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

Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference

Nina Krey, Patricia Rossi (Herausgeber)

eBook Download: PDF

2018 | 1st ed. 2018
XXXVIII, 612 Seiten
Springer International Publishing (Verlag)
978-3-319-99181-8 (ISBN)

Infos

'We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better.' 

Jeff Bezos, Founder and CEO of Amazon.com

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

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

Inhalt

AMS Officers (2016–2018) 6
AMS Board of Governors (2016–2018) 7
2018 AMS ANNUAL CONFERENCE CO-CHAIRS: 8
2018 AMS Annual Conference Reviewers 11
Preface 15
Acknowledgments 17
Contents 18
The Effect of Narrative on Advertising Persuasiveness: The Moderating Role of Concreteness Language: An Abstract 36
A Signalling Approach to Enhance the Advertising Effectiveness of Customer-Ideated New Products: An Abstract 38
What Really Drives Customer-Brand Relationships? Evidence from an Emerging Market: An Abstract 40
Attachment Styles and Brand Relationships: An Abstract 42
When Good Brands Do Bad: The Sequel: An Abstract 44
Brand Association and Emotional Confidence: Determinants of Brand Loyalty: An Abstract 46
A Conceptual Framework of Erasmus Students as Advocates of a Country Brand: An Abstract 47
CSR Communication of Hotels and Consumer Responses Towards it: An Abstract 49
Social Responsibility in Adventure Tourism: Analysis of Companies in the Central Region of Portugal 51
Introduction 51
Theoretical Contextualization 52
Alternative/Sustainable Tourism 52
Adventure Tourism 53
Accessible Tourism 53
Accessible Adventure Tourism 54
Methodology 54
Results 55
Conclusion 57
References 58
All by Myself! The Sustainable Liability on Responsible Fashion: An Abstract 60
The Evolution of the Impact of Religion and Life Satisfaction on Environmental Concern: An Abstract 62
Ethical Perceptions on Cigarette Marketing: An Abstract 64
Firm Loyalty to Consumers (FLC) and Relationship Marketing: A Conceptual Framework: An Abstract 66
Co-Creation in a Marketing Classroom: An Abstract 67
Antecedents of Tourism Destination Loyalty: The Role of Destination Image, Satisfaction, and Identity Salience: An Abstract 69
What is the Role of the Relationship in CRM? Exploring the Gaps Between Intended and Actual Behavior: An Abstract 70
Special Session: Reviewing the Reviewers-Insights on How to Read, Interpret, and Respond to Reviewers: An Abstract 71
Dire Straits, Sad Planet: How Facial Emotion, Anthropomorphism, and Issue Proximity Affect Green Communication 73
Introduction 73
Conceptual Background and Hypotheses 74
Anthropomorphic Styles: Happy vs. Sad 74
The Interplay of Issue Proximity and Anthropomorphic Style 75
Perspective Taking as the Underlying Mechanism 76
Study 1 76
Participants and Design 76
Advertising Manipulations 76
Measures 77
Results 78
Manipulation Checks 78
Hypothesis Testing 78
Study 2 79
Participants and Design 79
Manipulations 79
Measures 80
Results 80
Manipulation Checks 80
Hypothesis Testing 80
Mediated Moderation Analysis 81
General Discussion 81
References 82
Advertising Design in Food Marketing: Comparing the Effectiveness of Sensory, Functional and Symbolic Ad Content for Product Evaluation: An Abstract 84
Understanding the Viability of the Three Types of Approach of Advertising in Emerging Markets 85
Introduction 85
Three Different Types of Advertising 86
Shock Advertising 86
Emotional Advertisement 86
Humour Advertising 87
Literature Review 87
Brand Recall Due to Humour/Shock/Emotional Advertisement 87
Purchase Intentions Due to Humour/Shock/Emotional Advertisement 88
Identification of Variables and Developing Hypotheses 89
Methodology 90
Sample Design 91
Questionnaire Design 91
Results 92
Phase 1: Descriptive Study 92
Inference Analysis 93
Discussion and Theoretical Implications 95
Conclusions 96
Managerial Implications 97
Contribution of Research 97
References 97
In the Conflict Between the Heart and Mind: Involvement and Aspiration Matter: An Abstract 99
Talking About My Generation: The Influence of Age on Counterfeit Luxury Consumption in the GCC Countries: An Abstract 100
Understanding the Luxury Consumption During Weddings in Southern India: An Abstract 101
The Role of Proactive and Reactive Corporate Social Responsibility as an Extrinsic Cue in Mitigating Consumers’ Privacy Concerns: An Abstract 103
Optimal Advertising Strategies for Multinational Enterprises Facing a Product-Harm Crisis: An Abstract 105
The Effects of Food-Related Retail Ambient Scents on Healthy/Unhealthy Food Purchases: An Abstract 107
The Effects of Retail Ambient Music and Noise on Food Purchases: An Abstract 108
It’s all in the Mix: How Music and Light Affect Shoppers’ In-Store Behavior: An Abstract 109
Consumer Engagement Through Live Customer Service: An Abstract 111
Consumers’ Willingness to Try a Robotic Shopping Assistant: The Role of Imagery: An Abstract 113
A ZMET Study of Real Meanings on Virtual Experiences in Young Consumers: An Abstract 114
Special Session: Does Marketing Have the Right Answers? Questions of Growth, Measurement, Insight, and Heart: An Abstract 116
The Relationship Between Collectivism and Seeking Product-Related Information on Social Networking Sites: An Abstract 118
A Framework and Call for Scholarship on “The Dark Side of Social Media”: An Abstract 119
Enriched Digital Catalogues: A Multi-study Approach: An Abstract 121
Exploring the Young People’s Cognitive Structure and Switching Intention Toward Social Networking Sites: An Abstract 122
Overcoming the Rejection of Changing Sales Force Technologies Through Managerial Support: An Abstract 123
What Salespeople Don’t Say: A Review of Literature on Nonverbal Communication of Salespeople: An Abstract 125
Value in Sales Interactions: A Study from the Buyer’s Perspective: An Abstract 126
The Impact of Psychological Ownership on Betrayal in the Sharing Economy: An Abstract 128
The Influence of Men’s Body Dissatisfaction in Appearance-Related Behaviors: The Moderator Role of Public Self-Consciousness: An Abstract 130
Big Data-Infused Service Encounters: Augmenting Emotional Labor and Improving Organizational Outcomes: An Abstract 132
Exploring the Influence of Supervisor Support, Fit, and Job Attractiveness on Service Employee Job Resourcefulness: An Abstract 133
Help Me, Help You: The Consumer’s Perceptions of “Green” Credit Cards: An Abstract 134
“Buy Me, I’m Green”: The Effects of Verbal and Visual Claims on Consumer Responses to Environmental Products: An Abstract 136
Modern Marketing Research Techniques and Policymaking in Wyoming’s State Budgeting: An Abstract 138
The Hedonic and Utilitarian Value of Volunteering as an Act of Symbolic Consumption: An Abstract 139
Individual Differences in Reactions to Aggression in Advertising and Knowledge Structures’ Perspective: An Abstract 141
Nutrition Labeling on Menus: Who Notices and Uses this Information? 143
Introduction 143
Literature Review 144
Data 146
Results 147
Conclusion 151
References 152
Investigating the Impact of Conflicting Roles of Work and School on Service Providers: An Abstract 154
Enhancing the Customer Experience: Understanding UK Consumers’ M-Shopping Adoption Intention 156
Introduction 156
Literature Review 157
Hypothesis Development 158
Data Collection and Results 160
Discussion 161
Conclusion 163
References 164
Sharing in Real and Virtual Spaces: A Motivational and Temporal Screen- Sharing Approach 166
Introduction 167
Background 169
Why Do People Shop Together in Stores? 169
The Impact of the Situational Temporal Perspective on Joint-Shopping 169
Methodology 170
Results and Discussion 172
Three General Joint-Shopping Motives with Different Intensities 172
How Does Relative Availability Affect the Various Motives to Share a Screen? 173
Conclusions and Implications for Theory and Practice 176
References 178
Exploring the Impact of Self-Service Technologies on Retail Shoppers: An Abstract 181
Special Session: May the Odds Be Ever in Your Favor: An Abstract About Improving Your Odds and Successfully Navigating the Academic Job Market 182
Virtual Car Information in Real Spaces Right in Your Face: Assessing the System Acceptance of Head-Up Display: An Abstract 184
Monsters in Our World: Rethinking Narrative Transportation in Pokémon Go’s Mixed Reality: An Abstract 185
An Investigation of the Effect of Nostalgia Proneness and Consumer Innovativeness on Acceptance of Retro Products 187
Introduction 187
Retro Marketing 188
Development of Hypotheses 189
Impact of Nostalgia Proneness 189
Impact of Consumer Innovativeness 190
Method 192
Research Approach 192
Stimuli and Sample 193
Measures 194
Results 194
Discussion, Implications, Limitation, and Future Research 196
References 197
The Impact of Existential Anxiety on Attitude Toward Product Innovation: An Abstract 199
Marketing Secrets: A Conceptual Model and Quasi-Experimental Study: An Abstract 201
Digitally Engaged Services: A Multi-Level Perspective on Technology Readiness and Value Co-Creation Behaviour in Higher Education: An Abstract 203
How to Design an Online Digital Marketing Course that Helps Improve Student Participation 205
Introduction 205
Course Background and Using Students as a Resource 206
The Environment 206
Course Goals 206
Students Are the Best Resource 206
Course Implementation 209
Pre-launch 209
Week One Proved to be the Most Active Class I had Taught Since the Early 2000s 210
Five Highly Active Weeks of Student Participation 210
Online Participation Continued After the Class Concluded 211
Insights and Findings 212
Academic Performance Improvement 212
Student Profile: A Different Kind of Student Takes an Online Summer Session Course than During a Regular Semester 212
Online Classes Are a Different Kind of Pedagogical Experience 212
Steps to Follow for First Time Digital Teaching Instructors 213
Step 1: Don’t Be Intimidated If You Don’t Have Resources at Your School or University to Help 213
Step 2: Be Prepared for Active Student Participation 213
Step 3: The Evaluation Process is Easier 214
Step 4: Online Students Most Likely Wouldn’t Take the Same Class During the Regular School Year 214
Step 5: Get Ready for a Different Kind of Teaching Experience 214
References 214
Integrating Customer Journey Mapping and Integrated Marketing Communications for Omnichannel and Digital Marketing Education: An Abstract 216
Mood and Luxury Perception: A Tale of Two Genders: An Abstract 218
Support for a Motivation-Based Typology of Unsolicited Customer Feedback 219
Introduction 219
The Domain of Unsolicited Customer Feedback 220
Core Characteristics Distinguishing Types of Unsolicited Feedback 221
Self-Interest Motivation 221
Other Outcome-Oriented Motivations 222
Feedback Valence 223
Extent to Which a Response Is Expected 223
Types of Unsolicited Consumer Feedback 223
Methodology, Analysis, and Results 224
Findings 225
Compliments 225
Complaints 227
Suggestions 227
Requests 229
Problem Fixes 229
Managerial Implications 229
Limitations, Future Research, and Conclusion 230
References 231
Causes and Control of Vagueness in Construct Definition and Item Construction: An Abstract 232
Using the Evaluative Space Grid to Better Capture Manifest Ambivalence in Customer Satisfaction Surveys: An Abstract 234
The Impact of Product Shadows in Ad Frames on Product Volume Perceptions and Consumer Willingness to Pay: An Abstract 235
How Visual Sensory Cues Influence Reactions on Social Media: An Abstract 237
Vertical vs. Horizontal Packaging Design: Investigating the Effects of Packaging Form on Consumers’ Perception of Utilitarian FoodProducts: An Abstract 239
Mobile Marketing: A Consumer Behaviour Perspective: An Abstract 240
Valuing Authenticity: Exploring the Role of Consumer Traits in Restaurant Choice: An Abstract 242
The Effects of Visual Context on Construal Level in Online Shopping: An Abstract 243
Portuguese and French Validation of Need for Drama (NFD) Scale in Consumer Behavior: An Abstract 245
The Online Shopping Experience (OSE): Expanding an Existing Framework: An Abstract 246
Physical Shopping Value in a Digitalized Setting: An Abstract 248
A Dual Process Perspective on Congruent and Incongruent Placements as an Advertising Tactic: An Abstract 250
Effects of Video Manipulation on Believability and Consumer Attitudes in Direct-to-Consumer Pharmaceutical Advertising: An Abstract 251
Magazine Advertising: High on Drugs: An Abstract 253
An Abstract: Brand Orientation as Antecedent to Brand Value: Construct Redefinition and Conceptual Model 255
Place Brand Communities: From Terminal to Instrumental Values: An Abstract 256
What Kind of Product Do I Expect from this Brand? The Imagery Effects of Brand Logo Symmetry on Product Design: An Abstract 258
Discovering Surrogate Branding via Online Image Development, a Case from India: An Abstract 259
Social Customer Relationship Management and Company Intervention: A Strategy to Build Trust: An Abstract 261
What Drives Green Product’s Consumption in Vietnam? A Moderating and Mediating Effects Analysis: An Abstract 263
Fast-Moving Consumer Goods (FMCGs) and Emerging Markets: Consumer Convergence, MNCs, and Globalization: An Abstract 264
Exploring the Structure of Chinese Consumers’ Attitudes Toward Genetically Modified Foods: An Abstract 266
The Influence of Brand Loyalty and Nutrition in Soft Drink Consumption of South African Children 267
Introduction to the South African Soft Drink Market 267
Scope of the Study 268
Problem Statement 269
Research Objectives 269
Hypotheses 270
Research Methodology 270
Buying Behavior Concepts Under Review 271
Brand Loyalty 271
Nutritional Value 274
Results 275
Demographic Profile 275
Brand Influences 276
Nutritional Value 276
Discussion of Hypotheses 277
Summary 277
Appendix 1: Brand Loyalty and Nutritional Value Research Model 278
Appendix 2: Terminology 278
References 279
Packaging Texture and Shape as Enhancers for Brand Positioning: The Moderating Role of Need for Touch (NFT): An Abstract 281
The Mediating Role of the Affection and Cognition in the Influence of  Celebrities on Brand Relationship Management: An Abstract 283
“Since When?” Brand Heritage’s Signaling Effects: An Abstract 285
A Look into the (Not So) Bright Side of Life: An Exploration of the Negative Service Encounter and Its Effect on the Next Customer: An Abstract 287
An Abstract: Comparative Attributions in an Industry-Wide Service Failure 289
Transforming Consumer Well-Being Through Service Ecosystems: The Case of Disruptive Events: An Abstract 290
Say No to Your Consumer, He Will Like it (Or at Least the Taste of it)!: An Abstract 291
Thermal Spas Internet Marketing: An Analysis of Portuguese Thermal Spas’ Websites 293
Introduction 293
Literature Review 294
Thermal Spa Resorts in the Central Region: Characterization of the Offer and Demand 295
Information and Communication Technologies in Tourism 295
Methodology 297
Results 302
Location and Contact Information 302
General Information 302
Health and Wellness Services Information 302
Spa Facilities Information 303
Booking Information 303
Surrounding Area Information 303
Communication with Customers 304
Social Networks 304
Websites in Other Languages 304
Update and Easy Access 305
Conclusions 305
References 306
Just a Mental Problem: Acceptance and Barriers of Using Ethnographic Methods for Product Innovations for SMEs in B2B Markets: An Abstract 308
The Contingency Factors on the Relationship Between New Product Preannouncements and Firm Value: An Abstract 310
Salespeople’s Linchpin Role: Salesperson Relational Incongruity and its Impact on Sales Performance and Customer Ownership: An Abstract 312
An Integrated Perspective for Reappraising Effects of Word-of-Mouth Communication of Negative Corporate Publicity and  Consumer Status: An Abstract 313
Reappraising the Role of Word-of-Mouth Communication as Both Antecedent and Outcome in Relationship Marketing: An Abstract 315
A Meta-Analysis of Deceptive Advertising: An Abstract 316
Internet of Things (IoTs) and Marketing: Conceptual Issues, Applications, and a Survey: An Abstract 317
Elementary, My Dear Watson: The Use of Artificial Intelligence in Marketing Research: An Abstract 318
A Platform Approach in Servitization: How Platform Openness Can be Used to Control Solution Networks: An Abstract 319
Enhancing Customer Experience in the Sharing Economy: An Abstract 320
Influence of Store Managers’ Climate of Concern for Employees on FLE Commitment, Customer Word-of-Mouth, and Store Traffic Growth: An Abstract 322
How Shelf Space Allocation of Terroir Products Improve the Financial Performance of Grocery Stores? 323
Introduction 323
Background and Hypotheses 324
Design, Sample, and Procedure 328
Results and Discussion 329
Theoretical Implications 332
Managerial Implications 332
Strategy 1: Allocation on a Dedicated Shelf 332
Strategy 2: Double Allocation 333
Conclusion 333
References 334
Female Consumers, Advertisements, and Age-Based Differences: An Abstract 336
“Pax Advertisinia”: A New Era of Unstereotyping of Women in Advertising: An Abstract 338
Perceived Brand Luckiness: Scale Development and Validation: An Abstract 340
Consumer Evaluation of Brand Alliance Under Distraction: An Abstract 341
Life Stories and Marketing: Application on Child Socialization of Socially Responsible Consumption: An Abstract 342
How Augmented Reality Affects Advertising Effectiveness: An Abstract 344
Consumer Overconsumption: A Conceptual Model of its Antecedents and Consequences: An Abstract 345
The Use of Rhetoric and Emotional Appeals in Fitness Ads: An Abstract 346
Cuteness Makes the Sale? How Consumer Responses are Affected by Message Framing and Crowding 348
Introduction 348
The Moderating Role of Message Framing 349
The Moderating Role of Crowding 350
Study 1 351
Method 351
Results 352
Study 2 353
Method 353
Results 354
Study 3 355
Method 355
Results 355
General Discussion 356
Directions for Future Research 356
References 357
Exploring the Link and Relevance of Playfulness to Identity: An Abstract 359
O Creativity, Where Art Thou? The Impact of Fear on Creativity Perception: An Abstract 360
Unpacking the Account Executive Performance, its Antecedents, and Relational Outcomes: An Abstract 362
Abstract Thinking and Salesperson Entrepreneurial Orientation: An Abstract 364
Learning from External Network and a Firm’s New Product Innovation: An Abstract 366
The Impact of Absorptive Capacity onto Customer Participation in New Product Development: An Abstract 368
Validating Satisfaction as a Mediator between Quality Constructs in Ongoing Supplier Relationships: An Abstract 370
Guanxi and Organizational Performance: A Cost-Benefit Perspective: An Abstract 372
Understanding Consumers’ High-Risk Consumption Behavior of Pharmaceuticals: An Abstract 374
Internet Addiction and Its Impact on Consumer’s Buying Behaviour: A Conceptual Framework: An Abstract 375
Conspicuousness of Consumption Determines when Brands Benefit Most from Offering Ethical Attributes: An Abstract 377
A Physiological Exploration of Visual Social Media Marketing: An Abstract 379
The Linguistics of Brand Interactivity: Communicating Brand Personality, Sentiment, and Emotionality on Facebook: An Abstract 380
Understanding the Influence of Consumer Embeddedness in Online Communities: An Abstract 382
Wine Qualities and Consumer Satisfaction: An Abstract 383
First Thoughts on the Impact of Anthropomorphism on Showrooming Behavior: An Abstract 385
Limiting Negative Effects of Interruptions in Commercial Interaction by Salespeople Explanations: An Abstract 387
The Role of Negative Online Reviews as Informants and Recommenders: An Abstract 389
I Can See You… But Should I Trust You? Moderating Effect of Product Review Modality on Valence: An Abstract 391
Frontline Frustration: The Experience of Point-of-Sale Cause Marketing from the Cashier and Customer Perspectives: An Abstract 393
An Abstract: The Value of Sustainability: A Three-Dimensional Approach for Assessing Explicit and Implicit Effects of Brand Sustainability 394
Ethical Labeling: How Retailers Can Increase Their Brand and Store Image by Selling Ethical Labeled Private Label Products: An Abstract 395
Managing Stereotypes in the Classroom: What Stereotypes Exist and How Do We Respond? An Abstract 397
Using Marketing History in the Modern Classroom: An Abstract 399
Emergence of Generative Learning Based Market Orientation from Micro-Macro Level Interactions 401
Introduction 401
Higher-Order Learning-Based Absorptive Capabilities 403
Theory Development and Propositions 405
Exploratory Capabilities 406
Transformative Capabilities 407
Exploitation Capabilities 407
Conclusion 408
Implications 409
Limitations and Future Research 409
References 409
Composition and Compensation: Effect on the Value of New Product Introductions: An Abstract 412
Cause Placement: Initial Empirical Findings: An Abstract 414
Special Session: Better Food, Better Life, and Applying Marketing to Achieve Social Change: An Abstract 415
An Abstract: Healthy Food Promotion with an App? 417
An Abstract: Understanding Food Routines: Focus on Interactions Between Food Waste and Healthy Eating with Practice Theories 419
An Abstract: Do We Need to Imply a Full Mix? 4P Versus 1P 421
An Abstract: Transitioning Understanding to Behavioral Change 423
Best Practices for Inside Sales Professionals: An Historical Analysis 425
Introduction 425
Literature Review 427
Research Method 429
Findings 431
Discussion and Implications 433
Limitations and Further Research 435
References 435
Exploring the Role of Technology in Promoting CRM Capabilities in Direct Selling Marketing Channels: An Abstract 438
Examining Consumers’ Reactions and Firms’ Responses to Price Mistakes: An Abstract 439
You Deserved That: The Roles of Purchase Effort and Loyalty in Explaining Price Inequality Outcomes 441
Introduction 442
Theoretical Background 443
Method 445
Pretest: Effect of Explicit Referent Effort on Customer Price Fairness Perceptions 445
Design 445
Measures 445
Results 446
Study 1: Referent Payment Type as a Signal of Referent Effort 446
Design 447
Measures 447
Results: Manipulation Checks 448
Results: Main and Interaction Effects 448
Results: Mediation Analyses 449
Study 2: Do Referent Effort and Referent Loyalty Yield Different Effects on Deservingness and Price Fairness Perceptions? 450
Design 450
Measures 450
Results: Manipulation Checks 451
Results: Main and Interaction Effects 451
Discussion 452
References 453
You Get What You Pay For: Physical Placebo Effects of Price Discounts: An Abstract 454
Differentiating Customer Engagement and Customer Participation in Service Marketing: An Abstract 456
Family Vacation Travel: An Application of the Theory of Reasoned Action: An Abstract 458
Intercultural Accommodation and Service Quality Perceptions: What Accommodating Factors Really Matter to Ethnic Minority Consumers: An Abstract 459
R& D Information Disclosure in the Service-Providing Sector: An Abstract
The Efficacy of Crowdsourcing for Early-Stage New Product Development: An Abstract 462
Manipulating Context Dependence Changes Susceptibility to the Social Eating Environment: An Abstract 464
If it Smells Like Sweat, is that Still a  Sensory Experience? Sensory Marketing and the CrossFit Phenomenon: An Abstract 466
A Glass Wide Open: How Glass ShapeInfluences Extraversion and Happiness: An Abstract 468
Measuring Attitudes toward CustomerSurveillance: An Abstract 470
An Abstract: Immersive Virtual Environments: A Whole New World 472
Understanding Consumer-Generated Content About Luxury Brands Using Big Data: An Abstract 474
An Abstract: Consumer’s Acceptance of Food Innovations: Effects on Product Perception and Consumer Behavior 476
Front-Line Service Role Engagement and Subjective Well-Being of Socially Disadvantaged Employees: An Abstract 477
Humor and International Ads: The Impact of Culture and Emotions on Advertising Effectiveness in France, the USA, and China: An Abstract 478
Managing Stakeholder Interests in a Nonprofit Setting: Who Matters Most? An Abstract 479
Can Green Consumer Expectations Match Heirloom Seed Farmers’ Values? 480
Introduction 480
Background 481
The Market for Heirloom Products 481
Organic Food Consumption 483
Methodology 484
Qualitative Exploratory Phase Involving Producers 484
Quantitative Phase Involving Consumers 484
Results 486
Producers’ Values 486
Perceived Values that Drive Organic Consumers’ Purchases 488
Discussion 490
Conclusion and Implications for Theory and Practice 490
References 491
Positioning and Planning of Sustainability Initiatives: An Abstract 493
The Role of Label-Flavor Color Congruence on Consumer Judgments of Appropriateness and Visual Appeal: An Abstract 495
Tales of Food Labeling: Experimental Studies on the Effects of Advertisings and Warnings on Food Labels in Brazilian Context: An Abstract 497
An Abstract: Feel the Grip and Smell the Freedom: Assessing the Impact of Sensory Packaging on Implicit and Explicit Brand Knowledge 499
User-to-Brand Social Media Behavior Directed at Brands and its Impact on Electronic Word-of-Mouth and Purchase Intentions: An Abstract 500
How Can the Ratings be So Different? Reasoning to Identify Factors Explaining Airbnb’s Satisfaction Rating Advantage over Hotels: An Abstract 501
Customer-to-Customer Interactional Justice: A New Challenge for Service Recovery via Social Media 503
Introduction 504
Study 1 Methodology 504
Study 1 Results 505
Study 1 Discussion 505
Study 2 Methodology 506
Study 2 Results 507
Study 3 Hypotheses Development 507
Study 3 Methodology, Analysis, and Results 508
General Discussion and Implications for Theory and Practice 509
References 510
Negative eWOM in Social Media and  Stock Evolution: An Abstract 513
The Role of Audience Comments in YouTube Vlogs: An Abstract 515
Small Wineries’ Entrepreneurial Marketing Practices and Social Media Use: An Abstract 516
Is Your Sales Manager Attractive? Examining the Impact of Attractiveness on Credibility: An Abstract 518
Sales Managers’ Ethical Leadership and Salesperson Outcomes: The Role of Emulation Intentions: An Abstract 519
Person-Supervisor Fit in Sales: An Application of Self-Determination Theory: An Abstract 521
One for Me, One for You: Exploring Consumers’ Motivations to Share Referral Coupons: An Abstract 523
Consumer-Perceived Probability of Food Waste and Attitudes Towards Sales Promotions: An Abstract 525
Mobile In-Store Advertising: Exploring the Effects of Location-Based Mobile Promotions on Shopping Behavior: An Abstract 527
How to Simplify Consumers’ Product Choice: An Exploration of Different Information Sources at the Point of Sale: An Abstract 528
Are Those Immersive Online Ads Really Effective? Consumers’ Responses to 360° Video Ads in Different Media Platforms: An Abstract 529
Developing a Typology of Native Advertising: An Abstract 530
Towards an Analytical Framework to Understand Consumer Disengagement with Digital Advertising: An Abstract 532
Unpacking Effects in Consumer Judgments: An Abstract 534
Induction of Construal-Level Mindset via Experience of Surprise: An Abstract 536
Exploring the Role of Attitudinal vs. Situational Ambivalence in Consumer Choice: An Abstract 538
A Review of the Cognitive and Affective Country-of-Origin’s Effects and Their Influence on an Organisational Attribution of Blame Post a Crisis Event: An Abstract 539
The Impact of Power Distance Belief and Psychological Distance on Decision-Making: An Abstract 541
Conceptualising Beauty in Consumer Research: A Framework and Research Agenda: An Abstract 543
Innovation in Retail Business Models: How Adding Bricks to Clicks Affects Shoppers’ Purchase Intention: An Abstract 544
Anonymity, Anxiety, and Abandonment: How Product Packaging and Location Impact the Shopper: An Abstract 546
Internet Killed the Radio Star? An Abstract 548
Evaluating the Effectiveness of Brand Communication on Implicit and Explicit Brand Knowledge in Virtual Spaces: The Case of Sports Sponsorship Exposure in Video Games: An Abstract 549
Spatial Effect of Country-Level Factors on Export Competitiveness from Emerging Market: An Empirical Study of Spatial Effect in Export Trade of Agricultural Business from Emerging Markets: An Abstract 550
E-Commerce Corporations (ECCs) Internationalization: A Case Exploration: An Abstract 552
International Marketing and the Migrant-Owned Enterprise: Research Propositions: An Abstract 553
Investigating Relationship Dependence in International B2B Channel Relationships: An Abstract 555
Storytelling in Business-to-Business Advertising: An Abstract 557
Effects of B2B Customers’ Perceived Benefits on Willingness to Disclose Information in an Online Exchange: An Abstract 558
Examining Sales and Purchase Approaches in Complex Business Relationships: An Abstract 560
Making Money with Paid Content: Empirical Investigations on Consumers’ Reactions to Free-to-Fee Switches and Preview Characteristics: An Abstract 562
Marketing Ploy or Strategic Initiative: An Investigation of Deceptive Advertising: An Abstract 563

Produkt-Details

• Erscheint lt. Verlag: 27.11.2018
• Reihe/Serie: Developments in Marketing Science: Proceedings of the Academy of Marketing Science
• Reihe/Serie: Developments in Marketing Science: Proceedings of the Academy of Marketing Science
• Zusatzinfo: XXXVIII, 612 p. 22 illus., 8 illus. in color.
• Verlagsort: Cham
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• Schlagworte: Academy of Marketing Science • Big Data • Customer Behavior • Customer Relationship Management • Enhanced Customer Experience • Social Media Marketing • Visual and Real Spaces
• ISBN-10: 3-319-99181-7 / 3319991817
• ISBN-13: 978-3-319-99181-8 / 9783319991818