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

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

Patricia Rossi • Nina KreyEditors

Finding New Ways to Engage and Satisfy Global CustomersProceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC)

ISSN 2363-6165 ISSN 2363-6173 (electronic)Developments in Marketing Science: Proceedings of the Academy of Marketing ScienceISBN 978-3-030-02567-0 ISBN 978-3-030-02568-7 (eBook)https://doi.org/10.1007/978-3-030-02568-7

Library of Congress Control Number: 2018962178

© Academy of Marketing Science 2019This 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 AGThe registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland

EditorsPatricia RossiMarketing DepartmentIÉSEG School of ManagementLille, France

Nina KreyRohrer College of BusinessRowan UniversityGlassboro, NJ, USA

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Finding New Ways to Engage and Satisfy Global Customers

June 27–29, 2018

Universidade Lusiada-NortePorto, Portugal

2018 Academy of Marketing Science® World Marketing Congress

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AMS Officers (2018–2020)

PresidentO.C. FerrellAuburn University, USA

Executive Vice President/DirectorHarold W. BerkmanUniversity of Miami, USA

President-ElectJulie Guidry MoulardLouisiana Tech University, USA

Immediate Past-PresidentAdilson BorgesCarrefour & NEOMA Business School, France

Vice President for PublicationsJames S. BolesUniversity of North Carolina at Greensboro, USA

Vice President for ProgramsBrad D. CarlsonSaint Louis University, USA

Vice President for Membership-North AmericaMark PetersonUniversity of Wyoming, USA

Vice President for Membership-InternationalPatricia RossiIÉSEG School of Management, France

Vice President for DevelopmentJanna ParkerJames Madison University, USA

Secretary/TreasurerNina KreyRowan University, USA

Co-Chair, Board of GovernorsJoseph F. Hair, Jr.University of South Alabama, USABarry J. BabinLouisiana Tech University, USA

Co-Director of International ProgramsJay D. LindquistWestern Michigan University, USABarry J. BabinLouisiana Tech University, USAJohn B. FordOld Dominion University, USA

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Barry J. BabinLouisiana Tech University, USACo-Chair (2016–2022)

Joseph F. Hair, Jr.University of South Alabama, USACo-Chair (2018–2024)

Adel El-AnsaryUniversity of North Florida, USA (2018–2024)

Linda FerrellAuburn University, USA (2018–2024)

Linda GoldenUniversity of Texas, USA (2018–2024)

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

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

David J. OrtinauUniversity of South Florida, USA (2016–2022)

Nicholas PaparoidamisNEOMA Business School, France (2018–2024)

Leyland PittSimon Fraser University, Canada (2016–2022)

Linda PriceUniversity of Arizona, USA (2014–2020)

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

AMS Board of Governors (2018–2020)

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John B. Ford, Old Dominion University, USAElizabeth Real, Universidade Lusiada-Norte, Portugal

2018 AMS World Marketing Congress: Co-Chairs

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2018 AMS World Marketing Congress: Tracks and Track Chairs

Advertising & IMCDouglas C. West, King’s College London, UKLes Carlson, University of Nebraska—Lincoln, USA

Big Data and New Marketing AnalyticsTina Harrison, University of Edinburgh, UKMary Brennan, University of Edinburgh, UK

Branding and Product ManagementJulie Guidry Moulard, Louisiana Tech University, USACleopatra Veloutsou, University of Glasgow, UK

Business-to-Business MarketingMitch Griffin, Bradley University, USANic Terblanche, Stellenbosch University, South Africa

Consumer BehaviorDipayan Biswas, University of South Florida, USAJean-Luc Herrmann, University of Lorraine, France

Cross-Cultural, Multicultural and/orInternational MarketingCheryl Nakata, University of Illinois at Chicago, USACatherine Demangeot, IÉSEG School of Management, France

Digital MarketingPaul Ballantine, University of Canterbury, New ZealandLucie Ozanne, University of Canterbury, New Zealand

Social Media MarketingClaas Christian Germelmann, University of Bayreuth, GermanyKirk Plangger, King’s College London, UK

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Distribution and Supply Chain ManagementSusan Golicic, Colorado State University, USADavid Grant, University of Hull and Institute of Estuarine & Coastal Studies (IECS), UK

Entrepreneurship and InnovationAdam Mills, Loyola University, USATek Thongpapanl, Brock University, Canada

Ethics, Social Responsibility and Not-for ProfitTheresa Kirchner, Old Dominion University, USAGillian Sullivan Mort, LaTrobe University, Australia

Fashion and Luxury MarketingIsabel Cantista, University Lusiada, PortugalJoy Kozar, Kansas State University, USA

Green Marketing/Sustainability and Bottom-of-the-Pyramid MarketingValerie Swaen, Université Catholique de Louvain, Belgium & IÉSEG School of Management, FranceCharles Blankson, University of North Texas, USA

Iberian Marketing IssuesNebojsa S. Davcik, ISCTE Business School, PortugalAntonio Azevedo, University of Minho, Portugal

Marketing EducationDavid Taylor, Sacred Heart University, USAJan Kietzmann, Simon Fraser University, Canada

Marketing in Emerging MarketsGregory Kivenzor, University of Connecticut, USAFernando Fastoso, York University, UK

Marketing Research: Methods, Measures, and AnalyticsJoseph F. Hair, Jr., University of South Alabama, USAChristian Ringle, Hamburg University of Technology, GermanyMarko Sarstedt, Otto-von-Guericke University, Germany

Marketing StrategyLeyland Pitt, Simon Fraser University, CanadaAsa Wallstrom, Luleå University of Technology, Sweden

Personal Selling and Sales ManagementJessica Ogilvie, Ohio University, USANicholas Paparoidamis, NEOMA Business School, France

2018 AMS World Marketing Congress: Tracks and Track Chairs

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Pricing and Customer ValueSandra Mottner, University of Western Washington, USADonald Lund, University of Alabama at Birmingham, USA

Relationship Marketing/CSR/Customer Loyalty/CLVRene Darmon, ESSEC Business School, FranceDiana Haytko, Florida Gulf Coast University, USA

Retailing (Online/Offline)Gerard Cliquet, University of Rennes, FranceKarine Picot-Coupey, University of Rennes, France

Services MarketingLuca Petruzzellis, University of Bari Aldo Moro, ItalyAnnie Liu, Texas State University, USA

Wine and Tourism MarketingPaulo Ramos, University Lusiada, PortugalNathalie Spielmann, NEOMA Business School, France

Doctoral ColloquiumAltaf Merchant, University of Washington, Tacoma, USA

Special Session SubmissionsJohn B. Ford, Old Dominion University, USAElizabeth Real, Universidade Luciada-Norte, Portugal

Proceedings EditorsPatricia Rossi, IÉSEG School of Management, FranceNina Krey, Rowan University, USA

2018 AMS World Marketing Congress: Tracks and Track Chairs

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Thank you to all people who reviewed for the 2018 AMS World Marketing Congress. These people include:

2018 AMS World Marketing Congress: Reviewers

Annika AbellDagmar AbfalterAlexandra AbneyKhaled AboulnasrEda AdamlierKwame AdomKarina AdomaviciuteBillur AkdenizJoaquin Aldas-ManzanoMathieu Alemany OliverJuliann AllenGareth AllisonNuno AlmeidaGisela AlvesCesare AmatulliAdriana Amaya RivasAbdelmajid AmineDoug AmyxDonghwy AnStephanie AndersonGalina AndreevaDaniela AndreiniMick AndzulisTom ArchibaldAnahit ArmenakyanCat Armstrong SouleSanna-Katriina AsikainenCostas AssimakopoulosGerard AthaidePinelopi AthanasopoulouOguzhan AygorenToker AysegulJoão AzambujaSalim Azar

Antonio AzevedoSally BaalbakiHajer BachoucheFawaz BaddarS.Cem BahadirGeorge BalabanisBoris BartikowskiFabian BartschLisa BeelerRoger BennettCatherine BenthamMichelle BergadaaGargi BhaduriPelin BicenMarta BichoMarkus BlutKwabena BoakyeSilke BoenigkEd BondOthman BoujenaAchilleas BoukisFlávio BrambillaJoël BréeRoss BrennanLinda BrennanLauren BrewerDeanne BrocatoNatalya BrownBidisha BurmanSteve BurtMarkus BuserChristian BushardtRomain CadarioLouise Canning

Joanne T. CaoLanlan CaoLorena Carrete LuceroMichal CarringtonAlbert CaruanaPedro CarvalhoMark CaseMario CassarLina CeballosEdgar Antonio Centeno VelázquezPriscilla ChanSimos ChariChavi ChenJing ChenYue-Yang ChenYanina ChevtchoukMichelle ChildsRaeesah ChohanYoungtae ChoiWendy ChouFrancis ChuahRon ClarkBart ClausMichel ClementMark ClevelandGérard CliquetStanley CoffieIsabelle Collin-LachaudTony ConwayKirsten CowanAndrew CreceliusAngela CruzCharles CuiCathy Curran-Kelly

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Rafael Currás PérezCatherine Da SilveiraDan-Cristian DabijaAmir DabirianCharlene DadzieGavriel DahanBo DaiVassilis DalakasFrancesca Dall’Olmo RileyStephen DannNeel DasSofia DaskouArezoo DavariNebojsa DavcikBrennan DavisDonna DavisVasileios DavvetasJohn DawsonGwarlann de KervilerAnouk de RegtJohannes de SmedtKen DeansDawn Deeter-SchmelzSihem DekhiliElena Delgado-BallesterDuleep DelpechitreCatherine DemangeotEtienne DenisChristian DerbaixIsabel DeutschmeyerMbaye Fall DialloChristian DianouxHoda DibaSally DibbLarissa DiekmannVytautas DikciusClaudiu DimofteRebecca DingusCassie DittAndrea DixonCarmela DonatoMike DorschOlivier DroulersClare D’SouzaPierre Louis DuboisKatherine DuffySujay DuttaMeike EilertAnuashine EllisDahlia El-ManstrlyHyo-Jin EomHilal ErgenTheresa ErikssonNathalie Fabbe-Costes

Xi FangNadia FanousMana FarshidRicky FergursonCaitlin FerreiraPeter FischerNathalie FleckDaniel FlintAndrew FlostrandJonas FöhrPantea ForoudiChristophe FournierChristoph FuchsCristina GalalaeOlivier GergaudChristian GermelmannNabil GhantousApostolos GiovanisItzhak GnizyChristine GonzalezHéctor GonzálezMartina Gonzalez-GallarzaEva Gonzalez-HernandezMohit GourLudmilla Gricenko WellsMitch GriffinNick GrigoriouSiggi GuderganPeter GuentherMiriam GuentherJoao GuerreiroAbhijit GuhaRajesh GulatiPatricia GurviezBirgit HagenNick HajliZachary HallChris HandGarth HarrisNathaniel HartmannElise HarveyTracy HarwoodLeonidas HatzithomasSven HauffBenjamin HazenJayne HeafordSandrine Heitz SpahnJohanna HeldJean-Luc HerrmannMartin HingleyChris HinschBryan HochsteinDanupol HoonsoponChris Horbel

Monireh HosseiniCheng-Chieh HsiaoHui-Ling HuangGert HumanMargee HumeTran HuongElodie HuréJiyoung HwangAntonio HyderSajna IbrahimSubin ImRajesh IyerPramod IyerElif Izberk-BilginShalini JainCatherine JanssenMagali JaraThomas JensenColin JevonsStefanie JirsakBruna JochimsWilliam JohnsonCheah Jun HwaMathieu KachaStavros KalafatisMaria KalamasAriadni KapetanakiValeriia KaptcevaMaria KarampelaElif KaraosmanogluSvetlana KataevaJoya KemperEric KennedyMuhammad Ali KhanMark KilgourJihyun KimEva KipnisMichael KleinaltenkampJirka KonietznyRita KottaszChristine KowalczykManfred KrafftNina KreyMike KroffMichael KrushMarc KuhnMinu KumarArun KumarOlga KvasovaAntigone KyroussiEwelina LackaSophie Lacoste-BadieChristine Jaushyuam LaiFelicia Lassk

2018 AMS World Marketing Congress: Reviewers

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Emmanuelle Le NagardLinda LeeSheena LeekSarah LefebvreJean François LemoineConstantinos LeonidouMichael A. LevinHawyi LiangTana LicsandruJiun-Sheng Chris LinShuyu LinJörg LindenmeierKristina Lindsey HallCanning LouiseBen LoweTemo Luna-NevarezKaisa LundJacqueline LynchJohn MacdonaldEmanouella MagganiariChoukri ManidjelFrançois MaonBen MarderTania MareeDrew MartinDavid Martín-Consuegra NavarroEva MartínezNoemí Martínez-CaraballoFrauke Mattison-ThompsonMaurizio MauriMichael McdermottBob McdonaldSally MckechnieKylie McMullanJose MendozaJosé Marcos MesquitaAurélia Michaud-TrévinalGéraldine MichelJess MikeskaGerardo MoreiraGonzalo MorenoTodd MorganStacey MorrisonRasha MostafaJean-Louis MoulinsSahar MousaviMona MradProkriti MukherjiRyan MullinsAlexander MunroJohn MurrayIman NaderiCheryl NakataCourtney Nations

Amin NazifiPablo NederPeter NeijensLucas NesselhaufGilles N’GoalaRalitza NikolaevaPatricia NorbergGavin NortheyMichael ObalMatt O’BrienPhilippe OdouSheena OkaiSergio OlavarrietaUlrich OrthNicholas O’ShaughnessyBenjamin ÖsterleSergio OsunaDestina OvuakporieStefanie PaluchGaëlle Pantin SohierFelipe PantojaNicolas PapadopoulosNicholas PaparoidamisJimi ParkJanna ParkerUlrich PaschenJeanette PaschenOleksandra PasternakAnthony PatinoAthanasios G. PatsiotisVéronique Pauwels-DelassusFabien PecotGiuseppe PedelientoIryna PentinaChris PentzElfriede PenzRebeca PerrenRozenn PerrigotPatsy PerryAlberto PezziBernd PhilippRico PiehlerLamprini PihaYolande PirisChristine PittLeyland PittDennis PittaLoic PleMichael PolonskyIngrid PoncinBastian PoppKate PoundersGerard PrendergastMaria Puelles

Keith PyperWang QianLee QuinnArafat RahmanAdam RappBrooke ReaveyIsmail RebaiNoha RefaieParichehr Riahi PourNicole RichterSophie RieunierPaulo RitaArnaud RivièreAya RizkJeandri RobertsonJulie RobsonShelly L. RodgersClarinda RodriguesPaula RodriguesClaire RoedererJoe RohSalvatore RomanazziMarisabel RomeroMei RoseHeather RossPatricia RossiJean RoyMaria-Eugenia RuizCecilia RuvalcabaRuta RuzeviciuteOuidade SabriIbrahim SabuncuLaszlo SajtosAmin SalehSandeep SalunkeCristina Sanchez BlancoVasco SantosParaskevi SarantidouCinthia SatorninoWendy ScaifeTobias SchaefersVictor SchliwaLaura-Marie SchonsHanna Schramm-KleinTali Seger-GuttmanTejvir SekhonSarah SelinkaAbdel ShaltoniKevin ShanahanAviv ShohamBéatrice Siadou MartinNikoletta-Theofania SiamagkaChristina SichtmannJeremy Sierra

2018 AMS World Marketing Congress: Reviewers

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Paola SignoriAndré SilvaCláudia SimõesFrançoise SimonStephen SingarajuMona SinhaRudolf SinkovicsK. SivakumarStephanie SlaterGarry SmithReo SongAarti SoodRossella SorioBruno SousaLeigh SparksStavroula SpyropoulouMichael StadtelmannMarla Royne StaffordMaximilian StielerCarola StrandbergEsther SwilleyCourtney SzocsChristoph TellerRobert ThomasLadonna ThorntonCarina Thuerridl

Gladys Torres BaumgartenJean-François TotiJanell TownsendAlexander TrautrimsEmily TreenJulien TroivilleKe TuAybars TuncdoganSigitas UrbonaviciusBertrand UrienTaylan UrkmezPierre Valette-FlorenceStuart Van AukenEric Van SteenburgJoseph VellaRam VikasIris Vilnai YavetzNanda ViswanathanDany VytDoug WalkerCyndy WangFatima WangYichuan WangSabinah WanjuguKittichai WatchravesringkanKelly Weidner

Bert WeijtersWolfgang WeitzlJaime WhiteJennifer WigginsMatthew WilsonKathryn Woodbury ZenoChris Wright-IsakShuang WuYun WuGoksel YalcinkayaAmanda YamimMirella Yani-De-SorianoAtefeh YazdanparastChebli YounessKaidong YuDebra Zahay-BlatzJennifer ZarzosaJim ZbojaMichelle ZengKatharina Zeugner-RothXia ZhuZhen ZhuStephen ZielkeMohammadali ZolfagharianAthina Zotou

2018 AMS World Marketing Congress: Reviewers

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Preface

The Academy of Marketing Science was founded in 1971, held its first Annual Conference in 1977, and has grown and prospered ever since. The relevancy of the Academy’s mission and activities to our chosen target market of the marketing pro-fessoriate has been a key factor in attracting the discipline’s best and brightest from all over the world.

The revised Articles of Association of the Academy, approved by the Board of Governors in the spring of 1984 and by the general membership in the fall of that year, define the mission of the Academy as follows:

1. Provide leadership in exploring the normative boundaries of marketing, while simultaneously seeking new ways of bringing theory and practice into practi-cable conjunction.

2. Further the science of marketing throughout the world by promoting the 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.

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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.

Lille, France Patricia Rossi Glassboro, NJ, USA Nina Krey

Preface

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Acknowledgments

This book contains the full proceedings of the 2018 Academy of Marketing Science World Marketing Congress held in Porto, Portugal. Gratitude and appreciation goes to the Universidade Lusiada-Norte for cohosting the 21st World Marketing Congress.

Under the theme “Finding New Ways to Engage and Satisfy Global Customers,” this volume aims to further explore the concept of customer loyalty ensured through continuous engagement with an ever-changing and demanding customer base. Global forces are bringing cultures into collision, creating new challenges for firms wanting to reach geographically and culturally distant markets, and causing market-ing managers to rethink how to build meaningful and stable relationships with ever-more demanding customers. In an era of vast new data sources and a need for innovative analytics, the challenge for the marketer is to reach customers in new and powerful ways. This volume further investigates new and innovative ways to find new global customers, understand their wants and needs, and build meaningful bridges to them which keep them engaged and ensure the highest levels of customer satisfaction.

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, John B. Ford and Elizabeth Real. 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 dili-gently work behind the scenes to ensure the success of the event. A warm thank you and our continuous gratitude for the tireless effort, exceptional commitment, and unceasing dedication over the years also go to the Co-Directors of International Programs—Jay D. Lindquist and Barry J. Babin.

Lastly, the Academy of Marketing Science extends sincere appreciation to all those who submitted their research and presented their ideas and contributed as reviewers and discussion leaders and all others who volunteered to make the meet-ing a success. Thank you to all the attendees from around the world who made this

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congress another special AMS event. The 2018 Academy of Marketing Science World Marketing Congress would not have been possible without the support of these many individuals.

Lille, France Patricia Rossi Glassboro, NJ, USA Nina Krey

Acknowledgments

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Examining the Impact of Provocation in Green Advertising on Consumers’ Attitudes and Perceptions . . . . . . . . . . . . . . . . . . . . . . . . . 1Samer Elhajjar and Sihem Dekhili

Blink: Advertising in a Multi-Media Environment: An Abstract . . . . . . . 13Federica Furlan, Douglas West, Prokriti Mukherji, and Agnes Nairn

Sensory Imagery in the Context of Beverage Advertising: How the Senses Affect Product Design and Attitude: An Abstract . . . . . 15Klaus-Peter Wiedmann, Janina Haase, and Jannick Bettels

Value Expressive Advertising and Innovation Acceptance in Healthcare: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Thomas L. Powers and Seongwon Choi

Exploring the Reciprocal Relationship between Brand Identity and Brand Image in a Context of Co-Creation: An Abstract . . . . . . . . . . 19Catherine da Silveira and Cláudia Simões

Co-Creation and Media Business: The Value Creation in a Brand Licensing Case: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . 21Flávio Régio Brambilla and Ana Flávia Hantt

Special Session: Nonprofit and Nongovernmental Organization (NPO and NGO) Marketing: Examination of Multicultural Perspectives: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23Theresa A. Kirchner, John B. Ford, Jörg Lindenmeier, Ben Lowe, Bob McDonald, and Gillian Sullivan Mort

Cross-Cultural Examination of Arts Sector Governmental Policies and Development of Standardized Economic Analyses: An Abstract . . . 25Theresa A. Kirchner and John B. Ford

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Co-Production and Social Service Providers’ Performance: Parental Satisfaction with Childcare Markets: An Abstract . . . . . . . . . . 27Ann-Kathrin Seemann and Jörg Lindenmeier

Connecting with Consumers in Subsistence Marketplaces: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29Ben Lowe, Gillian Sullivan Mort, and Md Rajibul Hasan

Advancing Mission-Based Metrics: An Abstract . . . . . . . . . . . . . . . . . . . . 31Bob McDonald

The Effects of the Mobile Technology on Overall Tourist Experience: The Case of Augmented Reality Used During a Visit of Chambord Castle: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . 33Patricia Coutelle, Véronique des Garets, Laurent Maubisson, and Arnaud Rivière

Big Consumer Behavior Data and their Analytics: Some Challenges and Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35Mihai Calciu, Jean-Louis Moulins, and Francis Salerno

Web Personalization Experience: Value Creation or Value Destruction? An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49Laetitia Lambillotte and Ingrid Poncin

IoT’s Consumer Acceptance: A New Perspective: An Abstract . . . . . . . . 51Sabrina Hombourger-Barès and Leila El Kamel

New Dimensions of Postpurchase Behavior in the Service Environment: Consumer Behavior Toward Uber after Consumer Ratings: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53Kathryn Woodbury Zeno and Gladys Torres-Baumgarten

Improving Targeting by Taking Long-Term Relationships into Account . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55Benedikt Lindenbeck and Rainer Olbrich

Managing the Bright and Dark Sides of Humorous Response in Service Recovery: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69Hyunju Shin and Lindsay R. L. Larson

Do Variety Seekers Rely on Information for their Food Choice? The Role of Type of Novelty of Food: An Abstract . . . . . . . . . . . . . . . . . . 71Sujatha Manohar and Varisha Rehman

Meanings and Values in the Purchase of a Brand New Car: Study with Brazilian Customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73Danielli Priscila da Silva Melo and José Marcos Carvalho de Mesquita

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Measuring Comprehensive Typology of Positioning Strategies: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85Charles Blankson, Prince Kodua, and Lydia Njoroge

Think Twice before Typing: Does Recall Message Strategy Affect Firm Valuation? An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87Fatma Hilal Ergen Keles, Burc Ulengin, and Emrah Keles

Value Network Segmentation: A Three- Factor Model . . . . . . . . . . . . . . . 89Nanda Viswanathan

Sustainable Innovation: An Adaptive Capabilities Approach to Understanding its Antecedents and Consequences: An Abstract . . . . . 103Kelly L. Weidner, Cheryl C. Nakata, and Zhen Zhu

Examining the Relationship between Market Orientation and Service Innovation: Fit as Matching Perspective . . . . . . . . . . . . . . . . 105Yue-Yang Chen, Hui-Ling Huang, and Tsai-Pei Liu

Effect of Service Firm’s Sustainability Orientation on New Service Development Competence and Performance: An Abstract . . . . . . . . . . . . 113Arafat Rahman, Subin Im, and Sanna-Katriina Asikainen

Unravelling the Challenges and Opportunities of Social Innovation across Market Boundaries through Images of Dress: An Abstract . . . . . 115Stephanie Slater and Catherine Demangeot

Driving Sustainable Shopping by Utilizing In-Store Smartphone Messaging: A Reexamination of Regulatory Focus Theory: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117Matthew B. Lunde and Carl-Philip Ahlbom

Redefining Generational Cohorts Based on Touchpoint Exposure in Italy and Japan: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119Marco Ieva, Chieko Minami, and Cristina Ziliani

How Trust, Knowledge Integration, and Team Sensemaking Capability Influence NPD Success: The Mediating Role of Team Members’ Creativity: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . 121Adriana Amaya Rivas

The Impact of Friendship on Entrepreneurial Decision-Making: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123Theresa Eriksson, Christine Pitt, Andrew Flostrand, and Kristina Heinonen

The Impact of Organization Agility, Organization Flexibility, and Environmental Volatility on Radical and Incremental Innovation Performance: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125Danupol Hoonsopon and Wilert Puriwat

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A Meta-Analytical Review on the Effects of In-Game Advertising on Consumers’ Attitudes: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127Clécio Araújo, Felipe Pantoja, and Obinna Obilo

Comparing Advertising Effectiveness: Successful versus Attractive Male Spokesperson: An Abstract . . . . . . . . . . . . . . . . . . . . . . . 129Feray Adiguzel and Carmela Donato

Misconceptions of Branding Behavior in the Retail Sector: A Delphi Study: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 131Jose Ribamar Siqueira, Michael Bendixen, Russell Abratt, and Maria Petrescu

Investigating Political Brands in Non-Party Political Environments: Post- Electoral Reform in Guernsey: An Abstract . . . . . . . . . . . . . . . . . . . 133Guja Armannsdottir and Christopher Pich

How Much Change is too Much? The Impact of Perceived Technological Change onto Sales Force Technology Acceptance: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135Michael Obal and Todd Morgan

The Role of Mindfulness in Consumers’ Experiences of Food Well-Being: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137Ophélie Mugel and Patricia Gurviez

Importance of Ethics and Sustainability in the Fashion Industry: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139Vish Maheshwari and Joanna Fielding

Understanding the Relationship and Persuasion Mechanisms between Social Media Influencers and their Followers: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141Pauline Claeys, Karine Charry, and Tina Tessitore

Web Personalization: Experience, Antecedents, and Consequences: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143Laetitia Lambillotte

Why do I Follow Fashion Bloggers? Insights from Jordanian Consumers: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145Lubna Al-Masri and Mirella Yani-de-Soriano

Movie Piracy in Emerging Economies: I Want to be Innovative, and I Know How to Explain My Bad Behaviour: An Abstract . . . . . . . . 147Sigitas Urbonavicius, Vytautas Dikcius, Karina Adomaviciute, and Amelija Lucinskaite

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Implications of Consumer Animosity for Marketing Strategy: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149Olga Kvasova and Sergii Tokar

An Abstract: When and How do Chief Marketing Officers Drive Firm Performance? CMO Characteristics, Managerial Marketing Capability, and Firm Value Creation . . . . . . . . . . . . . . . . . . . . 151Isabel Deutschmeyer, Peter Guenther, Miriam Guenther, and Michael Kleinaltenkamp

Social Enterprise Legitimacy in a Hostile Market . . . . . . . . . . . . . . . . . . . 153Marta Bicho, Ralitza Nikolaeva, and Carmen Lages

Corporate Greed and its Effect on Customer Satisfaction, Corporate Social Responsibility and Corporate Reputation among Customers: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167Albert Caruana, Joseph Vella, Jirka Konietzny, and Saviour Chircop

Fusing Complex Big Data Sets to Understand Consumer’s Online Relationships that Create In-Store Retail Bonding: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169Don Schultz and Martin P. Block

Consumer Pleasure or Guilt: Luxury Fashion Brand Addiction and Social Media Marketing: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . 171Mona Mrad and Charles C. Cui

Building Relationships through Stimulating Brand Experiences: The Role of Self-Expansion, Brand Identification, and Self-Esteem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173Gwarlann de Kerviler and Carlos M. Rodriguez

Micro-Blog Marketing of Luxury Consumption: The Role of Micro-Blog Contents and Envy in Purchase Intention: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189Wendy H. C. Chou and Byoungho Jin

Limited-Quantity Scarcity Messages for Luxury Brands: Consider Customers in Cognitive and Emotional Consumption: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191Ting-hsiang Tseng, George Balabanis, Matthew Tingchi Liu, and Hsiu Ying Huang

I or We: The Persuasive Effects of Typeface Shapes: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193Yi-Fen Liu

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Participatory Impact Assessments from a Relationship Marketing Perspective: How to Balance Latent and Manifest Consulting Functions? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195Guido Grunwald and Jürgen Schwill

“The Others”: The Cultural and Consumer Profile of Expatriates: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 209Vanda Veréb and Helena Nobre

Influencing Customer Experience by Activating Relationship Norms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 211Harald Pol, Mirjam Galetzka, and Ad T. H. Pruyn

Trade Fairs, Trade Shows, and Exhibitions: A Literature Review: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 227Maria Sarmento and Cláudia Simões

Conceptualising and Operationalising Respect in Consumer-Brand Relationships: An Abstract . . . . . . . . . . . . . . . . . . . . 229Cleopatra Veloutsou

Construing Loyalty through Perceived Quality and Brand Identification: The Mediating Role of Brand Trust and Brand Relationship Closeness: An Abstract . . . . . . . . . . . . . . . . . . . . 231Tai Anh Kieu

Service Brand Orientation and Firm Performance: The Moderating Effects of Relationship Marketing Orientation and Customer Orientation . . . . . . . . . . . . . . . . . . . . . . . . . . . 233Raphael Odoom and Ernest Y. Tweneboah-Koduah

Eye-Tracking Research Special Session (Part 1): How to Influence In-Store Buying Decisions? An Abstract . . . . . . . . . . . 251Sophie Lacoste-Badie

Visual Attention in Virtual Reality Settings: An Abstract . . . . . . . . . . . . . 253Enrique Bigné, Mariano Alcañiz, and Jaime Guixeres

Antecedents and Consequents of the Anchoring Effect in Store Brand vs. National Brand Context: An Abstract . . . . . . . . . . . . . 255Fabrício Cruz da Rosa, Arnaldo Coelho, and Cristela Maia Bairrada

Enhancing Brand Commitment through Social Responsibility Associations: A Two- Path Moderated Model . . . . . . . . . . . . . . . . . . . . . . . 257Tarek Abid, Marie-Aude Abid-Dupont, and Jean-Louis Moulins

Creating My Own Story: Maximizers, a Different Route to Information Evaluation: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . 269Sahar Karimi

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First Impressions: The Impact of Graphic Syllabi on Student Attitudes: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 271David G. Taylor

The Consequences of Consumer Ethnocentrism upon Product Perceptions within Emerging Markets: The Case of Mexico: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 273Miguel Sahagun, Arturo Vasquez-Parraga, and Larry Lee Carter

Acculturation of Indian Immigrants to the United States: Technology as a Coping Mechanism: An Abstract . . . . . . . . . . . . . . . . . . 275Rajesh Iyer, Mitch Griffin, and Barry J. Babin

Traditionscapes in Emerging Markets: An Abstract . . . . . . . . . . . . . . . . . 277Marlon Dalmoro, Diego Costa Pinto, and Walter Meucci Nique

New Perspectives on Justifying Customer Citizenship: An Abstract . . . . 279Estelle van Tonder, Inonge T. Lisita, and Daniël J. Petzer

An Abstract: Mission Statements as Marketing Messages: A Comparative Content Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 281Sarah Lord Ferguson, Emily R. Treen, Jeremy De Beer, and Sussie Morrish

An Abstract: Intuitive versus Analytical Delight: How Customers Process Delightful Consumption Experiences . . . . . . . . . . . . . . . . . . . . . . 283Stefanie Jirsak, Douglas West, Frauke Mattison Thompson, and Nikoletta-Theofania Siamagka

Marketing Strategy Implications of Employee Brand Engagement: Optimism and Commonality: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . 285Christine Pitt, Pierre Berthon, Ian Cross, Val Hooper, and Joao Ferreira

Agency Theory in Marketing: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . 287Raeesah Chohan

A Model of Post-Installation Seller-Buyer Interactions in Technology-Based Industrial Markets: An Abstract . . . . . . . . . . . . . . . 289Gerard A. Athaide and Sandeep Salunke

The Institutional Pressures in the Post- Adoption Use of Social Media: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 291João Azambuja and Ralitza Nikolaeva

Customer Participation in New Product Development: The Crucial Role of a Firm’s Absorptive Capacity: An Abstract . . . . . . . 293Todd Morgan, Michael Obal, and Sergey Anokhin

Influences of User Experience on Consumer Perception: A Study on “Autonomous Driving” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 295Sarah Selinka and Marc Kuhn

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Don’t Confuse Me! The Effect of Self- Construal on the Relationship between Context Visual Complexity and Enjoyment . . . . . . . . . . . . . . . . 307Nesenur Altinigne and Elif Karaosmanoglu

Shopper’s Experience of Digital Mall Signage as Atmospheric Stimuli: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 321Thérèse Roux and Tania Maree

Special Session: Putting Knowledge into Action: An Abstract about Implementing Project-Based Learning across Marketing Courses and University Campuses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 323Nina Krey, Berrin Guner, and Laurie A. Babin

What am I Going to Eat Here? Food Tensions of Immigrants in a Cosmopolitan City . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 325Michelle Bergadaà and Nada Sayarh

Consumers Who Collaborate with the Firm, but Against Each Other: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 339Laurel Aynne Cook, William Northington, and Jacob Hiler

A Comparison of Organizational Sustainability Initiatives through Time in Public and Private Sectors: An Abstract . . . . . . . . . . . . 341Rocio Rodríguez, Göran Svensson, and David Eriksson

Brand Equity, Country of Origin Effect, and Internationalization: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 343Marcos Cesar Conti Machado, Marcos Cortez Campomar, and Carlos Eduardo Lourenco

Beyond Country-of-Origin: An Empirical Study on the Factors that Affect American Consumers’ Attitude and Purchasing Intentions: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 345Emi Moriuchi and Christina Chung

Special Session: Measurement Invariance and Innovation in Cross-Cultural Research: Revisiting Validity in an Interconnected World: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . 347Barry J. Babin, David J. Ortinau, Stephanie Slater, John B. Ford, and Carmen Lopez

French Households and Fish Consumption: What Characterizes Households that Should be Targeted to Increase Fish Consumption: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 349Audur Hermannsdóttir, Arnar Búason, and Sveinn Agnarsson

Destination Image Change in Tourist Subgroups: Evidence from Uzbekistan: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 351Mamlakat Khudaykulova, Sunil Sahadev, and Nandakumar Mankavil Kovil Veettil

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Consumer Ability to Determine Actual Quality and Level of Education: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 353Sidney Ornelas Sánchez and Jorge Vera Martínez

Can Anyone Write a Survey? Coping with the Digital Disruption of the Marketing Research Industry in the Classroom: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 355Brooke Reavey and Al Rosenbloom

Investigating Corporate Brand Values in Higher Education: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 357Louise Spry, Mojtaba Poorrezaei, and Christopher Pich

A Critical Assessment of Skills and Knowledge for Entry-Level Marketing Jobs: A Delphi Study: An Abstract . . . . . . . . . . . . . . . . . . . . . 359Poh-Lin Yeoh

Insights into the Relationship between Entrepreneurial Orientation and Performance: Evidence from Brazil: An Abstract . . . . . . . . . . . . . . . 361Marcelo Gattermann Perin, Cláudia Simões, and Cláudio Hoffmann Sampaio

Ecotourism Perspective: The Case of Armenia: An Abstract . . . . . . . . . . 363Anahit Armenakyan and Natalya Brown

A Meta-Approach to Assessing Research Methodologies in Bottom of the Pyramid Markets: An Abstract . . . . . . . . . . . . . . . . . . . . 365Caitlin Ferreira and Jeandri Robertson

The Benefits of Unrelated Brand Corporate Social Responsibility: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 367Diego Costa Pinto, Márcia Maurer Herter, Leonardo Nicolao, and Mellina Terres

Targeted Dysfunctionality: A Systematic Review and Conceptualization: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 369Mehmet Okan and Banu Elmadağ

An Application of Co-Production Concept to the US Legal System: Lessons from Marketing: An Abstract . . . . . . . . . . . . . . . . 371P. Sergius Koku

Exploring the Customer Satisfaction-Store Loyalty Relationship during an Economic Crisis: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . 373Paraskevi Sarantidis

How can Stimuli and Emotions Help Increase Brand Advocacy . . . . . . . 375Ricardo Godinho Bilro and Sandra Maria Correia Loureiro

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Shopping Behavior Influences on Perceived Value and Store Satisfaction: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 383Thomas L. Powers, Eric P. Jack, and Seongwon Choi

Ethical Sales Leadership and Salesperson Performance: The Intervening Influence of Worthiness of being Followed: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 385Vishag Badrinarayanan and Indu Ramachandran

Bias in the Hiring Process of Professional Salespeople: The Effects of Gender, Ethnicity, and Religion . . . . . . . . . . . . . . . . . . . . . 387Parker F. Griffin, Jill S. Attaway, and Mitch Griffin

The Customer Compromise and ComproScore: Toward a New Concept and Metric to Assess Customer Satisfaction, Buying Process, and Loyalty: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . 393Joël Le Bon

Are Loyalty Programmes Shams? A Study Assessing How Loyalty Programmes can Create Loyalty to the Company Rather than to the Program: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 395Virginie Bruneau and Yuping Liu-Thompkins

Customer Responses to the Point Management Strategy in the Occurrence of Customer Demotion: An Abstract . . . . . . . . . . . . . . 397Hyunju Shin and Riza Casidy

How Cities can Attract Highly Skilled Workers as Residents: The Impact of City Brand Benefits on Highly Skilled, Potential Residents’ City Brand Attitudes: An Abstract . . . . . . . . . . . . . . 399Michael Schade, Rico Piehler, and Christoph Burmann

Decoding Archetypal Images of Motherhood in Magazine Advertisements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 401Lilit Baghdasaryan, Shona Bettany, and Bogdan-Florin Mihaila

Do as I Say (because I’m Similar to You): Gender Similarity, Message Framing, and the Decision to Save for Retirement: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 415John Chalmers, Sara Hanson, Zhi Wang, and Hong Yuan

How Gender Identity Affects Consumer Behavior: Overview and Future Research: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 417Lilly Ye, Mousumi Bose, and Lou E. Pelton

Emotional Aspects of Marketing: Theory and Methods: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 419Michael Basil and Paul Bolls

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Attraction and Compromise Effects in Choice-Based Conjoint Analysis: No-Choice Options as a Remedy: An Abstract . . . . . . . . . . . . . 421Verena Wackershauser, Marcel Lichters, Marko Sarstedt, and Bodo Vogt

Eye-Tracking Research Special Session (Part 2): How to Design Attention- Grabbing Communications? An Abstract . . . . . . . . . . . . . . . . . 423Sophie Lacoste-Badie

Does Social Media Communication Style Influence Online Consumer Experience and Behavior?: An Abstract . . . . . . . . . . . . . . . . . 425Renato Hübner Barcelos, Danilo Correa Dantas, and Sylvain Senecal

An Empirical Investigation of the Antecedents of Product Innovation Strategy and New Product Performance in Export Ventures: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 427Marios Theodosiou, Evangelia Katsikea, Pascale Hardy, and Shintaro Okazaki

Patterns of Competition in Emerging Industries from the Automobile to the Personal Computer: An Abstract . . . . . . . . . . . . . . 429Robert E. McDonald

A Practice-Based Exploration of Individual Philanthropy in Contemporary Arts and Crafts: An Abstract . . . . . . . . . . . . . . . . . . . . 431Caroline Moraes

The Impact of Past Deeds on Prosocial Behaviors: The Case of Charitable Giving: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 433Etienne Denis and Claude Pecheux

An Abstract: From Thinking Green to Planned Green Purchasing Behaviors: A Cross-National Study of American and Korean Millennials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 435Alexander Muk, Christina Chung, and Jonghoon Kim

Abetting or Thwarting: The Mediating Role of Subjective Enablers and Constraints in the Pro-Environmental Attitude-Behavior Relationship: An Abstract . . . . . . . . . . . . . . . . . . . . . . 437Mark Cleveland, Jennifer Robertson, and Victoria Volk

Special Session: An Abstract on Consumer Interactions with Automated Technologies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 439Ben Lowe, Orsolya Sadik-Rozsnyai, Laurent Bertrandias, Marc Kuhn, and Marco Hubert

The Relationship of Market-Oriented Culture, Internal-Market Orientation, Service Climate, and Customer-Oriented Service Behavior: Cross- Cultural Study of F&B Industry in Taiwan, China, and the United States: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . 441Shun-Ching Horng and Ling-Hua Weng

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Creating Customer Value through Multichannel Service Delivery: A Study of the French Insurance Market: An Abstract . . . . . . . . . . . . . . 443Ilaria Dalla Pozza, Lionel Texier, and Julie Robson

Do University Choices Affect CEO Turnover and Company Performance? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 445Alberto Pezzi and Luca Petruzzellis

How can a Brand Successfully Extend in a Premium Market when Collaborating with a High-End Retailer? An Abstract . . . . . . . . . . 453Hyo Jin Eom and Soyoung Kim

Evaluating Managerial Drivers and Barriers to the Implementation of In-Store Technology in Fashion Retailing: An Abstract . . . . . . . . . . . . 455Francesca Bonetti, Patsy Perry, Lee Quinn, and Gary Warnaby

Fashion Brand and Retailer Collaborations: An Effective Strategy to Favorably Change Consumers’ Brand Evaluations: An Abstract . . . . 457Michelle Childs and Byoungho Jin

University Social Augmenters Brand Equity: Do University Social Augmenters Possess Brand Characteristics? An Abstract . . . . . . . . . . . . 459Ahmed Eldegwy, Tamer H. Elsharnouby, and Wael Kortam

Financial Brand Valuation: A Semiotic Approach to Link Marketing and Finance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 461Paulo de Lencastre, Nuno Côrte-Real, Ana Côrte-Real, Cosme Almeida, and Pedro Veloso

Special Session: An Abstract on “Marketing Techniques to Assist Public Sectors in Engaging Customers to Meet Societal and Individual Disasters Crisis Need and Beyond” . . . . . . . . . . . . . . . . . . 475Linda L. Golden, Marco Bravo, Patrick Brocket, Christopher Emrich, Alex Gamble, Rajiv Garg, Colleen Jones, Robert A. Peterson, Pete Phillips, Peter Nance, Alisa Walch, and Yuxin Zhang

G2G Marketing from Crisis to Resolution: Marketing for when the Government must Target the Government: An Abstract . . . . . . . . . . 477Linda L. Golden and Robert A. Peterson

Rapid Assessment of Customer Marketplace in Disaster Settings through Machine Learning, Geospatial Information, and Social Media Text Mining: An Abstract . . . . . . . . . . . . . . . . . . . . . . . 479Rajiv Garg, Patrick Brockett, Linda L. Golden, and Yuxin Zhang

Faith in God versus Faith in Wealth: Belief in a Higher Spiritual Power as a Determiner of Quality of Financial Life: An Abstract . . . . . . 481Heejung Park and Saman Zehra

Online Gaming and Maladaptive Behavior: An Abstract . . . . . . . . . . . . . 483Marlys J. Mason, Ingrid Martin, and Alejandra Rodriguez

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How Important is the “Time Horizon”?: An Investigation of Financial Well-Being: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 485Heejung Park

Leveraging a Sustainable Supply Chain Orientation in Marketing Communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 487Daniel J. Flint, Paola Signori, and Susan L. Golicic

Consumers’ Attitude and Intention to Purchase toward Bio-Based Products: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 499Ivan Russo, Ilenia Confente, Daniele Scarpi, and Benjamin Hazen

The Role for Academics to Play in Advancing Sustainability Integration in Marketing Education and Research: An Abstract . . . . . . 501Joya A. Kemper, Paul W. Ballantine, and Michael Hall

Toward Adolescents’ Digital Identity Profiles: A Comparison between Quantitative and Qualitative Analysis . . . . . . . . . . . . . . . . . . . . . 503Romain Sohier and Joël Brée

Investigating the Tech-Savvy Consumer: An Abstract . . . . . . . . . . . . . . . 517Esther Swilley

The Cognitive Structure of Online Brand Choice: An Exploratory Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 519Arunima Rana, Anil K. Bhat, and Leela Rani

Do Consumers’ Ethical Judgments Matter for Purchase Intentions in Online Gray Markets? The Mediating Role of Trust: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 533Pelin Bicen and Naveen Gudigantala

Cheap vs. Substantive CSR Talk among Global Retailers: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 535Ralitza Nikolaeva and Marco Visentin

The Influence of Internal CSR Initiatives on the Organizational Citizenship Behaviors of Employees: An Abstract . . . . . . . . . . . . . . . . . . . 537Haw-Yi Liang, En-Yi Chou, and Jiun-Sheng Chris Lin

Accommodation Market Labels and Customers Reviews: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 539Christine Pitt, Theresa Eriksson, Kirk Plangger, and Amir Dabirian

What Makes Digital Content Influential? A Comparison of Celebrities and Influencers: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . 541Kirsten Cowan and Laura Hunt

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Antecedents of Consumer Ethical Decision- Making: A Multidimensional Analysis of Emotions, Moral Intensity, Moral Philosophies, Personal Norms, and Intrinsic Religiosity . . . . . . . . 543Marco Escadas, Marjan S. Jalali, and Minoo Farhangmehr

The Relationship between Worldview and Moral Recognition in Business: Examining Patterns of Ethical Acceptability: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 553Mark Pritchard, James Avey, Stephen Conroy, and Tisha Emerson

Is there Room for Socially Oriented Anti- Consumption? Conceptualization and Questions for the Development of the Field: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 555Nieves García-de-Frutos and José Manuel Ortega-Egea

Incongruity between Judgment and Action in Business Student Ethics: Multinational Research: An Abstract . . . . . . . . . . . . . . . 557Arturo Z. Vasquez-Parraga, Ngoc Pham, Miguel Sahagun, Nataly Guinez, Christian Mellado, and Niria Goni-Avila

Crowdfunding Practices for Social Projects: An Experiment of Co-Creation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 559Rafael Lucian and Marta Bicho

Mission-Based/Non-Financial Performance Metrics for Nonprofit Organizations: Policy and Practice: An Abstract . . . . . . . . . . . . . . . . . . . 569Robert E. McDonald and John Masselli

Responsible Consumption during Crisis: Consumer Impulsiveness and Purchase Behavior in Emerging Markets: An Abstract . . . . . . . . . . 571Ana Carina Castagna, Diego Costa, and Márcia Maurer Herter

Evaluating Customer Special Requests . . . . . . . . . . . . . . . . . . . . . . . . . . . 573Sijun Wang, Sharon E. Beatty, and Betsy Holloway

Managing Customer-to-Customer Interaction in Group Service Encounters: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 581Linda W. Lee, Edward Boon, and Ian P. McCarthy

Ambient Scent’s Effects in Sensory Service Marketing: An Abstract . . . 583Anna Girard, Marko Sarstedt, and Marcel Lichters

Suitability of Green Dwellings as Residential Options in Times of Recession: The Role of Perceived Value, Benefits, and Barriers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 585Markos Tsogas and Marina Kyriakou

An Assessment of the Relationships between Attitudes toward Patriotism, Environmentalism, and the Purchase of Organic Apparel in US Consumers: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . 595Ming Wang, Lori Rothenberg, and Delisia Matthews

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Communal Narcissists “Go Green” to Enhance their Social Status: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 597Iman Naderi

“Sharing is Caring”: About Personal Values Driving Environmentally Friendly Behavior . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 599Sarah Selinka, Vanessa Reit, and Natalie de Jong

Simplified Nutritional Labels Reduce Calorie of Purchases in a Cafeteria: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 611Amanda Pruski Yamim, Carolina O. C. Werle, and Olivier Trendel

When Indulgence Gets the Best of You: The Unexpected Consequences of Prepayment: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . 613Ali Besharat and Gia Nardini

Does Satisfaction Mediate the Relationship between Quality Constructs in Ongoing Supplier Relationships? An Abstract. . . . . . . . . . 615Juan Carlos Sosa Varela and Göran Svensson

An Approach on Place Attachment, Involvement and Behavioural Intentions in Iberian Marketing Contexts: The Case of Galicia-North Portugal Euroregion: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 617Bruno Sousa and Cláudia Simões

Increasing Awareness and Reputation of Merck S.A. Portugal through Employee Advocacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 619Heidi Sonne, João Guerreiro, and Bruno Wohlschlegel

Sustainability Marketing Strategies: How Self-Efficacy and Controllability can Stimulate Pro-Environmental Behaviors for Individuals: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . 635Marilyn Giroux and Frank Pons

Relevance of Digital Marketing Skills for Marketers: An Abstract . . . . . 637Ekant Veer and Angela Dobele

Toward an Understanding of the Antecedents of E-Marketing Orientation: The Role of the Fit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 639Hui-Ling Huang and Yue-Yang Chen

Interfirm Trust between Emerging Markets: Chinese Firms in Africa: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 651Esi A. Elliot, Zhen Zhu, and Fei-Ling Wang

Sub-Saharan African Culture and Entrepreneurial Activities: A Ghanaian Perspective: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . 653William K. Darley and Charles Blankson

The Making of the Zou Chuqu Strategy at the Marketing Level: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 655Claude Chailan, Dominique Mazé, and Otto Regalado Pezua

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The Effect of Narrative Believability on Persuasiveness and Purchase Intention: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 657Mario L. Cassar, Albert Caruana, Jirka Konietzny, and Raeesah Chohan

When Social Networks Express Concerns about Information Privacy: Users’ Perception, Attitudes, and Trust: An Abstract . . . . . . . . 659Jean-Éric Pelet and Basma Taieb

Developing Trust among Chinese Social Media Users through Experience: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 661Long Zhang, Alma Mintu-Wimsatt, and Bo Han

Market Turbulence as Moderator between Customer Orientation and Firm Performance: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 663Gavriel Dahan and Aviv Shoham

The Differences between Internationalization of SMEs with Brand Names and those without Brand Names: An Abstract . . . . . . . . . . . . . . . 665Byoungho Jin and Hyeon Jeong Cho

Understanding Involvement of Luxury Gift Givers: An Abstract . . . . . . 667Ulrich Paschen, Jeannette Paschen, Matthew Wilson, and Theresa Eriksson

Sustainable Luxury: The Effect of Luxury Consumption Motivations on Corporate Social Responsibility Strategies: An Abstract . . . . . . . . . . 669Carmela Donato, Matteo De Angelis, and Cesare Amatulli

Social Media Engagement with Luxury Brands: An Exploratory Study: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 671Iryna Pentina, Véronique Guilloux, Holly Baumgartner, and Ellen Pullins

Face-Saving, Materialistic, and Ethical Values as Related to Chinese Consumers’ Attitudes of Counterfeit Fashion Goods: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 673Joy M. Kozar and Shuyi Huang

The Role of the Mexican Executive Women: The Impact of Personal Branding and the Influence of the Erotic Capital as a Secondary Brand Association: An Abstract . . . . . . . . . . . . . . . . . . . . 675Diana Davila and Tonatiuh Mendoza

Activating Multiple Facets of the Self: How Self-Concept and Brand Personality can Influence Self-Brand Connections: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 677Marilyn Giroux and Bianca Grohmann

The Underdog Effect in the Context of Brand Management: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 679Holger J. Schmidt and Pieter Steenkamp

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Special Session: Cultural Identity and Adaptation in Global Marketplaces: Methodological, Conceptual, and Empirical Insights: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 681Cheryl Nakata, Catherine Demangeot, Eva Kipnis, Charles Chi Cui, Chris Pullig, and Tana Cristina Licsandru

Brand Emotions: Establishing the Emotional Lexicon in Failed Consumer Relationships: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . 683Sylvia Long-Tolbert and Tammy Lai

Shopping Therapy? Entertainment and Social Interaction’s Role in Shopping Satisfaction: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . 685Maher Georges Elmashhara, Ana Maria Soares, and Damijan Mumel

Fear of Crime, Consumption, and Culture: An Abstract . . . . . . . . . . . . . 687Enrique P. Becerra and Maria Cecilia Henriquez-Daza

Conceptual Model of Destination Branding: An Integrative Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 689Pedro Costa Carvalho, Ana Kankura Salazar, and Paulo Matos Graça Ramos

Segmenting Visitors to New Zealand: An Activity-Based Typology: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 705Girish Prayag and Peter Fieger

An Abstract: Does Communicating Destination Safety Matter? . . . . . . . 707Fatima Wang, Carmen Lopez, and Stephen A. Harwood

Country-of-Origin Ecological Image: Dimensions of the Construct and their Impacts on Consumers’ Evaluation of Eco-Products: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 709Omar El Moussawel and Sihem Dekhili

When Innovative Ways of Reducing Food Waste Meet Eating Culture in University Canteens: An Abstract . . . . . . . . . . . . . . . . . . . . . . . 711Larissa Diekmann and Claas Christian Germelmann

The Impact of Deployment of Armed Soldiers in the City of Jerusalem on Fear of Tourists . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 713Blanka Havlíčková

How do Interpersonal Factors Influence the B2B Relationship Quality? An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 725Ozan Peneklioglu and Ayse Banu Elmadag Bas

OEM Pressure to Innovate and Buyer- Supplier Relationship: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 727R. Mohan Pisharodi, Ravi Parameswaran, and John W. Henke Jr

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Customer Trustworthiness on Supplier Long-Term Orientation in Supplier- Customer Relationships: An Abstract . . . . . . . . . . . . . . . . . . 729Tianjiao Qiu

A Meta-Analysis of Power in Buyer-Seller Relationships: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 731Leonidas C. Leonidou, Constantine S. Katsikeas, Bilge Aykol, and Nikolaos Korfiatis

Online Brand Communities: When Consumers are Negatively Engaged . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 733Ricardo Godinho Bilro, Sandra Maria Correia Loureiro, and Maria Inês Marques

Understanding Software Developers’ Coping Responses to Negative Online Reviews: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . 741Raoul Könsgen, Mario Schaarschmidt, and Tobias Krämer

Intervening Failure Attribution Perceptions and NWOM with Online Service Recovery Actions: An Abstract . . . . . . . . . . . . . . . . . 743Wolfgang Weitzl and Sabine Einwiller

Market Orientation and Poverty Reduction: A Study of Rural Small Businesses in Ghana: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . 745Charles Blankson and Julius Nukpezah

Turkish Manufacturing Firms’ Export Market Orientation, Marketing Capabilities, and Export Performance: An Abstract . . . . . . . . . . . . . . . . . 747Gaye Acikdilli, Ali Kara, Alma Mintu-Wimsatt, and John Spillan

Stimulating Decision-Making Behavior and International Marketing Performance: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 749Yoel Asseraf, Luis Filipe Lages, and Aviv Shoham

Factors Affecting Attitude and Purchase Intention toward Gray Market Goods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 751Mesut Çiçek and Selime Demet Sezgin

Antecedents of Export Performance: The Role of Institutional and Resource- Based Factors: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . 767İlayda İpek and Mustafa Tanyeri

Consumer Perception in the Probability of Buying Luxury Brands: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 769Paula Rodrigues

Cobranding between Fast Fashion Brands and Luxury Brands: A Case Study Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 771Beatriz Eiras and António Azevedo

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Perceptual Discrepancies between Purchasers and Non-Purchasers of Mass Customized Fashion Products: Lessons Learned from a US Generation Z Consumer Perspective: An Abstract . . . . . . . . . . . . . . . . . . 785Jihyun Kim and Gargi Bhaduri

Employer Brand Love: The Key for Attracting and Retaining Talent: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 787Elizabeth Real de Oliveira, Erika Laranjeira, Cristina Cunha, and Pedro Rodrigues

The Dynamic Nature of Brand Experience . . . . . . . . . . . . . . . . . . . . . . . . 789Benjamin Österle, Marc M. Kuhn, and Jörg Henseler

How do Emotions Influence Brand Attachment? The Mediation Role of Brand Authenticity: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . 801Yousra Hallem, Wissal Ben Arfi, and Haithem Guizani

Special Session: Understanding the Customer Experience: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 803Claire Roederer, Richard Huaman-Ramirez, Daria Plotkina, Eric Casenave, Ziad Malas, and Françoise Simon

How does the Difficulty of Recalling Past Experiences Influence Consumption Desire? An Abstract . . . . . . . . . . . . . . . . . . . . . . . 805Richard Huaman-Ramirez

Customer Experience Posting an Online Review and eWOM Intent: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 807Daria Plotkina

Homo-Sapiens Visiting Museums: How Evolution Shapes Aesthetic Experiences: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 809Eric Casenave and Ziad Malas

Understanding the Flat-Sharing Experience: Spatial Ambivalence of the Collaborative Consumption: An Abstract . . . . . . . . . . . . . . . . . . . . 811Claire Roederer and Françoise Simon

Even if You Wrong Me, I May Still Like You: Consumer Dishonesty in Case of Feeling Befooled. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 813Didem Gamze Isiksal and Elif Karaosmanoglu

Place Attachment in a Post-Earthquake Scenario: Some Preliminary Findings: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . 827Jörg Finsterwalder, Chris Chen, Alastair Tombs, Girish Prayag, and C. Michael Hall

Business Attire Fashion or Appropriateness: What Should Marketers Emphasize? An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 829Emily Law and Lori Rothenberg

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Live Music and Consumers’ Attitudes: An Abstract . . . . . . . . . . . . . . . . . 831Bruno Morgado Ferreira and Diana Marli

Monitoring the Experiential Content of a Touristic Service: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 833Alessandro Bigi, Michelle Bonera, and Elisabetta Corvi

The Effect of Product Knowledge on the Relational Importance of the Product Attributes of Wine: An Abstract . . . . . . . . . . . . . . . . . . . . . 835Jeandri Robertson, Caitlin Ferreira, and Elsamari Botha

A Dual-Process Perspective of Consumer Responses in Virtual Service Environments: An Abstract . . . . . . . . . . . . . . . . . . . . . . 837Ulrich Orth, Larry Lockshin, Nathalie Spielmann, and Mirjam Holm

Toward a Valence Model for Fit in Cause-Related Marketing: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 839Jennifer Liebetrau, Debra Z. Basil, Mary Runté, and Sebastian Ullrich

The Impact of Firm Size and Gratitude on the Effectiveness of Cause Marketing Campaigns: An Abstract . . . . . . . . . . . . . . . . . . . . . . 841Eline L. E. De Vries and Lola C. Duque

Examining Sales Promotion Theory in a Cause-Related Marketing Setting: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 843Katharine Howie and Parker Woodroof

A Comparison of the Histories of the Development of Incremental and Radical Innovations: A View from Pharma-Biotech: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 845Minu Kumar

Implicit Self-Theories for the Effects of Envy Types on Unique Product Choice: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 847Valeriia Kaptceva and Nara Youn

The Role of Lean Innovation Capability in Resource-Limited Innovation: Concept, Measurement, and Consequences: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 849Pelin Bicen, William H. A. Johnson, and Zhen Zhu

The Impact of Opportunism and Conflict on Non-Economic and Economic Satisfaction in Business Relationships: An Abstract . . . . 851Janice M. Payan, Carmen Padín, Carlos Ferro, and Göran Svensson

Interactions with Existing and Potential Customers: The Role of Physical and Virtual Trade Fairs: An Abstract . . . . . . . . . . . . . . . . . . . 853Maria Sarmento and Cláudia Simões

Patients’ Adoption of E-Consultation: The Role of Perceived Usefulness and Perceived Ease of Use, Trust, and Risk Aversion: An Abstract . . . . . 855Asia Tran-Trong Boussaa and Prokriti Mukherji

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Social Media Usage, FOMO, and Conspicuous Consumption: An Exploratory Study: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 857David G. Taylor

Restraint on Black Friday: An Investigation into Consumer Motivations for Participating in “Buy Nothing Day”: An Abstract . . . . . . . . . . . . . . . 859Matthew Wilson, Jeannette Paschen, Christine Pitt, and Åsa Wallström

Multicultural Marketing Campaigns: Reaching the US Hispanic Market on Digital Media: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . 861Mine Üçok Hughes, Tony Stovall, Ekin Pehlivan, and Rafael Cardona

A Cross-Cultural Exploration of Resource Misuse and Value (Co) destruction: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 863Anne M. Smith, Cláudia Simões, Cathy Bakewell, and Francis Wilson

A Framework on the Impact of Protectionist Discourse on Cross-Border Consumption: Is Trump to be Blamed? An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 865Pável Reyes-Mercado and Diana Dávila

I am Open to Eat What is in Front of Me in the Host Country: A Comprehension of Expatriates’ Acculturation: An Abstract . . . . . . . . 867Raficka Hellal-Guendouzi and Sihem Dekhili

Understanding Collaborative Consumption: A Three-Country Study: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 869Adele Berndt and Mike Peasley

Sex-Appealing Clothing: Attitudes and Preferences of Young Women in their Ovulation Cycle: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . 871Ngoc Pham, Arturo Z. Vasquez-Parraga, and Reto Felix

Decoding Typicality in Apparel Products: An Abstract . . . . . . . . . . . . . . 873Lina M. Ceballos, Nancy Hodges, and Kittichai Watchravesringkan

An Exploration of the Combined Impact of Ethical Climate and Work Locus of Control on Job Performance and Turnover Intentions: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 875Jay Prakash Mulki and Felicia G. Lassk

How Workplace Isolation Impacts Performance: An Abstract. . . . . . . . . 877Edward L. Nowlin, Doug Walker, Nawar N. Chaker, and Nwamaka A. Anaza

CSR and Sales Performance: Examining Mediating and Moderating Processes: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . 879Sandra Castro-González, Belén Bande, and Fernando Losada Pérez

Special Session: Brands through our Senses: An Abstract . . . . . . . . . . . . 881Clarinda Rodrigues and Cleopatra Veloutsou

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Branding Places: Developing a Sensorial Brand Identity Model: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 883T. C. Melewar, Clarinda Rodrigues, and Charles Dennis

Store Atmospherics: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 885Charles Spence

Discussing Recent Research on Sensory Communication in Marketing: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 887Klaus-Peter Wiedmann, Janina Haase, and Jannick Bettels

Enhancing Sensory Branding in Luxury through Visual Design: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 889Aurélie Hemonnet-Goujot and Pierre Valette-Florence

Smartphones Uses to Discover a Touristic Destination and its Consequences on Tourism Experience: An Abstract . . . . . . . . . . . 891Jean-Francois Lemoine and Mathieu Salvadore

The Effects of Customer-Based Online Reputation on WOM and WPP: The Mediating Role of BRQ: An Abstract . . . . . . . . . . . . . . . . 893Chebli Youness, Pierre Valette-Florence, and Jean-Luc Herrmann

An Exploratory Study on Children’s Word-of-Mouth Communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 895Belem Barbosa and Pedro Quelhas Brito

How to Reach Early Adopters? An Empirical Analysis of Early Adopters’ Internet Usage Behavior: An Abstract . . . . . . . . . . . . 905Riccardo Reith, Maximilian Fischer, and Bettina Lis

Investigating the Dual Role of Price on Consumers’ Purchase Intentions of Hedonic versus Utilitarian Products: An Abstract . . . . . . . 907Sven Tuzovic and Verena Batt

The Pricier the Merrier: How the Law of Demand Informs Value-Based Pricing: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 909Chih-Ning Chu, Ting-Yuan Huang, and Wenkai Zhou

Precision of Gains and Losses Affect Seller Credibility and Product Perceptions: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . 911Igor Makienko and James Leonhardt

Communicating Social Price Reasons does not Always Benefit a Firm: Role of Individualism on Socially Related Price Increase Justification: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 913Doreén Pick and Stephan Zielke

For Me, My Parents Come First: Role and Religious Identity in Consumer Bank Choice in Pakistan: An Abstract . . . . . . . . . . . . . . . . 915Samreen Ashraf, Julie Robson, and Jillian Farquhar

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Cross-Cultural Validation of the Moral Spectrum of Corporate Sustainability from Perfect to Imperfect Duty: An Abstract . . . . . . . . . . 917Sojin Jung, Jung Ha-Brookshire, Xiaoyong Wei, and Stacy H. N. Lee

The Relationship between Trustworthiness, Satisfaction, and Loyalty: Study on Insurance Market . . . . . . . . . . . . . . . . . . . . . . . . . 919Robson William Ribeiro Machado, José Marcos Carvalho de Mesquita, and Frederico Vidigal

Comparing Sustainability Initiatives in Private and Public Healthcare Sectors: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 931Rocio Rodríguez, Göran Svensson, and David Eriksson

Nostalgia’s Restorative Role at Times of Brand Crisis: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 933Amro Maher, Altaf Merchant, John Ford, and Anusorn Singhapakdi

Augmented Attributions: The Role of Perceived Effort in the Formation of Consumer Motive Attributions: An Abstract . . . . . . 935Ryan Langan and Anand Kumar

Customer Engagement on Facebook: A Classification of Brand Fans: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 937Tania Maree and Gené van Heerden

Antecedents and Consequences of Consumers’ Online Brand-Related Activities (COBRAs) on Social Networking Sites: An Abstract . . . . . . . . 939Rico Piehler, Michael Schade, Barbara Kleine-Kalmer, and Christoph Burmann

Member Lock-In and Knowledge Break-Out in SNS Groups: Integrating the “Pull-In,” “Push-Back,” and “Mooring” Effects: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 941En-Yi Chou, Cheng-Yu Lin, Ting-Ting Chen, and Heng-Chiang Huang

Retailing in the Digital Age: Surviving Mobile App Failure: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 943Duane M. Nagel, J. Joseph Cronin Jr., Brian L. Bourdeau, Christopher D. Hopkins, and Deanne Brocato

Multi-User Virtual Reality Technology as Means to Engage Global Consumers: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 945Anouk de Regt and Stuart J. Barnes

Customer Engagement in Social Network Brand Communities: Drivers and Impact on Brand Loyalty . . . . . . . . . . . . . . . . . . . . . . . . . . . . 947Ana Castro and Teresa Fernandes

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