Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” Jeff Bezos, Founder and CEO of Amazon.com This proceedings volume explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience. Consumers today do not simply demand engaging online or offline experiences anymore; they increasingly focus on one seamless experience throughout their journey across virtual and real spaces. While shopping in a physical store, consumers are checking their smart phones for customer reviews and competitive information, and catching a Pokémon or two at the same time. Online experience is no longer only about price shopping and convenience, and offline is no longer only about SKUs. Individual channels matter less and less; it is the omni-channel experience that is becoming main-stream. Marketers need to keep pace and continually adapt and contribute to the changing consumer landscape. Through countless touchpoints across different channels and media, marketers today can learn more about their customers and are better equipped than ever to provide them with a desired augmented experience: easy, fun, engaging, and efficient. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana, this volume provides ground-breaking research from scholars and practitioner from around the world that will help marketers continue to engage their customers in this new landscape. 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, complementing 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.


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

Nina Krey · Patricia Rossi Editors

Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference

Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces

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

More information about this series at http://www.springer.com/series/13409

Nina Krey  •  Patricia Rossi Editors

Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference

Editors Nina Krey Rohrer College of Business Rowan University Glassboro, NJ, USA

Patricia Rossi IÉSEG School of Management (LEM-CNRS) Lille, France

ISSN 2363-6165     ISSN 2363-6173 (electronic) Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-319-99180-1    ISBN 978-3-319-99181-8 (eBook) https://doi.org/10.1007/978-3-319-99181-8 Library of Congress Control Number: 2018953312 © Academy of Marketing Science 2018 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. 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 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. The publisher remains neutral with regard to jurisdictional 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

AMS OFFICERS (2016–2018) President Adilson Borges, Carrefour & NEOMA Business School, France Executive Vice President/ Director Harold W. Berkman, University of Miami, USA

Vice President for Membership-International Nicholas Paparoidamis, NEOMA Business School, France Vice President for Development Angeline Close Scheinbaum, University of Texas at Austin, USA

President-Elect O.C. Ferrell, Auburn University, USA

Secretary/Treasurer Nina Krey, Rowan University, USA

Immediate Past-President Linda Ferrell, Auburn University, USA

Co-Chair, Board of Governors Joseph F. Hair, Jr., University of South Alabama, USA Barry J. Babin, Louisiana Tech University, USA

Vice President for Publications James S. Boles, University of North Carolina at Greensboro, USA Vice President for Programs Julie Guidry Moulard, Louisiana Tech University, USA Vice President for Membership-North America Todd Donavan, Colorado State University, USA

Co-Director of International Programs Jay D. Lindquist, Western Michigan University, USA Barry J. Babin, Louisiana Tech University, USA Director of Social Media Janna Parker, James Madison University, USA

AMS BOARD OF GOVERNORS (2016–2018) Barry J. Babin Louisiana Tech University, USA Co-Chair (2016–2022)

Michel Laroche Concordia University, Canada (2012–2018)

Joseph F. Hair, Jr. University of South Alabama, USA Co-Chair (2012–2018)

David Ortinau University of South Florida, USA (2016–2022)

Adel El-Ansary University of North Florida, USA (2014–2020)

Leyland Pitt Simon Fraser University, Canada (2016–2022)

John B. Ford Old Dominion University, USA (2012–2018)

Linda Price University of Arizona, USA (2014–2020)

Jean-Luc Herrmann University of Lorraine, France (2016–2022)

Bodo Schlegelmilch Vienna University of Economics and Business Administration, Austria (2014–2020)

Eli Jones Texas A&M University, USA (2014–2020)

Rosann Spiro Indiana University, USA (2012–2018)

2018 AMS ANNUAL CONFERENCE CO-CHAIRS: Monika Kukar-Kinney, University of Richmond, USA Lan Xia, Bentley University, USA 2018 AMS ANNUAL CONFERENCE TRACKS AND TRACK CHAIRS Advertising & IMC Jeffrey Carlson, University of Richmond, USA Ioannis Kareklas, SUNY at Albany, USA B2B Marketing & Channels of Distribution Tobias Schäfers, TU Dortmund, Germany Mark Groza, Northern Illinois University, USA Brand Management Brian Brown, Virginia Commonwealth University, USA Mayoor (Max) Mohan, Virginia Commonwealth University, USA Consumer Behavior Sara Hanson, University of Richmond, USA Cat Armstrong-Soule, Western Washington University, USA Digital Marketing & Social Media Debra Zahay-Blatz, St. Edward’s University, USA Janna Parker, James Madison University, USA Juli James, St. Edward’s University, USA Ethics, Sustainability, & Corporate Social Responsibility Nada Nasr Bechwati, Bentley University, USA Gary Ottley, Babson College, USA Innovation & New Product Development Yinghong (Susan) Wei, Texas A&M International University, USA Anna Cui, University of Illinois, Chicago, USA International Marketing Piyush Sharma, Curtin University, Australia Russel Kingshott, Curtin University, Australia Marketing Metrics, Analytics, & Research Methods Marko Sarstedt, Otto-von-Guericke-Universität, Germany Jamie Carlson, University of Newcastle, Australia Marketing Pedagogy & Education Agung Sembada, Monash University, Malaysia Treasa Kearney, University of Liverpool, UK

Marketing Strategy Yong Wang, Ohio University, USA Joicey Wei Jie, SIM University, Singapore Public Policy & Marketing for Non-Profits Vincent Xie, University of Massachusetts Boston, USA Colleen Bee, Oregon State University, USA Relationship Marketing Kishore Gopalakrishna Pillai, University of East Anglia, UK David Woisetschlager, TU Braunschweig, Germany Retailing & Pricing Anne Roggeveen, Babson College, USA Lauren Beitelspacher, Babson College, USA Sales Management Edward Nowlin, Kansas State University, USA Doug Walker, Kansas State University, USA Sensory & Food/Beverage Marketing Dipayan (Dip) Biswas, University of South Florida, USA Ruta Ruzeviciute, Vienna University of Economics & Business, Austria Annika Abell, University of South Florida, USA Services and Entertainment Marketing Xiucheng Fan, Fudan University, China Shuai Yang, Donghua University, China Theme Track 1: Augmented Reality, Internet of Things, and Futuristic Marketing Bruce Weinberg, University of Massachusetts, Amherst, USA Francisco Villarroel Ordenes, University of Massachusetts, Amherst, USA Theme Track 2: Consumer Journey: Enhancing Customer Experience in the Digital Age Henri Weijo, Bentley University, USA Markus Giesler, York University, Canada Doctoral Colloquium Altaf Merchant, University of Washington, Tacoma, USA John B. Ford, Old Dominion University, USA Special Session Submissions Adam Mills, Loyola University-New Orleans, USA Karen Robson, Central Michigan University, USA

Mary Kay Inc. Doctoral Dissertation Competition Cesar Zamudio, Kent State University, USA Raj Agnihotri, University of Texas-Arlington, USA Kevin Shanahan, Mississippi State University, USA Proceedings Editors Nina Krey, Rowan University, USA Patricia Rossi, IÉSEG School of Management, France

2018 AMS ANNUAL CONFERENCE REVIEWERS

Thank you to all people who reviewed for the 2018 AMS Annual Conference. These people include: Amjad Abu Elsamen Asad Ahmad Dennis Ahrholdt Levke Albertsen Sam O. Al-Kwifi Julian Allendorf Nwamaka Anaza Mick Andzulis Kersi Antia Manon Arcand Aaron Arndt Lukman Aroean S. Arunachalam Fadi Asrawi Gizem Atev Stephen Atlas Hart Awa Ganesh B.E. Marat Bakpayev Madhupa Bakshi Anjali Bal George Balabanis Kevin Bao Victor Barger Michelle Barnhart Darrell Bartholomew Kenny Basso

Heping He Blakaj Hedon Sabrina Hegner Sabrina Heix Joerg Henseler Monica Hernandez Diogo Hildebrand Krista Hill Cummings Bryan Hochstein Sandra Holub Hartmut Holzmueller Saif Hossain David Houghton Michael Hu Yu-Shan Huang Thomas Hustad Jae Young Hwang Michael Hyman Pramod Iyer Gopalkrishnan Iyer Shalini Jain Varsha Jain Kevin James Narayan Janakiraman Eunyoung Jang Fernando Jaramillo Henna Järvi

Ethan Pancer Arpita Pandey Felipe Pantoja Jinal Parikh Sun-Young Park Janna Parker Oleksandra Pasternak Xema Pathak Fabien Pecot Mark Pelletier Jorge Pena Marin Rita Pereira Cozma Petri George Pettinico Carl Philip Valentina Pitardi Wimmala Pongpaew Ashutosh Prasad Maria Raciti Syed Rahman Mohammad Rahman Vahid Rahmani Arunima Rana Tracy Rank-Christman Mark Ratchford Steven Rayburn Renato Regis

Enrique Becerra Lauren Beitelspacher Russ Belk Bill Bergman Jannick Bettels Theresa Billiot Anders Billström Dipayan Biswas Hulda Black Markus Blut Henry Boateng Eva Boehm Willy Bolander James Boles Robert Boostrom Abhishek Borah Branko Bozic Larissa Carine Braz Becker Elten Briggs Christian Brock Mirja Bues Susan Calderon Fanny Cambier Kerri Camp Francesca Ceruti Nawar Chaker Ricky Chan Deepa Chandrasekaran Hua Chang Ningyuan Chen Sixing Chen Jing Chen Yen-Chun Chen Weizhi Chen Jee Won Choi Pilsik Choi Melissa Clark Theresa Clarke Greg Cohen Kesha Coker Richard Conde Joseph Coughlan Scott Cowley

Lars Jensen Fernando Jiménez Rupinder Jindal Bruna Jochims Elisabeth Johansson Clark Johnson Zachary Johnson Jin Ho Jung Mathieu Kacha Ashish Kalra Yowei Kang Sommer Kapitan Evmorfia Karampournioti Rajiv Kashyap Astrid Keel Andreas Kessenbrock Zaheer Khan Adwait Khare Etain Kidney Stephen Kim Kaeun Kim Jesse King Sky King Theresa Kirchner Kari Kleine Gary Knight Michail Kokkoris Melika Kordrostami Elika Kordrostami Alena Kostyk Prabakar Kothandaraman Christine Kowalczyk Nina Krey Anjala Krishen Kirk Kristofferson Michael Krush Minu Kumar Bhatnagar Kushagra Lauren Labreque Sascha Langner Matthew Lastner Gauri Laud Marina Leban

Brandon Reich Michelle Renton Pável Reyes-Mercado Alyssa Reynolds Laura Rifkin Christian Ringle Paulo Rita Alejandra Rodriguez Rocio Rodriguez Marisabel Romero Tara Rooney Gregory Rose Mei Rose Spencer Ross Patricia Rossi Subhadip Roy Stefan Ruffer Ritesh Saini Roberto Saldivar Leila Samii Doreen Sams Sudipto Sarkar Steffen Schmidt Don Schultz Barbara Seegebarth Tejvir Sekhon Nazuk Sharma Piyush Sharma Hyunju Shin Ream Shoreibah Jeremy Sierra Debika Sihi Ramendra Singh Adam Small Robin Soster Rajesh Srivastava Antonios Stamatogiannakis Mark Staton Euthemia Stavrulaki Jennifer Stoner Kristina Stuhler Wang Suk Suh Sophie Süssenbach

William Crittenden Vicky Crittenden Gerrit Cziehso Sergio Davalos Niraj Dawar Luigi De Luca George Deitz Sihem Dekhili Debbie Desrochers Cecilia Diaz Rebecca Dingus Beth Dufault Riley Dugan Maria Ek-Styven Ryan Elder Isabelle Engeler Carol Esmark Lélis Espartel Heiner Evanschitzky William Faranda Mana Farshid Amy Fehl Qiang Fei John B. Ford Frank Franzak Ryan Freling Nobuyuki Fukawa Johann Füller Colin Gabler Bashar Gammoh Pablo Garcia Ruiz Susi Geiger Claas Christian Germelmann Hod Ghavamipoor David Gilliam Ferran Giones Alexei Gloukhovtsev Dilney Goncalves Valerie Good Megan C. Good Kishore Gopalakrishna Pillai

Liane Lee Youngsu Lee Sarah Lefebvre Kevin Lehnert Shalom Levy Ying Ying Li Bin Li Dan Li Marcel Lichters Shan Lin Luke Liska Xia Liu Ran Liu Dong Liu Chahal Hardeep Nathaniel Hartmann David Locander Ed Love Steven Lu Iana Lukina Valerie Lynette Teidorlang Lyngdoh Robert Madrigal Dominik Mahr Devdeep Maity Michael Mallin Stephanie Mangus Sudha Mani Sujatha Manohar Hala Mansour Eva Marckhgott Babu Mariadoss Adam Marquardt Emeline Martin Noemi Martinez-Caraballo Jim McAlexander Denny Mccorkle Graeme McLean Bijal Mehta Matthew Meng Preetha Menon

Sujay Sutta Goran Svensson Holly Syrdal Courtney Szocs Chuanyi Tang David Taylor Veronica Thomas Carina Thürridl Seshadri Tirunillai Yasamin Vahdati R Venkatesh Srinivas Venugopal Valter Vieira Roisin Vize Jessica Ogilvie Lavrusheva Olga Kofi Osei-Frimpong Gary Ottley Begum Oz Tuğba Özbölük Daniel Padgett Nikolaos Panagopoulos Areti Vogel Arnd Vomberg Clay Voorhees Kevin Voss Yong Wang Cindy Wang Feng Wang Kittichai Watchravesringkan Tj Weber Kelly Weidner Felix Weispfenning Ruud Wetzels Jaime White Hillary Wiener Julia Wolny Scott Wright Fang Wu Yi-Chia Wu Chunyan Xie

Ashley Goreczny Mohit Gour Dhruv Grewal Chris Groening Mark Groza Chris Gu Yangjie Gu Helge Guba Abhijit Guha Chiquan Guo Aditya Gupta Carlos Gutierrez-Marines Young Ha Janina Haase Nick Hajli Zach Hall Tae-Im Han Richard Hanna Mikko Hanninen John Hansen Sara Hanson

Julieta Mercado-González Katie Mercurio Elizabeth Miller Paul Mills Adam Mills Alex Milovic Saurabh Mishra Todd Morgan Sandra Mottner Ryan Mullins Anish Nagpal Smitha Nair Hyoryung Nam Nayyer Naseem Najoie Nasr Doreen Neubert Elizabeth Nixon Stephanie Noble Adam Novotny Michael Obal Efua Obeng

Nuo Xu Zhenning Jimmy Xu Amanda Yamim Kenneth Yang Ying Yang Attila Yaprak Nick K. T. Yip Chebli Youness Max Yu Hong Yuan Wonjoo Yun Sebastian Zenker Haisu Zhang Zhuofan Zhang Xubing Zhang Jurui Zhang Bo Zhou Jing Zhu Louis Zmich Alice Zoghaib

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 professoriate 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 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 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. xvii

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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. Glassboro, NJ, USA Lille, France 

Nina Krey Patricia Rossi

Acknowledgments

This book contains the full proceedings of the 2018 Academy of Marketing Science Annual Conference held in New Orleans, Louisiana, United States. Gratitude and appreciation goes to the organization committee, which performed exceptionally well in administering and handling a vast array of challenges associated with an event of this scale. Under the theme “Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces,” this volume provides insights into technological and methodological advancements as well as marketing’s growing demand—providing seamless experience throughout consumers’ journey across virtual and real spaces. Research from marketing scholars and practitioners from around the world discuss advancements such as location-based marketing centered on mobile apps, real-time tracking of consumer behavior, consumer augmented experience, and the continually growing presence of social media. Focusing on how marketers can learn about customers through big data and integration of information from digital and other sources, the volume will help marketers to move forward in using their knowledge to create an enhanced customer experience throughout the customer journey. The Academy of Marketing Science would like to recognize the individuals who have contributed to the success of the conference. Incredible commitment is required to plan, organize, and coordinate an event of this measure. Special acknowledgment goes to the conference co-chairs, Monika Kukar-Kinney and Lan Xia. In addition, the track chairs were essential in the encouragement of submission of abstracts, the management of the review process, and the organization of the session details. Gratitude is also extended to the AMS home office and all the volunteers who diligently work behind the scenes to ensure the success of the event. Lastly, the Academy of Marketing Science extends sincere appreciation to all those who submitted their research and presented their ideas, contributed as reviewers 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 conference another special AMS event. The 2018 Academy of Marketing Science Annual Conference would not have been possible without the support of these many individuals. Nina Krey Patricia Rossi xix

Contents

 he Effect of Narrative on Advertising Persuasiveness: T The Moderating Role of Concreteness Language: An Abstract��������������������   1 Valentina Pitardi and Laurence Dessart  Signalling Approach to Enhance the Advertising Effectiveness A of Customer-­­Ideated New Products: An Abstract������������������������������������������   3 Fanny Cambier and Ingrid Poncin  hat Really Drives Customer-Brand Relationships? Evidence W from an Emerging Market: An Abstract ��������������������������������������������������������   5 Tai Anh Kieu and Phu Hai Ho  ttachment Styles and Brand Relationships: An Abstract����������������������������   7 A Melika Kordrostami, Elika Kordrostami, and Vahid Rahmani  hen Good Brands Do Bad: The Sequel: An Abstract����������������������������������   9 W Obinna O. Obilo, Bruce L. Alford, and David A. Locander  rand Association and Emotional Confidence: Determinants B of Brand Loyalty: An Abstract ������������������������������������������������������������������������  11 Wajid Hussain Rizvi, Amber Gul Rashid, and Huma Amir  Conceptual Framework of Erasmus Students as Advocates A of a Country Brand: An Abstract ��������������������������������������������������������������������  13 Suzanne Amaro, Cristina Barroco, Carmen Martins, and Joaquim Antunes  SR Communication of Hotels and Consumer Responses Towards it: C An Abstract��������������������������������������������������������������������������������������������������������  15 Andrea Ettinger, Sonja Grabner-Kräuter, and Ralf Terlutter  ocial Responsibility in Adventure Tourism: Analysis of Companies S in the Central Region of Portugal��������������������������������������������������������������������  17 Rita Lopes, Cristina Barroco, and Joaquim Antunes

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 ll by Myself! The Sustainable Liability on Responsible Fashion: A An Abstract��������������������������������������������������������������������������������������������������������  27 Bruna Jochims, Amanda Pruski Yamim, and Patricia Rossi  he Evolution of the Impact of Religion and Life Satisfaction T on Environmental Concern: An Abstract��������������������������������������������������������  29 Christian Hinsch and Reto Felix  thical Perceptions on Cigarette Marketing: An Abstract����������������������������  31 E Lukman Aroean and Nathalia Tjandra  irm Loyalty to Consumers (FLC) and Relationship Marketing: F A Conceptual Framework: An Abstract����������������������������������������������������������  33 Dorcia E. Bolton and Sreedhar Madhavaram  o-Creation in a Marketing Classroom: An Abstract������������������������������������  35 C Ria Wiid  ntecedents of Tourism Destination Loyalty: The Role of Destination A Image, Satisfaction, and Identity Salience: An Abstract��������������������������������  37 Oliver Cruz-Milan and Ricardo Jimeno-Espadas  hat is the Role of the Relationship in CRM? Exploring W the Gaps Between Intended and Actual Behavior: An Abstract��������������������  39 Laura Rifkin and Colleen Kirk  pecial Session: Reviewing the Reviewers-Insights on How to Read, S Interpret, and Respond to Reviewers: An Abstract����������������������������������������  41 Les Carlson, Michael J. Dorsch, and David J. Ortinau  ire Straits, Sad Planet: How Facial Emotion, Anthropomorphism, D and Issue Proximity Affect Green Communication����������������������������������������  43 Chun-Tuan Chang, Guei-Hua Huang, and Pei-Chi Liu  dvertising Design in Food Marketing: Comparing A the Effectiveness of Sensory, Functional and Symbolic Ad Content for Product Evaluation: An Abstract������������������������������������������  55 Klaus-Peter Wiedmann, Janina Haase, Jannick Bettels, and Franziska Labenz  nderstanding the Viability of the Three Types of Approach U of Advertising in Emerging Markets����������������������������������������������������������������  57 Rajesh Kumar Srivastava and Manoj Bhide I n the Conflict Between the Heart and Mind: Involvement and Aspiration Matter: An Abstract����������������������������������������������������������������  71 Nayyer Naseem and Attila Yaprak  alking About My Generation: The Influence of Age on Counterfeit T Luxury Consumption in the GCC Countries: An Abstract ��������������������������  73 Julia Pueschel, Béatrice Parguel, Cécile Chamaret, and Pierre Valette-Florence

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 nderstanding the Luxury Consumption During Weddings U in Southern India: An Abstract������������������������������������������������������������������������  75 B. E. Ganesh, Varsha Jain, Russell Belk, and Subhadip Roy  he Role of Proactive and Reactive Corporate Social Responsibility T as an Extrinsic Cue in Mitigating Consumers’ Privacy Concerns: An Abstract��������������������������������������������������������������������������������������������������������  77 Sabinah Wanjugu  ptimal Advertising Strategies for Multinational Enterprises O Facing a Product-Harm Crisis: An Abstract ��������������������������������������������������  79 Ran Liu  he Effects of Food-Related Retail Ambient Scents T on Healthy/Unhealthy Food Purchases: An Abstract ������������������������������������  81 Dipayan Biswas and Courtney Szocs  he Effects of Retail Ambient Music and Noise on Food Purchases: T An Abstract��������������������������������������������������������������������������������������������������������  83 Dipayan Biswas, Kaisa Lund, and Courtney Szocs I t’s all in the Mix: How Music and Light Affect Shoppers’ In-Store Behavior: An Abstract������������������������������������������������������������������������  85 Julian F. Allendorf, Mirja Kroschke, and Manfred Krafft  onsumer Engagement Through Live Customer Service: C An Abstract��������������������������������������������������������������������������������������������������������  87 Dan Li and Matthew Eastin  onsumers’ Willingness to Try a Robotic Shopping Assistant: C The Role of Imagery: An Abstract ������������������������������������������������������������������  89 Nobuyuki Fukawa and Yu-Shan Huang (Sandy)  ZMET Study of Real Meanings on Virtual Experiences A in Young Consumers: An Abstract ������������������������������������������������������������������  91 Julieta Mercado-González, Carlos Gutiérrez-Marines, and Pável Reyes-Mercado  pecial Session: Does Marketing Have the Right Answers? Questions S of Growth, Measurement, Insight, and Heart: An Abstract��������������������������  93 Martin Key, Terry Clark, O. C. Ferrell, Bernard J. Jaworski, and Leyland Pitt  he Relationship Between Collectivism and Seeking Product-Related T Information on Social Networking Sites: An Abstract ����������������������������������  95 Todd Pezzuti and James M. Leonhardt  Framework and Call for Scholarship on “The Dark Side A of Social Media”: An Abstract��������������������������������������������������������������������������  97 Angeline Close Scheinbaum

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 nriched Digital Catalogues: A Multi-study Approach: E An Abstract��������������������������������������������������������������������������������������������������������  99 Ingrid Poncin and Marion Garnier  xploring the Young People’s Cognitive Structure and Switching E Intention Toward Social Networking Sites: An Abstract ������������������������������ 101 Chin-Feng Lin and Chen-Su Fu  vercoming the Rejection of Changing Sales Force Technologies O Through Managerial Support: An Abstract���������������������������������������������������� 103 Michael Obal and Todd Morgan  hat Salespeople Don’t Say: A Review of Literature on Nonverbal W Communication of Salespeople: An Abstract�������������������������������������������������� 105 Shuang Wu and Bruce L. Alford  alue in Sales Interactions: A Study from the Buyer’s Perspective: V An Abstract�������������������������������������������������������������������������������������������������������� 107 Kenneth Le Meunier-FitzHugh and Leslie Caroline FitzHugh  he Impact of Psychological Ownership on Betrayal T in the Sharing Economy: An Abstract ������������������������������������������������������������ 109 Laura Rifkin and Colleen Kirk  he Influence of Men’s Body Dissatisfaction in Appearance-Related T Behaviors: The Moderator Role of Public Self-Consciousness: An Abstract�������������������������������������������������������������������������������������������������������� 111 Jihyun Sung and Ruoh-Nan Yan  ig Data-Infused Service Encounters: Augmenting Emotional B Labor and Improving Organizational Outcomes: An Abstract�������������������� 113 Jing Chen and Edward Ramirez  xploring the Influence of Supervisor Support, Fit, E and Job Attractiveness on Service Employee Job Resourcefulness: An Abstract�������������������������������������������������������������������������������������������������������� 115 Eric G. Harris  elp Me, Help You: The Consumer’s Perceptions of “Green” H Credit Cards: An Abstract�������������������������������������������������������������������������������� 117 Lei Huang and Julie Fitzpatrick “ Buy Me, I’m Green”: The Effects of Verbal and Visual Claims on Consumer Responses to Environmental Products: An Abstract�������������� 119 Naz Onel and Timucin Ozcan  odern Marketing Research Techniques and Policymaking M in Wyoming’s State Budgeting: An Abstract �������������������������������������������������� 121 Mark Peterson and Robert W. Godby

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 he Hedonic and Utilitarian Value of Volunteering as an Act T of Symbolic Consumption: An Abstract���������������������������������������������������������� 123 Janna M. Parker, Doreen Sams, and Kevin W. James I ndividual Differences in Reactions to Aggression in Advertising and Knowledge Structures’ Perspective: An Abstract ���������������������������������� 125 Melika Kordrostami, Elika Kordrostami, and Vahid Rahmani  utrition Labeling on Menus: Who Notices and Uses N this Information?����������������������������������������������������������������������������������������������� 127 Debra M. Desrochers I nvestigating the Impact of Conflicting Roles of Work and School on Service Providers: An Abstract������������������������������������������������ 139 Anuashine Chefor Ellis  nhancing the Customer Experience: Understanding UK Consumers’ E M-Shopping Adoption Intention���������������������������������������������������������������������� 141 Hannah R. Marriott and Michael D. Williams  haring in Real and Virtual Spaces: A Motivational S and Temporal Screen- Sharing Approach�������������������������������������������������������� 151 Yonathan Silvain Roten and Régine Vanheems  xploring the Impact of Self-Service Technologies on Retail E Shoppers: An Abstract�������������������������������������������������������������������������������������� 167 Akiko Ueno, Piyush Sharma, and Russel P. J. Kingshott  pecial Session: May the Odds Be Ever in Your Favor: S An Abstract About Improving Your Odds and Successfully Navigating the Academic Job Market�������������������������������������������������������������� 169 Jennifer A. Espinosa, Lauren M. Brewer, and Nina Krey  irtual Car Information in Real Spaces Right in Your Face: V Assessing the System Acceptance of Head-Up Display: An Abstract������������ 171 Gerald-Alexander Beese, Steffen Schmidt, and Klaus-Peter Wiedmann  onsters in Our World: Rethinking Narrative Transportation M in Pokémon Go’s Mixed Reality: An Abstract������������������������������������������������ 173 Andrew N. Smith and Joachim Scholz  n Investigation of the Effect of Nostalgia Proneness A and Consumer Innovativeness on Acceptance of Retro Products ���������������� 175 Claire-Lise Ackermann and Justine Kernoa  he Impact of Existential Anxiety on Attitude Toward Product T Innovation: An Abstract������������������������������������������������������������������������������������ 187 Benjamin Boeuf

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 arketing Secrets: A Conceptual Model and Quasi-Experimental M Study: An Abstract�������������������������������������������������������������������������������������������� 189 Ivan Fedorenko  igitally Engaged Services: A Multi-Level Perspective on Technology D Readiness and Value Co-Creation Behaviour in Higher Education: An Abstract�������������������������������������������������������������������������������������������������������� 191 Treasa Kearney, Roisin Vize, and Taeshik Gong  ow to Design an Online Digital Marketing Course that Helps H Improve Student Participation ������������������������������������������������������������������������ 193 Bill Bergman I ntegrating Customer Journey Mapping and Integrated Marketing Communications for Omnichannel and Digital Marketing Education: An Abstract�������������������������������������������������������������������������������������������������������� 205 Debbie Laverie, William H. Humphrey Jr, and Dorcia E. Bolton Mood and Luxury Perception: A Tale of Two Genders: An Abstract ���������� 207 Michaela Hoogerhyde and Mazen Jaber  upport for a Motivation-Based Typology of Unsolicited Customer S Feedback ������������������������������������������������������������������������������������������������������������ 209 Thomas A. Burnham  auses and Control of Vagueness in Construct Definition C and Item Construction: An Abstract���������������������������������������������������������������� 223 David A. Gilliam and Kevin E. Voss  sing the Evaluative Space Grid to Better Capture Manifest U Ambivalence in Customer Satisfaction Surveys: An Abstract���������������������� 225 Alice Audrezet and Béatrice Parguel  he Impact of Product Shadows in Ad Frames on Product Volume T Perceptions and Consumer Willingness to Pay: An Abstract������������������������ 227 Nazuk Sharma and Marisabel Romero  ow Visual Sensory Cues Influence Reactions on Social Media: H An Abstract�������������������������������������������������������������������������������������������������������� 229 Annika Abell and Dipayan Biswas  ertical vs. Horizontal Packaging Design: Investigating the Effects V of Packaging Form on Consumers’ Perception of Utilitarian Food Products: An Abstract �������������������������������������������������������������������������������������� 231 Klaus-Peter Wiedmann, Jannick Bettels, and Janina Haase Mobile Marketing: A Consumer Behaviour Perspective: An Abstract�������� 233 Oscar Robayo-Pinzon, Luz-Alexandra Montoya, and Sandra Rojas-Berrio

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 aluing Authenticity: Exploring the Role of Consumer Traits V in Restaurant Choice: An Abstract������������������������������������������������������������������ 235 Juliann Allen  he Effects of Visual Context on Construal Level in Online Shopping: T An Abstract�������������������������������������������������������������������������������������������������������� 237 Amin Saleh  ortuguese and French Validation of Need for Drama (NFD) P Scale in Consumer Behavior: An Abstract������������������������������������������������������ 239 Bruno Morgado Ferreira and Cindy Caldara  he Online Shopping Experience (OSE): Expanding an Existing T Framework: An Abstract���������������������������������������������������������������������������������� 241 Aurélia Michaud-Trévinal, Iryna Pentina, and Thomas Stenger Physical Shopping Value in a Digitalized Setting: An Abstract �������������������� 243 Karine Picot-Coupey, Nina Krey, Elodie Huré, and Claire-Lise Ackermann  Dual Process Perspective on Congruent and Incongruent A Placements as an Advertising Tactic: An Abstract������������������������������������������ 245 Claas Christian Germelmann, Jean-Luc Herrmann, Mathieu Kacha, Peter R. Darke, and Jessica Weigelnée Schapfl  ffects of Video Manipulation on Believability and Consumer Attitudes E in Direct-to-­Consumer Pharmaceutical Advertising: An Abstract �������������� 247 Mark J. Pelletier, Kenneth W. Graham, Karen Hopkins, and Christopher D. Hopkins  agazine Advertising: High on Drugs: An Abstract�������������������������������������� 249 M Megan C. Good  n Abstract: Brand Orientation as Antecedent to Brand Value: A Construct Redefinition and Conceptual Model���������������������������������������������� 251 Priyanka Sharma, Shashi Shekhar Mishra, and Raghu Nandan Sengupta  lace Brand Communities: From Terminal to Instrumental Values: P An Abstract�������������������������������������������������������������������������������������������������������� 253 Emeline Martin and Sonia Capelli  hat Kind of Product Do I Expect from this Brand? The Imagery W Effects of Brand Logo Symmetry on Product Design: An Abstract�������������� 255 Klaus-Peter Wiedmann and Jannick Bettels  iscovering Surrogate Branding via Online Image Development, D a Case from India: An Abstract������������������������������������������������������������������������ 257 Varsha Jain, Philip Kitchen, B. E. Ganesh, Akansha Garg, and Manisha Pathak-Shelat

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 ocial Customer Relationship Management and Company S Intervention: A Strategy to Build Trust: An Abstract������������������������������������ 259 Monika Rawal and José Luis Saavedra  hat Drives Green Product’s Consumption in Vietnam? W A Moderating and Mediating Effects Analysis: An Abstract������������������������ 261 Thuy-Phuong Nguyen and Sihem Dekhili  ast-Moving Consumer Goods (FMCGs) and Emerging Markets: F Consumer Convergence, MNCs, and Globalization: An Abstract���������������� 263 Syed Tariq Anwar  xploring the Structure of Chinese Consumers’ Attitudes E Toward Genetically Modified Foods: An Abstract������������������������������������������ 265 Wenkai Zhou  he Influence of Brand Loyalty and Nutrition in Soft Drink T Consumption of South African Children�������������������������������������������������������� 267 Christo A. Bisschoff and Christo J. Bester  ackaging Texture and Shape as Enhancers for Brand Positioning: P The Moderating Role of Need for Touch (NFT): An Abstract���������������������� 281 Rania Serhal, Gaëlle Pantin-Sohier, and Joann Peck  he Mediating Role of the Affection and Cognition in the Influence T of Celebrities on Brand Relationship Management: An Abstract���������������� 283 Chebli Youness, Pierre Valette-Florence, and Felicitas Morhart “ Since When?” Brand Heritage’s Signaling Effects: An Abstract���������������� 285 Fabien Pecot, Altaf Merchant, Pierre Valette-Florence, and Virginie De Barnier  Look into the (Not So) Bright Side of Life: An Exploration A of the Negative Service Encounter and Its Effect on the Next Customer: An Abstract ���������������������������������������������������������������� 287 Achilleas Boukis, Arne Baruca, and Ebru Ulusoy  n Abstract: Comparative Attributions in an Industry-Wide A Service Failure���������������������������������������������������������������������������������������������������� 289 David A. Gilliam, Teresa Preston, John R. Hall, and Casey C. Rockwell  ransforming Consumer Well-Being Through Service Ecosystems: T The Case of Disruptive Events: An Abstract �������������������������������������������������� 291 Ahmed Al-Abdin and Treasa Kearney  ay No to Your Consumer, He Will Like it S (Or at Least the Taste of it)!: An Abstract ������������������������������������������������������ 293 Amanda Pruski Yamim and Adilson Borges

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 hermal Spas Internet Marketing: An Analysis of Portuguese T Thermal Spas’ Websites������������������������������������������������������������������������������������ 295 Cristina Barroco, Joaquim Antunes, and Suzanne Amaro J ust a Mental Problem: Acceptance and Barriers of Using Ethnographic Methods for Product Innovations for SMEs in B2B Markets: An Abstract���������������������������������������������������������������������������� 311 Thorsten Autmaring, Ina Griese, and Gerrit Cziehso  he Contingency Factors on the Relationship Between T New Product Preannouncements and Firm Value: An Abstract ������������������ 313 M. Billur Akdeniz, M. Berk Talay, and Ahmet H. Kirca  alespeople’s Linchpin Role: Salesperson Relational S Incongruity and its Impact on Sales Performance and Customer Ownership: An Abstract���������������������������������������������������������� 315 J. Ricky Fergurson  n Integrated Perspective for Reappraising Effects A of Word-of-Mouth Communication of Negative Corporate Publicity and Consumer Status: An Abstract ������������������������������������������������ 317 Ran Liu  eappraising the Role of Word-of-Mouth Communication R as Both Antecedent and Outcome in Relationship Marketing: An Abstract�������������������������������������������������������������������������������������������������������� 319 Ran Liu A Meta-Analysis of Deceptive Advertising: An Abstract ������������������������������ 321 Pamela A. Richardson-Greenfield I nternet of Things (IoTs) and Marketing: Conceptual Issues, Applications, and a Survey: An Abstract�������������������������������������������������������� 323 Syed Tariq Anwar  lementary, My Dear Watson: The Use of Artificial Intelligence E in Marketing Research: An Abstract �������������������������������������������������������������� 325 Christine Pitt, Theresa Eriksson, Amir Dabirian, and Joseph Vella  Platform Approach in Servitization: How Platform Openness A Can be Used to Control Solution Networks: An Abstract������������������������������ 327 Ruiqi Wei, Susi Geiger, and Roisin Vize  nhancing Customer Experience in the Sharing Economy: E An Abstract�������������������������������������������������������������������������������������������������������� 329 Heping He, Weiling Zhuang, and Barry J. Babin

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I nfluence of Store Managers’ Climate of Concern for Employees on FLE Commitment, Customer Word-of-Mouth, and Store Traffic Growth: An Abstract���������������������������������������������������������������������������� 331 George D. Deitz, Emin Babakus, John D. Hansen, Thomas DeCarlo, and Robert Evans Jr  ow Shelf Space Allocation of Terroir Products Improve H the Financial Performance of Grocery Stores? ���������������������������������������������� 333 Takoi Touiti and Sihem Dekhili  emale Consumers, Advertisements, and Age-­Based Differences: F An Abstract�������������������������������������������������������������������������������������������������������� 347 Blaine J. Branchik, Tilottama Ghosh Chowdhury, and Jenifer S. Sacco “ Pax Advertisinia”: A New Era of Unstereotyping of Women in Advertising: An Abstract������������������������������������������������������������������������������ 349 Varsha Jain, Altaf Merchant, and B. E. Ganesh  erceived Brand Luckiness: Scale Development and Validation: P An Abstract�������������������������������������������������������������������������������������������������������� 351 Jiani Jiang and Miao Zhao  onsumer Evaluation of Brand Alliance Under Distraction: C An Abstract�������������������������������������������������������������������������������������������������������� 353 Kevin E. Voss and Ying Ying Li  ife Stories and Marketing: Application on Child Socialization L of Socially Responsible Consumption: An Abstract �������������������������������������� 355 Céline Hay and Joël Brée  ow Augmented Reality Affects Advertising Effectiveness: H An Abstract�������������������������������������������������������������������������������������������������������� 357 Shuai Yang, Sixing Chen, and Jeffrey R. Carlson  onsumer Overconsumption: A Conceptual Model C of its Antecedents and Consequences: An Abstract���������������������������������������� 359 Anil Mathur  he Use of Rhetoric and Emotional Appeals in Fitness Ads: T An Abstract�������������������������������������������������������������������������������������������������������� 361 Pia A. Albinsson, Bruce A. Huhmann, and Bidisha Burman  uteness Makes the Sale? How Consumer Responses C are Affected by Message Framing and Crowding������������������������������������������ 363 Chun-Tuan Chang, Guei-Hua Huang, and Mei-Ling He  xploring the Link and Relevance of Playfulness to Identity: E An Abstract�������������������������������������������������������������������������������������������������������� 375 Lukman Aroean

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 Creativity, Where Art Thou? The Impact of Fear O on Creativity Perception: An Abstract������������������������������������������������������������ 377 Ilgım Dara Benoit and Elizabeth G. Miller  npacking the Account Executive Performance, its Antecedents, U and Relational Outcomes: An Abstract������������������������������������������������������������ 379 Rita Pereira, James Boles, Valter Afonso Vieira, Julie Johnson-Busbin, and Hiram Barksdale Jr  bstract Thinking and Salesperson Entrepreneurial Orientation: A An Abstract�������������������������������������������������������������������������������������������������������� 381 Louis Zmich, Mya Groza, Tobias Schaefers, and Mark D. Groza  earning from External Network and a Firm’s New Product L Innovation: An Abstract������������������������������������������������������������������������������������ 383 Yinghong Susan Wei  he Impact of Absorptive Capacity onto Customer Participation T in New Product Development: An Abstract���������������������������������������������������� 385 Todd Morgan, Michael Obal, and Sergey Anokhin  alidating Satisfaction as a Mediator between Quality Constructs V in Ongoing Supplier Relationships: An Abstract�������������������������������������������� 387 Juan Carlos Sosa Varela and Göran Svensson  uanxi and Organizational Performance: A Cost-Benefit G Perspective: An Abstract ���������������������������������������������������������������������������������� 389 Chiquan Guo, Jing Zhu, Sudipto Sarkar, and Yong J. Wang  nderstanding Consumers’ High-Risk Consumption Behavior U of Pharmaceuticals: An Abstract���������������������������������������������������������������������� 391 Vincentia W. Yuen, Felix Tang, and Ian Phau I nternet Addiction and Its Impact on Consumer’s Buying Behaviour: A Conceptual Framework: An Abstract�������������������������������������� 393 Varsha Jain, Sanjeev Tripathi, B. E. Ganesh, and Jagdish N. Sheth  onspicuousness of Consumption Determines when Brands C Benefit Most from Offering Ethical Attributes: An Abstract������������������������ 395 Maryam Tofighi, Bianca Grohmann, and Onur Bodur  Physiological Exploration of Visual Social Media Marketing: A An Abstract�������������������������������������������������������������������������������������������������������� 397 Chinintorn Nakhata and Alexa K. Fox  he Linguistics of Brand Interactivity: Communicating Brand T Personality, Sentiment, and Emotionality on Facebook: An Abstract���������� 399 Ryan E. Cruz and James M. Leonhardt

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 nderstanding the Influence of Consumer Embeddedness U in Online Communities: An Abstract�������������������������������������������������������������� 401 Cheng-Chieh Hsiao  ine Qualities and Consumer Satisfaction: An Abstract������������������������������ 403 W Julien Troiville and Christian M. Ringle  irst Thoughts on the Impact of Anthropomorphism on Showrooming F Behavior: An Abstract �������������������������������������������������������������������������������������� 405 Sandrine Heitz-Spahn, Rajiv Vaidyanathan, and Nina Belei  imiting Negative Effects of Interruptions in Commercial Interaction L by Salespeople Explanations: An Abstract������������������������������������������������������ 407 Aaron D. Arndt, Juliet F. Poujol, and Béatrice Siadou-Martin  he Role of Negative Online Reviews as Informants T and Recommenders: An Abstract�������������������������������������������������������������������� 409 Mousumi Bose I Can See You… But Should I Trust You? Moderating Effect of Product Review Modality on Valence: An Abstract ���������������������������������� 411 Chatdanai Pongpatipat  rontline Frustration: The Experience of Point-of-Sale Cause F Marketing from the Cashier and Customer Perspectives: An Abstract ������ 413 Debra Z. Basil, Mary S. Runte, Bola Fowosere, and Alexa Villanueva  n Abstract: The Value of Sustainability: A Three-Dimensional A Approach for Assessing Explicit and Implicit Effects of Brand Sustainability������������������������������������������������������������������������������������������������������ 415 Evmorfia Karampournioti, Klaus-Peter Wiedmann, Steffen Schmidt, Levke Albertsen, and Sascha Langner  thical Labeling: How Retailers Can Increase Their Brand E and Store Image by Selling Ethical Labeled Private Label Products: An Abstract �������������������������������������������������������������������������������������� 417 Vanessa Steppuhn  anaging Stereotypes in the Classroom: What Stereotypes M Exist and How Do We Respond? An Abstract������������������������������������������������ 419 Lauren Beitelspacher and Gary Ottley Using Marketing History in the Modern Classroom: An Abstract �������������� 421 Danny Upshaw, Doug Amyx, Marcia Hardy, and Phil Habig  mergence of Generative Learning Based Market Orientation E from Micro-Macro Level Interactions ������������������������������������������������������������ 423 Zeeshan Ullah and Jari Salo

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 omposition and Compensation: Effect on the Value of New Product C Introductions: An Abstract ������������������������������������������������������������������������������ 435 Prachi Gala and Saim Kashmiri Cause Placement: Initial Empirical Findings: An Abstract�������������������������� 437 Ream Shoreibah and Barbara Lafferty  pecial Session: Better Food, Better Life, and Applying Marketing S to Achieve Social Change: An Abstract������������������������������������������������������������ 439 Patricia Gurviez and Sharyn Rundle-Thiele  n Abstract: Healthy Food Promotion with an App?������������������������������������ 441 A Patricia Gurviez, Madeleine Besson, and David Blumenthal  n Abstract: Understanding Food Routines: Focus on Interactions A Between Food Waste and Healthy Eating with Practice Theories���������������� 443 Margot Dyen and Lucie Sirieix  n Abstract: Do We Need to Imply a Full Mix? 4P Versus 1P���������������������� 445 A Ville Lahtinen, Sharyn Rundle-Thiele, and Timo Dietrich An Abstract: Transitioning Understanding to Behavioral Change�������������� 447 Sharyn Rundle-Thiele, Jason Pallant, and Patricia David Best Practices for Inside Sales Professionals: An Historical Analysis���������� 449 Alhassan Ohiomah, Morad Benyoucef, Pavel Andreev, Craig Kuziemsky, David Hood, and Joël Le Bon  xploring the Role of Technology in Promoting CRM Capabilities E in Direct Selling Marketing Channels: An Abstract �������������������������������������� 463 Haya Ajjan, Dana E. Harrison, and Joe F. Hair  xamining Consumers’ Reactions and Firms’ Responses E to Price Mistakes: An Abstract ������������������������������������������������������������������������ 465 Lan Xia and Anne Roggeveen  ou Deserved That: The Roles of Purchase Effort and Loyalty Y in Explaining Price Inequality Outcomes�������������������������������������������������������� 467 Matthew M. Lastner, Patrick Fennell, Judith Anne Garretson Folse, Dan Hamilton Rice, and McDowell Porter III  ou Get What You Pay For: Physical Placebo Effects of Price Y Discounts: An Abstract�������������������������������������������������������������������������������������� 481 Gerrit Cziehso, Amelie Wobker, and Andreas Kessenbrock  ifferentiating Customer Engagement and Customer Participation D in Service Marketing: An Abstract������������������������������������������������������������������ 483 Wendy Gillis, Douglas Johansen, and Shiri D. Vivek  amily Vacation Travel: An Application of the Theory of Reasoned F Action: An Abstract ������������������������������������������������������������������������������������������ 485 Mary S. Runte and Debra Z. Basil

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I ntercultural Accommodation and Service Quality Perceptions: What Accommodating Factors Really Matter to Ethnic Minority Consumers: An Abstract ���������������������������������������������������������������������������������� 487 Sarah Mady, John B. Ford, and Tarek Mady  &D Information Disclosure in the Service-­Providing Sector: R An Abstract�������������������������������������������������������������������������������������������������������� 489 Cong Feng and K. Sivakumar  he Efficacy of Crowdsourcing for Early-­Stage New Product T Development: An Abstract�������������������������������������������������������������������������������� 491 Debra Zahay, Debika Sihi, Nick Hajli, and Wes Pollitte  anipulating Context Dependence Changes Susceptibility M to the Social Eating Environment: An Abstract���������������������������������������������� 493 Alyssa J. Reynolds and Collin R. Payne I f it Smells Like Sweat, is that Still a Sensory Experience? Sensory Marketing and the CrossFit Phenomenon: An Abstract ���������������� 495 Abigail Nappier Cherup, Alexander S. Rose, and Susan Dobscha  Glass Wide Open: How Glass Shape Influences Extraversion A and Happiness: An Abstract ���������������������������������������������������������������������������� 497 Nathalie Spielmann and Patricia Rossi Measuring Attitudes toward Customer Surveillance: An Abstract�������������� 499 Kirk Plangger and Elsamari Botha An Abstract: Immersive Virtual Environments: A Whole New World �������� 501 Luke Liska  nderstanding Consumer-Generated Content About Luxury U Brands Using Big Data: An Abstract �������������������������������������������������������������� 503 Xia Liu and Alvin Burns  n Abstract: Consumer’s Acceptance of Food Innovations: A Effects on Product Perception and Consumer Behavior�������������������������������� 505 Levke Albertsen, Klaus-Peter Wiedmann, Evmorfia Karampournioti, and Sascha Langner  ront-Line Service Role Engagement and Subjective Well-Being F of Socially Disadvantaged Employees: An Abstract �������������������������������������� 507 Darren Garvey, Piyush Sharma, and Russel P. J. Kingshott  umor and International Ads: The Impact of Culture H and Emotions on Advertising Effectiveness in France, the USA, and China: An Abstract�������������������������������������������������������������������� 509 Dragana Medic and Jean-Marc Décaudin

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 anaging Stakeholder Interests in a Nonprofit Setting: M Who Matters Most? An Abstract���������������������������������������������������������������������� 511 Kelly Weidner and Anjali Bal  an Green Consumer Expectations Match Heirloom C Seed Farmers’ Values?�������������������������������������������������������������������������������������� 513 Marine Masson and Patricia Gurviez Positioning and Planning of Sustainability Initiatives: An Abstract������������ 527 Rocio Rodríguez, Göran Svensson, and David Eriksson  he Role of Label-Flavor Color Congruence on Consumer T Judgments of Appropriateness and Visual Appeal: An Abstract������������������ 529 Felipe Pantoja and José Augusto Lacerda Fernandes  ales of Food Labeling: Experimental Studies on the Effects T of Advertisings and Warnings on Food Labels in Brazilian Context: An Abstract ���������������������������������������������������������������������������������������� 531 Rita Pereira and Josuéliton da Costa Silva  n Abstract: Feel the Grip and Smell the Freedom: Assessing A the Impact of Sensory Packaging on Implicit and Explicit Brand Knowledge���������������������������������������������������������������������������������������������� 533 Sascha Langner, Steffen Schmidt, Gesa Lischka, Evmorfia Karampournioti, and Levke Albertsen  ser-to-Brand Social Media Behavior Directed at Brands U and its Impact on Electronic Word-­of-­Mouth and Purchase Intentions: An Abstract ������������������������������������������������������������������������������������ 535 Youngtae Choi and Michael W. Kroff  ow Can the Ratings be So Different? Reasoning to Identify H Factors Explaining Airbnb’s Satisfaction Rating Advantage over Hotels: An Abstract ���������������������������������������������������������������������������������� 537 Christine Pitt, Andrew Flostrand, Theresa Eriksson, and Philip Grant  ustomer-to-Customer Interactional Justice: A New Challenge C for Service Recovery via Social Media ������������������������������������������������������������ 539 Todd J. Bacile, Jeremy S. Wolter, Alexis M. Allen, Pei Xu, and Tara Luck Mariano Negative eWOM in Social Media and Stock Evolution: An Abstract ���������� 549 Maria Petrescu  he Role of Audience Comments in YouTube Vlogs: An Abstract���������������� 551 T Devdeep Maity and Margot Racat  mall Wineries’ Entrepreneurial Marketing Practices S and Social Media Use: An Abstract������������������������������������������������������������������ 553 James Stoddard, Pia A. Albinsson, and G. David Shows

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I s Your Sales Manager Attractive? Examining the Impact of Attractiveness on Credibility: An Abstract ������������������������������������������������ 555 Edward Nowlin, Doug Walker, Nawar Chaker, and Nwamaka A. Anaza  ales Managers’ Ethical Leadership and Salesperson Outcomes: S The Role of Emulation Intentions: An Abstract��������������������������������������������� 557 Vishag Badrinarayanan, Indu Ramachandran, and Sreedhar Madhavaram  erson-Supervisor Fit in Sales: An Application of Self-Determination P Theory: An Abstract������������������������������������������������������������������������������������������ 559 Ilgım Dara Benoit, Ceren Ekebas-Turedi, and Thomas G. Brashear  ne for Me, One for You: Exploring Consumers’ Motivations O to Share Referral Coupons: An Abstract�������������������������������������������������������� 561 Sara Hanson, Monika Kukar-Kinney, and Hong Yuan  onsumer-Perceived Probability of Food Waste and Attitudes C Towards Sales Promotions: An Abstract���������������������������������������������������������� 563 Guillaume Le Borgne, Lucie Sirieix, and Sandrine Costa  obile In-Store Advertising: Exploring the Effects of Location-Based M Mobile Promotions on Shopping Behavior: An Abstract ������������������������������ 565 Stefan Brinkhoff and Tobias Schaefers  ow to Simplify Consumers’ Product Choice: An Exploration H of Different Information Sources at the Point of Sale: An Abstract�������������� 567 Andreas Kessenbrock and Gerrit Cziehso  re Those Immersive Online Ads Really Effective? A Consumers’ Responses to 360° Video Ads in Different Media Platforms: An Abstract�������������������������������������������������������������������������������������� 569 Doyle Yoon, Seunghyun Kim, and Fuwei Sun Developing a Typology of Native Advertising: An Abstract�������������������������� 571 Roberto Saldivar, Rebecca Leung, and Adesegun Oyedele  owards an Analytical Framework to Understand Consumer T Disengagement with Digital Advertising: An Abstract���������������������������������� 573 Varsha Jain, Altaf Merchant, Siddharth Deshmukh, and B. E. Ganesh  npacking Effects in Consumer Judgments: An Abstract���������������������������� 575 U Constantinos Hadjichristidis, Janet Geipel, and Kishore Gopalakrishna Pillai I nduction of Construal-Level Mindset via Experience of Surprise: An Abstract�������������������������������������������������������������������������������������������������������� 577 Atul A. Kulkarni and Joëlle Vanhamme  xploring the Role of Attitudinal vs. Situational Ambivalence E in Consumer Choice: An Abstract�������������������������������������������������������������������� 579 Piyush Sharma, Cheryl Leo, Anish Nagpal, and Yuwei Jiang

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 Review of the Cognitive and Affective Country-of-Origin’s A Effects and Their Influence on an Organisational Attribution of Blame Post a Crisis Event: An Abstract������������������������������������������������������ 581 Muhammad Irfan Tariq, Roberta Crouch, and Pascale Quester  he Impact of Power Distance Belief and Psychological Distance T on Decision-­­Making: An Abstract�������������������������������������������������������������������� 583 Miguel Angel Zúñiga and Ivonne M. Torres  onceptualising Beauty in Consumer Research: A Framework C and Research Agenda: An Abstract������������������������������������������������������������������ 585 Marina Leban and Benjamin Voyer I nnovation in Retail Business Models: How Adding Bricks to Clicks Affects Shoppers’ Purchase Intention: An Abstract ���������������������� 587 Agnes Sophie Roggentin  nonymity, Anxiety, and Abandonment: How Product Packaging A and Location Impact the Shopper: An Abstract �������������������������������������������� 589 Carol Esmark Jones, Christian Barney, and Adam Farmer Internet Killed the Radio Star? An Abstract�������������������������������������������������� 591 Yang He and Atanas Nikolov  valuating the Effectiveness of Brand Communication E on Implicit and Explicit Brand Knowledge in Virtual Spaces: The Case of Sports Sponsorship Exposure in Video Games: An Abstract�������������������� 593 Steffen Schmidt, Matthias Limbach, Sascha Langner, and Philipp Reiter  patial Effect of Country-Level Factors on Export Competitiveness S from Emerging Market: An Empirical Study of Spatial Effect in Export Trade of Agricultural Business from Emerging Markets: An Abstract���������������������������������������������������������������������������������������� 595 Da Huo  -Commerce Corporations (ECCs) Internationalization: E A Case Exploration: An Abstract �������������������������������������������������������������������� 597 Mamoun Benmamoun, Nitish Singh, Kevin Lehnert, and Sang Bong Lee I nternational Marketing and the Migrant-Owned Enterprise: Research Propositions: An Abstract�������������������������������������������� 599 Gary Knight, Michael Czinkota, and Zaheer Khan I nvestigating Relationship Dependence in International B2B Channel Relationships: An Abstract�������������������������������������������������������� 601 Christopher D. Hopkins and Daniel Padgett Storytelling in Business-to-Business Advertising: An Abstract �������������������� 603 Nwamaka A. Anaza, Elyria Kemp, and Leila Aberdeen Borders

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 ffects of B2B Customers’ Perceived Benefits on Willingness E to Disclose Information in an Online Exchange: An Abstract ���������������������� 605 José Luis Saavedra and Monika Rawal  xamining Sales and Purchase Approaches in Complex E Business Relationships: An Abstract���������������������������������������������������������������� 607 Rocio Rodríguez, Göran Svensson, Sergio Román, and Greg Wood  aking Money with Paid Content: Empirical Investigations M on Consumers’ Reactions to Free-to-Fee Switches and Preview Characteristics: An Abstract���������������������������������������������������������������������������� 609 Gerrit Cziehso  arketing Ploy or Strategic Initiative: An Investigation M of Deceptive Advertising: An Abstract ������������������������������������������������������������ 611 Pamela A. Richardson-Greenfield

The Effect of Narrative on Advertising Persuasiveness: The Moderating Role of Concreteness Language: An Abstract Valentina Pitardi and Laurence Dessart

Abstract  Several studies have demonstrated how narrative ads can be effective in persuading consumers’ attitudes and behaviours (Adval and Wyler 1998; Green and Brock 2000; Escalas 2004; Shank and Abelson 1995; Woodside 2010). While much has been said about the “why” aspects of narrative, less is known about the ways in which narrative ad “tell” stories. Still no research, to the best of the researchers’ knowledge, has investigated whether the type of language used in narrative ads influences the persuasiveness of the advertising. The present study wants to address this gap by investigating how the degree of concreteness/abstractness of language in a narrative ad can influence consumer’s willingness to recommend the brand featured in the ad. In order to explore this interplay, the research applies the Linguistic Category Model (LCM) framework to narrative ads (Semin and Fiedler 1988, 1991). Recommendation is a persuasive form of word of mouth (Peluso et al. 2017), and the consumers’ willingness to recommend represents an influential behavioural intention. Previous studies on financial disclosures have demonstrated that communications written in concrete language facilitate visualization compared to abstract stimuli, resulting in behaviours (Johnson and Kisielius 1985; Paivio 1969). Narrative ads, too, can be very effective in eliciting attitude and behavioural changes (Deighton et al. 1989; Van Laer et al. 2014). Congruently, we expect that narrative ads might lead consumers to increase their willingness to recommend the brand featured in the story, especially when the ad is written in concrete language. Two laboratory experiments in the context of hospitality service were conducted. Findings of the two studies revealed a significant main effect of narrative structure on willingness to recommend (Study 1, F (1119)  =  3.79, p  =  .05; Study 2, F (1181) = 4.416, p 

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