginalPaper | Chapter

Baby and Me: Single Mothers by Choice and the Artificial Reproductive Technology Marketplace

Sarita Ray Chaudhury, Pia A. Albinsson

2016 | OriginalPaper | Chapter

An Investigation of Young Consumers Alcohol Consumption: an Irish Perspective

Geraldine Hogan, Maria Lichrou, Deirdre O“ Loughlin

How Customers are Served in BRICS

Frontmatter

2016 | OriginalPaper | Chapter

Banking in India: Role of Self-Service Technologies

Dr. Rajan Saxena, Dr. Mona Sinha, Ms. Hufrish Majra

2016 | OriginalPaper | Chapter

Segmentation Analysis of Mobile Phone Users Based on Frequency of Feature Use

Amaleya Goneos-Malka, Arien Strasheim, Anské Grobler

2016 | OriginalPaper | Chapter

Service Entry in Emerging Markets: Introducing Foreign Services to Russian Markets

Ania Izabela Rynarzewska

Entertainment & Leisure Marketing

2016 | OriginalPaper | Chapter

A Comparison of American and Hong Kong Consumers’ Attitudes Toward Product Placement in Movies

Laurie A. Babin, Claire Stammerjohan

2016 | OriginalPaper | Chapter

Exclusion from Entertainment and Leisure Venues: Can’t we Play, Too?

Geraldine Rosa Henderson, Jerome D. Williams

2016 | OriginalPaper | Chapter

The Business Model and Value Chain of Cultural and Creative Industry

Shun-Ching Horng, An-Hsin Chang, Kuan-Yang Chen

Selling and Consuming

2016 | OriginalPaper | Chapter

Influence of Group Characteristics on Individual Consumption when Sharing: An Exploratory Study on Television Viewing

José-Domingo Mora

2016 | OriginalPaper | Chapter

Modelling Ethicality in Consumption: Bridging the Literature on Ethics

Papaoikonomou Eleni, Nicholas G. Paparoidamis, Ruben Chumpitaz

2016 | OriginalPaper | Chapter

Revisiting Salesperson Knowledge: The Role of Optimism

Vinita Sangtani

Understanding Tourism/Tourist Behavior

2016 | OriginalPaper | Chapter

Drivers and Outcomes of an Eco-Friendly Tourism Attitude and Behavior

Dafnis N. Coudounaris, Leonidas C. Leonidou, Olga Kvasova, Paul Christodoulides

2016 | OriginalPaper | Chapter

Tourist’s Multichannel Use and Its Antecedents

Kåre Skallerud

Product, Pricing, and Channel Strategies

2016 | OriginalPaper | Chapter

The Effective Price in State-Sponsored Lottery Games: Opportunities for Marketing Actions That Support Revenue Generation for Public Policy Making

Rodrigo Guesalaga, Pablo Marshall

Electronic and Interactive Marketing

2016 | OriginalPaper | Chapter

Acceptance and Adoption of Online-Received Recommendations on Social Media Platforms: An Empirical Investigation

Dominik Georgi, Sonia Ducu, Sven Tuzovic

2016 | OriginalPaper | Chapter

Utilitarian or Hedonic? A Cross Cultural Study in Online Shopping

Hilal Özen, Nil Kodaz

2016 | OriginalPaper | Chapter

An Integrated Luxury Retail Experience: Mobile Confidence, Mobile Trust and Technology Acceptance of Quick Response Codes

Charles Aaron Lawry, Laee Choi

Engaging Students – The Importance of Subject Matter

2016 | OriginalPaper | Chapter

An Exploratory Study of Ethics, CSR and Sustainability Education in Graduate/Undergraduate Business Schools: Specifically in the Marketing Curriculum

Jeananne Nicholls, Joseph F. Hair

2016 | OriginalPaper | Chapter

Evaluating the Readability of Marketing Research Textbooks: an International Comparison

Adele Berndt, Jane Wayland

2016 | OriginalPaper | Chapter

The Marketing Ethics Course: Current State and Future Directions

Dawn Keig, O. C. Ferrell

Promotional Strategies

2016 | OriginalPaper | Chapter

Attention to Print Advertising: An Eye Tracking Study in the Context of Airline Advertisements

Reto Felix, Wolfgang Hinck

2016 | OriginalPaper | Chapter

Exchange Offer as a Sales Promotion Tool for Consumer Durables: A Content Analysis of Indian Print Advertisement

Preetha Menon, P. Vijayaraghavan

2016 | OriginalPaper | Chapter

Should Destination Marketers Avoid Dark Movies in the Marketing Plans?

Fang Yang, Bruce Vanden Bergh

Socially Responsible Marketing

2016 | OriginalPaper | Chapter

Choosing the Right Cause: The Moderating Role of Meta-Cognitions in Cause-Related Marketing Effectiveness

Frank Huber, Frederik Meyer, Katrin Stein, Kerstin Strieder

2016 | OriginalPaper | Chapter

The Social Influence of the Manager on Customer Contact Employee Behavior: A Structured Abstract

Ryan C. White, Roger J. Calantone, Clay M. Voorhees

2016 | OriginalPaper | Chapter

Green & Sustainable Luxury: A Strategic Evidence

Corine Cohen

Buying Behavior

2016 | OriginalPaper | Chapter

Same Country, Different Ethnicity: The Role of Ethnicity on Impulse Buying

Kemal Kurtulus, Huseyin Hakan Yildirim, Bahar Yasin

2016 | OriginalPaper | Chapter

Towards an Understanding of Motivations Underlying the Resistance of French Consumers

Annie Stéphanie Banikema, Dhruv Bhatli

2016 | OriginalPaper | Chapter

“Perceived Seller Loyalty” for “Customer Loyalty”, Does “Tat for Tat” Work Like “Tit for Tat”?

Waros Ngamsiriudom

Dimensions of Corporate Social Responsibility

2016 | OriginalPaper | Chapter

A Social Emphasis to Triple Bottom Line Reporting of Corporate Sustainability Efforts

Göran Svensson, Maria A. O. Dos Santos, Carmen Padin

2016 | OriginalPaper | Chapter

An Examination of Determinants of Corporate Social Responisbility Disclosure Strategies

J. M. Simmons

2016 | OriginalPaper | Chapter

The Impact of Corporate Philanthropy on Corporate Reputation: A Cross-National Comparison

Ilona Szőcs, Hamed M. Shamma, Bodo B. Schlegelmilch

Exploring the ‘Why’ and ‘How’ of Consumer Interactions in a Web 2.0 World

2016 | OriginalPaper | Chapter

Willingness to Participate: Understanding Consumer Participation Online

Michael Parent, Kirk Plangger

Cultural Issues in Branding and Communication

2016 | OriginalPaper | Chapter

The Effect of Consumers’ Consciousness on Brand Perceptions: A Cross-Cultural Study

Lilly Ye, Mousumi Bose, Lou Pelton

2016 | OriginalPaper | Chapter

Brand Compromises: An Examination of Cultural Influences on Consumer Complicity with Counterfeit Brands

Kelly Durham, Jennifer Nevins-Henson

2016 | OriginalPaper | Chapter

Exploit, Neglect, Develop, Live - A Typology of Country Image Use in Company Branding

Niki Hynes, Barbara Caemmerer, Emeline Martin

2016 | OriginalPaper | Chapter

A Qualitative Approach to Analyze Intercultural Competence in Sino-German Collaborations

Wencke Gulow, Wolfgang Fritz

Retailing Relationships

2016 | OriginalPaper | Chapter

I Imagine, I Shop, I Buy: The Effects of Self-Esteem and Social Participation on the Ability to Imagine, and Consumer Fahsion Objects in a Retail Environment

Kirsten Cowan

2016 | OriginalPaper | Chapter

Retailer Brand Equity: An Approach Based on Store Image

Julien Troiville, Gérard Cliquet

Understanding How Consumers use the Social Web

Frontmatter

2016 | OriginalPaper | Chapter

The Psychology of Social Networking Site Usage: An Empirical Examination of Antecedents to Intention and Behavior

John T. Gironda, Pradeep K. Korgaonkar

2016 | OriginalPaper | Chapter

Toward a Better Understanding of the Ever Expanding Social Web: A Uses and Gratifcation Approach

Anita Whiting, David Williams

Marketing in the Health Care Industry

2016 | OriginalPaper | Chapter

Health Care Services Marketing of Swedish Innovation – A Comparative Study

Akmal S. Hyder, Maria Fregidou-Malama

2016 | OriginalPaper | Chapter

Consumers’ Security Concerns: Does it Exist in the Context of Adopting RFID in the Healthcare Industry?

Mel F. Zuberi

2016 | OriginalPaper | Chapter

Advances in Prior Knowledge Conceptualizations: Investigating the Impact on Health Behavior

Danae Manika, Linda L. Golden

2016 | OriginalPaper | Chapter

Raising Awareness of Responsible Drinking Among Students: A “Live” Campaign Approach

Deirdre O’ Loughlin, Geraldine Hogan

Decision Making

2016 | OriginalPaper | Chapter

Inferences and Evaluations of Hybrid Products: The Role of Goal Activation

Moon-Yong Kim

2016 | OriginalPaper | Chapter

Impact of Time Orientation on Consumer Innovativeness: A Study in India and the United States.

Altaf Merchant, Gregory Rose

2016 | OriginalPaper | Chapter

Understanding the Role of Emotion in Self-Service Technology Adoption: A Structured Abstract

William George, Yuksel Ekinci, Lyndon Simkin, Angela Sutan

Organizational Behavior - Internal and External Factors

2016 | OriginalPaper | Chapter

Understanding Sustainability DNA: An Exploration into the Dna of the Top 100 Sustainable Companies

Victoria L. Crittenden, William F. Crittenden, Evan Campbell

2016 | OriginalPaper | Chapter

Does Flse Perceive Organizational IMO Impact on their Customer Oriented Behavior?

Ahmed Ferdous, Michael Polonsky

2016 | OriginalPaper | Chapter

Nonprofit Marketing: A European Perspective on Donations and Religiousness

Madalena Abreu

Maximizing your Teaching Tools

2016 | OriginalPaper | Chapter

Nugget Notes: A Simple Teaching Tool

Kirk Plangger, Michael Parent

2016 | OriginalPaper | Chapter

Social Media Assessment for Marketing Students: The Klout Challenge

Todd J. Bacile

2016 | OriginalPaper | Chapter

When Second-Best Becomes the First-Best Option: The Education Dilemma

Mignon Reyneke, Yolanda Jordaan, Gene van Heerden, Andre Jordaan

Marketing Challenges in BRIC

2016 | OriginalPaper | Chapter

Global Brand Purchase Intentions and the South African Consumer

James Haefner, Al Rosenbloom, Margaret Haefner

2016 | OriginalPaper | Chapter

Bringing the Nation to the Nation Branding Debate: Evidence From Ukraine

Ruben Bagramian, Mine Ucok Hughes, Luca M. Visconti

Service Innovation and Customer Management

2016 | OriginalPaper | Chapter

Leveraging Brand Communities in Service Innovation

Dhruv Bhatli, Tawfik Jelassi

2016 | OriginalPaper | Chapter

Complexity Sciences in Service Research – Challenges and Opportunities

Göran Svensson, Carmen Padin

2016 | OriginalPaper | Chapter

Consumer Adoption of Cloud Computing Service: An Exploratory Study

Bo Dai

2016 | OriginalPaper | Chapter

A Conceptual Contribution to Research on Stimulating Service Innovation – The Interrelation of Service Innovation and Customer Complaint Management

Julia Meik, Christian Brock

Wine Marketing

2016 | OriginalPaper | Chapter

A Tale of two Tongues: Does Language Moderate Sparkling Wine Prefernces in Belgium

Justin Cohen, Quentin Heller, Sean Sands, Colin Campbell

2016 | OriginalPaper | Chapter

Exploring Entrepreneurial Marketing Efforts of New Mexico Winemakers

Pia A. Albinsson, Sarita Ray Chaudhury, Virginia Moench

Backmatter

Additional information