Harlan E. Spotts Editor

Creating and Delivering Value

in Marketing

Proceedings of the 2003 Academy of Marketing

Science (AMS) Annual Conference

Washington, D.C., USA

May 28 - May 31,2003

Table of Contents

Blueprinting and Strategy for Service Providers and Buyers

Blueprinting Perspective to Managing Giving 1 Michael Jay Polonsky, Victoria University, Australia Romana Garma, Victoria University, Australia

Relational Marketing Strategy in Corporate Chams - BCR's 'Customer Specific Marketing 6 Bertil Hullen, Goeteborg University

Differentiation of Retail Brand Buyers from Manufacturer Brand Buyers 12 Sema Kurtulus, Istanbul University, Turkey Kemal Kurtulus, Istanbul University, Turkey

Export Strategies and Global Markets

The Relationship Between Environment, Export Strategy Development Approaches and Export Performance 17 George Balabanis, City University of London, UK Chris Storey, City University of London, UK

Problems of Export Entrepreneurship in Sub-Sahara African Countries: Evidence from Nigeria 18 Aham Anyanwu, Imo State University, Nigeria Anayo D. Nkamnebe, Nmatndi Azikiwe University, Nigeria

Demographie Perspectives of Consumer Behavior

Measuring Consumer Attitudes Towards Gambling: A Follow-up Study 23 G.G. Rousseau, University of Port Elizabeth, South Africa D. Venter, University of Port Elizabeth, South Africa

A Demographic Perspective on U.S. Consumers' Out-of-Town Vacationing and Commercial Lodging Usage While on Vacation 27 Mark Peterson, University of Texas atArlington, USA Sheri L. Lambert, Taylor Nelson Sofies, USA

What Happens After Adolescents Leave Home? The Development of Young Adults' Brand Purchasing Pattems: The Case of College Students 28 Jingyun Zhang, University of Alabama, USA

Ethics of Minorities 33 Ziad Swaidan, Jackson State University, USA Andrew Honeycutt, University of Arkansas at Pine Bluff, USA Ricky Warner, Jackson State University, USA

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European Perspectives on B2B Marketing

Tension in Co-opetition 38 Maria Bengtsson, Umea School of Business, Sweden Soren Kock, Swedish School ofEconomics and Business Administration, Finland

Return on Relationships (ROR): Financial Aspects of Relationship Marketing and CRM in a Business-to-Business Network Context 43 Evert Gummesson, Stockholm University, Sweden

Exploring Product Replacement in Business Markets 48 WimBiemans, University of Groningen, the Netherlands Bas Hillebrand, Nijmegan School of Management, the Netherlands

Branding Decisions and Buyer-Seller Realtionships in Global Markets

Company Versus Countiy Branding: Same, Same, Same But Different 53 Ingeborg Astrid Kleppe, Norwegian School of Economics and Business Adminstration, Norway Lena Larsson Mossberg, Gothenburg University, Sweden

Accountability in the Buyer-Seller Relationship: Understanding the Influenae of Culture on the Buyer's Accountability to the Supplier Firm's Salesperson 61 Enrique P. Becerra, Florida Atlantic University, USA

Developments in Sales Management

The Influenae of Consulting Oriented Sales Management Programs on Customer Retention and Long-Term Profit Growth 66 AI Pelham, College of New Jersey, USA

Sales Career Preparation in the Philippines 67 Barl D. Honeycutt, Jr., Elon University, USA Shawn Thelen, Hofstra Univiversity, USA Kathryn T. Cort, Elon University, USA Elvira A. Zamora, University of the Philippines, USA

Salespersons' Responses to Employer Problems 72 Robert Fing, Wright State University, USA

Advances in Research Methodology I

The Efficiency Of Heuristic Identification Of Noisy Variables (Hinov) In Data Mining 73 Frank J. Carmone, Jr., Wayne State University, USA Ali Kara, Penn State University - York, USA

A Generalized Model for Asymmetrie Effect of Price Elasticities Incorporating Neighborhood Price Effect and Income 74 Rajeev Airani, Old Dominion University, USA

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e-Shopping and Website Loyalties

Quality-Value Perceptions and Satisfaction in an e-Shopping Environment: Assessing the Impact on e Shopping Loyalty Patricia A. Warrington, Purdue University, USA Mary Ann Eastlick, University ofArizonia, USA

The Effect of Service Quality and Consumer Trust on Retail Website Loyalty Albert Caruana, University of Malta, Malta B. Ramaseshan, Curtin University of Technology, Western Australia

The Internet, E-Commerce, and Marketing in LDCs

The Internet and 'Brick and Mortar' Marketing: Some Empirical Insights from both Sides of the Altantic Dennis P. Sakalauskas, Putnam Associates Inc., Boston, USA Kevin I.N.Ibeh, University ofStratthclyde, UK

EM Poutpourri

Shopping as Work or "Shopping as Recreation" Orientation on the Web: Which Impact on Consumer Evaluative Response«? Christine Gonzalez, ESC Toulouse, France

Marketing Origin and Organic Labeled Food Products in Europe: Trade-off between Conviction and Convenience Stores Georges Giraud, ENITA of Clermont-Ferrand, France

Marketing Implementation and Value Creation

Exploratory Research on Integrated Web-Based Knowledge Management in a Customer Contact Sandra S. Liu, Purdue University, USA Xueming Luo, SUNY, Freedonia, USA

Ethics and Responsibility

An International Comparison of the Use of Codes of Ethics in the Marketplace: Australia and Sweden Gregory Wood, Deakin University, Australia Goran Svensson, Halmstad University, Sweden Michael Callaghan, Deakin University, Australia

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Brand Issues-Image, Extensions and Relationships

Modeling the Effects of Corporate Images and Brand Images on Brand Alllance Evaluation: A Contingency Approach . 91 Sanya Dutta, Louisiana State University, USA

The Process of Establishing Brand Relationships: Antecedents and Outcomes 92 Jamye Foster, Louisiana State University, USA

New Horizons in Business-to-Business Marketing

The Bullwhip Effect: An Intra-Organizational Approach 93 Goran Svensson, Halmstad University, Sweden

Cross-Cultural Perspectives in International Marketing

Culture Theory in Global Marketing Research: An Assessment From the Literatare 94 Cheryl Nakata, University of Illinois-Chicago, USA YiliHuang, University of Illinois-Chicago, USA

How National Culture Shapes the Global New Product Development Process.. 95 Eliflzberk-Bilgin, University of Illinois-Chicago, USA Albert L. Page, University of Illinois-Chicago, USA

A Cross-Cultural Comparison of Business Students' Perceptions of Job Market Success after 911.... 100 Sara Johnson, Federal Support Services, Chicago, USA Carol W. DeMranville, Northern Illinois University, USA

Advances in Research Methodology II

Social Exchange: A Scale Development of Individual Difference Orientations 105 Kelly Piner, Pittsburgh, Pennsylvania, USA Aysen Bakir, Illinois State University, USA Kenji Noguchi, The University of Mississippi, USA DanLandis, University of Hawaii at Hilo, USA

Organizational Change Capability: the Theoretical Construct and Its Operational Measurement....... 106 Tony McGuinness, University of Wales Aberystwyth, UK Robert E. Morgan, University of Wales Aberystwyth, UK.

Works-In-Progress: Ethics, Trust and Responsibility in a Dynamic Marketing Environment

Relevance of Indian Ethos/Ethics in Managing Organizations in the 21st Century 107 P. Bucha Reddy, Osmania University, India P. Narayan Reddy, Osmania University, India

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Controversial, Peer Recommendations, and Vulnerable Consumer Issues

Agents of Change Versus Stewards of Tradition: The Controversial Case of the Augusta National 112 Mary F. Mobley, Augusta State University, USA Ellen M. Moore, University of South Carolina, USA

The Effectiveness of Credit Card Regulation for Vulnerable Consumers 113 Karin Braunsberger, University of South Florida - St. Petersburg, USA Laurie A. Lucas, Arkansas Tech University, USA Dave Roach, Arkansas Tech University, USA Michael Luckett, University of South Florida—St. Petersburg, USA

Modes of Online Value Creation

Generating Value Through Online Interaction: Individual and Situational Differences 114 YupingLiu, Old Dominion University, USA

Using Consumers' Dedsion Making Stages to Identify Value-Providing Opportunities 115 Sangeeta Singh, Norwegian School of Management, Norway

Internet Privacy Preference and Its Impact on Internet Behaviors: A Preliminaiy Analysis 121 Angela Hausman, University ofTexas-Pan American, USA H. UlasOgrak, University ofTexas-Pan American, USA Don Lloyd Cook, Georgia State University, USA

Relationships and Trust in Buyer-Supplier Interactions

Multiple Levels of Trust and Interfirm Dependence on Supply Chain Coordination: A Framework for Analysis 122 Janice M. Payan, Creighton University, USA Justin Tan. Creighton University, USA

New Trends in Education

A Marketing Plan for Marketing Instruction: A Satirical Look at Student Comments 129 Judy Siguaw, Comell University, USA Penny Simpson, Southeastem Oklahoma State University, USA

Distance Education in Marketing: Current Practices & Differences among Institutions 134 Deborah Spake, University of South Alabama, USA John S. Bishop, University of South Alabama, USA

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Price Promotions and Drivers on Customer Retentions

The Effects of Price Promotion on Consumers' Price Beliefs 135 Michel Laroche, Concordia University, Canada Maria Kalamas, Concordia University, Canada Xavier Renard, Concordia University, Canada

Incomplete Retail Price Information: Consumers' Reactions and Managerial Implications .....136 Jan P. Owens, University of Wisconsin - Parkside, USA

How Consumers are Affected by Advertising and What They Believe as a Result.

Generalized and Personalized Beliefs toward Advertising: Which are Better Predictors of Attitudes toward Advertising in General? 142 XiaoliNan, The University of Minnesota, USA

Dynamics of Consumers' Beliefs toward Advertising in the 1990s: Evidence from Longitudinal National Data 143 XiaoliNan, University of Minnesota, USA

Loyalty Issues

Sunk Cost Effect, Escalation of Commitment and the Principle of Fungibility: Consumers Reactions to Membership Cards 148 Fernando Jaramillo, Univeristy of South Florida, USA Paul Spector, Univeristy of South Florida, USA

Supplier Portfolioment: A Strategie Approach 155 Göran Svensson, Halmstad University, Sweden

Trust

Antecedents and Implications of Trust in Small Business-Supplier Relationships 156 Greg Brush, University ofAuckland, NewZealand

Commitment, e-Service Quality, Personal Values on Provider-Customer Relationships

Targets of Commitment in Service Provider-Consumer Relationships 157 Tim Jones, Queen's University, Canada Shirley Taylor, Queen's University, Canada

A Conceptual Framework for Measuring e-Service Quality 158 Joel Collier, University of Memphis, USA Carol C. Bienstock, University of Memphis, USA

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Behavioral Issues in Advertising, CRM, and Developing Economies

Attractiveness, Trustworthiness, and Expertise: An Exploratory Study Examining College Student Evaluation: of Sport Celebrities as Potential Advertising Models 163 George Stone, Georgia College & State University, USA Mathew Joseph, Georgia College & State University, USA Essam Ibrahim, Strathclyde University, UK

An Interpersonal Perspective to CRM 164 Byron Keating, University ofNewcastle Robert Rugimbana, University ofNewcastle AliQuazi, University ofNewcastle

Frameworks and Orientations for Investigating Retail Store Images and C2C Dynamics

Customer-to-Customer Interactions in the Service Environment: A Communication Framework for Understanding C2C Dynamics 165 Julie Anna Guidry, Texas A&M University, USA

Social Orientation of a Store and Its Impact on Consumers' Perception of Store Image 166 Haiyan Hu, Utah State University, USA Cynthia Jasper, University of Wisconsin - Madison, USA

Does Retailing Store's Strategie Philanthrop? Matter? 167 Xueming Luo, State University ofNew York - Fredonia, USA

Academy of Marketing Science Outstanding Teachers in Marketing

Debra A. Laverie 169 Texas Tech University, USA

Naresh K. Malhotra 170 Georgia Tech University, USA

CRM: Furthering Customer Relations

A Longitudinal Examination of Individual, Organizational and Contextual Factors on Technology Adoption and Job Performance 171 Michael Ahearne, University of Connecticut, USA Ron Jelinek, University of Connecticut, USA John Mathieu, University of Connecticut, USA AdamRapp, University of Connecticut, USA Niels SchÜlewaert, Vlerick Leuven Ghent Management School

An Investigation of Customer Retention Activities Strategies of Food and Clothing Retailers in the Bloemfontein Area, South Africa 172 Lorene Erwee, Technikon Free State, South Africa

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The Gap Between Trust in Salesperson and Trust in Sellin; Organization: Antecedents & Consequences Sijun Wang, University of Alabama, USA Charles Mbah, Comerstone University, USA

Issues and Decisions in Emerging Markets

Moral Ideologie* andEthical Beliefs of Minorities Ziad Swaidan, Jackson State University, USA Mihai Nica, Jackson State University, USA Mohammed Z. Baat, Jackson State University, USA

Structural Adjustment Program Induced Business Environment and Market Orientation on Firm Performance: Empirical Evidence from Ghana Charles Blankson, Long Island University-C. W. Post Campus, USA Chris H. N. Mbah, Comerstone University, USA Felix Abeson, Coppin State College, USA

Regional Policy and Economic Development in Nigeria: Perspectives from the Private and Public Sectors Alphonso O. Ogbuehi, Bryant College, USA Eugene Opara, University of Lagos and Imo State Govemor's Office, Owerri, Nigeria Ben M. C. Obi, Central Bank of Nigeria, Owerri, Nigeria Eugene Nwigwe, Chayos Limited, Port Harcourt, Nigeria

The Contextual Interface of Online Consumption

Vital Interface Components' Relative Importance in Online Shopping Tasks Clyde A. Warden, Chaoyang University of Technology, Taiwan Wann-Yih Wu, National Cheng Kung University, Taiwan Dungchun Tsai, National Chen Kung University, Taiwan

Gender Differences in Online Buying Attitudes and Behavior: An Exploratory Analysis Ah Keng Kau, National University ofSingapore Edwin Ying-Chan Tang, National Chiao Tung University SanjoyGhose, University of Wisconsin-Milwaukee, USA

Contextual Marketing: The New Business Model for Electronic Commerce Xueming Luo, State University of New York, Fredonia, USA

Emerging Issues in Business to Business Marketing

Supplier Diversity Programs and their Impact on Purchasing Agent Negotiation Strategies: A Role Theoretic Model Rodney L. Stump, York University, Canada & Morgan State University, USA Ashwin W. Joshi, York University, Canada Stephen Keysuk Kim, Oregon State University, USA

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Enhancing Inter-Firm Performance through Internet Driven Management of Inter-Organizational Knowledge and 198 Samit Chakravorti, Florida International University, USA Vincent S. Daniels, Florida International University, USA Walfried M. Lassar, Florida International University, USA

Organizational Leaming as a Strategie Tool: Operationalizing an Index of Learning 203 A. Coskun Samli, The University of North Florida, USA Scott Fisher, The University of North Florida, USA

Critical Evaluations of Educational Issues

Australian Coursework-Focused Marketing Masters Degrees: Retrahmig, Credentials or Preparation for Ph.d.s 208 Michael Polonsky, Victoria University, Australia Jeffrey Kidd, Victoria University, Australia

Are Marketing Students DifFerent? A study of Information Economics Beliefs 213 Elizabeth Elam, Western New England College, USA

Faculty Evaluation of Marketing Research Streams and Seif Serving 218 Dheeraj Sharma, University of North Texas, USA

Chinese and Japanese Marketing Practices

Market Orientation and Organizational Peformance in Mainland China: Test of the Market Orientation Scale (MARKÖR) 219 Erdener Kaynak, Pennsylvania State University, Harrisburg, USA Ali Kara, Pennsylvania State University, York, USA

Institutional, Organizational, and Strategie Antecedents of Firm Entrepreneurship in Chinese Transitional Economy 220 Xueming Luo, SUNY, Fredonia, USA Lianxi Zhou, University of Guelph, Ontario, Canada Sandra S. Liu, Purdue University, USA

New Findings in Consumer Behaviour and (Corporate) Brand Managment

ICBS: A Promising Measurement for Consumer Behavior? Russia and the United States 221 Mary Conway Dato-on, Northern Kentucky University, USA Lala Moustafaeva, People's Friendship University, Russia

Applying Issues Management to Meet the Challenges of Corporate Brand Management -An Empirical Investigation in Europe 223 Catja Prykop, University of St. Gallen, Switzerland Sabine Einwiller, University of St. Gallen, Switzerland Diana IngenhofF, University of St. Gallen, Switzerland

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The why of buying Nike - Findings of a Causal analytical study 223 Robert Morgan, University of Aberystwyth, United Kingdom Stephanie Magin, University of Mainz, Germany Frank Huber, University of Mainz, Germany Andreas Herrmann, University ofSt. Galten, Switzerland

Issues in education

Antecedents to Student Preferences for Web-Based and Traditional Classes 224 Concha Ramsey-Neeley, University of North Texas, USA Rajasree Rajamma, University of North Texas, USA

A Pedagogically-Effective Use of Internet-Based Technologies to Host a Virtual Class 225 Neeraj Bharadwaj, Babson College, USA Katherine Harris, Babson College, USA

Exploring Issues in Field Sales

An Examination of Salesperson Specialization 226 Mark Leach, Loyola Marymount University, USA

Critical Examination of Salesforce Commitment and Job Involvement as Contributors to Organizational Performance 227 Bulent Menguc, University of Melbourne, Australia Tansu Barker, Brock University, Canada

Personality-T ask Interdependence Interaction in Predicting Salespeople's Organizational Citizenship Behavior 228 James Conway- Central Connecticut State University, USA Kaushik Mitra, IBM Corporation, USA Richard Brzostek, University of Connecticut, USA

The Euro and the European Union - New Challenges for Marketing

The Irish Consumer Current Sentiments Toward Marketing 229 William B, Dodds, Ft. Lewis College, USA Anne Sinnott, Dublin City University, Ireland, Naoimh O'Reilly, Dublin City University, Ireland Joanne Lynch, Dublin City University, Ireland Michael Gannon, Dublin City University, Ireland

Cross-Cultural Comparisons

Brand-Luxury Index: Scale Development and Cross-National Validation Between Australia and USA 230 Franck Vigneron, California State University Northridge, USA LesterW. Johnson

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Consequences of Impulse Buying Cross-Culturally: Or What Will My Friends Think if I Buy That? 231 Venessa Martin-Funches, University of Alabama, USA Jeong Eun Park, University of Alabama, USA

Identity and Consumption of Scottish Migrants residing in England: A Tale of Two Halves 232 Julie Tinson, University of Western England, UK Yasmin K. Sekhon, London Institute, UK

Consumer Choice and Decision Making

The Effect of Choice and Rewards on Customers' Emotions 237 Chia-Chi Chang, Purdue University, USA Lucette B. Corner, Purdue University, USA

Dimension: of Brand Attitüde and Their Effect on Purchase Intention 238 Andreas Herrmann, University ofSt. Gallen, Switzerland Frank Kressman, University of St. Gallen, Switzerland Stephanie Magin, University of Mainz, Gemutny Frank Huber, University of Mainz, Germany

International Issues, Information Search, and Advertising.

The Role of International Economic Development in the Use of Integrated Marketing Communications 239 Timothy Brotherton, Saginaw Valley State University, USA

Asian Americans and Advertisements: Identifying Caps in the Literature 246 Rhea Ingram, Columbus State University, USA Troy A. Festervand, Middle Tennessee State University, USA Samantha Chow, University of Phoenix, USA

Overseas Entiy of SMEs, Services Marketers, and Joint Ventures

UK SMEs' Approach to Servicing Overseas Markets: The Concentration Versus Spreading Debate and the Importance of Managerial Commitment 247 Dave Crick, University of Central England, UK

Service Failures Away from Home: Benefits in Intercultural Service Eacounters 248 Clyde Waiden, Chaoyang University of Technology, Taiwan Tsung-Chi Lee, National ChengKung University, Taiwan Chi-Hsun Lee, National Lien Ho Institute of Technology, Taiwan Chi-Tsun Huang, Kun Shan University of Technology, Taiwan

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Introducing Unrelated Brand Extension: Through Core Brand Sponsorship 249 Nanda K. Viswanathan, Delaware State University, USA Sunil Erevelles, University of North Carolina, USA Stephen L. Vargo, California State University, USA

Market Orientation and Organizational Performance: A New Product Paradox? 254 William E. Baker, San Diego State University, USA James M. Sinkula, University of Vermont, USA

A Study of Strategy Implementation as Expressed through Sun Tzu's Principles of War 255 Wann Yih Wu, National ChengKung University, Taiwan Chih Hsiung Chou, National ChengKung University, Taiwan Ya-Jung Wu, Kao Yuan Institute of Technology, Taiwan

Does Marketing Management and Education Need a Delicate Balance Between Evolutionaiy And Spiritual Leadership to Provide Added Value? 259 John Jackson, Central Queensland University, Australia

Marketing Addind Extra Value Through the Championing of the Democratization of 264 Corporate Purpose John Jackson, Central Queensland University, Australia

Addendum to the 2002 Proceedings

Conceptual Frameworks in Foreign Entry Modes: A Review and Comparison of the Contemporary Literature 270 Alex Rialp-Criado, Autonomous University of Barcelona, Spain Josep Rialp-Criado, Autonomous University of Barcelona, Spain Rozzano Eusebio, Autonomous University of Barcelona, Spain

Index of Authors 279

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