The Essentials of Marketing
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EXIT TO KILEN INDGANG ENTRANCE
Elevator Lift Handicaptoilet Toilet for Disabled Toilet Kantine/café Canteen/café Grupperum Break Out Room
2 min.
s.16 Ground floor
s.16 2.16
2.16 2nd floor
s.14 Café
s.12
Hallway
s.10 Ground floor
s.10 2.10
2.10 2nd floor
s.08
s.07 Ground floor 1.07 Comuter Lab 1st floor
s.07 1.07 2.07 Hallway
2.07 Job Market 2nd floor
s.05 2.05 EMAC Secretariat Room
D.2.20 2nd floor
s.03 Ground floor
s.03
Computer Lab Ground floor
INDGANG ENTRANCE
Main Hall
Bibliotek Library
Conference Information Desk
Registration
Lunch
Ground floor and 2nd floor
INDGANG ENTRANCE
the six senscs The Essentials of Marketing
Trappe Stairs
Conference Proceedings - 39th EMAC Conference - Copenhagen - 1-4 June 2010
Map of Solbjerg Plads
The Essentials of Marketing
2.01 Cloak Room 2nd floor
Conference Proceedings - 39th EMAC Conference - Copenhagen - 1-4 June 2010 D.4
INDGANG ENTRANCE
D.4 Augustinus 4th floor
s.01 2.01 2.02
s.01 Ground floor 2.01 - 2.02 2nd floor
EXIT TO METRO
39th EMAC Conference:
The Six Senses – The Essentials of Marketing 1-4 June 2010 Copenhagen Business School ISBN 978-87-92569-01-1 CBS Library, Conference Secretariat Copenhagen Business School Solbjerg Plads 3 2000 Frederiksberg Denmark EMAC 2010 Conference logo: Scandinavian Branding Conference Proceedings, layout: Paff Produktion, Peter Fallesen EMAC 2010 Conference Website administration: EMAC Secretariat c/o EIASM, Place de Brouckère Plein 31 1000 Brussels Belgium Tel: +32 2 2266660 Fax: +32 2 5121929
Dear Participant, Already thinking of your next journey to Copenhagen? The SAS Group looks forward to welcoming you on board again. www.flysas.com
39th EMAC Conference
the six senses – The Essentials of Marketing Copenhagen Business School Department of Marketing Denmark 1-4 June 2010
CONFERENCE PROCEEDINGS
Editors: Suzanne C. Beckmann, Torsten Ringberg, Thomas Ritter
EMAC - European Marketing Academy
Table of Contents
Table of Contents
Acknowledgement of Support
Otto Mønsteds Fond
Knud Højgaards Fond
Welcome to Copenhagen
4
Conference Theme
6
Organizing Committee
7
General Information
8
Copenhagen Business School and Department of Marketing
10
Map of Venues
12
Social Events
14
Exhibitors
18
Tracks, Track Chairs and Co-Chairs
20
Reviewers
22
Session Chairs
38
23rd EMAC Doctoral Colloquium
44
Conference Programme Overview
50
Conference Programme 2010 EMAC McKinsey Marketing Dissertation Award Inaugural EMAC Distinguished Marketing Scholar Award 2010 Special Interest Groups (SIG) Invited Special Sessions (SpS)
54 55 56 68
Competitive Papers Wednesday, 2 June Thursday, 3 June Friday, 4 June
72 72 138 200
Poster Sessions
264
Index of Authors
270
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Foreword
The Six Senses: The Essentials of Marketing
Welcome to Copenhagen It is with great pleasure that we welcome you all to Copenhagen for the 39th EMAC conference, hosted by Department of Marketing, Copenhagen Business School. This is a special event for us, in more than one sense, since it is 35 years ago that the department hosted the 4th EMAC conference at which EMAC was formally founded!
Foreword
39th EMAC Conference
This year, 865 papers were submitted and 451 were accepted into 21 tracks as well as 12 Special Interest Group Sessions (SIG) and 2 Invited Special Sessions (SpS). The acceptance rate of 52% is in line with that of previous years. The Doctoral Colloquium had 107 submissions out of which 60 were selected, these were distributed along 3 beginner tracks (36 papers) and 3 advanced tracks (24 papers) in Marketing Mix Instruments, Consumer Behaviour, and Strategy and Internet. The Doctoral Colloquium will be directed by 15 faculty members. Sincere thanks go to Marion Hebbelynck from EIASM for handling the administrative side. Finally, about 70 posters will be presented during the poster session on Thursday, beginning at lunch in the CBS Main Hall at Solbjerg Plads. We look very much forward to seeing the EMAC participants at both academic and social events. Our three social events take place on the evenings of Tuesday (welcome reception at the Copenhagen City Hall), Thursday (boat tour on the canals of Copenhagen), and Friday (Gala dinner in the more than 100-year-old cattle hall in the center of Copenhagen). More details about the social events can be found on pages 14-17. The 39th conference is a result of the energetic work of many people. First, we would like to thank the authors who
Professor Suzanne C. Beckmann Chair Copenhagen Business School
submitted papers, the reviewers who selected among these, and the ardent work by track chairs and co-chairs under the guidance of Professor Thomas Ritter. We would also like to thank the members of the organizing committee, especially Associate Professor Thyra Uth Thomsen for her work with the gala dinner, as well as our dedicated staff, most particularly our Conference Secretary Claudia Nielsen and CBS’s keen Conference Secretariat. An appreciation also goes to the Executive Committee of EMAC, particularly to the outgoing President George J. Avlonitis, to Vice-President for Conference Gabriele Troilo and to Vice-President of Publications Hubert Gatignon. And last but not least a very special thank you to Nina Payen, EMAC Executive Secretary, for her exceptional work and positive encouragement throughout! Finally, we like to thank our sponsors that include the foundations of FUHU, Otto Mønsted and Knud Højgaard as well as SAS (Scandinavian Airlines), Copenhagen City Hall, and not the least Copenhagen Business School. On behalf of the Organizing Committee we very warmly welcome you to Copenhagen and hope that you will enjoy the 39th EMAC Conference both professionally and socially.
Professor Torsten Ringberg Vice-Chair Copenhagen Business School
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Conference Theme
39th EMAC Conference
Organizing Committee
Conference Theme
Organizing Committee
Copenhagen Business School is very pleased to host the 39th EMAC Conference and to introduce this year’s theme.
with products and services – and marketers communicating about their offers increasingly include appeals to all senses.
Conference Chairs
The Department of Marketing has chosen “The Six Senses – The Essentials of Marketing” as motto for the conference in 2010. Marketing starts and ends with the senses. Customers express their, identity, feelings, thoughts and motivations influenced by current and previous sensory experiences
The transformation of extant and new products and services from the firm to its customers rely on customers’ ability to perceive and develop favourable preferences from marketing, cultural and social stimuli appealing to all senses. The six senses are truly the essentials of marketing!
The 6 Senses - The Essentials of Marketing
Suzanne C. Beckmann Torsten Ringberg Programme Chair Thomas Ritter Committee Members Lars Bech Christensen Lars Grønholdt Torben Hansen Richard Jones Niels Kornum Thyra Uth Thomsen Ricky Wilke Conference Secretary Claudia Nielsen CBS Conference Secretariat Kirsten Suhr Jacobsen Kristine Olsen
Copenhagen Business School Department of Marketing Solbjerg Plads 3 2000 Frederiksberg Denmark www.cbs.dk/marketing
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General Information
The Six Senses: The Essentials of Marketing
General Information
39th EMAC Conference
General Information
Lunch
AV-Equipment
Lunch is served at Solbjerg Plads 3 in the canteen on the ground floor and on the 2nd floor from 12:25-14:00.
Conference Venue
Conference Bag and Name Badge
Coffee/Tea Breaks
Standard AV-equipment, including overhead-projectors, PCs and data-projectors (beamers) are available in all rooms. Conference Assistants will be present and assist with uploading of presentations etc. Please note that support for MAC-computers will not be provided.
Copenhagen Business School (CBS) Solbjerg Plads Campus Solbjerg Plads 3 2000 Frederiksberg Denmark www.cbs.dk Tel: +45 38153747
Upon registration all participants receive a conference bag and a name badge. Conference participants and exhibitors are required to wear their name badges during all conference events. Conference participants without a name badge will be denied access to all activities in the programme.
Coffee/Tea Breaks are from 10:15-10:45 and 15:40-16:00 at Solbjerg Plads 3, in the Main Hall and in the Hallway.
Official Language
Conference Assistants
The official language of the conference is English. No simultaneous translation will be provided.
Registration
In addition to the staff at the Conference Information Desk, you can also look for the Conference Assistants who will be wearing orange T-Shirts for easy recognition. The assistants are all over the conference area, ready to help you with any inquiries you might have.
The Registration Desk is located in the Main Hall at the Solbjerg Plads campus in front of the Library. The Desk will be open for registration:
Tourist Information Desk
Tuesday, 1 June Wednesday, 2 June Thursday, 3 June Friday, 4 June
14:00 – 17:00 08:00 – 18:00 08:30 – 19:00 08:30 – 18:30
Conference Information Desk The Conference Information Desk is open during conference hours. The staff will be happy to assist you with all matters concerning the conference. CBS has a permanent reception denoted “Information” next to the Library. Please feel free to ask more general questions about CBS here.
Staff from Wonderful Copenhagen (the official convention, event and visitors bureau of the Greater Copenhagen area) will be ready to assist you throughout the conference. Look for the Tourist Information Desk in the Main Hall.
Poster Sessions All Poster Sessions take place in the Poster Exhibition Area which is located in the Main Hall and in the Hallway.
Exhibition All exhibition booths are found in the Hallway (a list of Exhibitors can be found on pages 18-19).
Smoking
Conference Papers on CD-Rom A CD-Rom with all papers is included in the conference bag.
CBS is a non-smoking environment. We kindly ask you to respect this and refrain from smoking outside the designated smoking areas.
Cloakroom A cloakroom is located on the second floor in front of room SP.2.01. It will be open during the same hours as the Conference Information Desk.
Internet Access Computers with a broadband connection to the Internet will be available for conference participants during conference hours at Solbjerg Plads 3, Room 107 (1st floor) from Wednesday, 2 June, 08:30 to Friday, 4 June, 18:00. Participants who bring their own Wi-Fi-enabled computer will have unlimited access to a wireless network all over CBS campus. Access is free of charge but the following information is required in order to log on:
Username: EMAC-guest Password: Login@CBS
Getting to Copenhagen Business School
Solbjerg Plads Campus at Copenhagen Business School is conveniently located right next to Frederiksberg Metro Station.
Liability Neither EMAC nor the Copenhagen Business School are liable for any losses, theft, accidents or damage to persons or objects, regardless of the cause. Participants and accompanying persons attending the Conference and all related events do so at their own risk and responsibility. Taking out travel insurance is recommended.
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Copenhagen Business School
The Six Senses: The Essentials of Marketing
The Department of Marketing
39th EMAC Conference
The Department of Marketing
Copenhagen Business School Where University means Business Copenhagen Business School (CBS) and the Department of Marketing welcome all delegates to the 39th EMAC conference which takes place at Solbjerg Plads, the central main building of the CBS campus. With more than 16,000 students and 1,300 staff members, CBS is today among the largest business schools in Europe. CBS was established in 1917. CBS has over the course of time developed a beautiful Campus. It covers several modern buildings designed by internationally known architects as well as the old Royal Porcelain Factory buildings that have been converted and completely refurbished for the use of research and education. Diversity creating Knowledge The business side of innovation is central. Diversity, risk acceptance and the desire to experiment are crucial to CBS. The
guiding principles of all our development initiatives are to be daring and innovative in a changing society and to educate graduates who are dynamic thinkers that will ensure value creation for the Danish society. Using traditional fields within business economics and languages as a starting point, CBS gives very high priority to cross-disciplinary and problem-oriented approaches, making sociology, psychology, anthropology, politology, law, philosophy, and intercultural understanding important areas of CBS’ academic profile. CBS’ research profile covers a wide range of subjects within the social sciences and the humanities. A wide academic scope is a prerequisite for CBS to be able to challenge habitual ways of thinking and traditional business economics and language issues.
The department was founded in 1931 by Max Kjær Hansen. Max Kjær Hansen’s, and later Arne Rasmussen’s, marketing research won the department international recognition and it became known as “The Copenhagener School”.
tion in Science and Technology, Consumer Information in a complex Food Market, Sound Branding, FairSpeak, Identification and Prevention of Dietary and Lifestyle induced Health Effects in Children, and Children and Media Consumption.
Today, the Department of Marketing conducts research in marketing within the following central areas:
In recent years the Department of Marketing has focused on increasing the number of publications in high-ranking international journals and conference proceedings, and at the same time de-emphasizing working papers and Nordic language publications. As a result, articles in foreign languages represent an increasing part of the department’s constant production of more than 100 publications a year. In 2009 the department’s researchers published more than 20 articles in peer-reviewed international journals.
• • • • • •
Business-to-Business/Industrial marketing Consumer Behaviour Marketing Communication and Advertising Strategic Design and Business Development Market-oriented Management Neuroscience
The department has a total of 46 employees: 35 faculty members and 11 administrative staff, as well as 13 PhD students, making it one of the big departments of CBS. Additionally, 55 external lecturers are affiliated with the teaching programmes. The department’s staff represents a good mix of junior and senior faculty, most of them collaborating in one of the research groups “Centre for Business Marketing and Purchasing”, “Consumer Behaviour”, “Decision Neuroscience” and “Marketing Communication Management and Brand Governance”. External funding from various national sources, EU Framework 7, and international research collaboration support a number of projects. Some examples are: Creative Design for Innova-
The department’s faculty is responsible for the following teaching programmes: the MSc. programmes Economics and Marketing (EMF), Strategic Market Creation (SMC) and Marketing Communications Management (MCM), the BSc. programme (marketing), and MSc. electives. More than 2000 students attend these programmes on an annual basis. The department is also actively involved in the BSc. Business Administration and Commercial Law, BSc. Business Administration and Psychology, BSc. International Business Communication, Executive MBA, DBA, and the CBS Summer School programme. As of this year, the department has also become responsible for the HD programme Marketing management.
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Map of Venues
The Six Senses: The Essentials of Marketing
Map of Venues
39th EMAC Conference
Map of Venues
2010 EMAC Conference, Copenhagen Arrival: Copenhagen Sightseeing Thursday, 3 June Nyhavn 1-hour boat tour of Copenhagen Harbour/Canals, ends in Nyhavn close to the city center and many restaurants. Metro Station: Kongens Nytorv
Departure: Copenhagen Sightseeing Thursday, 3 June Christianshavns Torv 1-hour boat tour of Copenhagen Harbour/Canals, departure from Christianshavns Torv Departure: 18:15; 18:20; 18:30 19:15; 19:30 Metro Station: Christianshavn
2010 EMAC Conference Venue: Tuesday, 1 June – Friday, 4 June Copenhagen Business School Solbjerg Plads 3, Frederiksberg Metro Station: Frederiksberg
Gala Dinner:
Welcome Reception:
Friday, 4 June 2010, 18:30-02:00
Tuesday, 1 June, 18:00
Øksnehallen (The Old Meat Market Hall) Halmtorvet 11, Copenhagen S-train Station: Copenhagen Central Station
Copenhagen City Hall City Hall Square (Rådhuspladsen), Copenhagen Bus Lines: 1, 2, 5, 10, 29
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Social Events
The Six Senses: The Essentials of Marketing
39th EMAC Conference
Social Events
Social Events Welcome Reception The first social event is the Welcome Reception which takes place at Copenhagen City Hall on Tuesday, June 1st at 18:00 hrs. The City of Copenhagen is generously hosting the reception. After the Welcome Reception it will be possible to visit Tivoli, the second oldest amusement park in the world located across from Copenhagen City Hall.
Meeting Point: Copenhagen City Hall, City Hall Square, Copenhagen Transportation: Participants must find their own way (see map on page 12-13)
Copenhagen City Hall. //Københavns Kommune
//Photographer: Cees van Roeden
Copenhagen Sightseeing – from the Waterfront On the evening of Thursday, June 3rd, we have organized a Copenhagen sightseeing trip by boat. The guided tour will provide unique views of old and new Copenhagen from the waterfront. Light refreshments will be provided during the one-hour tour, after which participants can continue the evening in the heart of Copenhagen. The boats will depart from Christianshavn and will return to Nyhavn. Meeting Point: 30 minutes before the boat departure at Copenhagen Business
School, Solbjerg Plads 3. Alternatively, at the boat departure place (see map pages 12-13) 15 minutes before departure. Transportation: We have organized several departures from Copenhagen Business School. Conference Assistents will provide you with a ticket for the Metro Train and guide you to Christianshavns Metro Station Boats depart: From Christianshavn at 18:15; 18:20; 18:30; and for all participants in the General Assembly at 19:30. Most seats are under glass roof.
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Social Events
The Six Senses: The Essentials of Marketing
39th EMAC Conference
Social Events
Gala Dinner On the evening of Friday, June 4th at 19:00 hrs a Gala Dinner will be held in Øksnehallen. In 1899, Ludvig Fenger, the city architect at the time, was asked to build a cattle hall in Copenhagen. Inspired by the German cattle markets, the cattle hall Øksnehallen was ready with room for 1,600 cattle in 1901. But already 20 years later the hall the cattle market had become too small and obsolete. After its restoration in the 1990es, Øksnehallen now entertains a different breed of animals and is one of Copenhagen’s most unique exhibition and conference venues, located in the very heart of the city.
Programme for the Evening: Øksnehallen - an old Cattle Hall - has been recontraucted and modernised and is now operating as a highly modern facility for exhibitions and venues.//Photographer: Henrik Nielsen
18:30 – 19:00 19:00 – 21:00 21:00 – 21:15 21:15 – 21:45 21:45 – 02:00
Official Welcome Dinner, Awards and Speeches Next year’s host is presented (University of Ljubljana) Dessert and Coffee Live music and dance
Please note: The Gala Dinner includes arrival drink, three-course dinner, limited table beverage package and entertainment. Further drinks at own expense. Directions Venue: Øksnehallen, Halmtorvet 11, Copenhagen Transportation: Participants must find their own way to Øksnehallen, located 5 minutes walk from Copenhagen Central Station From CBS: At Frederiksberg Metro Station, take the metro to Nørreport Station. From there enter the S-train platform and take a train bound for the Central Station (København H). Exit the Central Station at Reventlowsgade (NOT the one to Tivoli) and turn left. Walk to Reverdilsgade and then turn right. From Reverdilsgade walk to Colbjørnsensgade and then turn left. Walk to Halmtorvet and turn left. Walk towards Øksnehallen
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Exhibitors
The Six Senses: The Essentials of Marketing
39th EMAC Conference
Exhibitors
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Track Chairs
The Six Senses: The Essentials of Marketing
Tracks, Track Chairs and Co-Chairs
Track 11: Modeling and Forecasting Lutz Hildebrandt, Humbold University Berlin George Baltas, Athens University of Economics and Business
Track 1: Advertising, Promotion and Marketing Communication
Track 6: Marketing in Emerging and Transition Economics
Track 12: New Technologies and E-Marketing
Stefano Puntoni, Rotterdam School of Management Micael Dahlen, Stockholm School of Economics
Paurav Shukla, University of Brighton Kim-Shyan Fam, University of Wellington
Shintaro Okazaki, Universidad Autonoma de Madrid Charles R. Taylor, Villanova School of Business
Track 2: Business-to-Business Marketing and Networks Andreas Eggert, University of Paderborn Wolfgang Ulaga, HEC Paris
Track 7: Marketing of Public and Non-Profit Organisations Patrick De Pelsmacker, University of Antwerp Marylyn Carrigan, Open University
Track 3: Consumer Behavior
Track 8: Marketing Research and Research Methodology
Luk Warlop, K. U. Leuven John Pracejus, University of Alberta Stefania Borghini, Bocconi University
Gilles Laurent, HEC School of Management Bruce Hardie, London Business School
Track 4: Innovation and New Product Development
Track 9: Marketing Strategy and Leadership
Ulrike de Brentani, Concordia University Luigi de Luca, Cardiff University
Christian Homburg, University of Mannheim Harley Krohmer, University of Berne
Track Chairs
39th EMAC Conference
Track 13: Pricing and Financial Issues in Marketing Martin Fassnacht, WHU Otto Beisheim School of Management Pierre Desmet, ESSEC Business School
Track 14: Product and Brand Management
Track 17: Sales Management and Personal Selling Catherine Pardo, EM Lyon Paolo Guenzi, Bocconi University
Track 18: Service Marketing Hans Kasper, Maastricht University Veronica Liljander, Hanken School of Economics
Track 19: Social Responsibility, Ethics and Consumer Protection Minoo Fahrangmehr, University of Minho Stephen P. Hogan, Brighton Business School
Track 20: Tourism Marketing Enrique Bigné, University of Valencia Paulo Rita, ISCTE Lisbon
Stephanie Slater, Cardiff University Susan Hart, Strathclythe University
Track 21: Special Interest Groups
Track 15: Relationship Marketing
Gabriele Troilo, Bocconi University Suzanne C. Beckmann, Copenhagen Business School
Manfred Krafft, University of Münster René Darmon, ESSEC Business School
Track 5: International and CrossCultural Marketing
Track 10: Marketing Theory
Track 16: Retailing, Channel Management and Logistics
John Cadogan, Loughborough University George Balabanis, City University
Roderick Brodie , University of Auckland Robin Wensley, University of Warwick
Daniel Bello, Georgia State University Marc Filser, University of Burgundy
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Reviewers
The Six Senses: The Essentials of Marketing
Reviewers
Reviewers
39th EMAC Conference
Name
Affiliation
Azevedo António Joaquim
Minho University
Baghi, Ilaria
University of modena and reggio emilia
Balabanis George
City University
Balague, Christine
University of Lille 1
Balasubramanian, Ravi
Massey University, New Zealand
Baltas, George
Athens University of Economics and Business
Banerjee, Madhumita
Warwick Business School
Banister, Emma
Lancaster University
Banks, Jennifer
CQ University
Barone, Michael
University of Louisville
Barrot, Christian
CAU Kiel
Barrutia, Jose M
University of the Basque Country
Barton, Lisa
ESC La Rochelle
Barton, Sarai
SHU
Name
Affiliation
Abimbola, Temi
Warwick Business School
Bauer, András
Corvinus University of Budapest
Adidam Phani Tej
University of Nebraska at Omaha
Baumgarth, Carsten
Marmara University
Aksoy, Lerzan
Fordham University
Baumgartner, Hans
Penn State University
Albers, Sönke
Christian-Albrechts-University at Kiel
Bava, Christina
The New Zealand Institute for Plant & Food Research
Albrecht, Carmen-Maria
University of Mannheim
Bayuk, Julia
University of Delaware
Al-Hawari, Mohammad
Sharjah University
Beatson, Amanda
QUT
Almeida, Stefânia
Pontifícia Universidade Católica do Rio Grande do Sul - Brasil
Becker, Jan
University of Kiel
Althuizen, Niek
ESSEC Business School
Bellman, Steven
Murdoch University
Alvarez, Maria
Bogaziçi University
Berács, József
Corvinus University of Budapest
Alves, Helena
University of Beira Interior
Bettany, Shona
University of Bradford
Ambler Tim
London Business School
Biggemann, Sergio
University of Otago
Ammi, Chantal
tem
Blazevic, Vera
Maastricht University
Anderson Laurel
Arizona State University
Boisvert, Jean
American University of Sharjah
Andreu, Luisa
University of Valencia
Borghini, Stefania
Bocconi University
Andrews, Lynda
School of AMPR - Queensland University of Technology
Borghoff, Thomas
Victoria University of Wellington
Andronikidis, Andreas
University of Macedonia
Bories, Denis
University of Toulouse 2
Andrus, Deborah
Haskayne School of Business University of Calgary
Bosmans, Anick
Tilburg University
Antón, Carmen
University of Valladolid (Spain)
Botti, Simona
London Business School
Anttila, Mai
Helsinki School of Economics
Boujena, Othman
Rouen Business School
Argyriou, Evmorfia
King’s College London
Boztug, Yasemin
Georg-August-Universität Göttingen
Ascarza, Eva
London Business School
Brassier, Pascal
ESC Clermont School of Management
Athanasopoulou, Pinelopi
University of Peloponnese, Greece
Bree, Joël
University of Caen & Rouen Business School
Atik, Deniz
Asst.Prof. Izmir University of Economics
Breugelmans, Els
Maastricht University
Ayadi, Nawel
IAE - Université Toulouse I - Capitole
Briers, Barbara
Tilburg University
Aykac, Selcen
Ozyegin University
Briggs, Mxwell
Queensland University of Tech
Azar, Salim
Université Paris Dauphine
Brito, Carlos
University of Porto
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Reviewers
The Six Senses: The Essentials of Marketing
Reviewers
39th EMAC Conference
Name
Affiliation
Name
Affiliation
Bronnenberg, Bart
Tilburg University
Colurcio, Maria
University of Magna Graecia of Catanzaro
Brookes, Richard
University of Auckland
Cornelissen, Gert
Universitat Pompeu Fabra
Brown, James
West Virginia University
Cortinas, Monica
Universidad Publica de Navarra
Brunk, Katja H.
Universite Libre de Bruxelles
Cosma, Smaranda Adina
Babes-Bolyai University
Bruyneel, Sabrina
KU Leuven
Costley, Carolyn
Waikato Management School
Buchanan-Oliver, Margo
University of Auckland
Crete, David
HEC Montreal
Buckley, Joan
University College Cork
Cryder, Cynthia
Washington University in St. Louis
Buil, Isabel
University of Zaragoza
Czellar, Sandor
HEC PARIS
Burson, Katherine
University of Michigan
Da Mota Pedrosa, Alex
University of Southern Denmark
Burt, Steven
University of Stirling
Dahl, Stephan
Middlesex University
Büttner, Oliver
Zeppelin University, Germany
Dalsace, Frederic
HEC Paris
Cabooter, Elke
University College Ghent & Ghent University
Damnjanovic, Sonja
Erasmus University
Cacho-Elizondo, Silvia
IPADE Business School
Dardenne, Benoit
ULG
Cadogan, John
Loughborough University
Daskou, Sofia
Hellenic American University
Caemmerer, Barbara
University of Strathclyde
Davies, Fiona
Cardiff University
Camarero, Carmen
University of Valladolid
Davy, Lerouge
UVT
Candi, Marina
Reykjavik University
Dayan, Oren
Nelson Mandela Metropolitan University
Carbonell, Pilar
York University
De Bock, Tine
University College Ghent & Ghent University
Cardigo, Cristina
ISCTE-IUL - Lisbon University Institute
De Chernatony, Leslie
Universita della Svizzera italiana and Aston Business School
Carvalho Vieira, José Manuel
ISMAI - Instituto Superior da Maia
De Juan, Maria D.
University of Alicante
Casabayó, Monica
Esade
De Langhe, Bart
RSM Erasmus University
Cassab, Harold
The University of Auckland
De Luca, Luigi Mario
Cardiff Business School
Cauberghe, Verolien
UGent
De Valck Kristine
HEC
Cayla, Julien
AGSM
Defever, Christine
KULeuven
Cerri, Shpetim
University of elbasan
Del Barrio-García, Salvador
University of Granada
Cervino, Julio
University Carlos III of Madrid
Dens, Nathalie
University of Antwerp
Chan, S. Fiona
Massey University
Desarbo, Wayne
Smeal College of Business - Pennsylvania State University
Chang, Connie
Meiji Univeristy
Deschenes, Jonathan
HEC Montreal
Changeur, Sophie
University of Paris 12
Dewitte, Siegfried
Katholieke Universiteit Leuven
Charry, Karine
Ieseg - Catholic University of Lille
Di Benedetto, Anthony
Temple University
Chattalas, Michael
Fordham University
University of Vienna
Chelariu, Cristian
University of Suffolk
Diamantopoulos, Adamantios
Chłodnicki, Marcin
Poznan University of Economics
Diaz-Meneses, Gonzalo
University of Las Palmas de Gran Canaria
Chocarro, Raquel
Universidad Pública de Navarra
Diehl, Kristin
University of Southern California
Christensen, Lars Bech
Copenhagen Business School
Diehl Sandra
University of Klagenfurt
Christodoulides, George
University of Birmingham
Dimitriu, Radu-Mihai
BI Norwegian School of Management
Christou, Evangelos
University of the Aegean
Dinnie, Keith
Temple University Japan
Chung, Kim-Choy
Al Akhawayn University, Ifrane, Morocco
Dion, Delphine
Sorbone Graduate Business School
Cillo, Paola
Bocconi
Doherty, Anne Marie
University of Glamorgan
Claus, Bart
KULeuven
Dolnicar, Sara
university of wollongong
Cliquet, Gerard
University of Rennes 1
Domegan, Christine
NUI Galway
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Reviewers
The Six Senses: The Essentials of Marketing
Reviewers
39th EMAC Conference
Name
Affiliation
Name
Affiliation
Douglas, Susan
Stern, School of Business New York University
Gázquez-Abad, Juan Carlos
University of Almeria
Drieman, Joost
Cisco Systems & Nyenrode University
Gedenk, Karen
University of Cologne
Duarte, Paulo
University of Beira Interior
Geigenmueller, Anja
Freiberg University
Eagle, Lynne
University of the West of England
Geiger, Susi
University College Dublin
East, Robert
Kingston Business School, London
Gencturk, Esra
Ozyegin University
Eelen, Jiska
K.U.Leuven
Ger, Guliz
Bilkent University
Eisend, Martin
European University Viadrina
Geuens, Maggie
University College Ghent & Ghent University
Elayoubi, Meriem
IAE Toulouse University
Geyskens, Kelly
Maastricht University
Ellis, Nick
Leicester
Ghose, Kamal
Lincoln University, New Zealand
Ellis, Susan
Melbourne Business School, University of Melbourne
Giles, Emma Louise
Newcastle University
Ellis-Chadwick, Fiona
Open University
Gneezy, Ayelet
UC San Diego
Elrod, Terry
University of Alberta
Goedertier, Frank
Vlerick Leuven Gent Management School
Emmanouilides, Christos
Aristotle University of Thessaloniki
Goldkuhl, Lena
Luleå University of Technology
Eric, Lombardot
Paris 1 Panthéon-sorbonne
Goldstein, Dan
London Business School
Esbjerg, Lars
Aarhus School of Business, Aarhus Universtity
Götz, Oliver
University of Muenster
Esteban-Bravo, Mercedes
Universidad Carlos III de Madrid
Gröppel-Klein, Andrea
Saarland University
Everett, James
University of Alaska
Grønhaug, Kjell
Norw.sch. of Econ. and Bus.Adm
Falkenreck, Christine
Kassel University, Germany
Grønhøj, Alice
Aarhus School of Business, Aarhus University
Faraji Rad, Ali
BI Norwegian School of Management
Grønholdt, Lars
Copenhagen Business School
Faro, David
LONDON BUSINESS SCHOOL
Grönroos, Christian
Hanken
Farquhar, Jillian
University of Bedfordshire, UK
Grunert, Klaus G.
Aarhus University
Fassnacht Martin
WHU Otto Beisheim School of Management
Guenzi, Paolo
Bocconi University
Faure, Corinne
University of Frankfurt
Gurhan Canli, Zeynep
Koc University
Feiereisen, Stephanie
Cass Business School
Hakala, Ulla
Turku School of Economics
Feinberg, Fred
University of Michigan
Halliburton, Chris
escp Europe
Fennis, Bob
Utrecht University
Hampel, Stefan
University of Bayreuth
Fenollar, Pedro
University of Murcia Spain
Hang, Haiming
University of Reading
Fernandes, Daniel
Erasmus University
Hansen, Håvard
University of Stavanger
Finne, Åke
Hanken School of Economics
Hardie, Bruce
London Business School
Fischer, Peter Mathias
University of St. Gallen
Harridge-March, Sally
Oxford Brookes University
Fonfara, Krzysztof
Poznan University of Economics
Harris, Lloyd
Warwick Business SChool
Fournier, Christophe
Université Montpellier 1
Hart Susan
Strathclythe University
Fransen, Marieke
University of Amsterdam
Harwood, Tracy
De Montfort University
Fries, Anne Julie
University of Cologne
Heath, Maria
Universidade do Minho
Galan - Ladero, Mercedes
Universidad de extremadura
Helme-Guizon, Agnes
University of Grenoble
Gallopel-Morvan, Karine
University of Rennes 1
Hem, Leif
Norwegian School of Economics and Business Administration
Galvagno, Marco
University of Catania
Hernan, Bruno
INSEAD
Gandhi, Meenakshi
Bharati Vidyapeeth University
Hernández-Maestro, Rosa M.
University of Salamanca
Gao, Yuhui
Dublin City University Business School
Heslop, Louise
Sprott School of Business Carleton University
Gatignon, Hubert
INSEAD
Hewer, Paul
University of Strathclyde
Gaustad, Tarje
Norwegian School of Management
27
28
Reviewers
The Six Senses: The Essentials of Marketing
Reviewers
39th EMAC Conference
Name
Affiliation
Name
Affiliation
Hildebrandt Lutz
Humbold University of Berlin
Katsikea, Evangelia
Athens University of Economics and Business
Hofmann, Jonas
CERAM Business School
Kevork, Eleni
Athens University of Economics and Business
Hogan, Stephen P.
Brighton Business School
Khammash, Marwan
Bangor University
Hogreve, Jens
University of Paderborn
Khan, Sajid
American University of Sharjah
Holden, Mary T
Waterford Institute of Technology
Kimmel, Allan
ESCP Europe
Holmlund, Maria
Hanken School of Economics
Kitchen, Phil
Hull University
Holmqvist, Jonas
Hanken School of Economics
Klaus, Philipp
Cranfield University SOM
Holzmüller, Hartmut
TU Dortmund University
Kleinaltenkamp, Michael
Freie Universitaet Berlin
Horbel, Chris
University of Bayreuth
Kleinschmidt, Elko
McMaster University
Hortinha, Paula
Universidade Nova Lisboa
Kocher, Bruno
HEC Paris
Huang, Hazel
Durham Business School
Koller, Monika
WU Wien
Huizingh, Eelko
University of Groningen
König, Tatjana
Saarbruecken Business School
Hultink, Erik Jan
Delft University of Technology
Kozak, Metin
Mugla University
Hval, Nikolai
Norwegian School of Management BI
Kreis, Henning
Freie Universität Berlin
Insch, Andrea
University of Otago
Krisjanous, Jayne
Victoria University of Wellington
Ivens, Bjoern
Otto-Friedrich-University Bamberg
Krystallis, Athanasios
Aarhus School of Business
Jacob, Frank
ESCP Europe, Berlin Campus
Kumar, Basabnt
Utkal University
Jaeger, Sara
Uni copenhagen and plant & food research (NZ)
Kusnaryadi, Heriyadi
UNIMAS Malaysia
Jafari, Aliakbar
University of Strathclyde
Lagier, Joelle
Rouen Business School
Jahn, Steffen
Chemnitz University of Technology
Lähteenmäki, Liisa
Aarhus University
James, Victoria
Cardiff Business School
Lajos Joseph
HEC Paris
Janssens, Kim
KULeuven
ESCP Europe
Janssens, Wim
Hasselt University
Lambert-Pandraud, Raphaëlle
Jayawardhena, Chanaka
Loughborough University
Lamey, Lien
Lessius University College
Jedidi Kamel
Columbia Business School
Landwehr, Jan
University of St. Gallen
Jensen, Ove
WHU - Otto Beisheim School of Management
Lange Fredrik
Stockholm School of Economics
Jimenez, Nadia
University of Burgos
Langerak, Fred
Eindhoven University of Technology
Jimenez-Zarco, Ana
Open University of Catalunya
Lanseng, Even J.
Norwegian School of Management
Johlke, Mark
Bradley University
Laporte, Sandra
HEC Paris
Johnstone, Micael-Lee
Victoria University
Larimo, Jorma
University of Vaasa, Vaasa, Finland
Jozsa, Laszlo
Széchenyi István University, Hungary
Laroche, Michel
Concordia University
Julander, Claes-Robert
Stockholm School of Economics
Laruccia, Mauro
UBC - Universidade Braz Cubas
Kalafatis, Stavros
Kingston University
Law, Rob
Hong Kong Polytechnic University
Kalamas, Maria
Kennesaw State University
Le Borgne-Larivière, Marie
ESCEM
Kaleka, Anna
University of Cardiff
Le Nagard, Emmanuelle
ESSEC Business School
Kamleitner, Bernadette
Queen Mary University of London
Lee, Jaehoon
University of Texas at San Antonio
Kapferer Jean-Noël
HEC
Lee, Zoe
University of Bristol
Kapoor, Harish
Acadia University
Lehmann, Don
Columbia Business School
Karantinou, Kalipso
Athens University of Economics and Business
Leigh James H.
Texas A&M University
Karaosmanoglu, Elif
ITU Faculty of Management
Leischnig, Alexander
TU Bergakademie Freiberg
Kasper, Hans
Maastricht University
Lengler, Jorge
ISCTE-IULisbon
29
30
Reviewers
The Six Senses: The Essentials of Marketing
Reviewers
39th EMAC Conference
Name
Affiliation
Name
Affiliation
Lens, Inge
K.U.Leuven
McEachern, Morven
Lancaster University
Leonidou, Constantinos N.
Postdoctoral Researcher in Marketing/ Leeds University Business School/ University of Leeds
Mead, Nicole L.
Tilburg University
Leschnikowski, Katja
University of Bern
Merlo, Omar
University of Cambridge
Leszczynski, Grzegorz
Poznan University of Economics, Poland
Merunka, Dwight
University Paul Cézanne Aix en Provence
Liao, Mei-Na
Bradford University School of Management
Meyvis, Tom
New York University
Lilien, Gary
Penn State
Michaelis, Manuel
TU University of Dortmund
Lim, Wai Mun
University of Plymouth
Michaut-Denizeau, Anne
hec
Lindgreen, Adam
Hull University
Millet, Kobe
KULeuven
Lindqvist, Lars-Johan
HANKEN School of Economics
Miltgen, Caroline
Angers
Lindridge, Andrew
The Open University Business School
Miniero, Giulia
Bocconi University
Lisboa, Ana
Polytechnic Institute of Leiria
Miranda, Mario
Victoria University
Little, Vicki
University of Auckland
Mittelman, Mauricio
Universidad Torcuato Di Tella
Liu, Jia
University of Groningen
Modi, Pratik
Institute of Rural Management Anand (IRMA)
Liu, Martin
University of Nottingham Ningbo China
Mogos Descotes, Raluca
IESEG School of Management
Lopez Sanchez, Jose Angel
University of Extremadura
Mondejar-Jimenez, Jose
University of Castilla-La Mancha
López, Inés
University of Murcia
Mondéjar-Jiménez, JuanAntonio
University of Castilla-La Mancha
Lourenco, Carlos
Erasmus University Rotterdam
Montaguti , Elisa
University of Bologna
Lu, Vinh
The University of Adelaide
University of Granada
Lucia, Laura
University of Zaragoza
Montoro Ríos, Francisco Javier
Luetke, Verena
University Erlangen-Nuremberg
Moon, Sangkil
NC State University
Luk, Chung Leung
City University of Hong Kong
Morschett, Dirk
University of Fribourg
Luque-Martinez, Teodoro
University of Granada
Morwitz, Vicki
Stern School of Business, NYU
Lye, Elizabeth
Sheffield Hallam University
Mostaghel, Rana
Luleå University of Technology
Macaes, Manuel
Universidade lusiada porto
Mühlbacher, Hans
University of Innsbruck
Macdonald, Emma
Cranfield University
Mujika, Alazne
Alazne
Macedo, Isabel
University of Minho
Müller, Brigitte
University of Lausanne
Mahr, Dominik
University of Antwerp
Müller, Steffen
University of Erlangen-Nuernberg
Makovec Brencic, Maja
University of Ljubljana
Munnukka, Juha
University of Jyväskylä
Malaviya, Prashant
Georgetown University
Musso, Fabio
University of Urbino - Italy
Malhotra, Shavin
Ryerson University
Muylle, Steve
Vlerick Leuven Gent Mangement School
Malkoc, Selin
Washington University - St. Louis
Myers, Matt
University of Tennessee
Malshe, Avinash
University of St Thomas, MN
Myrseth, Kristian
ESMT European School of Management and Technology
Manceau, Delphine
ESCP Europe
Nakos, George
Clayton State University
Marcati, Alberto
LUISS University
Nath, Prithwiraj
University of Nottingham
Marin, Longinos
University of Murcia
Nevins Henson, Jennifer
Appalachian State University
Martensen, Anne
Copenhagen Business School
Nicolaou, Daina
University of Warwick
Martin, Xavier
ESSEC Paris
Nijssen, Edwin
TU/Eindhoven University of Technology
Martinez-Ruiz, Maria Pilar
University of Castilla-La Mancha
Nilssen, Frode
Matute-Vallejo, Jorge
University of Zaragoza
Nofima - Norwegian institute for Aquaculture, seafood and food research
Mcdonagh, Pierre
Dublin City University
Nobre, Helena M.
ISAG - Instituto Superior de Administração e Gestão
31
32
Reviewers
The Six Senses: The Essentials of Marketing
Reviewers
39th EMAC Conference
Name
Affiliation
Name
Affiliation
Nykänen, Katri
Helsinki School fo Economics
Poncin, Ingrid
Lille School of Management
Obadia, Claude
Advancia-Negocia Paris
Pons, Frank
Univesité Laval
Oburai, Prathap
National Insurance Academy
Pracejus, John
University of Alberta
O’Donohoe, Stephanie
University of Edinburgh, Scotland
Pran, Kristin
NHH, Norway
Okazaki, Shintaro
Universitad Autonoma de Madrid
Presi, Caterina
Leeds University Business School
Olsen, Lars Erling
Oslo School of Management
Puntoni, Stefano
Rotterdam School of Management
Olsen, Line Lervik
BI Norwegian School of Management
Purani, Keyoor
Indian Institute of Management Kozhikode
Olson, Erik
Norwegian School of Management
Quinn, Barry
University of Ulster
Ong, Fon Sim
Graduate School of Business, Universiti Tun Abdul Razak, Kuala Lumpur, Malaysia
Rafiq, Mohammed
Loughborough University
Oppewal, Harmen
Monash University
Raghubir, Priya
NYU
Orme, Bryan
Sawtooth Software
Ravald, Annika
HANKEN School of Economics
Orus, Carlos
Universidad de Zaragoza
Redondo, Ignacio
Universidad Autónoma de Madrid
Pace, Stefano
Bocconi University
Reeves , Peter
University of Salford
Pache, Gilles
Aix-Marseille II
Reid, Susan
Bishops University
Palazón, Mariola
University of Murcia
Restuccia, Mariachiara
HEC Montréal
Panagopoulos, Nikolaos
AUEB
Reutterer, Thomas
Vienna University of Economics and Business
Pandelaere, Mario
University College Ghent & Ghent University
Reynolds, Nina
University of Bradford
Panwar, J. S.
Sardar Patel University
Rialp-Criado, Alex
Autonomous University of Barccelona
Papastathopoulou, Paulina
Athens University of Economics and Business
Rialp-Criado, Josep
Autonomous University of Barccelona
Papies, Dominik
University of Hamburg
Rinallo, Diego
Bocconi University
Park Jungkun
Purdue University
Rindell, Anne
HANKEN School of Economics
Parry, Sara
Bangor University
Rita, Paulo
IBS - ISCTE/IUL Business School, Lisbon
Pauwels, Piet
Maastricht University
Ritter, Thomas
Copenhagen Business School
Pecheux, Claude
FUCAM - Louvain School of Management
Riu, David
URL La Salle
Pelet, Jean-Eric
Supagro Montpellier
Rizomyliotis, Ioannis
Athens University of Economics and Business
Pels, Jaqueline
Universidad Torcuato Di Tella
Roath, Anthony
University of Oklahoma
Penz, Elfriede
WU Wien
Robson, Matthew
University of Leeds
Perks, Keith
University of Brighton
Rocereto, Joseph
Monmouth University
Peter, Raja
Massey University
Rod, Michel
Carleton University
Petrovici, Dan Alex
Kent University
Rodrigues, Ricardo Gouveia
University of Beira Interior
Pichler, Elisabeth
University of Innsbruck
Rodríguez-Escudero, Ana Isabel
Universidad de Valladolid
Pick, Doreén
Freie Universität Berlin
Rodríguez-Pinto, Javier
University of Valladolid
Pinho, Jose Carlos
University of Minho
Rojas, Pilar
ULB
Pinson, Christian
INSEAD
Rollins, Minna
University of West Georgia
Pizzi, Gabriele
University of Bologna, Italy
Roman, Sergio
MURCIA
Plakoyiannaki, Emmanuella
Aristotle Univeristy of Thessaloniki
Rombouts, Guy
KU Leuven
Pocheptsova, Anastasiya
University of Maryland
Romero, Jaime
U. Autonoma Madrid
Podoshen, Jeff
Franklin and Marshall College
Rootman, Chantal
Nelson Mandela Metropolitan University (NMMU)
Polsa, Pia
Hanken School of Economics and Fudan University, School of Management
Rosengren, Sara
Stockholm School of Economics
33
34
Reviewers
The Six Senses: The Essentials of Marketing
Reviewers
39th EMAC Conference
Name
Affiliation
Name
Affiliation
Roth, Stefan
University of Kaiserslautern
Sjödin, Henrik
Stockholm School of Economics
Routley, Claire
UWE
Skarmeas, Dionysis
Leeds University Business School
Rouziès, Dominique
HEC-Paris
Skiera, Bernd
Goethe-Universität Frankfurt am Main
Rubera, Gaia
Michigan State University
Slabbinck, Hendrik
University College Ghent & Ghent University
Ruiz, Salvador
University of Murcia
Slater, Stephanie
Cardiff University
Ruiz-Molina, Maria-Eugenia
University of Valencia
Sliburyte, Laimona
Kaunas University of Technology
Rundh, Bo
Karlstad University
Smeesters, Dirk
Erasmus University
Rutkauskaite, Aiste
KUL
Smidts, Ale
Erasmus University
Ruzo, Emilio
University of Santiago
Smit, Edith
University of Amsterdam
Ryan, Gerard
Universitat Rovira i Virgili
Smits, Tim
Lessius & Antwerp University
S, Abhishek
Indian Institute of Management, Ahmedabad
Söderlund, Magnus
Stockholm School of Economics
Salo, Jari
Helsinki School of Economics
Sousa, Carlos
University College Dublin
Salomo, Soeren
DTU
Spais, George
Agricultural University of Athens
Samiee, Saeed
University of Tulsa
Spers, Eduardo Eugenio
USP and ESPM
Samu, Sridhar
Indian School of Business
Spinks, Wendy
University of the Sunshine Coast
Samuelsen, Bendik
Norwegian School of Management
Sprott, David
Washington State University
San José, Rebeca
University of Valladolid
Stangl, Brigitte
WU Vienna
San Martin, Sonia
Universidad de Burgos
Steckstor, Denise
German Graduate School of Management and Law
Sánchez García, Isabel
University of Valencia
Steenkamp, Jan-Benedict
UNC Kenan-Flagler Business School
Sánchez-Fernández, Raquel
University of Almería
Steinmann, Sascha
University of Goettingen
Sande, Jon Bingen
Norwegian School of Management BI
Stephen, Andrew
INSEAD
Schmidt, Jeffrey
University of Oklahoma
Stöttinger, Barbara
WU Vienna
Schmitt, Julien
Loughborough University
Stokburger-Sauer, Nicola
Innsbruck University
Schramm-Klein, Hanna
University of Siegen
Strehlau, Suzane
FEI
Schulze Lammers, Daniel
University of St. Gallen
Stump, Rodney
Towson University
Scopelliti, Irene
Bocconi University
Supphellen Magne
Norwegian School of Economics and Business Adm. (NHH)
Serra, Elisabete
Associate Professor/ Univ. Lusófona Porto
Sweldens, Steven
INSEAD
Servais, Per
University of Southern Denmark
Tähtinen, Jaana
University of Oulu, Finland
Sese, Javier
University of Zaragoza
Tait, Madele
Nelson Mandela Metropolitan University
Shi Linda
University of Victoria
Talke, Katrin
University of Hamburg
Siamagka, Nikoletta-Theofania
Royal Holloway
Tarnovskaya, Veronika
Lund University
Sichtmann, Christna
University of Vienna
Taylor Charles R.
Villanova School of Business
Sigurdsson, Valdimar
Reykjavik University
Terho, Harri
Turku School of Economics
Silk, Alvin
Harvard Business School
Theodosiou, Marios
University of Cyprus
Simões, Cláudia
University of Minho
Tinson, Julie
Stirling University
Sincic Coric, Dubravka
Faculty of Economics & Business-Zagreb, University of Zagreb
Tissier-Desbordes, Elisabeth
ESCP Europe
Sindhav, Birud
University of Nebraska at Omaha
Tojib, Dewi
Monash University
Sinha, Piyush Kumar
IIMA
Tomczak, Torsten
University of St. Gallen
Sinkovics, Rudolf
University of Manchester
Torelli, Carlos
University of Minnesota
Sismeiro, Catarina
Imperial College Business School
Toubia, Olivier
Columbia Business School
35
36
Reviewers
The Six Senses: The Essentials of Marketing
Reviewers
39th EMAC Conference
Name
Affiliation
Name
Affiliation
Trampe, Debra
University of Groningen
Wagner, Ralf
University of Kassel
Trendel, Olivier
Grenoble Ecole de Management
Wagner, Udo
University of Vienna
Tseng, Ting-Hsiang
Feng Chia University
Wahlund, Richard
Stockholm School of Economics
Tubillejas Andres, Berta
Universidad de Valencia
Waiguny, Martin
University of Klagenfurt
Tuk, Mirjam
University of Twente
Walliser, Björn
University Nancy
Ukonus
TUE
Warlop Luk
KU Leuven
Usta, Murat
University of Alberta
Weeden, Dr Clare
University of Brighton
Uusitalo, Olavi
Tampere University of Technology
Weemaes Bert
KU Leuven
Valentini, Sara
University of Bologna
Weijters, Bert
Vlerick Leuven Gent Management School
Valette-Florence, Pierre
IAE de Grenoble France
Westerlund, Mika
Helsinki School of Economics
Van Birgelen, Marcel
Radboud University Nijmegen, Institute for Management Research
White, Christopher
rmit university
Van Den Bergh, Bram
Rotterdam School of Management
Wiertz, Caroline
Cass Business School
Van Den Hende, Ellis
University of Amsterdam
Wieseke, Jan
Ruhr-University of Bochum
Van Der Lans, Ralf
Rotterdam School of Management, Erasmus University
Winer, Russ
New York University
Van Herk, Hester
VU University Amsterdam
Winterich, Karen
Texas A&M University
Van Herpen, Erica
Wageningen University
Wong, Veronica
Aston Business School, Aston University
Van Horen, Femke
Tilburg University
Wood, Matthew
University of Brighton
Van Osselaer, Stijn
Erasmus University
Worm, Stefan
HEC Paris
Van Putten, Marijke
Leiden
Xie, Chunyan
Stord/Haugesund University College
Van Rekom, Johan
RSM, Erasmus University
Yabar, Jaione
Tilburg University
Van Riel, Allard
University of Nijmegen
Yani-De-Soriano, Mirella
Cardiff University
Vanden Abeele, Piet
K.U.Leuven
Yannopoulou, Natalia
Nottingham University Business School
Vanhamme, Joelle
IESEG School of Management
Yaprak, Attila
Wayne State University
Vanhouche, Wouter
Lessius University College
Yilmaz, Hurrem
State University of New York
Vanhuele, Marc
HEC Paris
Yu, Ting
The University of Tecnhology, Sydney
Vazquez Burguete, Jose Luis
Marketing Titular Professor / University of Leon (Spain)
Zaka, M. Abrahim
Nyenrode Business University The Netherlands
Veloutsou, Cleopatra
Senior Lecturer/University of Glasgow
Zammit, Alessandra
University of Bologna
Verhoef, Peter
University of Groningen
Zanger, Cornelia
TU Chemnitz
Verlegh, Peeter
RSM Erasmus University
Zarantonello, Lia
Bocconi University
Vermeir, Iris
University College Ghent & Ghent University
Zentes, Joachim
Saarland University, Insitute for Commerce & International Marketing (H.I.MA.)
Verona, Gianmario
Bocconi U.
Zielke, Stephan
Georg-August-Universität Göttingen
Vida, Irena
University of Ljubljana
Vignolles, Alexandra
Inseec Business School
Vinzi, Vencenzo
ESSEC
Visconti , Luca Massimiliano
Universita’ Bocconi
Vlasic, Goran
Bocconi Universiy
Vohs, Kathleen
University of Minnesota
Völckner, Franziska
University of Cologne
Wadhwa, Monica
INSEAD
Wägar, Karolina
Hanken School of Economics
37
38
Session Chairs
The Six Senses: The Essentials of Marketing
Session Chairs Competitive Papers Track
Session Name Number 01.01
Track 1:
Advertising, Promotion and Marketing Communication
Business-toBusiness Marketing and Networks
Track 3:
Consumer Behavior
Track
Affiliation University College Ghent & Ghent University
Track 4:
Innovation and New Product Development
Session Name Number
Affiliation
04.01
Luigi M. de Luca
Cardiff University
04.02
Susan E. Reid
Bishops University
04.03
Claudia Costa
Lisbon Nova University
04.04
Giulia Calabretta
BI Norwegian School of Management
04.05
Katrin Talke
University of Hamburg
04.06
Vera Blazevic
Maastricht University University of Sussex
01.02
Nicola Stokburger-Sauer
University of Innsbruck
01.03
Bruno Kocher
HEC
01.04
Gaby Schellekens
Erasmus University
04.07
Veronica Wong
01.05
Robert East
Kingston University
05.01
Ralf Terlutter
Klagenfurt University
01.06
Kathleen Cleeren
Maastricht University
05.02
Ana Maria Soares
Minho University
05.03
Csilla Horváth
Radboud University Nijmegen
05.04
Pascale Quester
University of Adelaide
05.05
Carlos Sousa
University College Dublin
05.06
Adamantios Diamantopoulos
University of Vienna
06.01
Aaron Gazley
Victoria University of Wellington
06.02
Javier Sanchez
University Jaume I
07.01
Chris Chapleo
Portsmouth University
07.02
Claude Pecheux
Louvain School of Management
07.03
Kerrie Bridson
Deakin University
07.04
Ian Hodgkinson
Loughborough University
01.07
Carmen Horn
University of Cologne
01.08
Joachim Scholderer
Aarhus University
01.09
Sylvie Borau
Toulouse I University of Social Sciences
01.10
Track 2:
Neal Van Loock
Session Chairs
39th EMAC Conference
Leonidas Hatzithomas
Aristotle University of Thessaloniki
01.11
Joseph Lajos
HEC
01.12
Henrik Sattler
University of Hamburg
02.01
Harri Terho
Turku School of Economics University of Mannheim
02.02
Jan Allmann
02.03
Michael Reinhold
University of St. Gallen
02.04
Michael KleinAltenkamp
Free University Berlin
03.01
Rene Algesheimer
University of Zurich
03.02
Elizabeth Cowley
Sydney University
Track 5:
International and Cross-Cultural Marketing
Track 6:
Marketing in Emerging and Transition Economics
Track 7:
Marketing of Public and Non-Profit Organisations
03.03
Lutz Hildebrandt
Humboldt University Berlin
07.05
Bernd Helmig
University of Mannheim
03.04
Andrea Hemetsberger
University of Innsbruck
08.01
Bruce Hardie
London Business School
03.05
Mario Pandelaere
University College Ghent & Ghent University
08.02
Elke Cabooter
University College Ghent & Ghent University
03.06
Iris Vermeir
University College Ghent & Ghent University
Marketing Research and Research Methodology
08.03
Franziska Völckner
University of Cologne
08.04
Markus Voeth
University of Hohenheim
Track 9:
09.01
Christian Homburg
University of Mannheim
09.02
Johanna Frösén
Helsinki School of Economics
09.03
Simon Bell
University of Melbourne
03.07
Bram Van Den Bergh
Rotterdam School of Management
03.08
Irene Scopelliti
Bocconi University
Track 8:
03.09
Irena Vida
Ljubljana University
03.10
Radu-Mihai Dimitriu
BI Norwegian School of Management
Marketing Strategy and Leadership
03.11
Ana Gnostidou
Athens University of Economics and Business
Track 10:
10.01
Roderick Brodie
University of Auckland
Marketing Theory
10.02
Robin Wensley
University of Warwick
Track 11:
11.01
Florian Stahl
University of Zurich
11.02
Arnaud De Bruyn
ESSEC Business School
11.03
Udo Wagner
University of Vienna
03.12
Sandra Laporte
HEC
03.13
Sandor Czellar
HEC
03.14
M. Teresa Heath
Minho University
03.15
Iris Vermeir
University College Ghent & Ghent University
Modeling and Forecasting
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Session Chairs
Track
Track 12:
New Technologies and E-Marketing
Track 13:
Pricing and Financial Issues in Marketing
Track 14:
Product and Brand Management
Track 15:
Relationship Marketing
The Six Senses: The Essentials of Marketing
Session Name Number
Affiliation
Session Chairs
39th EMAC Conference
Track
Session Name Number
Affiliation
12.01
Marwan Khammash
Bangor University
16.01
Maria Sääksjärvi
Delft University of Technology
12.02
Annouk Lievens
Antwerp University
16.02
Regina Gattringer
Johannes Kepler University of Linz
12.03
Guda Van Noort
University of Amsterdam
16.03
Jon Bingen Sande
BI Norwegian School of Management
12.04
Lynda Andrews
Queensland University of Technology
16.04
Tabea Huneke
European Business School
12.05
Gregory Bressolles
Bordeaux Business School
16.05
Estela Fernández
University of Murcia Sergio Román
12.06
Benjamin Julien Hartmann
Jönköping University
16.06
Anja Geigenmüller
Technical University Freiberg
12.07
Martin K. J. Waiguny
Alpen-Adria-University of Klagenfurt
17.01
Deva Rangarajan
Vlerick Leuven Ghent Management School
12.08
Tina Harrison
University of Edinburgh
17.02
Hartmut H. Holzmüller
Technical University Dortmund
12.09
Onur Bodur
Concordia University
12.10
Javier Cebollada
Navarre Public University
18.01
Katarina Hellen
13.01
Pierre Desmet
ESSEC Business School
Hanken Swedish School of Economics
13.02
Stefan Roth
University of Kaiserslautern
18.02
Johan Jansson
Umea University
18.03
Mirella Kleijnen
VU University Amsterdam
18.04
Michael Paul
Bauhaus-University Weimar
Track 16:
Retailing, Channel Management and Logistics
Track 17:
Sales Management and Personal Selling
Track 18:
Service Marketing
14.01
Edward Kasabov
University of Bath
18.05
Henning Kreis
Free University Berlin
14.02
Jan Landwehr
University of St. Gallen
18.06
14.03
Nathalie Fleck
Cergy-Pontoise University
Concepción VarelaNeira
University of Santiago de Compostela
14.04
Sebastian Arendt
RWTH Technical University Aachen
14.05
Michel Clement
University of Hamburg
14.06
Lucia Malaer
University of Bern
14.07
Pam Morrison
University of New South Wales
14.08
Marc Fetscherin
Rollins College
14.09
Thorsten Wiesel
University of Gronningen
14.10
Oliver Koll
University of Innsbruck
14.11
Katharina Petra Zeugner-Roth
Vlerick Leuven Gent Management School
14.12
Filipe Jorge Fernandes Coelho
University of Coimbra
15.01
Bernd Skiera
Goethe University Frankfurt
15.02
Lars Meyer-Waarden
Strasbourg University
15.03
Christof Backhaus
Technical University Dortmund
15.04
Roderick Brodie
University of Auckland
15.05
Monica Koller
Vienna University of Economics and Business
15.06
Alexander Rossmann
University of St. Gallen
Track 19:
Social Responsibility, Ethics and Consumer Protection Invited instead on may 10.
Track 20: Tourism Marketing
19.01
Fanny Reniou
Paris-Dauphine University
19.02
Jose Manuel Ortega Egea
University of Almeria
19.03
Daniela Schäfer
University of Basel
19.04
Rafael Bravo
Zaragoza University
19.05
Cristel Russel
University of Auckland
19.06
Mark Heitmann
Christian-Albrechts-University Kiel
19.07
Andrew Lindridge
Open University
20.01
Paulo Rita
IBS – ISCTE Business School
20.02
Juan L. Nicolau
Alicante University
20.03
Enrique Bigné Alcañiz
University of Valencia
20.04
Jürgen Gnoth
University of Otago
20.05
Brigitte Stangl
Vienna University of Business and Management
20.06
Therese Hedlund
Umeå University
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Session Chairs
The Six Senses: The Essentials of Marketing
Session Chairs
Special Interest Group Sessions (SIG) Invited Special Sessions (SpS)
39th EMAC Conference
Session SIG 7:
Sound Branding: How can Sound Contribute to Building Strong Brands? Session Chairs: Richard Jones, Copenhagen Business School; Suzanne C. Beckmann, Copenhagen Business School
Session SIG 1:
Session SIG 8:
Extending the Understanding of Product Quality: Recent Advances from the Area of Food Marketing
The Competent Consumer
Session Chairs: Jos Bartels, Wageningen University; Klaus G. Grunert, MAPP, Aarhus University; Joachim Scholderer, MAPP, Aarhus University
Session SIG 2:
Marketing and Design Session Chairs: Suzan Boztepe, Copenhagen Business School; Tore Kristensen, Copenhagen Business School
Session SIG 3:
Money makes the World go Around
Session Chair: Sabrina Bruyneel, Catholic University of Leuven
Session SIG 9:
Multichannel Retailing Session Chairs: Ingrid Poncin, SKEMA Business School, Univ. Lille Nord de France; Hugh Wilson, Crandfield University; Pieter Verhoef, University of Groningen
Session SIG 10:
Experiential and Sensory Marketing Session Chair: Bertil Hultén, Kalmar University College
Session Chair: Barbara Briers, Tilburg University
Session SIG 11:
Session SIG 4:
Dynamic Influences on Investors’ Decisions
Determinants of Consumers’ Attitudes to Healthy Food and Healthy Food Choices Session Chairs: Patricia Gurviez, AgroParisTech
Session SIG 5:
User-Generated Content
Session Chairs
Session Chairs: Ana Valenzuela, Baruch College; Gita Johar, Columbia University
Session SIG 12:
Stakeholder Marketing: Managing Multiple Stakeholder Relationships Session Chairs: Paul Driessen, Radboud University Nijmegen; Bas Hillebrand, Radboud University Nijmegen
Session Chair: Tom Van Laer, Maastricht University
Session SpS 1: Session SIG 6:
Virtual Stakeholder Dialogue in Interactive Marketing Session Chairs: Hans Mühlbacher, University of Innsbruck; Niels Kornum, Copenhagen Business School
Marketing and Health Session Chairs: Jaap Wieringa, University of Groningen; Philip Stern, University of Bangor
Session SpS 2:
Marketing Innovations Session Chairs: n.a.
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23rd EMAC Doctoral Colloquium
The Six Senses: The Essentials of Marketing
23rd EMAC Doctoral Colloquium
The European Institute for Advanced Studies in Management (EIASM) and the European Marketing Academy (EMAC) in collaboration with the Copenhagen Business School, are organising the 23rd Colloquium for doctoral students in marketing. The colloquium will be held in Copenhagen, Denmark from Sunday, 30 May until Tuesday, 1 June 2010, immediately prior to the EMAC Conference 2010. The colloquium provides outstanding doctoral students in marketing who want to pursue a career in academics with an opportunity to discuss their dissertation research with other doctoral students and leading academics in the field of marketing. All topics and methodological approaches within the broad field of marketing will be considered. The colloquium proceeds mostly in parallel tracks based on the topical and/ or methodological angle of participants’ work as well as on the stage of the dissertation process. Students discuss their work with their fellow students and with three track faculty, who are renowned experts in the field. Next to the presentations by the students, there are plenary faculty presentations and group discussions on issues such as: planning and managing a dissertation process, writing academic papers, getting research projects published, and the job market and career planning.
There are: - Three tracks for students in an intermediate or advanced stage of their dissertation process. Students in these tracks have a good knowledge of the literature in their domain of study and clear research. They benefit from the colloquium by subjecting the positioning of their research to a critical review, refining their data collection approach, and/or receiving suggestions for translating their work into papers that can be submitted to excellent journals. - Three tracks for students in an early stage of their dissertation process. Students in this track have a (tentative) proposal for the topic they want to study, the method they want to use, and the potential contribution. They benefit from suggestions on how to focus and position their work. In addition there are faculty presentations designed to help students plan and manage their dissertation process. For both the beginners’ and the advanced tracks the three different tracks are the following: 1. Strategy & Internet 2. Consumer Behavior 3. Marketing Mix Instruments The doctoral colloquium is held in a collaborative, open and friendly atmosphere.
39th EMAC Conference
Chair: Tammo H.A. Bijmolt, University of Groningen, The Netherlands
23rd EMAC Doctoral Colloquium
Marketing Mix Instruments • Demetrios Vakratsas, McGill University, Canada • Arnaud De Bruyn, ESSEC Business School, France
Co-Chairs:
Advanced Tracks
• Tammo Bijmolt, University of Groningen, the Netherlands (Advanced track, Marketing Mix Instruments) • Klaus Wertenbroch, INSEAD, France (Advanced track, Consumer Behavior) • Florian von Wangenheim, Technical University Munich, Germany (Advanced track, Strategy and Internet) • Demetrios Vakratsas, McGill University, Canada (Beginners’ track, Marketing Mix Instruments) • Rik Pieters, Tilburg University, the Netherlands (Beginners’ track, Consumer Behavior) • Thorsten Hennig-Thurau, University of Muenster, Germany (Beginner’s track, Strategy and Internet)
Strategy and Internet • Florian von Wangenheim, Technical University Munich, Germany; • Caroline Wiertz, Cass Business School, City University, London, UK
Faculty
Participants
Beginners Tracks
Beginners Track 1: Strategy & Internet
Strategy and Internet • Thorsten Hennig-Thurau, University of Muenster, Germany • Ajay Kohli, Georgia Tech College of Management, USA • Jenny van Doorn, University of Groningen, The Netherlands Consumer Behavior • Rik Pieters, Tilburg University, The Netherlands • Hans Baumgartner, Penn State University, USA • Stefano Puntoni, Erasmus University Rotterdam, The Netherlands
Consumer Behavior • Klaus Wertenbroch, INSEAD, France • Tom Meyvis, New York University, USA • Bob Fennis, Utrecht University / University of Groningen, The Netherlands Marketing Mix Instruments • Tammo Bijmolt, University of Groningen, The Netherlands • Thomas Otter, Goethe University Frankfurt, Germany
CANUTO, Jaqueline (IBS - ISCTE -Business School, Lisboa, Portugal) The Influence of Happiness And Trust On Consumers’ Loyalty In Social Virtual Worlds:A Conceptual Model With Moderating And Mediating Variables For Online Environments IOSUB, Daniela (Iasi University “Al. Ioan Cuza”, Romania) Learning To Support A Social Cause In Social Networking Sites
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23rd EMAC Doctoral Colloquium
The Six Senses: The Essentials of Marketing
LUDWIG, Stephan (Maastricht University, the Netherlands) Stimulating Valuable Community Engagement: The Impact Of Social Identification Trajectories On Community Members’ Engagement
XUN, Jiyao (Nottingham University, U.K.) When Relationship Really Matters: A Cross-Cultural Study of Online Dating Site User’s Goal-Directed Emotions and Relationships with Service Providers
MICEVSKI, Milena (Loughborough University, U.K.) An Investigation Of The Marketing And Sales Interface: An Exchange Relationship Perspective
ZAGORSKAYA, Daria (St.Petersburg State University, Russia) Top of Form Relationship Marketing As A Means Of Supporting Innovation-Related Processes Within Industrial Companies
NAGY, Gabor (Corvinus University of Budapest, Hungary) Examining The Effect Of The Competitive Environment On Market OrientationPerformance Relationship Using A MetaAnalytical Approach SCHERER, Anne (Technische Universitaet Muenchen, Germany) Do Self-Services Really Pay Off? An Examination Of The Behavioral Consequences Of Self-Service Usage Compared To Personal Service Usage SLOT, Johanna H. (Tilburg University, the Netherlands) Supplier And Customer Involvement In High-Tech New Product Development SZÖCS, Ilona (Vienna University of Economics And Business Administration, Austria) The Impact Of Disaggregated Corporate Philanthropy On Corporate Reputation TÖLLNER, Alke (Dortmund University, Germany) Extra-Role Behavior In Buyer-Seller Relationships: Scale Development, Antecedents, And Consequences VON WALTER, Benjamin (University of St Gallen, Switzerland) Employees, Negative Publicity, And CoWorkers: A Case Of Uncertainty Reduction?
Beginners Track 2: Consumer Behavior
39th EMAC Conference
HAAS-KOTZEGGER, Ursula (Vienna University Of Economics And Business Administration, Austria) The Effect Of Product-Harm Crises On Purchase Intent MORIUCHI, Emi (Manchester Business School, U.K.) Bicultural Frame Switching And Decision-Making:A Cross-Cultural Analysis Of Japanese Immigrants And JapaneseAmericans In Hawaii ORQUIN, Jacob (Aarhus School of Business, Denmark) Increasing The Effectiveness Of Health Cues, Health Claims, And Utrition Labels On Product Packages
AKPINAR, Ezgi (Erasmus University Rotterdam/ Rsm Erasmus University, the Netherlands) Transmission of Negative Publicity: The Impact Of Personal Relevance And SelfConstrual Of Consumers
QUASCHNING, Simon (University College Ghent & Ghent University & Ghent University , Belgium) The Influence Of Uncertainty On Pre- And Post- Decision Processes
BAUER, Martina (Innsbruck University, Austria) Transitions As Dynamic Movements: A Life Cycle Perspective
UYTTERSPROT, Ineke (University College Ghent & Ghent University & Ghent University , Belgium) The Influence Of Marketing Actions And Strategies On Attitude Strength
CARDIGO, Cristina (IBS - ISCTE -Business School, Lisboa, Portugal) The Adoption of Ethical Consumption Practices: From Values To Actions
VAN DE SOMPEL, Dieneke (University College Ghent & Ghent University & Ghent University , Belgium) Prevention, Promotion? It’s In The Game
CLAEYS, An-Sofie (Royal Military Academy Brussels, Belgium) When To Say What During Crisis Situations: Experimental Tests Of The Situational Crisis Communication Theory (Scct) And Stealing Thunder DÖRNYEI, Krisztina (Corvinus University of Budapest, Hungary) Information Content Of Food Product Labels
23rd EMAC Doctoral Colloquium
BERLEMANN, Benedikt (Cologne University, Germany) Marketing National Brands Exclusively Through A Retailer: Drivers And Detractors CORNELIS, Erlinde (University College Ghent & Ghent University, Belgium) The Effectiveness Of Different Message Strategies In Health Risk Communication DA SILVEIRA, Catherine (Universidade Nova De Lisboa, Portugal) Conceptualizing Brand Identity: A Dynamic Perspective DUNES, Mathieu (Paris-Dauphine University - Paris IX, France) Brand Management System And Market Orientation: Impact On Brand Performance ECKARDT, Sabine (Mannheim University, Germany) How To Successfully Communicate With Political Decision-Makers – Examining Inside Lobbying Of Interest Groups ERMER, Beatrice (Leipzig Graduate School of Management, Germany) Brand Identity-Oriented Optimization of Live Communication – An Analysis Of Multi-Sensory Effects Of Trade Fair Presences
WIEBENGA, Jacob (Groningen University/Faculty of Economics) Stimulating Customer Loyalty By ShortTerm Programs
KOPETZKY, Markus (Paderborn University, Germany) Turning Demons Into Angels: The Application Of Behavioural Pricing Concepts In Managing Customer Misbehaviour
Beginners Track 3: Marketing Mix Instruments
PALLAS, Florian (Muenster University, Germany) Who Is To Blame? – An Attributional Approach To Partitioned Pricing
ACKERMANN, Sebastian (Munich University of Technology, Germany) Search Advertising: Spill Over And Interaction Effects
PENNEMANN, Karin (Trier University, Germany) Interaction Of Corporate And Product Brand Image: A Cross Cultural Experiment
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23rd EMAC Doctoral Colloquium
POSNER, Tobias (Paderborn University, Germany) Having Too Many Irons in The Fire? Using Person-Environment Fit Theory For Understanding Salesperson Performance In A Multi-Brand Sales Setting WIESEL, Stefan (Vienna University of Economics And Business Administration, Austria) Brand Equity: A Retailer’s Perspective
Advanced Track 1: Strategy & Internet BANERJEE, Sourindra (Cambridge University / Judge Institute of Management Studies, U.K.) Going Global: Why Some Firms from Emerging Markets Are More Successful At Internationalization Than Others FARAJI-RAD, Ali (BI Norwegian School of Management, Norway) The Impact Of Negative Online Reviews: When Does Reviewer Similarity Make A Difference? HERHAUSEN, Dennis (University of St Gallen, Switzerland) Creating A Proactive Market Orientation: On Its Organizational Antecedents, Contingency Factors and Consequences LOBSCHAT, Lara (Cologne University, Germany) The Effect of Online Advertising on Offline Sales: Ad-Type And Cross-Category Effects RESTUCCIA, Mariachiara (HEC Montreal, Canada) Interfirm Relationships In The New Product Development Process: The Role Of Distributors SCHUETZE, Marcus (Mannheim University, Germany) Corporate Social Performance, Brand and Analyst Stock Recommendation
The Six Senses: The Essentials of Marketing
39th EMAC Conference
SUWELACK, Thomas (Muenster University, Germany) The Behavioral Impact Of Money-Back Guarantees In Different Purchase Environments
KNOLL, Silke (European University Viadrina, Germany) Marketing`S Influence On Consumer`S Quality Of Life Across Time And Nations
WAGNER, Olivia (Innsbruck University, Austria) Implementing The Communication Concept At The Customer-Company And Employee-Company Interface: The Role Of Image, Identity And Identification In A High-Contact Service Industry
LANGER, Alexandra (Berlin Free University, Germany) Locked To A Decision – What Drives Consumer Path Dependence?
Advanced Track 2: Consumer Behavior CLAUS, Bart (KUL - Leuven Catholic University, Belgium) Once Bitten, Twice Shy: Attitudes Towards Humans Spill Over To Anthropomorphic Products DE LANGHE, Bart (Erasmus University Rotterdam/ RSM Erasmus University, the Netherlands) Covariation Judgments Under Homoscedastic And Heteroscedastic Uncertainty EELEN, JISKA (KUL - Leuven Catholic University, Belgium) Embodied Product Preferences: The Flexibility of The Motor Fluency Effect KLEINSASSER, Sabine (Vienna University of Economics And Business Administration, Austria) Sustainable Consumerism And The Influence Of Information On Awareness And Consumers’ Purchase Decision KLESSE, Anne-Kathrin (Maastricht University, the Netherlands) Feeling Limited When Less Evokes More
MINIERO, Giulia (Bocconi University, Italy) Power And Compromise Choice
Advanced Track 3: Marketing Mix Instruments ERZ, Antonia (University of St Gallen, Switzerland) ‘It’s Innovative – I Like It!”: Exploring Consumers’ Perceptions Of Innovativeness, Complexity, And Incongruity In An Advertising Context HORN, Carmen (Cologne University, Germany) Effects Of Price Promotions On Reference Prices LIN, Didi (Tilburg University, the Netherlands) The Consumer Welfare Implications Of Assortment Changes MAYSER, Sabine (Munich University of Technology, Germany) Perceived Fairness Of Customer Prioritization And Customer Divestment In B2c Markets MÜLLER, Sarah (Hamburg University, Germany) Design Of Cause-Related Marketing Campaigns
23rd EMAC Doctoral Colloquium
RENARD, Damien (Paris-Dauphine University, France) What Are The Effects Of Participation In A Promotional Game On Brand Equity? SCHEFFLER, Constance (Erlangen-Nuernberg University, Germany) Consumer Price Dynamics - Theoretical And Empirical Analysis For Fast Moving Consumer Goods Categories VANNESTE, Sofie (University College Ghent & Ghent University, Belgium) The Citation Rewards To Challenging Commonly Held Beliefs: An Empirical Test Of Interesting Propositional Forms
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Tracks
The Six Senses: The Essentials of Marketing
Conference Programme Overview Tuesday, 1 June Time 09:00-10:15 10:15-10:45 10:45-12:00 12:00-14:00 14:00-15:40 15:40:16:00 16:00-17:00 18:00-20:00
Main programme
Special Sessions
Meetings Ad hoc Steering Committee Meeting Time: 10:00-12:00 Room: D.4. Hans Cavalli
Doctoral Colloquium Kilen, Kilevej 18, Frederiksberg Metro Station: Fasanvej
Lunch For participants in Doctoral Colloquium and Executive Committee Meeting. Solbjerg Plads 3, 2nd Floor Registration at CBS in the Main Hall Job Market Time: 14:00-17:00 Solbjerg Plads 3, Frederiksberg Room: SP.2.07 Metro Station: Frederiksberg
Executive Committee Meeting Time: 14:00-17:00 Room: D.4. Augustinus
Welcome Reception Copenhagen City Hall (Rådhuset), City Hall Square, Copenhagen. Participants are to find their own way to the City Hall (see map on page 12-13)
Wednesday, 2 June 09:00-10:15 10:15-10:45 10:45-12:25 12:25-14:00 14:00-15:40 15:40:16:00 16:00-17:40 17:45-18:45
Competitive Papers, SIG Coffee Break Competitive Papers, SIG Lunch Canteen: Ground Floor and 2nd Floor Competitive Papers, SIG Meet the Editors, Room SP.2.02 Coffee Break Competitive Papers, SIG IJRM board Room: D.4 Augustinus
Head of Marketing Forum Room: D.2.20
Thursday, 3 June 09:00-10:15 10:15-10:45 10:45-12:25 12:25-14:00 14:00-15:40 15:40:16:00 16:00-17:40 17:45-18:45 18:00-20:00
How to read the Programme Competitive Papers, Special Interest Groups and Invited Special Sessions All the competitive paper sessions are coded by the following pattern: •
The first number refers to the track, the second number is the session Example: 03.09 (03 = Consumer Behaviour; 09 = ninth session of track)
•
Sessions primarily run in one room. If more than 12 sessions, in two rooms
•
Most sessions take place on the ground floor Rooms: SP.s.01, SP.s.03, SP.s.05, SP.s.07, SP.s.08, SP.s.10, SP.s.12, SP.s.14, SP.s.16
•
Some sessions take place on the second floor Rooms: SP.2.02, SP.2.05, SP.2.07, SP.2.10, SP.2.16
Track Job Market Room: SP.2.07
Competitive Papers, SIG Coffee Break Competitive Papers, SIG, SpS Poster Session 11.30 - 13:30 Lunch: Canteen: Ground Floor and EMAC Fellow Meeting Main Hall 2nd Floor Room: D.2.20 Competitive Papers, SIG, SpS Meet the Editors, Room SP.2.02 Coffee Break Competitive Papers, SIG General Assembly Job Market Room: SP.s.01 Room: SP.2.07 Copenhagen Sightseeing – from the Waterfront (Boat Tour of Copenhagen Harbour/Canals) Departure from CBS, Solbjerg Plads 3 Metro Station: Frederiksberg to Christianshavn. Tour ends in Nyhavn (see map on page 12-13)
01: Advertising, Promotion and Marketing Communication 02: Business-to-Business Marketing and Networks 03: Consumer Behaviour
12:25-14:00
Lunch Canteen: Ground Floor and 2nd Floor
14:00-15:40
Competitive Papers and SIG
15:40:16:00
Coffee Break
16:00-17:40
Competitive Papers and SIG
18:30-02:00
Gala Dinner Øksnehallen (The Old Meat Market Hall), located at Halmtorvet 11, Copenhagen
EMAC McKinsey Dissertation Award Committee Meeting Room: D.2.20 Inaugural EMAC Distinguished Marketing Scholar Award 2010 Room: SP.2.02
SP.s.07 SP.s.01 & SP.s.10
SP.s.12
06: Marketing in Emerging and Transition Economics
2 sessions
SP.2.05
SP.s.08
07: Marketing of Public and Non-Profit Organisations
5 sessions
SP.s.03
08: Marketing Research and Research Methodology
4 sessions
SP.s.08
09: Marketing Strategy and Leadership
3 sessions
SP.s.14
10: Marketing Theory
2 sessions
SP.s.03
11: Modelling and Forecasting
3 sessions
SP.s.03
10 sessions
SP.2.05
2 sessions
SP.s.03
12 sessions
SP.s.16
12: New Technologies and E-Marketing
15: Relationship Marketing
6 sessions
SP.s.07
16: Retailing, Channel Management and Logistics
6 sessions
SP.2.10
17: Sales Management and Personal Selling
2 sessions
SP.s.07
18: Service Marketing
6 sessions
SP.s.14
19: Social Responsibility, Ethics and Consumer Protection
7 sessions
SP.s.10
20: Tourism Marketing
6 sessions
SIG: Special Interest Groups Track (SIG) Job Market Room: SP.2.07
15 sessions
6 sessions
14: Product and Brand Management
Competitive Papers, SIG
SP.s.05
4 sessions
7 sessions
09:00-10:15 10:15-10:45 10:45-12:25
Room
04: Innovation and New Product Development
13: Pricing and Financial Issue in Marketing
2010 EMAC McKinsey Marketing Dissertation Award Room: SP.2.02
Sessions 12 sessions
05: International and Cross-Cultural Marketing
Friday, 4 June Competitive Papers and SIG Coffee Break
Schedule Overview
39th EMAC Conference
SpS: Invited Special Sessions (SpS)
12 sessions 2 sessions
SP.s.12 SP.2.10 & SP.2.16 SP.2.16
In the detailed programme you will under each session find paper titles, abstracts, names of authors/co-authors, room numbers and names of session chairs.
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Schedule Overview
The Six Senses: The Essentials of Marketing
Schedule Overview
39th EMAC Conference
Conference Programme Overview Competitive Papers, SIG, SpS Wednesday, 2 June 2010 Time/Location
SP.s.01
SP.s.03
SP.s.05
SP.s.07
SP.s.08
SP.s.10
SP.s.12
09:00-10:15
03.01
07.01
01.01
15.01
04.01
19.01
20.01
10:15-10:45
Coffee Break
10:45-12:25
03.02
12:25-14:00
Lunch
14:00-15:40
03.03
07.02
SP.s.14
SP.s.16
SP.2.05
SP.2.10
14.01
12.01
16.01
SP.2.16
Coffee Break 01.02
15.02
04.02
19.02
20.02
10:15-10:45
09.01
14.02
12.02
16.02
SIG 1
10:45-12:25
18.01
14.03
12.03
SIG 2
SIG 3
14:00-15:40
14.04
12.04
SIG 4
SIG 5
16:00-17:40
SP.2.16
Lunch 10.01
15:40-16:00
Coffee Break
16:00-17:40
03.05
10.02
01.03
02.01
04.03
03.04
01.04
02.02
08.01
03.06
SP.s.08
05.01
Time/Location 09:00-10:15
12:25-14:00
Coffee Break 05.02
18.02
SP.s.10
SP.s.12
SP.s.14
19.03
20.03
15:40-16:00
Thursday, 3 June 2010 Time/Location
SP.s.01
09:00-10:15
SP.s.03
SP.s.05
SP.s.07
07.03
01.05
15.03
01.06
15.04
10:15-10:45
Coffee Break
10:45-12:25
03.07
07.04
SP.2.05
SP.2.10
12.05
16.03
12:25-14:00
Lunch and Poster Session (11:30-13:30) 03.08
15:40-16:00
Coffee Break
16:00-17:40
03.10
01.07
02.03
08.02
19.04
04.04
03.09
20.04
09.02
14.06
06.01
16.04
SpS 1
10:45-12:25
SIG 6
SpS 2
14:00-15:40
10:15-10:45
Lunch and Poster Session (11:30-13:30) 05.03
18.03
Time/Location 09:00-10:15
Coffee Break
14:00-15:40
13.01
SP.s.16 14.05
14.07
06.02
12:25-14:00
Coffee Break
15:40-16:00
13.02
01.08
02.04
04.05
03.11
05.04
18.04
14.08
12.06
SIG 7
SIG 8
16:00-17:40
SP.s.03
SP.s.05
SP.s.07
SP.s.08
SP.s.10
SP.s.12
SP.s.14
SP.s.16
SP.2.05
SP.2.10
SP.2.16
Time/Location
07.05
01.09
17.01
08.03
19.05
14.09
12.07
Friday, 4 June 2010 Time/Location
SP.s.01
09:00-10:15 10:15-10:45
Coffee Break
10:45-12:25
03.12
12:25-14:00
Lunch
14:00-15:40
03.13
20.05
09:00-10:15
Coffee Break
11.01
01.10
17.02
08.04
19.06
11.02
01.11
15.05
04.06
19.07
01.12
15.06
04.07
03.15
20.06
10:15-10:45
09.03
14.10
12.08
SIG 9
SIG 10
10:45-12:25
18.05
14.11
12.09
16.05
SIG 11
14:00-15:40
14.12
12.10
16.06
SIG 12
16:00-17:40
Lunch
15:40-16:00
Coffee Break
16:00-17:40
03.14
11.03
05.05
12:25-14:00
Coffee Break 05.06
18.06
15:40-16:00
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Awards
The Six Senses: The Essentials of Marketing
39th EMAC Conference
Awards
2010 EMAC McKinsey Marketing Dissertation Award
Inaugural EMAC Distinguished Marketing Scholar Award 2010
Friday, 4 June, 10:45-12:25 Room: SP.2.02
Friday, 4 June, 14:00-15:40 Room: SP.2.02 Session Chair: Professor Gary L. Lilien
A new generation of marketing experts is developing the theories and tools that will shape the future of our field. The Marketing Dissertation Award, initiated by EMAC and McKinsey & Company, recognizes and encourages this emerging talent. This distinguished award is being presented in 2010 for the second time and is presented annually.
EMAC is proud to present the two inaugural EMAC Distinguished Marketing Scholars:
The top three finalists are honoured with cash prizes:
This annual award is the highest honour a marketing scholar with extensive connections with EMAC can receive. The two main criteria for the award are:
1st Place: € 2nd Place: € 3rd Place: €
€ 7,000 € 3,000 € 1,000
The three finalists selected are:
Eva Blömeke, University of Hamburg, Germany Should they stay or should they go? Reactivation and Termination of Low-Tier Customers: Effects on Satisfaction, Word-of-Mouth, and Purchases
Maarten Gijsenberg, K.U. Leuven, Leuven, Belgium Timing is Money. In Search of the Role of Timing in Marketing Decisions and Effectiveness
Steven Sweldens, RSM Erasmus University, Rotterdam, Netherlands Evaluative Conditioning can Forge Direct and Indirect Affective Responses to Brands
Professor Peter Leeflang and Professor Berend Wierenga
(1) Outstanding marketing scholarship as reflected in extensive, impactful research contributions and (2) Outstanding contributions to EMAC. Nominations were invited from individual EMAC members and marketing departments. The Award Committee members were Gary Lilien (Chair), Gilles Laurent and Don Lehmann. The award recipients will each present a lecture and engage the audience in discussion. We hope the EMAC conference participants will make a special effort to attend these lectures!
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Special Interest Groups (SIG)
The Six Senses: The Essentials of Marketing
39th EMAC Conference
Special Interest Groups (SIG)
SIG 2:
Special Interest Group Groups (SIG) SIG 1:
Extending the Understanding of Product Quality: Recent Advances from the Area of Food Marketing Wednesday, 2 June, 10:45-12:25 Room: SP.2.16 Session Chairs: Jos Bartels, Wageningen University Klaus G. Grunert, Aarhus University Joachim Scholderer, Aarhus University Abstract: Although the 39th EMAC Conference has the theme “The Six Senses: The Essentials of Marketing”, sensory research is actually quite rare in marketing. The main exception is the area of food marketing, where sensory research has always had a prominent role in consumer research, new product development, and quality management. In recent years, sensory scientists and marketing researchers have been working towards an extended understanding of food quality that can resolve traditional demarcations in terms of theory, methodology, and application in business practice. We believe that other areas of marketing can profit from such integrative efforts, too. The session will consist of five papers:
Quality as a Bridging Concept Klaus G. Grunert, Aarhus University
Product-Person-Environment Fit: an Interactionist Approach Joachim Scholderer, MAPP, Aarhus University
Social Identity Issues and the Marketing and Adoption of New Food Products Jos Bartels, Wageningen University
The Social Aspects of Food Quality Yanfeng Zhou, School of Business
Integrating Quality across the Senses Derek V. Byrne, University of Copenhagen
Marketing and Design Wednesday, 2 June, 14:00-15:40 Room: SP.2.10 Session Chairs: Suzan Boztepe, Copenhagen Business School Tore Kristensen, Copenhagen Business School Abstract: This SIG focuses on the interplay between marketing and design and the role of design in everyday consumption. Topics of interest include, but are not limited to consumer experience, design and branding, design of marketing elements, design approaches to marketing research and communication, design driven innovation, strategic design and marketing, and new product development.
Brand Challenges for Design and Marketing Margaret Bruce, Manchester Business School Stephen Glennon, Manchester Business School
Design for All: A Marketing Management Model to Enhance the Competitive Edge Isa Moll, ESADE Jordi Montana, ESADE
Collage of Collages: Electronic Collages for Generating New Product Ideas Dóra Horváth, Corvinus University of Budapest Ariel Mitev, Corvinus University of Budapest
Aesthetic Product Design from a Behavioral, Neural, and Psychological Perspective Martin Reimann, University of Southern California Carolin Neuhaus, University of Bonn Thomas Bender, Technical University of Freiberg Bernd Weber, University of Bonn Judith Zaichkowsky, Copenhagen Business School
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Special Interest Groups (SIG)
The Six Senses: The Essentials of Marketing
39th EMAC Conference
Special Interest Groups (SIG)
SIG 3:
SIG 4:
Money Makes the World Go Around
Determinants of Consumers’ Attitudes to Healthy Food And Healthy Food Choices
Wednesday, 2 June, 14:00-15:40 Room: SP.2.16 Session Chair: Barbara Briers, Tilburg University Abstract: This session likes to present four papers that investigate the role of the sixth sense: MONEY. Technically-speaking, money serves as a medium of exchange, a measure of wealth, and a means of payment. Yet the ways that consumers think and feel about money and how and when they choose to spend it have implications that extend beyond its economic purposes. Depending on the situation, money can (1) dampen the experience of pain, (2) make people self-focused and unlikable, (3) enhance creative behavior, and (4) lead to a stronger selfpositivity bias. The objective of this session is to present emerging research that examines how thoughts and feelings about money can alter people’s perceptions and behaviors, with the aim of discussing how such patterns can influence marketing practices and consumer behavior.
Money is More than a Financial Resource: Merely Thinking about Money Lessens Pain Kathleen D. Vohs, University of Minnesota Xinyue Zhou, Sun Yat-Sen University Roy F. Baumeister, Florida State University
There’s No “You” in Money: Reminders of Money Reduce People’s Motivation to be Socially Accepted Nicole L. Mead, Tilburg University Eugene M. Caruso, University of Chicago Roy F. Baumeister, Florida State University Kathleen D. Vohs, University of Minnesota
Money and Creativity
Wednesday, 2 June, 16:00-17:40 Room: SP.2.10 Session Chair: Patricia Gurviez, AgroParisTech Abstract: The purpose of this special interest group is to better understand the role of attitude toward healthy food and health food choice, including its determinants, by offering the opportunity of exchanging on recent research (both qualitative and quantitative) on consumer information search and perception about healthy food, through four papers dealing with information seeking behaviour (1), nutrition choice (2), background attitudes and healthrelated motives (3), moral and ethical concern (4).
Consumers’ Health Information Seeking Behaviour in the Food Market Torben Hansen, Copenhagen Business School Thyra Uth Thomsen, Copenhagen Business School Suzanne C. Beckmann, Copenhagen Business School Heidi Boye, Copenhagen Business School
Consumer Reactions to Nutrition and Health Claims: Role of Background Attitudes and Health-related Motives Wim Verbeke, University College Ghent & Ghent University & Ghent University
Nutrition Choice in Everyday Life: a Heuristics Approach to Understanding Consumers’ Evaluations of Food Products Pierrick Gomez, Université Paris Dauphine
Jia Liu, University of Groningen Dirk Smeesters, Rotterdam School of Management
Does Food with Health Claim fit with Ethical and Health Concerns of the Consumers?
Capitalism Breeds Invincibility
Patricia Gurviez, AgroParisTech Marie-Laure Mourre, IRG-University Paris East
Bram Van den Bergh, Rotterdam School of Management Barbara Briers, Tilburg University
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Special Interest Groups (SIG)
The Six Senses: The Essentials of Marketing
39th EMAC Conference
Special Interest Groups (SIG)
SIG 5:
SIG 6:
User-Generated Content
Virtual Stakeholder Dialogue in Interactive Marketing
Wednesday, 2 June, 16:00-17:40 Room: SP.2.16 Session Chair: Tom van Laer, Maastricht University
Thursday, 3 June, 14:00-15:40 Room: SP.2.10 Session Chairs: Hans Mühlbacher, University of Innsbruck Niels Kornum, Copenhagen Business School
Does Facebook Marketing Pay? Utpal M. Dholakia, Rice University Emily Durham, Restaurant Connections
The Twitter Effect: Investigating the Impact of Real-Time Electronic Word-of-Mouth on the Success of Short Life Cycle Products Thorsten Hennig-Thurau, Bauhaus University Weimar Caroline Wiertz, City University London
Affect and Advocacy conveyed in UGC: When does UGC become Effective? Stephan Ludwig, Maastricht University Elisabeth Brüggen, Maastricht University Niels Schillerwaert, Vlerick Leuven Gent Management School
Abstract: The session provides further insights on which stakeholders may play what roles with what impact in Web 2.0 company-related communication. Findings of investigations into potential roles of marketers in that communicative interaction are discussed and conclusions drawn for further research needs. Presentations in the session will report investigations on the impact changes in market communication paradigm, on marketing research processes and findings.
Talking to Creative Consumer Crowds in the Age of Networked Marketing Andrea Hemetsberger, University of Innsbruck Robert V. Kozinets, York University
The Darkside of Co-Creation – How to deal with angry Community Members?
The Truth is Out There. How other-focus Differentially Impacts Perceived Responsibility for Negative User-Generated Content
Johann Füller, University of Innsbruck and Hyve AG Johannes Gebauer, University of Innsbruck and Hyve AG
Tom van Laer, Maastricht University Ko de Ruyter, Maastricht University
Social Discourse Theory and Inquiry into Multi-Stakeholder Co-Creation of Brand Meaning Christine Vallaster, University of Applied Sciences Sylvia von Wallpach, University of Innsbruck Leslie de Chernatony, University of Lugano
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Special Interest Groups (SIG)
The Six Senses: The Essentials of Marketing
39th EMAC Conference
SIG 7:
SIG 8:
Sound Branding: How can Sound contribute to Building Strong Brands?
The Competent Consumer
Thursday, 3 June, 16:00-17:40 Room: SP.2.10 Session Chairs: Richard Jones, Copenhagen Business School Suzanne C. Beckmann, Copenhagen Business School Abstract This special interest group session brings together a number of papers examining the ways in which sound impacts and sustains branding strategies. As one of the 5 (or 6) senses, sound has been underdeveloped as a brand resource and remains an under researched area. Sound provides important cognitive and emotional cues about the brand and has been strongly linked to helping consumers remember brands. The papers aim to give answers and raise debate about the issues such as how to measure consumer response to sound, aligning sound with brand personality and values, investigating intermodality effects of sound and other sensory brand cues, and a number of implementation issues in relation to brand strategy and organisational sound governance.
Quantifying the Perceptual Characteristics of Sound Logos
Special Interest Groups (SIG)
Thursday, 3 June, 16:00-17:40 Room: SP.2.10 Session Chair: Sabrina Bruyneel, Catholic University of Leuven Abstract: Although academic research is supposed to be neutral with respect to societal stakeholders, marketing Adepartments traditionally study issues that are relevant to managers. This special interest group wants to study things from a different perspective. We want to focus on ‘consumer competence’, which refers to the ability, knowledge, and skills required to make ‘good’ (as in ‘utility-maximizing’) consumer decisions. Consumer competence is a multi-faceted issue to study. The present special interest group aims at bringing together and discussing several lines of research that each address the issue of consumer competence in their own unique way.
Categorization by Groups Rebecca W. Hamilton, University of Maryland Stefano Puntoni, Erasmus University Nader T. Tavassoli, London Business School
Nick Zacharov, DELTA SenseLa Guillaume Le Ray, DELTA SenseLab Jesper Ramsgaard, DELTA SenseLab
Emotivational Self-Control
The Cross Modal Potential of Sound and Sound Logos
Product Proliferation and Consumer Willingness to Pay
Charles Spence, University of Oxford
Sabrina Bruyneel, K.U.Leuven Baba Shiv, Stanford University
Listen Up! - Implementing Sound Strategies in Corporate Brands
Marco Bertini, London Business School Luc Wathieu, ESMT Berlin Sheena S. Iyengar, Columbia University
Søren Holme, Sonic Branding Karsten Kjems, Sonic Branding
Take it Easy: A Metacognitive Account of Choice Regret
Sound Brand Governance: Implementation of Sound in the Organisation Richard Jones, Copenhagen Business School Søren Holme, Sonic Branding
Yoel Inbar, Harvard University Simona Botti, London Business School Karlene Hanko, Richard Day Research
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Special Interest Groups (SIG)
The Six Senses: The Essentials of Marketing
39th EMAC Conference
SIG 9:
SIG 10:
Multichannel Retailing
Experiential and Sensory Marketing
Friday, 4 June, 10:45-12:25 Room: SP.2.10 Session Chairs: Ingrid Poncin, Univ. Lille Nord de France Hugh Wilson, Crandfield University Pieter Verhoef, University of Groningen
Friday, 4 June, 10:45-12:25 Room: SP.2.16 Session Chair: Bertil Hultén, Linneaus University
Abstract: Multichannel retailing is now the norm rather than exception and is considered as essential to sustain growth in the current competitive environment (Wind and Mahajan, 2002). Thus we find ourselves in a multichannel world. Overall, providing a multichannel experience to customers has the potential to improve two critical aspects of CRM: customer retention and customer growth. Multichannel encounters with the customer provide multiple and different opportunities to stimulate every sense of the consumer. This special session therefore gets to the heart of current marketing concerns as outlined in the conference theme. Despite the huge potential, we still know little about the way to adequately manage the multichannel retailing strategy from a retailer perspective. Moreover, there is a big gap in practitioners’ understanding of what might influence multichannel consumer behaviour. This issue, until recently, was a black box to academic scholars as well. This track proposal is composed of five research papers.
U-Virtual Sales Agents: Ubiqity as the New Challenge for Multichannel Retailing Mohammed Slim Ben Mimoun, Univ. Lille Nord de France Ingrid Pocin, Univ. Lille Nord de France Marion Garnier, Univ. Lille Nord de France
How Multichannel Behavior May Impact Customer Perception of In-Store Environment Régine Vanheems, Sorbonne University
Using Overall Impression Measurement to Stimulate Multi-Channel Buying Behaviors Ingrid Pocin, Univ. Lille Nord de France Michel Felix, Univ. Lille Nord de France
The Real-Time Evolution of Multichannel Brand Engagement Hugh Wilson, Crandfield University Emma K. MacDonald, Cranfield University
The Effect of Channel Elimination on Customer Behavior: Less Channeling Activities in Catalog Retailing Industry Umut Konus, Eindhoven University of Technology Peter C. Verhoef, University of Groningen Scott A. Neslin, Dartmouth College
Special Interest Groups (SIG)
Abstract: Experiential and sensory marketing as emerging research areas has received attention among researchers (e.g. Holbrook and Hirschmann, 1982; Holbrook, 1999; Schmitt, 1999; Brakus et al 2009; Hultén et al, 2009; Krishna, 2009; Hultén, 2010; Jansson-Boyd, 2010). The track discusses and investigates the concepts of brand experiences, human senses and multi-sensory perceptions in a marketing perspective as well as a psychological perspective. It is an important challenge for the track to bring these two perspectives together and present some examples of the State-of-the Art in contemporary research.
When Vision Guides Touch: Aesthetic Evaluation of Novel Stimuli Cathrine Jansson-Boyd, Anglia Ruskin University
Experiential Attributes and Preference Judgments: The Role of Processing Fluency Joško Brakus, Brunel Business School Bernd Schmitt, Columbia Business School Shi Zhang, n.a.
The Influence of Smell and Vision upon Touch Bertil Hultén, Linneaus University
Multi-Sensory Design Charles Spence, Oxford University
The Importance of Brand Experiences for Understanding the Communication Effects of Events Lia Zarantonello, Bocconi University Bernd H. Schmitt, Columbia Business School
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Special Interest Groups (SIG)
The Six Senses: The Essentials of Marketing
39th EMAC Conference
Special Interest Groups (SIG)
SIG 11:
SIG 12:
Dynamic Influences on Investors’ Decisions
Stakeholder Marketing: Managing Multiple Stakeholder Relationships
Friday, 4 June, 14:00-15:40 Room: SP.2.16 Session Chairs: Ana Valenzuela, Baruch College Gita Johar, Columbia University
Friday, 4 June, 15:00-17:40 Room: SP.2.16 Session Chairs: Paul Driessen, Radboud University Nijmegen Bas Hillebrand, Radboud University Nijmegen
Abstract: Behavioral finance theory suggests that individuals’ investments decisions will, to a certain extent, be affected by characteristics of their personal psychology and what are said to be irrational biases. Nonetheless, despite the importance of understanding the determinants of investors’ decisions, and the growing interest in them in consumer research, relatively little research work has examined the effect of the decision-maker’s personal psychology, self-expressive needs and heuristic approaches on actual investment/trading decisions. The three papers in this special session are a step forward in such an investigation since they explore the theoretical intersection between product and investor characteristics and behavioral tendencies in the determination of trading/ investment decisions.
Abstract: While in the early years marketing was regarded as dealing with traditional exchange relationships between a supplier and a customer, later it became apparent that managing the exchange relationships between the organization and its suppliers, government agencies, trade unions and NGOs may also be regarded as marketing. While this notion is generally acknowledged by marketing academics, they tend to focus only on the relationships with customers. This session explores stakeholder marketing, i.e. the management of multiple stakeholder relationships, which are often interdependent in a network. Presentations include a theoretical contribution as well as empirical studies in the contexts of corporate social responsibility, brands, and new product development.
The Effect of Anticipated and Experienced Regret and Pride on Investors’ Future Selling Decisions
Understanding Stakeholder-Company Relationships: A Stakeholder Identification Perspective
Carmen Lee, VU University Roman Kraeussl, VU University Leo Paas, VU University
Daniel Korschun, Drexel University
The Behavioral Dimensions of Trading: Proximal and Distal Influences on Performance Stephen Gould, Baruch College Ana Valenzuela, Baruch College Luke Kachersky, Fordham University Richard Holowczak, Baruch College
Personalities of Financial Products Priya Raghubir, New York University Meir Statman, Santa Clara University
Using Corporate Social Responsibility to Strengthen Employee and Customer Relationships Daniel Korschun, Drexel University C.B. Bhattacharya, European School of Management and Technology Sankar Sen, City University of New York
Brand Cohesiveness and Co-creation in a Stakeholder Ecosystem? Niels Kornum, Copenhagen Business School Richard Jones, Copenhagen Business School
Integrating Multiple Stakeholder Issues in New Product Development Paul H. Driessen, Radboud University Nijmegen Bas Hillebrand, Radboud University Nijmegen
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Invited Special Sessions (SpS)
The Six Senses: The Essentials of Marketing
Invited Special Sessions (SpS)
Session SpS 1:
Marketing and Health Thursday, 3 June, 10:45-12:25 Room: SP.2.16 Session chairs: Jaap Wieringa, University of Groningen Philip Stern, University of Bangor
Dynamic Long Range Forecasting for New Pharma Products Ceren Kolsarici, Queen’s University Demetrios Vakratsas, McGill University Forecasting is an important concern especially for managers of new products (e.g. Armstrong 2003). Although a large body of the marketing science literature has focused on curve-fitting and short-term prediction of new product sales (e.g. Bass 1969; Lenk and Rao 1990), very few studies have addressed the issue of longer range forecasting of new product sales. This is partly due to the fact that diffusion models do not always produce accurate forecasts (e.g. Mahajan, Muller and Bass 1990). Yet managers need longer range forecasts in order to more efficiently allocate their marketing budget and prepare contingency plans. This is particularly true in the pharmaceutical industry where new product success is vital for growth and firms allocate an increasingly large share of their budget in marketing activities. However, developing reliable forecasts for dynamic product markets is no easy task. In order to produce a long-range forecast, one typically needs to estimate a growth (diffusion) model over an available range of data and use it to project sales beyond that range. In dynamic product markets though, the model parameters that regulate the sales growth of new products are very likely to vary over time (e.g. Wildt and Winer 1978; Putsis 1998). Hence, in order to provide a reasonable sales forecast for dynamic product markets, one first needs to forecast the parameter paths, as parameter values estimated with past sales data may not be reliable for forecasting purposes. In this paper we propose an appropriate forecasting methodology and detail an application to a new prescription pharmaceutical. The methodology relies on Augmented Kalman Filters (AKF) and overcomes two major challenges: a) the limited forecasting ability of diffusion models and b) the main focus of Kalman Filter methodologies on short-term predictions.
39th EMAC Conference
Invited Special Sessions (SpS)
Managing across Substitute Categories: How to Allocate Marketing Resources under Changing Competitive Intensity Jens Keller, Dartmouth College Both changing competitive intensity and the pharmaceutical industry have become important research topics in economics and marketing. While the economics literature has started to consider the fortunes of generic drug manufacturers, the marketing literature has remained focused on how brand name drug manufacturers should respond to entry and competition from other brand name drugs and from generics. No paper has looked at the marketing actions and their effectiveness for both brand name and generic drug manufacturers. Moreover, research has considered competition and marketing spending within one chemical compound or for a therapeutic class as a whole, instead of distinguishing within-compound from across-compound competition, i.e. among drugs targeting the same therapeutic class with objectively different compounds. This is particularly important for marketing spending allocation because many large brand name and generic drug manufacturers produce several compounds for the same therapeutic class, and thus face a choice of entry strategies and marketing allocation across compounds. Our study uses a Dynamic Linear Model to investigate price response and marketing effectiveness of brand name and generic drug manufacturers. We analyze within-compound and acrosscompound behavior by incorporating 6 major compound-submarkets of the total antidepressant market.
Local Marketing of Over-The-Counter Drugs Katrin C. Reber, University of Groningen Peter S.H. Leeflang, University of Groningen In recent years, Over-the-Counter (OTC) drugs have become an increasingly important component of the health care system. This is partly due to the greater availability of OTC products distributed via pharmacy and non-pharmacy outlets. Although there has been considerable research on drug issues and the different players in the pharmaceutical supply chain, marketing associated with OTC medicines in a retail pharmacy setting is still scarce. This is surprising since the increasingly liberalized drug market notably challenges the retail pharmacist. In this paper we therefore investigate how crucial product-, store-, customer-, and competitor characteristics can and do affect OTC sales and in turn the performance of a retail pharmacy outlet. We have store-level data and data pertaining to three OTC product categories from a large Dutch retail pharmacy chain. Moreover, individual-level data from a broad customer survey allows us to assess customers’ valuation of a specific pharmacy outlet. We apply a mixed model approach to estimate the impact of local performance drivers. Our findings show that the product assortment and the presence of impulse buying products are important factors in determining differences in performance across stores. These results indicate that the sales strategies which are already successfully applied in the consumer good market, i.e. improving the assortment and improving the in-store environment to trigger impulse purchases, can also open up new potentials for profit for traditional retail pharmacies across substitute categories: how to allocate marketing resources under changing competitive intensity?
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Invited Special Sessions (SpS)
The Six Senses: The Essentials of Marketing
Why Do Some New Drugs Succeed while their Bio-Equivalent Counterparts Fail – Is this due to Marketing? Philip Stern, University of Bangor Jaap Wieringa, University of Groningen For any manufacturer it is important to discover the factors that increase the probability of adoption of newly developed products, which can increase the profitability and shorten the earn-back period of R&D investments. For innovative pharmaceutical companies, this issue is even more important, because patent expirations mean the competitive advantage of a new pharmaceutical product is only temporary. It is also important to stimulate new product adoption, as health outcomes may improve as a result of the new drug that provides unique and superior benefits. In this paper we study the situation where a number of bio-equivalent drugs enter the same market, all treating the same health issue, and containing the same active ingredient. Given that these products can be considered as homogenous, it is important to study the extent to which marketing efforts can affect the probability of success. We examine a large number of new product introductions in 23 therapeutic areas. We follow the prescription behavior of physicians in the UK and also study the number and the nature of the detailing calls that they receive. This allows us to provide answers to the following questions: (1) does the number of prescriptions written depend upon the number and type of contacts with the doctor? (2) does the number of prescriptions written depends upon the number of doctors who prescribe or on the frequency with which they prescribe (3) is there a diminishing return on the number of calls made within a time period, and (4) are there are doctor demographic explanations for the difference in sales between the bio-equivalent drugs? Session SpS 2:
Marketing Innovations Thursday, 3 June, 14:00-15:40 Room: SP.2.16 Session chairs: n.a.
The Transferability of Knowledge Gained from Vertical Partners: Conflicting Moderating Effects of Strong Ties Corine S. Noordhoff, VU University Amsterdam Kyriakos Kyriakopoulos, Athens Laboratory of Business Administration Pieter Pauwels, Maastricht University Benedict G.C. Dellaert, Erasmus University Rotterdam Knowledge gained from vertical partners in joint new product development projects between buyers and suppliers (co-creation) is most valuable for partners if it can be reapplied in other contexts. Virtually no research, however, examines the potential for transferability of knowledge outcomes outside the scope of the focal co-creation projects. This study investigates the effect of strong versus weak ties on the transferability of two key types of marketing knowledge acquired during vertical co-creation projects (innovation knowledge and refinement knowledge) to individual partners’ own products, projects, and processes. Data from 246 vertical co-creation projects in the domain of marketing innovations indicate that the transfer potential of knowledge generated in co-creation projects differs in
39th EMAC Conference
Invited Special Sessions (SpS)
conditions of strong versus weak ties depending on knowledge type. More in particular, we find that strong ties impede the transferability of (frame braking) marketing innovations. In contrast, strong ties catalyze the transferability of (frame confirming) marketing refinement.
The Success Factors of Widgets in Viral Marketing Lisa Schöler, Goethe University of Frankfurt Christian Schulze, Goethe University of Frankfurt Bernd Skiera, Goethe University of Frankfurt Social networks like facebook are showing tremendous growth, both in reach and usage intensity. Part of their popularity is fueled by so-called widgets, little third-party programs which offer additional functionality to the user of a social network. From a marketing perspective, widgets are highly interesting: through voluntary user-engagement, widgets easily overcome users’ skepticism towards more traditional advertising tools like banners; also, their technological features allow for true interaction between the advertiser and the user. Most importantly, however, marketers can program widgets to utilize the social environment of networks like facebook by incorporating different mechanisms that support their viral spread between social network friends. In our research, we analyze how different viral mechanisms – generic mechanisms provided by the network as well as additional mechanisms specifically built into the widget - affect the diffusion and ultimately the success of widgets along different dimensions. For this research, we rely on daily data regarding reach and usage intensity for more than 40,000 facebook widgets over a one-year time frame.
Exploring the Drivers of Marketing Innovations by Firms Demetrios Vakratsas, McGill University Saurabh Mishra, McGill University Alexander Krasnikov, George Washington University Innovations represent an important force through which firms develop sustainable competitive advantage. However, extant research has been largely limited in its focus on technological or R&D-based advances, overlooking that innovations may comprise more than new products and processes. Specifically, marketing innovations often play an equally important role in firm performance, and the innovativeness of marketing departments has been shown to increase their influence and status within the firm (Verhoef and Leeflang 2009). Yet, marketing programs are often criticized for their lack of innovativeness and creativity (e.g., Andrews and Smith 1996). Thus, the central focus in this research is to explore factors influencing marketing innovations by firms. The research builds on existing literature on innovations to propose a framework which identifies firm-level factors, including firm size and age, and environment-level factors, including demand growth and stability facing the firms, as potential drivers of marketing innovations. To evaluate the conceptual framework, the research utilizes a trademark-based measure of marketing innovations and a database of other key measures constructed from various secondary sources of information. A time-varying hazard-rate modeling focused on the first adoption of marketing innovations by firms reveals that (a) age and size of firms positively affect their probability of adoption, whereas (b) demand growth and stability facing the firms have a negative effect. Together these findings provide unique theoretical contributions and offer some interesting managerial implications.
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Wednesday – 09:00-10:15
Competitive Papers
EMAC - European Marketing Academy
Wednesday – 09:00-10:15
WEDNESDAY – 09:00-10:15 Session 01.01:
Advertising, Promotion and Marketing Communication: Online Room: SP.s.05 Session chair: Neal Van Loock, University College Ghent & Ghent University
Competitive Papers
WEDNESDAY 2 June
The Impact Of Ubiquitous Context On Information Privacy Concerns In A Mobile-Based Promotion Shintaro Okazaki, Autonomous University Madrid Angeles Navarro, University of Murcia This study attempts to explore consumers’ perceptions on information privacy concerns in a mobile-based promotion. A scenario method was used to create high and low spatial mobility, in which consumers are asked to provide personal information to receive free shopping voucher. The sensitivity in personal information requested is manipulated to be high and low levels, while timing of shopping voucher redemption being immediate or delayed. The information privacy concerns and intention to participate in the mobile campaign are examined as dependent variables. A 3-way ANOVA reveals that there is a modest interaction effect of spatial mobility and timing of incentives on the information privacy concerns, while the sensitivity in personal information requested was found to be the most influential factor on both dependent variables. In closing, theoretical and managerial implications are discussed, while recognizing important limitations. Keywords: Information privacy concerns, Mobile device, Mobility, Timing, Ubiquitous
Advertising Repetition And Complexity Of Digital Signage Advertisements: Simplicity Rules! Neal Van Loock, University College Ghent & Ghent University Iris Vermeir, University College Ghent & Ghent University Maggie Geuens, University College Ghent & Ghent University Digital signage is probably the most skyrocketing advertising medium of the moment, since the LCD-screens are almost impossible to avoid in everyday life for consumers, while few academic research is present to explore the potential of this medium. An experiment (3x2x4) was conducted to test the role of the intensity of complexity (simple/moderate/ complex), the dimension of complexity (visual/lexical) and the level of repetition (one/ four/seven/ten exposures) on the attitude toward digital signage advertisements (Aad). The results indicate a significant influence of advertising complexity on Aad, where simple ads with a dominant visual component clearly work best. Keywords: Advertising Repetition, Advertising Complexity, Digital Signage Advertisements
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Wednesday – 09:00-10:15
Competitive Papers
Impact Of Online Sales Promotion Type On Internet User Recall Crespo Esmeralda, University of Granada Del Barrio Salvador, University of Granada The characteristics of the present environment lead to the need to create links with the consumer that guarantee mutual lasting satisfaction and drive the consumer in his purchasing behaviour. In these circumstances, tools are required to create, increase and maintain brand equity on Internet also, where increased advertising is forcing companies to use other types of communication tools in order to differentiate themselves and stand out from other offers. This research aims to investigate whether use of sales promotions can influence on brand equity through its influence on brand and product recall, and whether the type of promotion used moderates this effect. We conclude that sales promotion clearly helps to increase brand recall, particularly in those cases in which the banner is clicked, as the levels of non-recall are much higher than the recall levels when the banner was not clicked. Keywords: Sales promotion, Internet, Brand Equity, Brand Recall, Product Recall Session 15.01:
Relationship Marketing Room: SP.s.07 Session chair: Christophe Van Den Bulte, Wharton School
Referral Programs And Customer Value Philipp Schmitt, Goethe University Frankfurt Bernd Skiera, Goethe University Frankfurt Christophe Van Den Bulte, Wharton School Referral programs have become a popular way to acquire customers. Yet, there is no evidence to date as to whether customers acquired through such programs, referred customers for short, are more valuable than non-referred customers. We investigate to what extent the former are more profitable and more loyal than the latter, and discuss two possible explanations advanced in economics and sociology, better matching and social enrichment. Using a panel dataset of roughly 10,000 customers of a leading European bank, we find that (i) referred customers have a significantly higher contribution margin though this difference erodes over time, and that (ii) the retention of referred customers is significantly higher and this difference persists over time. Hence, referred customers are more valuable both in the short and long run. Keywords: Customer referral programs, customer loyalty, customer value, social networks, word of mouth
Positive Wom – Why Defected Customers Intend To Recommend A Former Firm Doreén Pick, Free University Berlin Henning Kreis, Free University Berlin
EMAC - European Marketing Academy
Wednesday – 09:00-10:15
In literature, word-of-mouth has been identified as one of the main determinants of customer behavior and firms success. When concentrating on positive word-of-mouth, the main body of research focuses on current customers and their intention or behavior to recommend. Nevertheless, due to different defection reasons and the willingness to return to a former supplier, it can be expected that also defected customers will recommend a firm and its offerings. Therefore, this study focuses on the investigation of the drivers of positive word-ofmouth of defected customers in a services setting. The contribution of our empirical study (n = 1,095) is to advance the knowledge of the antecedents of positive WOM intentions. Keywords: Positive word-of-mouth, customer defection, locus, customer return
Loyalty-Based Segmentation Of Travel Agencies: The Role Of Relational Benefits Beatriz Moliner-Velazquez, University of Valencia Maria-Eugenia Ruiz-Molina, University of Valencia Irene Gil-Saura, University of Valencia In the current context where the Internet is threatening the tourism service value chain, customer loyalty more appreciated by service providers than ever. In this sense, focusing on relationships of travel agents with their main suppliers, the present paper aims to assess the validity of relational benefits as a segmentation variable of travel agents based on their loyalty to their main provider, as well as to identify the relational .benefits most influencing customer loyalty in a B2B setting. A CHAID algorithm is performed, resulting in five segments differing in their level of customer loyalty, whose differences may be explained by their unequal perceptions of the confidence and social benefits perceived from their relationships with their main providers. Keywords: Loyalty; retail travel agency; B2B; relational benefits Session 03.01:
Consumer Behavior Room: SP.s.01 Session chair: Rene Algesheimer, University of Zurich
The Surprising Effects Of Self-Selection In Customer Communities: Results From A Long-Term Field Investigation Rene Algesheimer, University of Zurich Sharad Borle, Rice University Utpal Dholakia, Rice University Siddharth Singh, Rice University Community participants have high engagement and loyalty toward the firm. However, it is not clear whether community participants self-select themselves into the community, or whether community participation leads to increased relational behaviors. The results from
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Competitive Papers
a year-long field experimental study conducted by eBay show that community participation has mixed effects on customers’ likelihoods of participating in buying and selling behaviors. Community participation does not translate into increased behaviors as conventional wisdom would suggest. While there is no impact of participation on the number of bids placed or the revenue earned by members, there is a negative impact of participation on the number of auctions listed and the amount spent on the auction site.
EMAC - European Marketing Academy
Session 19.01:
Social Responsibility, Ethics and Consumer Protection Room: SP.s.10 Session chair: Fanny Reniou, Paris-Dauphine University
Keywords: Customer community, online social interactions, customer relationship management, Hierarchical Bayes, MCMC, Multivariate Tobit
Green Products? You Said Green Products?
Consumer Choice And Nonownership Alternatives
Fabien Durif, University of Sherbrooke Caroline Boivin, University of Sherbrooke Charles Julien, University of Sherbrooke
Sam Riethmuller, Australian National University Gary Buttriss, Australian National University Service Dominant Logic proposes that all exchange is the exchange of service and that products are simply mechanisms for service provision. The transfer of ownership may not be necessary, nor desired by consumers. This paper explores nonownership (such as renting or leasing) and the trade-offs that consumers make when evaluating and selecting such models. A choice experiment is conducted looking at the particular context of household energy usage in Australia. The study finds that the retention of responsibility by providers and the ability to upgrade to newer models are important benefits of nonownership. It concludes that consumers are benefitseeking rather than ownership-seeking. Keywords: Nonownership, Consumer choice, Service-dominant logic
Household Structure And Dynamic Movements: A Life Cycle Perspective Martina Bauer, University of Innsbruck Heribert Reisinger, University of Vienna Katharina J. Auer-Srnka, University of Innsbruck Today’s society is characterized by demographic shifts, which might be reflected in the size and structure of households. On the basis of longitudinal panel data, the present study develops a household life cycle model for a central European country with the help of a hidden Markov approach. Furthermore, we analyze the most typical lifestyles and find significant lifestyle differences between household life cycle stages. The extension of existing methods provides the basis for analyzing forward and backward movements within the life cycle and subsequently, their influence on consumer behavior. Keywords: household life cycle, lifestyle, hidden Markov model, segmentation
Wednesday – 09:00-10:15
Although green products are increasingly prevalent, many controversies surround their acceptance on the market, especially given the high number of greenwashing cases. The major problem seems to be linked to the very definition of the concept of green products. The definition is unclear, the concept boundaries are poorly defined, and the literature still lacks a commonly accepted definition. What is a green product? This article compares the definition of green product within three different perspectives (academic, industrial, consumers) based on a descriptive meta-analysis, a bibliographic approach, and a consumer survey. Keywords: Green product, definition, comparison of perspectives.
Toward An Integrative Framework Of Counterfeit Purchase Katherine H. Y. Ma, University of South Australia Ting-Jui Chou, Renmin University of China Ricky, Y.K. Chan, Hong Kong Polytechnic University The purpose of this study is to develop an integrative framework for investigating consumers’ counterfeit purchasing behavior. The new integrative framework employs the theory of planned behavior (TPB) (Ajzen, 1991) as foundation and draws ethical inputs from a well-established ethical model, the Hunt and Vitell’s General Theory of Marketing Ethics (H-V model) (Hunt and Vitell, 1986). Blending constructs and propositions from these two theories, our proposed framework offers a holistic model to explain the entire psychological mechanism involved in counterfeit purchase. Our paper presents arguments to support the propositions and offers future research directions. Keywords: Theory of planned behavior, Hunt and Vitell’s General Theory of Marketing Ethics, Counterfeiting, Counterfeit Purchase
Over-Packaging From Need To Wastage Elisa Monnot, Paris-Dauphine University Fanny Reniou, Paris-Dauphine University Whereas regulations incite companies to reduce over-wrappings, some of them still favour marketing to environmental considerations by over-packaging products. Nevertheless, according to the literature, consumers are more and more ecologically concerned.
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Competitive Papers
Therefore addressing the issue of consumers’ practices towards overwrapping and consumers’ acceptability of their removal may enrich consumer behaviour research. Thanks to a qualitative study with both observation and interviews, this paper aims at having a better understanding of their reactions to over-packaging reduction. We propose a typology of consumers’ perceptions towards over-packaged products and offer several managerial implications for manufacturers implementing over-wrapping reduction strategies. Keywords: over-packaging, ecologically concerned consumer, wastage, consuming habits Session 04.01:
Innovation and New Product Development Room: SP.s.08 Session chair: Luigi M. de Luca, Cardiff University
Can Star Actors And Star Directors Reduce The Risk Of Box Office Failure? An Analysis Of Risk Effects Of Actors And Directors Alexa Burmester, University of Hamburg Michel Clement, University of Hamburg Steven Wu, University of Hamburg Due to the innovative characteristic of movies consumers face high uncertainty. To reduce their risk, the movie industry invests heavily in star actors and directors. However, this bears financial risks. To analyze the risk-shifting power of star actor and director we develop a framework based on quantile regression methods. This study provides (1) a measure for conditional risk of the two input factors and (2) discusses the different signaling effects of actor and director. We find that higher actor power increases the risk of box office outcome, while the overall risk effect is constant for the director power. Keywords: Star power, risk, quantile regression, actor, director, movies, instrumental variable
Measuring The Marketing Mix Influence On The Value Share Of New FMCG Products Tilo Halaszovich, University of Bremen Christoph Burmann, University of Bremen Sabrina Hegner, University of Bremen In today’s marketplaces, the firm’s ability to commercialize new products successfully is a central success factor. Regardless of their importance, new products still fail at an alarming rate of up to 80% in FMCG markets. In this paper we develop a dynamic panel data model which allows us to quantify the impact of the marketing mix (i.e. distribution, price, promotion, and advertising) on the new FMCG value share. The results of our model reveal that the value share is subject to a dynamic carry-over effect based on previous changes as well as a function of the marketing mix. Keywords: new product; product launch; FMCG; panel estimator
EMAC - European Marketing Academy
Wednesday – 09:00-10:15
NPD Acceleration: The Trade-Off Between Product Quality And Recovery Service Strategies Joost Wouters, Eindhoven University of Technology Yevgeniay Kim, Eindhoven University of Technology Increasing pressure on new product development speed confronts organizations with trade-offs to be made for product quality. Trade-offs in product quality may cause unexpected but severe and potentially harmful deficiencies in product quality to appear after market launch. This in turn may have severe consequences for customer satisfaction and customer loyalty. To mediate the influence of such product quality deficiencies on customer satisfaction, companies may plan for recovery service activities. Based on a literature review, the relationships between new product quality, recovery services, and customer satisfaction are explored and a conceptual model is build which incorporates these factors. This study contributes to the understanding of the trade-offs that companies make between new product development speed and planning for recovery services in the context of innovative products. Keywords: NPD acceleration, product quality, recovery service, customer satisfaction Session 20.01:
Tourism Marketing Room: SP.s.12 Session chair: Paulo Rita, IBS – ISCTE Business School
Evaluating Traditional Online Purchase Factors That Influence Online Tourism Customers Satisfaction Hélia Gonçalves Pereira, IBS – ISCTE Business School Paulo Rita, IBS – ISCTE Business School Fatima Salgueiro, IBS – ISCTE Business School Although the concept of satisfaction has been applied extensively to products and services, online satisfaction remains narrowly defined to many practitioners in online management organizations and is not completed well represented in tourism marketing literature. Consequently, the main goal of this paper is the development of empirical knowledge regarding the evaluation of the most important satisfaction determinants in the context of online tourism purchase. The proposed model integrates five online determinants of satisfaction, allowing for the estimation of their simultaneous effects. A questionnaire applied to loyal customers of online tourism products resulted in a sample of 3188 individuals. The main statistical analyses were conducted within the Structural Equation Modelling framework. The findings indicate that customer needs, customer relations, service quality and personalisation are strong determinants of online satisfaction. Keywords: Tourism Marketing, Online Tourism Purchase Products, Relationship Marketing, Internet Marketing
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Competitive Papers
Tourism Website Performance – An Alternative Measurement Approach Brigitte Stangl, Vienna University of Business and Management Astrid Dickinger, Modul University Vienna With the impact of the Internet on the tourism industry as information and booking tool, website performance and evaluation has been a research topic in tourism throughout the last years. Researchers followed the predominant reflective measurement paradigm. However, with more research on formative measurement debate on the appropriate measurement approach arose. After a thorough literature review and discussion on the measurement necessary for the research question at hand, the paper suggests an alternative measurement for website performance. The empirical study on 445 travelers searching for information online reveals that the formative index for website performance works well and also exhibits the effects of the index on satisfaction, value and loyalty. Keywords: website evaluation, formative measurement, reflective measurement, structural equation modelling
Factors Affecting Meeting Participation Intentions: The Case Of Academic Conference Tourism Cleopatra Veloutsou, University of Glasgow Chrysovalantis Chreppas, University of Glasgow The current study concentrates on factors affecting the intentions of academics to attend an academic conference. It highlights the importance of academic conferences and academic conference tourism within the meetings and convention industry but also for the career development of academics. Through qualitative research it identifies push and pull motivation factors and using quantitative research it then examines the power of these factors to predict the intention to attend an academic conference. Results indicate that visitors’. Using regression analysis, it appears that ‘pull’ factors are better predictors of the intention to attend an academic conference than motivational ‘push’ factors. the “need for career development”, the “image” and “accessibility” of the conference host destination, as well as the “accommodation and transportation cost”, the “opportunities for sightseeing in the conference host destination” and “previous personal experience” of the same association’s conferences or the visit of the host destination, are suggested to influence the participation intentions of academics and confirm six of the proposed research hypotheses. Keywords: Tourism, Conference Tourism, Academic development
EMAC - European Marketing Academy
Wednesday – 09:00-10:15
Session 12.01:
New Technologies and E-Marketing Room: SP.2.05 Session chair: Marwan Khammash, Bangor University
Marketing In The Music Industry: Assessment of Reality-TV ShowFacilitated Marketing Alexandra Mikheeva, Bangor University Marwan Khammash, Bangor University Yener Altunbas, Bangor University Rosalind Jones, Bangor University New technology in the music industry led to changes in the recorded music consumer profile and development of a new marketing channel based on reality-TV talent contest shows, in addition to traditional music industry marketing. This paper investigates the effectiveness of new products launching using reality-TV show-facilitated marketing in comparison with traditional music industry marketing for the period of the years 2002 to 2008. The study shows that projects launched through show-facilitated marketing enjoy a higher level of instant success in the short term, whereas products launched through traditional marketing channels are more successful in the long term. Keywords: Music Industry, Marketing Channels, Reality-TV Show-facilitated Marketing, Traditional Music Marketing
Internet Interaction And Political Behavior: An Approach To Blogs As Adoption Channels For Participatory Political Roles Juan Sánchez Villar, Valencia University Enrique Bigné Alcañiz, Valencia University Joaquín Aldás Manzano, Valencia University The rapid growth of the Internet as a significant environment for information exchange is leading to new decision-making contexts in the area of political marketing. As new information and communication technologies become increasingly important, possibilities to social interaction do also enhance. However, much is still needed to know about the roles certain core tools play in these interaction and decision-making processes. This paper attempts to focus on weblogs as pioneer and relevant facts of the Web 2.0 phenomenon in order to know its actual influence in individuals’ political behavior. Thus, a hybrid model merging technology, marketing and political science is presented in an innovative attempt to throw light on these virtual-physical dynamics. Keywords: Political Marketing, Internet, Weblogs, Web 2.0, Political Behavior, Social Interaction, Political Communication
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Competitive Papers
A Comparison Between Text And Image Search In The Context Of Online Shopping For The UK Women’s Fashion Industry Janie Ellwood, Kingston University Ruth Rettie, Kingston University This study investigates the role that online search has in shopping for women’s fashion. A comparison of different navigational techniques such as visual/image search, traditional text search, faceted classification systems, and contextual advertising links identified which methods were favoured by users in an interview environment. The semi-structured interviews used observational techniques, experimental scenarios, and follow-up questions to gain insight into how women navigate to their final destination website. The sample size was small, therefore not representative of the population, but the results give an indication of themes to follow up in more depth. Interestingly, Google text search was not always considered the best method. Keywords: Online shopping, fashion marketing, internet search, visual internet search Session 07.01:
Marketing of Public and Non-Profit Organizations Room: SP.s.03 Session chair: Chris Chapleo, Portsmouth University
How Students Perceive Value In Higher Education Helena Alves, Beira Interior University
EMAC - European Marketing Academy
perceived participation restrictions, subjective career norm, and social support as antecedents of intention to participate. In addition, the moderating role of university image on the participation belief-attitude toward participation link is analyzed. These beliefs refer to prestige/career, personal development and time conflicts. The conceptual model is tested in a survey among 576 employable university graduates. Results provide support for the notion that broadening the theory of planned behavior improves understanding of what drives intention to participate in extra-occupational higher education programs. Interestingly, selfefficacy exerts an only indirect influence on the intention to act. Keywords: extra-occupational higher education, participation behavior, theory of planned behavior, self-efficacy, participation restrictions, subjective career norm, social support
An Exploration Of ‘Successful’ UK University Brands Chris Chapleo, Portsmouth University The particular contribution of this research is in its context; whilst there has been a reasonable amount of work on what constitutes a successful brand in commercial organisations, this work questions what constitutes a successful brand among UK universities, a sector that is increasingly adopting the practices of branding. Research was conducted in two stages; construct generation among 30 opinion formers, and subsequent repertory grid analysis among a wider sample. Findings explore a number of significant relationships among variables and offer conclusions on the elements that underpin a successful university brand. An initial model of a university brand is proposed. Keywords: branding, university branding, university brands, higher education branding, HE brands Session 14.01:
Understanding how the provision of education is viewed by recipients along with the means to reliably measure perceived value are both fundamental. This research sought to study the value perceived by students engaged in higher education and verify the most important components for the measurement of this value. This paper deals with perceived value as a higher order construct making recourse to a unidimensional approach. The results indicate that the perceived value construct can be measured with a high degree of robustness when incorporating the trade-off between price and quality and a comparison with other alternatives.
Product and Brand Management
Keywords: Perceived value; higher education; unidimensional approach
Melanie Hoppe, University of Innsbruck
Predicting Participation In Extra-Occupational Higher Education Programs: Broadening The Theory Of Planned Behavior Sandra Wolf, Chemnitz University of Technology Cornelia Zanger, Chemnitz University of Technology Steffen Jahn, Chemnitz University of Technology This article provides an explanation of participation in extra-occupational higher education programs. The authors broaden the theory of planned behavior by adding selfefficacy,
Wednesday – 09:00-10:15
Room: SP.s.16 Session chair: Edward Kasabov, University of Bath
Who Exactly Is A Member Of A Brand Community? Conceptualisation Of Brand Community Membership The purpose of this study is to achieve a conceptualisation of what constitutes brand community membership by drawing on theories of social identity and sense of community. It is argued that informal brand community membership does not result from external, directly observable criteria like official registration. Instead informal membership is determined by consumer perceptions. If individuals identify with the brand community and the other community members and also feel a sense of belonging to this social network, they can be classified as brand community members. The research findings can serve as a basis for marketing and communication strategies with regard to brand communities. Keywords: Brand Community, Community Membership, Social Identity, Sense of Community
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Competitive Papers
In Search Of A Research Agenda For Clusters As Contested Place Brands Usha Sundaram, Coventry University Edward Kasabov, University of Bath This paper addresses gaps in current research by studying clusters as place brands. The authors also call for analysis which recognises the role of diverse stakeholder groups with potentially incompatible interests in cluster branding initiatives and associated, sidelined issues of power application, discord and disagreement in clusters. By addressing these issues, the discussion integrates two areas of academic inquiry, clusters and place branding, which share common object and aims of inquiry but which rarely recognise and talk to one another. Our call for a combined look at the two areas is driven by our belief in the complementarities of the areas and their common inadequacies which hinder maturation. Keywords: Place branding, clusters as place brands, stakeholders, disciplinary and ideological power
Segmenting Brand Building Employees: A Profile Of Front-Line Employees In The Irish Service Sector Elaine Wallace, National University of Ireland Galway Leslie Dechernatony, University of Lugano and Aston Business School Recent literature suggests front line employees can be clustered according to their performance. A typology asserts that there exist Brand Champions, Brand Agnostics, Brand Cynics and Brand Saboteurs. Using attitudinal and demographic data from a sample of 957 front line service employees in banking and grocery firms, we investigate the relevance of the typology in the Irish service sector. Our cluster analysis reveals that there are four employee types. The findings add to knowledge about Brand Champions, Brand Agnostics, Brand Cynics and Brand Saboteurs, as we provide a profile of each type, as well as suggestions strategies for managers to grow Brand Champions. Keywords: Brands, Services, Champions, Saboteurs, Cluster Analysis
EMAC - European Marketing Academy
Wednesday – 09:00-10:15
The major research objectives of this paper are to identify the barriers that may refrain online shoppers from buying certain product categories online and to determine how they affect the category allocation patterns to the online and B&M store. In addition, we aim to examine whether the impact of these online purchase barriers on online category purchase decisions and spending allocations changes over time and if so, what drives these dynamic effects. The findings show that both information disadvantages (lack of sensory products) as well as cost/benefit disadvantages (small online assortment and higher online price) are important barriers that are influenced by dynamic experience effects. Keywords: Multi-Channel shopping, product-specific barriers, online buying experience
Consumer Perceptions Of Cyber And Extension Brands Over Time Maria Sääksjärvi, Delft University of Technology Saeed Samiee, University of Tulsa This study examines changes in consumer perceptions of Internet retail brands over time in cyber brands (which have evolved purely online) and extension brands (which maintain physical counterparts). Using a conceptual model of brand preference based on brand identity, brand image, and shopping channel use, as well as data gathered over three time periods, the study demonstrates that the effects of the components of retail brand preference differ in magnitude across cyber and extension brands, stressing the need for different initial and subsequent Internet branding strategies as brands transition from the introduction to elaboration stages of a brand’s life cycle. Keywords: consumer brand preference, over time, cyber brands, extension brands
Is Online Retailing More Environmentally Friendly Than Brick-AndMortar Retailing? A Comparison Of CO2-Emissions Anne Wiese, University of Göttingen Waldemar Toporowski, University of Göttingen
Stephan Zielke, University of Göttingen Session 16.01:
Retailing, Channel Management and Logistics Room: SP.2.10 Session chair: Maria Sääksjärvi, Delft University of Technology
Online Shopping Behaviour For Groceries: The Impact Of ProductSpecific Purchase Barriers And Online Buying Experience Huiying He, Catholic University of Leuven Katia Campo, Catholic University of Leuven and Lessius University College Els Breugelmans, Maastricht University
The present study compares the CO2-emissions of online and brick-andmortar shopping based on company and customer survey data. The comparison shows that the online channel is more environmentally friendly than brick-and-mortar shopping. This finding has important implications for the communication policy of online retailers and logistics providers, as customers often believe that the brick-and-mortar channel is more environmentally friendly. Keywords: retail, CO2-emissions, online channel
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Competitive Papers
WEDNESDAY – 10:45-12:25 Session 01.02:
Advertising, Promotion and Marketing Communication: Sponsorships Room: SP.s.05 Session chair: Nicola Stokburger-Sauer, University of Innsbruck
Sports Sponsorship And Its Influence On Consumer Brand Identification Hanna Schramm Klein, University of Siegen Jens Zimmermann, University of Siegen Julia Naskrent, University of Siegen Bernhard Swoboda, University of Trier Companies need true „fans“, not mere customers. Identification is regarded as a critical concept in establishing loyalty and thus gaining competitive advantage. One out of several possible marketing instruments to foster brand identification is sports sponsoring. Despite its empirical relevance and the high sums that are invested in sports sponsorship, its effects are still insufficiently researched. This article addresses this issue and examines the contribution of sports sponsorship to the strengthening of a consumer’s identification with the sponsor. We can show a positive effect of sports sponsoring activities and show which variables influence this effect. Keywords: Sports Sponsorship, Brand Identification, Interest in Sports
The Effects Of Art Sponsorships On Sponsor’s Image And Reputation: A Field Experiment Nicola Stokburger-Sauer, University of Innsbruck This paper investigates the effectiveness of art sponsorships. A field experiment provides insight into the relationship between three different types of visitors’ involvement and the sponsor’s corporate image and reputation. While situational (i.e., art exhibition involvement) and enduring involvement in the sponsor’s products lead to more positive image and reputation ratings of the sponsor, there is a negative effect of high enduring art involvement. Interestingly, this ladder negative relationship is offset for those visitors that are aware of the sponsorship and can recall the sponsor. Important implications for the design of art sponsorships and for sponsorships as a marketing communications tool can be derived. Keywords: Art Sponsorship Effectiveness, Corporate Image, Corporate Reputation, Involvement
EMAC - European Marketing Academy
Wednesday – 10:45-12:25
Does Official Sponsoring Of Major Sport Events Pay Off? Implicit And Explicit Effectiveness Measures For Official Versus Non-Official Sponsors Of The FIFA World Cup And The UEFA Euro Andrea Groeppel-Klein, Saarland University Joerg Koenigstorfer, Saarland University David Strauss, Saarland University Consumers tend to associate global events not only with official sponsors but also with brands that do not officially commit themselves in sponsorship. Ambush marketing strategies take advantage of this misspecification. This study assesses consumers’ awareness of, and attitudes to, brands that sponsor or ambush major football events. An online survey and an implicit association test involving 1,268 respondents show that sponsors generate higher brand awareness and more positive implicit and explicit attitudes than ambushers. Consumers’ attitudes to the protection of sponsorship rights positively affect their attitudes to both sponsors and ambushers. Consumers appear not to feel that ambushers act unfairly and this does not negatively affect the ambushers’ brand image. Keywords: Sponsoring, Major global events, Ambush marketing, Sport Marketing, Implicit/explicit attitude formation
Should I Stay Or Should I Go? Analyzing Consumer Reactions To Sponsorship Terminations Dominik Papies, University of Hamburg Evelyn Knubben, University of Hamburg Oliver Schnittka, University of Hamburg Although sponsorships are usually long-term arrangements, firms have been increasingly terminating sponsorship engagements in recent times. Reduced marketing budgets in times of economic downturn are communicated as the main reason for increased termination. However, exit strategies may have unfavorable effects on sponsors’ images and consumer behavior regarding word-of-mouth and brand loyalty, especially when the termination is perceived as unjustified. This study aims to analyze consumer reactions to sponsorship terminations and whether these reactions are moderated by the sponsoring brand’s financial situation. The findings indicate that sponsorship termination is less harmful in times of economic crisis compared to satisfying economic conditions. Keywords: sponsorship termination, financial crisis, cognitive dissonance, brand image, negative word-of-mouth, brand loyalty
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Competitive Papers
Session 15.02:
Relationship Marketing Room: SP.s.07 Session chair: Lars Meyer-Waarden, Strasbourg University
Vector Autoregressive (var) Persistence Modeling To Test The Long Term Effects Of Loyalty Programs Christophe Benavent, Paris X Nanterre University Lars Meyer-Waarden, EM Strasbourg Herbert Castéran, LGC Toulouse In the retail sector, consumers typically patronize multiple outlets for a variety of products, which raises the important issue of how outlets can gain a greater share of consumer expenditures. One such way is to increase repeat purchases through loyalty programs. This article examines the long term impact of loyalty programs on repurchase behavior in grocery stores by using vector autoregressive (VAR) modeling. It finds that buying behavior changes only slightly after buyers join the program, and that small changes in loyalty appear to erode quickly after buyers join. Keywords: Loyalty program, Scanner panel, vector autoregressive (VAR) modelling, unit root tests
How Well Do You Know Your Customers? Using Loyalty Card Data To Make Inferences About Purchasing Behavior Rakesh Niraj, Case Western Reserve University S. Siddarth, University of Southern California We propose that purchase histories available from store loyalty cards may not yield accurate estimates of consumer preferences and marketing mix responsiveness and that purchase data from across-store purchase histories is essential. We find support for this thesis by creating both across-store and store-specific purchase histories for a large sample of households in a scanner panel. We estimate and compare a latent class model of consumers’ purchase incidence, brand choice and purchase quantity decisions on both datasets. The estimates are different, the across store dataset gives superior performance and we show that retailer targeting of individual coupons based on store-specific information sets does not have the same upside potential as targeting based on across-store purchase histories. Keywords: Demand Models; Incidence-Choice-Quantity Models; Incomplete Information; Latent Class Models; Loyalty Programs; Couponing
EMAC - European Marketing Academy
Wednesday – 10:45-12:25
Shared Gain, Shared Pain? Spillover Effects In Multi-Partner Loyalty Programs Jan Hendrik Schumann, Munich University of Technology Nancy V. Wünderlich, Munich University of Technology Companies that join multi-partner loyalty programs benefit from spillover effects within the program, e.g., increased customer usage of one partner’s services leads to increased usage of the other partners’ services. We explore spillover effects after service failures in multi-partner loyalty programs. Results indicate that service failures have negative effects on customers’ loyalty to the partner that caused the failure but no effect on customers’ loyalty to the other partners in the loyalty program. Customers attribute the service failure to the partner who causes the failure, but do not incorporate this information in their evaluation of other program partners. Keywords: brand loyalty, loyalty program, spillover effects, service failure
The Effects Of A Liability-Reducing Loyalty Program Policy Change On Consumer Purchase Behavior Els Breugelmans, University of Maastricht Yuping Lui, Old Dominion University Despite the wide adoption of loyalty programs, firms remain concerned about the financial liabilities associated with unredeemed program points. Consequently, many programs have changed their policy to reduce liability. Using loyalty program data from a convenience store that shortened the point expiration time, we examine the impact of this change on consumer purchase incidence and spending and explore how usage level moderates these effects. Our analysis showed the surprising finding that light buyers responded most positively to the change, whereas heavy and moderate buyers showed much less positive responses. We attribute this to the higher demand flexibility among light buyers. Keywords: Loyalty program, behavioral loyalty, modeling Session 03.02:
Consumer Behavior Room: SP.s.01 Session chair: Elizabeth Cowley, Sydney University
The Role Of Fatigue Focus In Self-Regulatory Depletion: A Test In Product Customization Decisions Echo Wan, Hong Kong University Brian Sternthal, Northwestern University Depletion effects refer to the phenomenon that exerting self-regulation weakens selfregulation in a subsequent activity. Regulatory depletion theory explains that this effect
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Competitive Papers
results from a temporary deficit in resources. The current research proposes that depletion effects occur because of a heightened focus on fatigue after exerting selfregulation and that removing the fatigue focus will eliminate this effect. Two experiments examine this proposition in the context of product customization by 1) limiting individuals’ opportunity to reflect on their fatigue or 2) encouraging individuals to interpret depletion from the task skill perspective. Our studies extend research on regulatory depletion and consumer decision. Keywords: depletion effects, self-regulation, fatigue focus, customization decision
EMAC - European Marketing Academy
Wednesday – 10:45-12:25
Consumer research has typically focused on acts of deception by marketers. However consumers also have motivations to lie. If consumers do lie, how will the outcome of an attempted deception influence their willingness to lie again next time? We find that when liars attain a deal they are always willing to lie again, especially if they generate upward counterfactual thoughts of how the outcome ‘could have been better’ than it was. Following an impasse, liars are less willing to lie next time, except when they were able to reduce their guilty feelings via contrastive downward counterfactuals by generating thoughts of how the outcome ‘could have been worse’ than it was. Furthermore, we find that encouraging liars to reflect on worse possible outcomes may be the most effective means for curbing the temptation to lie again.
Maintenance Versus Attainment Goals: Beyond Goal Difficulty
Keywords: Lying, counterfactual thinking, guilt, affective contrast and assimilation
Antonios Stamatogiannakis, INSEAD Amitava Chattopadhyay, INSEAD Dipankar Chakravarti, Johns Hopkins University
Session 19.02:
Research has demonstrated that people perceive maintenance goals as more difficult than modest attainment goals, which are objectively more difficult. We contribute to this research, and examine goal type effects on goal attractiveness and performance. The results show that maintenance goals are perceived to be less attractive than attainment goals. This effect is mediated by goal difficulty judgments, and moderated by drawing attention to goal difficulty. Finally, both goal types lead to similar performance levels, but maintenance goals can be detrimental to performance when they act as a signal that the current performance level is good enough. Keywords: maintenance goals, goal attractiveness, motivation
Ovulatory Cycle Effects On Women’s Attention To Prestige Goods Karolien Driesmans, Catholic University of Leuven Inge Lens, Catholic University of Leuven Kim Janssens, Catholic University of Leuven Mario Pandelaere, University College Ghent & Ghent University & Ghent University Previous research has shown that women are motivated to find a partner with good genes and social status. We propose that this motivation is highest during the fertile period in women’s menstruation cycle and test whether ovulating women are more attentive to status-conveying stimuli (products) than women in other phases of their cycle, even in the absence of an explicit mating context. The data confirm that normally cycling women in their fertile phase more readily perceive status products in a visual display compared to women in their menstrual or luteal phase. Pill use eliminates these cycle phase effects. Keywords: Ovulatory cycle; hormonal contraception; visual attention; high-status products
Re-Lying On Lying Christina Anthony, Sydney University Elizabeth Cowley, Sydney University
Social Responsibility, Ethics and Consumer Protection Room: SP.s.10 Session chair: Jose Manuel Ortega Egea, University of Almeria
Consumer Perceived Ethicality: An Impression Formation Perspective Katja H. Brunk, ULB – Free University Brussels This research investigates the process of how consumers form ethical perceptions of companies or brands by means of twenty in-depth interviews with general consumers. The study offers illustrative examples of evidence that the formation of consumer perceived ethicality (CPE) appears more in line with the configural model of impression formation, suggesting that perception formation is holistic and gestalt-like, rather than following the algebraic model, which takes a piecemeal information integration position. Given the explorative nature of the study, the paper concludes with developing research propositions for future – confirmative – testing. Keywords: Ethical Consumerism, Impression Formation, Brand Perceptions, Consumer Perceived Ethicality (CPE), Corporate Ethics/CSR, Qualitative Research
Fighting Climate Change: A Study Of European Citizens’ Pro-Environmental Behavior Nieves García De Frutos, University of Almeria Raquel Antolín Lopez, University of Almeria Jose Manuel Ortega Egea, University of Almeria This paper provides a better understanding of the factors leading people to address climate change in the European Union. First, citizens currently engaged in pro-environmental behaviors were selected for inclusion in latent class (LC) cluster analysis. The segmentation analysis yielded two groups of more vs. less environmentally proactive EU citizens. Next, segment membership was treated as the dependent variable in two LC regression models. These analyses examined respondents’ attitudes, motivation, and level of information
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about climate change (model 1) and sociodemographics (model 2). The results support the idea that attitudes, motivation, and level of information have a significant impact on environmental behavior patterns. In addition, sociodemographics (especially country) appear as significant predictors of individual behaviors aimed at fighting climate change. Keywords: climate change; latent class regression; environmental behavior; attitude; awareness; motivation; sociodemographics
Drivers And Outcomes Of Consumer Perceptions Of Unethical Marketing Behavior Leonidas Costa Leonidou, Cyprus University Constantinos N. Leonidou, Leeds University Dayananda Palihawadana, Leeds University Christopher Medlin, University of Adelaide This article reports the findings of a study, conducted among 415 Cypriot consumers, aiming to identify the drivers and outcomes of consumer perceptions on company unethical marketing practises. It was confirmed that both power of distance and uncertainty avoidance are important in forming idealistic attitudes, while both individualism and masculinity are likely to lead to an egoistic attitude. Egoism was linked with perceptions of unethical marketing behaviour by firms, although idealism was not observed to have any association with marketing unethicality. Finally, it was revealed that a perceived unethical marketing behavior decreases consumer trust, which subsequently reduces satisfaction and loyalty. Keywords: Ethical marketing; Cultural orientation; Consumer behavior
Consumers’ Perception Of Corporate Social Responsibility Magdalena Öberseder, Vienna University of Economics and Business Bodo B. Schlegelmilch, Vienna University of Economics and Business More than ever, consumers are interested in corporate social responsibility (CSR) and their purchase behaviour may be increasingly influenced by attention to CSR issues. But notwithstanding growing consumer interest and an expanding body of literature investigating the relationship between CSR and consumer behaviour, little is known on what, exactly, consumers perceive as CSR. This paper sheds light on this issue and reports findings from qualitative interviews with consumers to identify their view of CSR. A grounded theory of CSR domains has been created on the basis of this data. The identified CSR domains relate to employees, customers, the environment, society, the local community, suppliers, governments, shareholders, banks and the economy. This research contributes to the growing literature on CSR and consumer behaviour by identifying domains of CSR relevant to consumers. Such consumer centric CSR domains offer companies a basis for potential differentiation strategies and contribute to a better understanding of CSR. Keywords: consumer behaviour, corporate social responsibility, consumer ethics
EMAC - European Marketing Academy
Wednesday – 10:45-12:25
Session 04.02:
Innovation and New Product Development Room: SP.s.08 Session chair: Susan E. Reid, Bishops University
Trading Off Customer And Technology For Innovation: Which One Leads In Good And Bad Times? Paula Hortinha, Nova University of Lisbon Carmen Lages, ISCTE, Lisbon University Institute Luis Lages, Nova University of Lisbon Much has been written about the contingent effects of customer and technology orientations on innovation. Yet, the choice between these two orientations under different financial situations remains unexplored. Using two respondents within the same exporter in technological industries, we empirically investigate the financial conditions under which a more customer or technology orientation is emphasized. The results confirm that, under a stronger financial situation, firms favour a technology orientation over a customer orientation. Results also show that exploratory innovation impacts positively on financial performance while exploitative innovation is contingent upon the financial situation, becoming unimportant when facing a weaker financial situation. Keywords Customer Orientation, Technology Orientation, Exploration, Exploitation, Export performance, ROA
A Typology Of Front-End Market Vision Capability Scenarios Of High-Tech Firms Involved In Radical Innovation Susan E. Reid, Bishops University Ulrike De Brentani, Concordia University Elko J. Kleinschmidt, McMaster University For companies pursuing radical innovation, tools or metrics that help to lower uncertainty about market potential, while at the same time increasing the chances of new product success, are desirable. Developing a market visioning competence (MVC) that enables the creation of an effective market vision (MV) is an important route for achieving superior performance. Firms can differ substantially when it comes to how well they manage these capabilities and this is linked to their early performance in radical NPD. This study develops a typology of front-end Market Vision capability scenarios. The four distinct MVC/MV profiles provide insight about how companies can more effective manage these important capabilities for achieving early success in the development of radical innovations. Keywords: Fuzzy Front-End, Radical Innovation, Market Vision, Cluster Analysis
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Customer Integration In New Service Development Alex Da Mota Pedrosa, Southern Denmark University Vera Blazevic, Maastricht University Theory and practice both recognize the importance of collaborating with customers during the new product development (NPD) and new service development (NSD). However, most research in this area does not examine customer collaboration as a co-creation process rather they see the customer as a resource to be acted on. The purpose of this study is to explore how customer collaboration is executed during customized and mainstream NSD and how employees can enhance knowledge co-creation during the entire NSD process. Our research findings indicate that in customized NSD companies receive specific customer information whereas in mainstream NSD in general, customers provide multifaceted and vague information.
EMAC - European Marketing Academy
Wednesday – 10:45-12:25
identified that ‘self-esteem’, ‘relaxation’ and ‘self-fulfilment’ motives were significantly related to ecotourist’s intention to volunteer as well as their intention to donate money to an eco-tourism destination. Additionally, ‘self-fulfilment’ and ‘thrill and excitement’ motives were identified as impacting upon eco-tourists’ future attendance intentions. Consequently, findings from this research provide eco-tourism operators with insight into eco-tourist motivations to inform product and brand development and promotional activities and assist in the ongoing development effective eco-tourist retention strategies. Keywords: eco-tourism, tourism, motivations, customer behaviour, marketing strategies
Keywords: Co-creation, new service development, knowledge, collaboration
The Influence Of Visit Motivation On Preferences For Activities In Natural Parks: A Model-Based Segmentation Using A Finite Mixture PLS Approach
New Service Development: An Analysis Of 27 Years Of Research
Catarina Marques, IBS - ISCTE -BUSINESS SCHOOL Elizabeth Reis, Lisbon University Institute - ISCTE Business School, UNIDE João Menezes, Lisbon University Institute - ISCTE Business School, UNIDE
Paulina Papastathopoulou, Athens University of Economics and Business Erik Jan Hultink, Delft University of Technology This study examines developments in new service development (NSD) research published in the period from 1982 till 2008. First, a multi-source search was conducted that resulted in the identification of 145 NSD-related articles. Then, a content analysis was performed of these articles using multiple classifier variables with regard to general publication characteristics, focus of the research, and the research methodology that was employed. By examining the results, a number of developments in, and patterns of, scholarly research in NSD are revealed. Also, some under-researched areas are identified leading to suggestions for future research into this growing and important field.
This research studies the influence of motivation to visit parks on visitors’ preferences for activities by accounting for unobserved heterogeneity. A segmentation approach in partial least squares path modelling – the finite mixture partial least squares (FIMIX-PLS) methodology – was used and three distinctive visitor segments were identified. A conceptual model to explain how visit motivations influence visitors’ preferences for particular nature or culture based activities is proposed. The travel motivations to parks are based in the pushpull factors. Results confirm the assumption of heterogeneity as the relationships differ across segments and the need for park managers to differently target those segments. Keywords: Activity Preferences, Visit Motivation, PLS path modelling, Finite Mixture, FIMIX-PLS, Unobserved Heterogeneity
Keywords: new service development, research assessment, knowledge patterns
The Novelty/Familiarity Continuum In Tourism: Implications For Product Strategies Of FMCG Firms
Session 20.02:
Tourism Marketing Room: SP.s.12 Session chair: Juan L. Nicolau, Alicante University
Motives For Different Forms Of Eco-Tourism Consumption: An Exploration Of Australian Eco-Tourists
RAWN
Nicole Hartley, SYDNEY UNIVERSITY OF TECHNOLOGY Paul Harrison, Deakin University
WITHD
This paper sought to explore the push [internal] motivations of eco-tourists and the influence of these motivational drives on their future ecotourism intentions. Findings from this exploratory study identified five key internal motivations, namely, ‘self-esteem’, ‘relaxation’, ‘social interaction’, self-fulfilment’ and ‘thrill and excitement’. Further analysis
Efthimios Poulis, Buckinghamshire New University Konstantinos Poulis, University of Essex Novelty/familiarity-seeking behavior of tourists is a key discourse in the tourism literature. In this paper, we adopt a ‘consumer marketing’ viewpoint and we link the aforementioned discourse with the seemingly unrelated fast-moving consumer goods (FMCG) industry. By this way, we provide a framework for product strategies of FMCG firms operating in markets that come as a result of international tourism. Based on a qualitative, case study design which utilizes insights stemming from interviews with 16 market leading FMCG firms in a tourism-oriented environment, we develop a taxonomy of product offerings in respective contexts and we generate a posteriori propositions. We conclude by discussing findings and drawing managerial implications. Keywords: novelty/familiarity, FMCG, product, tourism
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Relationship Between Culture And Tourist Sensitivity To Price Juan L. Nicolau, Alicante University This article analyzes the effect of the cultural interest manifested by tourists when planning a vacation on their price sensitivity. The proposed hypothesis states that the tourist sensitivity to price is moderated, at the moment of choosing a destination, by their cultural interest. The empirical application is carried out on a sample of 2,127 individuals, and estimates individual sensitivities to price by following a Mixed Logit Model; and to detect the way these sensitivities relate to the search for culture, an Anova procedure is employed. The results show an incremental effect of cultural interest on tourist insensitivity to price. Keywords: tourist sensitivity to price, destination selection, cultural tourist Session 12.02:
New Technologies and E-Marketing Room: SP.2.05 Session chair: Annouk Lievens, Antwerp University
Social Virtual Communities: Members’ Benefits And Their Impact On Word-Of-Mouth Annouk Lievens, Antwerp University Dominik Mahr, Antwerp University
Wednesday – 10:45-12:25
EMAC - European Marketing Academy
tion, and recommendation). Results indicate that this interpersonal influence clearly affects consumer behavior, and that this influence is moderated by consumer expectations about the product. Keywords: word of mouth, Internet, expectations, recommendations, opinions
The Strategic Use Of Viral Marketing Amongst Social Networks The Strategic Use Of Viral Marketing Amongst Social Networks
RAWN D H T I W
Joy-Fleur Brettschneider, Leeds Metropolitan University David Lane, Leeds Metropolitan University
This research investigated the strategic use of viral marketing amongst social networks from the practitioners’ perspective. Social networks were identified as ideal transmitter for viral content, a new definition for viral marketing was established as well as its position within strategic marketing planning. Strategic viral marketing requires finding the appropriate delivery mechanism; seeding on the most appropriate channels; connecting with brand advocates and e-influencers; monitoring the performance; engaging through involvement and interactivity; honesty and disclosure. However, the content of the message is crucial and thus, it should appeal to the target audience containing key content criteria and elements that add value to the social exchange of individuals. Furthermore, the strategic use of viral marketing should be part of an integrated strategy and allow room for experimenting. Keywords: Viral marketing, social networks, e-marketing, marketing strategy, strategic viral marketing, Internet, social media, Web 2.0.
The rapid growth of Social Virtual Communities such as Facebook and MySpace is largely driven by recommendations of friends and acquaintances (i.e. word-of-mouth) to join. This study develops and tests a conceptual model that exhibits the impact of benefits gained in these communities on their members’ word-of-mouth. The results show positive effects of members’ sense of uniqueness on gaining personal benefits and of shared reciprocity on gaining social and hedonic benefits. Word-of mouth stems particularly from members who enhanced self-esteem and reputation in the community. The findings provide managers with guidance on the design and management of social virtual communities.
“To Buy Or Not To Buy: That Is The Question” – Empirical Assessment Of Consumers’ Perceived Impact Of EWOM On Buying Decision
Keywords: social virtual communities; word-of-mouth; Uses & Gratifications
One of the most critical and influential stages of consumers’ buying decision process is information search. Recently, the internet has emerged as an important information source, electronic Word-of-Mouth being a special phenomenon in times of Web2.0. In an empirical study of 303 consumers, the relationship between antecedents of using evaluation forums – product involvement and knowledge as well as perceived source credibility and consumers’ information search behavior, in particular their online search in evaluation forums and blogs (eWoM usage) – and its perceived influence on consumers’ purchasing decisions is investigated. Results verify all the direct influences except for effects of product knowledge.
The Role Of Product Expectations In Electronic Word Of Mouth Salvador Ruiz, Murcia University Maria Sicilia, Murcia University Although little is still known about how consumers value others’ opinions on the Internet and about their influence on evaluations and purchase intentions, there is growing evidence that consumers are being influenced by consumers opinions posted online. This paper analyzes the role of consumer expectations on an electronic word of mouth process. Expectations influence perceived utility of others’ opinions as well as the consequences of electronic word of mouth (attitude towards the product, purchase inten-
Vanessa Haselhoff, Dortmund University Alke Toellner, Dortmund University Markus Blut, Dortmund University
Keywords: eWoM,online consumer behavior
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Session 07.02:
Marketing of Public and Non-Profit Organisations: Affect Room: SP.s.03 Session chair: Claude Pecheux, Louvain School of Management
An Affect Based Model Of Shocking Social Ads’ Effectiveness: Application To Charities’ Campaigns.
Wednesday – 10:45-12:25
EMAC - European Marketing Academy
This study investigates the impact of emotions, both ad- and context-evoked, on the effectiveness of commercials for non-profit vs. profit brands. Effectiveness is made operational by rational measures, recall and recognition, and by emotional measures, ad likeability and brand attitude. Four different experimental groups were exposed to a sequence of warm and sad commercials for non-profit and profit brands, embedded either in a warm film fragment or a sad one. The results indicate that, overall, sadness as an execution approach works and this in particular for non-profit brands. In addition, contexts evoking sadness seem amenable to higher recall and recognition levels. Keywords: Emotional appeal, ad-context congruency, non-profit
Jeanne Albouy, Toulouse I University of Social Sciences This paper examines the processes under which negative affects influence Ad effectiveness – and thus, helping behaviour – in shocking charities’ campaigns. By drawing on two research areas (marketing and social psychology), we develop a set of propositions. The theoretical framework which has been proposed suggests that (1) negative affects take central role by initiating cognitive appraisal which is able to lead to message success; (2) negative affects have a positive and direct effect on decision to engage in the recommended behaviour, unmediated by cognitive evaluations; (3) influence of negative affects on persuasion is partially mediated by the empathic response induced; (4) empathy induced enhances persuasion even if negative affects were not elicited by the shocking campaign. Keywords: charities’ campaign, negative emotions, empathy, Ad effectiveness
Threat Appeals For Non-Profit Advertisements Of Healthy Food To Children: Impact Of Repetition On Both Effectiveness And Ethical Concerns. Karine Charry, IÉSEG School of Management Claude Pecheux, Louvain School of Management This paper presents two experiments conducted in order to assess the impact of children’s repeated exposure to threat appeals promoting healthy food. The use of threat appeals indeed seems as a relevant alternative to current prevention communication campaigns too often lacking concrete behavioral impact. The effectiveness of repeated exposure of threat appeals however appeared unexplored by research so far. Nevertheless, repeatedly exposing children to threats may raise (ethical) concerns. The findings however show that any negative affective states elicited by a first viewing tend to disappear after the third one although the effectiveness (healthy consumption) increases. These results are encouraging, especially from a teleological perspective.
Impact Of Compaigns For The Prevention Of Alcohol Abuse In Adolescence Agustí Casas-Romeo, University of Barcelona Huertas-García Rubén, University of Barcelona
RAWN WITHD
Many studies have used an experimental design to evaluate the characteristics of effective communication and to attempt to identify relationships between specific controllable variables (factors such as the source and the message) and outcome variables (such as attention, comprehension, and attitudes, which affect willingness to purchase). The novelty of this study lies in two characteristics: the message content used based on “regulatory focus,” as proposed by Higgins (1997), and the used of a novel fractional factorial design that has three levels and is distributed in blocks. This is based on subset designs and uses the efficiency criterion D (D-optimal). The goal was to assess whether there were differences in responses to variations in the message and source between two groups: Spanish and foreigner teenagers. Keywords: Communication, social marketing, alcohol, adolescents, discrete choice modelling, statistical design of experiments (DOE), block design Session 09.01:
Marketing Strategy and Leadership Room: SP.s.14 Session chair: Christian Homburg, University of Mannheim
Managers’ Marketing Alliance Formation Behavior – The Impact Of Company External Conditions And Managers’ Personality Traits
Keywords: threat appeals, repetition, advertising, children, obesity
Thomas Rilling, University of Mannheim Sabine Kuester, University of Mannheim
On The Effectiveness Of Commercials For Profit Vs. Non-Profit Brands: The Impact Of Emotional Appeal And Media-Context.
The objective of this study is to investigate the impact of company external variables and personality traits on managers’ marketing alliance formation propensity. Results suggest that competitive intensity positively impacts marketing alliance formation propensity while market maturity has a negative impact. With regard to managers’ personality traits we demonstrate a positive effect of marketing experience and proactive behavior and a negative effect of risk aversion on marketing alliance formation propensity. Additionally,
Christel Claeys, College-University Brussels (HUB) Irene Roozen, HUB (College-University Brussels)
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we find moderating effects of the personality traits. Companies, therefore, should be aware of the personality traits of key marketing decision makers that they involve in alliance formation ventures. Keywords: formation of marketing alliances, competitive intensity, market maturity, managers’ personality traits
The Mediating Role Of Organizational Capabilities In The Relationship Between Strategic Orientations And Business Performance: Evidence From Developed And Developing Countries Matti Jaakkola, Helsinki School of Economics Gábor Nagy, Corvinus University of Budapest Miikka Tölö, Helsinki School of Economics Organizational learning is evidenced to positively affect business performance. How learning translates into performance has, however, received only limited academic attention. By deploying structural equation modeling, we examine this performance mechanism and study the interplay between strategic orientations, organizational capabilities and business performance. Moreover, the analysis is conducted in two country settings: Finland and Hungary. Our findings indicate that learning strongly drives market orientation and innovativeness. Additionally, differences in the mechanisms through which organizational learning orientation affects business performance were found between the countries. The results of this study provide valuable insights to performance mechanisms of learning, and cross-national research. Keywords: Learning orientation; market orientation; innovativeness; capabilities; business performance; developed vs. developing countries; structural equation modeling
Enhancing Customer Purchase Likelihood Through Market Driving Strategies Goran Vlasic, Bocconi University Ajay Kohli, Georgia Institute of Technology Gabriele Troilo, Bocconi University Market driving is an important strategy for achieving competitive advantage, complementing existing predominant view that firms should be driven by markets. In this contribution we develop a framework for studying market driving strategies in an analytical manner from consumer perspective. We have identified consumer-related factors altering the extent to which market driving efforts result in actual outcomes. Furthermore, market driving is defined analytically to encompass needs, categories and attributes. Outcomes of market driving do not guarantee success. We identify consumer, product and environmental factors that alter the extent to which market driving outcomes translate into actual purchase likelihood increase. Keywords: market driving strategies, attribute driving, category driving, need driving
EMAC - European Marketing Academy
Wednesday – 10:45-12:25
What Drives The People Working In Marketing, Sales, And R&D? The Role of Functional and Educational Culture Christian Homburg, University of Mannheim Silke Esser, University of Mannheim Martin Klarmann, University of Mannheim It has often been suggested that along with the institutionalization of marketing as a core firm function, specific culture-like practices have evolved in marketing departments. Thus, marketing may be culturally different from other departments, such as R&D and sales. At the same time, differences between marketing and other functions have also been attributed to cultural practices associated with the differing educational backgrounds of the people working there. In our study, we therefore empirically analyze the cultures of marketing, sales, and R&D on the one hand and business graduates and engineers on the other hand. We find major cultural differences on some but not all cultural dimensions. Keywords: marketing culture, functional culture, educational culture, stereotypes Session 14.02:
Product and Brand Management Room: SP.s.16 Session chair: Jan Landwehr, University of St. Gallen
Double Jeopardy In Consumer Magazine Websites: The Roles Of Offline And Online Market Shares Anssi Tarkiainen, Lappeenranta University of Technology Hanna-Kaisa Ellonen, Lappeenranta University of Technology The present paper examines the double jeopardy effect in the Internet, especially in the context of consumer magazine websites. We assess whether the double jeopardy effect in the magazine websites is determined by the offline market share of the parent brand (i.e. market share of the printed magazine brand) or the market share of the online brand extension (i.e. market share of the magazine website). Using the dataset consisting of 18 Finnish consumer magazines, we find that the visiting frequency in the magazine websites is a function of online market share and is not affected by the market share of the parent brand offline. The findings and their implications for media managers are discussed. Keywords: magazine brands, double jeopardy, Internet
The Emotional Car Face: The Optimal Mix Of Friendly And Aggressive Design Elements Jan Landwehr, University of St. Gallen Ann L. Mcgill, University of Chicago Andreas Herrmann, University of St. Gallen
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When designing products, an ever-increasing number of companies are attempting to anthropomorphize their products, in order to provide them with an unmistakable personality and differentiate them emotionally from the products of competitors. To date it is, however, unclear which emotional human expressions are best suited to optimize the consumers’ reactions towards the design. With two studies in the automotive context we show that combining aggressive headlights with a friendly grille leads to both the highest subjective liking ratings and the highest sales in the market. This finding is theoretically discussed and managerial implications are offered. Keywords: Product Design; Anthropomorphism; Emotional Expression; Brand Attributes
EMAC - European Marketing Academy
Wednesday – 10:45-12:25
Session 16.02:
Retailing, Channel Management and Logistics Room: SP.2.10 Session chair: Regina Gattringer, Johannes Kepler University of Linz
Customer Right-Channeling: Conceptual Development And Experimental Evidence Of Channel Migration Encouragement Through Assortment Modification
How Differentiated Are Branded Commodities: An Empirical Examination Of Consumer Attitudes And Behaviour
Dennis Herhausen, University of St. Gallen Marcus Schögel, University of St. Gallen
Francesca Dall’Olmo Riley, Kingston University Jaywant Singh, Kingston University Chris Hand, Kingston University
Our study examines how firms may encourage customers to migrate between channels in a multichannel environment. We use the PPM-Model of human migration to explain customer right-channeling and conduct two experiments of stationary retail to online migration. Our results suggest that the intention to use the target channel can be increased by reducing the assortment in the current (push measures) and enlarging the assortment in the desired (pull measures) channel. Furthermore, switching costs moderate the impact of both measures. Based on our qualitative work and empirical results, we provide guidelines to managers of how to successfully right-channel their customers.
The purpose of this study is to examine whether differences in brand positioning affect buying behaviour and brand image in a highly branded commodity category – bottled water. Both attitudinal and market performance (Dirichlet) measures reveal that brands in commodity markets follow the same patterns as brands in other markets, i.e. a brand’s size is the main differentiating factor, not its positioning strategy. A paradox of these findings is that, if brands are considered by consumers to be all very similar to each other, to be easily identifiable and to ‘stand out’ from the crowd becomes even more important for brands.
Keywords: Multichannel management, customer right-channeling, channel migration
Keywords: commodity markets; Dirichlet; brand positioning; consumer attitudes; brand loyalty
Diverse National Grocery Market Structures: An Explanatory Approach
The Impact Of Consumer Replacement Decisions And Leapfrogging Behavior On The Timing Of New Product Introductions
Hendrik Bosshammer, European Business School Tobias Schaefers, European Business School
Thomas Schreiner, University of Kiel Mark Heitmann, University of Kiel Florian Stahl, University of Zurich
Given dissimilar market positions of grocery retail formats across Europe, our study links these differences to diverse consumer preferences. Based on the preference concept, data from a conjoint analysis survey among 480 customers in France and Germany indicates significantly different national preferences for retail format features. A comparison of preference data and the national market shares of different retail formats shows evidence for the hypothesized relationship. The contribution of our research findings is therefore to improve the understanding of consumerrelated factors influencing national market success of different retail formats.
Firms managing products across multiple generations face the challenge of timing the introduction of new product generations. Early introductions capitalize on the current willingness-to-pay of existing customers, but may also lead to a phenomenon called leapfrogging, i.e. customers skipping a generation. In addition, early introductions cannibalize the existing product in the market and are associated with high product development costs. Based on individual replacement decisions, we develop a model to investigate the drivers of the optimal product introduction time. Our model predicts that firms which are able to reduce the effect technological progress by providing product upgrades or price reductions can significantly shift the optimal product introduction time. Keywords: Product Replacement; Leapfrogging Behavior; Product Introduction; Multiple Product Generations
Keywords: Grocery Retailing, Retail Format, International Marketing
Channel Strategy Configurations For Manufacturers With Indirect Distribution Regina Gattringer, Johannes Kepler University of Linz This study focuses on channel strategy options for manufacturers with indirect distribution. The prime research objective was the development of a configuration model of suc-
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EMAC - European Marketing Academy
Wednesday – 14:00-15:40
cessful channel strategies. The channel strategies of eleven Austrian manufacturers in the “building industry” and “interior industry” were the base of this qualitative study. The designed configuration model, with five successful configurations, demonstrate that mainly two dimensions (“attractiveness of the wholesale” and “market scope”) have an important influence on the selection of channel strategy. Different internal and external factors are linked to the dimension “attractiveness of the wholesale”.
WEDNESDAY – 14:00-15:40
Keywords: Channel strategy; Channels of distribution; Routes to market; Configuration; Indirect Distribution
Session 01.03:
An Agent-Based Simulation Of Multi-Channel Choice Behavior
Advertising, Promotion and Marketing Communication: Sponsorships and Placement
Lea Wakolbinger, University of Vienna Christian Stummer, University of Vienna
Room: SP.s.05 Session chair: Bruno Kocher, HEC Paris
The analysis of consumer channel choice behavior receives wide attention from practitioners, since a thorough understanding of customer needs is essential for efficiently establishing an integrated multi-channel retail environment. We have developed and implemented an agentbased model being capable of simulating the impact of marketing activities on consumer channel choice behavior in each phase of the purchasing process while also taking into consideration communication between consumers within a social network. This work outlines the model framework and provides simulation results for a sample application with real-world data.
The Role Of Articulation In Sponsorship Portfolio Communication
Keywords: Channel choice; Multi-channel environment; Impact of marketing activities; Social interaction; Agent-based simulation
Pi-Hsuan Monica Chien, The University of Queensland T. Bettina Cornwell, University of Michigan Ravi Pappu, The University of Queensland Perceived fit between the sponsor and sponsored property has been found to influence information processing and brand evaluations. We examine, in the context of a sponsorship portfolio, how fit between sponsorship properties can be created through articulation. Building on theories of associative network memory and relational processing, we hypothesize that the links between sponsorships can be situationally enhanced and substantiated. Results from our experiment show that, compared to unarticulated sponsorships, articulated sponsorships in a portfolio generate a brand meaning that has greater consistency and clarity but negative affect. This implies a need to carefully integrate disparate sponsorships in a portfolio. Keywords: sponsorship, brand image, articulation, fit
Drivers Of Correct Sponsor Identification For Children Reinhard Grohs, University of Innsbruck Udo Wagner, University of Vienna Regina Steiner, University of Vienna One important aim of sponsorship is to make consumers aware of sponsoring brands. Given the widely varying recall and recognition rates observed for different consumers across different sponsors and events, researchers identified a list of factors that might impact on correct sponsor identification. Based on these analyses we empirically test how children memorize sponsors. Such an analysis is particularly relevant as children have become a substantial market and much sponsorship is targeted toward children, too. We find that some factors influence sponsor memorization in a similar fashion as for adults (e.g., positive effects of sponsor prominence and continuous sponsorship exposure), while other factors are unique to children (e.g., positive effects of age; negative effects of activity-sponsor fit on sponsor recall). Reasons for the findings and avenues for further research are discussed. Keywords: Children, sponsorship, sponsor memorization
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Product Placement In Song Lyrics: Impact Of Cognitive Load And Disclosure Bruno Kocher, HEC Paris Stephen J. Gould, Baruch College This paper focuses on a specific case of product placement, namely brand placement in song lyrics. It analyzes the effect of cognitive load and disclosure of ulterior motives on memory toward the placement, attitudes toward the brand and toward the artist. Through an empirical study, we show that cognitive load and disclosure affect recognition, while attitudes toward the artist and the brand are affected in opposite directions but only by disclosure. We hope this research will help academics, practitioners and artists in the context of product placement in songs, and set the basis for further research. Keywords: Product placement, brand, artist, disclosure, cognitive load
The Effect Of Protagonist-Interaction On The Effectiveness Of Brand Placements Bernadette Kamleitner, Queen Mary, University of London Abul Khair Jyote, Queen Mary, University of London Brand placements are a popular but costly marketing tool. To ensure value for money it is essential to know which placements are effective. Based on known drivers to the effect of placements, it is suggested that protagonist-brand-interaction is a particularly effective placement type. Three versions of the same movie varied type of brand placement (protagonist-interaction, no-interaction, no placement). Protagonist-interaction increased memory, product attitudes, and purchase intent. In case of female consumers it also increased WTP. Even if prominently featured, mere brand placement had no influence on attitudes and intentions. Brand placements became solely relevant because of the protagonist-interaction.
EMAC - European Marketing Academy
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going survey. The whole survey centers on specific organizational aspects of purchasing by concentrating on the implementation of key supply management (KSM). Research on KSM is scarce and this research aims at building knowledge on this overlooked topic. On the basis of 25 in-depth interviews with purchasing managers of multinational companies this paper concentrates on the obstacles that make it difficult for a firm to implement KSM. The paper identifies three main obstacles and develops the idea of an asymmetry between purchasing and marketing situations. Keywords: Purchasing, key supply management, organization
Antecedents And Consequences Of Key Account Management Orientation - An Empirical Study Nektarios Tzempelikos, Athens University of Economic and Business Spiros Gounaris, Athens University of Economic and Business The role of Key Account Management (KAM) in building long-term relationships between buying and selling firms is widely acknowledged in the literature. However, this relationship-oriented perspective of KAM lacks appropriate empirical examination. This study attempts to conceptualize and develop a valid measure of Key Account Management Orientation (KAMO), a multidimensional construct integrating company’s attitude towards KAM and subsequent behaviors. Furthermore, examines the antecedents of KAMO as well the outcomes from its adoption. Findings suggest that KAMO is related to environmental as well as intra-organizational factors. Also, KAMO positively affects performance. Academic as well as managerial implications are discussed. Keywords: Business-to-business marketing, Key accounts, Relationship Marketing
Keywords: product placement, advertising, recall, recognition, attitudes
Trading Off For The Effects Of Prioritization Perception And Status Consciousness On Customer Profitability
Session 02.01:
Hauke Wetzel, University of Mannheim Maik Hammerschmidt, University of Mannheim Hans H. Bauer, University of Mannheim
Business-to-Business Marketing & Networks Room: SP.s.07 Session chair: Harri Terho, Turku School of Economics
Key Supply Management - Not A Simple Mirror Of Key Account Management Catherine Pardo, EM LYON Business School Ohanes Missirilian, Artus Associates & EM LYON Business School Philippe Portier, EM LYON Business School Robert Salle, EM LYON Business School This paper is a work in progress and reports on intermediary empirical findings of an on-
Customer prioritization has been promoted as a concept for boosting relationship performance by granting elevated status to important customers. While research has focused on unintended side-effects of prioritization on low-status relationships, dark sides of prioritization that may occur for high-status customers have been neglected. In this study, we examine the effects of prioritization perception and status consciousness on relationship performance. Based on survey and financial data of 524 interfirm exchanges we find that status consciousness has the potential to undermine relationship profitability due to disproportionate increases in costs that outweigh the positive effect of enhanced sales and loyalty. Furthermore, prioritization perception turns out to be a very strong driver of status consciousness. Keywords: B2B, customer prioritization, customer profitability, loyalty drivers, relationship marketing, status
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The Impact Of Partner Fit On The Intellectual Capital And Alliance Performance I Chen Wang, National Cheng Kung University Hsin Hsin Chang, Dept. of Business Administration, National Cheng Kung University This study proposes an integrated research model for the purpose of investigating how the concept of “fit” in terms of strategy and relationship between partners, affects the alliance performance. This study adopted the single case methodology for investigating the research question. The results showed that the construct of strategic fit will increase and improve the knowledge capital. The construct of relationship capital will promote knowledge and help the coordination activities. Additionally, the learning capability, which is originally embedded in the organization, will have a positive influence on the relationship between partner fit and the benefits which result from the fit. Keywords: Strategic fit, Relationship fit, Intellectual capital, Alliance performance Session 03.03:
Consumer Behavior Room: SP.s.01 Session chair: Lutz Hildebrandt, Humboldt Univeristy Berlin
The Backfire Effects Of Choice Intention Formation For Decision Making In An Out-Of-Stock Context Anneleen Van Kerckhove, University College Ghent & Ghent University & Ghent University Maggie Geuens, University College Ghent & Ghent University & Ghent University Iris Vermeir, University College Ghent & Ghent University The ‘intention superiority’-effect entails that once an intention is formed, this intention is stored in a heightened state of activation, making the subject of the intention more and any competing information less accessible. This study shows that these changes in brand accessibilities may render choice decisions suboptimal in an out-of-stock context. Forming a choice intention for the most preferred brand inhibits consumers’ second most preferred brand. Consequently, when confronted with an out-of-stock of the preferred option, significantly less respondents may choose their second most preferred option when they previously had versus did not have formed a choice intention. Keywords: out-of-stock, intention superiority, brand accessibility, decision making
Context Effects As Customer Reaction On Delisting Nicole Wiebach, Humboldt University Berlin Lutz Hildebrandt, Humboldt University Berlin Delisting of brands is frequently used by retailers to strengthen their negotiating position.
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EMAC - European Marketing Academy
However, retailers and manufacturers have to consider potential reactions when customers are faced with a reduced assortment and thus choice set. In this paper two studies are presented which investigate customers` switching behavior if a brand is unavailable. Various conditions are tested by taking into account context theory. The results reveal that customer responses depend significantly on context. A real-life example suggests that manufacturers encounter substantially larger losses than retailers. Implications for both parties can be derived and recommendations for further research are made. Keywords: delisting, context effects, unavailability, switching behavior, retailing
When The Middle Option Is No Longer The Preferred One: Temporal Distance, Level Of Construal And Compromise Effect
RAWN WITHD
Alessandra Zammit, University of Bologna Gian Luca Marzocchi, University of Bologna
Several studies have shown that compromise effect affects choice as an outcome of consumers’ extremeness aversion. In this research we show that levels of alternatives’ construal can moderate the compromise effect. In study 1 we demonstrate that a high-level priming, acting on the weight associated to alternatives’ pros/cons reduces compromise effect. In study 2 we show the same decrement when the choice outcome is located in the distant future (opposite to near future). In study 3, we directly manipulated the salience of pro/cons, showing that this priming cancels the differences in strength of compromise effect between near and distant future. Keywords: construal level theory, psychological distance, compromise effect, pros and cons
Green Wave For Healthy Shopping? The Influence Of Traffic Light Colour-Coded Versus Monochrome Front-Of-Pack Nutrition Information On Consumers’ Food Choices Joerg Koenigstorfer, Saarland University Andrea Groeppel-Klein, Saarland University Friederike Kamm, Saarland University The goal of this article is to assess how effective two different front-of-pack labelling schemes – namely the traffic light colour-coded Guideline Daily Amount (GDA) and the monochrome GDA schemes – are in stimulating healthy food choices. To this end, a laboratory experiment was conducted that allowed us to examine actual product choices and to reduce socially desired responses. The results show that traffic light colour-coded GDA systems generate higher awareness and tend to positively impact healthy product choices. Also, the interpretation of numeric figures on the labels is partially easier for consumers confronted with the traffic light GDA system, with no negative effects on the correctness of the use of numeric figures. Keywords: Nutrition labelling, Healthy food choices, Grocery shopping, Consumer decision making
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Session 03.04:
Consumer Behavior Room: SP.s.10 Session chair: Andrea Hemetsberger, University of Innsbruck
Nonconscious Influence Of Colour On Brand Choice Steven Dunn, University of Southern Australia Svetlana Bogomolova, Ehrenberg-Bass Institute for Marketing Science Byron Sharp, Ehrenberg-Bass Institute for Marketing Science Recent studies suggest that subtle cues in the environment can influence consumer choices without consumers’ conscious awareness. This research successfully replicates and extends Berger and Fitzsimons’ (2008) seminal study titled ‘The Pen Color Study’. Our study uses yellow and white paper surveys to examine respondents’ brand preferences across four product categories. Results indicate a greater proportion of respondents selecting yellowassociated brands in a survey on yellow paper, as opposed to white paper. However, prior brand usage moderates the strength of this influence. This article contributes to further development of reliable knowledge regarding the influence of environmental cues on consumer choices. Keywords: environmental cues, nonconscious influences, brand choice, brand usage, replication
Children Perception Of Store Atmosphere: Youth Consumers Are Not Miniature Adults Kafia Ayadi, ESC – Rouen Business School This paper aims at understanding 7 to 12 children perception of store sensorial environment. Investigations were made within a French shoe shop. Results indicate that children’s perception of store atmosphere is different from that of adults: they consider the store atmosphere as an entertainment and a way of having fun. Differences between the designer wanted positioning and the perceived one by children is found. Our work suggests that retailers should fit their store strategy to this specific segment of consumers in order to better target their actions. Keywords: store atmosphere, children, sensorial perception, ethnographic methodology, qualitative study
Sensing And Experiencing The Transformative Power Of Brands – An Investigation Into Passionate Consumption Of Lingerie Andrea Hemetsberger, University of Innsbruck Melanie Hoppe, University of Innsbruck Kurt Matzler, University of Innsbruck Caroline Mühlbacher, University of Innsbruck Elisabeth A. Pichler, University of Innsbruck
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EMAC - European Marketing Academy
Recent research has shown that brands we are passionate about not only contribute to our extended selves but also bear the potential to help transform our selves. So far, this effect has been researched in the context of publicly consumed brands. This article aims to contribute to this field of research by introducing brand experience as explanatory variable for consumer self-transformation perceptions in the context of mostly privately consumed objects. We tested the effects with women who are passionately related to underwear and lingerie. The findings of our quantitative study show that private brands unfold their transformative power through sensory, affective, intellectual, and behavioural experiences (brand experience), which result in strong passionate feelings towards the brand. Contrary to prior studies, we found no effect of consumers’ personality characteristics on self transformation and passion. However, our study corroborates the strong relationship between consumer passion and evangelism. Keywords: Brand Experience, Self-Transformation, Passion, Personality, Brand Evangelism
Scented Message: The Effects Of Advertising Olfactory Cues On Argument Scrutiny And Purchase Behavior Friederike Haberland, University of St. Gallen
RAWN WITHD
Previous research on scent perception has focused on the effects of ambient scents (i.e., scents in the environment) on consumer decision making. However, little work has examined how consumers process olfactory attributes that are integral to advertised products. Applying insights from social psychology, the proposed research investigates the effects of argument strength in the presence and absence of an olfactory cue using “scratch-andsniff” advertisements. Results of a field experiment indicate that buying behavior increases in the presence of a scent even when argument quality is weak. In contrast, when no scent is present, purchase behavior is only higher when argument quality is strong. Results indicate that affective responses triggered by scent mediate observed effects. Theoretical and practical implications are discussed. Keywords: olfaction; persuasion; retailing; environmental psychology; consumer behavior Session 04.03:
Innovation and New Product Development Room: SP.s.08 Session chair: Claudia Costa, Lisbon Nova University
Reward Systems For Multiknowledge Individuals: Improving Non-Marketing Managers’ Use Of Customer Information Silja Korhonen-Sande, BI Norwegian School of Management Jon Bingen Sande, BI Norwegian School of Management Combining technological and market information is at the heart of new product development. This paper examines the impact of previous work experience, customer oriented reward systems, supervisor customer emphasis, and information integration on customer
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information use by R&D and manufacturing managers. The model combines insights from research on information utilisation, cross-functional collaboration, and social identity theory. The data shows that the lower the supervisor customer emphasis, the more negative the interaction effect between the employee’s previous experience in marketing and sales work and customer-oriented reward systems on customer information use. Information integration significantly increases information use.
The Determinants And Consequences Of Customer Oriented Solutions: Analysing The Role Of Financial Performance
Keywords: new product development, cross-functional integration, information use, customer- centric management systems, multi knowledge individuals
In this research, the authors use longitudinal data to investigate the relationship between past performance (time 0), customer oriented solutions and innovativeness (time 1) and future financial performance (time 2). While using objective financial indicators for measuring the performance measures (time 0 & time 2), this study depicts that innovativeness and customer oriented solutions do not have a linear relationship with performance. Moreover it is found that past operational results (measured by EBITDA to total assets) are positively associated with innovativeness and negatively with customer oriented solutions. Implications for researchers and practitioners are discussed.
Determinants Of Customer And Competitor Knowledge Processing In R&D Sami Saarenketo, Lappeenranta University of Technology Liisa-Maija Sainio, Lappeenranta University of Technology Hanna Salojärvi, Lappeenranta University of Technology This study examines the intra-organizational determinants of customer and competitor knowledge processing in R&D. Although customer and competitor knowledge processing have been identified as preconditions of new product success, their determinants in R&D context still remain understudied. To address this research gap, hypotheses are tested on a sample of 213 firms in Finland using hierarchical regression analysis. The findings show that marketing - R& D interface, technological and innovative orientations are positively associated with customer and competitor knowledge processing. Also proactive orientation is positively associated with customer knowledge processing. Finally, firm size affects the level of competitor knowledge processing. Keywords: customer knowledge processing, competitor knowledge processing, marketing – R&D interface, technology orientation, entrepreneurial orientation
Learning From Single Customers – The Link Between Learning Orientation, Knowledge Generation Competence And Innovativeness In B2B Markets Ilka Griese, Free University Berlin Doreén Pick, Free University Berlin Michael Kleinaltenkamp, Free University Berlin Knowledge generation is one of the key factors for building and sustaining competitive advantages in B2B markets. Despite the prominence of customers as an important source for generating knowledge, the concept of knowledge generation competence (KGC) as the gathering and evaluation of external information from single customers is mostly unidentified. Therefore, our article aims first to present the conceptualization and measurement of the knowledge generation competence. Second, we investigate the influence of a firms’ learning orientation on the KGC, as well as its impact on the firms’ innovativeness. The results of our study will strongly contribute to the organizational learning literature. Keywords: Knowledge generation competence, organizational learning, learning orientation, innovativeness
Claudia Costa, Lisbon Nova University Luis Lages, Lisbon Nova University Ana Queiroga, IPAM
Keywords: Past Performance, Customer Oriented Solutions, Future Performance, Quadratic Relationships, EBITDA Session 05.01:
International and Cross-Cultural Marketing Room: SP.s.12 Session chair: Ralf Terlutter, Klagenfurt University
Cultural Values In International Segmentation: The Taste For Wine In China, Chile And France Nathalie Guibert, Paris II Pantheon-Assas University Bertrand Belvaux, Paris II Pantheon-Assas University Cultural value theory (Schwartz, 1999) presents a great potential for international marketing segmentation, notably, by comparing nations on their cultural value priorities. Together with the means-end chain theory, this theory helps to forecast and analyse the links made by consumers of various countries between product attributes and beneficial aspects of product consumption. In this paper, we present an application of this theoretical framework to a comparison of the French, Chilean and Chinese wine markets. The results allow drawing a research agenda to deepen our understanding of the impact of cultural values in consumers’ means-end chains. Keywords: Cultural Value Theory, Human Values, Means-End Chains, International Marketing, Segmentation, Wine
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Marketing Across Cultures: Exploring UK Consumer Reactions To Religious Endorsements Mubbsher Munawar Khan, Vienna University of Economics and Business Bodo B. Schlegelmilch, Vienna University of Economics and Business Haseeb Shabbir, University of Leeds In an increasingly turbulent and unpredictable global marketplace, religious endorsements addressing the needs of minority groups may not be appreciated by the majority of consumers. This renders such endorsements potentially controversial. We analyze a specific religious endorsement, namely the Muslim Halal endorsement, and use an experimental setting to determine the reaction of non-Muslim (majority) consumers to such an endorsement. This paper is theoretically anchored in the social psychology literature on in-groups and out-groups and provides empirical evidence on the affect of Halal endorsements on the purchase intent of non-Muslim consumers. Our findings show that, with some products, Halal endorsements may lead to a decrease in purchase intent. Furthermore, the Halal logo has a different impact depending upon whether respondents have or have not been briefed about Halal. Keywords: Endorsement, Halal, Social Identity theory
The 50+-Market: United In Diversity? Evidence From 6 Western Countries Tatjana Koenig, HTW Saarland – University of Applied Sciences Susan Pulham, Saarland Business School This paper focuses on customer profiles in the appealing 50+market of Western countries. The common approach to view 50+customers as being homogenous even on a national basis is questioned. Preferences should become more specific as character traits do with increasing age. To suit customers’ needs and at the same time market in a cost-efficient way, the approach of identifying cross-national segments is pursued. The database with more than 1.000 personal interviews from six countries was cluster analyzed. The results show 5 cross-national segments that exist in all of the six countries – with varying size though. Keywords: Demographic transition, International market segmentation, cross-national segments, the over-fifties market, cognitive age, ageing, innovativeness
Cultural Typologies – How Valuable Are They For Market Segmentation? Ralf Terlutter, Klagenfurt University Sandra Diehl, Klagenfurt University One important area of cross-cultural research identifies sets of cultural values useful in describing cultures. The paper analyzes four such frameworks: Hofstede, Schwartz, GLOBE and World Values Survey. The paper questions the validity of applying only one single framework for marketing purposes by demonstrating that country segmentations based
EMAC - European Marketing Academy
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on each of the four different frameworks lead to fundamentally different country clusters. The paper then estimates the overlap between the four frameworks and extracts seven second order cultural domains by integrating the four typologies into one more comprehensive typology. Implications and limitations are briefly addressed. Key Words: Cultural Values, Market Segmentation, International Marketing Session 12.03:
New Technologies and E-Marketing Room: SP.2.05 Session chair: Guda Van Noort, University of Amsterdam
Web Site Brand Image, Relationship, And Credibility As Determinants Of E-Shopper Loyalty Sandra Loureiro, Aveiro University Silvina Santana, Aveiro University This study examines the impact of web site brand image, web site brand relationship and web site brand credibility on e-shopper loyalty to the web site. The model was estimated on data from consumers of online products in Spain and Scotland using PLS technique. The findings suggest that a strong relationship between the brand and the customer increase the credibility of the web site brand and encourage the users to recommend the web site and to by again. A favourable web site brand image in the mind of the costumer helps to create a relationship with the web site brand. Keywords: web site brand, e-shopping, brand relationship, brand image, credibility, loyalty
A Typology Of Online Users Based On Emotions New Technologies and E-Marketing George Christodoulides, University of Birmingham Nina Michaelidou, University of Birmingham Nikoletta Siamagka, Royal Holloway, University of London No study to date has empirically examined online emotions as a basis to segment internet users. Focus groups with internet users were conducted to identify pertinent online emotions followed by an internet survey in the UK, US, Australia and Canada. Four crossnational market segments are identified in this study and labelled as “nervous”, “invisible”, “confident but reserved” and “confident and carefree”. These clusters discriminate on the basis of age, working status and perceptions towards online brands. Findings suggest it is viable for online marketers to use emotions as a way to segment international markets into clusters that cut across cultures. Keywords: Consumer typology, internet users, emotions, clustering
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EMAC - European Marketing Academy
Understanding Website Interactivity Effects
Session 10.01:
Guda Van Noort, University of Amsterdam Hilde A.M. Voorveld, University of Amsterdam Eva A. Van Reijmersdal, University of Amsterdam
Marketing Theory
Website interactivity created numerous opportunities for marketers to inform and persuade online consumers, and received extensive attention in the marketing literature. However, research on cognitive responses to website interactivity is scarce and does not provide empirical evidence for how interactivity effects can be explained. Therefore, the aim of this study was to investigate the underlying mechanism that explains the influence of website interactivity on consumers’ information processing and attitudes: online flow. In an experimental design the hypothesis was tested that flow mediates the effects of website interactivity on amount and type (website vs. product information) of information processed, and on attitudes. The results provide evidence for the notion that flow is the underlying mechanism by which both cognitive and attitudinal responses to an interactive website can be explained. Keywords: Website interactivity, online flow, information processing, online persuasion
An Experimental Investigation Of The Influence Of Virtual Community Characteristics On Consumers’ Evaluations Of An Online Store Peter Wolfgang Domma, Saarland University Dirk Morschett, University of Fribourg Hanna Schramm-Klein, University of Siegen Joachim Zentes, Saarland University In this paper we report the findings of an experimental study contributing to the knowledge on consumer behavior in e-commerce. We examine the impact of different characteristics of an integrated virtual community (VC) within an online store on consumers’ evaluations of that store. An online experiment (n=477) applying a professionally designed shopping website with integrated VC was conducted, using a non-forced exposure method. We show that the implementation of a VC in a shopping website and, more specific the exertion of influence, the quality and the sociability as key characteristics, highly influence consumers’ perception of the online store. Keywords: E-Commerce, Virtual Community, Web 2.0, Experimental Design, TAM
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Room: SP.s.03 Session chair: Roderick Brodie , University of Auckland
A Conceptual Model For Value Co-Creation: Designing Collaboration Within A Service System Pennie Frow, University of Sydney Adrian Payne, University of New South Wales Kaj Storbacka, Hanken School of Economics Value co-creation is a cornerstone of service-dominant (S-D) logic. We extend previous conceptualizations, considering value co-creation as a process of resource integration between a broader set of actors within a service system. Building on earlier work, we discuss a spectrum of twelve co-creation activities and develop a conceptual model for co-creation. To optimize value co-creation, we propose use of a business model design approach, integrating resources that are available within a service system. This involves identifying resource integrators who are willing to engage co-creatively and considering how they wish to collaborate, avoiding potentially value-destroying interactions. Future research opportunities are considered. Keywords: Value co-creation; service system; service-dominant logic; value co-destruction; value collaboration.
The Service-Dominant Logic And Value Concepts Geir Gripsrud, BI Norwegian School of Management
RAWN D H T I W
Service-Dominant (S-D) logic has been suggested as a new foundation for the marketing discipline (Vargo and Lusch, 2004). It is maintained that marketing needs to break away from the traditional Goods-Dominated logic inherited from economics, where value is considered to be embedded in the product. Furthermore, instead of „exchange value‟ marketing should focus on „use-value‟. Adam Smith is blamed for leading economics – and later marketing - astray in this respect. In this paper we will argue that the proponents of S-D logic may a) misinterpret the meaning of „exchange value‟ and „use value‟ as employed by classical economists and b) be unaware that marketing descended from the German Historical School in Economics and not from mainstream neoclassical economics. The latter has always considered value to be subjective and not embedded in the products. Keywords: Service-Dominant logic, exchange value, use value, neoclassical economics
Exploring The Relative Power Of The Marketing And Sales Departments And Its Consequences George Avlonitis, Athens University of Economics and Business Constantinos Lionakis, Athens University of Economics and Business This paper focuses on the role of Marketing and Sales departments’ power in the creation
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of effective cross functional relationships. Based on the data collected from both Marketing and Sales managers of 132 companies, the study shows that when the Sales department has more power than the Marketing department then (i) the Marketing department’s decision authority for the execution of basic marketing activities is decreasing, (ii) the level of conflict between the two departments is increasing, and (iii) company performance is decreasing. The implications of the study are discussed. Keywords: Marketing-Sales power, Marketing-Sales responsibilities, Marketing-Sales conflict, Company Performance
The Consumer Evaporates: Insights From Practice Theory Ruth Rettie, Kingston University This paper argues that practice theory illuminates marketing theory, moving beyond what has been dubbed ‘Kotlerian’ marketing towards an understanding of marketing that avoids the dualism inherent in consumer and product terminology. The paper outlines a practice theory approach in which marketing is understood from a practice rather than a transactional perspective, challenging the concept of the consumer as an independent persisting agent with endogenous needs and wants – the ‘consumer’ evaporates. This practice-based approach contributes to marketing theory, meeting some of the objections levelled at Kotlerian marketing, and providing insights that can usefully be applied by marketing practitioners.
EMAC - European Marketing Academy
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Collective Hedonic Services And Loyalty Intentions: The Role Of Customer Satisfaction, Psychological Sense Of Community, Emotional Experience, And Frequency Of Use Steffen Jahn, Chemnitz University of Technology Jan Drengner, University of Munich Hansjoerg Gaus, Saarland University Cornelia Zanger, Chemnitz University of Technology Producing collective hedonic services such as festivals or sport events has been a growing industry in recent years. The authors argue that for such services, in addition to individual customer satisfaction, a psychological sense of community among attendees and emotional experience are important factors influencing future service re-patronage. Moreover, interactions of these variables with frequency of prior use are analyzed. The conceptual model is tested among attendees of Europe’s largest hip hop festival. Results show an impact of satisfaction but also the explanatory power of psychological sense of community and emotional experience for loyalty intentions. However, the effects of satisfaction and psychological sense of community are only valid for low-frequency attendees. Keywords: collective hedonic services, psychological sense of community, customer satisfaction, loyalty intentions, emotional experience, festival, hip hop
Keywords: Practice theory, consumption, critical marketing
The Sense Of Nature Sounds In The Servicescape: Customer Experiences And Reactions Concerning Different Types Of Sounds
Session 18.01:
Johan Jansson, Umea University
Services Marketing Room: SP.s.14 Session chair: Katarina Hellen, Hanken Swedish School of Economics
The Trait Happiness Predicts Perceived Service Quality Katarina Hellen, Hanken Swedish School of Economics Maria Sääksjärvi, Delft University of Technology and Hanken Swedish School of Economics We studied the impact of an intrinsic trait, happiness, on service evaluation. Our first study showed that happier customers evaluated service quality in utilitarian services in a more positive manner than did customers who were less happy. The second study showed that for hedonic services, involvement serves as an antecedent to perceived quality so that customers who are happier are also more involved in hedonic services, and thereby, perceive service quality in a more positive manner. These results contribute to the marketing literature by showing that customers are predetermined to evaluate service quality in line with their level of happiness. Keywords: happiness, mood, service quality, trait
Research emphasises sound as an important variable in servicescapes. However empirically, sounds have been operationalized mainly as different types of music. This paper explores the influence of nature sounds on customer perceptions in a car parking service facility. Responses from field experiments consisting of 600 customers in three groups are analyzed. Results show that customers perceive the sterile servicescape as significantly safer and more spacious when sounds are introduced. Furthermore, a nature sound evokes higher self-reported curiosity, better mood, lower stress levels, and higher willingness to return, than a manmade sound. Research and marketing implications are discussed. Keywords: Sterile servicescape, bird songs, nature sound, field experiment
Complexity Vs. Network Effects: How Different Tariff Models Affect Referrals For A Telecommunication Service Christian Barrot, Christian-Albrechts-University at Kiel Jan U. Becker, Christian-Albrechts-University at Kiel As referral reward programs have become a standard tool for marketing managers especially in the services industry, researchers and managers have spent considerable thought on designing such programs and their specific incentive structure. However, other marketing instruments fostering referrals have found little attention so far. In our study, we outline the effect of tariff models widely applied by telecommunication services on referrals. We compare a simple “one-price-per-minute” and a “network pricing” tariff using customer,
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referral, and usage data from a German mobile service operator. We analyze different effects of both approaches on referral activity, referral quality and referral revenues.
When Do People Matter In Employer Branding? The Impact Of Employee Associations On Employer Preferences
Keywords: Tariff Models; Referral; Services; Word-of-Mouth
Benjamin Von Walter, University of St. Gallen Daniel Wentzel, University of St. Gallen Torsten Tomczak, University of St. Gallen
Session 14.03:
Product and Brand Management Room: SP.s.16 Session chair: Nathalie Fleck, Cergy-Pontoise University
The Influence Of Base Product Quality On Customization Utility Christoph Ihl, RWTH Technical University Aachen Frank Piller, RWTH Technical University Aachen An increasing number of firms with well known brands consider mass customization as complementary strategy to mass marketing. These firms market standard and customized products under a common brand and retailing context. In this paper, we propose that the success of customization as extension to standard product lines relies on the quality of the base product being customized. Accordingly, we investigate how consumer evaluations of customized products are formed relatively to standard products that form the base of customizing. In particular, we study the role of standard products as consumers’ reference point to infer the utility of a customized product. In a series of experiments, we test two (competing) principle mechanisms by which the underlying standard product moderates the marginal utility of a customized product: (1) diminishing marginal utility and (2) performance uncertainty. We find support for the first principle by which the marginal utility of a customized product is predicted to be lower with an increase in base product utility. Important marketing implications can be derived for branded customizable products. Keywords: Customization, Product utility, Experiments
How Could The Congruence Model Explain Co-Branding Effectiveness? Nathalie Fleck, Cergy-Pontoise University Geraldine Michel, Universite du Mans, Argumans Co-branding strategies involve the collaboration between two or more brands in order to launch a new product co-named by these two brands. This paper aims to better understand the effectiveness of the co-branded product. The first contribution of this paper is to define effectiveness by distinguishing attitude (hedonic, utilitarian, and symbolic) from behavior (purchase intention and recommendation intention) towards the co-branded product. The second contribution is to propose a model where the relevancy/expectancy approach of congruence is used to explain the effect of moderate incongruence when concerning brandalliances. Finally, the third contribution of this research is to highlight the two mediating effects of perceived innovativeness and credibility, depending on the level of congruence. Keywords: co-branding, brand alliance, congruence, relevancy, expectancy, perceived innovativeness, perceived credibility
Although employer branding has emerged as a significant topic of research, little is known about how employee associations (i.e., the beliefs about the employees working for an organization) affect employer preferences. In this research, we argue that applicants regard employees as a reference group and that their preferences are strongly influenced by whether they want to belong to this group. Secondly, temporal distance constitutes an important moderating variable, such that the effects of fit are more pronounced for distant compared to near future decisions. Two studies involving a student sample and a sample of unemployed individuals confirmed these predictions. Keywords: Employer branding, employee associations, reference group fit, temporal construal
Sociocultural Branding Research (SBR): A Paradigmatic Review Aidan Kelly, University of East London Katrina Lawlor, Dublin Institute of Technology This conceptual paper develops a new brand of academic theory entitled “Sociocultural Branding Research” (SBR). While this term has been recently introduced to the marketing literature, it currently lacks a specific definition, and is poorly collated and understood in the context of mainstream brand management, as many SBR studies are both interdisciplinary and disparate. The paper provides a definition for SBR, and identifies four distinct theoretical and methodological paradigms of academic inquiry within the SBR field. It concludes with a recommendation that sociocultural approaches to branding be given a more prominent role in brand management theory and practice. Keywords: Sociocultural Branding, Cultural Meaning, Consumer Co-Creation, Communal Consumption, Critical Theory, Brand Management Session
Meet the Editors Room: SP.2.02
Marnik Dekimpe,The International Journal of Research in Marketing, IJRM Baba Shiv, Journal of Consumer Research, JCR Ajay Kohli, Journal of Marketing, JM Tulin Erdem/ Hubert Gatignon, Journal of Marketing Research, JMR Gary Lilien, Marketing Science
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WEDNESDAY – 16:00-17:40 Session 01.04:
Advertising, Promotion and Marketing Communication: WOM Room: SP.s.05 Session chair: Gaby Schellekens, Erasmus University
Word Of Mouth Has More Impact On Receivers When The Communicator Uses More Abstract Language Gaby Schellekens, Erasmus University Peeter Verlegh, Erasmus University Ale Smidts, Erasmus University Consumers may use concrete or abstract language when they communicate their experiences through word of mouth. We find that the use of more abstract language leads receivers to infer that the sender of a positive word of mouth message has a more positive attitude toward the product. For negative word of mouth, this effect is reversed. In line with this, we find that language abstraction moderates the impact of word of mouth on the receiver, so that word of mouth about a positive experience leads to more positive attitudes when it is stated in abstract language, whereas word of mouth about a negative experience leads to more negative attitudes when it is stated in abstract language. This insight may be of use for marketers who seek to analyze or manage consumers’ word-of-mouth. Keywords: word of mouth, language
EMAC - European Marketing Academy
Wednesday – 16:00-17:40
Did It Happen To Whom? New Insights Into The Relative Effect Of Positive And Negative Product Judgments On Wom Alessandro M. Peluso, LUISS Free International University Rome Matteo De Angelis, LUISS Guido Carli University Michele Costabile, University of Calabria WOM is the consequence of consumer judgments associated with product experiences, both direct and indirect. We explore the effect of the experience level, i.e., whether the consumer’s interaction with the product is direct or indirect, and the judgment valence on WOM. Results show that when the experience is direct consumers are more willing to spread WOM for positive judgments, whereas when the experience is indirect consumers are more willing to spread WOM for negative judgments. Product involvement moderates this effect. Highly involved consumers are more willing than lowly involved consumers to engage in WOM for negative judgements and direct experiences. Keywords: WOM, product judgment, experience level, valence, self-enhancement, involvement
Understanding Self-Reported Probabilities Of Giving Word Of Mouth Cathy Nguyen, University of South Australia Jenni Romaniuk, University of South Australia Robert East, Kingston University We examine the relationship between self-reported probabilities of giving word of mouth (WOM) in the future and the actual WOM that is given. We find that self-reports more accurately capture what people state they will not do, rather than what they will do. The key reasons for not following through on reported intentions to give WOM are change of mind due to unforeseen circumstances and perceived lack of opportunity to recommend. The fact that these reassessments can happen in a very short time frame should be of concern to marketers using WOM estimates for long-range predictions. Keywords: Word of mouth, self-report estimates, predicting behaviour
The Effects Of Online Experience-Based Marketing Communication On Consumer Responses Marieke Fransen, Amsterdam University Thomas Van Rompay, University of Twente Despite the growing use of online experienced-based marketing communication tools in the field, the academia has paid surprisingly little attention to this widely emerging phenomenon. In the present research we will empirically test the effects of various online experienced-based marketing communication tools on consumer responses. In a series of three studies we demonstrate that online experiences (compared with traditional forms of marketing communication) have positive effects on brand attitudes, organization associations, brand loyalty, buying intentions, and brand relation. These effects are mediated by consumers’ evaluation of the marketing communication tool. Moreover, the effects of online experiences on consumer responses are particularly found for consumers who have a high (vs. low) affective orientation. Keywords: Marketing communication, experience, online, consumer responses, affective orientation
Session 02.02:
Business-to-Business Marketing & Networks Room: SP.s.07 Session chair: Jan Allmann, University of Mannheim
Enhancing Negotiation Success Through A Good Batna And BuyerSeller Relationships: An Investigation Into The “Black Box” Of Negotations Ingmar Geiger, Free University Berlin Robert Wilken, ESCP Europe Klaus Backhaus, University of Münster Two strategies that help selling companies on industrial markets to increase negotiation
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profit have been reported in literature: Increasing negotiator power by establishing a good BATNA and setting up buyer-seller relationships. What is missing is how these effects are realized. We throw a glance into the black box of the respective translation mechanisms. We employ gaming simulation as an experiment of an integrative negotiation setting and quantify observed behavior using a coding scheme. We show that a good seller BATNA mainly enhances seller profit via different cognitions, whereas a buyer-seller relationship increases negotiation efficiency and seller profit via negotiation interaction. Keywords: Negotiation, industrial marketing, BATNA, buyer-seller relationship, negotiation interaction, negotiator cognitions, satisfaction
External Versus Internal Price Search In Industrial Buying: The Moderating Role Of Customer Satisfaction
EMAC - European Marketing Academy
Wednesday – 16:00-17:40
Assessing a New Business Partner: How corporate identity assists the evaluation process Katy Mason, Lancaster University Claudia Simoes, Minho University Firms work in business networks to increase the value of products and services offered to consumers. Therefore managers need to develop effective business-to-business relationships. This paper explores how a buyer and supplier draw on their own identities and the identities of each other in ways that enable them to develop a basis on which to conceptualise and operationalise a new strategic sourcing relationship. An in-depth, longitudinal case study involving a manufacturer buying complex design services is presented. The study suggests that the corporate identity of companies involved in a relationship has a prominent role in informing relationship development.
Martin Klarmann, University of Mannheim Christian Homburg, University of Mannheim Jan Allmann, University of Mannheim
Keywords: Corporate Identity, Supplier Evaluation, Business Relationships
Behavioral pricing research studies price with respect to its human elements. However, B2B-transactions have been excluded from this research domain as industrial purchasing is viewed as dominantly rational. This study questions this assumption by conceptualizing price search against a B2B background (external vs. internal price search) and examining its effects on price premium. Moreover, the exceptional relevance of relational elements in industrial relationships is taken into consideration by modelling customer satisfaction as a moderator of the relationship between price importance and price search. The findings show that the choice of price search mechanism has a clear impact on price premium and that one central criterion for choosing one type of price search is customer satisfaction.
Consumer Behavior
Keywords: industrial buying, price search, customer satisfaction, behavioral pricing, business-tobusiness, price premium
The Internal Competitor: Buyer Behavior And Marketing Strategies Niels Peter Mols, University of Aarhus Claus Thrane, University of Aarhus Suppliers are often confronted with buyers which simultaneously source the same components from both external suppliers and internal production units, i.e., the suppliers face internal competitors. Based on a literature study this paper identifies different buyer motives for choosing dual sourcing by combining internal production and external suppliers. These buyer motives are (1) to avoid idle production capacity, (2) to avoid quality debasement and cheating, (3) to avoid unreliable suppliers and hold-up problems, (4) to avoid inefficient problem solving, and (5) to access technologies and capabilities. For each buyer motive possible marketing strategies are suggested and briefly discussed. Keywords: internal competitor, buyer behavior, business-to-business, marketing strategies.
Session 03.05:
(Note the session ends at 17:15) Room: SP.s.01 Session chair: Mario Pandelaere, University College Ghent & Ghent University & Ghent University
Unconscious Information Processing Reduces Information Overload And Increases Product Satisfaction
RAWN D H T I W Michaela Wänke, University of Basel Claude Messner, University of Basel
Consumers are less satisfied with a product chosen from an extended assortment than a limited one (Iyengar & Lepper 2000). Presumably, information overload causes decreased satisfaction and reducing information overload would increase satisfaction. Building on Unconscious Thought Theory (Dijksterhuis & Nordgren 2006), study results suggest that this classic effect reverses when consumers do not deliberate. Consumers reported lower satisfaction with a praline chosen from a large assortment than a small one, when they either deliberated intensively or chose spontaneously. This effect reversed when consumers were distracted before choosing. Unconscious thinking about a large assortment led to the highest product satisfaction. Keywords: Unconscious Thought Theory, unconscious information processing, information overload, overchoice, product satisfaction
The Curious Case Of Behavioral Backlash: N Why Brands Produce AWReverse R D Priming Effects And Slogans Produce Priming Effects H T WI Juliano Laran, University of Miami Amy Dalton, HKUST Eduardo Andrade, University of California at Berkeley
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Are Days More Valuable Than Months? The Time-Unit Effect In Consumer Decision Making. Christophe Lembregts, University College Ghent & Ghent University & Ghent University Mario Pandelaere, University College Ghent & Ghent University & Ghent University The way a time period is described, has an impact on consumer decision making. Within the framework of the unit effect (Burson, Larrick & Lynch 2009; Pandelaere & Briers, under review), we hypothesized that when consumers were presented to a sooner, but more expensive product offer compared to a later, cheaper offer, they would prefer the latter offer more when the delivery period was framed in months compared to days. Results confirmed this prediction. A proportionally similar difference between days was considered larger than between months, inducing a preference shift to the sooner, more expensive offer in the day-condition. Keywords: Temporal framing, Unit effect, Time perception
Once Bitten, Twice Shy: Attitudes Towards Humans Spill Over To Anthropomorphic Products Bart Claus, Catholic University of Leuven Luk Warlop, Catholic University of Leuven Previous research shows social efficacy motives as a driver of anthropomorphization, potentially an incentive to target lonely people with anthropomorphic products. We assess whether people’s difficulties in maintaining social interactions with others lead to spillover effects towards consumers’ a priori perceptions of their efficacy to interact with objects that can be subject to anthropomorphization. We show that low social efficacy, chronic and induced, leads to reduced estimates of anthropomorphized products’ ability to fulfill their designed function – but not that of nonanthropomorphic products. Conversely, anthropomorphs can fulfill sociality motives, yielding more favorable a posteriori evaluations in people low in social efficacy. Keywords: Anthropomorphization, Social Efficacy, Product Evaluation Session 03.06:
Consumer Behavior
EMAC - European Marketing Academy
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The Influence Of Information Sidedness On The Anticipation Of Conflicting Reactions: Moderating Role Of Prior Attitude Ambivalence And Need For Closure Ineke Uyttersprot, University College Ghent & Ghent University Iris Vermeir, University College Ghent & Ghent University Maggie Geuens, University Ghent This research investigates the influence of information sidedness on the anticipation of conflicting reactions, in case of a positive prior attitude towards an attitude object of which one is aware of its negative features. Our results (N=236) show that two-sided information, compared to one-sided information, sometimes increases and sometimes diminishes the anticipation of conflicting reactions. These diverging effects depend on the ambivalence level underlying the prior attitude and only hold for individuals who are low in Need for Closure. Two-sided information exerts an increasing effect in case of an ambivalent attitude and a diminishing effect when the attitude is univalent. Keywords: information sidedness, anticipation, ambivalence, Need for Closure
Hedonic And Utilitarian Shoppers: Validating A Scale For Measuring Consumers’ Chronic Shopping Orientation Oliver Büttner, Zeppelin University Arnd Florack, Zeppelin University Anja S. Göritz, University of Würzburg We present the Chronic Shopping Orientation Scale (CSOS) as a measure of interindividual differences in shopping: Chronic hedonic shoppers generally enjoy shopping, whereas chronic utilitarian shoppers generally see shopping as a task to be done. The quality of the scale was examined in three studies. The CSOS is a one-factorial measure with good psychometric properties. Convergent validity was supported by expected correlation patterns with compulsive and impulsive purchasing, shopping enjoyment, and general preference for an experiential mode of information processing. Moreover, chronic shopping orientation is stable over different shopping domains, and predicts consumers’ spending behavior. Keywords: Shopping; Motivation and Goals; Inter-Individual Differences
Room: SP.s.10 Session chair: Iris Vermeir, University College Ghent & Ghent University
Consumers’ Tendency To Keep Objects: Definition And Measure
Are You An Early Bird Or A Night Owl? Why Are Diurnal Types Relevant For Marketing?
Valerie Guillard, University Paris Dauphine
Eva Delacroix, University Paris Dauphine Valérie Guillard, University Paris Dauphine
We found that 30% of consumers have a tendency to keep objects they do not use anymore, that are not worth being sold but that are still usable by others. Two focus groups and thirteen semidirective interviews enabled us to understand the phenomenon. Two data collection (N=330) enable us to extract four dimensions which reveal a kind of relationships to objects: instrumental, social, economical and sentimental. We showed that consumers who have a tendency to keep objects replace their products when they need to and are less likely to give them.
This article aims at understanding consumers‘diurnal orientation and discussing its interest for marketing. A qualitative study (n=15) together with a quantitative study (n=112) allowed us to clarify and measure the morningness-eveningness construct. We proposed a 4 types approach according to one’s sleeping preferences and assigned our respondents to one of the following types: the early birds, the night owls, the sleepers and the awake. We also demon-
Keywords: replacement, giving, measurement scale, relationship to objects, materialism.
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EMAC - European Marketing Academy
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strated that these types were related to daily preferences regarding intellectual and physical well-being. Finally, future research and managerial implications were discussed.
Listen To Your Customers! Using Consumer-Generated Content To Elicit Brand Image
Keywords: circadian rhythms, morningness-eveningness, sleeping habits, optimal time of the day
Sonja Gensler, Groningen University Franziska Völckner, University of Cologne Marc Egger, University of Cologne Kai Fischbach, University of Cologne Detlef Schoder, University of Cologne
Session 08.01:
Marketing Research and Research Methodology: Applied Market Research Room: SP.s.08 Session chair: Bruce Hardie, London Business School
Practical Relevance Of Empirical Marketing Research: Exploring The Drivers Of Practical Relevance And The Relationship With Academic Quality Matthias Koch, University of Münster Klaus Backhaus, University of Münster In two studies based on two data sets each, we empirically investigate (1) the relationship between practical relevance and academic quality, (2) the factors driving practical relevance, and (3) how these factors can actively be influenced by scientists. Firstly, our results suggest a positive relationship between practical relevance and academic quality, which implies that they are mutually reinforcing. Secondly, the degree of action orientation of a scientific study has the strongest impact on perceived practical relevance. Since the manipulability of the independent variable positively influences action orientation, variable selection can be used by scientists to actively increase practical relevance. Keywords: Academic quality; journal article attributes; practical relevance
More Than Just A Cigar: An Examination Of The Quality Of Ladders
We develop a new approach to elicit brand image by using consumer-generated content and social network analysis. We use online product reviews to elicit a brand’s image what has several advantages: we observe what consumers actually say about brands, consumers post reviews voluntarily, and they write reviews in a familiar environment and not in an experimental setting. Moreover, historical archives of reviews are available and offer the opportunity to investigate whether certain events have an effect on a brand’s image. We demonstrate that the proposed approach is able to elicit a brand’s image and detect changes in a brand’s image over time. Keywords: consumer-generated content, brand image, network analysis
“BDM-Range” - A Coherent Alternative To Measure Willingness To Pay As A Range Florian Dost, ESCP Europe Robert Wilken, ESCP Europe Valid measurement of consumers’ willingness to pay (WTP) is the key to optimal pricing decisions. Traditional methods measure WTP as a single point. However, in light of preference and choice uncertainty, WTP follows some distribution and should thus be conceptualized as a range. Unfortunately, existing methods to measure WTP as a range lack theoretical coherence. We first show that traditional, single-point-based methods estimate the expected WTP. We then develop a theoretically sound method called “BDM-Range” that also captures variance in WTP. This approach is promising: Besides theoretical superiority, it reaches the same predictive performance as existing methods.
Eugene Kaciak, Brock University Carman Cullen, Brock University Adam Sagan, Cracow University of Economics
Keywords: Willingness to pay, BDM, WTP as a range concept
The quality of ladders obtained with an abbreviated hard laddering procedure is examined from two perspectives: (i) the prominent ladders, i.e. ladders that are depicted in the HVM and are mentioned by at least 5% of the respondents and (ii) “top-of-mind awareness”- a phenomenon which describes the importance of the first several attributes that come to mind for a given product and are strongly associated with buying behaviour. The abbreviated laddering method is likely to lose only a handful of prominent and “top-of-mind awareness” ladders that might have otherwise been produced by the respondents with the full set of questions.
International and Cross-Cultural Marketing
Keywords: means-end-chain theory, hard laddering, abbreviating a laddering survey, quality of ladders
Bo Rundh, Karlstad University
Session 05.02:
Room: SP.s.12 Session chair: Ana Maria Soares, Minho University
Market Incidents - The Small Exporting Firm’s Dilemma Small and medium sized firms (SMEs) are becoming more involved in international activities and exhibiting market behaviours not seen before. The recognition that internationalisation is affected by multiple influences has led to a growing interest in contingency
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approaches. The main purpose with this paper is therefore to discuss the interface of exporting and other international market activities. The aim is to assess the international market development process and to examine ‘critical events’ in relation to the concept of export marketing. The interest in the study is focused on to capture development steps that devote the internationalisation in a firm from the traditional path of exporting among small and medium sized firms. The discussion is illustrated with a multiple case study. Keywords: Exporting, International Marketing, International Market Development
The Relevance Of Market-Related Determinants On SMEs Entry Mode Strategies Ana Maria Soares, Minho University Marco Ferreira, University of Minho This research centres on the impact of market determinants on the entry modes choice of SME, specifically on the determinants associated with the home and host market, and the proximity between the two. Following a quantitative methodological approach, an internet survey was applied to SMEs in Portugal. Principal Components Analyses and Mann-Whitney tests were performed to analyze the collected data. Results reveal the SMEs preference for export entry modes and an almost complete absence of influence, exerted by marketrelated variables, on the choice between exports or contractual entry modes. This research contributes to the current body of literature on SMEs internationalization by aggregating in one single study all market-related variables identified in the literature. Keywords: internationalization, SMEs, entry modes, markets
International Launch Of Innovations: The Relevance Of Stakeholders Johanna Schönrok, European Business School Claudia Reichl, European Business School Katrin Talke, Delft University of Technology Launching new products in international markets is of vital importance for long-term survival and sustained growth of firms. However, launching new products successfully is a difficult task, impeded by several barriers. We identified activities that are crucial for effectively overcoming barriers to international launch. Beyond, based on stakeholder theory, we depict the importance and influence of stakeholders and show which stakeholders can support the required activities through their specific knowledge, networks, or resources. We collect data from more than one hundred German consumer goods manufacturers across industries. Preliminary results show that different stakeholder groups can positively influence the international launch performance. Keywords: International launch, launch barriers, stakeholders
The Impact Of Entry Modes On Export Knowledge And International Performance Of SMEs Björn Walliser, Nancy II University
EMAC - European Marketing Academy
Wednesday – 16:00-17:40
Raluca Mogos-Descôtes, IESEG Business School This research conceptualizes entry modes as forms of international experience of SMEs and explores the role they play in building export knowledge and in fostering SMEs’ international performance. Based on a sample of 107 SMEs from the steel industry, a causal model suggests that the variety of entry modes has a direct impact on the level of explicit foreign market related knowledge in SMEs, and an indirect impact on tacit knowledge. Explicit knowledge positively influences tacit knowledge regarding export settings, and ultimately, the SME’s positional advantage in terms of tacit knowledge improves international performance. Keywords: entry mode, tacit and explicit knowledge, KBV of the firm, SMEs’ international performance Session 12.04:
New Technologies and E-Marketing Room: SP.2.05 Session chair: Lynda Andrews, Queensland University of Technology
The Role Of Instrumental Factors In Physicians’ Acceptance Of E-Health Services: An Extension Of TAM Jose Manuel Ortega Egea, University of Almeria Maria Victoria Roman Gonzalez, University of Almeria This paper evaluates the predictive importance of instrumental factors in explaining physicians’ acceptance of eHealth. For this purpose, the original version of the Technology Acceptance Model, which includes perceived usefulness, perceived ease of use, attitude towards usage, and usage intentions, is extended with cognitive instrumental processes such as physicians’ perceptions of job relevance, outcome quality, result demonstrability, and convenience. Tests of the research model regarding two different eHealth applications confirm the special importance of instrumental (mainly, usefulness perceptions) and attitudinal factors (attitude towards usage), as determinants of physicians’ intention to use eHealth services. Job relevance and outcome quality perceptions exert interrelated indirect effects (through TAM factors) on physicians’ acceptance of health IT. Keywords: eHealth, health IT, technology adoption, TAM, physicians, instrumental factors
Using TAM To Examine Consumer Acceptance Of A Mobile Phone Assisted smoking cessation program in Australia Lynda Andrews, Queensland University of Technology Judy Drennan, Queensland University of Technology Vesselina Tossan, EDC Paris Silvia Cacho-Elizondo, IPADE Business School This paper study examines Australian smokers’ perceptions of a potential SMS-assisted
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smoking cessation program. Using TAM we tested perceived ease of use, perceived usefulness and subjective norms on intentions to use this cessation program if it was available. Findings show that perceived usefulness and subjective norms were the significant predictors of intentions to use. Perceived ease of use did not directly influence this outcome instead it has an indirect influence through perceived usefulness. These preliminary findings can be built upon through introducing additional variables to help practitioners better understand consumer acceptance when marketing e-health programs such as this. Keywords: e-health marketing, smoking cessation, mobile phones, technology acceptance model
EMAC - European Marketing Academy
Wednesday – 16:00-17:40
Session 10.02:
Marketing Theory Room: SP.s.03 Session chair: Robin Wensley, The University of Warwick
Sensory Marketing: The Multi-Sensory Brand Experience Bertil Hultén, Kalmar University College
Are Consumers Ready To Accept RFID Technology In Marketing? Harold Boeck, Sherbrooke University Jean Roy, Sherbrooke University Marc Grégoire, Sherbrooke University Fabien Durif, Sherbrooke University Several retailers are currently implementing marketing programs based on RFID, a highly mediatised and controversial technology. Tracking consumers through radio waves to collect new forms of behavioral data must be well thought out. Data from 388 respondents was collected through an experimental design with scenarios. It reveals that a basic RFID loyalty program will not generate more perceived intrusion than a regular loyalty program. However, by increasing the program’s intrusion level, a surprisingly elevated threshold is found beyond which the consumer’s attitude towards using the program will be severely negatively affected. Keywords: RFID, intrusion, attitude
Marketing Management Support Systems: When Help Is Not Recognized Niek Althuizen, ESSEC Business School Berend Wierenga, Rotterdam School of Management Gerrit Van Bruggen, Rotterdam School of Management Arnaud De Bruyn, ESSEC Business School Marketing Management Support Systems (MMSS) are designed to improve managerial decision making, but to be able to do so these systems have to be used in practice. Perceived usefulness is an important driver of MMSS use intentions. Prior research suggests that decision makers may have difficulty recognizing objective improvements in task performance due to the MMSS. This lack of connection between subjective evaluation and objective performance may hamper MMSS adoption and use. In a large-scale study with prospective users, we investigate the drivers of perceived usefulness and the conditions under which the “lack of connection” phenomenon is likely to occur. To test our hypotheses, we set up a 2 (prior task experience) x 4 (MMSS quality) between-subject experiment with repeated measures. This study should lead to recommendations for interventions that result in greater acceptance and utilization of MMSS. Keywords: Marketing Management Support Systems; Subjective Evaluations; Objective Performance
This paper presents the multi-sensory brand experience concept in relation to the human mind and senses. This paper applies explorative and explanatory approaches in investigating the multi-sensory brand experience concept in the context of discovery. The multisensory brand experience hypothesis suggests that firms should apply four conceptual categories in a sensory marketing model. A theoretical implication is that the hypothesis and the model illustrates the shortcomings of the TM- and RM-models in considering the multi-sensory brand experience concept. The study fills a major gap in the marketing literature and research in highlighting the need for rethinking conventional marketing models. Keywords: Multi-sensory brand experience, sensory marketing, value generation and human senses
Conversation After Consumption Wendy Lomax, Kingston Business School Robert East, Kingston Business School Patricia Harris, Kingston Business School We investigate the volumes of positive and negative word of mouth (PWOM, NWOM) reported in the four weeks following purchase or consumption in four categories. Respondents claimed 5.7 times as much PWOM as NWOM. Advice rates roughly halved from week 1 to week 4 and the rates of decay for PWOM and NWOM were not significantly different. The decay patterns for PWOM were similar across categories. The observed patterns may reflect bias from differential recall or from lay theories about how much people talk after consumption. It is difficult to find satisfactory methods for conducting research in this field and we consider how to minimize systematic bias. When we fully understand the patterns of decay for PWOM and NWOM, we may be able to improve diffusion modeling. Keywords: word of mouth, WOM, decay rate
Intra-National Cultural Heterogeneity, Acculturation And Marketing Strategy: Applying The Standardization/Adaptation Framework Konstantinos Poulis, Essex University Mo Yamin, University of Manchester Efthimios Poulis, Buckinghamshire New University The purpose of this conceptual paper is to provide a framework along which the standardisation/adaptation debate can be applied to a single-market context characterised by cultural heterogeneity. The authors revisit the definitional foundations of the core interna-
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tional marketing construct of standardisation/adaptation and integrate it with a key social psychology construct i.e. acculturation. The outcome is the development of propositions which can be used for the empirical investigation of multicultural contexts. In this way, the relevance of cultural heterogeneity is stressed and the re-appraisal of standardisation/ adaptation is achieved by building on distinct acculturation modes. Keywords: acculturation, standardization, adaptation, intra-national cultural heterogeneity
Motivational Directions In “Fun”-Oriented Online Behavior Thomas Rudolph, University of St. Gallen Oliver Emrich, University of St. Gallen Andrea Hemetsberger, University of Innsbruck Contemporary philosophy offers a conceptual framework that extends consumer theory to hitherto neglected facets of consumer motivation. Traditional utilitarian and hedonic dimensions are good in explaining (offline) purchase behavior, yet they fall short capturing new online consumption phenomena, and co-creative consumer enterprises. Whe-reas product and service offers consider consumer motives that emanate from the eros construct, thymotic urges rarely receive attention. While eros drives desires widely rec-ognized as consumer demands, thymos regenerates the hygienic balance of a consumer as a moral, purposeful and creative entity. This article derives implications for online retailing in the light of eros-thymos-based performance motives. Keywords: Philosophy, Hedonic consumption, Consumer motivation, Online retailing, Co-Creation, Social networks Session 18.02:
Services Marketing Room: SP.s.14 Session chair: Johan Jansson, Umea University
Co-creation: An Exploratory Investigation Into The Construct And Its Dimensions Joanna Minkiewicz, Melbourne Business School Jody Evans, Melbourne Business School Kerrie Bridson, Deakin University Whilst the body of work around co-creation has grown, the construct has been viewed from multiple perspectives, with the literature generally bereft of a coherent, holistic theoretical framework. This paper aims to develop a more comprehensive conceptualization of co-creation by exploring it comprehensively to provide a deeper understanding of the underlying dimensions. Case study research using exemplar organizations, utilizing in-depth interviews with key informants, was used to investigate the manifestations of co-creation in the context of the heritage sector. The findings illuminate the prevalence of deliberate co-creation strategies in all case study organisations, revealing three facets of co-creation:
EMAC - European Marketing Academy
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personalization, engagement and coproduction. This paper addresses a gap in both marketing theory and heritage marketing literature by reconciling numerous perspectives on cocreation and proposing a holistic conceptualisation. Keywords: Co-creation, Co-creation of value, Co-creation of the experience, Service-dominant logic, Relationship marketing, Experience economy, Heritage sector
The Role Of Identification And Co-Creation In The Service-Profit Chain Chris Horbel, University of Bayreuth Herbert Woratschek, University of Bayreuth Bastian Popp, University of Bayreuth The aim of this study is to analyze factors that influence the loyalty of customers by building on the concept of the service-profit chain. Identification is added, because it leads to customer loyalty, even in case of low satisfaction. Value co-creation is considered by dividing service quality into three dimensions that are contributed by different stakeholders. The empirical findings support the proposed extension of the service-profit chain. It can be shown that identification is a central variable, because it influences the service-profit chain at different stages implying that managers should provide meanings and values to customers that increase their identification. Keywords: service-profit chain, identification, value co-creation, service quality, customer satisfaction, customer loyalty
Control Mechanisms And Goal Orientations: Evidence From Frontline Service Employees Filipe Coelho, University of Coimbra Luiza Rodrigues, University of Coimbra Carlos Sousa, University College Dublin The purpose of this paper is to investigate the influence of organizational controls over the goal orientations of frontline employees. We surveyed 258 frontline employees of a Brazilian bank. We determined that behavior-based evaluation was positively related to both learning and performance orientation, while output control had no significant impact on employee goal orientations. Self-control impacts positively on both goal orientations, whereas professional controls are negatively related with both orientations. Finally, cultural control only affects learning orientation. Therefore, the results show that managers may resort to control mechanisms to influence the goal orientations of frontline service employees. Keywords: goal orientations, control mechanisms, frontline employees, services
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Sales Through Service: Antecedents And Performance Consequences Of Selling In Customer Service Encounters Claudia Jasmand, Maastricht University Vera Blazevic, Maastricht University Ko De Ruyter, Maastricht University Adding a sales dimension to customer service encounters has become an increasingly common business practice which promises the generation of additional revenues and stronger customer relationships. However, the concurrent engagement in service provision and cross-/up-selling poses a challenge for customer service employees due to the tensions inherent in these behaviors. We develop and empirically test a framework of factors facilitating an employee’s service-sales behavior, and the resulting performance consequences. This study shows that personality traits, social work aspects, and work standardization interact in facilitating the engagement in service-sales behavior which positively impacts employee job performance and customer satisfaction. Key Words: Sales through service, customer service employees, customer service encounters Session 14.04:
Product and Brand Management Room: SP.s.16 Session chair: Sebastian Arendt, RWTH Technical University Aachen
Tell Me Who Your Parents Are And I Will Tell You Who You Are Willem Smit, IMD Joachim Schwass, IMD Lise Moeller, IMD Family businesses comprise the majority of companies and generate significant employment in both the US and Europe. “Familiness” or family brand identity can be a way of developing a unique competitive advantage. Yet never before have the branding strategies of family firms been researched. Especially in how “Familiness” is communicated. We aim to address this deficiency by identifying a taxonomy of family business branding strategies. The archetypes emerge from analyzing the content of corporate websites of 204 family firms. Based on the content of homepages we find three sorts of branding strategies: shortintroductions, business texts, and longer and richer stories. Keywords: branding, family business, content analysis
Does Endorsing Product Brands By Corporate Branding Pay Off? A Multi-Country Study Margot Loewenberg, University of Trier Markus Meierer, University of Trier Bernhard Swoboda, University of Trier
EMAC - European Marketing Academy
Wednesday – 16:00-17:40
Corporate branding is recently gaining in importance in the FMCG sector. A growing number of firms use their internationally standardized corporate brands as an en-dorsement to their local, regional and international product brands. Nevertheless, little attention has been given to cross-national effects. Further, the reciprocity between cor-porate and product brand has not been considered so far. Analyzing a consumer sample from Germany, France, Romania, Russia and the USA, our results emphasize that cor-porate and product brand are significantly interrelated, but their impact on consumer behavior varies considerably between countries. Marketers advocating the endorsement strategy should be aware of this fact. Keywords: Corporate branding, corporate image, FMCG, cross-national research
Investigating The Dimensions Of The Employer Brand John Kechagias, Greek Open University Victoria Bellou, University of Thessaly Ioannis Chaniotakis, Hellenic Open University Irini Rigopoulou, Athens University of Economics and Business As human resources are increasingly being considered a source of sustainable competitive advantage, attracting the most competent applicants and keeping employees with outstanding performance is essential for organizational success. As a result, employer branding has been receiving increasing attention. Contributing to the pursuit of a solid instrument for measuring the “Employer Brand” construct is at the centre of this research. The empirical study took place in Greece, among 896 full-time working students. The findings highlight the multi-dimensionality of the Employer Brand construct, as a quite large number of dimensions in the form of benefits were found to have notable impact on the preferred employer brand. Keywords: Employer brand, Instrument development, Greece
Understanding The Impact Of Internal Corporate Identity Management On External Corporate Image And Company Performance – A Multi-Industry Approach Sebastian Arendt, RWTH Technical University Aachen Malte Brettel, RWTH Technical University Aachen This study enriches the exiguous body of empirical research on corporate identity management (CIM), its direct effects on corporate image attractiveness and stakeholder identification, and indirect effects on company success. The findings reveal that CIM has a significant impact on the metrics of corporate image and stakeholder identity as well as on firm performance and competitive advantage. Contingency models incorporating moderating effects show that corporate image building based on CIM works in multiindustry surroundings, with significant differences in execution and effect for smaller and productbased companies. Further it is shown that the size of the corporate marketing budget does not affect successful CIM. Keywords: Corporate identity, corporate image, corporate brand management, reputation, corporate associations
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EMAC - European Marketing Academy
Thursday – 09:00-10:15
THURSDAY – 09:00-10:15 Session 01.05:
Advertising, Promotion and Marketing Communication: The Advertising Industry Room: SP.s.05 Session chair: Robert East, Kingston University
Competitive Papers
THURSDAY 3 June
Pre-Test Advertising – Proposing a New Validity Project Rachel Kennedy, South Australia University Haydn Northover, University of Australia Jane Leighton, Moutainview Learning Geoff Bird, Birkbeck, University of London Sebasian Lion, Mars Inc. Advertising can be pre-tested in many varied ways ranging from expert panels to consumer tests (based on verbal response; implicit or explicit measures; and physiological measurement such as galvic skin and fMRI). We introduce key alternatives and outline an approach to validate how competing pre-test approaches perform in identifying sales effective advertising. We briefly introduce our pilot study that compares the performance of different pre-test approaches on a sample of 7 ads with known sales differences. We conclude that there appears to be variation in the predictive ability of the approaches but stress that further validation of pretesting is required. Keywords: Advertising, pre-testing, copy testing, validation, single source
Your Ad Shall Get Your Target, Not You: Perceptual Biases Of Persuasion Agents Jana Möller, Free University Berlin Steffen Herm, Technical University Berlin When professional persuasion agents create advertising, they need to assess target groups correctly. Literature suggests that persuasion agents have biased perceptions towards the targets’ characteristics and responses, e.g. by overestimating product-knowledge and message comprehension in the target group. This study introduces a theoretical framework to explain perceptual biases and provides empirical support using qualitative expert interviews. Results show that persuasion agents use empathy to assess the target group, which may increase the risk of projecting own knowledge on targets. Persuasion agents tend to disregard their vulnerability to projection biases and explain protective mechanisms. Their protective value is discussed. Keywords: Advertising, Persuasion, Empathy, Projection, Perceptual Biases
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Ambivalence Revisited: Advertising Copywriters Feelings Towards Digital Media Ian Grant, Strathclyde University Charlotte Mcleod, University of St. Andrews This study explores advertising copywriters’ attitudes and feelings towards the shift to digital media. The postmodern concept of consumer ambivalence is used to demonstrate how this cornerstone discipline of advertising is struggling to come to terms with dramatic and dynamic changes to their profession. Key words: Digital, Advertising, Creative, Copywriting, Feelings, Ambivance Session 15.03:
Relationship Marketing Room: SP.s.07 Session chair: Christof Backhaus, Technical University Dortmund
How Listed Companies Can Benefit From Their Retail Investors: Three Experimental Studies David Woisetschläger, Technical University Dortmund Christof Backhaus, Technical University Dortmund Manuel Michaelis, Technical University Dortmund Heiner Evanschitzky, Strathclyde University Despite obvious managerial relevance, only few studies have examined the interrelation between individuals acting both as consumers and retail investors. Specifically, not much is known about the causality and the conditions, under which positive effects of owning shares on consumption behaviour may be observable. Therefore, the authors develop a conceptual model to better understand the causality and conditions, under which listed companies could benefit from their retail investors. Results of a series of three experiments indicate that companies can profit from their ongoing investor relationships when marketing their offers to this particular target group. However, the influence of the perceived connectedness of shareholders to the firm diminishes if the offer is too expensive and if the investor relationship is not successful in terms of financial return. Key words: Customer Relationship Management, Stock Market, Retail Investors
Time And Space For The Value Co-Creation: Temporary Shop Angela Carida, University Magna Graecia of Catanzaro Maria Colurcio, University Magna Graecia of Catanzaro Tiziana Russo Spena, University of Naples Federico II Monia Melia, University Magna Graecia of Catanzaro The study focuses on Temporary Shops, the recent communication and distribution innovation used by firms in order to improve interaction with customers and to reinforce brand
EMAC - European Marketing Academy
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loyalty and equity. The main aim of the study is to frame the Temporary Shop phenomenon in Italy and to analyse its value co-creation potential. Through the Dart Model proposed by Prahalad & Ramaswamy (2004) we study in-depth the temporary shops of 4 leader companies. The findings show how temporary shops are value co-creation locus, in which, the interactive and experiential relationship between the firm and the customer is engaged and how co-operation to co-create value emerges. Keywords: temporary shop, consumer experience, value co-creation, experiential marketing, experience co-creation
Determinants Of Customer Churn In The Fixed Telecommunications Industry In Portugal: An Application Of A Logit Sofia Portela, ISCTE Business School Rui Menezes, ISCTE-IUL Lisbon University Institute The considerable increase of business competition in the Portuguese fixed telecommunications industry over the last decade has given rise to a phenomenon of customer defection, which has serious consequences for the business performance. Consequently, researchers have recognised the importance of a deeply study of customer defection in different industries and geographical locations. This study examines the determinants of customer churn in this industry in Portugal by using a logit model. We found evidence that the variables that most influence churn are related to the customer spending with the provider. Keywords: Customer churn, customer retention, customer management, logistic regression Session 19.03:
Social Responsibility, Ethics and Consumer Protection Room: SP.s.10 Session chair: Daniela Schäfer, University of Basel
Social Alliances: The Role Of Consumer Self-Interest Marlene Vock, University of Amsterdam Willemijn Van Dolen, University of Amsterdam Ans Kolk, University of Amsterdam In the past decade, interest in social alliances – in which a company cooperates with a nonprofit organization – has increased, but empirical research on consumer responses to such alliances has been scarce. This study investigates the influence of consumer perceived self-interest on consumers’ responses towards the company, taking company-cause fit into account. A 2 (high/low consumer self-interest) x 2 (high/low fit) experimental design was conducted. We find that high consumer self-interest causes significantly more positive responses towards the company than low self-interest, however, only when company-cause fit is high. Keywords: Social Alliances, Self-Interest, Company-Cause Fit, Consumer Behavior
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Alike, But Different? The Role Of Post-Crisis Communication In Lowering A Scandal’s Impact on a Company’s Reputation Frank Huber, University of Mainz Andrea Weihrauch, University of Mainz Frederik Meyer, University of Mainz Vogel Johannes, University of Mainz The purpose of this paper is to develop and empirically test a model evaluating the influence of consumers’ attitude and emotional reaction to a company’s post-crisis-communication on different reputation dimensions (emotional reputation, reputation of workplace environment, of products/ services, of social/ environmental responsibility). We will then investigate effects on the consumers’ support intention. Based on attribution theory, new institutionalism, stakeholder at a German food discounter accused of having monitored its employees. Our findings provide a deeper insight into the dimensions of reputation and enable companies to develop a well-focused post-crisis-communication. Keywords: crisis communication, crisis management, reputation, support intention, stakeholder, empirical study
Do Good And Talk About It: The Importance Of Matching Self-Image And Image Of CSR Involvement Stephanie Bothe, Hohenheim University Daniela B. Schäfer, University of Basel Karsten Hadwich, Hohenheim University Manfred Bruhn, University of Basel Discussions still persist in theory and business practice about whether and how to apply corporate social responsibility (CSR) to marketing. So far, the importance of congruence between a company’s CSR self-image and the consumer-perceived CSR image is still not understood. Using variance analysis (n=394), we test to what extent submitted CSR involvement information affects the consumer-perceived CSR image, and how congruence or incongruence between the self-image and consumer-perceived image effect consumer satisfaction and purchase intention. Our study highlights the relevance of communicating CSR involvement, and of matching self-image and consumer-perceived image, significant for both consumer satisfaction and purchase intention. Keywords: corporate social responsibility, personality scale, marketing communication
EMAC - European Marketing Academy
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Session 20.03:
Tourism Marketing Room: SP.s.12 Session chair: Enrique Bigné Alcañiz, University of Valencia
Co-Creation And A Sense Of Place Adriana Campelo, University of Otago Juergen Gnoth, University of Otago Maree Thyne, University of Otago Robert Aitken, University of Otago Operating in contrast to conventional corporate strategy, where brands define values and identity; place brands are driven by the identity of the people, the community and their shared values. Little research has been done to understand the determinants of place identity and sense of place in the marketing domain, and to understand the effectiveness of place brands communication from the perspective of the people and place represented. Our contribution is to propose empowering the people represented to decide what should be portrayed about their place and how it should be portrayed applying the co-creation paradigm to place branding. Keywords: place branding, representation, co-creation, marketing communication
Using Self-Congruity And Symbolic Utility To Increase The Efficiency Of Destination Branding Vivien Moinat, University of Lausanne Brigitte Müller, University of Lausanne This research investigates the role of symbolic needs as potential drivers for the destination choice. More precisely, two concepts are brought into play, the destination self-congruity - the perceived match between a destination’s personality and the consumer’s self-image - and the symbolic utility – the use of a destination as a means of self-expression. Their impact on future behavioral intentions is analyzed. Findings reveal that self-congruity has no direct impact on future intentions, whereas internal symbolic utility is highly helpful to predict them. Theoretical and managerial implications are offered with specific suggestions to deepen our understanding of symbolic consumption in tourism. Keywords: destination branding, tourism marketing, self-congruity, symbolic utility, structural equation modeling
Destination Branding: Qualitative Insights From The Hotel Industry Lamprini Piha, Athens University of Economics and Business Antonios Giannopoulos, Athens University of Economics and Business George Avlonitis, Athens University of Economics and Business The literature reflects little effort to develop a framework that embodies all prerequisites that a destination should satisfy in order to build and maintain a successful brand over
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time. The authors synthesize knowledge on the subject and provide a foundation for future research by presenting a coherent branding strategy framework for destinations. They draw on the occasional writings on the subject over the last 15 years, work in related disciplines, and 37 in-depth interviews with key-informants in the hotel industry. Implications are finally discussed for the tourism private and public sector alike. Keywords: tourism marketing, destination branding, location branding, marketing places, tourism strategy, destination marketing organisations Session 12.05:
New Technologies and E-Marketing Room: SP.2.05 Session chair: Gregory Bressolles, Bordeaux Business School
EMAC - European Marketing Academy
Thursday – 09:00-10:15
Service Quality, Customer Value And Satisfaction Relationship Revisited Online Gregory Bressolles, Bordeaux Business School Francois Durrieu, Bordeaux Business School Leila Amraoui, Université des Sciences Sociales de Toulouse Past research has examined the relationship between service quality, customer value and customer satisfaction in a traditional context. While most researches were limited to the study of relationships between global concepts, this paper attempts to go further and address the linkages between the different dimensions of these concepts in an online context. Based on an online questionnaire administered to 2,813 internet users of different e-commerce wine Websites, the results highlight the impact of e-service quality dimensions (information, ease of use, design, security/privacy and reliability) on the dimensions of customer value (transactional, utilitarian and social value) and customer satisfaction. Keywords: e-Service quality, Customer Value, Customer Satisfaction, e-commerce, Internet
Firm’s Monitoring Of Brand Community: Evidence From A Qualitative Study Giuseppe Emanuele Adamo, Carlos III University Madrid Charlotte Gaston-Breton, Carlos III University Madrid Studies on brand community are reserving little attention to firm’s approach. This paper aims at covering the gap by exploring the monitoring strategies implemented by managers in order to cultivate trust among members. To the purpose, 18 interviews related to 11 firms managing 21 brand communities were made, following the grounded theory approach. Findings show how monitoring strategies are mandatory and framed in a constructive approach. A model linking managers’ vision of brand community to monitoring strategies is proposed which is helpful for both scholars and managers to understand firms’ orientation on brand community and the roles managers play. Keywords: Brand community, relationship, monitoring, trust
How Hedonic And Utilitarian Service Attributes Moderate The Effect Of Antecedents On Service Quality Astrid Dickinger, Modul University Vienna The benefits of mobile self-service technologies are manifold. They provide customers with hedonic and utilitarian benefits. Most adoption and e-service quality models however do not take the benefits of services into account when evaluating the perceived quality of such services. This study examines how antecedents of perceived quality and known relationships to value and loyalty differ between services with hedonic and utilitarian attributes. The results show significant difference between the two services and the antecedents to perceived quality. Trust becomes only effective for utilitarian services and sacrifice appears to be negligible in a hedonic oriented usage case as using a service becomes an end in itself. Keywords: m-commerce, usage behavior, hedonic and utilitarian services, antecedents to service quality
Session 07.03:
Marketing of Public and Non-Profit Organisations: Branding Room: SP.s.03 Session chair: Kerrie Bridson, Deakin University
Manifestations Of Brand Orientation Within Museums Jody Evans , Melbourne Business School Kerrie Bridson, Deakin University Ruth Rentschler, Deakin University While the body of work exploring brand orientation has grown, there has been a general failure to build on extant research and generate a definitive conceptualization of brand orientation. Using a collective case study design of 20 museums in United Kingdom, United States and Australia, we are able to reconcile a number of approaches to brand orientation and provide a conceptualization that incorporates the philosophical and behavioural approaches to business orientations. Six attributes are presented that include brand orientation as an organizational culture and compass for decision making and four brand capabilities (distinctive, functional, value-adding and symbolic). Museums face substantial resource constraints, competing needs of multiple stakeholders and increasing market turbulence. The sector, therefore, presents an interesting exemplar for many other organizations. Keywords: Branding, Brand Orientation, Museums
The Nonprofit Brand Value Chain – Just Black Boxes Or Real Insights? Hellen Petra Scholz, University of Mannheim Bernd Helmig, University of Mannheim Brand management in non-profit organisations (NPOs) has become an empirically as well
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as practically relevant phenomenon, as evidenced by scientific literature published since the mid-1990s. However a holistic picture of the state of the art on brand management in NPOs is still missing. This paper evaluates existing research, identifies three research streams (conceptual, effects-focused, intersectoral) and derives an agenda for future research with respect to a theoretical model of a non-profit brand value chain. Some factors influencing the non-profit band value chain can still be considered to be black boxes, whereas research could already shed some light on the value generating process steps. Keywords: Non-profit, brand management, brand value chain, literature review
The Place Brand Centre – A Conceptual Approach For Place Branding And Place Brand Management Sebastian Zenker, University of Hamburg Erik Braun, Erasmus University Rotterdam Nowadays cities compete strongly with each other for attracting tourists, investors, companies, or talents. Place marketers therefore try to establish the place as a brand, promoting it to different audiences. But the perception of a place (brand) differs between those potential ‘customers’ and a conceptual foundation is still missing. Following a review of the literature on brand architecture and customer-focused marketing, this paper outlines a conceptual approach called the Place Brand Centre, recommending a target group-specific sub-branding-strategy for place brand management. At the end, practical implications for place marketers and gaps for future empirical research are discussed. Keywords: Place Branding, Place Brand Management, Customer-Focused Marketing Session 14.05:
Product and Brand Management Room: SP.s.16 Session chair: Michel Clement, University of Hamburg
Brand-Inherent Predictors Of Brand Loyalty: An Empirical Investigation Alexander Leischnig, Freiberg University of Technology Margit Enke, Freiberg University of Technology
EMAC - European Marketing Academy
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Repertoire And Frequency Of Consumption In Wine: Are Heavy Buyers More Loyal To Product Attributes? Polymeros Chrysochou, Aarhus School of Business Athanasios Krystallis, Aarhus School of Business Frequency of consumption has always been an important criterion for characterising and segmenting buyers. The aim of this paper is to provide a deeper understanding of the repertoire and loyalty structures between heavy and light wine buyers. Based on a study conducted with stated preference data, basic brand performance measures are estimated through Juster purchase probabilities of brand choice. The polarisation index φ (phi) is used as a measure to model loyalty. Results show that light buyers have a wider repertoire than heavy buyers, buying more small brands. In terms of loyalty, heavy buyers are more loyalty prone than light buyers, both as regards the brand name and the wine attributes examined in this study. Keywords: brand loyalty, polarisation, heavy buyers, light buyers, wine
The Power Of Stars Across Industries Julian Hofmann, University of Cologne Michel Clement, University of Hamburg Thorsten Hennig-Thurau, Bauhaus-University of Weimar Franziska Völckner, University of Cologne Stars as ‘human brands’ help consumers to assess the uncertain quality of experiential products and provide an important risk-reducing function. Nevertheless, managers of (fully integrated) media companies should be aware of potentially differences in the impact of stars across industries when making budget allocation decisions or deciding on the appropriate remuneration of stars. Based on a unique dataset the authors compare, for the first time, the impact of stars on product success across movies, books, and musical recordings. The results indicate significantly positive effects of star power in all three media industries but reveal substantial differences regarding the effect sizes. Keywords: Entertainment industry, movies, books, musical recordings, star power Session 16.03:
Retailing, Channel Management and Logistics
This research introduces two important predictors of brand loyalty in business-tobusiness markets: brand relevance and brand stability. More precise, the present study investigates (1) the impact of brand relevance and brand stability on brand loyalty (i.e., purchase and attitudinal loyalty) and (2) the effects of brand loyalty on price premium in a business-tobusiness context. The authors develop and empirically test a model with a sample of 149 key informants from business units within the food industry. Results provide strong empirical evidence for the role of the focal brand attributes in business-to-business relationships as they reveal significant support for five of the six hypothesized relationships. Based on the findings of the study, the authors derive implications for researchers and managers.
Room: SP.2.10 Session chair: Jon Bingen Sande, BI Norwegian School of Management
Keywords: brand relevance, brand stability, brand loyalty, price premium
The aim of this paper consists of estimating the efficiency of a supermarket chain, taking
Considering The Environment In The Evaluation Of Retailing Efficiency Ricardo Sellers, Alicante University Juan-Luis Nicolau, Alicante University
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into account the influence of environmental factors. This paper considers two different approaches employed in the efficiency measurement literature to analyse the influence of environmental factors. The methodology is based on the estimation of a stochastic parametric function, which has been adjusted to account for some environmental influences that could be affecting the efficiency with which the supermarket outlets operate. The empirical analysis applied to 308 outlets of a supermarket chain shows the importance of including these variables when estimating efficiency. Keywords: Efficiency, retailing, supermarkets
Retail Performance: The Role Of Marketing, Operations, And Environmental Capabilities Prithwiraj Nath, Nottingham University Ramakrishnan Ramanathan, Nottingham University Wantao Yu, Nottingham University Using resource based view (RBV) as the theoretical backdrop; we aim to find out the relative impact of a retail firm’s functional (marketing and operations) and its environmental capabilities on its business performance. We hypothesize the relationship using resource capabilities performance triad. Using archival data of 126 retail firms in UK, we find marketing capability as the key determinant of success. This study highlights that a market driven firm is likely to have better business performance than a firm focusing solely on operational capabilities. The results show capabilities to follow the government laid environmental regulations are crucial to business performance. It reiterates the necessity to have strong management commitment towards integrating sustainable environmental strategies with core business practices. Keywords: marketing capability, operations capability, environmental capability, performance, efficiency, retail
EMAC - European Marketing Academy
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THURSDAY – 10:45-12:25 Session 01.06:
Advertising, Promotion and Marketing Communications: Quantitative Approaches Room: SP.s.05 Session chair: Kathleen Cleeren, Maastricht University
On How To Deal With Harmed Brands. A Systematic Analysis Of The Impact Of Product-Harm Crises On Market Share Kathleen Cleeren, Maastricht University Harald Van Heerde, Waikato Management School Marnik Dekimpe, Tilburg University Product-harm crises are prevalent in today’s marketplace. Crises can have a tremendous impact on society and on affected companies. Moreover, the number of product recalls is on the rise both in Europe and in the US. In contrast to previous literature on this topic that mainly focused on one particular crisis, we analyze panel purchases surrounding a large sample of product-harm crises. By systematically analyzing this phenomenon, we create generalizable knowledge on consumer reactions to these events, while accounting for the potentially moderating impact of different consumer, category and crisis characteristics, and test for the effectiveness of different marketing instruments. Keywords: Product-harm, empirical generalizations, crisis
Dealing With Endogeneity In Inter-Organizational And Marketing Strategy Research: A Review Jon Bingen Sande, BI Norwegian School of Management Mrinal Ghosh, University of Arizona This article provides an overview of the topic of endogeneity in inter-organizational research and marketing strategy: what it is, how it arises, and what the risks are of ignoring it. Endogeneity should be considered throughout the research process from hypothesis development to data analysis. Yet, a review of articles in Journal of Marketing and Journal of Marketing Research in 2000-2009 reveals that disregarding endogeneity is common, albeit an increasing number of studies do account for it. With emphasis on continuous and latent choice variables, we review various approaches for handling endogeneity. Keywords: endogeneity; inter-organizational research; marketing strategy research
Asymmetric Advertising Response Julien Schmitt, Loughborough University Ganael Bascoul, ESCP Europe Shuba Srinivasan, Boston University Companies under pressure from stakeholders to meet profit expectations are often tempted to cut advertising expenses, particularly in times of economic difficulties. However, firms may not fully grasp the actual impact of such drastic cuts. Indeed, the general assumption is that advertising effects are symmetric: the numerical sales impact of budget increase or decrease would be the same in absolute value. Our paper addresses this gap by developing a new model based on multivariate time-series analysis (VAR models) to capture these asymmetric dynamic relationships. Our results show that advertising models are improved by allowing the capture of these asymmetric patterns. Keywords: advertising, asymmetry, time-series, Vector Auto-Regressive models
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Estimating Reservation Prices For Industrial Products: An Empirical Comparison Of Customer Perceived Value Accounting With Conjoint Analysis Mario Rese, Ruhr-University Bochum Markus Karger, Ruhr-University Bochum Wolf Strotmann, Ruhr-University Bochum In this article we show how customer perceived value accounting can be used to estimate reservation prices for industrial products using a net present value approach. In an empirical study we compare the results of this method to those of a conjoint analysis. While the estimation of reservation prices using customer perceived value accounting is not new, this study is the first empirical replication study regarding customer perceived value accounting. The study shows that the reservation prices estimated by customer perceived value accounting do not significantly differ from those estimated with conjoint analysis. Keywords: reservation price, customer perceived value accounting, conjoint analysis
The Role Of Past Behaviour On The Impact Of Direct Mail: An Empirical Analysis Using RFM-Approach Juan Carlos Gazquez Abad, Almeria University Marie Hélène De Canniére, University College Ghent & Ghent University & Ghent University Juan Antonio Mondéjar-Jiménez, University of Castilla-La Mancha Francisco J. Martínez-López, University of Granada It is well known that past behavior is a good predictor of future behavior. In particular, within direct marketing, past purchase behaviour is highly relevant to explain response to direct mails. Direct mails can only deliver hard evidence of their effectiveness if they prove to alter the decision customers are likely to make based on their past behaviour. However, studies combining both direct mails and past behaviour are scarce. The main purpose of the present paper is to shed more light on the role of past behaviour on the impact of direct mail on customer purchase behaviour. The study develops a conceptual model that includes: (i) direct mail (both current and past) as antecedent; (ii) purchase behaviour variables (purchase incidence, expenditure, number of purchasing visits, and number of product categories purchased) as outcome variables; and (iii) past purchase behaviour (frequency, recency, monetary value) as potential moderating variable. The model is then utilised in a study of customers of a Belgian apparel retailer. Keywords: past behaviour, RFM, direct marketing, direct mailings
EMAC - European Marketing Academy
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Session 15.04:
Relationship Marketing Room: SP.s.07 Session chair: Roderick Brodie, University of Auckland
“See Them, Hear Them, Trust Them”: Identifying Factors That Affect Cross-Buying Intention In The Retail Banking Magdalini Soureli, American College of Greece Kalipso Karantinou, Athens University of Economics and Business Ioannis Chaniotakis, Hellenic Open University Constantine Lymperopoulos, University of the Aegean The services marketing literature is rich in studies examining relationship enhancement. However, criticism of current literature lies in the lack of established frameworks on key factors of cross-buying behaviour. In this paper, the authors develop a research model of crossbuying intention which includes customer satisfaction, perceived value, bank image, trust and employees’ credibility. The model is tested by means of a survey in the retail banking industry and analysed using SEM. The analysis demonstrated the main effect of customers’ trust in the bank and bank image and the central role of employees’ credibility in the formation of cross-buying intention. Keywords: Services marketing, relationships, cross-buying, retail banking, research model
The Role Of Price Satisfaction In Managing Customer Relationships: The Case Of Financial Services Ioannis Chaniotakis, Hellenic Open University Constantine Lymperopoulos, University of the Aegean Magdalini Soureli, ATEbank The financial services market changes in terms of competition and consumer behaviour. Customer switching is increasing, while bank marketers try to keep a loyal customer base, in order for the banks to survive and be profitable. In this paper, the authors explored customers’ switching behaviour by focusing on price satisfaction, which comprises a main switching factor. A research model around price satisfaction is described, followed by the research objective and methodology. The results of a survey carried out among bank customers are analysed. The model is tested using SEM and the findings related to the model hypotheses are discussed. Keywords: Price satisfaction, switching behaviour, relationships, retail banking.
A Model Of Customer Selection Using Predictive Measures Of Lifetime Value Manu Carricano, EADA Barcelona De Lassence Grégoire, SAS Academic
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Our purpose in this paper is to adopt a dynamic approach to customer selection based on a prediction of individual customer future value. Customer lifetime value (CLV) models have demonstrated the importance of a shift from cost to value. But in many cases, and because it combines all aspects that would impact the future profitability of individual customers, this comprehensiveness makes it a very large and complex task to implement. At the same time, new technologies like data mining have made great progress in making large amount of data available and useful for more complex decision- making models. Consequently, the purpose of this paper is to propose a methodology based on data mining techniques to dynamically adapt individual relationships based on a predictive measure of CLV. Keywords: Lifetime Value, predictive models, data mining, customer selection
The Dual Impact Of Switching Costs Laszlo Sajtos, University of Auckland Jesse Candy, University of Auckland Roderick Brodie, University of Auckland Improvement in web technologies has increased the visibility of competitors’ offerings, which improves the customer’s ability to compare these offerings. Despite the comparability of service offerings, only very few studies include competitor-oriented information. Therefore, this study proposes a framework that concurrently incorporates the drivers of customer evaluations for their existing and next best alternative offering. This research found evidence of the dual impact of switching costs, and hence they should not be considered in isolation. This study supports the enhanced role of relationships and financial barriers in building and destroying customer value, respectively, and further, their reversed effect on the attractiveness of alternative offerings. Keywords: customer value, alternative attractiveness, switching costs
Managing The Temporary Deterioration Of Customer Profitability: The Case Of The Credit Crunch Ana I. Canhoto, Henley Business School Customer screening, a key stage in the lender-borrower relationship, is based on the assumption that there is asymmetric information between the parties and that past behaviour is a good predictor of future profitability. This paper asks what happens when there is a temporary deterioration in customer profitability, in particular, how short-term revenue management affects customer screening. The exploratory study questions the assumption of asymmetric information, notes how ‘newness’ is undesirable, and highlights the need for highly iterative predictive models. The conclusions inform the conceptual understanding of dynamic customer value and the practical management of temporary deteriorations in customer profitability. Keywords: customer screening, customer value, customer management, economic recession, credit crunch, financial services
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EMAC - European Marketing Academy
Session 03.07:
Consumer Behavior Room: SP.s.01 Session chair: Bram Van Den Bergh, Rotterdam School of Management
Two Small Steps, One Giant Leap: Effect Of Movement Signals On Consumers’ Walking Paths And Walking Speed Gaby Schellekens, Rotterdam School of Management Bram Van Den Bergh, Rotterdam School of Management This research examined the effects of movement signals on consumers walking path and walking speed. Study 1 showed that a path of footprints (vs. no footprints) on an alternative walking route led to a greater preference for this route (over the dominant route). Additionally, exposure to a path with a larger (vs. smaller) distance between footprints placed on a human walking rhythm led participants to walk faster. Study 2 replicated these findings with non human shapes (squares) on the same walking rhythm, and study 3 with squares in a row (a non human rhythm). This insight in movement signals provides retailers with a possibility to create an efficient customer traffic flow. Keywords: consumer walking paths, in-store shopping movements, mimicry, walking speed
Do Green Products Make Us Better People? Nina Mazar, University of Toronto Chen-Bo Zhong, University of Toronto
WITHD
RAWN
Consumer choices not only reflect price and quality preferences but also social and moral values as witnessed in the remarkable growth of environmentally friendly products. Building on recent research on priming and moral regulation, we find in line with the halo associated with green consumerism, people act more altruistically after mere exposure to green than conventional products. However, people act less altruistically and are more likely to cheat and steal after purchasing green as opposed to conventional products. Together, the studies show that consumption is more tightly connected to our social and ethical behaviours than previously thought. Keywords: priming, licensing, moral regulation, altruism, honesty, cheating, consumer, purchase, green products, organic, environmentalism, consumerism
Self-Esteem As A Moderator Of The Effects Of Mortality Salience On Consumer Disposing Behavior Selin Atalay, HEC Group Meltem Ture, Bilkent University Kevyn Yong, HEC Paris We investigate how consumers identify with items they own. While consumers spend to
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protect against a threat to self-identity, e.g. mortality salience (Arndt et al. 2004, Kasser and Sheldon 2000, Mandel and Heine 1999); less is known about how such a threat affects consumer disposing. To this end, results from a survey and experiment show that selfesteem moderates the effects of mortality salience on disposing behavior. Thus, our work extends the understanding of how consumers relate to material objects by investigating how consumers dispose items they own. Implications and future directions are discussed.
Linking CSR And Willingness To Pay – An Empirical Investigation In Germany And Slovenia
Keywords: mortality salience, disposing, self-esteem, materialistic consumption
Until today, investigations on the relation between corporate social responsibility (CSR) and consumers’ willingness to pay have employed solely hypothetical surveys. This might provoke biased results, since respondents are likely to conceal their real preferences. The present paper contributes to the extant research by analyzing the relationship between CSR and willingness to pay simulating a realistic purchasing situation. The empirical study therefore employs a Vickrey Auction which incentivizes consumers to reveal their exact willingness to pay. Based on a conceptual model, the paper demonstrates an indirect link between CSR and willingness to pay, which is mediated by customer-company identification and attitudes towards the company. The influence of CSR on consumers’ willingness to pay was found to be weaker than prior studies suggested. Moreover, the findings reveal that the validity of the model can be extended to both subsample where CSR is well established and subsample where CSR is still developing.
Realism And Fantasy In Motion Pictures: Transportation Under Debate Francesco Ricotta, La Sapienza University Rome Giulia Miniero, Bocconi University Michela Addis, University of Roma 3 Transportation is commonly presented in the context of realistic narratives. An important facet of transportation, which means being absorbed into the written narrative flow of a story, relies on its capacity to influence individuals’ beliefs. This research examines whether (i) the effects of transportation is replicable with movies; (ii) an individual difference, such as fantasy proneness, shapes the relationship between the realism of the movie and the transportation level of the individual. Two studies show that (a) movies have an impact on individuals’ transportation; (b) realistic movies have a greater impact on transportation than fantastic movies; (c) fantasy proneness increases the level of transportation; (d) transported individuals better evaluate movies. Keywords: Transportation, Fantasy Proneness, Realism, Motion pictures, Consumers’ Attitude Session 19.04:
Social Responsibility, Ethics and Consumer Protection Room: SP.s.10 Session chair: Rafael Bravo, Zaragoza University
Ethical Strategies In Banking: The Role Of Corporate Social Responsibility And Price Fairness As Drivers Of Customer Loyalty Rafael Bravo, Zaragoza University Jorge Matute, Zaragoza University Jose M. Pina, Zaragoza University
Christina Sichtmann, University of Vienna Anja Geigenmüller, Technical University Freiberg Vesna Zabkar, University of Ljubljana
Keywords: Corporate Social Responsibility, Willingness to pay, Vickrey Auction
Information Demand And Willingness To Pay For Eco Friendly Shoes Dominik Walcher, Salzburg University of Applied Sciences Christoph Ihl, RWTH Technical University Aachen Michael Gugenberger, Salzburg University of Applied Sciences The manufacturing and disposal of shoes is a widely underestimated environmental problem. A regular shoe consists of up to thirty parts of different materials, such as leather, synthetics, rubber and textile, which are inseparably stitched or glued together and treated most often with hazardous chemicals to achieve the desired physical qualities. More and more companies start to produce and sell eco friendly shoes. In this paper an empirical study is presented which shows the current (marginal) meaning of ecology when buying shoes as well as the information demand and the willingness to pay for eco friendly shoes for different types of customers. Keywords: Shoes, sustainability, ecology, information demand, willingness to pay
Cause Related Marketing And Country Of Origin Effect Ilaria Baghi, University of Modena and Reggio Emilia Marcelo Tedeschi, University of Modena and Reggio Emilia
This paper explores the potential on banks’ ethical strategies as determinants of customer’s future intentions. Specifically it proposes a model where corporate social responsibility and price fairness positively influence customer loyalty through satisfaction and commitment. To test this model, structural equation modelling is employed on a sample of 300 customers of banks and savings banks. Results show that both ethical strategies contribute to achieve customer loyalty, also confirming the role of satisfaction and commitment as mediator variables. Besides, it is also shown that corporate social responsibility influences customers’ perceptions on price fairness.
Previous studies suggested that former belief about the country of origin have a role in orienting consumers purchasing decisions. The purpose of this research is to investigate the extent to which the effectiveness of a cause related marketing program (CRM) might be influenced by previous belief about the product country of origin. The study consists of an experimental 2X2 between subjects design. Results show significant interaction between previous convictions about a country in defining consumer willingness to pay for the cause related product, their purchase intention and a main effect of the country social involvement on consumers’ confidence in CRM program.
Keywords: Corporate Social Responsibility; Price Fairness; Loyalty; Retail Banking
Keywords: Cause related marketing, country of origin, willingness to pay, purchase likelihood
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Session 08.02:
Market Research and Research Methodology: Survey Methods Room: SP.s.08 Session chair: Elke Cabooter, University College Ghent & Ghent University
An Initial Empirical Guide To Translating Between Different Answer Formats Sara Dolnicar, University of Wollongong Bettina Gruen, Vienna University of Economics and Business John Rossiter, University of Wollongong Surveys research remains the most popular source of market knowledge. Yet, there is not one established way of how to measure beliefs. Some market research companies offer their respondents five answer options, others seven. Some use middle points on the answer scales, others do not. Some verbalize all answer options, others only the endpoints. The wide variety of answer formats used both by market research companies and academic researchers makes it virtually impossible to compare results across studies. This study offers support by presenting empirical mappings for some of the most commonly used answer formats, thus making comparisons of results easier. Keywords: Survey design, answer formats, translation between answer formats, comparability of study findings
Examining The Functioning Of Different Response Scales Based On Innovative Measurement Models Thomas Salzberger, Vienna University of Economics and Business Monika Koller, Vienna University of Economics and Business When measuring latent variables, the type of response scale codetermines the response behaviour. The present study examines the functioning of response scales of different direction (agree-disagree versus disagree-agree) in paper-and-pencil and onlineadministered questionnaire data, exemplified by two different constructs, based on the Rasch measurement model. The agree-disagree format performs better (in terms of fit and the unit of measurement) than the disagree-agree variant with spatial proximity between the statement and the agree-pole of the scale being a plausible explanation. Since a difference in the unit of measurement (a multiplicative bias) may lead to spurious mean differences, extreme caution has to be exercised when data sets based on different methods of collection or different response scales are merged. Keywords: Response scale functioning, response scale direction, Likert-type response scale, Rasch model
EMAC - European Marketing Academy
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Who Said That Looks Do Not Matter? The Effects Of Rating Scales On Response Styles Elke Cabooter, University College Ghent & Ghent University Bert Weijters, Vlerick Leuven Management School Maggie Geuens, University College Ghent & Ghent University Iris Vermeir, University College Ghent & Ghent University In line with a recent quest to avoid method bias in survey data instead of post hoc correcting for it, the objective of this paper is to study the impact of scale formats on the acquiescence, disacquiescence, extreme and midpoint response style. Four scales differing in Polarity (unipolar versus bipolar) and Anchoring (positive numbers only versus positive and negative numbers) were investigated. The results show that a unipolar scale with mixed numbers is the worst alternative. It is less clear, though, which is the optimal scale because none of the scales scores lowest on all response style categories. Keywords: Response styles, Polarity, Anchors, Likert scale, Semantic differential
When Students Give Biased Responses To Researchers: An Exploration Of Traditional Paper Vs. Computerized SelfAdministration Raphaelle Butori, ESSEC Business School Béatrice Parguel, Université Paris-Dauphine This article investigates the impact of two data collection modes (online surveys and paper-and-pencil surveys) and the perceived attractiveness of the experimenter on two types of response biases: social desirability and demand artifacts. Its results highlight the combined effect of the data collection mode and the perceived attractiveness of the experimenter on social desirability and show that signs sensitivity and signs interpretation (two types of demand artifacts) are stronger in the context of online surveys than in the context of paper-and-pencil surveys. Keywords: Data collection, online surveys, paper-and-pencil surveys, response bias, social desirability, demand artifact Session 20.04:
Tourism Marketing Room: SP.s.12 Session chair: Juergen Gnoth, University of Otago
Service Orientation And Quality Maria Luisa Del Río, University of Santiago de Compostela Teresa García, University of Santiago de Compostela Concepción Varela, University of Santiago de Compostela Leandro Benito, University of Santiago de Compostela In service organizations it is important to develop an organizational culture orientated to
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the service. According to this paradigm, we postulate that the service-orientated culture will have a positive effect on service quality. In these organizations it is also important that customer-contact employees show a customer-oriented disposition. We propose that employee service orientation mediates the relationship between organization service orientation and perceived service quality. In order to analyze these relationships we obtained the collaboration of hotel managers and customer-contact in 129 hotels. The data obtained enabled us to show the influence of organization service orientation on service quality and identify the mediating role of employee service orientation in this relationship. Keywords: Organization service orientation, service quality, customer-contact employee, hotels
Service Encounter Practices, Employee Service Orientation And Participation: Moderating Effect Of Chain Affiliation Carmen Otero-Neira, Vigo University Jose Varela, University of Santiago de Compostela Teresa García-Garazo, University of Santiago de Compostela Belen Bande, University of Santiago de Compostela Since customer-contact employees’ participation and service orientation can positively influence perceived service quality, it seems of interest to explain their organizational antecedents, as a way of stimulating them and hence raising the quality of the service provided to customers. Our research is focused on organizational service encounter practices. We are also interested in the moderating effect of hotel chain affiliation on the organizational practices - employee outcomes relationships. The empirical investigation is carried out in the hospitality industry with a sample of 129 hotel data. The results indicate that service encounter practices have a positive effect on frontline employee outcomes. They also show that hotel chain affiliation moderates the service encounter dimensions employee outcomes relationships. Keywords: Employee service orientation, employee participation, service encounter practices
Tourism Networking In Major Events: Auckland And Valencia’s Responses To Mounting The America’s Cup Regatta In 2003 And 2007
EMAC - European Marketing Academy
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Positioning Malaysia As A Tourist Destination Based On Tourists’ Perception, Satisfaction And Behavioural Intentions Mahadzirah Mohamad, University Malaysia Terengganu Sulaiman Md Yassin, University Putra Malaysia Abdul Manan Ali, University Malaysia Terengganu Borhanudin Mohd Yusof, University Malaysia Terengganu The study seeks to determine the tourist perception of Malaysia as a holiday destination and to investigate how the image impacts on travellers’ satisfaction and behavioural intentions. The relationship between travellers’ satisfaction and their behavioural intentions is also ascertained. The findings indicated that Malaysia was perceived as offering natural scenic beauty which offers an adventurous holiday supported by good facilities for food and accommodation. The results also show that Destination Image has a significant influence on travellers’ future behaviour intentions and there is a significant relationship between traveller’s satisfaction and their future intention to revisit and spread positive word-of-mouth. Keywords: Tourist destination image; behavioural intentions, satisfaction; structural equation modelling; Malaysia Session 06.01:
Marketing in Emerging and Transition Economies: Consumer decision making in emerging markets Room: SP.2.05 Session chair: Aaron Gazley, Victoria University of Wellington
Deal-Proneness In Case Of Purchasing Over-Clothes Veronika Keller, Széchenyi István University László Józsa, Széchenyi István University
This study explores new ways of enhancing destination brand management and business success when holding mega events. Results show that measures of business collaboration offer both an efficient and effective way to a) form the means by which visions and destination values can be transmitted and strengthened while b) indicate levels of business success with a mega event. Replicated research in both Auckland (NZ) and Valencia (Spain) show that the more companies cooperated the more satisfied they were with the staging of the America’s Cup Regatta, although the overall levels of collaboration were abysmally low. Industry organisations and DMOs are implicated.
The structure of Hungarian retailing has changed significantly in the past 20 years. The planned economy was replaced by market economy and the competition grew intense between actors, namely national retailers and foreign owned retailers. Multinational companies use a wide range of sales promotion (SP) techniques, which demand from national actors to apply these solutions, too. As a consequence a huge amount of customers became promotionally sensitive. We investigated the favored type of sales promotion techniques preferred by Hungarian customers in case of over-clothes purchase. In an empirical research 419 customers were questioned whether they buy promoted clothes and which kind of sales promotion techniques they prefer in case of purchase. The result of our quantitative research is that 13.8% of customers like many different sales promotion methods, first of all women with secondary school education living in cities. All customers like saving money and taking advantage of price promotions that is why they purchase clothes when they can obtain it at lower price. Hungarian retailers have to put more emphasis on sales promotion in the future and should apply more techniques at the same time, since the young generation is really prone to this form of marketing communication.
Keywords: Destination marketing, sport events, networking
Keywords: sales promotion, over-clothes, deal-proneness
Rafael Currás Pérez, University of Valencia Juergen Gnoth, University of Otago Luisa Andreu, University of Valencia
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EMAC - European Marketing Academy
Changes In Chinese Consumption Values Under Economic Recession
Session 07.04:
Yilin Lv, Renmin University of China Ting-Jui Chou, Renmin University of China Shi Li, Renmin University of China
Marketing of Public and Non-Profit Organisations: Customer Relationship
The recent financial crisis has been regarded the worst recession since the Great Depression in early 20 century. It was witnessed that large scale unemployment around the world severely impacted upon the living of most consumers. With 639 valid respondents, this study observes the changes in Chinese consumption values based on a clustering of perceived wealth before and after the crisis. Results suggest that the economic impacts of this recession upon Chinese consumers are not as serious as expected. However resulting changes in their consumption values are heterogeneous across different clusters. Discussions and implications of these findings are provided. Keywords: financial crisis, consumer segmentation, consumption values, hedonic, utilitarian
A Comparative Study Of Self-Construal Effects On Consumer Brand Categorization In France And Morocco Jouba Hmaida, Toulouse I University of Social Sciences This comparative study of consumers’ behaviors in the emerging economy of Morocco and the developed one of France, examines the impact of self-construal on brand categorization. Drawing on previous research, we tested the hypothesis that interdependents are more likely to group together brands that are used in the same usage occasion and that independents are more likely to group together brands that share the same attributes or belong to the same category. Empirical support was found for this hypothesis. Further, Moroccans exhibited a higher level of interdependence than French. In contrast, French showed a higher level of independence than Moroccans. Keywords: self-construal, brand categorization, Morocco, France
Attitudes To Offensive Advertising In China: A Comparison With The West Kim Fam, Victoria University of Wellington Aaron Gazley, Victoria University of Wellington David Waller, University Technology Sydney Jayne Krisjanous, Victoria University of Wellington As China continues to rapidly expand and further open itself to market forces, the People’s Republic arouses significant interest as a new mega-market. Consequently, the influx of new business opportunities and advertising has resulted in Chinese consumers increasingly exposed to potentially offensive advertising products and images. While some products and images may seem acceptable in the West, there are some that may offend Chinese cultural sensitivities. The purpose of this study is to better understand similarities and differences that exist between American and Chinese perceptions surrounding offensive advertising. The results highlight a number of statistical cultural differences that have business implications. Keywords: advertising, culture, offensive
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Room: SP.s.03 Session chair: Ian Hodgkinson, Loughborough University
A Comparison Of Service Quality Expectations And Perceptions In The Public And The Private Sector Barbara Caemmerer, University of Strathclyde Alistair Dewar, University of Strathclyde While there is growing evidence that service aspirations and service management practices assimilate between the public and the private sector, little research has been carried out to compare levels of recipients’ service expectations and perceptions in the two sectors. A quasi-experimental study with 200 members from the British public reveals that there are no significant differences between expectations towards and perceptions of public and private services. The traditional SERVQUAL dimensions explain 74% of overall satisfaction in the public, and 87% in the private sector. Potential reasons for these results are discussed and managerial implications provided. Keywords: Public sector, private sector, service expectations, service perceptions, SERVQUAL
The Role Of Absorptive Capacity In The Market OrientationCustomer Performance Relationship For Public Service Provision Ian Hodgkinson, Loughborough University Mathew Hughes, University of Nottingham Paul Hughes, Loughborough University Robert Morgan, Cardiff University Delivering consistently high quality services at the public level requires organisational responsiveness to changing public needs. However, few efforts have been made to examine the learning environment that organises and translates the externally acquired knowledge obtained through these behaviours into a sustainable advantage, or how an organisation’s management context might impact the nature of its return. In an examination of public leisure organisations, we examine the role of organisations’ absorptive capacity in sustaining exclusive returns from market orientation and account for two opposing management contexts. We conclude that internal provision with a superior absorptive capacity should increase the quality, effectiveness and speed of response to market intelligence, over that of external approaches to provision. Keywords: market orientation; absorptive capacity; public management; customer performance
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The Website : A New Tool For Performing Arts Theaters To Develop Motivation, Ability And Opportunity To Participate Carole Martinez, Paris XII Val de Marne University Florence Euzéby, University of Poitiers Given that the audience of performing arts theaters is stagnant and that consumers are using more and more internet for cultural purposes, the authors examine the potentiality of websites to help develop attendance. They lean on the Motivation / Ability/ Opportunity (MAO) model to understand the influence of websites. Twelve interviews of managers of performing arts theaters were carried out, and were completed by the observation of 113 French theaters’ websites. All the managers highlight that websites are a new tool to enhance the public’s motivation, ability and opportunity to participate and to commit themselves, whereas websites observations do not always confirm that. Keywords: performing arts, audience, MAO model, website, qualitative study Session 09.02:
Marketing Strategy and Leadership Room: SP.s.14 Session chair: Johanna Frösén, Helsinki School of Economics
How Does Firm Performance Influence Market Orientation? Hans Eibe Soerensen, Southern Denmark University This paper contributes by investigating how firm performance influences its market orientation. We draw on the aspiration-level model from the behavioral theory of the firm to develop testable propositions that substantiate and extend prior market orientation research. Specifically, we address how performance influences firms’ market-oriented search behavior (responsive or proactive) and the allocation of attention (customer and competitor orientation) as well as the formation of aspiration levels. Research and managerial implications are discussed. Keywords: Firm performance, market orientation, competitor orientation, responsive, proactive, aspiration-level model, risk taking
Market Orientation Profiles Of Finnish Companies Johanna Frösén, Helsinki School of Economics Antti Vassinen, Helsinki School of Economics Matti Jaakkola, Helsinki School of Economics Henrikki Tikkanen, Helsinki School of Economics The performance implications of market orientation remain a key research topic. This study replicates Narver and Slater’s 1990 study in part to reflect on the performance links of different dimensions of marketing performance. First, factor analysis conducted on 1157 survey responses from top management in Finnish companies empirically verifies the three underlying dimensions to market orientation. Second, five distinct profiles of market
EMAC - European Marketing Academy
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orientation are identified by clustering respondents and characterized in comparison with both objective and subjective performance metrics and contextual factors. These profiles provide a platform for better understanding the state of market orientation from national and managerial perspectives. Keywords: market orientation, firm profile, Finland
Exploring The Strategic Orientations Of A Service-Centered View Of The Firm Lucio Lamberti, Milano Polytechnic University Angela Paladino, University of Melbourne Giuliano Noci, Milano Polytechnic University The paper analyzes the strategic orientation of a firm adopting a Service Dominant Logic (SDL) and a service-centered view of the firm. To do that, we explore the conceptual relationship between established strategic orientations (market orientation, learning orientation, service orientation, learning orientation and entrepreneurship orientation), emerging strategic orientations (co-creation orientation and network orientation) and SDL theory. We argue that a service-centered view of the firm requires the deployment of all these strategic orientations, thus SDL-orientation emerges as a strategic orientation ‗combination‘. In this paper, we refine some assumptions of SDL theory, to develop a comprehensive framework to ground further empirical research on SDL and, in due course with the firm performance relationship. The paper concludes with a discussion of the framework, its implications and areas for future research. Keywords: Service Dominant Logic, Service-Centered view, Strategic Orientation, Market Orientation. Resource-Based View
Strategic Orientation, Marketing Capabilities And Branch Performance: An Empirical Investigation In The Financial Services Sector Evangelia Katsikea, Athens University of Economics and Business Marios Theodosiou, University of Cyprus John Kehagias, Hellenic Open University The present research inquiry focuses on strategy implementation issues in banking institutions. Specifically, this study attempts to develop an integrated model, which incorporates environmental factors (competitive intensity and market turbulence), organizational structure elements (decentralization), strategic orientations (customer orientation, competitor orientation, internal/cost orientation and innovation orientation), marketing capabilities and branch performance. Based upon an extensive review of the pertinent literature, in conjunction with in-depth interviews with upper management in banking institutions, a set of research hypotheses are developed and empirically tested in a study conducted among 316 bank branch managers. Conclusions and implications are extracted from the study findings. Keywords: strategy implementation, strategic orientations, bank branch manager
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Session 14.06:
Product and Brand Management Room: SP.s.16 Session chair: Lucia Malaer, University of Bern
EMAC - European Marketing Academy
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ciplinary literature review. The review reveals three interrelated key developments which together resulted in the emergence of the internet-based democratisation of brand management. A visual framework incorporating these findings is presented with the aim of clarifying this complex democratisation phenomenon. Keywords: brand management, corporate brand management, internet-based democratisation, social capital
Spillover Effects In Multiple Co-Branding Alliances Isabel Victoria Villeda, University of Cologne Franziska Völckner, University of Cologne Henrik Sattler, University of Hamburg The popularity of co-branding alliances has led to many brands being involved in not only one but rather in multiple alliances. If a brand B enters two brand alliances (A-B and B-C), this creates an indirect linkage between brands A and C and between the cobranded products. Information about one brand may transfer to the directly and indirectly linked brand allies and co-branded products. This article is first to analyze spillover effects induced by indirect brand linkages in multiple co-branding alliances. Two empirical studies provide evidence that spillover effects exist and are driven— among others—by the co-branding type. Keywords: brand management, co-branding alliances, spillover effects
Characteristics Of Cult Brands Lucia Malaer, University of Bern Bettina Nyffenegger, University of Bern Bianca Grohmann, Concordia University Harley Krohmer, University of Bern While the phenomenon of cult brands is gaining increasing interest in brand management, their measurement and contribution to branding theory and practice have not been examined. This article describes the development of a scale measuring characteristics of cult brands. The authors distinguish several cult dimensions and construct a cult brand scale that includes five dimensions: motion, solidity, leadership, exclusivity, and loyalty beyond reason. The authors conclude with a discussion of the implications of their study for future research and business practice. Keywords: Brand Management, Cult Brands, Icons, Sacredness, Scale Development
The Internet-Based Democratisation Of Brand Management – The Dawn Of A New Paradigm Or Dangerous Nonsense? Bjoern Asmussen, Oxford Brookes University Sally Harridge-March, Oxford Brookes University Nicoletta Occhiocupo, Oxford Brookes University Jillian Farquhar, University of Bedfordshire The internet-based democratisation of brand management is a hotly debated topic. One problem with this debate appears to be that there is a lack of understanding of the democratisation phenomenon itself. This paper aims to address this issue by way of an interdis-
The Spillover Effects Of Co-Branding On Partner Brands’ Brand Equity Ulla Hakala, Turku School of Economics Harri Terho, Turku School of Economics Jenny Kärkkäinen, Turku School of Economics The use of co-branding as a form of brand management has become increasingly important in recent years. However, surprisingly little empirical research has been conducted on the issue, and even less so on the spillover effects of co-branding on partner brands. This study explores the spillover effects of co-branding on the different dimensions of customer-based brand equity on two partner brands based on a quasi-experiment. The findings indicate that the co-branding has a different role for both the primary and the secondary brand. Co-branding does have a positive, but varying effect on the different dimensions of brand equity of both constituent brands. Keywords: co-branding, spillover effects, brand equity, quasi-experiment Session 16.04:
Retailing, Channel Management and Logistics Room: SP.2.10 Session chair: Tabea Huneke, European Business School
Determinants Of The Demand For Healthy Food: Does Stress Suppress Health Orientation In On-The-Go Consumption? Tabea Huneke, European Business School Sabine Moeller, European Business School Tobias Schaefers, European Business School Changes in eating habits comprise two major trends: The increasing demand for healthy products, and a stressful pace of life that leads to a growing convenience orientation. We link these trends by investigating whether stress, operationalized as time pressure and irregular daily routines, suppresses health orientation in on-the-go consumption. Based on current lit-erature and qualitative research a structural model was developed and empirically tested. Our results surprisingly show that time pressure fosters health orientation regarding on-the-go consumption. Implications for industry and retailers are derived. The contribution of our re-search is to advance the understanding of consumer behaviour regarding on-the-go consumption. Keywords: Convenience, Health Orientation, On-the-go Consumption
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Sense Or Sensibility? Assessing The Power Of Experiential Design On Store Brand Personality Eirini Tsichla, Aristotle University of Thessaloniki Christina Boutsouki, Aristotle University of Thessaloniki As retailers encircle consumers with multi sensory appeals and spectacular environments, the scope of retail branding is redefined, while meditation concerning customers’ interpretation of novel store experiences is elicited. This paper aims to elucidate the impact of experiential design on store brand personality and to assess its prevalence on consumer perceptions. A qualitative research design draws evidence from a retail setting, highlighting the strong influence of experiential elements that yet, act in tandem with employee and merchandise variables in the formation of store brand personality. The existence of an overshadowing effect of the brandscape is affirmed, diverting consumers’ attention from products to atmospheric elements, stimulating a critical eye that raises expectations and eliminates their actions. Keywords: Experience, branding, retailing, space, atmospherics
The Compared Effect Of Perceived Sensory Stimuli During The Shopping Experience Patrice Cottet, University of Reims Marie-Christine Lichtle, University of Burgundy Véronique Plichon, University of Tours This article aims to compare the effects of various environmental factors perceived by the consumer on the emotions felt in a retail outlet. The results of an exploratory study show first the influence of store layout, of congruence between colors, scents or music on the three emotions studied: oppression, pleasantness and nervousness. Keywords: Store’s physical environment, consumers’ perceptions, emotions
Consumer Primrose Path In The Selection Of Fruit And Vegetables: An In-Store Experimental Analysis Valdimar Sigurdsson, Reykjavik University Nils Magne Larsen, Harstad University College Didrik Gunnarsson, Harstad University College There is a general agreement on the health benefits of eating fruits and vegetables (F&V). But still, consumers do not eat enough. We performed a repeated measures in-store experiment to investigate the effects of F&V placements on consumers’ buying behaviour. The in-store experiment manipulated placements of bananas in three different ways in two stores. We also conducted a consumer survey which showed that consumers had very positive attitudes towards F&V consumption and intended to buy more. Despite this, the experiment was not successful in changing consumers buying behaviour. These results are viewed from the lenses of the primrose path theory. Keywords: In-store experiment, shelf placements, food choice, fruits
EMAC - European Marketing Academy
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THURSDAY – 14:00-15:40 Session 01.07:
Advertising, Promotion and Marketing Communications: Incongruity Vs. Fit Room: SP.s.05 Session chair: Carmen Horn, University of Cologne
„My Vote For My Mailman“: Designing Communication Campaigns With Reciprocity Carmen Horn, University of Cologne Anne Fries, University of Cologne Karen Gedenk, University of Cologne Appeals in communication can be rational, emotional or moral. We investigate the influence of a moral appeal to reciprocity as a design element for communication campaigns. We conduct an experiment based on a real-life sweepstake run by the German postal service in 2007, where participants could vote for their mailman. We find that appealing to reciprocity does not per se increase the participation in the sweepstake or improve company image. Rather, the effectiveness of this design element depends on the fit between the campaign and the company and on the consumers’ satisfaction with the company’s services. Keywords: Reciprocity, Communication, Sweepstakes
The Effects Of Schema Incongruent Advertising Information: Verbal-Based And Image-Based Incongruity Georgios Halkias, Athens University of Economics and Business Flora Kokkinaki, Athens University of Economics and Business This paper explores the effects of advertising information that varies in the degree of (in) congruity with consumers’ brand schemata. The role of the source of incongruity is also examined. In two studies that took place in a laboratory setting, participants completed a questionnaire assessing their amount of processing, memory performance, and attitude change. The results generally support a non-monotonic, inverted-U relationship between the degree of (in)congruity and consumer responses, with moderately incongruent advertisements stimulating more ad processing, producing better memory recall and more favourable attitude change. Research findings imply that verbal-based discrepancies moderate the effects of schema incongruity. Keywords: Schema theory, information incongruity, consumer attitudes
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Strategic Consistent Messages: Effects On Brand Image María A. Navarro-Bailón, Murcia University Elena Delgado, Murcia University Maria Sicilia, Murcia University The purpose of this paper is to analyze the synergistic effects derived from an Integrated Marketing Communication (IMC) strategy following a criterion of strategic consistency. We compare a strategic consistency based-communication campaign with a message repetition strategy from a unique source. Specifically, we focus on the effects that IMC has on brand image, in terms of number and favourability of associations, and on brand attitude. Based on the theoretical postulates on the Information Integration Theory and the Elaboration Likelihood Model we propose that an integration strategy is more effective in building brand image compared to a repetition strategy. To explore this research question this paper develops an experimental study with a sample of 140 individuals, and two communication tools (advertising and sponsorship) whose messages have been integrated using a consistency criterion. The results suggest that, in comparison to a message repetition strategy, an integrated campaign leads to more positive effects on the number and favourability of brand associations as well as on brand attitude. Keywords: brand image, IMC, strategic consistency, message, repetition, associations
Does Image-Congruent Media Selection Influence Celebrity Endorsement Advertising Success? Rebecca Heuke, University of Hamburg Carsten Erfgen, University of Hamburg Henrik Sattler, University of Hamburg Companies spend large sums of money for advertising with celebrities. However, inappropriate media selection for celebrity endorsements might compromise its effectiveness. We present the first study to empirically investigate whether image-based media selection enhances celebrity endorsement effectiveness. Our research focuses on the effect of congruence between the image of the advertising medium and the image of the advertised brand (i.e., BMI congruence). The findings show that higher levels of BMI congruence increase the impact of celebrity endorsement for attitude toward the brand, though not for purchase intention. Media selection for celebrity endorsement might be more important for higher brand familiarity.
EMAC - European Marketing Academy
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The 1990s introduced the domain of relationship marketing as a response to specific marketing realities. However, its practice remains today considerably constrained, as the majority of companies lack the proper underlying philosophy, i.e. a relationship marketing orientation (RMO) that precedes the effective implementation of relationship marketing. Such an orientation, however, is critical as it enhances companies’ effort to develop lasting relationships with their customers. This paper, while discussing the nature of the RMO construct, reports the results of a study conducted with the purpose of developing and empirically testing an instrument for measuring RMO. Keywords: Relationship marketing orientation, investments in relationships, preferential treatment, customer intelligence
Exhibitor Satisfaction In Business-To-Business Trade Shows Understanding Performance Patterns From Vavra’s Importance Grid Perspective Michael Reinhold, University of St. Gallen Christian Schmitz, University of St. Gallen Stephan Reinhold, University of St. Gallen Tradeshows are an essential instrument in the marketing of goods and services. Thus, the fair and tradeshow business has become a multi-billion dollar industry, in which trade fair organizers earn the biggest share of sales with exhibitors, paying fees for exhibition services. In order to increase service quality on trade shows, trade fair organizers strive for achieving a high level of exhibitor satisfaction. Despite its major importance for the fair and tradeshow industry, instru-ments to poll exhibitors satisfaction remain very basic. This research focuses on exhibitor satisfaction in a business-to-business context. The paper contributes to the field of trade show re-search by (1) exploring relevant issues of exhibitor satisfaction, (2) developing a measurement approach, (3) collecting data from a number of 362 exhibitors in business-to-business trade shows and 404 exhibitors in business-to-consumer fairs, and finally (4) comparing results upon the Vavra’s importance grid. Keywords: public and industrial fairs and exhibitions, business-to-business service markets, explicit and implicit importance, requirements
Keywords: Celebrity endorsement, media selection, advertising effectiveness Session 02.03:
Business-to-Business Marketing & Networks Room: SP.s.07 Session chair: Michael Reinhold, University of St. Gallen
Measuring Relationship Marketing Orientation As A Higher Order Factor Structure: Evidence From B2B Markets George Papadakis, Boston University Spiros Gounaris, Athens University of Economics & Business
Identifying Requirements In Customer Solutions: A Qualitative Study From The Perspective Of Multiple Stakeholders Alke Töllner, Technical University Dortmund Hartmut H. Holzmüller, Technical University Dortmund Since a product-centric business model does not fully recognize the individual requirements of customers, industrial markets undergo a strategic shift with many firms changing from being primarily technology-focused to becoming more customer-oriented. Following Tuli et al. (2007) the process of offering a customer solution involves four steps. Although the authors emphasize that a thorough definition of customer requirements is the first and essential step, only limited research focuses on requirement elicitation. Therefore the present paper contributes to the literature by identifying stakeholders which
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are of relevance and by deepening the understanding about requirements that stakeholders demand when buying a solution. Keywords: customer requirements, stakeholder, solution selling
Corporate Reputation and Customers’ Value Perceptions: A Dynamic Analysis Jens Hogreve, University of Paderborn Bernd Frick, University of Paderborn Andreas Eggert, University of Paderborn Customer value management has developed as an issue of major concern over the last decade. While we can draw on a growing literature on understanding and creating superior value in business markets, the effective communication of value has remained an underresearched area. When customer benefits or costs cannot be convincingly demonstrated to the target market, vendors need to rely on information surrogates to signal superior customer value. This study focuses on corporate reputation as a value signal. More specifically, it raises the research question whether and how corporate reputation impacts customers’ value perceptions. Based on a longitudinal dataset employing a latent growth SEM-analysis, we find a positive relationship between the initial level of corporate reputation and both, the initial level of customer-perceived value and its development over time. Against this background, corporate reputation plays an important role for communicating superior customer value to the market-place. Keywords: Corporate Reputation, Customer-Perceived Value, Latent Growth Modeling Session 03.08:
EMAC - European Marketing Academy
Thursday – 14:00-15:40
Variety For Nothing Mauricio Mittelman, Torcuato di Tella University Amitava Chattopadhyay, INSEAD Miguel Brendl, Northwestern University All existing explanations for variety-seeking behavior view variety as a means to achieve a goal (e.g., to seek stimulation). In this research we offer a different perspective. We show that sometimes people seek variety for no reason other than to merely make different choices. Our hypothesis is that when making choices of multiple items from a product category, people seek variety in the choice process apart from seeking variety in the choice outcome. We report an experiment that provides data supporting our hypothesis and discuss several implications of our results for consumer research and marketing practice. Keywords: variety-seeking; choice process; consumer psychology
Daydreaming: Basing Risky Decisions On What Didn’t Happen Elizabeth Cowley, University of Sydney Christina Anthony, University of Sydney Research has consistently shown that people prefer happy endings. The research presented here investigates the informational value of the trend at the end of an experience. The results show that when a trend is allowed to continue until the end of an experience, consumers believe the trend contains information about future states and that they are willing to alter their behaviour on the basis of the information. The research also reveals that when the trend is interrupted, it still has an influence on the consumer’s affective reactions, but the information is not used to plan for the future. Keywords: counterfactual thinking, risk preferences, contrast, assimilation, memory
Consumer Behavior Room: SP.s.01 Session chair: Irene Scopelliti, Bocconi University
The Emotional Consequences Of Unprofitable Customer Abandonment: Feeling Sorry For The Other Or Good About Michael Haenlein, ESCP Europe Andreas M. Kaplan, ESCP Europe The abandonment of unprofitable customer relationships has recently been discussed as a strategy to manage accounts that lack profitability. On the basis of an experiment conducted among 428 US consumers, we show that unprofitable customer abandonment leads to emotional reactions among the abandoning firm’s current customers that include, among others, positive ego-focused emotions of self-esteem and pride about not being abandoned personally. We furthermore show that the tie strength toward the abandoned customer influences emotional reactions and that emotional reactions mediate the relationship between unprofitable customer abandonment and subsequent behavioral intentions in response to the abandonment decision. Keywords: Relationship marketing; Customer relationship management, Customer prioritization; Relationship dissolution; Unprofitable customer abandonment
Shock ’n’ Shop. Exaggeration And Structural Alignment In A New Design Launch Irene Scopelliti, Bocconi University Paola Cillo, Bocconi University David Mazursky, The Hebrew University of Jerusalem The introduction of novel designs such as fashion and concept products typically involves exposure to an exaggerate showpiece. This research shows that judgments of a target design improve by initially exposing subjects to exaggerate exemplars of the design. This improvement is due to a more effective encoding of the design caused by exaggeration that makes the subsequent processing of the marketable target more fluent. Without facilitating measures, the effect is observed solely for experts. However, the effect is also observed for non-experts either when the structural alignment between the showpiece and the target is high, or when subjects are trained to recognize aligned structures. Keywords: product design, exaggeration, redundancy, structural alignment
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Session 03.09:
Consumer Behaviour Room: SP.s.10 Session chair: Irena Vida, Ljubljana University
Not Just For Profit – Extending The Perspective On Consumers´ Investment Goals Pekka Puustinen, Tampere University Timo Rintamäki, Tampere University This paper investigates the goals motivating consumers’ investment decisions and behavior. Laddering procedure and network analysis are used to reveal and identify 750 linkages among 35 content analyzed goals as reasons for investing in individual stocks, mutual funds, and/or voluntary pension plans. The results suggest that consumers´ goal structures associated to certain financial products are 1) not only economic but also functional, emotional, and symbolic; and 2) influenced by the type of financial product under evaluation rather than being independent of the investment alternatives. Keywords: Investing, Goal-directed behavior, Laddering
An Investigation Of Consumer Digital Piracy: The Antecedents Of Attitude And Intention Mateja Kos Koklic, Ljubljana University Domen Bajde, Ljubljana University Barbara Culiberg, Ljubljana University Irena Vida, Ljubljana University Digital piracy represents a significant threat especially to music, film and software industry worldwide. In order to provide insights into consumer behavior related to digital piracy, this study combines two streams of research to develop and empirically test the role of moral intensity, perceived risk and issue involvement as antecedents of consumers’ attitude toward pirating and behavioral intention to pirate. The results of the paper survey conducted in Slovenia showed that risk and involvement significantly influence the attitude towardpirating, while the impact of moral intensity is negligible. Furthermore, moral intensity and involvement, but not risk, significantly predict the intention to pirate. Keywords: consumer behavior, digital piracy, involvement, risk, intention, moral intensity, theory of reasoned action, perceived consequences
Value Co-Creation And Experience In Drugs Distribution: The Coop Health Corner Monia Melia, University Magna Graecia of Catanzaro Maria Colurcio, University Magna Graecia of Catanzaro Angela Caridà, University Magna Graecia of Catanzaro Tiziana Russo Spena, University Federico II of Naples
EMAC - European Marketing Academy
Thursday – 14:00-15:40
Currently, value co-creation is a focal topic in marketing literature, but empirical studies deepening our knowledge of the involvement of the various elements of the value creation process are still scant. This work aimed to investigate the roles of both the supplier and the consumer in the value creation process in a specific business sphere that today is critical in Italy: drugs distribution. Using both qualitative and quantitative research, we applied the DART model of value co-creation. We argue that Health Corners are modern and appealing drugs distribution pattern close to consumer respect to traditional pharmacies. Due to the use of space, light, music, information and professional consultancy, the Health Corner offers a multi-sensorial experience (audio-visual, tactile and interactive) to consumers, and this atmosphere, together with trust in and loyalty to the Coop brand, are important drivers of value co-creation. Keywords: value co-creation, experience, DART Model, consumer
Barriers To The Adoption Of Counter-Stereotypical Products Tripat Gill, University of Ontario Jing Lei, University of Melbourne Wonkyong Lee, University of Ontario Counter-stereotypical products are targeted towards a group that is opposite to the stereotypes associated with these products (e.g., contraceptive pills for men, construction toolkits for women). Such products are often rejected due to stereotype-related barriers. Using in-depth interviews four such barriers were identified: stereotyping (i.e., considering the product appropriate only for the stereotypical group); subgrouping (i.e., considering the product suitable for certain subgroups); subtyping (i.e., treating the product useful for an exceptional situation or user); derogating (i.e., disparaging the product or user). These barriers were verified across eight products targeting four distinct groups (i.e., men, women, young and old consumers). Keywords: counter-stereotypical products ,stereotyping, subgrouping, subtyping, derogating Session 04.04:
Innovation and New Product Development Room: SP.s.08 Session chair: Giulia Calabretta, BI Norwegian School of Management
Product Diffusion And Time To Adoption Of New Technologies By Industry Incumbents. The Case Of The UK Mobile Phone Industry Claudio Giachetti, Cafoscari University of Venice Gianvito Lanzolla, Cass Business School In this paper we shed more light on the relationship between product diffusion within a market and the time that companies take to incorporate in their products new technologies launched by their competitors. Our key point is that there is a negative relationship between product diffusion among consumers and a firm’s time to technology adoption. We also argue that the time to adoption of technologies introduced by the market leader is
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shorter than the time to adoption of technologies introduced by the other industry members. We test our hypotheses in the context of the UK mobile phone industry. Keywords: time to technology adoption, product diffusion, imitation, market leader, mobile phone
EMAC - European Marketing Academy
by considering a component perspective, i.e. assessing newness along dominant technical components. Our findings from multiple least squares regression analyses reveal that the impact of technical newness on sales performance is positive and significant. We find that the predictive power is maximized when using a depreciated measure of technical newness, assessed from an overall perspective.
The Takeoff Of Environmental Technologies: An Evolutionary Analysis Of Relevant Drivers
Keywords: Technical Newness, Sales Performance, Product Lifecycle
Giulia Calabretta, BI Norwegian School of Management
Session 05.03:
This paper addresses the problematic diffusion of green technologies as an evolutionary process driven by the repeated interaction of firm capabilities, managerial willingness, institutional rules and competitive dynamics. Through the quantitative analysis of longitudinal data, the paper investigates how and when these evolutionary factors affect the takeoff of environmental technologies. The results suggest that technological performance, top management commitment, media pressure, and imitative behaviors contribute in accelerating the takeoff. However, the significance of firm factors, institutional factors and market factors changes depending on the stage of the diffusion process (introduction, growth, and maturity). Keywords: technological innovation, technological evolution, environmental technologies, longitudinal data
Modeling The Success Of New Products Through System Dynamics –Application To Apple’S Iphone Mariana Medvetchi Dahan, ESCP Europe Delphine Manceau, ESCP Europe The paper explores the factors at play in the international diffusion of technological innovations by adopting a system dynamics approach. Aspects such as countries’ socioeconomic and cultural characteristics are integrated to the analysis along with traditional diffusion factors directly related to the product. We first build a model using former research on system dynamic modeling and field interviews with industry experts. We then test it on a new product that has reshaped its product category, Apple’s iPhone. Keywords: new product; modeling; system dynamics; diffusion; telecommunications; iPhone
How Technical Newness Predicts Sales Across The Product Lifecycle Katrin Talke, University of Hamburg Sören Salomo, Danish Technical University Jaap Wieringa, University of Groningen This study aims at investigating how technical newness affects the sales performance of new products across their lifecycle. In a longitudinal study, we track 183 cars over their lifecycle. This approach allows to refining the construct of technical newness (1) by considering a dynamic perspective, i.e. acknowledging the decrease of newness over time and (2)
Thursday – 14:00-15:40
International and Cross-Cultural Marketing Room: SP.s.12 Session chair: Csilla Horváth, Radboud University Nijmegen
Measures Of Compulsive Buying: Applications And Recommendations Csilla Horváth, Radboud University Nijmegen Feray Adiguzel, VU University of Amsterdam After the first phase of research on U.S. samples, an increasing interest emerged in compulsive buying in other, mostly European, countries. These studies employ compulsive buying scales. Most of these scales have, however, been developed and validated on U.S. samples and have not yet been tested in Europe. We investigate the validity of two important scales in the Netherlands; the broadly applied Clinical Screener (CS) and the newly developed, promising Compulsive Buying Index (CBI). Our results indicate problems concerning convergent and discriminant validity for both scales. It can be easily resolved for the CBI, but not for the CS. Nomological validity is confirmed for both scales. These suggest better transferability of the CBI to the Netherlands and to Europe. Keywords: Compulsive buying, scale validation, reliability, dimensionality, Europe
Socio-Psychological Determinants Of Foreign Products Purchase Nadia Jiménez, University of Burgos Sonia San Martín, University of Burgos The presence on international markets of products from different origins has stimulated interest in explaining the effects of country-of-origin on consumer behaviour and perceived risk. The purpose of this study is to test the role of consumer socio-psychological characteristics as antecedents of ethnocentrism and the influence of ethnocentrism on perceived risk and purchase intention. Data collected from 202 Spanish car owners evaluating Korean automobiles was analysed with structural equation modelling. Our study shows that ethnocentrism increases perceived risk, which is new in the literature. We also identify that patriotism and cultural openness affect ethnocentrism, which can help foreign companies to mitigate negative effects of ethnocentrism. Keywords: ethnocentrism, risk, purchase, country-of-origin, patriotism, cultural openness
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What’s In A Name? Asymmetry Of Foreign Branding Effects In Hedonic Versus Utilitarian Product Categories Kristina Klein, University of Cologne Valentyna Melnyk, Waikato Management School Franziska Völckner, University of Cologne Foreign branding (spelling a brand name in a foreign language) is one way to create desirable product associations. In three empirical studies, we apply justification theory to demonstrate that foreign branding increases purchase likelihood if it is compatible with the product category (e.g., a French brand name for hedonic and a German name for utilitarian products). However, incongruence between the country of origin (CoO) implied by the foreign brand name and the actual CoO, indicating a different origin, backfires for products in hedonic categories. However, by implicitly helping consumers to justify their purchase decision, this negative effect can be reduced. Keywords: brand management, foreign branding, international marketing
The Zone Of Tolerance In The Context Of The Automobile Industry Franziska Krüger, Otto-von-Guericke-University of Magdeburg Birgitta Wolff, Otto-von-Guericke-University of Magdeburg Katja Becker, Otto-von-Guericke-University of Magdeburg The cultural background might influence what individuals expect from a product and how tolerant they are with respect to attribute performance. This study investigates the influence of attribute importance and uncertainty avoidance on the zone of tolerance and its determinants within the automobile industry. Data from Germany and the USA show a positive influence of attribute importance on the minimal tolerable and the desired performance level and a negative influence of attribute importance on the width of the tolerance zone. For China, these effects cannot be observed. An influence of uncertainty avoidance on the investigated research variables is not observable. Keywords: expectations, culture, uncertainty avoidance Session 06.02:
Marketing in Emerging and Transition Economies: Market Orientation In Emerging Markets Room: SP.2.05 Session chair: Javier Sanchez, University Jaume I
An Extension Of The Narver And Slater Market Orientation Scales To Early Transition Economies Joan Llonch, Autonomous University of Barcelona Josep Rialp, Autonomous University of Barcelona Javier Sanchez, University Jaume I
EMAC - European Marketing Academy
Thursday – 14:00-15:40
While Narver and Slater’ s scale (MKTOR) was first developed for the USA, it has also been applied to transition economies, though some management models from developed economies do not necessarily fit in other economic context. In early transition economies, due to the legacy of central planning, government is very powerful and its decisions may shape the needs and expectations of customers and determine firm’s success. Hence, the objective of the present research is to develop an extended version of the MKTOR scale for early transition economies, with fourth dimensions: customer, competitor and government orientation plus interfuctional coordination. The scale is tested within a sample of 301 Cuban firms. Results attained show that the extended version has a better fit within this environment than the traditional MKTOR scale. Keywords: market orientation, transition economy, Cuba
The Antecedents Of Export Performance Of Brazilian SMEs: Testing The Effects Of Export Assistance And Customer Orientation Jorge Lengler, IBS - ISCTE Business School Carlos Sousa, University College Dublin This research is based on a survey with 161 export managers of Brazilian Small and Medium Enterprises (SMEs). Brazil was selected as a research setting as it is the largest and the most populous country in South America. Confirmatory factor analysis and structural equation modeling were used to address the hypothesized relationships among variables. Our empirical findings indicate a positive effect of export assistance, customer orientation and competitive intensity on export performance of Brazilian SMEs. Also, our findings show that technology intensity and competitive intensity have a positive effect on customer orientation. Managerial experience did not show a direct effect on export performance of Brazilian SMEs. However, the results show that customer orientation mediates the effect of manager’s experience on the export performance of the firm. Keywords: expert performance, customer orientation, export assistance, Brazil
The Relationship Of The Three Components Of Market Orientation And Different Performance Measures In The Context Of Organizational Cultures Gabor Nagy, Corvinus University of Budapest József Berács, Corvinus University of Budapest The authors investigate the effect of the three components of market orientation, different cultural types, and their interplay on business performance on a sample of 572 Hungarian companies. Results show that competitor orientation does not explain the variance of business performance in any of the regression equations derived, while competitor orientation and interfunctional coordination prove to be significant drivers in business performance development. The results also testify the main effect of several of Quinn’s cultural types on business performance. In addition, some moderator effects upon the components of market orientation and performance relationship were identified, emphasizing the nonlinear nature of this association depending on different cultural contingencies. Keywords: market orientation, organizational culture, business performance, emerging economies
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Store Choice Model – The Uniocoop Case In Hungary Szabolcs Nagy, University of Miskolc István Piskóti Dr., University of Miskolc László Molnár, University of Miskolc Intense competition in the retail sector in Hungary requires the better understanding of consumer store choice. Our objectives were to identify the significant influencers of consumer satisfaction and the purchasing power (basket size), and to analyze the potential relationship between repurchase intention and purchasing power in the case of UnioCoop customers. A store choice model was developed and tested. We found that satisfaction was mostly influenced by shop quality, prices, selection and service, while purchasing power is mostly influenced by marital status, occupation, age and sex. Satisfaction determines repurchase intention, which has weak direct and indirect influence on purchasing power. Keywords: store choice model, satisfaction, loyalty, basket size Session 13.01:
Pricing and Financial Issues in Marketing Room: SP.s.03 Session chair: Pierre Desmet, ESSEC Business School
Effects Of Complex Price Communication On Its Perceived Fairness: Case Of A Sequential Communication Of The Total Price Imen Ben Amor, Paris-Dauphine University - Paris IX In marketing of services, to posit a firm on the market is, in fact, a major concern of managers, and the price is already one of the most important and necessary factor for this task. Although the marketing literature has recognized the importance of this variable, the understanding of consumers as well as their psychological responses remains limited, especially with the emergence of new forms of price, resulting in a mutation of their communication. In particular, the price becomes a crucial issue in this regard and its approach takes a greater importance, both for academics and for practitioners. In this perspective, the use of complex prices is becoming increasingly common. Complex prices’ perception is more than ever dependent to the way they are communicated; consequently, complex prices communication plays a crucial role in shaping their perception. This study is a part of the continuity of past research that has validated the perceptual effects of complex prices presentation. It attempts to show effects of complex prices communication on the perceived fairness. Effects of seller credibility and attribution are also studied. Keywords: complex price, perceived fairness, seller credibility, inferred motive
EMAC - European Marketing Academy
Thursday – 14:00-15:40
Who Are The 99-Ending Prices Prone Consumers? Evidence From A GfK Conjoint Analysis Charlotte Gaston-Breton, Carlos III University Madrid Sandrine Macé, ESCP Europe There is still limited knowledge about the 99-ending sensitive consumers and their features; the research described herein investigates several sets of individual characteristics in order to better understand the heterogeneity in consumers’ preferences for odd or even prices. We especially examine descriptors of the consumer’s decision making style (cognitive style, price consciousness), beliefs and attitudes towards 99-ending prices, behaviour towards the product category characteristics (involvement, usual brand) and socio-demographic characteristics (gender, age, education, income). A choice-based conjoint study was conducted among 318 shoppers. The results indicate that the drivers of 99-ending sensitivity are related to the consumer’s cognitive involvement in the decision process: an intuitive process leads to higher preference for nine endings while an analytical process leads to lower preference. Keywords: odd pricing, decision process, conjoint analysis
Price Discounts Versus Unit Premiums: Differences In Evaluation Considering Consumers’ Intertemporal Choice Daniel Stadel, University of St. Gallen Florian Stahl, University of Zurich Andreas Herrmann, University of St. Gallen Price discounts or unit premiums? Two alternative approaches to offer and design subscription tariffs. A firm can offer subscriptions of different durations with specific price discounts, the longer a customer subscribes, the lower the price per time unit. Alternatively, a firm can design and differentiate subscriptions of different periods applying the same price per time unit and offering customers of longer subscription periods a time period of free usage (premium). In this paper, we analyze, whether these two presentations are equivalent in terms of consumers’ evaluation, or, if there are any differences that have major managerial implications for firms offering subscription plans. Our results show that consumers have different expectations when talking about price discounts or unit premiums. Further, we derive implications for firms’ optimal pricing policy of subscriptions. Keywords: unit premium, price discount, discounting behaviour, intertemporal choice, subscription tarrif
An Individual Measure Of Reference Prices Using Price Limits Pierre Desmet, ESSEC Business School The idea that consumers compare posted prices with a reference price to evaluate brand prices has both intuitive appeal and empirical support. Several studies have attempted to measure this reference price using behavioural data, but few employ declarative data. Using experimental data for a new food product, this study demonstrates that defining an
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individual price by the mean of price limits has nomological and predictive validity. This findings have managerial implications; they allow for the evaluation of prices not tested in split-tests. Keywords: reference price, price limits, experiment, new product price Session 18.03:
Services Marketing Room: SP.s.14 Session chair: Mirella Kleijnen, VU University Amsterdam
How Forced Use Of Technology-Based Self-Service Affects Consumers’ Post-Adoption Evaluation: The Role Of Technology And Service Expertise Machiel Reinders, Wageningen University Ruud Frambach, VU University Amsterdam Mirella Kleijnen, VU University Amsterdam Although generally believed to be advantageous in the adoption of technology-based selfservices (TBSS), this study shows that consumer expertise could also have an aversive effect on the post-adoption evaluation of TBSS. We examined how both technology expertise and service expertise affect the evaluation following forced use of a self-service in the transportation sector using a sample of 267 consumers. We found that technology expertise has a negative effect on the evaluation of the TBSS that is moderated by service expertise. The research findings suggest specific strategies to consider when introducing TBSS depending on the levels of customers’ expertise. Keywords: technology-based self-service, forced use of self-service, consumer expertise, prior satisfaction
EMAC - European Marketing Academy
Thursday – 14:00-15:40
Fungibility Of Standardized Service Contracts Michael Kleinaltenkamp, Free University Berlin Manuel Kluckert, Deutsche Post AG Within the increasing distribution of self service concepts, numerous examples of distributing standardized service offerings can be seen. From a property rights perspective the sold objects are vouchers for the use of the provider’s capacities and processes. Selling services in this way is only possible if the contracts contain detailed regulations of all the rights and obligations concerning provider and buyer, in other words: if they are fungible. This paper focuses on the question under what conditions customers will accept such kind of standardized service offerings, referring to ex ante uncertainty and transaction costs. Keywords: new institutional economics (NIE), customer integration, service delivery, transaction cost, uncertainty, standardization
Modeling Optimal Multichannel Strategies In Service Industries Michael Paul, Bauhaus-University Weimar Thorsten Hennig-Thurau, Bauhaus-University Weimar Thomas Rudolph, University of St. Gallen We demonstrate how service companies can optimize their multichannel strategy by using a customer equity approach. We simulate the effect of channel choices on customer retention with a 2x3 between-subjects experimental design that varies the channel (internet vs. store) and customer decision stages (search, purchase, and after sales). We combine the experimental results with data about channel revenues and costs from a major European travel company and calculate the channel strategy for this firm which maximizes the firm’s customer equity. We differentiate between three different shopper segments (online, multichannel, and store) and vary their size. Results show that the travel company can, under certain conditions, increase customer equity by up to 34 % when restricting after sales services to the Internet and motivating multichannel shoppers to enhance their online purchasing. Keywords: multichannel management, customer equity, customer retention, service marketing
Remote Service Delivery And Relationship Management: Results Of A Qualitative Study In A B2B-Setting Stefanie Paluch, Technical University Dortmund Hartmut H. Holzmueller, Technical University Dortmund Modern information technologies alter not only the nature of services and their delivery process but also the interaction at the interface between service providers and customers. The transformation from close personal contact to technology-mediated interaction is challenging for both sides. Against this background, this research focuses on the exploration of remote services in a B2B-context. This study aims at (1) exploring how customers perceive and evaluate remote services; (2) identifying their expectations; (3) revealing how technology-mediated interaction affects the relationship. Results of this study generate managerial implications for remote service providers that help to enhance acceptance and strengthen customer relations. Keywords: remote services, service technology, technology acceptance, qualitative research
Session 14.07:
Product and Brand Management Room: SP.s.16 Session chair: Pam Morrison, University of New South Wales
Making It Fit! The Use Of Sequential Brand Extensions To Accomplish Growth Lars Erling Olsen, Oslo School of Management Adrian Peretz, Oslo School of Management Brand extensions are attractive to companies because they provide an opportunity to take advantage of existing brand names when entering into new product categories. Howev-
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EMAC - European Marketing Academy
Thursday – 14:00-15:40
er, at times brand managers identify growth categories beyond the reach of their brands. In these cases, the current literature recommends introducing a new brand name, even though it is acknowledged that this strategy carries substantial financial risk. This paper proposes an alternative approach, and introduces the conceptual idea that brands may be stretched farther using a series of intervening brand extension – sequential extensions – bridging the gap between the parent brand and the target category.
The Effects Of Store Corporate Associations On Store Brand Responses
Keywords: brand extension, sequential extensions, associative networks
This study examines how corporate associations affect store brand (SB) responses. Using multigroup SEM analysis, this study finds that corporate associations have significant effects on SB responses. It further finds corporate ability association (CAA) and corporate social responsibility association (CSR) have different effects on different SB responses (SB quality perception; SB attitude, and SB purchase intention), and for different SB product categories (groceries vs. insurances), except for the invariant effects of CAA on SB attitude and CSR on SB purchase intention. SB quality mediates the effects of CAA and CSR on SB attitude and purchase intention across groceries and insurances.
Understanding Consumer Preferences For Co-Branded Products: The Role Of Extendibility, Compatibility And Uncertainty Song Lin, Sloan School of Management John Roberts, Australian National University Pam Morrison, University of New South Wales Firms frequently use brand extension and co-branding strategies to enter new product categories. While much has been written on brand-category extensions, the effectiveness of using co-brands to enter a new category has attracted relatively little attention. In this study, the authors model the effect of combining two brand names in a new category on consumer perceptions and preferences. The proposed model provides a mechanism to represent how consumers’ prior attribute beliefs about constituent brands, the extendibility of those brands into the extension category, the compatibility between the constituent brands, and the uncertainty associated with them can jointly determine consumer preferences for the co-branded product. We summarise the results of an empirical study, conducted to test the model. Keywords: brand extension, co-branding, new product
Parent Brand Evaluation After Price-Based Brand Extensions: The Impact Of Brand Concept And Extension Direction Martin Fassnacht, WHU – Otto Beisheim School of Management Katia Rumpf, WHU – Otto Beisheim School of Management Brand extensions have been thoroughly researched with a focus on brand extension evaluation. The work on brand extension feedback effects on the parent brand is much less frequent by comparison. Even fewer studies have looked at the impact of price-based brand extensions on the parent brand. The paper at hand therefore takes a closer look at the variables influencing the effect of price-based brand extensions on the parent brand. Brand concept and extension direction were found to influence the evaluation of the parent brand. Furthermore, a significant interaction effect between brand concept and extension direction was found. Keywords: Brand Extension, Brand Evaluation, Price Management
Hongwei He, Warwick University Konstantinos Petropoulos, University of Warwick Yan Li, Swansea University
Keywords: store brand, corporate associations, CSR, private labels Session
Meet the Editors Room: SP.2.02
Daniel C. Bello, JIBS
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THURSDAY – 16:00-17:40 Session 01.08:
Advertising, Promotion and Marketing Communications: Visual Attention & Gaze Room: SP.s.05 Session chair: Joachim Scholderer, Aarhus University
Visual Attention To Advertising Under The Influence Of Alcohol Joachim Scholderer, Aarhus University Heine Jeppesen, Aarhus University An eye-tracking experiment is reported in which the effects of alcohol intoxication on visual attention were tested. Based on findings from the psychopharmacological literature, it was hypothesised that the salience of visual elements in complex advertisements would be amplified, whereas the processing of conceptual information would be impaired. The results indicate that the visual salience of logos (either brand and corporate) is selectively increased under the influence of alcohol whilst other pictorial elements (representations of products or human models) are unaffected. Processing of textual elements (headlines, text blocks) is impaired. Keywords: Advertising, visual attention, eye-tracking, alcohol
Advertising Contacts During Dinner - A Study On The Impact Of TV Advertising In An Everyday Situation Günter Silberer, University of Göttingen Sascha Steinmann, University of Göttingen Inga Blohm, University of Göttingen Julia Vetter, University of Göttingen Commercials encounter people in everyday situations, such as when a family sits down at the table and a television is on in the background. This article examines the impact of TV advertising in such situations more closely. The hypotheses are based on the expectation that sitting down at the table not only distracts thoughts, but also primes them, which boosts the effectiveness of the advertising. Moreover, it is expected that the beneficial framing of thoughts is especially great if the advertising refers to brands served. These expectations are verified in a corresponding advertising effect experiment and, above all, the framing effects that are beneficial to advertising ascertained. Keywords: TV-advertising, distraction, sensory framing
EMAC - European Marketing Academy
Thursday – 16:00-17:40
‘(n)eyes’ To See You: The Ad-Likeability Impact Of Direct Versus Averted Gaze As An Advertising Cue Dieter Grammens, University College Ghent & Ghent University & Ghent University Patrick Vyncke, University College Ghent & Ghent University & Ghent University Julie Sohier, n.a. Current thinking on advertising processing and consumer behavior emphasizes the importance of „cues‟ or formal elements. In the present study we want to investigate “gazing” as a peripheral cue, which is very important because people are extremely apt at decoding and interpreting those gaze cues and gaze-related information. Evolutionary psychology is used as theoretical framework since it offers important insights concerning unconscious information processing and decision making, in which cues play a distinct role. Based on a large-scale experiment with 20 sets of advertisements and 370 participants, our study proves the importance of direct gaze as an advertising cue. Keywords: cue-management, evolutionary psychology, gazing, advertising effectiveness Session 02.04:
Business-to-Business Marketing & Networks Room: SP.s.07 Session chair: Michael Kleinaltenkamp, Free University Berlin
The Role Of Decision History In Industrial Markets Uta Herbst, University of Tübingen Viola Austen, University of Tübingen Markus Voeth, University Hohenheim Manifest influence has long been analyzed as a fundamental driver of decision-making in industrial buying centers. In this study, our goal is to link the notion of manifest influence to an understudied determinant of this construct: decision history within established buying centers. Based on a large-scale, cross-industrial survey among purchase agents, our findings suggest that – besides the well-studied power bases – past decisions determine manifest influence in organizational settings. Moreover our results imply that two basic forms of decision history (momentum and equity) vary according to buying center characteristics. These findings extend the buying center literature by taking into account the continuous nature of many buying center constellations and lead to helpful implications for marketers. Keywords: buying center, manifest influence, decision history, SEM
Developing And Maintaining Superior Organizational Capabilities: The Role Of Social Capital Jan Kemper, RWTH Technical University Aachen Malte Brettel, RWTH Technical University Aachen Organizational capabilities have attracted significant research attention. Prior work estab-
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lished that superior organizational capabilities lead to competitive advantages for firms. Recently, the research focus shifted to the widely unexplored area of micro-level origins of such capabilities. However, conceptual and especially empirical investigations remain rare. This paper hence investigates the role of social capital as a micro-level origin of marketing and R&D capability. Examining survey data from 280 German firms, results indicate that social capital indeed is a key antecedent. The creation and maintenance of social capital is an important task for a firm’s top management in order to stay competitive.
EMAC - European Marketing Academy
Thursday – 16:00-17:40
Session 03.10:
Consumer Behaviour Room: SP.s.03 Session chair: Radu-Mihai Dimitriu, BI Norwegian School of Management
Keywords: Social capital, resource-based view, organizational capabilities, structural equation modeling
Competitive Brand Differentiation: Choosing Between Being Better And Being Different
Path Dependence Through Relational Rents In B2B-Relationships
Matteo de Angelis, LUISS – Free International University Rome Paul Kraus, ZS Associates Gregory Carpenter, Northwestern University
Raphael Mallach, Free University Berlin Michael Kleinaltenkamp, Free University Berlin This study will address the question whether relational rents in business-to business (b2b) relationships lead to path dependence. Additionally the question will be asked if there are any differences in b2b relationships between China and Germany regarding the issue of path dependence through relational rents. The presumed contribution lies in the combination of the theoretical approaches of path dependence, the relational view and transaction costs economics. The combination of these theories offers a broader view which adds the down side of potential inefficiency to the (transaction) costs reducing and benefits enhancing (e.g. relation-specific governance mechanisms) bright side of relational rents.
Brand differentiation can be realized by creating either a position on a unique, novel attribute or a superior position on an existing attribute. Research on differentiation has shed little light on when one strategy is more effective than the other. We argue that the effectiveness of either strategy depends on the competitive context, including the nature of the differentiating attribute, the associations of the brand seeking to differentiate, and the price adopted. Results suggest that none of this strategy is more effective in all settings. We identify conditions in which each is the more effective means to enhance brand preference. Keywords: differentiation, attribute, ambiguity, association, pricing
Keywords: B2B-Relationships, relational rents, path dependence
Do Size Labels Have A Common Meaning Among Consumers?
Antecedents Of Customer Relationship Termination
Nulifer Aydinoglu, KOC University Aradhna Krishna, University of Michigan Brian Wansink, Cornell University
Jens Geersbro, Copenhagen Business School Thomas Ritter, Copenhagen Business School Most firms have a number of unprofitable customer relationships which drain firms’ resources but are hesitant to terminate such customer relationships. This paper investigates a set of antecedents for customer relationship termination. The empirical results identify topmanagement support, identification, and motivation as important antecedents. Furthermore, the results indicate that relationship recovery, i.e. a turn-around of unprofitable customer relationship into profitable ones, do not hinder relationship termination but correlate positively with termination. As such, firms differ in their activity level concerning unprofitable customer relationships in general which is comprised by termination and recovery strategies. Keywords: unprofitable customer relationships, relationship termination, relationship recovery, antecedents
While the increasing proliferation of size labels -- super-size, value-size, double-gulp -can be traced to differentiation by marketers, it is also laden with legislative implications. This paper examines how so many different size labels can get absorbed into consumers’ daily vocabulary and how they impact consumer size judgments. Building on categorization literature, two studies demonstrate that consumers have a common understanding of size label magnitudes for new and commercially generated size labels as well as the more traditional ones. This emphasizes the influence of language on perception and cognition, and signals the need for further research on how language influences sensory processes within consumer behavior. Keywords: size labels, language, sensory processes
The Influence Of Low-Level Perceptual Cues On Fast Consumer Choices Milica Milosavljevic, California Institute of Technology Christof Koch, California Institute of Technology Antonio Rangel, California Institute of Technology Besides examining slower, rational consumer choices, it is also important to better under-
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stand simple and extremely fast choices that are prevalent in everyday life. Further, it is important to understand how situational factors, such as colors used for packaging or store lighting, influence such rapid and ‘mindless’ consumer behavior. By utilizing eyetracking methodology, we show that simple consumer choices can be made in as little as half-asecond, and that task-irrelevant factors, such as brightness of the choice options, can influence such choices. Also, we show that under cognitive overload, the effect of irrelevant factors on choices is even more pronounced. Keywords: consumer behavior, decision-making, eye-tracking, visual attention, perception
The Dark Side Of Brand Extension Similarity Radu-Mihai Dimitriu, BI Norwegian School of Management Bendik Samuelsen, BI Norwegian School of Management Luk Warlop, Catholic University of Leuven In the current work we show that the similarity between the parent brand and the extension category has a negative effect on brand extension’s perceived performance on specific attributes. Further, we demonstrate that similarity can have a detrimental effect on brand extension’s choice if consumers have the goal of choosing a product that performs well on a specific attribute. We debate that this happens because a high similarity leads to a perception of the brand extension being positioned as an “all-in-one” product, whereas a lower similarity may lead to a perception of the extension being positioned on a specialized attribute. Keywords: brand extension, similarity, attribute performance, choice, positioning Session 03.11:
Consumer Behaviour Room: SP.s.10 Session chair: Ana Gnostidou, Athens University of Economics and Business
EMAC - European Marketing Academy
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Impact Of Age On Attitude Strength: Reconciling An Apparent Contradiction Raphaëlle Lambert-Pandraud, ESCP Europe Gilles Laurent, HEC David Dubois, Northwestern University What is the impact of age on attitude strength? Visser and Krosnick (1998) find an inverted U-shaped impact of age on attitude strength: Compared to mature respondents (40 to 60), older respondents are more likely to change their attitude following counter-argumentation. This contradicts previous results on brand choice, in which the frequency of repeat purchasing the same car brand increases monotonously with age, suggesting a similar increase in attitude strength. We explore this apparent contradiction by three successive studies, contrasting “rooted” attitudes developed over the years (e.g. political attitudes) against “rootless” attitudes developed online about a previously unknown topic. Keywords: older consumers, age, attitude strength, repeat choice
Message Efficacy For One-Sided Versus Two-Sided Messages: The Moderating Role Of Attitude Ambivalence Nico Heuvinck, University College Ghent & Ghent University & University College Ghent & Ghent University & Ghent University Iris Vermeir, University College Ghent & Ghent University & University College Ghent & Ghent University & Ghent University Maggie Geuens, University College Ghent & Ghent University & University College Ghent & Ghent University & Ghent University To help explain the inconsistent research results concerning the effectiveness of one-sided and two-sided messages, we introduce ambivalence as a potential moderating factor. Results indicate that providing two-sided information only yields greater attitude certainty, attitude and intentions in case of low ambivalence. Furthermore, two- versus one-sided information influences attitudes and intentions negatively, regardless of ambivalence level. Results and implications are discussed.
The Differential Perseverance Of Invalidated Affect On Brand Attitude
Keywords: message sidedness, attitude ambivalence, attitude certainty, attitudes, purchase intention
Brent Coker, University of Melbourne
Attitude-Based Versus Attribute-Based Consumer Decision-Making: The Effects Of Information Diagnosticity And Accessibility, And Processing Opportunity And Motivation
RAWN D H T I W
Through the grapevine, consumers often hear distorted or untrue information about brands. Negative information may lower brand attitudes, and positive information may raise brand attitudes. If a consumer learns that previously encoded information about a brand is untrue, one would expect they should be able to re-evaluate the brand as if the untrue information were never encountered. This effect occurs because consumers are more averse to negative encoding than positive encoding, which leads to an incomplete attitude adjustment in a positive to negative direction, but not in a negative to positive direction. Thus, positive rumors are more likely to persevere after invalidation than negative rumors. Two experiments produce evidence in support of this prediction. Keywords: rumours, brands, mental contamination
Zoi Anagnostidou, Athens University of Economics and Business Flora Kokkinaki, Athens University of Economics and Business, The mode of processing in memory-based choices (attitude- vs. attribute-based) is an important aspect of consumer decision-making. Based on the Accessibility-Diagnosticity framework (Feldman & Lynch, 1988) and the MODE model (Motivation and Opportunity as Determinants) (Fazio, 1986), it was hypothesized that the variables utilized by the two models interact to determine this mode. The results of the present research support these interactive effects and indicate that attribute information is employed when it is diagnostic
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or accessible and processing opportunity/motivation is high. However, our findings show that consumers may utilize relatively inaccessible attributes if they have the opportunity/ motivation to process extensively. Keywords: information processing, attitudes, decision-making Session 04.05:
Innovation and New Product Development Room: SP.s.08 Session chair: Katrin Talke, Technical University Delft
The Role And Formation Of Anticipations Of Success For A New Standard Emmanuelle Le Nagard, ESSEC Business School In the case of technological standards i.e, when a main product requires the presence of complementary, compatible products in order to function, consumers have to deal with indirect network externalities. The consequence is that the attractiveness of such a new standard for consumers is dependent on anticipations of success for this standard. This paper uses an experimental approach to demonstrate that consumers’ anticipations of success actually have an influence on the intention to purchase and perceived atttractiveness of a new standard (here the e-book). It then discusses the role of brand reputation and experts’ opinions on the formation of these anticipations of success. Keywords: network externalities, anticipations, new product launching
Launch Performance For Network Effects Products: The Role Of Product Advantage And Customer Resistance Susana Winter, Lappenranta University of Technology Many economists fear that network effects can lead to market situations where a lowquality product pre-empts the entry of superior alternatives just because it succeeds in creating a large user base. In this paper, we apply a precise measure for two types of network effects and investigate how network effects moderate the influence product advantage and customer resistance have on new product performance. Examining survey data on 281 new product launches, we find that market lock-in to inferior products, in fact, does not happen: product advantage matters despite of network effects. Implications to marketing practitioners are discussed. Keywords: commercialization, innovativeness, performance
Innovation Resistance - Integrating Negative Outcomes In Innovation Decision Modeling Sven Heidenreich, European Business School Katrin Talke, Technical University Delft
EMAC - European Marketing Academy
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Empirical studies show that new products are usually associated with failure rates of up to 90%. New products are rejected by consumers due to their resistance to innovation. So far, a thorough investigation of innovation resistance is still missing in the adoption literature. The aim of this research is to explore which adoption barriers trigger innovation resistance. In a qualitative study, we identify potential adoption barriers and conceptually link them to innovation resistance. Then, we use a quantitative survey to determine the relative influence of these adoption barriers on negative decisions in the adoption process. This provides the basis for developing strategies to reduce the most critical adoption barriers. Keywords: resistance to innovation, barriers to adoption, innovation-decision model
The Extended Decomposed Theory Of Planned Behaviour. A Framework For Investigating The Adoption Process Of Electric Cars Ingrid Moons, University of Antwerp Patrick De Pelsmacker, University of Antwerp Cees De Bont, Delft University Achiel Standaert, Artesis Hogeschool The purpose of this paper is to develop a conceptual framework of the factors that impact the decision to adopt an electric vehicle. The Decomposed Theory of Planned Behaviour, a framework to investigate new product adoption that integrates the Theory of Planned Behaviour, the Technology Acceptance Model and the Innovation Diffusion Theory is extended with insights about the unconscious character of many unsustainable behaviour patterns, such as the emotional product experience and habits. The validity of the extended model was explored in an exploratory study, the results of which are reported, and an agenda for further research is proposed. Keywords: Sustainable consumer behaviour, Decomposed Theory of Planned Behaviour, Habits, Emotional experience; Electric vehicle Session 05.04:
International and Cross-Cultural Marketing Room: SP.s.12 Session chair: Pascale Quester, University of Adelaide
The Influence Of Resources And Capabilities In Exporting: A Theoretical Model Emilio Ruzo, University of Santiago de Compostela Antonio Navarro, University of Sevilla Francisco Acedo, University of Sevilla Fernando Losada, University of Santiago de Compostela The purpose of this paper is to propose a model to conceptualize the role that the export commitment, considered as a multidimensional construct, plays in the inter-relationships
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between export resources (scale, experiential, structural and informational) and export capabilities (specifics, export market orientation and adaptation of marketing strategy) on manager’s perception of positional advantages in foreign markets, based on the use of the Dynamic Capabilities View. With this approach, this paper makes an attempt to use a theoretical framework to better understand the influence of resources and capabilities in two key elements in exporting: commitment and positional advantages. Keywords: Dynamic Capabilities View, export commitment, perceived positional advantages, adaptation of marketing strategy, export market orientation, capabilities and resources
Market Orientation And Entrepreneurial Orientation As Drivers Of Product Innovation Success: A Study Of Exporting Firms Nathaniel Boso, Loughborough University John W. Cadogan, Loughborough University Vicky M. Story, University of Nottingham
EMAC - European Marketing Academy
An Integrated Model Of Key Success Drivers In Service Exports Vinh Lu, University of Adelaide Pascale Quester, University of Adelaide Service exports play an increasingly crucial role in the prosperity of global and national economies. Very limited attention has been given to the performance of service exporters. Based on the resource-based view of the firm and the eclectic paradigm, this study investigates the performance of 254 Australian service exporters. We found that the export performance of service firms is directly determined by their export experience, their management commitment, and the favourable policies imposed by the host government. In addition, we also found the indirect role of resource commitment, competitive intensity, and technological turbulence as significant drivers of international success of service providers. The study contributes to the theoretical development of international services marketing and export marketing literature, and provides important implications to business practitioners. Keywords: service, export performance, competition, government, commitment, experience, resource
Offering successful innovative products is a key ingredient for success in export markets. However, export marketing research has not verified the organizational antecedents and financial performance outcomes of successful export product innovations. This study examines the antecedents and consequences of export product innovation success. Results show that export market orientation and export entrepreneurial orientation have significant positive effects on export product innovation success. Export product innovation success has significant positive effect on export financial performance. The export innovation product success – export financial performance linkage becomes stronger and more positive when export market dynamism increases. We discuss theoretical and managerial implications.
Session 12.06:
Keywords: Export entrepreneurial orientation, export market orientation, export product innovation success
Benjamin Julien Hartmann, Jönköping University Mart Ots, Jönköping University
Dynamic Capabilities In International Markets: Impact On Export Profit And Effectiveness Performance Ana Lisboa, Leiria Polytechnic Institute Carmen Lages, University of Lisboa Dionysis Skarmeas, Leeds University Luis Lages, Nova University Dynamic capabilities are critical to firms because they contribute to short term success of the firm without hindering its future. This is especially important in the context of international businesses where dynamism and complexity demand simultaneously swift and continuous responses. This study investigates the impact of dynamic capabilities on exporting firm’s performance. The contribution of this study is twofold: It examines the role of both product development and market-related exploitative and explorative capabilities and their subsequent influence on distinct dimensions of performance. The findings suggest only market-related exploitative capabilities and product development explorative capabilities impact positively performance Keywords: Dynamic capabilities, Exporting, Market orientation
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New Technologies and E-Marketing Room: SP.s.03 Session chair: Benjamin Julien Hartmann, Jönköping University
What The Heck Is A Mash-Up? Consumer Generated Media, Value Creation And Resource Integration.
This paper aims to elucidate the phenomenon of online Mash-Up as one type of consumer generated media (CGM). This phenomenon provides a suitable context for theorizing on the changing nature of production and consumption and an emerging resource-based view on consumption. Based on netnographic inquiries we contribute a first systematic assessment and categorization of the phenomenon for further study of CGM and value creation in media spheres. We propose three types of Mash-Up and introduce the notion of Mash-In to clarify the difference between combinatorial and compositional logics. The paper concludes with a discussion and future research agenda. Keywords: Internet, Prosumption, Value-Creation
Adoption Of Social Networking Sites By Dutch Users Efthymios Constantinides, Twente University Carlota Lorenzo Romero, University of Castilla-La Mancha Maria Del Carmen Alarcon Del Amo, University of Castilla-La Mancha Miguel Ángel Gómez Borja, University of Castilla-La Mancha Social Networking sites (SNS) are second generation web applications allowing individuals
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to create online profiles, built up and retain relationships with peers, share information, collaborate on content generation and participate in social interaction. SNS support existing social or business networks and allow the formation of new connections between users. In this study we have developed a Technology Acceptance Model in order to analyze the factors that influence the level of acceptance and use of SNS in The Netherlands. Our research indicates that perceived ease of use of SNS favors perceived usefulness of these websites. Both variables have a positive and direct influence on the intention to use the SNS, and an indirect effect through the attitude towards the website. Moreover the study has shown that intention to use SNS has a direct and positive effect on the level of use of SNS. Keywords: Technology Acceptance Model (TAM), Social Networking Sites, Web 2.0, Structural Equation Modeling
Attitudes Towards Advertising On Facebook And The Implications For Continuation Intentions Niels Kornum, Copenhagen Business School Lars Bech Christensen, Copenhagen Business School This paper is concerned with the role of attitudes towards advertising on Facebook, and the relationship between advertising intrusiveness and users’ continuation intentions. A quantitative study was carried out among a sample of students that were experienced users of social media, including Facebook. The study identifies strong relationships between negative attitudes towards advertising on Facebook and users’ intentions to defect. At the same time, strong and positive social network externalities are found to counteract the negative impact from increased advertising exposure. Differences between genders, as well as the impact of age, are being identified.
EMAC - European Marketing Academy
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Session 13.02:
Pricing and Financial Issues in Marketing Room: SP.s.03 Session chair: Stefan Roth, University of Kaiserslautern
Antecedents And Consequences Of Strategic Price Management In New Zealand Service Industries Kostis Indounas, Athens University of Economics and Business Stefan Roth, University of Kaiserslautern The purpose of the present study is to measure the extent to which selected contextual vari-ables have an impact on the adoption of strategic pricing. We also determine the effect of the adoption of strategic pricing on the process that industrial service providers use for price set-ting as well as the consequences for company performance and pricing competence. This pa-per represents the first attempt to examine the aforementioned topics in an industrial service context. Data were collected from 120 industrial service providers in four different sectors in New Zealand. Regarding the antecedents of strategic pricing, market orientation boosts its adoption. In addition, we find a direct effect of market orientation on company performance and pricing competence. With reference to the effect on the importance of pricing objectives, methods and policies we find that companies with high strategic pricing orientation place higher importance on these issues of price management. Keywords: Pricing, price management, service industry
Keywords: Social media, social networks, online marketing, advertising, online communities
The Moderating Role Of Organizational Development Stages On Technology-Based SMEs’ Strategic Pricing Of New Products And Services
Explaining Consumer Intentions To Adopt Online Consumer Reviews
Jonas Kaiser, RWTH Technical University Aachen Timo Moeller, RWTH Technical University Aachen Malte Brettel, RWTH Technical University Aachen
Marcel Van Birgelen, Radboud University Nijmegen Roderik Robben, Radboud University Nijmegen Jörg Henseler, University of Cologne This paper extends and tests the ‘information adoption model’ for online opinion seekers. Information usefulness of an online consumer review positively influences information adoption. Argument quality, with its dimensions relevance and format, and source credibility, consisting of reputation and trustworthiness, increases information usefulness. Completeness does not. Three website-related moderating constructs were identified and tested as well. Perceived ease-of-use positively moderates the argument quality and source credibility-information usefulness relationships, whereas visual attractiveness shows a negative moderating effect. Perceived volume positively moderates only the argument quality-information usefulness relationship. In addition, a non-hypothesized direct effect of perceived volume on information usefulness was found. Keywords: Internet, Online Consumer Reviews, Information Adoption, Information Usefulness
The purpose of this study is to empirically investigate the moderating role of organizational development stages in the relationship between strategic pricing decisions and their performance effects. The study distinguishes between ventures in early development stages (start-up, commercialization, and growth) and ventures in late development stages (stability, and maturity). To test the hypotheses the authors use data from 379 SMEs in a partial least square (PLS) analysis and a cluster analysis. The results reveal the most promising pricing configurations per stage with regard to firm performance. Surprisingly, best performers in early stages show below-average performance orientation and below-average price discrimination, while these characteristics are less evident in late stages. Keywords: Strategic pricing decisions, pricing strategies, new products and services, technologybased SMEs, new ventures, partial least squares (PLS) analysis, cluster analysis
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EMAC - European Marketing Academy
Exploring Quantity Surcharges For Uncertain Consumption
Session 18.04:
Krishanu Rakshit, Indian Institute of Management Bangalore Srinivas Prakhya, Indian Institute of Management Bangalore
Services Marketing
RAW WITHD
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Most sellers adopt product differentiation as an effective strategy to serve different groups of consumers. Pack size is often used effectively to serve consumers who differ on their consumption levels. Choice of packs can be driven by levels of consumption, as well as the transaction and holding costs associated with the choice of a given pack size. In this study, we analyze the impact of consumption uncertainty on the choice of packs-and the seller’s optimal strategy of pricing such packs across two consumer groups with varying preferences; in the presence of holding costs, the optimal packs for two groups separate. The results indicate that a pooled strategy is optimal for small difference in uncertainties, whereas, packs are separated for greater differences. Further, quantity surcharges are possible in cases of wider differences in preference parameters along with higher differences in uncertainties across groups. Key Words: Pack Size; Horizontal Differentiation; Quantity Surcharges; Consumption Uncertainty
Increasing Profits By Combining Different Price Discrimination Measures: The Joint Impact Of Price Negotiations And Price Bundling Stefan Roth, University of Kaiserslautern Thomas Robbert, University of Kaiserslautern Herbert Woratschek, University of Bayreuth Bastian Popp, University of Bayreuth A good deal of the literature on bundling considers the seller’s decision whether to sell products separately or in a bundle. That decision heavily depends upon the marginal costs and the distribution of reservation values. However, all existing models consider the pricing mechanism to be given exogenously. The seller simply announces prices and consumers only decide whether to buy or not to buy. However, prices are often the outcome of negotiations. In this paper, we model the seller’s choice of a pricing mechanism (fixed prices versus price negotiations) in addition to the bundling decision. We analyze the conditions under which the seller is better off from negotiating prices compared to selling at fixed prices, particularly when reservation values are correlated. Keywords: Bargaining, services, bundling, pricing
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Room: SP.s.14 Session chair: Michael Paul, Bauhaus-University Weimar
The Influence Of Culture And National Identity Upon Service Quality Evaluation Brian Imrie, University of Malaya Brendan Gray, University of Otago This paper examines the influence of the Taiwan socio-cultural environment on service quality evaluation. Bourdieu’s (1986) structuralist perspective of culture is utilised as the analytical framework. It is argued that given the public and co-producer role of consumers (Vargo & Lusch, 2004) in service production that this approach is preferable to the national values-oriented studies (e.g., Hofstede, 1984) that have dominated research in the area. It is found that national identity plays an important role in entrenching Confucianism as the guiding philosophical base for this case. In this context, social networks perform a key role in preference formation and dissemination. Key Words: China, Culture, Identity, Relationships, Service Quality, Taiwan
The Organisational Culture Antecedents Of Service Delivery Kemefasu Ifie, Loughborough University Chanaka Jayawardhena, Loughborough University John Cadogan, Loughborough University Researchers have suggested the need for more research into organisational culture antecedents of service quality. We answer the call for research into this important area by testing a multi-layer model of service culture and performance, assessing culture at the management and the employee levels. Various routes of culture diffusion from management to employee groups are also investigated. The key findings are that shared service norms are the key impact point of culture transmission from management to employees as well as the key determinant of service delivery behaviours. Managerial implications for managing service employees are also discussed. Keywords: Service Culture; Service Quality; Diffusion; Values; Norms; Performance
The Effect Of Culture On Internal Marketing And The Moderating Effect Of Employee Resistance To The Internal Marketing - Employee Satisfaction Relationship Achilles Boukis, Athens University of Economics and Business Spiros Gounaris, Athens University of Economics and Business This article focuses on the impact of Internal Marketing (IM) on employee satisfaction in a
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retail banking services context and explores the moderating effect of employee’s resistance to change on the above relationship. Furthermore, this study focuses on the role of corporate culture in influencing the implementation of IM in the banking sector. A theoretical framework has been developed and empirically tested using data collected from 183 front line employees in 15 bank branches of a major Greek bank. Results indicate that culture has a significant effect on IM and resistance moderates the hypothesized relationship. Keywords: Internal Marketing, Corporate Culture, Resistance to change, employee satisfaction
Competitive Psychological Climate, Work-Life Conflict, Role Conflict And Their Impact On Customer Orientation Among Call Center Employees Sunil Sahadev, Sheffield University Sudarshan Shehenna, Alliance Business Academy Keyur Purani, Indian Institute of Management The purpose of this paper is to consider the impact of a competitive psychological climate on the levels of role conflict and work-life conflict in call center employees and their further impact on customer orientation. The conceptual model is developed through a review of literature and is then validated in the context of call center employees in India. A total of 281 responses were considered. The model is validated using a multi-group analysis in order to consider a possible influence of gender. The model is found to have a very good fit and four of the five hypothesized relationships are found to be significant. The study thus establishes the impact of a competitive psychological climate on the role conflict and work life conflict in the case of service employees. Key words: competitive psychological climate, work life conflict, role conflict, customer orientation, call centers, India Session 14.08:
Product and Brand Management Room: SP.s.16 Session chair: Marc Fetscherin, Rollins College
Performance Implications Of Consumers’ Emotional And Cognitive Relationship With Brands: A Differentiated View On Brand Relationship Quality Bettina Nyffenegger, University of Bern Lucia Malaer, University of Bern Harley Krohmer, University of Bern Consumers’ long-term relationships with a brand are crucial drivers of a brand’s sustainable competitive advantage. Taking a differentiated view on brand relationship quality
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(BRQ), the authors examine the brand performance implications of its emotional and cognitive component on word-of-mouth, willingness to pay a price premium, and consideration set size, which in turn increase the customer’s share of wallet and the revenue per customer. Based on a sample of real customers, the empirical study shows that emotional BRQ is a stronger predictor of the loyalty behavior and finally turnover of existing customers, while cognitive BRQ more strongly influences customers’ positive word-of-mouth, and thereby increases the attraction of new customers. Keywords: Consumer – Brand Relationship, Brand Relationship Quality, Brand Performance
Creating Brand-Affection Capital Through Innovative Communication Strategies: The Case Of Michel & Augustin In France Silvia Cacho-Elizondo, IPADE Business School This research explores how a brand builds its brand-affection capital. The methodology applies website and blog analysis, in-depth interviews, print media articles and informal focus groups to analyze the case of a French food brand, Michel & Augustin. This brand has garnered tremendous brand-affection capital by using humorous advertising campaigns and promoting sustainable development values among its internal and external customers. Digital and guerrilla marketing tactics have played leading roles in the brand-affection creation process reinforcing loyalty despite a premium positioning. Michel & Augustin´s branding could inspire other brands to develop their brand-affection capital by applying innovative communication tools. Key words: Branding Strategies, Consumer-Brand Relationships, Innovation, Brand Image
Predecessor And Effects Of Brand Love: Applying Parasocial Love Theory To Consumer Brand Relationships Marc Fetscherin, Rollins College T.C. Melewar, Zurich University of Applied Sciences The emotional relationship between consumers and brands has emerged as a new branding discipline. Few empirical studies exist that assess brand love and all are based on the theory of interpersonal love. The authors argue that the consumer brand relationship is similar to a parasocial love relationship. Two models are compared: one where brand love is based on the theory of interpersonal love and an alternative model which is based on the theory of parasocial love. By means of a survey with 225 respondents, the findings suggest that parasocial love is the more suitable theory to explain the concept of brand love. Furthermore, evidence is found that brand loyalty precedes brand love. Keywords: Brand love, brand loyalty, consumer-brand relationship, parasocial relationship, purchase behavior, word-of-mouth
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EMAC - European Marketing Academy
Friday – 09:00-10:15
FRIDAY - 09:00-10:15 Session 01.09:
Advertising, Promotion and Marketing Communication: Women and Gender Research Room: SP.s.05 Session chair: Sylvie Borau, Toulouse I University of Social Sciences
Competitive Papers
FRIDAY 4 June
Investigating The Relationship Between Gender Stereotyping In Advertising And Gender-Related Values In Society Martin Eisend, European University Viadrina Combining meta-analytic data from studies dealing gender roles in advertising with data on gender development as provided by the United Nations, this study investigates the relationship between gender stereotyping in advertising and gender-related values in society. The findings of a correlation analysis and a simultaneous equation model show that gender stereotyping in advertising depends on gender-related developments and value changes in society rather than the other way around. These results provide for the first time empirical support for the mirror argument over the mold argument in the long-standing debate about advertising’s consequences for society. The findings further provide implications for researchers, public policy makers, and marketing practitioners. Keywords: gender roles, advertising, meta-analysis
Women’s Resistance To Idealized Images Of Feminine Beauty In Advertising Sylvie Borau, Toulouse I University of Social Sciences Marie-Catherine Mars, EDHEC Business School This research assesses adult women’s reactions to visual stimuli in advertising presenting images of feminine beauty. This study also considers the role of individual free will: are consumers using advertising or is it advertising that uses consumers? The exploratory approach relies on 22 phenomenological life stories and projective bubbles and 12 individual depth interviews. Results show that some women resist to idealized images of feminine beauty staged in advertising visuals and actually develop neutral or negative reactions to these adverts – the models being too remote for the identification process to take place. Key words: Visual Advertising, Beauty, Ideal Resistance, Identification, Phenomenology, Structural Semiotic
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The Message Framing Of Health Communications: How To Elicit Higher Intention To Get An Annual Pap Test? Laurie Balbo, Grenoble II University Pierre Mendès Marie-Laure Gavard-Perret, Grenoble II University Pierre Mendès In an online experiment, women (N=209) were randomly exposed to a pamphlet promoting Pap test. The pamphlet was either gain- or loss-framed and emphasized either the prevention or detection function of the Pap. We hypothesized that the fit between framing and function (i.e. gain-prevention and loss-detection) will result in higher intention to follow the recommendation. Moreover, we predicted that under the non-fit condition (i.e. gaindetection and loss-prevention); people higher in perceived vulnerability will have higher intention to follow the recommendation. Analyses revealed that our hypotheses were partially supported. Keywords: Marketing of health, health communication, message framing Session 17.01:
Sales Management and Personal Selling: Classical Issues into New Directions Room: SP.s.07 Session chair: Deva Rangarajan, Vlerick Leuven Ghent Management School
What Can Sales Managers Learn From Coaches Of Professional Sport Teams? Gabriele Troilo, Bocconi University Paolo Guenzi, Bocconi University Sales organizations are increasing their use of sales teams, but team selling is an underresearched area. In this perspective, the role of sales teams’ leaders deserves special attention. Sales teams have many characteristics in common with sport teams. Hence, sales managers often look to sport for inspirational examples and useful models of teamwork. Based on interviews with 31 coaches of professional sport teams, we developed a conceptual model providing sales managers with some useful lessons on how to positively influence team performance by increasing team members’ motivation. Keywords: Teams, leadership, coaching, motivation
An Individual Level Decomposition Of Salesperson Performance Using A Three Component Model Andre Bielecki, Christian-Albrechts-University of Kiel Soenke Albers, Christian-Albrechts-University of Kiel Benchmarking salespersons is an important task with Data Envelopment Analysis (DEA) being the preferred technique. Surprisingly, in sales management DEA has only few appli-
EMAC - European Marketing Academy
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cations. The problem is that DEA determines production functions in which the efficiency of the individual salesperson should solely result from input factor combination. Thus, input factors must be fully influenceable for the salespersons what is not observed in previous applications. We derive three input factors which are fully influenceable for each individual salesperson and which describe salesperson performance as a combination of input factors. A pharmaceutical sales force application demonstrates the potential gains. Keywords: Sales Management, Salesperson Performance, Performance Decomposition
Taking Marketing-Sales Interface Research In A New Direction Wim Biemans, University of Groningen Avinash Malshe, University of St. Thomas Maja Makovec Bren č i č , University of Ljubljana Extant research on the sales-marketing interface provides a strong foundation for expanding this literature in multiple areas. This paper provides an overview of how this literature has evolved, identifies issues that have been largely ignored, and proposes a research agenda. Specifically, we suggest that scholars study marketing-sales interface dynamics in B2B and service organizations. We also call for research into investigating the role of dispersed marketing functions in firms, the influence of national culture, and the role of the marketing-sales interface in knowledge management and organizational learning. We believe that these new directions will further our understanding of this interface. Key words: Marketing-sales interface, configuration, B2B firms, service, organizational learning, research agenda Session 19.05:
Social Responsibility, Ethics and Consumer Protection Room: SP.s.10 Session chair: Cristel Russel, University of Auckland
Can Warnings Reduce The Persuasiveness Of Products Placed In TV Series? Cristel Russell, University of Auckland Dale Russell, University of California at Berkeley This research investigates whether warning viewers about the presence of embedded products in the content of television programming affects their attitudes toward the placed products. Two experiments provide evidence that forewarnings can indeed reduce the persuasiveness of products and brands placed within it. Qualifying this effect, the first experiment demonstrated that the forewarning only impacted viewers who are not highly connected to the program. In addition, the second experiment documented that only a warning that specifically points out the intent to persuade effectively reduced the persuasiveness of subtle visual placements. Keywords: Product placement, persuasion, warning, public policy, consumer protection
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In Chorus Or In Discord: CSR Information Transformation On The Internet Willemijn Van Dolen, University of Amsterdam Hsin-Hsuan Meg Lee, University of Amsterdam Ans Kolk, University of Amsterdam Based on social constructionist theory, we investigated the influence of message characteristics of corporate press releases and issue association on consumers’ blog posts. Furthermore, we examined the moderating effect of individual (i.e. involvement) and company-specific (i.e. reputation) factors. The results suggest that the message characteristic ‘emotive cues’ has a significant positive influence on consumers’ sentiments in blog posts. The characteristic ‘quantification’ has only an impact for highly involved consumers and ‘topic type’ for highly involved consumers and companies with a good reputation. Issue association has a negative influence on sentiments, and this is strengthened by the company’s reputation. Key words: CSR Communication, Press Releases, Consumer Evaluation, blog
The Broken Promise: Quality Product Management To Product Safety Concerns Deborah Andrus, Calgary University After decades of research about improving new product success and quality, high profile product recalls are haunting manufacturers. Consumers have been put in harm’s way as companies struggle with the complexities of global product development and increased competitiveness. This paper provides an analysis of Canadian product recalls over a five year period to determine product categories recalled most, underlying causes and seriousness. An analysis of product recall systems in Canada, the European Commission and the United States provides insight and suggestions for reducing product recalls. These include the development of closer, more cooperative relationships between governments, manufacturers and industry groups. Keywords: product recall systems, supply chain, design implications Session 08.03:
Marketing Research and Research Methodology: Modelling Room: SP.s.08 Session chair: Franziska Völckner , University of Cologne
Segment Retention And Collinearity In Mixture Regression Analysis Jan-Michael Becker, University of Cologne Marko Sarstedt, University of Munich Christian M. Ringle, University of Hamburg Franziska Völckner, University of Cologne
EMAC - European Marketing Academy
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Mixture regression models have become a crucial methodological approach to uncovering unobserved heterogeneity in regression-based marketing models. A fundamental challenge with their application relates to the identification of the appropriate number of segments to retain from the data. Past research provides several simulation studies which compare different segment retention criteria’s performance in detecting an appropriate number of segments. However, the effects of collinear variables on the criteria’s performance have not been evaluated thus far. Addressing this deficiency, this study analyzes the performance of several segment retention criteria in mixture regression models with increased levels of collinearity. Keywords: Segment Retention, Mixture Regression, Collinearity
Use Of Functional Data Analysis In Marketing Research Cristian Preda, Lille I University of Science and Technology Valentina Stan, ESSCA Business School Functional data have received in the last years a large interest for research. Even if such data can be a valuable tool for marketers, it is not common to the marketing community. The aim of this paper is to point out the interest for analysis with functional data in the context of principal component analysis and linear discriminant analysis. We illustrate these approaches via an example of sensorial data from Paris Research Centre of Danone Vitapole. Keywords: forecasting, Functional data, Principal component analysis, PLS regression, Linear discriminant analysis
Does A Consumer’s Previous Purchase Predict Other Consumers’ Choices? A Bayesian Probit Model With Spatial Correlation In Preference And Response Ohjin Kwon, University of Southern California Jorge Silva-Risso, University of Southern California, Riverside S. Siddarth, University of Southern California We demonstrate how information about previous purchases made by consumers can be harnessed to predict the preferences of other consumers. We propose a spatial autoregressive multinomial probit model in which the degree to which two different consumer’s preferences and marketing mix responsiveness are correlated based upon their relative proximity to each other according to a contiguity metric which accounts for similarity between consumer’s previous purchases. The proposed model outperforms the commonly used random coefficient probit model as well as extant spatial models, uncovers new insights in competitive structure and yields more accurate predictions of consumer demand in other markets. Keywords: Choice modeling, Spatial modeling, Bayesian estimation, State dependence, Demand prediction, Price elasticity, Automobile industry
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Session 20.05:
Tourism Marketing Room: SP.s.12 Session chair: Brigitte Stangl, Vienna University of Business and Management
City Brand Personality: An Application To Barcelona And Sevilla Alejandro Gómez Aguilar, Autonomous University Madrid María Jesús Yagüe Guillén, Autonomous University Madrid Cities, nowadays, attempt to present themselves as different, or distinct, from the rest and for this reason their brand personality may be considered a viable figure for understanding the perceptions of their visitors. This piece of research analyzes, specifically, what the dimensions of the city brand personality are and considers whether this personality may be considered as a second-order model. The results demonstrate the existence of five dimensions of personality for cities: excitement; sophistication; sincerity; passion and friendliness. Finally, it is shown that the brand personality applied to the context of cities is effectively a second-order construct.
EMAC - European Marketing Academy
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ences. Consequently, most of the investigations of tourist satisfaction from destinations simply assess the impact of individual attributes on overall tourist satisfaction. However, current experiential marketing research votes for the notion overall satisfaction is a broader concept, implying a holistic impression. This paper can be considered as a first attempt to empirically test the notion that the ultimate assessment of a destination experience could be represented as a cumulative sum of individual experiences. Results show that overall satisfaction is a broader concept than the cumulative sum of individual experiences. Keywords: Overall Customer Satisfaction, Destination Experience, single- and multi-item measurement Session 12.07:
New Technologies and E-Marketing Room: SP.2.05 Session chair: Martin K. J. Waiguny, Alpen-Adria-University of Klagenfurt
Keywords: City Brand personality; City marketing; Structural Equations Model; Secondorder models; Reflective and formative indicators
In-Game Advertising Drives Brand Recall And Liking For Motorsport Game Among Heavy Users
Are Possibilities Of The Internet Tapped To The Full Potential? A Systematic Inventory Of 3d Applications In The Tourism Industry
Martin K. J. Waiguny, Alpen-Adria-University of Klagenfurt Ralf Terlutter, Alpen-Adria-University of Klagenfurt Matthias A. F. Wiegele, Alpen-Adria-University of Klagenfurt Michelle R. Nelson, University of Illinois at Urbana-Champaign
Karin Teichmann, University of Innsbruck Brigitte Stangl, Vienna University of Economics and Business The Internet allows for the presentation of services and products in various creative ways. The present study investigates if the tourism industry taps the possibilities of the Internet to its full potential. By applying a content analysis, the websites of hotels, as well as museums of 20 different European cities are examined. Results show that differences exist between cities, which account for the most overnight stays, and cities which account for the smallest number of overnight stays in Europe. Furthermore, differences between hotel and museum websites are revealed concerning the use of 3D applications. The paper provides managerial implications.
Media spending for in-game advertising is estimated to become a one billion dollar industry by 2014. Yet, little is known about the effectiveness of this branded entertainment strategy. In a survey of 506 game players, we show that heavy players of Forza Motorsport 2 were significantly more likely to recall and like the racing-related brands placed within the game compared to non- or light-Forza players. Further, those who played more recently were more likely to recall brands than those who played six months prior. Finally, game liking positively impacted brand attitudes and purchase intentions. Implications for marketing strategy are discussed. Keywords: In-game advertising, advertising effectiveness, branded entertainment
Keywords: hospitality industry, museum, 3D website-applications
Aristotle Was Right: The Whole Is More Than The Sum Of Its Parts! Investigating Overall Satisfaction Versus The Cumulative Sum Of Individual Satisfactions From A Tourism Destination Experience Georgia Zouni, University of Piraeus Markos Tsogas, University of Piraeus Athanassios Kouremenos, University of Piraeus The majority of tourism experience researchers argue that the ultimate assessment of a destination experience could be represented as a cumulative sum of individual experi-
Exploring The Adoption Of Interactive Digital Television Services As A Retail Shopping Platform Leonidas Anastasakis, Loughborough University Fiona Ellis-Chadwick, The Open University Business School The aim of this research is to consider the possible effect of an emerging technology platform on the uptake of online shopping: interactive (digital) Television (iTV), which enables viewers to select a variety of viewing options, publicity materials, games, entertainment and more recently shopping. An augmented version of the original TAM is applied to this study. Two new constructs are considered namely access and awareness together with
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perceived ease of use, perceived usefulness, perceived enjoyment and security. The results show that indeed the augmented TAM can be used as a predictive model for the adoption of iTV as an online shopping platform. It is concluded that access, perceived ease of use, perceived enjoyment and perceived usefulness are significant factors to determine the consumers’ behavioural intentions towards the use of digital TV as a new shopping platform. However, awareness and security are considered to be insignificant with no effect on consumers’ behavioural intentions towards the new shopping medium. Keywords: TAM model, Remote Shopping, Interactive Television
Dimensions, Antecedents And Consequences Of Consumers’ Perceptions Of Online Newspapers’ Interactivity Thijs Broekhuizen, University of Groningen Arvid O.I. Hoffmann, Maastricht University This paper investigates the dimensionality and relevance of the concept of interactivity for online newspapers. A study of 314 readers of an online newspaper highlights the antecedents and consequences of online interactivity. Online interactivity is a four-dimensional construct (two-way communication, user control, synchronicity, and multimedia fulfillment) that positively influences readers‟ flow experiences and quality of information processing, which in turn influence their preference for the online newspaper. Readers‟ skills of using online newspapers positively influence the level of experienced interactivity, whereas readers‟ need for cognition has no influence. This study additionally provides evidence that the positive consequences of interactivity are moderated by individual differences in need for cognition and online skills.
EMAC - European Marketing Academy
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plan of action that takes these factors into account, including the three agents involved (physicians, pharmacists, and consumers), with the objective of reducing perceived risk of and increasing consumer trust in generic drugs. Keywords: Generic drugs, purchase intention, prescribers
Predicting Decisions To Donate And Generosity In Real-Life: The Added Value Of Including Measures Of Empathy Griet Verhaert, University College Ghent & Ghent University & Ghent University Dirk Van Den Poel, University College Ghent & Ghent University & Ghent University Past behavior and socio-demographics form traditional predictor sets of charitable giving. We examine in real-life how this can be improved upon by including measures of empathy (i.e., empathic concern and personal distress). Findings reveal that both dimensions positively affect the donation decision. In addition, we show that empathy negatively affects the donor’s generosity towards one charity. However, for individuals high on empathic concern, only looking at generosity towards one charity could be misleading because they are more likely to donate to different charities. This has implications for their overall generosity. Therefore, a clear distinction between both personality traits is necessary. Keywords: charitable giving, field study, personality traits, empathy, fundraising
On The Impact Of Framing Determinants On Social Marketing Effectiveness: What Do We Really Know?
Keywords: Interactivity, Consumer Preferences, Loyalty, Website Features
Julia Thaler, University of Mannheim Bernd Helmig, University of Mannheim
Session 07.05:
From a marketing perspective, the framing determinants of social marketing campaigns represent a fruitful and undiscovered field of research. At the same time, they are of great practical relevance for social marketers as framing contributes to an increased effectiveness of social marketing campaigns. Accordingly, this paper aims to rigorously elaborate a systemization of general relevant findings on the effectiveness of social marketing in a tentative holistic conceptual model with a main focus on framing determinants. Research propositions to enhance scientific progress in the field are deduced from the fragmented and contradictory findings on framing determinants in the context of social marketing.
Marketing of Public and Non-Profit Organisations: Predicting Behaviour Room: SP.s.03 Session chair: Bernd Helmig, University of Mannheim
Intention To Purchase Generic Drugs: A Causal Model Mónica Gómez-Suárez, Autonomous University Madrid Mercedes Rozano, Autonomous University Madrid This research sets out to study the causal relationships influencing consumer purchase of generic drugs, including the multiple dimensions of risk, the external and internal variables related to experience, and purchase intentions. Our data derives from a survey of 560 individuals. The results based on structural equation modeling indicate that the consumer’s global perception of risk and personal experience are factors directly influencing the selection of generic drugs. Market developers of generic drugs should coordinate a
Keywords: Social marketing campaign, effectiveness, framing
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Session 14.09:
Product and Brand Management Room: SP.s.16 Session chair: Thorsten Wiesel, University of Gronningen
Brand Equity And Financial Analysts: Implications For Marketing And Investor Relations Thorsten Wiesel, University of Gronningen Roman Kraeussl, VU University Amsterdam Rajendra K. Srivastava, Singapore Management University Marketing’s influence in firms is declining, and to regain its position, marketing should take a more prominent role in demonstrating how its specific knowledge can assist other areas. This article empirically investigates the association between information pertaining to firms’ intangible assets and financial analysts’ forecasts and recommendations. The results show that financial analysts exhibit more disagreement in their earnings forecasts and are negatively biased in their evaluation of firms’ current performance if those firms’ brand equity is higher. In contrast, these analysts are positively biased toward future performance when the firms enjoy higher brand equity. These findings have important implications for both theory and practice at the marketing–finance interface. Keywords: Marketing Metrics, Financial Community, Investor Relations, Brand Equity, Marketing Strategy
The Impact Of Customer-Based Brand Equity On Customer Acquisition And Customer Retention Florian Stahl, University of Zurich Mark Heitmann, Christian-Albrechts-University at Kiel Donald R. Lehmann, Columbia Business School The topic of marketing accountability is of great interest to marketing researchers and professionals. In this paper, we model the impact of customer-based brand equity on customer acquisition and customer retention which can be used as the basis for calculating customer equity. Using actual purchase data of 39 automobile brands sold in the US between 1999 and 2008 we derive customer acquisition and customer retention from first-order Markov brand-switching matrices. Brand equity is defined by customer mind-set measures for all 39 brands using annual survey data provided by Young & Rubicam which contains responses from over 6,000 panel members. We consider competition by applying a market share attraction model and differentiating different degrees of loyalty. Our results indicate that customer-based brand equity is a predictor of both customer acquisition and customer retention. Furthermore, we can show that brand specific effects on acquisitions and retention can be explained by customer mind set metrics. Keywords: Brand Equity, Customer Equity, Customer Acquisition, Customer Retention
EMAC - European Marketing Academy
Friday – 09:00-10:15
Dynamics Of B2B Brand Equity: The Role Of Interdependencies In Buyer-Seller Relationships Galina Biedenbach, Umeå School of Business Maria Bengtsson, Umeå School of Business Joakim Wincent, Umeå School of Business The main purpose of this study is to investigate the effects of buyer-seller interdependencies on the formation of brand equity in the B2B context. The study demonstrates that a higher level of dependency, experienced by the multi-services buyers compared to the uniservice buyers, affects overall brand equity developed towards the seller. By considering the hierarchy of effects between the brand equity dimensions, the study shows that the factors capturing the interdependencies have a significant impact on brand loyalty of the multiservice buyers. The study contributes to branding research by evaluating the impact of buyer-seller dependency on B2B brand equity. Keywords: Brand Equity, Business-to-Business, Organizational Buying Behavior, Buyer- Seller Relationships
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FRIDAY - 10:45-12:25 Session 01.10:
Advertising, Promotion and Marketing Communications: Effectiveness and Creativity Room: SP.s.05 Session chair: Leonidas Hatzithomas, Aristotle University of Thessaloniki
The Effectiveness Of Radio Advertising: A Structural Equation Modelling Approach Lars Gronholdt, Copenhagen Business School This paper provides a model of the effects of radio advertising and present empirical evidence of the model. The model links buying intention to ad investment and ad attitude, which is in turn linked to ad content, ad emotions and ad attention. The model is specified as a structural equation model, and PLS is used to estimate and test the model. The paper presents results from 441 radio advertising campaigns, and the analysis indicates strong support for the proposed model. The results clearly indicate that ad content is more influential on purchase intention than ad investment, and emotions (positive as well as negative) are mediating the advertising processing. The findings and implications are discussed. Keywords: Radio advertising, Effect, Ad content, Ad investment, Attitude toward the ad, Emotions, Structural equation model
The Effect Of Cause-Related Marketing On Customer Attitudes: Evidence From A Field Study In The Retail Sector Denise Steckstor, German Graduate School of Management & Law (GGS) Tomás Bayón, German Graduate School of Management & Law (GGS) Cause-related marketing (CM) needs to demonstrate its performance relevance like all other marketing activities. Existing research on CM effectiveness is limited with regards to external validity and transferability into practice. We contribute to the literature by researching the relationships between key CM determinants and a broad set of customer attitudes, and validating our model on a large-scale field-data basis from the retail sector, attaining high external validity. We conducted a pre-test-post-test quasiexperimental, between subjects design with control group in order to measure the effect of CM on customer attitudes. Our results show that CM positively affects customers’ attitudes toward a brand and their price perceptions. Our managerial implications suggest CM as an effective strategy especially for highly competitive markets. Keywords: cause-related marketing, customer attitudes, price perceptions, marketing communications, retailing
EMAC - European Marketing Academy
Friday – 10:45-12:25
Creative Or Effective Advertising? Comparing The Effects Of Brand Building And Sales Driven Advertising On Brand Equity Erik Modig, Stockholm School of Economics Jonas Colliander, Stockholm School of Economics Susanna Erlandsson, Stockholm School of Economics It has become an accepted reasoning that brand building advertising will have an indirect or long term impact on sales. However, little or no attentions has been attached to the understanding on how sales driven advertising do affect brand building effects such as brand equity. We have compared how creative (brand building) versus effective (sales driven) advertising affect perceptions of the brand. We find that high creativity increases brand equity in term of brand attitudes, interest and brand WOM intentions. In contrast, compared to a control group effective advertising reduced consumer perceptions of the brand on the dependent variables. Keywords: Advertising, Creativity, Effectiveness, Brand Equity, Marketing Communication
Postmodern Advertising: A Longitudinal Study Of Super Bowl Commercials Leonidas Hatzithomas, Aristotle University of Thessaloniki Evaggelia Outra, Aristotle University of Thessaloniki Yorgos Zotos, Aristotle University of Thessaloniki The present study examines the impact of postmodernism on advertising content, through a longitudinal analysis of 1.516 Super Bowl commercials that shown during the last 40 years (1969-2009). Moreover, for the Super Bowl commercials screened during the last decade (2000), the attitude towards the ad was measured, using USA Today Ad Meter scores as a dependent variable. The findings reveal that the use of “postmodern advertising devices” (such as surreal visuals, symbolic associations and humorous juxtapositions) has been increased during the last four decades. On the contrary, “modern advertising approaches” (such as realistic visuals, the use of experts and high levels of information content) have been reduced. Besides, it seems that “postmodern advertising approaches” lead to significantly more positive attitudes toward the ad, during the last decade. Keywords: Postmodernism, Super Bowl Commercials, Attitude toward the Ad
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Session 17.02:
Sales Management and Personal Selling: New Perspectives on Personal Selling/Sales Management Room: SP.s.07 Session chair: Hartmut H. Holzmüller, Technical University Dortmund
Investigating The Antecedents Of Customer Trust In The Salesperson Paolo Guenzi, Bocconi University Rosann Spiro, Indiana University Starting from a review of literature on relationship selling, we developed a model of drivers of customer trust in the salesperson. The model was then tested on a sample of 147 customers of one company in a B2B setting. Results suggest that salesperson competence and creative selling positively affect customer trust, whereas selling orientation has a negative impact on it. Adaptive selling has no significant influence on customer trust. Finally, we discuss the contribution of our study to extant knowledge, the implications for researchers and managers, and the limitations of our research. Keywords: Trust, Adaptive selling, Creative selling, Selling orientation, Empirical study
The Six Senses Gastronomic Experience Lionel Bobot, Advancia-Negocia
RAWN
The Art and Gastronomy implements the connection of senses and delights in the most complete and highest standard manner for an extraordinary experience. The purpose of this paper is to examine the effects of gastronomy usage by salespeople on several sales performance outcomes. A survey was completed by more than 400 buyer-seller dyads. Structural equation modeling (SEM) analyses were conducted. A salesperson’s good sense of gastronomy has a positive impact on the clients’ perceptions of service quality, trust, satisfaction, purchase intentions, and word-of-mouth propensity.Although only customer perceptions were used, the paper suggests many ways to use the results as a spring board by sales researchers to accrue research efforts in understanding the truly rich role of gastronomy.
WITHD
Keywords: Gastronomy, Selling methods, Customer satisfaction
Taking Sides – When Frontline Employees Choose Their Customers Over Their Company Debra Hanning, Technical University Dortmund Hartmut H. Holzmüller, Technical University Dortmund This research project aims to develop a better understand of frontline employee decision processes during role conflict situations. In particular, we look at situations in which frontline employees give precedence to the customers’ expectations over those of their com-
EMAC - European Marketing Academy
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pany. We also want to understand how customers may react when they perceive that the employee is doing more for them than is likely to be sanctioned by the company. This article presents initial results of two qualitative studies on a topic that has received little research attention so far. Keywords: Role conflict, frontline employees, interpersonal bonds, taking side of customer
Exploring The Role Of Salesperson Resilience Sebastian Pyka, Technical University Chemnitz Steffen Jahn, Technical University Chemnitz Cornelia Zanger, Technical University Chemnitz Previous research has shown that job-based frustration and emotional exhaustion can have an adverse effect on the effectiveness of sales teams. At the same time, psychological research indicates that the negative consequences of stress and frustration can be offset by people having the ability to deal with aversive life circumstances. The authors introduce this ability, known as resilience, to the sales context. They develop a framework that links different sales situations to stress and frustrations and, consequently, to the relevance of salesperson resilience for selling success. An empirical study among 401 sales managers provides support for the contention that in situations of prior failure to close a deal, salesperson resilience may become a success factor. Keywords: resilience, personal selling, salesperson performance, frustration, stress, selling success Session 03.12:
Consumer Behaviour Room: SP.s.01 Session chair: Sandra Laporte, HEC Paris
How It Feels To Pay Less Than Others Katja Gelbrich, Technical University Ilmenau We explain the emotions that occur when consumers learn that they had paid less than others for a product or service. Drawing on the appraisal theories, it is shown in an experiment that the occurrence of emotions in such advantaged price inequality situations depends on focus of concern (ego-focus, goodwill, ill-will) and attribution of agency (situational, external, internal). Ego-focus fosters happiness (situational attribution), happiness plus gratitude (external attribution), or happiness plus pride (internal attribution). Additional emotions occur in goodwill and ill-will situations: goodwill fosters pity (situational attribution), pity plus outrage (external attribution), or pity plus guilt (internal attribution), whereas ill-will fosters malicious joy. Contrary to expectations, ill-will also increases happiness and pride. We conclude with theoretical and practical implications. Keywords: emotions, ego-focused emotions, other-focused emotions, advantaged price inequality, price unfairness
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EMAC - European Marketing Academy
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Sex, Certainty And Financial Risk
Session 19.06:
Bram Van Den Bergh, Rotterdam School of Management Kobe Millet, KU Leuven Vladas Griskevicius, University of Minnesota
Social Responsibility, Ethics and Consumer Protection
We show that exposure to sexual cues leads to an increase in the desire for sure monetary rewards, so that seeking risky alternatives is decreased. After exposure to pictures of swimsuit models (study 1), a scantily dressed female experimenter (study 2), or after touching a bra (study 3), men maximize the likelihood, rather than the size of a monetary reward. We demonstrate that individuals with a sensitive reward system are more susceptible to the effect of sex cues and that the preference for sure monetary rewards generalizes to interpersonal contexts. Keywords: probabilistic choice, affect, reward processing, sex
Consumer Entry Decision In Promotional Lotteries: Do The Odds Of Winning Matter? Sandra Laporte, HEC Paris Gilles Laurent, HEC Paris This paper shows that people are NOT always more likely to enter a lottery offering more prizes, due to magnitude insensitivity and decision-making without likelihood judgment. In Study 1, the magnitude insensitivity of probability estimation for moderate variations of the number of prizes disappears when this number is made more evaluable thanks to the display of a corresponding number of pictures; meanwhile, participation intention stays unchanged. Study 2 shows that the estimated probability to win is only sensitive to large variations in the number of prizes and that it reflects in participation intention only when respondents are probability prompted. Key words: Sweepstakes, Magnitude Insensitivity, Evaluability, Decision Without Likelihood Judgment
Waiting Until The Dust Settles: The Effect Of The Economic Crisis On Consumers Saving Focus Jaione Yabar, Tilburg University Rik Pieters, Tilburg University Diederik A. Stapel, Tilburg University When an economy goes into crisis, consumers, independent of whether or not they are hurt by the crisis, focus on stopping to spend and saving money (Study 1). We show that when people feel uncertain they base their spending decisions on reducing the uncertainty state and hence save, and do not take into account the potential harms or benefits of the uncertain outcomes for their financial situation (Study 2). Additionally, we propose a strategy to reduce this saving focus of consumer, namely priming the anticipated regret of missing out (Study 3). Keywords: Economic crisis, uncertainty, saving decision making, anticipated regret
Room: SP.s.10 Session chair: Mark Heitmann, Christian-Albrechts-University at Kiel
Having Corporate Ability Or Corporate Social Responsibility Positioning: Building Strong Brands In Brand Crisis Ioannis Assiouras, Athens University of Economics and Business Ozge Ozgen, Dokuz Eylul University Natali Saker-Soultani, Athens University of Economics and Business This paper seeks to examine which type of brand associations (Corporate Ability or Corporate Social Responsibility) should be used in positioning brands in order to insulate them in time of brand crisis. The main goal of this study is to explore the differences in i) brand evaluation levels, ii) repurchase intention levels and iii) perception of crisis severity of respondents according to different corporate brand positioning in corporate ability crisis situation and in corporate social responsibility crisis situation. The results indicate that there is a significant interaction effect of brand positioning types and crisis types on brand evaluation and repurchase intentions, while the perceived severity of crisis has a significant main effect from brand positioning types. Key Words: Corporate Ability Positioning, Corporate Social Responsibility, Brand Crisis
The Importance Of Corporate Social Responsibility In The Brand Image – The “Delta Cafés” Case Study Paula Rodrigues, Lusíada University of Porto Elizabeth Real, Lusíada University of Porto The purpose of this paper is to investigate the relationship of the consumer perceptions about the branding of organizations that invest in social responsibility and the consumer behaviour regarding loyalty and willingness in paying a premium price. The methodology used is structural equations. These are applied in order to verify and quantify the relationships between consumer behaviour with corporate social responsibility practices and branding. The authors use a structured survey in a sample of the consumers. Data is estimated through the proposed structural equations model. The tested hypotheses were supported through empirical research. Keywords: Social Responsibility, Brand Image
Brand Personality As A Mediator Of The Relationship Between Corporate Social Performance And Sales Nima Mehrafshan, Christian-Albrechts-University at Kiel Alexander Permann, Christian-Albrechts-University at Kiel Mark Heitmann, Christian-Albrechts-University at Kiel We analyze the impact of actual corporate social performance (CSP) on corporate suc-
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cess as measured by corporate revenues. We combine three data sets on activities related to CSP, customer brand perceptions and corporate performance covering 261 companies over a period of eleven years. While we observe no impact of positive CSP, negative CSP diminishes success. Furthermore, this relationship is fully explained by customer brand perceptions. Specifically, poor external performance, e.g., environmental or community concerns diminish brand perceptions in the domains of virtuosity, high end and performance. Virtuosity in turn mediates the link between CSP and corporate success. The results have implications for managing CSP and its impact on sales.
brand utility on choice consistency and argue that higher brand utility reduces the need for consumers to review previously formed preferences. We combine a brand utility experiment with a brand feature experiment to estimate the effects of brand utility scores on expected utility and choice consistency. We find that brand utility increases mean valuations and choice consistency, both of which can lead to increases in market share.
Keywords: Corporate Social Performance (CSP), Corporate Social Responsibility (CSR), Brand Personality, Brand Equity, Marketing Performance
An Examination Of Design Effects In Conjoint Analysis By Means Of Eye-Tracking
The Crucial Role Of Sincerity In An Effective Corporate Apology: An Overlooked Dimension John Knight, Otago University Brianne Mathieson, Otago University Hongzhi Gao, Victoria University of Wellington Corporate apologies are commonplace in contemporary society. Yet, little is known about the relationship between perceived sincerity and the success of a corporate apology. A between-subjects experiment examines the determinants and consequences of perceived sincerity in a corporate apology following a transgression. Findings of this research indicate that perceived sincerity is explained by apology strategies, attribution domains and a prior favourable opinion of the brand. Perceived sincerity of the organisational apology affects assessments of reputation and trust in the brand, and also future purchase intention. Perceived sincerity is identified as the principle determinant of consumer responses following a corporate apology. Keywords: Sincerity, Corporate Apology, Reputation Management, Attribution Theory
Keywords: Brand equity, Scale heterogeneity
Victoria Tagieva, University of Hohenheim Uta Herbst, University of Tübingen Markus Voeth, University of Hohenheim A modest amount of research has examined the impact of different conjoint questionnaires on estimated utilities and possible biases in conjoint results. Whereas these works certainly render valuable insights, their approach has to be taken with certain caveats: Conclusions are drawn based on differences in the result due to variation in the survey designs, and not on the underlying information processes that occur while respondents fill out a conjoint survey. The purpose of this paper is to analyze the information acquisition and processing during the completion of conjoint questionnaires and to determine design effects that lead to certain patterns of information processes. Thus this paper applies the eye-tracking technique in two online based conjoint surveys. Limitations and future research directions are also discussed. Keywords: Eye-tracking, conjoint analysis, design effect
Session 08.04:
Estimating Reservation Prices Of Whole Products For Single Individuals: An Enhanced Exploded Logit Model For Limit Conjoint Analysis
Marketing Research and Research Methodology: Conjoint Analysis
Markus Karger, Ruhr University Bochum Mario Rese, Ruhr University Bochum Wolf Strotmann, Ruhr University Bochum
Room: SP.s.08 Session chair: Markus Voeth, University of Hohenheim
If I Like You Once, Will I Like You Again? Brand Carryover Effects On Mean And Variance In Related Discrete Choice Experiments Christine Ebling, University of Technology Jordan Louviere, University of Technology Sydney Towhidul Islam, University of Guelph Prior research on brand equity suggests that brands serve as credible market signals that can be used by consumers to reduce uncertainty. In this paper we review the impact of
In response to main problems of the Limit Conjoint Analysis (LCA), we develop a new kind of Conjoint Analysis which uses an exploded logit approach to calculate part worth utilities as well as a minimum utility required so that a respondent has a disposition to buy a product. Our method allows more attributes or attribute levels than the traditional LCA and the estimation of interaction effects. Furthermore, it is consistent with random utility theory and does not require assumptions about utility distances between two adjacent ranks. An empirical study shows a higher predictive validity than the traditional LCA. Keywords: conjoint analysis, reservation price, discrete choice, exploded logit
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Warming Up For Preference Measurement On Innovative Products Christoph Bühren, University of Jena Roland Helm, University of Jena Reinhold Pabst, University of Jena
AWN ITHDR W We propose two new alternative ways to familiarize subjects with innovative i.e. unknown attributes in order to assure stable preference statements. These warm-up phases differ in the way information about a product category is gathered – independently vs. under lab conditions. A qualifying examination tests the appropriateness of study participants for the final preference measurement task. Both approaches are well suitable for preparing subjects with slight advantages for the independent search version. Further useful tools for evaluating warm-up phases for preference measurement on innovations are provided.
EMAC - European Marketing Academy
Friday – 10:45-12:25
Rural tourism enjoys features that differentiate it from other specialist tourism, with an increasing value in the market. It is interesting to know the elements of tourists experience during their stay in rural tourism. To achieve this, a scale of perceived value of the overall experience of tourists during their stay in rural tourism is validated, which include beneficial–sacrificial and functional-emotional components, considering the pre-visit stage and the visit itself, the physical and ICT interaction, along with characteristics appropriate to this tourism specialty. These findings make a new contribution to both literature and to the professional sector. Keywords: Rural tourism, perceived value, experience, scale, validation, reliability
Keywords: preference measurement, innovative products, warm-up method
The Impact Of Values, Willingness To Carry Economic Sacrifices, And Environmental Concern On Ecological Sustainable Vacation Choices
Session 20.06:
Therese Hedlund, Umeå University
Tourism Marketing
Perceived Value Towards The World Heritage And The Moderating Effect Of Destination Familiarity
The present study aims at examine the impact of values, willingness to carry economic sacrifices to protect the environment, and environmental concern on tourists’ recalled choice of ecological sustainable tourism alternatives. The data was collected in a webbased survey and analyzed by using structural equation modeling. The result shows that universalism and achievement are related to the willingness to carry economic sacrifices in the hypothesized directions. Significant positive relationships were found between willingness to carry economic sacrifices and environmental concern, as well as between environmental concern and recalled choice of ecological sustainable tourism alternatives.
Jirawat Anuwichanont, Suan Dusit Rajabhat University Panisa Mechinda, Rajamangala University of Technology
Keywords: Values, Environmental Concern, Vacation Choices
Room: SP.s.12 Session chair: Therese Hedlund, Umeå University
Despite the widespread recognition that perceived value is a major precursor of tourists’ satisfaction, few researchers have addressed it in terms of the multidimensional measure. Thus, this study was aimed to explore the relative effects of multidimensional value on tourists’ satisfaction towards Ayutthaya world heritage. The results of structural equation modeling (SEM) substantiate the importance of value dimensions, including quality, emotional response, monetary price and reputation, as the determinants of tourists’ satisfaction, except behavioral price. Moreover, the link between tourists’ satisfaction and destination loyalty was significantly supported while the moderating effect of destination familiarity on this relationship was not apparent. Keywords: perceived value, tourists’ satisfaction, destination loyalty, destination familiarity, structural equation modeling
The Measurement Of The Rural Tourist Overall Experience Through Perceived Value Dolores Mª Frías Jamilena, Granada University Ana Polo, Granada University Miguel Ángel Rodríguez, Granada University
Developing A Scale For The Measurement Of Customer Value From A Destination Experience Markos Tsogas, University of Piraeus Georgia Zouni, University of Piraeus Athanasios, Kouremenos, University of Piraeus Until recently, customer value researchers have neglected cultural differences and industry-specific characteristics (Graf & Maas, 2008). However, tourism experience is already recognised to be better understood if analysed through the multidimensionality of customer value as a tourist experiences at a destination several factors: affective and cognitive, social and personal, active and reactive (Lee, Yoon, & Lee, 2007). The aim of this paper is to be one of the first trials to investigate the usefulness of the concept of customer value for tourism destination experience measurement, both conceptually and empirically. By means of a theory-grounded procedure, a scale of measurement of the perceived overall value of a destination experience is developed. Keywords: Customer Value, Destination Experience, Scale Development, Tourism
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Session 12.08:
New Technologies and E-Marketing Room: SP.2.05 Session chair: Tina Harrison, University of Edinburgh
EMAC - European Marketing Academy
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The fit between normative and predictive expectation is calculated. A mean ranking indicates task differences and contradicts previous studies that show that expectation levels for Internet users do not differ. Exploratory factor analysis identifies evaluative dimensions according to task and indicates differences and similarities in the grouping of attributes. The findings provide support for a richer and applied approach to website quality. Keywords: Online Banking, Task Technology Fit, Expectations, Website Quality
The Impact Of Initial Affective States On Users’ Online Search Behavior With Search Engine: Attention And Emotions Orus Carlos, Zaragoza University Raquel Gurrea-Sarasa, Zaragoza University Online search for information is an increasingly important phenomenon in online consumer behavior. However, there is a lack of studies that analyze the consumer’s search behavior through the use of search engines. An eye-tracking experiment was carried out to study whether the users’ initial affective state, the type of search task and the time pressure affect the attention patterns in the process of search. In addition, the emotions during the search were measured to explore how users felt during the search activity. The results emphasized the relevance of all these factors because they notably affected the online search experience in cognitive and affective terms. Keywords: online search behavior, visual attention, emotions, eye-tracking
From Innovation To Utility: A Study Of Small Firms’ Use Of The Internet In Sweden Vladimir Vanyushyn, Umea University This paper examines the patterns of changes between 2002 and 2008 in how smaller firms use the Internet for marketing and sales and in the make-up of factors that explain such use. The empirical section relies on a two-wave survey of 124 Swedish firms in 2002 and 2008. While the proportion of firms that have fully implemented the online features somewhat increased overall, many firms stopped using these features. In 2002, the decision to invest in the more advanced features of online channel could be likened to the adoption of a radical innovation and was driven by firm’s innovativeness and its willingness to give up the old and embrace the new. In 2008, the degree of implementation of a particular online channel feature was closely linked to the conventional cost-benefit analysis. Keywords: Online channel, marketing, innovation, exploration, exploitation, two-wave
Expectation Fit Across Two Online Task Scenarios Kathryn Waite, Heriot-Watt-University Edinburgh Tina Harrison, University of Edinburgh This paper compares consumer expectations of web site functionality for information search and transaction tasks. The context of the study is online banking. An online questionnaire distributed through e-mail invitation achieved a sample of 469 Internet users.
Session 11.01:
Modeling and Forecasting Room: SP.s.03 Session chair: Florian Stahl, University of Zurich
Customer Lifetime Value Estimation In A Multi-Product Environment Christian Wieser, University of Zurich Florian Stahl, University of Zurich Models about customer lifetime value (CLV) explicitly or implicitly assume a “one-firm oneproduct” environment. We show empirically what problems occur when CLV models are used within a multi-product company. In 99.9% of the cases the summation of the product specific CLVs do not equal the directly estimated CLVs on product portfolio level. When CLVs are used to differentiate between customers, top customers on an aggregated portfolio level differ in more than 20% if estimation approaches are changed. The use of CLVs on product basis only, leads further to a systematic neglect of 30% of a firm’s true best customers. Keywords: Customer lifetime value (CLV), BG/NDB model, probability models, multi-product company
Asymmetric Network Effects In Two-Sided Markets: Measuring The Value Of The Customer Base Tim Kraemer, Johann Wolfgang Goethe-University Oliver Hinz, Johann Wolfgang Goethe-University Bernd Skiera, Johann Wolfgang Goethe-University In two-sided markets a company brings together two distinct customer populations, such as job seekers and employers on a job search platform. In these markets, assigning investments to customer populations and quantifying the impact of business actions on the customer base is complex. We show that measuring the value of the customer base may provide a remedy. Thereby, we develop a model for Customer Equity and growth processes in two-sided markets, and apply our model to an e-ecommerce platform. Our results show significant asymmetric network effects influencing the platform’s Customer Equity, and highlight distinct Customer Lifetime Values for sellers and buyers. Keywords: Two-sided Markets, Network Effects, Customer Equity, Customer Lifetime Value, Growth Model
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PLS Path Modeling And Customer Satisfaction: A Model Building Strategy To Maximize Predictive Quality Valentina Stan, ESSCA Business School Emmanuel Jakobowicz, Addinsoft Inc. Gilles Laurent, HEC Paris PLS path modeling is becoming important in marketing research and practice. Within the framework of this approach, we investigate how to build a structural model to maximize its predictive quality, rather than to confirm a theory. We propose a new approach within the PLS-PM framework to answer that question. We illustrate our approach using a customer satisfaction survey. We compare the results of our method with the results of three other approaches. Keywords: Customer satisfaction, loyalty, structural model, PLS path modelling
Applying Survival Analysis On Customer Churn Management Rui Menezes, ISCTE-IUL Lisbon University Institute Sofia Portela, ISCTE-IUL Lisbon University Institute For the last decade, Portuguese customers of fixed telecommunications have easily switched the provider, which has been very damaging for the business performance. This study aims to develop a survival analysis model of the residential customer churn in this industry in Portugal, which can support managers on customer portfolio management. Our results show that the majority of variables that influence customer churn are related to the customer spending with the firm. We also found that the probability of a customer to defect is neither constant over time nor across customers. Lastly, it seems that satisfaction does not influence customer churn. Keywords: Survival analysis, customer churn, customer retention, customer management Session 09.03:
Marketing Strategy and Leadership Room: SP.s.14 Session chair: Simon Bell, University of Melbourne
Beyond Market Orientation: The Contribution Of Marketing Subunits To Firm Performance Omar Merlo, Cambridge University Seigyoung Auh, Thunderbird School of Global Management Simon Bell, University of Melbourne Over the last few years marketing has gained prominence as an orientation within the firm, rather than as a distinct organizational subunit. This trend has raised a number of questions regarding the performance outcomes of having a strong marketing subunit. The current study addresses this question by drawing on power theory. It investigates the link
EMAC - European Marketing Academy
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between the presence of a powerful marketing subunit and business performance. It also assesses whether a powerful marketing department explains any additional variance in financial performance above and beyond that explained by a market orientation. The findings indicate that a powerful marketing subunit has a positive effect on performance above and beyond the adoption of a market orientation, and that this effect is stronger in competitive markets, turbulent markets, and markets displaying strong potential. The paper discusses the managerial and theoretical implications of the findings. Keywords: marketing function, business performance, market orientation, environmental influences
Examining The Relationship Between Customer Satisfaction Earnings And Firm Value Don O’Sullivan, Melbourne University John Mccallig, University College Dublin The aim of this research is to explore the relationship between customer satisfaction, earnings and firm value. A valuation model borrowed from the accounting literature – the Ohlson Model, is used to consider the impact of customer satisfaction on firm value, as measured by Tobin’s q. Results show that customer satisfaction has a positive impact on firm valuation which is incremental to current earnings. Customer satisfaction moderates the earnings – firm value relationship. Findings extend recent studies by showing that the interaction between satisfaction and earnings is central to understanding the impact of satisfaction on firm value. Keywords: customer satisfaction, earnings, firm value
Satisfaction, Recommendation And Market Share: New Insights Form The European Automotive Industry Henning Kreis, Free University Berlin Till Dannewald, 2hm & Associates As word-of-mouth is regarded to being particular reliable and trustworthy, customers often use this source of information and behave accordingly. Thus it is important to understand the circumstances under which people are likely to recommend and how this translates into firm performance. Our study therefore focuses on the consecutive process of satisfaction, recommendation and market share. We contribute to the literature by deriving insights regarding the proposed relationships as well as their functional forms from longitudinal data on durable goods. Valuable managerial implications are gained from differentiating between premium and volume automobiles. Keywords: Satisfaction, Recommendation, Word-of-mouth, Market Share
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The Impact Of Corporate Reputation: Linking Publication Of Reputation Rankings And Share Prices Anne Eckert, Humboldt University Berlin Sven Tischer, Humboldt University Berlin Lutz Hildebrandt, Humboldt University Berlin In concentrated industries with distinctive competition differentiation becomes more and more important. One of the most valuable assets in this context is the reputation of a company. It is believed to cause a multitude of favourable impacts within different groups of stakeholders like customers, suppliers, employees and investors. According to the last group a frequently analysed and discussed field of research is the relation between corporate reputation and financial performance. To contribute to this topic the study focuses on analysing the possible influence of publishing reputation rankings on share prices. Keywords: Corporate Reputation, Financial Performance, Event Study Methodology Session 14.10:
Product and Brand Management Room: SP.s.16 Session chair: Oliver Koll, University of Innsbruck
EMAC - European Marketing Academy
Friday – 10:45-12:25
into the brand knowledge-brand response link. Applying an intra-brand focus, the authors link two well established (familiarity, favorability) and two new brand knowledge facets (match, consensus) to key brand strength indicators. In addition to causal analysis, comparative method allows testing the effect of combinations of knowledge facets on brand response. Results of a large scale empirical study with 1,645 consumers in six European countries indicate the value of the two new brand knowledge facets. Keywords: brand knowledge, brand response, comparative method
Brand’s Excitement: Why It Is Important For Modern Consumers And How We Can Create It Natalia Maehle, Norwegian Institute of Food, Fisheries and Aquaculture Research (Nofima) Nowadays consumers expect from brands not only high quality and effective performance. What they want most is exciting consumption experiences that stimulate both their cognitions and feelings. Brand’s excitement becomes extremely relevant for consumer’s brand choice. Nevertheless, the nature of brand’s excitement is largely unexplored. In the current paper I identify the reasons why brand’s excitement is so important for consumers and suggest a number of sources which can be used for creating brand’s excitement. The results provide brand managers with the general guidelines for the choice of strategies when they need to add excitement to their brands. Keywords: branding, excitement, personality
Branding And Product Differentiation By Scent Patrick Hehn, University of Göttingen Guenter Silberer, University of Göttingen This paper examines possibilities and limitations of olfactory branding in the case of nonolfactive brands. Six criteria that a branding element should satisfy (e.g. likeability, meaningfulness) are discussed on the basis of theoretical insights into scent effects. Thereafter the results of a comprehensive study on the scent effects on non-olfactive brands as regards brand associations, brand attitude, and imagery dimensions of the brand images are presented. Except attitudes, scents were not found to have a significant influence on brand perception. However, scent did tend to lead to more novel and unique brand images. Since odours are generally perceived in scent categories, it is questionable whether scent enriched brands have a distinctive meaningfulness. Their potential lies more in affective brand influencing. Keywords: branding, scent, brand perception, imagery, attitude
How Facets Of Unaided Brand Knowledge Affect Consumer Response Oliver Koll, University of Innsbruck Sylvia Von Wallpach, University of Innsbruck What consumers know about a brand influences their response to brand activities and hence brand strength. This article extends existing research to provide deeper insights
Brand Anthropomorphism: Its Dimensions And Measurement Gianluigi Guido, University of Salento Lecce Alessandro M. Peluso, LUISS University Rome Alessandro Martino, University of Salento Lecce The present research conceptualizes brand anthropomorphism as a bidimensional construct describing the individual’s tendency to ascribe human physical characteristics to branded products. The first dimension is external to the consumer and regards his/her tendency to personify branded products based on the ability of such products to activate a human schema in his/her mind. The second dimension is internal and pertains to the personal relationship the consumer builds with the brand. Based on this framework, the research develops a scale that captures these two complementary aspects of the construct. Results from an empirical study carried out on more than 900 subjects confirm the validity of the hypothesized measurement model with theoretical and managerial implications. Keywords: Anthropomorphism, Brand perception, Brand personality, Brand image, Branding
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FRIDAY - 14:00-15:40 Session 01.11:
Advertising, Promotion and Marketing Communications: Affective Processes Room: SP.s.05 Session chair: Joseph Lajos, HEC Group
Mood Matching: The Importance Of Fit Between Moods Elicited By Media Content And Advertisements Joseph Lajos, HEC Group Nailya Ordabayeva, INSEAD Amitava Chattopadhyay , INSEAD We examine the effects of moods elicited by broadcast and print media content on people’s responses to embedded advertisements that elicit positive or negative moods. Previous research suggests that people respond more favorably to ads when they are in a happy mood than when they are in a sad mood. However, drawing on role fulfillment evaluation theory applied to moods, we hypothesize that people will have more favorable attitudes toward advertisements that elicit a mood that matches (vs. mismatches) the mood elicited by the media content in which they are embedded. We find support for our hypothesis in three experiments. Keywords: advertising, marketing communication, mood, role fulfillment evaluation theory
A Functional Magnetic Resonance Imaging Study On The Primacy Of Emotional Cues In Brand Judgment Julia Stefanides, University of St. Gallen Jan R. Landwehr, University of St. Gallen Andreas Herrmann, University of St. Gallen Bernd Weber, University of Bonn Understanding the interplay of a brand’s emotional value and cognitive attribute information in forming preferences is critical in developing adequate advertising for successful brand positioning. Functional magnetic resonance imaging (fMRI) was used to examine the relative influence of emotions on an overall brand judgment. Subjects evaluated a brand which was either high or low in emotional content and possessed either positive or negative attribute information. Both behavioral and neural measures indicate that high emotion (versus low emotion or unfamiliar) brands decrease attribute-related thinking, thereby producing a favorable judgment irrespective of the attribute information valence. Theoretical and practical implications are offered. Keywords: advertising, fMRI, emotion, cognition, brand management
EMAC - European Marketing Academy
Friday – 14:00-15:40
Seeing The Scent Of Garden - Package Design As A Channel To Multisensory Experience Sanna Heinio, Helsinki School of Economics The purpose of this paper is to explore the use of visual signs on consumer product packages as indices of tactual and olfactory sensations. In the first part of the paper, the relevance of sensory experiences in the current consumer society and the role of visual communication in the field of packaging are discussed. In the second part of the paper, a focus group study on five different gardening soil packages is described. The results of the study illustrate how a package functions as a reference to sensory pleasure. Finally, the package design elements are analysed as signs and indices of multisensory brand experience. Keywords: communication, sensory experience, design, consumer product, package, focus group, semiotics, synaesthesia
Hedonic Or Utilitarian Premiums?: The Role Of Product-Premium Fit Mariola Palazon, University of Murcia Elena Delgado-Ballester, University of Murcia Although premium promotions are frequently used to stimulate consumers’ behavior, little academic research has been devoted to this issue. This research contributes to current literature by analyzing whether the hedonic or utilitarian nature of the premium results in different choice processes. Furthermore, we examine whether the perceived fit between the premium and the product exerts a moderating role in the choice process. To answer these research questions this paper develops three experimental studies using different samples of individuals, products and premiums. The results suggest that, in a promotional context, hedonic premiums are preferred over utilitarian ones. However, the existence of a high perceived fit between the product and the premium reverses this preference structure. Keywords: premiums, product-premium fit, hedonic, utilitarian Session 15.05:
Relationship Marketing: Measurement Issues Room: SP.s.07 Session chair: Monica Koller, Vienna University of Economics and Business
Relational Norms In Consumer-Brand Relationships: A Comprehensive Framework And An Empirical Test Katharina Guese, University of Bamberg Current research of consumer-brand relationships (CBR) and research of relational norms were criticized for drawing upon the interpersonal relationship literature. This work first contributes to the field by developing a conceptual framework that highlights the mediating role of relational norms in CBR, their effect on BRQ and their linkage between the characteristics of the dyad and consumer behavior. Second, this research provides an alterna-
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tive conceptualization and operationalization of BRQ and relational norms. Contrary to prior work, it draws upon the business relationship literature instead of the interpersonal relationship metaphor. Findings provide evidence for a second-order structure of relational norms and BRQ. The results suggest that brand relationships are significantly mediated via relational norms and BRQ. Keywords: consumer-brand relationship, relational norm, brand-relationship quality, mediation
Consumer Relationship With The Brand: A Comparison Of Two Alternative Measurement Scales Erifili Papista, Athens University of Economics and Business Sergios Dimitriadis, Athens University of Economics and Business Christos Koritos, Athens University of Economics and Business Efforts for understanding how consumers develop relationships with brands, has become a key issue for both marketing researchers and practitioners. However, the scientific approach to the study of this phenomenon could potentially be compromised due to an observed proliferation of new measurement scales for capturing various facets of the construct under study. The present piece of research reports evidence of this situation, and demonstrates a systematic process for examining the equivalency of two scales and selecting the most appropriate one. Results show that the two scales measure the same latent construct. Keywords: brand relationship, self-brand connection, scale equivalency, confirmatory factor analysis, customer – brand identification
A Multidimensional Conceptualisation Of The Customer ValueLoyalty Chain From A Consumption-System Perspective Alexander Zauner, Vienna University of Economics and Business Arne Floh, Vienna University of Economics and Business Monika Koller, Vienna University of Economics and Business The aim of this study was to test the role of customer value in the context of consumption-systems. Consumption-systems are market offerings characterized by a significant product and service subsystem. Hence, the interdependence of value evaluations between the product and service subsystem and their effects on customer loyalty are of particular interest. For this purpose, the authors developed a conceptual value model which was tested with a large student sample in the context of mobile telecommunications. Results confirm the multidimensional conceptualisation of customer value. Significant differences between the product and service subsystem have been identified for the functional, social, and emotional value dimension. Additionally, analyses yielded substantial indirect crossover effects for both mobile services and mobile phones. The paper ends with a discussion of managerial implications and further research. Keywords: customer value, customer-system-approach, structural equation modelling, mobile telecommunication industry
EMAC - European Marketing Academy
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Understanding Relationship Marketing In More Detail: The Role Of Consumer Happiness Luis Vicente Casaló Ariño, University of Zaragoza Carlos Flavián, University of Zaragoza Miguel Guinalíu, University of Zaragoza The success of relationship marketing strategies depends, among other things, on the emotional personal situation of consumers. This paper analyzes the influence that consumer happiness might have on the relations between the main variables associated to relationship marketing, that is, commitment, satisfaction and trust. Firstly, the traditional causal effects satisfaction trust, satisfaction affective commitment and trust affective commitment are confirmed. As well, results also suggest that happiness moderate the satisfaction-affective commitment relationship, being this effect reinforced when happiness increases. Finally, main conclusions, managerial suggestions and limitations of this work are discussed. Keywords: relationship marketing, happiness, trust, satisfaction, affective commitment Session 03.13:
Consumer Behaviour Room: SP.s.01 Session chair: Sandor Czellar, HEC Group
Overbooking! When Identified Consumers Don’t Recruit New Customers Marin Longinos, University of Murcia Salvador Ruiz, University of Murcia Zeynep Gurhän-Canli, Koc University Based on Consumer-Company Identification (CCI) literature and the Optimal Distinctiveness Theory (ODT), we test boundary conditions for the influence of consumer-company identification on the recruitment of new customers. Previous research suggests that identification leads to new customer recruitment by existing customers. However, we show that identification may not always lead to higher intentions to recruit new customers. More specifically, results of an experimental study suggest that strong identification leads to a decrease in intentions to recruit new customers when differentiation (vs. assimilation) needs are salient. Keywords: consumer identification, relationship marketing, customer recruitment
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I’m An Expert ... Or Maybe Not? When Changing Personal Knowledge Perceptions Affects Information Processing Sandor Czellar, HEC Group Charles Lebar, HEC Paris Subjective knowledge (SK) can be defined as consumer perceptions of personal knowledge in a given domain. The present research investigates the impact of manipulating SK on information processing and retrieval strategies; it also seeks to uncover possible moderating mechanisms and boundary conditions for the hypothesized effects. In a first study, we show that consumer self-esteem moderates the relationship between SK manipulations and different measures of memory for new information. Implications of these results are discussed and details on our further experiments are provided. Keywords: consumer knowledge, information processing, self-esteem
The Impact Of Negative Online Reviews: When Does Reviewer Similarity Make A Difference? Ali Faraji-Rad, BI Norwegian School of Management Radu-Mihai Dimitriu, BI Norwegian School of Management We investigate the impact of online reviews, as a form of online word of mouth, on consumers’ product evaluations. Contrary to the current view in the literature we propose that online word of mouth (including online reviews) is not necessarily anonymous, as consumers can make inferences based on reviewers’ online public profiles. We focus on negative reviews and find they are more harmful when consumers infer the reviewer to be similar or homophilous to them, but we show that this effect is contingent on type of product and occurs only for hedonic and not for utilitarian products. Keywords: word of mouth, electronic word of mouth, online reviews, similarity, homophily, hedonic, utilitarian
Connectedness And Self-Concept Connection In Consumer-Program Relationships Jenniina Halkoaho, Vaasa University This study aims to shed light on mass media consumption by assessing whether television programs are perceived as resources for consumer’s identities. We may state that “we are what we have”, but could it be that “we are what we watch on TV”? The purpose of this paper is to empirically examine consumers’ identity connections to their favourite television programs. The specific constructs operationalized here are connectedness and self-concept connection. Findings indicate that consumers form identity-related relationships with their favourite programs. However connectedness does not necessarily mean that the consumer has self-concept connections with the program, or vice versa. Keywords: consumer-program relationships, identity, connectedness, self-concept connection
EMAC - European Marketing Academy
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Session 19.07:
Social Responsibility, Ethics and Consumer Protection Room: SP.s.10 Session chair: Andrew Lindridge, The Open University
Compulsive Buying Behavior In Men: Insights Into Automatic Processes And Neural Correlates Mirja Hubert, Zeppelin University Marco Hubert, Zeppelin University Oliver Büttner, Zeppelin University Arnd Florack , Zeppelin University Peter Kenning, Zeppelin University A considerable number of consumers suffer from financial problems that are the result of impulse buying and overspending. In an extreme form both can be considered as compulsive buying. Our research completes these studies by showing that male consumers who suffer from problems related to compulsive buying also differ in how much shopping related stimuli automatically activate positive impulses. We found that automatically activated positive associations with the brand logos were correlated with indicators of compulsive buying such as overspending. Furthermore, groups differentiated with a compulsive-buying-index showed the expected differences in activation patterns in brain regions associated with reward. Keywords: compulsive buying, consumer neuroscience, neuromarketing
Construction And Explanation Of Sustainable Purchasing Behavior In The Dutch Food Market Jenny Van Doorn, University of Groningen Peter C. Verhoef, University of Groningen Using actual purchase data of around 5000 Dutch consumers we study sustainable purchase behavior. We collect data on consumers’ buying behavior of food products with specific sustainable labels and claims. Using principal components analysis we derive three sustainable behavioral components: social sustainable behavior, indicated by for instance organic or fair trade claims, health-related sustainable behavior as captured by health or nutrient claims and common/non-conscious sustainable behavior. We also relate sustainable purchasing behavior to sustainable consumer attitudes and socio-demographics. We find that a biospheric value orientation drives social sustainable behavior, while an egoistic value orientation inhibits this behavior. Keywords: sustainability, food market, organic products, health, sustainable attitudes
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Rest In Peace! Generativity And Transcendent Products In Consumer Behavior Miguel Giménez, University of Murcia Salvador Ruiz, University of Murcia Longinos Marín, University of Murcia
EMAC - European Marketing Academy
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Session 04.06:
Innovation and New Product Development Room: SP.s.08 Session chair: Vera Blazevic, Maastricht University
Innovations represent an important force through which firms develop sustainable competitive advantage. However, extant research has been largely limited in its focus on technological or R&D-based advances, overlooking that innovations may comprise more than new products and processes. Specifically, marketing innovations often play an equally important role in firm performance, and the innovativeness of marketing departments has been shown to increase their influence and status within the firm (Verhoef and Leeflang 2009). Yet, marketing programs are often criticized for their lack of innovativeness and creativity (e.g., Andrews and Smith 1996). Thus, the central focus in this research is to explore factors influencing marketing innovations by firms. The research builds on existing literature on innovations to propose a framework which identifies firm-level factors, including firm size and age, and environment-level factors, including demand growth and stability facing the firms, as potential drivers of marketing innovations. To evaluate the conceptual framework, the research utilizes a trademark-based measure of marketing innovations and a database of other key measures constructed from various secondary sources of information. A time-varying hazard-rate modeling focused on the first adoption of marketing innovations by firms reveals that (a) age and size of firms positively affect their probability of adoption, whereas (b) demand growth and stability facing the firms have a negative effect. Together these findings provide unique theoretical contributions and offer some interesting managerial implications.
The Value Of Customer Co-Creation During The Innovation Process
Keywords: Generativity, transcendent products, legacy
Thomas Kohler, University of Innsbruck Julia Hautz, University of Innsbruck Kurt Matzler, University of Innsbruck Johann Füller, University of Innsbruck
Children’s Oral Health Services And Socio-Economic Deprivation: Theory Of Reasoned Action In Social Marketing Andrew Lindridge, The Open University Susan Macaskill, University of Stirling Haider Ali, The Open University Ingrid Holme, University of Stirling Douglas Eadie, University of Stirling Our paper investigates attitudes and behaviours opposed to the desired behaviour change and how they may be overcome through social marketing, explored through the Theory of Reasoned Action, examining children accessing Childsmile oral health services in socioeconomically deprived groups in Scotland. Qualitative focus group interviews were undertaken with parents/main carers (10 groups) and relevant professionals (8 groups). A variety of factors facilitating and interfering with engagement were identified (identifiable with beliefs and attitudes in the Theory of Reasoned Action), along with practical issues affecting access. We conclude by showing how social marketing interventions can promote behaviour change, addressing competition and improving the exchange process. Keywords: social marketing, theory of reasoned action, behaviour change, children’s oral health
Dominik Mahr, University of Antwerp Annouk Lievens, University of Antwerp Vera Blazevic, Maastricht University This research examines the determinants and outcomes of the value of customer co-created knowledge for innovations. Knowledge value is defined through three dimensions: novelty, relevance, and costs. By means of a large-scale survey, we investigate how these value dimensions mediate the relationship between the nature of the customer and the customer-firm relationship (i.e., determinants) and customer, finance, and learning related success (i.e., outcomes). Our results show that the value dimensions of co-created knowledge have a differential impact on innovation success and provide managers with guidance on how to select the appropriate customers and communication channels to optimize various innovation outcomes. Keywords: customer co-creation, innovation, service-dominant logic
Engaging Avatars For Effective Co-Creation
Virtual worlds offer unprecedented opportunities to tap the innovative potential of consumers. Yet companies fail to engage avatars and make co-creation platforms vibrant sources of innovations, raising the question of how to facilitate interaction experience to achieve sustained engagement among co-creating avatars. Inspired by avatar-based innovation and drawing upon theories of co-creation experience we collaborated with Philips and KTM-Motorcycle to develop an avatar-based innovation platform within Second Life. Monitoring almost 600 participants and conducting 34 in-depth interviews we found that the experience needs to be usable, useful, desirable, and social. We extend prior research on co-creation experience into the virtual world context and discuss how to engage avatars for effective co-creation. Keywords: Second Life, Avatar-based innovation, co-creation, experience design, virtual world
Lead Users’ New Product-Related Positive Word-Of-Mouth Yvonne Van Everdingen, Rotterdam School of Management Fred Langerak, Eindhoven University of Technology Joost Jansen, Philips Consumer Lifestyle This paper investigates to what extent lead users with different levels of market maven-
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EMAC - European Marketing Academy
Friday – 14:00-15:40
ism engage in new product-related positive word-of-mouth (PWOM), and how this effect is contingent upon the lead users’ usage satisfaction and duration. The results from a surveybased study among 964 users of a high-tech product in the domestic appliance industry show that lead userness has a positive effect on PWOM when market mavenism is low, and a negative impact under high market mavenism. The contingency analyses show that this positive effect is unaffected by usage satisfaction and duration, while the negative effects on PWOM prevail only when usage satisfaction is low and duration is long. Lead users low on market mavenism are thus not only important informational sources for developing new products, but they may also be helpful in spreading PWOM about new products and facilitating new product diffusion.
oriented advantages, such as distribution support, ability to adapt prices, and capacity to achieve flexibility due to the small size of firms. Focusing on the Third Italy business model, we show that the benefit of regional agglomerations only partially help firms’ export performance. Whilst distribution support continues to be a highly important export strategy, the small size and their capacity to adapt prices do not appear to lead SMEs to higher export performance.
Keywords: lead users, market mavens, new products, word of mouth
Does Standardization Of Corporate Branding Work?
Tracking Motivation Of Lead Users And Non-Lead Users In Workshops On Sustainability Innovations Stefan Engeser, Technical University Munich Susanne Steiner, Technical University Munich Hugo, M. Kehr, Technical University Munich Our task within a joint research project focusing on user integration in sustainability innovation processes was to study motivation. We assessed incentives for users (N=165) taking part in innovation workshops and tracked motivational indicators within these workshops. Moreover, we looked for substantial differences between lead users and nonlead users. Results show that lead users saw higher incentives than non-lead users to take part. During the workshop, lead users were more energetic and showed higher concentration (flow experience). Furthermore, they felt more confident and expressed a greater preference to continue working. Therefore, being a lead user contributes to motivation and innovation. Keywords: lead user, flow, user integration, innovation, motivation, motives, needs Session 05.05:
International and Cross-Cultural Marketing Room: SP.s.12 Session chair: Carlos Sousa, University College Dublin
“Regional Agglomerations” And Export Performance: The Case Of “Third Italy” SMEs Simone Novello, University College Dublin Paola Gazzola, University of Venice Carlos Sousa, University College Dublin The purpose of this study is to develop a framework for examining the export strategies of SMEs from regional agglomerations and their performance in foreign markets. Our starting point is the recognition that regional agglomerations may be major drivers of export-
Keywords: export performance, regional agglomerations, structural equation modeling, export strategy, distribution support
Markus Meierer, University of Trier Margot Löwenberg, University of Trier Bernhard Swoboda, University of Trier Dirk Morschett, University of Fribourg Internationally standardized corporate brands are increasingly used to shape the positioning of product brands. From a customer’s point of view, specific corporate associations and corporate image as an overall picture of the organization play an important role when deciding to repurchase a product. The results illustrate that specific corporate associations impact corporate image cross-nationally in the same way. However, their direct impact on consumer product response varies between countries, as does the impact of corporate image on consumer product response. We conclude that standardization of the companies’ external portrayal works, but marketers must consider its varying relevance to consumer behavior. Keywords: corporate associations, corporate image, cross-national research
Market Orientation As Key Factor Of Assimilation Of The Cultural Variable Corinne Rochette, Clermont-Ferrand University Francois Cassiere, Université d’Auvergne This paper discusses corporate internationalization strategy. It focuses on the selection of the target market and the development of a true system of value (i.e. to carry out an alignment of the value chains of the members) with foreign partners of the target market. It underlines the difficulties of managing the cultural factors within internationalization. It discusses the benefits of a market orientation for the selection of the market, and for the construction of a value system. It shows that market orientation through behavioral and cultural dimensions can help for a better management of the cultural gap. It can also help to build a sustainable and powerful system of value. These reflections lead us to the proposal of a grid of reading of the internationalization process with partnership on the target market. Keywords: internationalization, market orientation, partnership, organizational culture, cross-cultural management
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Impact Of Retail Internationalization On KAM Centralization Bernhard Swoboda, University of Trier Andrea Schlueter, University of Trier Bettina Berg, University of Trier Hanna Schramm-Klein, Siegen University Based on transaction cost and resource dependence theory this study analyses the impact of retail internationalization on KAM centralization and its performance. Using a PLS approach, data gathered by questioning manufacturers is analyzed. The results show that especially international retailers’ centralization of purchasing activities followed by standardization of market offers and integration of process influence KAM centralization. But, while the centralization of strategic KAM activities is positively linked to effectiveness and efficiency, the centralization of tactical KAM activities is positively linked with efficiency only. Providing a two-dimensional view of KAM centralization this study highlights their dependency on growing retail internationalization. Keywords: key account management, global account management, retail internationalization, centralization, performance, consumer goods sector Session 12.09:
New Technologies and E-Marketing Room: SP.2.05 Session chair: Onur Bodur, Concordia University
What Does My Avatar Say About Me? Consumer Self Presentation In Virtual Worlds Onur Bodur, Concordia University Jean-Francois Belisle, Concordia University Danielle Mantovani Lucena Da Silva, Federal University of Parana Despite limited research on consumers in virtual worlds, both participation of consumers and the presence of marketers in online environments have increased steadily. In these environments, avatars are the most prominent representation of consumers, through which consumers communicate with others, exchange goods, and live every aspect of their virtual life. The objective of this paper is to investigate how well avatars represent the consumers behind them in virtual worlds. Our empirical findings based on a series of data collections using real participants in virtual worlds and their avatars reveal that avatars provide valid perceptions about the consumers behind the avatars. Keywords: virtual worlds, avatars, consumer self presentation
EMAC - European Marketing Academy
Friday – 14:00-15:40
Vivid Web Site Images In The Brain; Animation Vs. Goal-Derived Processing Evmorfia Argyriou, Kings College The current research explores the role of animation and consumer goals in shaping vivid, holistic, mental images of web sites. An experiment (n=339) shows that animation facilitates vivid mental imagery while consumer goals have no effects on vividness. Yet, animated banners moderate the effect of consumer goals such that consumers in goal-directed mode have more vivid mental images for web sites that display information via animation than for web sites that display the same information via static banners, and than consumers in experiential mode and web sites with static banners. Keywords: vividness, mental imagery, animation, consumer goals
About The Relationship Of Personal Networks And Individual Success Lucas Bremer, Christian Albrecht University at Kiel Mark Heitmann, Christian Albrecht University at Kiel Florian Stahl, University of Zurich Asim Ansari, Columbia Business School The growth of online social networks has interested many marketing researchers. However, little research has compared multiple social networks and investigated the link between measures of network structure to commercial success. We make use of network information of online multimedia network platforms and analyze the network strategies of music artists for promoting music. Our analysis is based on 240 personal networks and relates well-established network measures to online success. Our results indicate that success is determined by the social network structure and networking activities rather than by outside popularity. The findings have implications for building successful networks for marketing purposes. Keywords: internet, social networking, egocentric networks, network measures
Perceived Realism And Virtuality: The Impact Of Sensory Experiences On A 3D Commercial Website Marion Garnier, SKEMA Business School Virginie Maille, SKEMA Business School Ingrid Poncin, SKEMA Business School Recent developments on Internet such as 3D generalisation can intensify the experience users can live on the web. Newly deployed 3D commercial websites question the topic of experiential marketing on the Internet. This research focuses on the understanding of the sensory experience Internet users can have on such websites, studied though a large qualitative research. Results point out the crucial importance of senses stimulation and inter- or multisensory links within a 3D commercial context. The sensory experience lived by users is shown to be tightly linked to the distinction between real and virtual, suggesting important research and managerial perspectives. Keywords: internet, 3D, sensory experience, multisensory, realism, virtual
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Session 11.02:
Modeling and Forecasting Room: SP.s.03 Session chair: Arnaud De Bruyn, ESSEC Business School
Introducing Evolutionary Modeling To Strategic Retail Decisions: Optimal Diversification Of Store Portfolios Through Genetic Algorithms George Baltas, Athens University of Economics and Business Charalabos Saridakis, Athens University of Economics and Business Stelios Tsafarakis, Technical University of Crete This paper introduces evolutionary modeling to strategic retail management. Retailers develop and operate multiple store formats, in an attempt to satisfy increasingly heterogeneous customer preferences. A key challenge for retail strategists is to identify the best combination of alternative store formats that would yield the highest levels of customer satisfaction. To that end, this paper introduces an evolutionary framework for the empirical determination of optimally diversified store portfolios. Our approach invokes a Darwinist mechanism of variation, selection and inheritance. We design and implement a Genetic algorithm (GA) to obtain solutions for the optimal combination of store formats in store portfolios. We apply our Genetic algorithm to stated preference data derived from a large hybrid conjoint experiment that measures consumer preferences for store attributes. It is demonstrated that variation in store formats elevates customer satisfaction. Most notably, the derived store portfolios do not share common store formats, suggesting that optimal diversification requires much more than combining new and existing variants. Evolutionary analysis sheds new light on marketing issues and reveals fascinating opportunities for empirical research. Keywords: evolutionary modeling, retail diversification, genetic algorithms
Effect Of Reference Price On Product Differentiation In Durable Goods Markets Sajeesh Sajeesh, Baruch College Sangyoung Song, Baruch College The objective of this paper is to examine the role of reference price for firms that vary in their quality positioning in competing for customers using a game-theoretic model. Building on Thaler (1985), Putler (1992), and Moorthy (1988), this research studies how firms choose their positioning when consumer utility is driven not only by acquisition utility but also by the transaction utility associated with the purchase and how this, in turn, affects their pricing decisions and profits. The paper shows that the firm with higher product quality provides greater discount to consumers. It is also shown that when firms are allowed to set a high ‘regular’ price, the product differentiation is greater between the firms and price competition is less fierce. Also, we find that if the sensitivity to price comparisons is greater than the sensitivity to fair markup on seller’s cost then the profits of both firms are lower than the benchmark case (when the effects of transaction utility is ignored). Keywords: transaction utility, reference price, quality choice, hotelling models
EMAC - European Marketing Academy
Friday – 14:00-15:40
Simultaneous Determination Of Optimal Cultural Distance And Market Potential In International Market Entry Shavin Malhotra, Ryerson University K. Sivakumar, Lehigh University
AWN ITHDR W This paper develops and tests a theoretical model of managerial decisions involving cross-border acquisitions. We propose a model that seeks the optimal level of cultural distance between the host and the home country and the market potential of the host country that maximizes an acquirer’s control—measured as equity participation—over the target firm in cross-border acquisitions. We also illustrate the intuition and the managerial application of the model using a large data set of cross-border acquisitions. We use the results of this data set to validate the model in a specific data context. Implications for managerial decision making are discussed. Keywords: market entry, mathematical model, cultural distance, market potential
Optimizing Donations With Individually-Tailored Donation Grids: An Econometric Model Of Compliance And Generosity Sonja Prokopec, ESSEC Business School Arnaud De Bruyn, ESSEC Business School Charities and fundraising organizations use donation grids as anchors to influence donation amounts. In this paper, we show that the impact of these donation grids on the various components of donation behavior (compliance and donation amount) can be captured by an econometric model that taps into the social psychology literature, especially the contrast theory (Sherif, Taub, and Hovland, 1958) and the adaptation level theory (Helson, 1964). We develop two separate econometric models to estimate the impact of donation grids on (a) likelihood of donation and (b) donation amounts, and show that congruency of requests with donors’ internal reference points plays an important role in determining the impact of charities’ tactics. We then apply these models in a large field experiment, and individually tailor suggested donation grids to 100,000 solicited donors. Contrasted to the control group, optimizing donation grids at the individual level increased donation amounts by +22%, and net margins by +36%. Keywords: anchoring, donation behavior, donation grid, econometric model Session 18.05:
Service Marketing Room: SP.s.14 Session chair: Henning Kreis, Free University Berlin
The Social Influence In Relationship Development Across Different Types Of Services Anastasia Stathopoulou, Cass Business School George Balabanis, Cass Business School This paper attempts to develop a conceptual framework on the role of social influence at
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different stages of service relationships. Drawing on existing literature and longitudinal qualitative evidence from 60 in-depth interviews it was established that social influence varies across different types of services. Traditional service typologies can explain inadequately the variation of social influence, whether it is explicit (group influence) or implicit (social norms). This paper proposes a new classification that can better explain service relationships, the communality character of a service, and highlights the key differences at different stages of a relationship. Keywords: social influence, pre-purchase and post-purchase intentions, services marketing
Relative Influence Of Brand Image And Brand Trust On Customer Value And Loyalty: Further Empirical Results Roderick Brodie, University of Auckland Laszlo Sajtos, University of Auckland Henning Kreis, Free University Berlin Lutz Hildebrandt, Humboldt University Berlin In the last two decades, the majority of branding research has been in consumer goods settings with the focus on understanding the influence of brand and company image on customer value and loyalty. More recently attention has been given to the relational and experiential aspects of branding. This paper replicates the Authors’ (2009) study that developed a conceptual framework of the joint influence of the communication and the relational aspects of the brand, and extends it across four service contexts. The five service contexts show significantly different patterns in terms of the role that the two brand elements play. Keywords: brand, service, customer value, image, trust
‘Sense The Difference’: Changes In Relationship Management In The Context Of The Financial Crisis Kalipso Karantinou, Athens University of Economics and Business Margaret Hogg, Lancaster University Magdalini Soureli, ATEBank Konstantinos Vonatsos, European Navigation Inc We are currently emerging from the severest economic crisis since 1929 which challenged established business models and practices. Marketing academia is called upon to help companies adjust to the changing realities of the marketplace. Relationship management is an important area to shed light onto in the context of the financial and the resultant confidence crisis. This study focuses on Private Banking, a service context where the breakdown of trust was most explicitly manifested. The investigation sheds light onto some very interesting aspects of the impact of the crisis on relationships; on the resultant changing role and value proposition of private banking; and on how client relationship handling is transformed in the new emerging conditions. Keywords: relationship management, financial crisis, private banking, corporate relationships
EMAC - European Marketing Academy
Friday – 14:00-15:40
Humiliation After A Service Failure: Its Role In Customer-Service Provider Relationship Dissolution Concepción Varela-Neira, University of Santiago de Compostela Rodolfo Vázquez-Casielles, University of Oviedo Víctor Iglesias, University of Oviedo The main aim of this paper is to study the role of humiliation in the customer-service provider relationship dissolution. Moreover, the effect of a particular dimension of attribution is also estimated. Finally, several control variables were incorporated to the model. The empirical investigation is carried out in the banking services industry with a sample of 344 customers. The results of the study indicate that humiliation has a key role in the customer’s defection of the relationship. Keywords: service failure, attributions, humiliation, customer defection Session 14.11:
Product and Brand Management Room: SP.s.16 Session chair: Katharina Petra Zeugner-Roth, Vlerick Leuven Gent Management School
The Relative Impact Of Self Congruity And Perceived Value On Brand Attitude And Intention: A Study In A Low-Involvement Informational Product Category Katharina Petra Zeugner-Roth, Vlerick Leuven Gent Management School Bert Weijters, Vlerick Leuven Gent Management School Artur Baldauf, University of Bern This study examines how the congruence between brand personality and self-image influences brand attitudes and purchase intentions directly and indirectly via functional product attributes captured by perceived value. Results show 1) that self-congruity also works in low involvement high experience settings, 2) that in line with previous studies selfcongruity affects brand attitude and purchase intentions directly and indirectly through perceived value, and 3) that brand attitude and purchase intentions are primarily driven by functional product attributes. Marketing implications and directions for future research are discussed. Keywords: self-congruity, functional attributes, perceived value, brand attitude and intention
Dare To Be Different: Assessing The Effect Of Organic Label In Brand Differentiation Daniela B. Schäfer, University of Basel Daniel Heinrich, University of Mannheim Hans H. Bauer, University of Mannheim Nowadays, brand managers can achieve a monopoly status in the user’s mind by differ-
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entiating their brands by using organic labels. The current study tests both how the use of an organic label affects consumer perceptions of private and national brands and how consumers comparatively rate these organic brand types. The results of our experimental study (n=425) show that organic labeling has a positive effect on brand perception concerning healthiness, hedonism, environmental compatibility, and food safety. More-over, our data confirms that private brands can strengthen their brand value by using the organic label and thus gain equal status with national brands. Keywords: organic label, brand differentiation, consumers’ brand perception
Pursuing Big Love: Analysing Spillover Effects Between Co-Partners In Brand Alliances Oliver Schnittka, University of Hamburg Kathrin Urban, University of Hamburg Franziska Völckner, University of Cologne Henrik Sattler, University of Hamburg Prior research into spillover effects in brand alliances focuses solely on image transfer effects from the alliance to each participating brand. This study extends prior approaches by including the spillover effects between the co-partners. The overall image effect of brand alliances on the co-partners therefore consists of image transfers (1) from the alliance to each brand, as well as (2) between the partners. The findings indicate that familiar brands, unlike unfamiliar brands, do not benefit from an alliance due to the negative spillover effects between the co-partners, unless the brands enjoy high imagebased fit. Keywords: brand alliances, spillover effects, brand image fit
Adidas: A Loyal Friend Or An Imposed Companion? A Metaphorical Approach For Understanding Situation-Dependent Embodied Brand Knowledge Of Consumers Maria Kreuzer, University of Innsbruck Traditionally, marketing researchers have studied brand knowledge predominantly from a semantic memory perspective not allowing for situational interpretations of the brand. In contrast, an embodied cognition approach to the study of consumer brand knowledge accounts for the situation-specific retrieval of multisensory brand knowledge and thus the situational interpretation of the brand. A metaphorical analysis of 120 brand stories in two different usage situations explores the embodied nature of brand knowledge and the meaning of that knowledge to the individual consumer in the respective situation. This perspective has important implications for brand communication and brand research. Keywords: embodied cognition theory, situational brand interpretation, metaphorical analysis
EMAC - European Marketing Academy
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Session 16.05:
Retailing, Channel Management and Logistics Room: SP.2.10 Session chair: Estela Fernández, University of Murcia Sergio Román
The Best Of Two Worlds: The Multichannel Customer’s Service Experience Estela Fernández, University of Murcia Sergio Román, University of Murcia Janet Wagner, University of Maryland Multichannel service retailing has been a trend in the last decade. However, there is little knowledge about the contributions of each channel’s particularities to the customer’s firm evaluation. Extra attention (employees’ behaviors) and Web Site benefits can be experienced only in the offline and the online channel respectively. This research proposes a model where these variables are key antecedents of satisfaction with and trust in the service provider. Additionally, these effects are moderated by several variables. Hypotheses are tested using data from 302 multichannel financial services customers. The results yield interesting implications for the management of multichannel customers. Keywords: extra attention, web site benefits, satisfaction, trust, multichannel, gender, need for interaction, frequency of use, service complexity
“The More I Enjoy The Experience, The More I Buy” Diana Gavilán, University Complutense of Madrid María Avello, University Complutense of Madrid Francisca Blasco, University Complutense of Madrid Carmen Abril, University Complutense of Madrid Shopping malls are gaining importance in the retail industry, and they use the experiential marketing approach, which has proven to be an efficient business strategy. To understand consumer behavior in malls better, this study conducts a segmentation analysis with latent class clusters to reveal four shopping segments: “Total Experience,” “Recreational,” “On a mission shopper” and “Disenchanted.” The results suggest that customers experience the mall in different ways, and that their purchasing behavior differs in expenditure, visit duration, planned and unplanned purchases, and intention to return. The usefulness of this segmentation is discussed for future research and for retail strategies. Keywords: shopping mall, consumer behaviour, experiential marketing, shopper segmentation, retail strategy
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How Does A Consumer Choose A Checkout When There Are Queues In The Store? Katrien Meert, University College Ghent & Ghent University & Ghent University Patrick Van Kenhove, University College Ghent & Ghent University & Ghent University Mario Pandelaere , University College Ghent & Ghent University & Ghent University This paper examines the influence of four variables on the choice of a checkout in a supermarket, i.e. length of the queue, content of the shopping basket, perceived experience of the cashier and presence of elderly people in the queue. Two studies indicate that the content of the shopping basket turns out to be the driving variable of the choice of a checkout, followed by the length of the queue. Also, the presence of elderly people, especially when they queue along short waiting lines, may influence checkout choices. Keywords: checkout choice, waiting line, queue length, time perception, time pressure
Relationships Between Orientation, Convenience, Atmosphere, Shopping Value And Behaviour: Conceptual Model And Empirical Evidence Katharina J. Auer-Srnka, University of Vienna Reinhard Grohs, University of Innsbruck Eva M. Thelen, University of Innsbruck The distinction between utilitarian and hedonic shopping value is an important concept explaining shopping motivations. An empirical study in two different shopping contexts (food, non-food) demonstrates that perceived store convenience and atmosphere mediate the effects of perceived ease of orientation on utilitarian and hedonic shopping value. With regard to shopping outcomes, utilitarian shopping value is positively related to future behavioural intentions (repatronage, repurchase), while hedonic shopping value is positively related to present behaviours (time spent in store, number of first-time purchases, number of unplanned purchases, money spent in store). Reasons for the findings and avenues for further research are discussed. Keywords: utilitarian/hedonic shopping value, retail outlet design, orientation/convenience/atmosphere, present/future shopping behaviour
EMAC - European Marketing Academy
Friday – 16:00-17:40
FRIDAY - 16:00-17:40 Session 01.12:
Advertising, Promotion and Marketing Communications: Spokespersons Room: SP.s.05 Session chair: Henrik Sattler, University of Hamburg
Hunting Vampires: Do Celebrity Endorsers Suck The Recall From The Brand? Carsten Erfgen, University of Hamburg Sebastian Zenker, University of Hamburg Caroline Schulze, University of Hamburg Henrik Sattler, University of Hamburg Celebrity endorsements are regarded as particularly effective in attracting consumers’ attention. However, brand managers often worry that celebrities might overshadow the brand by captivating too much of consumers’ attention. For the first time, this study explores this vampire effect phenomenon in two experimental studies (N = 363, N = 203). The findings strongly support the existence of the vampire effect. In addition, the congruence between the brand and celebrity, but not brand familiarity, offers an important determinant of the vampire effect. Keywords: celebrity endorsement, brand management, advertising effectiveness
The Impact Of An Endorser’s Race And Celebrity Status On Consumers’ Evaluations Of Advertisements Tineke Faseur, University College Ghent & Ghent University & Ghent University Today, a majority of advertisements employs some kind of endorsement. Hence, research is needed to help marketers to select the most appropriate endorser to persuade consumers to buy their product or service. This study investigates the combined impact of two variables that have often been researched separately, i.e., the status and the race of the endorser. The results of this experiment show that highly racist people react more negatively to black (versus white) endorsers than people with a low degree of racism. However, this effect was only significant for the anonymous consumer endorsers and not for the celebrity endorsers. Furthermore, the mediating role of respondents’ level of identification with the endorser was investigated. Keywords: advertising, endorsement, race, celebrity, racism
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The Consumer’s Judgment Of And Response To Emotional Authenticity – A Qualitative Study Harley Krohmer, University of Bern Katja Leschnikowski, University of Bern This article provides a better understanding of the under-researched concept of the emotional authenticity of an advertising spokesperson. We derive a definition of emotional authenticity reflecting the congruence between emotional expressions and inner feelings of a spokesperson. Our qualitative study investigating the consumer’s authenticity judgment shows that the process of constructing authenticity is unconscious and affective, nonetheless incorporating some cognitive elements, such as emotional knowledge, processes self-referencing, and fit be-tween the advertising elements. The study also provides insights on positive performance im-plications of emotional authenticity that would speak for emotional authenticity as a key suc-cess factor in advertising. Keywords: advertising, spokesperson, authenticity, emotions
Friday – 16:00-17:40
EMAC - European Marketing Academy
annual investments in CRM information technology, the impact of CRM software in call center employees’ delivery of customer service has not been examined extensively. This research attempts to fill this gap by examining how CRM software knowledge and customer service knowledge impact job performance (as rated by call center agent’s supervisor) and customer satisfaction with the call. The sample used to test these relationships consists of 55 matched triads (call center agent, supervisor, and customers). Also examined are the roles of empathy, management commitment to service quality, and technology readiness as antecedents of employee knowledge. Keywords: customer relationship management, CRM software, call centers, customer service employee performance, customer satisfaction
Moderating Effect Of Maturity Of Implementation Of CRM And Impact Of Delay Of Implementation Of CRM Components In The Relationship Between CRM And Performances
RAWN WITHD
Ilaria Dalla Pozza, ESC – Rouen Business School
Co-Creation Communities As Product Endorsers - An Alternative To Star Endorsers Katja Hutter, University of Innsbruck The use of celebrity and star endorsement as part of marketing strategy is considered a successful means to support the brand image and launch successful new products. The rise of online communities and social media platforms is challenging successful brand management. This paper introduces the concept of co-creation communities – consumers as product/brand endorsers. Our empirical study in the field of jewelry shows that the brand Swarovski could not only use their co-creation community to get creative designs but also as endorsers to promote those designs throughout the community.
Scope of this paper is to investigate the moderating effect of the maturity of implementation of the Customer Relationship Management (CRM) project in the relationship between CRM and performances and to understand the impact of the delay of implementation of critical CRM components on performances. CRM is modelled as a second order construct with four first order components (CRM implementation - Organizational Alignment - Customer Management - Technology). Results show that the impact of CRM components on performances evolves and differs over time. In addition, the delay of implementation of organizational activities (such as employees training) has the highest negative impact on performances. Keywords: customer relationship management, business performance, moderators, maturity of implementation, delay effect
Keywords: endorsement, community, co-creation Session 15.06:
Relationship Marketing: Effectiveness of CRM Room: SP.s.07 Session chair: Alexander Rossmann, University of St. Gallen
The Impact Of Customer Service Knowledge And CRM Software Knowledge On Call Center Agent Performance Regina McNally, University of Limerick Abbie Griffin, University of Utah Tomas Hult, Michigan State University What is the impact of CRM software use in customer service delivery via call centers? Despite the importance of CRM in delivering firm and customer value, and the substantial
Does CRM Pay? An Empirical Investigation Of The Benefits Of CRM Spiros Gounaris, Athens University of Economics and Business George Papadakis, Athens University of Economics and Business and Boston University Nektarios Tzempelikos, Athens University of Economics and Business Notwithstanding the widely acknowledged lack of research on the factors that influence CRM success, this paper examines a surprisingly neglected factor: the intensity with which companies use their CRM system. Also, it investigates the role of the external environment as an influential force driving companies toward the intensification of CRM use. The results support the notion that the more companies use their CRM system, the more it pays off. We also find that competition intensity and market volatility positively influence the intensity of CRM use, and that organizational innovativeness moderates the impact of market volatility on CRM intensity of use. Keywords: CRM intensity, competition intensity, market volatility, organizational innovativeness
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The Impact Of Organizational Capabilities And Customer Preferences On Trust In Interfirm Relationships Alexander Rossmann, University of St. Gallen Relationship Marketing (RM) presumes trust as an important antecedent for the performance of interfirm relationships. Current research is dominated by an interpersonal perspective. In this research tack, trust chiefly emerges as a result of interpersonal relationships. But multiple risks arise if customer trust rests solely on elements inextricably linked to single representatives. Hence, this paper evaluates the impact of organizational capabilities and the moderating role of customer preferences on the trust creation process. The framework presented here is tested cross-industry on 220 customers for IT solutions. The results offer significant insight into the effectiveness of individual and organizational RM strategies. Keywords: relationship marketing, trust, relational capabilities, interfirm relationships Session 03.14:
Consumer Behaviour Room: SP.s.01 Session chair: M. Teresa Heath, Minho University
Being Oneself In Someone Else’s Clothes: Reappropriation Versus Rejection Of Other’s Possessions Dominique Roux, Paris XI University Despite acknowledged socio-psychological risks, purchasing used clothes through second hand retail channels is a growing phenomenon. In contrast with previous literature that has stressed the relations between strangeness and contamination or familiarity and reuse, this research examines the conditions of reappropriation versus rejection of second hand clothing. It shows that the circulation of clothes and processes of exchange open a negotiation of the territory of the other that mediates a possible or impossible relation to the self. The findings illustrate how second-hand consumers manage to empty clothes of the presence of a prior owner, whereas non-consumers never achieve this reappropriation. Keywords: second hand market, used clothing, contamination, disgust, self-territory
EMAC - European Marketing Academy
search lacks an understanding of men’s involvement in consumption practices, codes of a whole traditionally feminine culture. In this paper, I attempt to explore how a new masculine consumption – men’s lingerie - that had clear divisions between men and women, may shape and reinforce men’s socially defined gender roles/identity construction. This 21 phenomenological interviews research with French men reveals a duality based on identity. Keywords: masculinity, symbolic consumption, identity, phenomenological interviews
Pre-Rituals Of Consumption Stefano Pace, Bocconi University Christian Gilde, University of Bath The aim of our research is to shed some light on the rituals performed by consumers before the main “sacred” ritual of consumption. These pre-rituals are more flexible than the main ritual. Therefore pre-rituals can be used by consumers to elaborate, confirm or even challenge the sacred content of their main and unchangeable ritual. An empirical research in the rugby fandom shows that individuals use the pre-rituals and “surrounding rituals” in general to embed the sacred myths of the game in their lives. Keywords: ritual of consumption, consumer behaviour, sport
The Symbolic Value Of Self-Gift Consumer Behaviour: An Exploratory Study M. Teresa Heath, Minho University Christine Ennew, University of Nottingham Caroline Tynan, University of Nottingham This paper addresses the symbolic value of self-gift consumer behaviour (SGCB). Based on UK interviewees’ spontaneous comments on their self-gift experiences, this article elucidates the symbolic nature of SGCB and draws attention to different stages of consumption in which value can arise. It observes that symbolic value can extend from before a self-gift purchase until the self-gift is long gone. Importantly, this article furthers understanding of the symbolic value of consumption more generally by providing data as to sources of such value and by noting its time-dependent nature. Implications are drawn and directions for further research are suggested. Keywords: symbolic, hedonic, self-gifts, consumer behaviour
Masculine Rep Of Men’s Lingerie Consumption: A Duality Based On Identity Nacima Ourahmoune, ESSEC Business School Simon Nyeck, Essec Business School Elyette Roux, IAE Aix-en-Provence Our society is going through a change in men’s identity, role, status and image. Also, homebased masculine practices and intimacy-related purchase are changing. Consumer re-
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Session 03.15:
Consumer Behaviour Room: SP.s.10 Session chair: Iris Vermeir, University College Ghent & Ghent University
The Role Of Attitude Ambivalence On Customers’ Reactions To Product Failures Yves Van Vaerenbergh, University College Ghent & Ghent University Nico Heuvinck, University College Ghent & Ghent University Iris Vermeir, University College Ghent & Ghent University This research investigates the moderating role of attitude ambivalence on customers’ response to a product failure. Based on results of a 2 (univalent - ambivalent) x2 (no product failure - product failure) between subjects-experiment, our findings clearly demonstrate that for univalent customers, a product failure strongly decreases customers’ satisfaction, repurchase intent and positive word-of-mouth, while increasing negative word-of-mouth. In contrast, ambivalent customers’ reactions to the product failure were less influenced by a product failure. Keywords: attitude ambivalence, product failure, customer satisfaction, repurchase intent, word-ofmouth
What Determines Customers’ Evaluation Of Online Reviews? The Role Of Review And Product Characteristics Simon Quaschning, University College Ghent & Ghent University Mario Pandelaere, University College Ghent & Ghent University Iris Vermeir, University College Ghent & Ghent University In their uncertainty reduction efforts, customers in an online environment can make use of customer reviews. The purpose of this study is to identify which product and review characteristics have an influence on customers’ evaluation of reviews. Via reviews on Amazon.com, we looked both at the number of votes on the helpfulness of a review and the percentage of customers that found the review helpful. Results showed that the degree to which a review is positive, the review length, the position of a reviewer, the reviewer credibility, the sales rank and the type of product influence the customer response.
EMAC - European Marketing Academy
Friday – 16:00-17:40
of Participative Marketing (PM). The phenomenon is interesting as it highlights a paradox concerning consumers’ motivations to participate: the contribution can be very important despite a low value reward and in product categories where involvement is low. This research helps to have a better understanding of how to engage consumers in brands’ PM operations. Based on an experimental design, it characterizes the most attractive PM operations according to their degree of contribution and their visibility in the gratification. The results show that when the PM operation is highly contributive, it is better to provide a visible gain. Keywords: participative marketing, contribution, visibility, reward, motivations
If You Cannot Get Your Customers To Shut Up, Try To Channel Their Conversations Ines Lopez, University of Murcia Salvador Ruiz, University of Murcia Luk Warlop, K.U. Leuven Consumers frequently talk to others about their consumption related emotions. Sharing emotions about consumption experiences might change the evaluation of these experiences. In this paper we present two studies that analyze the consequences of “social sharing of emotions” for consumer satisfaction, with a focus on negative consumption emotions. In experiment 1, we analyze the effect of sharing positive and negative consumption-related emotions on satisfaction. In experiment 2, we examine whether the effects of sharing consumer emotions depend on the specific emotion shared and the nature of the addressee of the sharing. Our findings confirm that the initial detrimental effect of sharing negative consumption-related emotions can be shaped by the specific emotions involved as well as the type of addressee. Keywords: social sharing of emotions, consumption experiences, satisfaction, goals for sharing, addressee Session 04.07:
Innovation and New Product Development Room: SP.s.08 Session chair: Veronica Wong, University of Sussex
Keywords: customer reviews, helpfulness, choice uncertainty, uncertainty reduction
Weighing Smoke And Counting Mirrors: Measuring Attention To The ‘Sixth Sense’ In New Product Development
Participative Marketing: How Should Brands Thank Consumers For Their Contribution?
Marina Candi, Reykjavik University Gerda Gemser, Delft University of Technology Jan Van Den Ende, Rotterdam School of Management
Fanny Reniou, University Paris-Dauphine In recent years, brands have increasingly solicited consumers, either to choose new products, feature in advertisements or develop a new product or slogan. These actions are part
The goal of this paper is to develop a conceptualization of experiential benefits, created within customers by stimulating the human senses including the ‘sixth sense’ and to develop a scale with which to measure attention to creating such benefits. We conceptual-
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Competitive Papers
ize attention to experiential benefits as being reflected in attention to design to appeal to the five human senses (visceral design) and design to support self-expression and evoke emotions, which together appeal to the ‘sixth sense’. A scale is developed and tested and attention to these aspects is found to contribute to the competitive quality of product experiences. Keywords: experiential benefits, ‘sixth sense’, scale development, new product development
Emotions And Consumer Early Evaluations Of Really New Products (RNPs) Stephanie Feiereisen, City University London Veronica Wong, Aston Business School Amanda Broderick, Durham Business School RNPs create new product categories or at least significantly expand existing ones. Due to the high level of newness of such products, complexity in emotional experience is likely to be an important aspect of consumer responses to RNPs. Our objective is to identify whether emotions i.e. discouragement, scepticism and positive emotions mediate the effects of presentation formats (i.e. words vs. pictures) and learning strategies (i.e. mental simulations, analogies, no analogy/no mental simulation) on responses to RNPs. The experiment confirms that discouragement and scepticism mediate the interaction effects of presentation formats and learning strategies on both comprehension and attitude. Positive emotions only mediate the effects on attitude.
EMAC - European Marketing Academy
Friday – 16:00-17:40
Does Brand Prototypicality Help Or Hinder Consumer Acceptance Of Distant New-To-The-World Branded Product Innovations? Frank Goedertier, Leuven Gent Management School Niraj Dawar, Richard Ivey School of Business Bert Weijters, Vlerick Leuven Gent Management School Maggie Geuens, University College Ghent & Ghent University Alongside its many advantages, prototypicality anchors a brand in its product category and may hinder its extendibility. In a test of this hypothesis, we report empirical findings indicating that prototypicality does not hinder brand extendibility to novel products, even in distant product categories. We advance the risk-reducing characteristic of prototypicality as an explanation and find support that ‘trust in the product’ mediates the positive effect of brand prototypicality on acceptance of distant new products. For close new products a second mediating effect of category fit is found. These results nuance claims from previous research that category fit is crucial for successful brand extensions. Keywords: brand prototypicality, perceived risk, category fit, product innovation Session 05.06:
International and Cross-Cultural Marketing Room: SP.s.12 Session chair: Adamantios Diamantopoulos, University of Vienna
Keywords: really new products, analogy, mental simulation, emotions
Advertising New Products: Exploring The Effects Of Information And Product Complexity On Consumers’ Responses Antonia Erz, University of St. Gallen Torsten Tomczak, University of St. Gallen Oliver Gassmann, University of St. Gallen Product complexity has been hypothesized to negatively influence new product performance. Marketing communications have therefore been assigned to compensate product complexity by communicating as “simply as possible”. However, research on information in advertising has found ambiguous results. The present study explores the role of complexity in advertising on consumers’ perceptions of, attitudes, and intentions toward a new product in a laboratory experiment. Integrating gender differences, the results reveal that perceived product complexity is not necessarily a negatively influencing factor. Furthermore, pleasure and perceived innovativeness are found to have strong impacts on purchase intention. Implications for research and practice are provided. Keywords: advertising, innovation, complexity, perceived innovativeness, gender differences, consumer behavior
Home Country Bonds And Biases: Linkages And Impact On Purchase Intentions Elisabeth Fritsch, University of Vienna Katharina Petra Zeugner-Roth, Vlerick Leuven Gent Management School Adamantios Diamantopoulos, University of Vienna Drawing from social identity theory, the constructs of national identity, nationalism patriotism and consumer ethnocentrism are conceptually differentiated and subsequently linked to consumers’ purchase intentions. An empirical study subsequently demonstrates that the major driver of purchase intentions in both a home country and a foreign country setting is patriotism and that consumer ethnocentrism is driven solely by nationalistic tendencies. Keywords: national identity, patriotism, nationalism, consumer ethnocentrism
Country Animosity And Brand Prejudice And Discrimination Dale Russell, AUT and University of California at Berkeley Cristel Russell, University of Auckland This research tests the proposition that brands suffer prejudice and discrimination due to animosity toward a country with which they have a strong stereotypic association. In
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an experiment, the level of brand-country association is manipulated to provide evidence of its moderating role on the relationship between country animosity and both prejudice toward (more negative brand attitudes) and discrimination against (less choice) a new brand. Keywords: animosity, country-of-origin, brand attitudes, stereotype, prejudice, discrimination
Consumer Ethnocentrism: Socially Imposed? Nikoletta-Theofania Siamagka, Royal Holloway London University George Balabanis, Cass Business School This paper focuses on a key normative dimension underlying consumer ethnocentrism, namely consumers’ motivation to conform to social influences. In particular, the study develops and validates a scale measuring a normative dimension of ethnocentric behaviour, labelled “social demonstrability of benefits of buying domestic products”. A test of three alternative structural equation models on a random sample of 206 real consumers indicates the existence of a partial mediated relationship (through consumer ethnocentrism) of the new dimension on the reluctance to buy products from two foreign countries. The social demonstrability of benefits prevails as an important determinant of consumer ethnocentrism that can be manipulated accordingly by policy makers and marketers of foreign products. Keywords: consumer ethnocentrism, conformity, social demonstrability of benefits, perceived threat, reluctance to buy foreign products
EMAC - European Marketing Academy
Friday – 16:00-17:40
Session 12.10:
New Technologies and E-Marketing Room: SP.2.05 Session chair: Javier Cebollada, Navarre Public University
Private Labels And National Brands Across Online And Offline Channels Javier Cebollada, Navarre Public University Marta Arce-Urriza, Navarre Public University This paper analyses competition between private labels and national brands across the online channel and the offline channel. We measure the competitive strengths of the brands by means of three dimensions: market share, conquesting power and intrinsic loyalty (Colombo and Morrison’s, 1989). We estimate these measures of the brands in 36 product categories across online and offline channels of a grocery retailer. The key results indicate that both the private label and national brands increase their intrinsic loyalty online, but only the private label increases its conquesting power and market share online. These findings indicate a general improvement of the private label’s competitive position online, overall in terms of conquesting power, what may increase retailers’ negotiating leverage at this channel. Keywords: private label, electronic commerce
The Role Of “Consumer Need For Variety” And Product Typicality In Explaining Variation Of Country Of Origin Effects
Affiliate Marketing: Setting Optimal Commissions
Ting-Hsiang Tseng, Feng Chia University George Balabanis, Cass Business School
Affiliate marketing, i.e. paying a commission to website owners for successfully referring customers, has established itself as the third pillar of online marketing over the last decade. Different from other online marketing instruments, with affiliate marketing firms usually pay for successful transactions only, not for views or clicks. This performance orientation makes affiliate marketing very attractive for many firms, especially in times of limited budgets. The key to successful affiliate marketing lies in setting optimal commissions. In this article, the author introduces an easy-to-use probabilistic decision support system to guide firms in choosing this optimal commission. Its application in realworld experiments has increased the profit from affiliate marketing by 181%, suggesting tremendous potential for optimization in this channel.
The study through a between subjects experimental design tries to understand possible sources of variation in country of origin effects. Product typicality and consumer need for variety may explain part of this variation. Results from the study support that the typical products of a country evaluated more positively than the less typical ones. Consumers with high need for variety are less keen to purchase typical products of a country than consumers with low need for variety. However, differences in purchase intentions between the two groups of consumers are not matched by differences in product evaluations. Keywords: COO, country-of-origin, product typicality, country typicality, consumer need for variety, purchase intention, product evaluation
Christian Schulze, University of Frankfurt
Keywords: affiliate marketing, online marketing, sales channels, commissions
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Session 11.03:
Modeling and Forecasting Room: SP.s.03 Session chair: Udo Wagner, University of Vienna
Modeling Within- And Across-Customer Association In Lifetime Value With Copulas Nicolas Glady, ESSEC BUSINESS SCHOOL Aurélie Lemmens, Erasmus University Rotterdam Christophe Croux, K.U. Leuven
EMAC - European Marketing Academy
Friday – 16:00-17:40
years and years. Results showed that the parameters are indeed stable, showing very low coefficients of variation. Aggregation bias was minimal, besides a reasonable scale effect arising with longer periods of analysis. Therefore, the market stability claimed by the NBDDirichlet can be extended to the model’s parameters too, with little or no aggregation bias. Keywords: NBD-Dirichlet Model, temporal stability, aggregation bias, parameters
Small Sample Properties Of The P/NBD Model Udo Wagner. University of Vienna Daniel Hoppe, University of Vienna
Recent advances in linking Recency-Frequency-Monetary value (RFM) data to Customer Lifetime Value (CLV) in non-contractual settings rely on the assumption of independence between the transaction and spend processes. We propose to model jointly the inter- and intracustomer dependency between both processes using copulas, hereby accounting for the double correlation within and across customers. Applied to a unique data set of securities’ transactions, we find that modeling both associations enhances the accuracy of CLV predictions, thus improving customer valuation and selection tasks.
The apparent gap between the development of marketing models by academics and their applications by practitioners has been criticized ever since. Amongst others, a thorough validation and a broad understanding of a model’s potential and limitations were identified as a central requirement for its widespread use. The paper at hand undertakes such kind of analysis for the P/NBD. This model is considered as standard for customer base analysis to describe and predict individual long-term behavior in non-contractual settings. Results on sampling properties from a Monte Carlo simulation study with emphasis on small sample sizes are provided. The few application recommendations that are given in the literature so far are refined by considering different characteristics of the particular customer base data under analysis.
Keywords: association, Copula, customer lifetime value, across and within customers
Keywords: purchase behavior, stochastic models of consumer behavior, customer lifetime, simulation
A Copula-Based Multivariate Generalization Of The Bass Model
Session 18.06:
Harald Hruschka, University of Regensburg Kilian Plank, University of Regensburg
Service Marketing
Complex markets with multiple competitive products cannot be adequately mapped by univariate aggregate-level diffusion models but rather require a multivariate approach. We present a multivariate generalization of the Bass model based on a copula function. The model has a closed-form representation, includes a series of established models as special cases and is able to explain a wide range of market growth phenomena. We estimate the model using several published data sets. Measures of model fit and forecasting results provide evidence of the usefuleness of our approach. Keywords: diffusion, Bass model, Copula
Temporal Stability And Aggregation Bias In The NBD-Dirichlet Parameters Lara Stocchi, University of South Australia Malcolm Wright, Ehrenberg-Bass Institute Despite the large number of empirical studies revolving around the NBD-Dirichlet Theory of buying behaviour, there is little research into the stability of the parameters of the model’s distributions. We focused on two aspects of parameters’ stability: temporal stability and aggregation bias. We fitted the model repeatedly for each available month over nearly three years of panel data for two categories, and also for successive quarters, half
Room: SP.s.14 Session chair: Concepción Varela-Neira, University of Santiago de Compostela
Exploring Alternative Approaches In Prioritizing Consumers’ Selection Criteria In A Service Setting Andreas Andronikidis, University of Macedonia Konstantina Kamvysi, University of Macedonia Katerina Gotzamani, University of Macedonia Andreas Georgiou, University of Macedonia This paper discusses the integration of Quality Function Deployment (QFD) with Analytic Hierarchy Process (AHP) – Analytic Network Process (ANP) and DEAHP-DEANP methodologies to prioritize selection criteria in a service context. The illustrative implementation utilizes data from the banking sector and offers support to the compatibility of the two alternative approaches demonstrating both applicability and ease of use. Results suggest that the QFD- DEAHP-DEANP approach provides superior information to support marketing decisions since it allows for the inclusion of unrelated alternatives. This paper could be useful to both academics and practitioners in developing integrated approaches of QFD to design high quality services in various service industries. Keywords: prioritization, QFD, AHP, DEAHP
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Competitive Papers
EMAC - European Marketing Academy
Friday – 16:00-17:40
Why Does The Way You Evaluate A Service Depend On When You Evaluate It?
greater among older complainants than among younger complainants. Lastly, theoretical and managerial implications from these findings are discussed.
Gabriele Pizzi, University of Bologna Chiara Orsingher, University of Bologna Gian Luca Marzocchi, University of Bologna Alessandra Zammit, University of Bologna
Keywords: service recovery, justice dimensions, post-complaint satisfaction, repurchase intentions, positive word of mouth, age
Customer satisfaction has been traditionally studied and measured regardless of the time elapsed since the purchase. However, service experiences might be represented on different degrees of concreteness/abstractness according to the temporal perspective of the customer. Drawing on Construal-Level Theory, we build three experiments to show that the weights of the determinants of overall satisfaction might change over time by virtue of the different representations of the experience according to the adopted temporal perspective. Results show that different mindsets produce different satisfaction evaluation, and that the determinants of customer satisfaction shift over time according to their construal levels.
Product and Brand Management
Keywords: customer satisfaction, construal levels, temporal distance, services
I Did Not Get The Same As The Other Customer! An Examination Of The Effects Of Under-Reward, Equity-Reward, And Over-Reward In The Transparent Service Encounter Peter Gabrielson, Stockholm School of Economics Magnus Söderlund, Stockholm School of Economics This study assessed the effects on perceived justice and customer satisfaction when a customer either receives less (under-reward), the same (equity-reward), or more (over-reward) service quality in relation to other customers present during the same service encounter. The equity-reward produced a significantly higher level of satisfaction that the under-reward – but there were no satisfaction differences between equity-reward and over-reward. However, in this transparent setting, one customer’s over-reward is another customer’s under-reward. Given that the service firm wants to boost each customer’s satisfaction, then, our results offer support for the argument that service variability should be kept at bay.
Session 14.12:
Room: SP.s.16 Session chair: Filipe Jorge Fernandes Coelho, Faculty of Economics, University of Coimbra
How The Personality Of A Brand Impacts The Perception Of Different Dimensions Of Quality Julian Clemenz, RWTH Technical University Aachen Anne Willach, RWTH Technical University Aachen Malte Brettel, RWTH Technical University Aachen Robert Schmitt , RWTH Technical University Aachen Timo Möller, RWTH Technical University Aachen This study investigates the impact of brand personality on different quality dimensions for durable consumer goods (Ease-of-use, Versatility, Durability, Serviceability, Performance, Prestige). Data was collected in an experimental setting with both a strong and a weak brand, as well as a high and a low quality product. The results show a significant positive impact of brand personality on the evaluation of Serviceability, Performance and Prestige. These findings underline the importance of creating a strong brand personality to support the perceived quality of a product. Keywords: branding, quality, durables
Keywords: service variability, service encounters, perceived justice, customer satisfaction
Market Orientation And Brand Orientation: Drivers Of SME Performance?
The Moderating Impact Of Age On Post-Complaint Behavior
Tommi Laukkanen, Joensuu University Sasu Tuominen, University of Eastern Finland Helen Reijonen, University of Eastern Finland
Holger Roschk, Ilmenau Technical University Jana Müller, Ilmenau Technical University Katja Gelbrich, Ilmenau Technical University This study examines the moderating effect of age on the relationships from justice dimensions (distributive justice, procedural justice, interactional justice) to post-complaint satisfaction, and from post-complaint satisfaction to customer behavioral intentions (repurchase, positive word-of-mouth (WOM)). Using multigroup structural equation modeling, it is shown in a representative sample of 392 consumers that distributive justice and interactional justice have a greater effect on post-complaint satisfaction among older complainants than among younger complainants, whereas the opposite applies to procedural justice. Moreover, the effect of postcomplaint satisfaction on the two behavioral intentions is found to be
The aim of this study is to examine if the elements of market orientation affect brand orientation, and if brand orientation, in turn influences brand performance and finally, business performance in the context of SMEs. An online questionnaire was sent to 4502 SMEs in Finland and 490 effective responses were received. Hypotheses of the relationships between the constructs were formulated. The results of SEM indicate that customer orientation, followed by interfunctional coordination, has the strongest effect on brand orientation, while competitor orientation has a low effect. Moreover, brand orientation has a substantial impact on brand performance and brand performance affects business performance. However, brand orientation has only a weak direct effect on business performance. Keywords: market orientation, brand orientation, brand performance, business performance, SMEs
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From Personal Values To Store Brand Purchase Alcina Teresa Gaspar Ferreira, ESTG - LEIRIA School of Technology and Management Filipe Jorge Fernandes Coelho, University of Coimbra Leslie De Chernatony, Università della Svizzera italiana, Lugano and Aston Business School Consumers’ adoption of store brands has been steadily increasing. Research has emerged on the factors fuelling consumers’ purchase of store brands but has not considered how consumers’ personal values influence the adoption of these brands. Accordingly, we investigate how personal values relate to price perceptions to influence brand choice, by testing a hierarchical model of the effects of personal values on store brand purchase using a nationwide sample of 250 consumers. The results indicate that the effects of personal values on store brand purchase is mediated by price perceptions, brand loyalty and store brand attitude.
EMAC - European Marketing Academy
Friday – 16:00-17:40
Retailers increasingly use in-store events in order to (1) provide customers with an unique shopping experience and (2) differentiate from competitors. This study investigates the impact of in-store events on customers’ attitudes towards the retail brand. The authors develop and empirically test a model of event image, event satisfaction, and retail brand attitudes using structural equation modeling. Results provide strong empirical evidence for the role of in-store events in retailing as they reveal significant support for three of the four hypothesized relationships and thus, highlight the role of events as important communication measures in retailing. Implications of the study are discussed for researchers and managers. Keywords: event image, event satisfaction, retailing, retail brand attitudes
Keywords: store brands, national brands, personal values, price perceptions, consumer behavior
Details And Big Pictures: Consumer Use Of Actual Prices And Price Images When Choosing A Store
Session 16.06:
Carlos Lourenco, Erasmus University Rotterdam Els Gijsbrechts, Tilburg University
Retailing, Channel Management and Logistics Room: SP.2.10 Session chair: Anja Geigenmüller, Technical University Freiberg
Impact Of Store Level Promotions, Price Consciousness And Brand Image On Impulse Purchase: Analysing The Inter-Construct Interactions Paurav Shukla, University of Brighton Berhan Kaya, University of Brighton Sinan Esen, University of Brighton Zahra Fazeli, University of Brighton Ross Newell, University of Brighton Sasitorn Srisamai, University of Brighton This paper develops and tests a conceptual model of the effects of store level promotions, price consciousness and brand image on impulse purchase. It provides simultaneous measurement of inter-construct interactions and explores the moderating role played by store level promotions. Results indicate that brand image is one of the strongest influencers on impulse purchase followed by store level promotions. Price consciousness does not significantly impact impulse purchase directly however, in the presence of store level promotion the relationship becomes significant. The findings can assist retail managers in developing a better segmentation and marketing strategy for impulsively purchased products. Keywords: store level promotions, price consciousness, brand image, prior knowledge, social influences, impulse purchase
In-Store Themed Events In Retailing: An Empirical Examination Marko Schwertfeger, Technical University Freiberg Alexander Leischnig, Technical University Freiberg Margit Enke, Technical University Freiberg
In this paper, we develop an individual-level model of store choice with heterogeneous effects that includes short-term, weekly prices and long-term shaped store price images (SPI), simultaneously. We account for the fact that price images are not independent from prices using a dynamic Bayesian learning model in which prices are the basis of SPI updating over time. On the basis of individual posterior parameters we are also able to identify who are the consumers sensitive to prices and price images (or both) and/or to non-price cues. We explore which consumer characteristics may explain differences in sensitivity to different price information. Finally, we use our estimates to illustrate how price changes affect store traffic, both directly and mediated through dynamic SPIs held by consumers. Keywords: store choice, store price image, prices, consumer learning, Bayesian estimation.
Store Trust’s Antecedents And Impacts On Store Loyalty: Some Preliminary Results In The Fashion Sector Monica Grosso, Bocconi University Sandro Castaldo, Bocconi University Katia Premazzi, Bocconi University In order to help retailers in developing long-term relationships with customers, the authors develop and test a model investigating which are the main antecedents of store trust and analyzing the moderating effect of trust on the relationship between the retailing mix levers and store loyalty. Data have been collected in three sectors with different level of commitment toward the product category sold in the store: grocery, fashion and pharmaceutical. Data analysis is still in progress,hence the paper presents some preliminary results on the fashion sector. These results identify private label as the main antecedent of trust, and show a scarce importance of the assortment in developing trust. Assortment appears as a key determinant of store loyalty, but only for customers that show a high trust in the store. Keywords: trust, store loyalty, retailing
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Poster Sessions
The Six Senses: The Essentials of Marketing
Poster Sessions Thursday, 3 June, 11:30-13:30 Main Hall
Poster Sessions
39th EMAC Conference
COPING WITH SERVICE FAILURES: THE EFFECT OF SELF-CONSTRUAL ON CONSUMER COPING STRATEGY Chan Nga Cheng, Ho Ying
University of Macau
CONSUMERS´ INTENTION TO PURCHASE COUNTERFEITS - IMPLICATIONS FROM CULTURALLY DIVERSE COUNTRIES
Karin Pennemann, Markus Taube, Margot Loewenberg Trier University
BRAND EXPERIENCE DIMENSIONS
Track 1: Advertising, Promotion and Marketing Communication AESTHETIC PERCEPTION AMONG ADOLESCENTS: APPLICATION TO ADVERTISEMENTS
Joelle Lagier, Pascale Ezan Rouen Business School
TO WHAT EXTENT DOES EXPERT JUDGMENT DIFFER FROM CONSUMER JUDGMENT? AN APPLICATION ON ATTITUDE TOWARD THE ADVERTISING
Meriem Elayoubi IAE Université Toulouse 1 Capitole
TRADE FAIRS AND THE CONSUMER EXPERIENCE
Eeva-Katriahola Aalto University School of Economics
Track 2: Business-to-Business Marketing and Networks VALUE, DEPENDENCE OF SUPPLIER AND LONG-TERM ORIENTATION: OUTCOMES FOR B2B COMMERCE IN THE TRAVEL INDUSTRY
María-Eugenia Ruiz-Molina University of Valencia
MARKETING OF INTEGRATED SOLUTIONS – THE IMPACT OF THE SIXTH SENSE?
Olavi Uusitalo, Nina Helander Tampere University of Technology
SELECTING SPONSORSHIP PARTNERS & DEVELOPING THE SPONSORSHIP DEAL: A CASE STUDY IN FOOTBALL
Pinelopi Athanassopoulou University of Peloponnese
CUSTOMER EXPECTATIONS IN B2B RELATIONSHIPS: A STUDY IN THE SOFTWARE INDUSTRY
Sara Parry Bangor University
Track 3: Consumer Behaviour CONSUMER FANATICISM: CONCEPT AND MEASUREMENT
Alexandra Langer Freie Universität Berlin
BELIEFS AND MISCONCEPTIONS ABOUT WORD OF MOUTH
Allan J. Kimmel ESCP Europe
THE PERCEPTION OF SYMBOLS RELATING TO THE CONSERVATION OF TEXTILE AND BRAZILIAN CONSUMERS
Carmen Lidia Ramuski, Mauro Maia Laruccia Pontifícia Universidade Católica de São Paulo AMBIENT CUES’ CONGRUENCY IS NOT ALWAYS NECESSARY: WHEN SOME SENSES TAKE PRECEDENCE OVER THE OTHERS
Caroline Ardelet Massieu, Gwenaëlle Briand Decre Université Paris-Dauphine
Elder Semprebom, Mirian Palmeira, Paulo Prado CEPPAD/UFPR – Federal University of Parana BRAND ALLIANCES: WHAT IS BRAND CONGRUITY
Inès Jeridi ESCP Europe and Université Paris Est
SELF-PRODUCT CONGRUENCE: IMAGEPERCEPTIONS OF POSTMODERN OUTDOOR-APPAREL CONSUMERS
Jan Breitsohl, Marwan Khammash, Gareth Griffiths Bangor University FRENCH VERSUS ITALIAN TOUCH: HOW ARE PERFUME ADS PERCEIVED BY CONSUMERS?
Jean-Marc Décaudin, Meriem Elayoubi IAE Université Toulouse 1 Capitole / Toulouse Business School NOT SEXY, BUT RICH. THE DIVERSITY OF ELDERLY CONSUMERS: A CLUSTER ANALYSIS
Jessica Hohenschon Maastricht University
CONSUMER’S VULNERABILITY AFTER THE FLOODINGS IN BLUMENAU – SC – BRAZIL
Jouliana Jordan Nohara, Fabrícia Duerix Zucco, Luciana Helena Crnkovic, Maria dos Remédios Antunes Magalhães, Claudia Rosa Acevedo UNINOVE (Universidade Nove de Julho) AN ANALYSIS OF THE AFRO-DESCENDANT CHARACTERS PARTICIPATION IN COMICS:
Jouliana Jordan Nohara, Sibele Gomes de Santana Faria, Claudia Rosa Acevedo, Luciana Passos Marcondes, Cibele Barsalini UNINOVE (Universidade Nove de Julho)
DOES EXCITEMENT IMPROVE MALL´S ECONOMIC PERFORMANCE?
María Avello, Diana Gavilán, Carmen Abril, Francisca Blasco Madrid Complutense University VALUE AND TECHNOLOGY IN RETAILING: DOES CUSTOMER AGE MATTER?
María-Eugenia Ruiz-Molina University of Valencia
TOWARDS A BEHAVIORAL MODEL OF CONSUMER ETHICS AND ATTITUDES
Mary McKinley ESCEM Tours-Poitiers
CAMPAIGN ANTI-SMOKER APPROPRIATELY PLACED ON PACKS OF CIGARETTES AND BRAZILIAN YOUNG SMOKERS: A STUDY ON CONSUMER PERCEPTION AS PART OF THE INFORMATION PROCESS
Mauro Maia Laruccia, Carmen Lidia Ramuski Pontifícia Universidade Católica de São Paulo and Universidade Braz Cubas
CONSUMER CHOICE OF REFERENCE POINTS: A HIERARCHICAL CATEGORIZATION
Theodoros Tarnanidis, Nana Owusu-Frimpong, Ruth Marciniak London Metropolitan Business School
THE AUTHENTICITY OF THE MEETING BETWEEN WINE CONNOISSEURS AND WINE PRODUCERS: EXPERIENCING THE “JURANÇON OPEN DAY“ EVENT THROUGH THE FIVE SENSES Thierry Lorey
University Toulouse 1 / Pau Business School EXPLORING THE INFLUENCE OF SELFREGULATORY FOCUS ON CONSUMER ETHICAL BELIEFS
Tine De Bock, Patrick Van Kenhove Department of Marketing - University College Ghent & Ghent University
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Track 4: Innovation and New Product Development DEVELOPING A MEASUREMENT SCALE FOR CONSUMER INNOVATIVENESS IN THE RARELY PURCHASED PRODUCT SITUATION
Nasir Salari University of Birmingham
IDENTIFICATION OF CUSTOMERS’ TRAVEL EXPERIENCE REQUIREMENTS: UNDERSTANDING BUS TRAVEL EXPERIENCES
Rui Alexandre Salgado Carreira Faculdade de Engenharia da Universidade do Porto
The Six Senses: The Essentials of Marketing
CROSS- CULTURAL STUDY OF CLOTHING DEPRIVATION AND CLOTHING DECISION CRITERIA IN KOREAN AND TAIWANESE YOUNG WOMEN
Seunghee Lee Sookmyung Women’s University
Track 6: Marketing in Emerging and Transition Economics HOW USE THE PRICING STRATEGIES AND TACTICS THE ROMANIAN PRODUCERS
Track 8: Marketing Research and Research Methodology DO THE TEMPORALITY AND THE CONTROL OF GIFT LOTTERY AFFECT THE INCENTIVE EFFECTIVENESS ON A WEB SURVEY?
Caroline Cloonan University Paris Dauphine
UNMASKING PINOCCHIO, ONCE FOR ALL: APPLYING LIE DETECTION TECHNIQUES TO OVERCOME THE SOCIAL DESIRABILITY BIAS
Daniel Serbanica, Diana Vranceanu The Bucharest Academy of Economic Studies
Isabella Soscia, Giulia Miniero, Alessandro Arbore Bocconi University
Track 5: International and CrossCultural Marketing
DESTINATION IMAGE MECHANISMS IN TRANSITIONAL ECONOMIES
RESEARCH IN MARKETING TO THE SENSES- CURRENT STATUS AND FUTURE CHALLENGES
ANIMES AND TRIBES FORMATION: A STUDY OF VALUES AND CONSUMPTION BEHAVIORS
WHERE MOMS GO SHOPPING: USING KEY BRAND VALUES TO FORM CONSUMER PREFERENCES FOR RETAIL CHAINS SELLING GOODS FOR CHILDREN
Eduardo Correa de Godoy, Claudia Rosa Acevedo, Jouliana Jordan Nohara USP-University of Sao Paulo and UNINOVEUniversidade Nove de Julho DO CULTURAL DIFFERENCES INFLUENCE SATISFACTION IN CROSS-NATIONAL BUYER-SELLER RELATIONSHIPS? Gøril Voldnes
Nofima - Norwegian Institute of Food, Fisheries and Aquaculture Research THE PREVIOUS KNOWLEDGE OF THE PLACE OF ORIGIN: ITS MODERATING EFFECT
Rosa M. Rodriguez-Artola, Enrique BignéAlcañiz Universitat Jaume I, University of Valencia
Tanja Kesic, Goran Vlasic, Marija Jakeljic University of Zagreb
Elina Arustamyan, Olga Saginova Plekhanov Russian Academy of Economics
Track 7: Marketing of Public and Non-Profit Organisations POLITICAL MARKETING IN A DEVOLVED WALES: THE RELATIONSHIP BETWEEN WELSH LABOUR AND THE LABOUR PARTY
Peter Reeves Salford Business School, The University of Salford
Poster Sessions
39th EMAC Conference
WHAT DRIVES CUSTOMER PROFITABILITY? - GETTING INSIGHTS FROM THE SATISFACTION-PROFIT-CHAIN
Arne Floh WU Vienna
Track 10: Marketing Theory ANTECEDENTS OF VALUE CREATION IN A GENERAL THEORY OF MARKETING
Lars Nautrup Aalborg University
Track 12: New Technologies and E-Marketing
SUBSET DESIGNS IN CONJOINT ANALYSIS
ARE HAPPINESS AND TRUST RELEVANT FOR CONSUMERS’ LOYALTY IN THE ONLINE ENVIRONMENT? A CONCEPTUAL MODEL WITH MODERATING AND MEDIATING VARIABLES FOR SOCIAL VIRTUAL WORLDS.
Rubén Huertas-Garcia Universitat de Barcelona
Jaqueline Canuto, Paulo Rita ISCTE - Business School - Lisbon
BUILDING BRAND AS A PERSON METAPHOR: A REFLEXIVE APPROACH
DRIVERS OF E-BRAND ATTITUDE. A STRUCTURAL MODELING APPROACH
Salim Azar University of Paris Dauphine
Maria Vernuccio, Angelo Giraldi, Camilla Barbarossa, Federica Ceccotti Sapienza University of Rome
Track 9: Marketing Strategy and Leadership
CHARACTERIZATION OF POTENTIAL BUYERS IN MOBILE COMMERCE Sonia San Martín, Blanca López
Oren Dayan Nelson Mandela Metropolitan University (NMMU)
IS INTERNATIONALIZATION A PERTINENT CRITERIUM FOR BANK MANAGERS WHEN THEY REPUTE THEIR CLIENTORGANIZATIONS? RESULTS FROM AN EMPIRICAL STUDY.
Cristina Ribeiro, Joaquim Borges Gouveia, Ricardo Jorge Pinto Aveiro University and Universidade Fernando Pessoa
Universidad de Burgos, Universidad Pablo de Olavide SYNERGIES BETWEEN INFORMATION SEARCH AND PURCHASE CHANNELS IN A MULTICHANNEL SETTING
Raquel Chocarro Universidad Pública de Navarra
267
268
Poster Sessions
Track 13: Pricing and Financial Issues in Marketing MANAGING THE PRICING OF INTEGRATED SOLUTIONS IN EXPORT PARTNERSHIPS
Liisa-Maija Sainio, Sami Saarenketo Lappeenranta University of Technology, School of Business
CONSUMERS’ ATTITUDES TOWARD LARGE OR COMPLEX SALES PROMOTIONS: THE MODERATING EFFECT OF SKEPTICISM
Pauline De Pechpeyrou, Philippe Odou University of Lille 2
Track 14: Product and Brand Management BRAND LIFTING THROUGH VISUAL REJUVENATION
The Six Senses: The Essentials of Marketing
THE IMPACT OF SENSORY BRAND EXPERIENCES ON LOYALTY AND SWITCHING BEHAVIOURS
Clarinda Adélia Martins de Castro Sousa Rodrigues Faculdade de Economia da Universidade do Porto STRATEGIC OPTIONS FOR BRANDING PRIVATE LABEL PORTFOLIOS
Diederich Bakker Hanze University of Applied Sciences Groningen PACKAGING AND EXPERIENTIAL BENEFITS. THE CASE OF PROBIOTIC DRINKS
Maria Colurcio, Melia M., Caridà A., Tregua M. University Magna Graecia of Catanzaro WHAT COMES FIRST IN BRAND DECLINE LOWER LOYALTY OR LOWER PATRONAGE Samantha Buxton Bangor University ASYMMETRIC EFFECTS OF PRODUCT LINE EXTENSIONS TO LOWER AND HIGHER QUALITY
Brigitte Müller, Bruno Kocher University of Lausanne
Timothy B. Heath ESSEC Business School
ATTITUDES TOWARD LUXURY PRODUCTS, COUNTERFEITS AND IMITATIONS: THE IMPACT OF CONFORMITY, SELF AND FASHION CONSCIOUSNESS
Track 15: Relationship Marketing
Brigitte Müller, Bruno Kocher, Vincent Chauvet University of Lausanne
CORPORATE BRAND VALUATION MODELS – THEORY AND PRACTICE: A PROPOSED FRAMEWORK FOR CORPORATE VALUE CREATION AND AN EMPIRICAL INVESTIGATION OF METHODS USED ACROSS COUNTRIES
Chris Halliburton, S. Bach ESCP Europe
THE SIXTH SENSE OF AGENTS IN CALL CENTERS
Christine Balagué Institut Telecom-Telecom School of Management ROLE OF FREQUENT FLYER PROGRAMS IN FOSTERING LOYALTY AMONG AIRLINE SERVICE CUSTOMERS
Durdana Ozretic-Dosen, Martina DragojevicTrcol, Vatroslav Skare University of Zagreb ON THE DIFINITION OF CRISES AND THEIR TYPOLOGIES
Ioannis Kechagias Hellenic Open University
Poster Sessions
39th EMAC Conference
Track 16: Retailing, Channel Management and Logistics
Track 19: Social Responsibility, Ethics and Consumer Protection
THE INFLUENCE OF COMPANY LOCATION AND SIZE ON DISTRIBUTION PROBLEMS, MARKETING-MIX ELEMENTS AND CHANNEL RELATIONSHIPS IN THE FISHERY SECTOR IN GREECE
A WALK IN “ECOLABEL-LAND”: THE CASE OF HOUSEHOLD CLEANING PRODUCTS
Nikolaos Papavassiliou Athens University of Economics and Business
RETAIL BRAND BUILDING THROUGH PROMOTIONAL FLYERS. A STUDY THAT FOCUSES ON CATEGORY KILLERS
Roberto Manzano Antón Complutense University of Madrid
Track 18: Service Marketing EXPLORING DETERMINANTS OF CUSTOMER SATISFACTION IN A QUICK CASUAL RESTAURANT SETTING: AN EMPIRICAL INVESTIGATION OF SERVICE QUALITY, FOOD QUALITY, AND AMBIENCE QUALITY
Goetz Greve HSBA - Hamburg School of Business Administration
THE DISREGARDED IMPACT OF CLIENT SATISFACTION – A STUDY ON THE EFFECTS OF CLIENT SATISFACTION ON PROFESSIONAL SERVICES EMPLOYEE SATISFACTION AND RETENTION
Regina-Viola Frey German Graduate School of Management and Law (GGS)
BEYOND WORDS IN SERVICE ENCOUNTERS
Truels Dentler, Carolyn Costley, Lorraine Friend University of Waikato
Caroline Boivin, Fabien Durif University of Sherbrooke
THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY MESSAGES ON THE VALUATION OF BEER ADVERTISING
Marta Mas Machuca, Ruben Huertas-Garcia, Pep Simo Universidad Politecnica de Catalunya (UPC)
Track 20: Tourism Marketing ARE TOURISTS’ DEMOGRAPHIC FACTORS AFFECTING PROPENSITY TO STAY AT A HERITAGE DESTINATION? A LOGISTIC REGRESSION ANALYSIS INVESTIGATION
Dimitra Margieta Lykoudi Tilburg University
ONLINE VS. OFFLINE INFORMATION SOURCES IN TOURIST SERVICES
Maria Sicilia Murcia University
BRANDED SENSORY EXPERIENCES OF A CITY: CAN THEY BE TRANSMITTED ACROSS GENERATIONS
Nilgun Gurkaynak, Y. Can Erdem Izmir University of Economics
269
270
Index of Authors
Index of
The Six Senses: The Essentials of Marketing
AUTHORS
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
"The More I Enjoy The Experience, The More I Buy"
16.05
SP.2.10
14:0015:40
4 June
245
Francisco
The Influence Of Resources And Capabilities In Exporting: A Theoretical Model
05.04
SP.s.12
16:0017:40
3 June
191
Adamo
Giuseppe Emanuele
Firm’s Monitoring Of Brand Community: Evidence From A Qualitative Study
12.05
SP.2.05
09:0010:15
3 June
144
Addis
Michela
Realism And Fantasy In Motion Pictures: Transportation Under Debate
03.07
SP.s.01
10:4512:25
3 June
154
Adiguzel
Feray
Measures Of Compulsive Buying: Applications And Recommendations
05.03
SP.s.12
14:0015:40
3 June
175
Aitken
Robert
Co-Creation And A Sense Of Place
20.03
SP.s.12
09:0010:15
3 June
143
Alarcon Del Maria Del Amo Carmen
Adoption Of Social Networking Sites By Dutch Users
12.06
SP.2.05
16:0017:40
3 June
193
Albers
Soenke
An Individual Level Decomposition Of Salesperson Performance Using A Three Component Model
17.01
SP.s.07
09:0010:15
4 June
202
Albouy
Jeanne
An Affect Based Model Of Shocking Social Ads’ Effectiveness: Application To Charities’ Campaigns.
07.02
SP.s.03
10:4512:25
2 June
98
Aldás Manzano
Joaquín
Internet Interaction And Political Behavior: An Approach To Blogs As Adoption Channels For Participatory Political Roles
12.01
SP.2.05
09:0010:15
2 June
81
Algesheimer
Rene
The Surprising Effects Of SelfSelection In Customer Communities: Results From A Long-Term Field Investigation
03.01
SP.s.01
09:0010:15
2 June
75
Ali
Abdul Manan
Positioning Malaysia As A Tourist Destination Based On Tourists’ Perception, Satisfaction And Behavioural Intentions
20.04
SP.s.12
10:4512:25
3 June
159
Ali
Haider
Children’s Oral Health Services And Socio-Economic Deprivation: Theory Of Reasoned Action In Social Marketing
19.07
SP.s.10
14:0015:40
4 June
234
Allmann
Jan
External Versus Internal Price Search In Industrial Buying: The Moderating Role Of Customer Satisfaction
02.02
SP.s.07
16:0017:40
2 June
125
Althuizen
Niek
Marketing Management Support Sys- 12.04 tems: When Help Is Not Recognized
SP.2.05
16:0017:40
2 June
132
Altunbas
Yener
Marketing In The Music Industry:
12.01
SP.2.05
09:0010:15
2 June
81
Alves
Helena
How Students Perceive Value In Higher Education
07.01
SP.s.03
09:0010:15
2 June
82
Amraoui
Leila
Service Quality, Customer Value And Satisfaction Relationship Revisited Online
12.05
SP.2.05
09:0010:15
3 June
145
Last name
First name
Paper title
Abril
Carmen
Acedo
Page
271
272
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Attitude-Based Versus AttributeBased Consumer Decision-Making: The Effects Of Information Diagnosticity And Accessibility, And Processing Opportunity And Motivation
03.11
SP.s.10
16:0017:40
3 June
189
Leonidas
Exploring The Adoption Of Interactive Digital Television Services As A Retail Shopping Platform
12.07
SP.2.05
09:0010:15
4 June
207
Luisa
Tourism Networking In Major Events: 20.04 Auckland And Valencia’s Responses To Mounting The America’s Cup Regatta In 2003 And 2009
SP.s.12
10:4512:25
3 June
158
Using TAM to Examine Consumer Acceptance of a Mobile Phone Assisted Smoking Cessation Program in Australia
12.04
SP.2.05
16:0017:40
2 June
Last name
First name
Paper title
Anagnostidou
Zoi
Anastasakis Andreu
Andrews
Lynda
Page
Andreas
Exploring Alternative Approaches In Prioritizing Consumers’ Selection Criteria In A Service Setting
18.06
SP.s.14
16:0017:40
4 June
259
Andrus
Deborah
The Broken Promise: Quality Product Management To Product Safety Concerns
19.05
SP.s.10
09:0010:15
4 June
204
Ansari
Asim
About The Relationship Of Personal Networks And Individual Success
12.09
SP.2.05
14:0015:40
4 June
239
Anthony
Christina
Re-Lying On Lying
03.02
SP.s.01
10:4512:25
2 June
90
Anthony
Christina
Daydreaming: Basing Risky Decisions 03.08 On What Didn’t Happen
SP.s.01
14:0015:40
3 June
171
Antolín Lopez
Raquel
Fighting Climate Change: A Study Of European Citizens’ Pro-Environmental Behavior
19.02
SP.s.10
10:4512:25
2 June
91
Anuwichanont
Jirawat
Perceived Value Towards The World Heritage And The Moderating Effect Of Destination Familiarity
20.06
SP.s.12
10:4512:25
4 June
220
Arce-Urriza
Marta
Private Labels And National Brands Across Online And Offline Channels
12.10
SP.2.05
16:0017:40
4 June
257
Arendt
Sebastian
Understanding The Impact Of Internal Corporate Identity Management On External Corporate Image And Company Performance – A MultiIndustry Approach
14.04
SP.s.16
16:0017:40
2 June
137
Argyriou
Evmorfia
Vivid Web Site Images In The Brain; Animation Vs. Goal-Derived Processing
12.09
SP.2.05
14:0015:40
4 June
239
Asmussen
Bjoern
The Internet-Based Democratisation Of Brand Management – The Dawn Of A New Paradigm Or Dangerous Nonsense?
14.06
SP.s.16
10:4512:25
3 June
164
Session number
Last name
First name
Paper title
Room
Time
Date
Assiouras
Ioannis
Having Corporate Ability Or Corpo19.06 rate Social Responsibility Positioning: Building Strong Brands In Brand Crisis
SP.s.10
10:4512:25
4 June
217
Atalay
Selin
Self-Esteem As A Moderator Of The Effects Of Mortality Salience On Consumer Disposing Behavior
03.07
SP.s.01
10:4512:25
3 June
153
Auer-Srnka
Katharina J.
Household Structure And Dynamic Movements: A Life Cycle Perspective
03.01
SP.s.01
09:0010:15
2 June
76
Auer-Srnka
Katharina J.
Relationships Between Orientation, Convenience, Atmosphere, Shopping Value And Behaviour: Conceptual Model And Empirical Evidence
16.05
SP.2.10
14:0015:40
4 June
246
Auh
Seigyoung
Beyond Market Orientation: The Contribution Of Marketing Subunits To Firm Performance
09.03
SP.s.14
10:4512:25
4 June
224
Austen
Viola
The Role Of Decision History In Industrial Markets
02.04
SP.s.07
16:0017:40
3 June
185
Avello
María
"The More I Enjoy The Experience, The More I Buy"
16.05
SP.2.10
14:0015:40
4 June
245
Avlonitis
George
Exploring The Relative Power Of The Marketing And Sales Departments And Its Consequences
10.01
SP.s.03
14:0015:40
2 June
117
Avlonitis
George
Destination Branding: Qualitative Insights From The Hotel Industry
20.03
SP.s.12
09:0010:15
3 June
143
Ayadi
Kafia
Children Perception Of Store Atmosphere: Youth Consumers Are Not Miniature Adults
03.04
SP.s.10
14:0015:40
2 June
110
Aydinoglu
Nilufer
Do Size Labels Have A Common Meaning Among Consumers?
03.10
SP.s.01
16:0017:40
3 June
167
Backhaus
Klaus
Enhancing Negotiation Success Through A Good Batna And BuyerSeller Relationships – An Investigation Into The “black Box” Of Negotiations
02.02
SP.s.07
16:0017:40
2 June
123
Backhaus
Klaus
Practical Relevance Of Empirical Marketing Research: Exploring The Drivers Of Practical Relevance And The Relationship With Academic Quality
08.01
SP.s.08
16:0017:40
2 June
128
Backhaus
Christof
How Listed Companies Can Benefit From Their Retail Investors: Three Experimental Studies
15.03
SP.s.07
09:0010:15
3 June
140
Baghi
Ilaria
Cause Related Marketing And Country Of Origin Effect
19.04
SP.s.10
10:4512:25
3 June
155
Bajde
Domen
An Investigation Of Consumer Digital Piracy: The Antecedents Of Attitude And Intention
03.09
SP.s.10
14:0015:40
3 June
172
131
Andronikidis
Index of Authors
EMAC - European Marketing Academy
Page
273
274
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Consumer Ethnocentrism: Socially Imposed?
05.06
SP.s.12
16:0017:40
4 June
256
The Role Of “Consumer Need For Variety” And Product Typicality In Explaining Variation Of Country Of Origin Effects
05.06
SP.s.12
16:0017:40
4 June
256
Last name
First name
Paper title
Balabanis
George
Balabanis
George
Page
Balabanis
George
The Social Influence In Relationship Development Across Different Types Of Services
18.05
SP.s.14
14:0015:40
4 June
241
Balbo
Laurie
The Message Framing Of Health Communications: How To Elicit Higher Intention To Get An Annual Pap Test?
01.09
SP.s.05
09:0010:15
4 June
202
Baldauf
Artur
The Relative Impact Of Self Congruity And Perceived Value On Brand Attitude And Intention: A Study In A Low-Involvement Informational Product Category
14.11
SP.s.16
14:0015:40
4 June
243
Baltas
George
Introducing Evolutionary Modeling To Strategic Retail Decisions: Optimal Diversification Of Store Portfolios Through Genetic Algorithms.
11.02
SP.s.03
14:0015:40
4 June
240
Bande
Belen
Service Encounter Practices, Employee Service Orientation And Participation: Moderating Effect Of Chain Affiliation
20.04
SP.s.12
10:4512:25
3 June
158
Barrot
Christian
Complexity Vs. Network Effects: How Different Tariff Models Affect Referrals For A Telecommunication Service
18.01
SP.s.14
14:0015:40
2 June
119
Social Identity issues and the marketing and adoption of new food products
SIG 1
10:4512:25
2 June
Bartels
Jos
SP.2.16
Session number
Room
Time
Date
The Effect Of Cause-Related Marketing On Customer Attitudes: Evidence From A Field Study In The Retail Sector
01.10
SP.s.05
10:4512:25
4 June
212
Katja
The Zone Of Tolerance In The Context Of The Automobile Industry
05.03
SP.s.12
14:0015:40
3 June
176
Becker
Jan U.
Complexity Vs. Network Effects: How Different Tariff Models Affect Referrals For A Telecommunication Service
18.01
SP.s.14
14:0015:40
2 June
119
Becker
JanMichael
Segment Retention And Collinearity In Mixture Regression Analysis
08.03
SP.s.08
09:0010:15
4 June
204
Beckmann
Suzanne C. Consumers' Health Information Seeking Behaviour in the Food Market
SIG 4
SP.2.10
16:0017:40
2 June
59
Belisle
Jean-Francois
What Does My Avatar Say About Me? Consumer Self Presentation In Virtual Worlds
12.09
SP.2.05
14:0015:40
4 June
238
Bell
Simon
Beyond Market Orientation: The Contribution Of Marketing Subunits To Firm Performance
09.03
SP.s.14
10:4512:25
4 June
224
Bellou
Victoria
Investigating The Dimensions Of The Employer Brand
14.04
SP.s.16
16:0017:40
2 June
137
Belvaux
Bertrand
Cultural Values In International Segmentation: The Taste For Wine In China, Chile And France
05.01
SP.s.12
14:0015:40
2 June
113
Ben Amor
Imen
Effects Of Complex Price Communication On Its Perceived Fairness: Case Of A Sequential Communication Of The Total Price
13.01
SP.s.03
14:0015:40
3 June
178
Ben Mimoun
Mohammed Slim
SIG 9 U-Virtual Sales Agents: Ubiquity As The New Challenge For Multichannel Retailing
SP.2.10
10:4512:25
4 June
64
Benavent
Christophe
Vector Autoregressive (var) Persist15.02 ence Modeling To Test The Long Term Effects Of Loyalty Programs
SP.s.07
10:4512:25
2 June
88
Bender
Thomas
Aesthetic Product Design from a Behavioral, Neural, and Psychological Perspective
SIG 2
SP.2.10
14:0015:40
2 June
57
Bengtsson
Maria
Dynamics Of B2b Brand Equity: The Role Of Interdependencies In BuyerSeller Relationships
14.09
SP.s.16
09:0010:15
4 June
211
Benito
Leandro
Service Orientation And Quality
20.04
SP.s.12
10:4512:25
3 June
157
Berács
József
06.02 The Relationship Of The Three Components Of Market Orientation And Different Performance Measures In The Context Of Organizational Cultures
SP.2.05
14:0015:40
3 June
177
Last name
First name
Paper title
Bayón
Tomás
Becker
56
Bascoul
Ganael
Asymmetric Advertising Response
01.06
SP.s.05
10:4512:25
3 June
149
Bauer
Hans H.
Trading Off For The Effects Of Prioritization Perception And Status Consciousness On Customer Profitability
02.01
SP.s.07
14:0015:40
2 June
107
Bauer
Martina
Household Structure And Dynamic Movements: A Life Cycle Perspective
03.01
SP.s.01
09:0010:15
2 June
76
Bauer
Hans H.
Dare To Be Different: Assessing The Effect Of Organic Label In Brand Differentiation
14.11
SP.s.16
14:0015:40
4 June
243
Baumeister
Roy F.
Money is More than a Financial Resource: Merely Thinking about Money Lessens Pain
SIG 3
SP.2.16
14:0015:40
2 June
58
Baumeister
Roy F.
"There’s No “You” in Money: Remind- SIG 3 ers of Money Reduce People’s Motivation to be Socially Accepted "
SP.2.16
14:0015:40
2 June
58
Index of Authors
EMAC - European Marketing Academy
Page
275
276
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Impact Of Retail Internationalization On Kam Centralization
05.05
SP.s.12
14:0015:40
4 June
238
Marco
Product Proliferation and Consumer Willingness to Pay
SIG 8
SP.2.16
16:0017:40
3 June
63
Bhattacharya
C.B.
Using corporate social responsibility to strengthen employee and customer relationships
SIG 12
SP.2.16
16:0017:40
4 June
67
Biedenbach
Galina
Dynamics Of B2b Brand Equity: The Role Of Interdependencies In BuyerSeller Relationships
14.09
SP.s.16
09:0010:15
4 June
211
Bielecki
Andre
An Individual Level Decomposition Of Salesperson Performance Using A Three Component Model
17.01
SP.s.07
09:0010:15
4 June
202
Biemans
Wim
Taking Marketing-Sales Interface Research In A New Direction
17.01
SP.s.07
09:0010:15
4 June
203
Bigné Alcañiz
Enrique
Internet Interaction And Political Behavior: An Approach To Blogs As Adoption Channels For Participatory Political Roles
12.01
SP.2.05
09:0010:15
2 June
81
Bird
Geoff
Pre-Test Advertising – Proposing A New Validity Project
01.05
SP.s.05
09:0010:15
3 June
139
Blasco
Francisca
"The More I Enjoy The Experience, The More I Buy"
16.05
SP.2.10
14:0015:40
4 June
245
Blazevic
Vera
Customer Integration In New Service Development
04.02
SP.s.08
10:4512:25
2 June
94
Blazevic
Vera
Sales Through Service: Antecedents And Performance Consequences Of Selling In Customer Service Encounters
18.02
SP.s.14
16:0017:40
2 June
136
Blazevic
Vera
The Value Of Customer Co-Creation During The Innovation Process
04.06
SP.2.08
14:0015:40
4 June
235
Blohm
Inga
Advertising Contacts During Dinner - A Study On The Impact Of Tv Advertising In An Everyday Situation
01.08
SP.s.05
16:0017:40
3 June
184
Blut
Markus
“To Buy Or Not To Buy: That Is The Question” – Empirical Assessment Of Consumers’ Perceived Impact Of Ewom On Buying Decision
12.02
SP.2.05
10:4512:25
2 June
97
Bodur
Onur
What Does My Avatar Say About Me? Consumer Self Presentation In Virtual Worlds
12.09
SP.2.05
14:0015:40
4 June
238
Boeck
Harold
Are Consumers Ready To Accept Rfid Technology In Marketing?
12.04
SP.2.05
16:0017:40
2 June
132
Bogomolova
Svetlana
Nonconscious Influence Of Colour On Brand Choice
03.04
SP.s.10
14:0015:40
2 June
110
Boivin
Caroline
Green Products? You Said Green Products?
19.01
SP.s.10
09:0010:15
2 June
77
Last name
First name
Paper title
Berg
Bettina
Bertini
Page
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
Women’s Resistance To Idealized Images Of Feminine Beauty In Advertising
01.09
SP.s.05
09:0010:15
4 June
201
Sharad
The Surprising Effects Of SelfSelection In Customer Communities: Results From A Long-Term Field Investigation
03.01
SP.s.01
09:0010:15
2 June
75
Boso
Nathaniel
Market Orientation And Entrepreneurial Orientation As Drivers Of Product Innovation Success: A Study Of Exporting Firms
05.04
SP.s.12
16:0017:40
3 June
192
Bosshammer
Hendrik
Diverse National Grocery Market 16.02 Structures: An Explanatory Approach
SP.2.10
10:4512:25
2 June
103
Bothe
Stephanie
Do Good And Talk About It: The Importance Of Matching Self-Image And Image Of Csr Involvement
19.03
SP.s.10
09:0010:15
3 June
142
Botti
Simona
Take it Easy: A Metacognitive Account of Choice Regret
SIG 8
SP.2.16
16:0017:40
3 June
63
Boukis
Achilles
The Effect Of Culture On Internal Marketing And The Moderating Effect Of Employee Resistance To The Internal Marketing - Employee Satisfaction Relationship
18.04
SP.s.14
16:0017:40
3 June
197
Boutsouki
Christina
Sense Or Sensibility? Assessing The Power Of Experiential Design On Store Brand Personality
16.04
SP.2.10
10:4512:25
3 June
166
Boye
Heidi
Consumers' Health Information Seeking Behaviour in the Food Market
SIG 4
SP.2.10
16:0017:40
2 June
59
Brakus
Joško
Experiential Attributes and Preference Judgments: The Role of Processing Fluency
SIG 10
SP.2.16
10:4512:25
4 June
65
Braun
Erik
The Place Brand Centre – A Conceptual Approach For Place Branding And Place Brand Management
07.03
SP.s.03
09:0010:15
3 June
146
Bravo
Rafael
Ethical Strategies In Banking: The Role Of Corporate Social Responsibility And Price Fairness As Drivers Of Customer Loyalty
19.04
SP.s.10
10:4512:25
3 June
154
Bremer
Lucas
About The Relationship Of Personal Networks And Individual Success
12.09
SP.2.05
14:0015:40
4 June
239
Brendl
Miguel
Variety For Nothing
03.08
SP.s.01
14:0015:40
3 June
171
Bressolles
Gregory
Service Quality, Customer Value And Satisfaction Relationship Revisited Online
12.05
SP.2.05
09:0010:15
3 June
145
Brettel
Malte
The Moderating Role Of Organizational Development Stages On Technology-Based Smes' Strategic Pricing Of New Products And Services
13.02
SP.s.03
16:0017:40
3 June
195
Last name
First name
Paper title
Borau
Sylvie
Borle
Page
277
278
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
How The Personality Of A Brand Impacts The Perception Of Different Dimensions Of Quality
14.12
SP.s.16
16:0017:40
4 June
261
Els
The Effects Of A Liability-Reducing Loyalty Program Policy Change On Consumer Purchase Behavior
15.02
SP.s.07
10:4512:25
2 June
89
Els
Online Shopping Behaviour For Groceries: The Impact Of Product-Specific Purchase Barriers And Online Buying Experience
16.01
SP.2.10
09:0010:15
2 June
84
Last name
First name
Paper title
Brettel
Malte
Breugelmans Breugelmans
Page
Index of Authors
EMAC - European Marketing Academy
Session number
Last name
First name
Paper title
Room
Time
Date
Butori
Raphaelle
When Students Give Biased Respons- 08.02 es To Researchers: An Exploration Of Traditional Paper Vs. Computerized Self-Administration
SP.s.08
10:4512:25
3 June
Page
157
Buttriss
Gary
Consumer Choice And Nonownership Alternatives
03.01
SP.s.01
09:0010:15
2 June
76
Byrne
Derek V.
Integrating quality across the senses
SIG 1
SP.2.16
10:4512:25
2 June
56
Büttner
Oliver
Hedonic And Utilitarian Shoppers: Validating A Scale For Measuring Consumers’ Chronic Shopping Orientation
03.06
SP.s.10
16:0017:40
2 June
127
Büttner
Oliver
Compulsive Buying Behavior In Men: Insights Into Automatic Processes And Neural Correlates
19.07
SP.s.10
14:0015:40
4 June
233
Cabooter
Elke
Who Said That Looks Do Not Matter? The Effects Of Rating Scales On Response Styles
08.02
SP.s.08
10:4512:25
3 June
157
CachoElizondo
Silvia
Using TAM to Examine Consumer Acceptance of a Mobile Phone Assisted Smoking Cessation Program in Australia
12.04
SP.2.05
16:0017:40
2 June
131
CachoElizondo
Silvia
Creating Brand-Affection Capital Through Innovative Communication Strategies: The Case Of Michel & Augustin In France
14.08
SP.s.16
16:0017:40
3 June
199
Cadogan
John W.
Market Orientation And Entrepreneurial Orientation As Drivers Of Product Innovation Success: A Study Of Exporting Firms
05.04
SP.s.12
16:0017:40
3 June
192
Cadogan
John
The Organisational Culture Antecedents Of Service Delivery
18.04
SP.s.14
16:0017:40
3 June
197
Caemmerer Barbara
A Comparison Of Service Quality Expectations And Perceptions In The Public And The Private Sector
07.04
SP.s.03
10:4512:25
3 June
161
Calabretta
Giulia
The Takeoff Of Environmental Tech- 04.04 nologies: An Evolutionary Analysis Of Relevant Drivers
SP.s.08
14:0015:40
3 June
174
Bridson
Kerrie
Manifestations Of Brand Orientation Within Museums
07.03
SP.s.03
09:0010:15
3 June
145
Bridson
Kerrie
Co-Creation: An Exploratory Investigation Into The Construct And Its Dimensions
18.02
SP.s.14
16:0017:40
2 June
134
Briers
Barbara
Capitalism Breeds Invincibility
SIG 3
SP.2.16
14:0015:40
2 June
58
Broderick
Amanda
Emotions And Consumer Early Evaluations Of Really New Products (rnps)
04.07
SP.s.08
16:0017:40
4 June
254
Brodie
Roderick
The Dual Impact Of Switching Costs
15.04
SP.s.07
10:4512:25
3 June
152
Brodie
Roderick
Relative Influence Of Brand Image And Brand Trust On Customer Value And Loyalty: Further Empirical Results
18.05
SP.s.14
14:0015:40
4 June
242
Broekhuizen
Thijs
Dimensions, Antecedents And Consequences Of Consumers’ Perceptions Of Online Newspapers’ Interactivity
12.07
SP.2.05
09:0010:15
4 June
208
Bruce
Margaret
Brand Challenges for Design and Marketing
SIG 2
SP.2.10
14:0015:40
2 June
57
Bruhn
Manfred
Do Good And Talk About It: The Importance Of Matching Self-Image And Image Of Csr Involvement
19.03
SP.s.10
09:0010:15
3 June
142
Brunk
Katja H.
Consumer Perceived Ethicality: An Impression Formation Perspective
19.02
SP.s.10
10:4512:25
2 June
91
Bruyneel
Sabrina
Emotivational Self-Control
SIG 8
SP.2.16
16:0017:40
3 June
63
Campelo
Adriana
Co-Creation And A Sense Of Place
20.03
SP.s.12
09:0010:15
3 June
143
Brüggen
Elisabeth
Affect and advocacy conveyed in UGC: When does UGC become effective?
SIG 5
SP.2.16
16:0017:40
2 June
60
Campo
Katia
16.01
SP.2.10
09:0010:15
2 June
84
Burmann
Christoph
Measuring The Marketing Mix Influence On The Value Share Of New Fmcg Products
04.01
SP.s.08
09:0010:15
2 June
78
Online Shopping Behaviour For Groceries: The Impact Of Product-Specific Purchase Barriers And Online Buying Experience
Candi
Marina
04.07
SP.s.08
16:0017:40
4 June
253
Can Star Actors And Star Directors Reduce The Risk Of Box Office Failure? An Analysis Of Risk Effects Of Actors And Directors
04.01
09:0010:15
2 June
Weighing Smoke And Counting Mirrors: Measuring Attention To The 'Sixth Sense' In New Product Development
Candy
Jesse
The Dual Impact Of Switching Costs
15.04
SP.s.07
10:4512:25
3 June
152
Burmester
Alexa
SP.s.08
78
279
280
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Managing The Temporary Deterioration Of Customer Profitability: The Case Of The Credit Crunch
15.04
SP.s.07
10:4512:25
3 June
152
Angela
Time And Space For The Value CoCreation: Temporary Shop
15.03
SP.s.07
09:0010:15
3 June
140
Caridà
Angela
Value Co-Creation And Experience In Drugs Distribution: The Coop Health Corner
03.09
SP.s.10
14:0015:40
3 June
172
Carpenter
Gregory
Competitive Brand Differentiation: Choosing Between Being Better And Being Different
03.10
SP.s.01
16:0017:40
3 June
167
Carricano
Manu
A Model Of Customer Selection Using Predictive Measures Of Lifetime Value
15.04
SP.s.07
10:4512:25
3 June
151
Last name
First name
Paper title
Canhoto
Ana I.
Caridà
Page
Caruso
Eugene M.
"There’s No “You” in Money: Remind- SIG 3 ers of Money Reduce People’s Motivation to be Socially Accepted "
SP.2.16
14:0015:40
2 June
58
Casaló Ariño
Luis Vicente
Understanding Relationship Marketing In More Detail: The Role Of Consumer Happiness
15.05
SP.s.07
14:0015:40
4 June
231
Casaló Ariño
Luis Vicente
Understanding Relationship Marketing In More Detail: The Role Of Consumer Happiness
15.05
SP.s.07
14:0015:40
4 June
231
Cassiere
Francois
Market Orientation As Key Factor Of 05.05 Assimilation Of The Cultural Variable
SP.s.12
14:0015:40
4 June
237
Castaldo
Sandro
Store Trust's Antecedents And Impacts On Store Loyalty: Some Preliminary Results In The Fashion Sector
16.06
SP.2.10
16:0017:40
4 June
263
Castéran
Herbert
Vector Autoregressive (var) Persist15.02 ence Modeling To Test The Long Term Effects Of Loyalty Programs
SP.s.07
10:4512:25
2 June
88
Cebollada
Javier
Private Labels And National Brands Across Online And Offline Channels
12.10
SP.2.05
16:0017:40
4 June
257
Chakravarti Dipankar
Maintenance Versus Attainment Goals: Beyond Goal Difficulty
03.02
SP.s.01
10:4512:25
2 June
90
Chan
Ricky, Y.K.
Toward An Integrative Framework Of Counterfeit Purchase
19.01
SP.s.10
09:0010:15
2 June
77
Chang
Hsin Hsin
The Impact Of Partner Fit On The Intellectual Capital And Alliance Performance
02.01
SP.s.07
14:0015:40
2 June
108
Chaniotakis
Ioannis
Investigating The Dimensions Of The Employer Brand
14.04
SP.s.16
16:0017:40
2 June
137
Chaniotakis
Ioannis
The Role Of Price Satisfaction In Managing Customer Relationships: The Case Of Financial Services
15.04
SP.s.07
10:4512:25
3 June
151
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
“See Them, Hear Them, Trust Them”: Identifying Factors That Affect Cross-Buying Intention In The Retail Banking Context
15.04
SP.s.07
10:4512:25
3 June
151
Chris
An Exploration Of ‘successful’ Uk University Brands
07.01
SP.s.03
09:0010:15
2 June
83
Charry
Karine
Threat Appeals For Non-Profit Advertisements Of Healthy Food To Children: Impact Of Repetition On Both Effectiveness And Ethical Concerns.
07.02
SP.s.03
10:4512:25
2 June
98
Chattopadhyay
Amitava
Maintenance Versus Attainment Goals: Beyond Goal Difficulty
03.02
SP.s.01
10:4512:25
2 June
90
Chattopadhyay
Amitava
Variety For Nothing
03.08
SP.s.01
14:0015:40
3 June
171
Chattopadhyay
Amitava
Mood Matching: The Importance Of Fit Between Moods Elicited By Media Content And Advertisements
01.11
SP.s.05
14:0015:40
4 June
228
Chien
Pi-Hsuan Monica
The Role Of Articulation In Sponsorship Portfolio Communication
01.03
SP.s.05
14:0015:40
2 June
105
Chou
Ting-Jui
Changes In Chinese Consumption Values Under Economic Recession
06.01
SP.2.05
10:4512:25
3 June
160
Chou
Ting-Jui
Toward An Integrative Framework Of Counterfeit Purchase
19.01
SP.s.10
09:0010:15
2 June
77
Chreppas
Chrysovalantis
Factors Affecting Meeting Participation Intentions: The Case Of Academic Conference Tourism
20.01
SP.s.12
09:0010:15
2 June
80
Christensen
Lars Bech
Attitudes Towards Advertising On Facebook And The Implications For Continuation Intentions
12.06
SP.2.05
16:0017:40
3 June
194
Christodoulides
George
A Typology Of Online Users Based On 12.03 Emotions
SP.2.05
14:0015:40
2 June
115
Chrysochou
Polymeros
Repertoire And Frequency Of Consumption In Wine: Are Heavy Buyers More Loyal To Product Attributes?
14.05
SP.s.16
09:0010:15
3 June
147
Cillo
Paola
Shock ’n’ Shop. Exaggeration And Structural Alignment In A New Design Launch
03.08
SP.s.01
14:0015:40
3 June
171
Claeys
Christel
07.02 On The Effectiveness Of Commercials For Profit Vs. Non-Profit Brands: The Impact Of Emotional Appeal And Media-Context.
SP.s.03
10:4512:25
2 June
98
Claus
Bart
Once Bitten, Twice Shy: Attitudes Towards Humans Spill Over To Anthropomorphic Products
03.05
SP.s.01
16:0017:40
2 June
126
Last name
First name
Paper title
Chaniotakis
Ioannis
Chapleo
Page
281
282
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
On How To Deal With Harmed Brands. A Systematic Analysis Of The Impact Of Product-Harm Crises On Market Share And Category Purchases
01.06
SP.s.05
10:4512:25
3 June
149
Michel
Can Star Actors And Star Directors Reduce The Risk Of Box Office Failure? An Analysis Of Risk Effects Of Actors And Directors
04.01
SP.s.08
09:0010:15
2 June
78
Clement
Michel
The Power Of Stars Across Industries
14.05
SP.s.16
09:0010:15
3 June
147
Clemenz
Julian
How The Personality Of A Brand Impacts The Perception Of Different Dimensions Of Quality
14.12
SP.s.16
16:0017:40
4 June
261
Coelho
Filipe
Control Mechanisms And Goal Orien- 18.02 tations: Evidence From Frontline Service Employees
SP.s.14
16:0017:40
2 June
135
Last name
First name
Paper title
Cleeren
Kathleen
Clement
Page
Colliander
Jonas
Creative Or Effective Advertising? Comparing The Effects Of Brand Building And Sales Driven Advertising On Brand Equity.
01.10
SP.s.05
10:4512:25
4 June
213
Colurcio
Maria
Value Co-Creation And Experience In Drugs Distribution: The Coop Health Corner
03.09
SP.s.10
14:0015:40
3 June
172
Colurcio
Maria
Time And Space For The Value CoCreation: Temporary Shop
15.03
SP.s.07
09:0010:15
3 June
140
Constantinides
Efthymios
Adoption Of Social Networking Sites By Dutch Users
12.06
SP.2.05
16:0017:40
3 June
193
Cornwell
T. Bettina
The Role Of Articulation In Sponsorship Portfolio Communication
01.03
SP.s.05
14:0015:40
2 June
105
Costa
Claudia
The Determinants And Consequences Of Customer Oriented Solutions: Analysing The Role Of Financial Performance
04.03
SP.s.08
14:0015:40
2 June
113
Costabile
Michele
Did It Happen To Whom? New Insights Into The Relative Effect Of Positive And Negative Product Judgments On Wom
01.04
SP.s.05
16:0017:40
2 June
123
Cottet
Patrice
The Compared Effect Of Perceived Sensory Stimuli During The Shopping Experience
16.04
SP.2.10
10:4512:25
3 June
166
Cowley
Elizabeth
Re-Lying On Lying
03.02
SP.s.01
10:4512:25
2 June
90
Cowley
Elizabeth
Daydreaming: Basing Risky Decisions 03.08 On What Didn’t Happen
SP.s.01
14:0015:40
3 June
171
Croux
Christophe
Modeling Within- And Across-Customer Association In Lifetime Value With Copulas
SP.s.03
16:0017:40
4 June
258
11.03
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
An Investigation Of Consumer Digital Piracy: The Antecedents Of Attitude And Intention
03.09
SP.s.10
14:0015:40
3 June
172
Carman
More Than Just A Cigar: An Examination Of The Quality Of Ladders
08.01
SP.s.08
16:0017:40
2 June
128
Currás Pérez
Rafael
Tourism Networking In Major Events: 20.04 Auckland And Valencia’s Responses To Mounting The America’s Cup Regatta In 2003 And 2007
SP.s.12
10:4512:25
3 June
158
Czellar
Sandor
I’m An Expert ... Or Maybe Not? When Changing Personal Knowledge Perceptions Affects Information Processing
03.13
SP.s.01
14:0015:40
4 June
232
Da Mota Pedrosa
Alex
Customer Integration In New Service Development
04.02
SP.s.08
10:4512:25
2 June
94
Dall'Olmo Riley
Francesca
How Differentiated Are Branded Commodities: An Empirical Examination Of Consumer Attitudes And Behaviour
14.02
SP.s.16
10:4512:25
2 June
102
Dannewald
Till
Satisfaction, Recommendation And Market Share: New Insights Form The European Automotive Industry
09.03
SP.s.14
10:4512:25
4 June
225
Dawar
Niraj
Does Brand Prototypicality Help Or Hinder Consumer Acceptance Of Distant New-To-The-World Branded Product Innovations?
04.07
SP.s.08
16:0017:40
4 June
255
De Angelis
Matteo
Did It Happen To Whom? New Insights Into The Relative Effect Of Positive And Negative Product Judgments On Wom
01.04
SP.s.05
16:0017:40
2 June
123
De Angelis
Matteo
Competitive Brand Differentiation: Choosing Between Being Better And Being Different
03.10
SP.s.01
16:0017:40
3 June
167
De Bont
Cees
The Extended Decomposed Theory Of Planned Behaviour. A Framework For Investigating The Adoption Process Of Electric Cars
04.05
SP.s.08
16:0017:40
3 June
191
De Brentani Ulrike
A Typology Of Front-End Market Vision Capability Scenarios Of High-Tech Firms Involved In Radical Innovation
04.02
SP.s.08
10:4512:25
2 June
93
De Bruyn
Arnaud
Marketing Management Support Sys- 12.04 tems: When Help Is Not Recognized
SP.2.05
16:0017:40
2 June
132
De Bruyn
Arnaud
Optimizing Donations With Individually-Tailored Donation Grids: An Econometric Model Of Compliance And Generosity
11.02
SP.s.03
14:0015:40
4 June
241
De Canniére
Marie Hélène
The Role Of Past Behaviour On The Impact Of Direct Mail: An Empirical Analysis Using Rfm-Approach
01.06
SP.s.05
10:4512:25
3 June
150
Last name
First name
Paper title
Culiberg
Barbara
Cullen
Page
283
284
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Social Discourse Theory and Inquiry into Multi-Stakeholder Co-Creation of Brand Meaning
SIG 6
SP.2.10
14:0015:40
Leslie
From Personal Values To Store Brand Purchase
14.12
SP.s.16
De Pelsmacker
Patrick
The Extended Decomposed Theory Of Planned Behaviour. A Framework For Investigating The Adoption Process Of Electric Cars
04.05
De Ruyter
Ko
Sales Through Service: Antecedents And Performance Consequences Of Selling In Customer Service Encounters
18.02
Last name
First name
Paper title
De Chernatony
Leslie
De Chernatony
Time
Date
05.06
SP.s.12
16:0017:40
4 June
255
Astrid
How Hedonic And Utilitarian Service Attributes Moderate The Effect Of Antecedents On Service Quality
12.05
SP.2.05
09:0010:15
3 June
144
Dickinger
Astrid
Tourism Website Performance – An Alternative Measurement Approach
20.05
SP.s.12
09:0010:15
4 June
206
Diehl
Sandra
Cultural Typologies – How Valuable Are They For Market Segmentation?
05.01
SP.s.12
14:0015:40
2 June
114
Dimitriadis
Sergios
Consumer Relationship With The Brand: A Comparison Of Two Alternative Measurement Scales
15.05
SP.s.07
14:0015:40
4 June
230
Dimitriu
RaduMihai
The Dark Side Of Brand Extension Similarity
03.10
SP.s.01
16:0017:40
3 June
188
Dimitriu
RaduMihai
The Impact Of Negative Online Reviews: When Does Reviewer Similarity Make A Difference?
03.13
SP.s.01
14:0015:40
4 June
232
Dolnicar
Sara
An Initial Empirical Guide To Translating Between Different Answer Formats
08.02
SP.s.08
10:4512:25
3 June
156
Domma
Peter Wolfgang
An Experimental Investigation Of The Influence Of Virtual Community Characteristics On Consumers' Evaluations Of An Online Store
12.03
SP.2.05
14:0015:40
2 June
116
Dost
Florian
“BDM-Range” - A Coherent Alternative To Measure Willingness To Pay As A Range
08.01
SP.s.08
16:0017:40
2 June
129
Drengner
Jan
Collective Hedonic Services And Loyalty Intentions: The Role Of Customer Satisfaction, Psychological Sense Of Community, Emotional Experience, And Frequency Of Use
18.01
SP.s.14
14:0015:40
2 June
119
Drennan
Judy
Using TAM to Examine Consumer Acceptance of a Mobile Phone Assisted Smoking Cessation Program in Australia
12.04
SP.2.05
16:0017:40
2 June
131
Driesmans
Karolien
Ovulatory Cycle Effects On Women’s Attention To Prestige Goods
03.02
SP.s.01
10:4512:25
2 June
90
Driessen
Paul H.
Integrating multiple stakeholder issues in new product development
SIG 12
SP.2.16
16:0017:40
4 June
67
Dubois
David
Impact Of Age On Attitude Strength: Reconciling An Apparent Contradiction
03.11
SP.s.10
16:0017:40
3 June
189
Dunn
Steven
Nonconscious Influence Of Colour On Brand Choice
03.04
SP.s.10
14:0015:40
2 June
110
Durham
Emily
Does Facebook marketing pay?
SIG 5
SP.2.16
16:0017:40
2 June
60
First name
Paper title
3 June
61
Diamantopoulos
Adamantios
16:0017:40
4 June
262
Dickinger
SP.s.08
16:0017:40
3 June
191
SP.s.14
16:0017:40
2 June
136
The truth is out there. How other-focus differentially impacts perceived responsibility for negative usergenerated content.
SIG 5
SP.2.16
16:0017:40
2 June
60
Dechernatony
Leslie
Segmenting Brand Building Employees: A Profile Of Front-Line Employees In The Irish Service Sector
14.01
SP.s.16
09:0010:15
2 June
84
Dekimpe
Marnik
On How To Deal With Harmed Brands. A Systematic Analysis Of The Impact Of Product-Harm Crises On Market Share And Category Purchases
01.06
SP.s.05
10:4512:25
3 June
149
Del Río
Maria Luisa
Service Orientation And Quality
20.04
SP.s.12
10:4512:25
3 June
157
Delacroix
Eva
Are You An Early Bird Or A Nigt Owl? Why Are Diurnal Types Relevant For Marketing?
03.06
SP.s.10
16:0017:40
2 June
127
Delgado
Elena
Strategic Consistent Messages: Effects On Brand Image
01.07
SP.s.05
14:0015:40
3 June
168
DelgadoBallester
Elena
Hedonic Or Utilitarian Premiums?: The Role Of Product-Premium Fit
01.11
SP.s.05
14:0015:40
4 June
229
Dellaert
Benedict G.C.
The Transferability Of Knowledge Gained From Vertical Partners: Conflicting Moderating Effects Of Strong Ties
SpS 2
SP.2.16
14:0015:40
3 June
70
Desmet
Pierre
An Individual Measure Of Reference Prices Using Price Limits
13.01
SP.s.03
14:0015:40
3 June
179
Dewar
Alistair
A Comparison Of Service Quality Expectations And Perceptions In The Public And The Private Sector
07.04
SP.s.03
10:4512:25
3 June
161
Dholakia
Utpal M.
The Surprising Effects Of SelfSelection In Customer Communities: Results From A Long-Term Field Investigation
03.01
SP.s.01
09:0010:15
2 June
75
Does Facebook marketing pay?
SIG 5
16:0017:40
2 June
Utpal M.
Room
Home Country Bonds And Biases: Linkages And Impact On Purchase Intentions
Last name
Ko
Dholakia
Session number
Page
De Ruyter
SP.2.16
60
Index of Authors
EMAC - European Marketing Academy
Page
285
286
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Are Consumers Ready To Accept Rfid Technology In Marketing?
12.04
SP.2.05
16:0017:40
2 June
132
Fabien
Green Products? You Said Green Products?
19.01
SP.s.10
09:0010:15
2 June
77
Durrieu
Francois
Service Quality, Customer Value And Satisfaction Relationship Revisited Online
12.05
SP.2.05
09:0010:15
3 June
145
Eadie
Douglas
Children’s Oral Health Services And Socio-Economic Deprivation: Theory Of Reasoned Action In Social Marketing
19.07
SP.s.10
14:0015:40
4 June
234
East
Robert
Understanding Self-Reported Probabilities Of Giving Word Of Mouth
01.04
SP.s.05
16:0017:40
2 June
123
East
Robert
Conversation After Consumption
10.02
SP.s.03
16:0017:40
2 June
133
Ebling
Christine
If I Like You Once, Will I Like You Again?: Brand Carryover Effects On Mean And Variance In Related Discrete Choice Experiments
08.04
SP.s.08
10:4512:25
4 June
218
Eckert
Anne
The Impact Of Corporate Reputation: 09.03 Linking Publication Of Reputation Rankings And Share Prices
SP.s.14
10:4512:25
4 June
226
Egger
Marc
Listen To Your Customers! Using Consumer-Generated Content To Elicit Brand Image
08.01
SP.s.08
16:0017:40
2 June
129
Eggert
Andreas
Corporate Reputation And Customers’ Value Perceptions: A Dynamic Analysis
02.03
SP.s.07
14:0015:40
3 June
170
Eisend
Martin
Investigating The Relationship Between Gender Stereotyping In Advertising And Gender-Related Values In Society
01.09
SP.s.05
09:0010:15
4 June
201
Ellis-Chadwick
Fiona
Exploring The Adoption Of Interactive Digital Television Services As A Retail Shopping Platform
12.07
SP.2.05
09:0010:15
4 June
207
Ellonen
HannaKaisa
Double Jeopardy In Consumer Magazine Websites: The Roles Of Offline And Online Market Shares
14.02
SP.s.16
10:4512:25
2 June
101
Ellwood
Janie
A Comparison Between Text And Image Search In The Context Of Online Shopping For The Uk Women’s Fashion Industry
12.01
SP.2.05
09:0010:15
2 June
82
Emrich
Oliver
Motivational Directions In "fun"Oriented Online Behavior
10.02
SP.s.03
16:0017:40
2 June
134
Engeser
Stefan
Tracking Motivation Of Lead Users And Non-Lead Users In Workshops On Sustainability Innovations
04.06
SP.s.08
14:0015:40
4 June
236
Enke
Margit
Brand-Inherent Predictors Of Brand Loyalty: An Empirical Investigation
14.05
SP.s.16
09:0010:15
3 June
146
Last name
First name
Paper title
Durif
Fabien
Durif
Page
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
In-Store Themed Events In Retailing: An Empirical Examination
16.06
SP.2.10
16:0017:40
4 June
262
Christine
The Symbolic Value Of Self-Gift Consumer Behaviour: An Exploratory Study
03.14
SP.s.01
16:0017:40
4 June
251
Erfgen
Carsten
Does Image-Congruent Media Selection Influence Celebrity Endorsement Advertising Success?
01.07
SP.s.05
14:0015:40
3 June
168
Erfgen
Carsten
Hunting Vampires: Do Celebrity Endorsers Suck The Recall From The Brand?
01.12
SP.s.05
16:0017:40
4 June
247
Erlandsson
Susanna
Creative Or Effective Advertising? Comparing The Effects Of Brand Building And Sales Driven Advertising On Brand Equity.
01.10
SP.s.05
10:4512:25
4 June
213
Erz
Antonia
Advertising New Products: Exploring The Effects Of Information And Product Complexity On Consumers’ Responses
04.07
SP.s.08
16:0017:40
4 June
254
Esen
Sinan
Impact Of Store Level Promotions, Price Consciousness And Brand Image On Impulse Purchase: Analysing The Inter-Construct Interactions
16.06
SP.2.10
16:0017:40
4 June
262
Esmeralda
Crespo
Impact Of Online Sales Promotion Type On Internet User Recall
01.01
SP.s.05
09:0010:15
2 June
73
Esser
Silke
What Drives The People Working In Marketing, Sales, And R&d?
09.01
SP.s.14
10:4512:25
2 June
101
Euzéby
Florence
The Website : A New Tool For Performing Arts Theaters To Develop Motivation, Ability And Opportunity To Participate
07.04
SP.s.03
10:4512:25
3 June
162
Evans
Jody
Manifestations Of Brand Orientation Within Museums
07.03
SP.s.03
09:0010:15
3 June
145
Evans
Jody
Co-Creation: An Exploratory Investigation Into The Construct And Its Dimensions
18.02
SP.s.14
16:0017:40
2 June
134
Evanschitzky
Heiner
How Listed Companies Can Benefit From Their Retail Investors: Three Experimental Studies
15.03
SP.s.07
09:0010:15
3 June
140
Fam
Kim
Attitudes To Offensive Advertising In China: A Comparison With The West
06.01
SP.2.05
10:4512:25
3 June
160
Faraji-Rad
Ali
The Impact Of Negative Online Reviews: When Does Reviewer Similarity Make A Difference?
03.13
SP.s.01
14:0015:40
4 June
232
Farquhar
Jillian
The Internet-Based Democratisation Of Brand Management – The Dawn Of A New Paradigm Or Dangerous Nonsense?
14.06
SP.s.16
10:4512:25
3 June
164
Last name
First name
Paper title
Enke
Margit
Ennew
Page
287
288
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
The Impact Of An Endorser’s Race And Celebrity Status On Consumers’ Evaluations Of Advertisements.
01.12
SP.s.05
16:0017:40
4 June
247
Parent Brand Evaluation After PriceBased Brand Extensions: The Impact Of Brand Concept And Extension Direction
14.07
SP.s.16
14:0015:40
3 June
182
Last name
First name
Paper title
Faseur
Tineke
Fassnacht
Martin
Page
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
How Forced Use Of TechnologyBased Self-Service Affects Consumers’ Post-Adoption Evaluation: The Role Of Technology And Service Expertise
18.03
SP.s.14
14:0015:40
3 June
180
Marieke
The Effects Of Online ExperienceBased Marketing Communication On Consumer Responses
01.04
SP.s.05
16:0017:40
2 June
122
Frías Jamilena
Dolores Mª
The Measurement Of The Rural Tourist Overall Experience Through Perceived Value
20.06
SP.s.12
10:4512:25
4 June
220
Last name
First name
Paper title
Frambach
Ruud
Fransen
Page
Fazeli
Zahra
Impact Of Store Level Promotions, Price Consciousness And Brand Image On Impulse Purchase: Analysing The Inter-Construct Interactions
16.06
SP.2.10
16:0017:40
4 June
262
Feiereisen
Stephanie
Emotions And Consumer Early Evaluations Of Really New Products (rnps)
04.07
SP.s.08
16:0017:40
4 June
254
Frick
Bernd
Corporate Reputation And Customers’ Value Perceptions: A Dynamic Analysis
02.03
SP.s.07
14:0015:40
3 June
170
Felix
Michel
"Using Overall Impression Measurement to Stimulate Multi-Channel Buying Behaviors"
SIG 9
SP.2.10
10:4512:25
4 June
64
Fries
Anne
"My Vote For My Mailman“: Designing Communication Campaigns With Reciprocity
01.07
SP.s.05
14:0015:40
3 June
167
Fernandes Coelho
Filipe Jorge
From Personal Values To Store Brand Purchase
14.12
SP.s.16
16:0017:40
4 June
262
Fritsch
Elisabeth
05.06
SP.s.12
16:0017:40
4 June
255
Fernández
Estela
The Best Of Two Worlds: The Multichannel Customer'S Service Experience
16.05
SP.2.10
14:0015:40
4 June
245
Home Country Bonds And Biases: Linkages And Impact On Purchase Intentions
Frow
Pennie
10.01
SP.s.03
14:0015:40
2 June
117
Ferreira
Marco
The Relevance Of Market-Related Determinants On Smes Entry Mode Strategies
05.02
SP.s.12
16:0017:40
2 June
130
A Conceptual Model For Value CoCreation: Designing Collaboration Within A Service System
Frösén
Johanna
Market Orientation Profiles Of Finnish Companies
09.02
SP.s.14
10:4512:25
3 June
162
Fetscherin
Marc
Predecessor And Effects Of Brand Love: Applying Parasocial Love Theory To Consumer Brand Relationships
14.08
SP.s.16
16:0017:40
3 June
199
Füller
Johann
The Darkside of Co-Creation – How to deal with angry community members?
SIG 6
SP.2.10
14:0015:40
3 June
61
Fischbach
Kai
Listen To Your Customers! Using Consumer-Generated Content To Elicit Brand Image
08.01
SP.s.08
16:0017:40
2 June
129
Füller
Johann
Engaging Avatars For Effective CoCreation
04.06
SP.s.08
14:0015:40
4 June
235
Gabrielson
Peter
SP.s.14
260
Understanding Relationship Marketing In More Detail: The Role Of Consumer Happiness
15.05
SP.s.07
14:0015:40
4 June
231
16:0017:40
4 June
Carlos
I Did Not Get The Same As The Other Customer! An Examination Of The Effects Of Under-Reward, EquityReward, And Over-Reward In The Transparent Service Encounter
18.06
Flavián
Fleck
Nathalie
How Could The Congruence Model Explain Co-Branding Effectiveness?
14.03
SP.s.16
14:0015:40
2 June
120
Gao
Hongzhi
19.06
SP.s.10
10:4512:25
4 June
218
Floh
Arne
A Multidimensional Conceptualisation Of The Customer Value-Loyalty Chain From A Consumption-System Perspective
15.05
SP.s.07
14:0015:40
4 June
230
The Crucial Role Of Sincerity In An Effective Corporate Apology: An Overlooked Dimension
García
Teresa
Service Orientation And Quality
20.04
SP.s.12
10:4512:25
3 June
157
Florack
Arnd
Hedonic And Utilitarian Shoppers: Validating A Scale For Measuring Consumers’ Chronic Shopping Orientation
03.06
SP.s.10
16:0017:40
2 June
127
García De Frutos
Nieves
Fighting Climate Change: A Study Of European Citizens’ Pro-Environmental Behavior
19.02
SP.s.10
10:4512:25
2 June
91
GarcíaGarazo
Teresa
Service Encounter Practices, Employee Service Orientation And Participation: Moderating Effect Of Chain Affiliation
20.04
SP.s.12
10:4512:25
3 June
158
Garnier
Marion
Perceived Realism And Virtuality: The Impact Of Sensory Experiences On A 3d Commercial Website
12.09
SP.2.05
14:0015:40
4 June
239
Florack
Arnd
Compulsive Buying Behavior In Men: Insights Into Automatic Processes And Neural Correlates
19.07
SP.s.10
14:0015:40
4 June
233
Foscht
Thomas
Does Endorsing Product Brands By Corporate Branding Pay Off? A MultiCountry Study
14.04
Sp.s.16
16:0017:40
2 June
136
289
290
Index of Authors
The Six Senses: The Essentials of Marketing
Last name
First name
Paper title
Garnier
Marion
Gaspar Ferreira Gassmann
Session number
Room
Time
Date
Page
U-Virtual Sales Agents: Ubiquity As SIG 9 The New Challenge For Multichannel Retailing
SP.2.10
10:4512:25
4 June
64
Alcina Teresa
From Personal Values To Store Brand Purchase
14.12
SP.s.16
16:0017:40
4 June
262
Oliver
Advertising New Products: Exploring The Effects Of Information And Product Complexity On Consumers’ Responses
04.07
SP.s.08
16:0017:40
4 June
254
GastonBreton
Charlotte
Firm’s Monitoring Of Brand Community: Evidence From A Qualitative Study
12.05
SP.2.05
09:0010:15
3 June
144
GastonBreton
Charlotte
Who Are The 99-Ending Prices Prone Consumers? Evidence From A Gfk Conjoint Analysis
13.01
SP.s.03
14:0015:40
3 June
179
Gattringer
Regina
Channel Strategy Configurations For Manufacturers With Indirect Distribution
16.02
SP.2.10
10:4512:25
2 June
103
Gaus
Hansjoerg
Collective Hedonic Services And Loyalty Intentions: The Role Of Customer Satisfaction, Psychological Sense Of Community, Emotional Experience, And Frequency Of Use
18.01
SP.s.14
14:0015:40
2 June
119
GavardPerret
MarieLaure
The Message Framing Of Health Communications: How To Elicit Higher Intention To Get An Annual Pap Test?
01.09
SP.s.05
09:0010:15
4 June
202
Gavilán
Diana
"The More I Enjoy The Experience, The More I Buy"
16.05
SP.2.10
14:0015:40
4 June
245
Gazquez Abad
Juan Carlos
The Role Of Past Behaviour On The Impact Of Direct Mail: An Empirical Analysis Using Rfm-Approach
01.06
SP.s.05
10:4512:25
3 June
150
Gazzola
Paola
“Regional Agglomerations” And Export Performance: The Case Of “third Italy” SMEs
05.05
SP.s.12
14:0015:40
4 June
236
Gebauer
Johannes
The Darkside of Co-Creation – How to deal with angry community members?
SIG 6
SP.2.10
14:0015:40
3 June
61
Gedenk
Karen
"My Vote For My Mailman“: Designing Communication Campaigns With Reciprocity
01.07
SP.s.05
14:0015:40
3 June
167
Geersbro
Jens
Antecedents Of Customer Relationship Termination
02.04
SP.s.07
16:0017:40
3 June
186
Geigenmüller
Anja
Linking Csr And Willingness To Pay – An Empirical Investigation In Germany And Slovenia
19.04
SP.s.10
10:4512:25
3 June
155
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
Enhancing Negotiation Success Through A Good Batna And BuyerSeller Relationships – An Investigation Into The “black Box” Of Negotiations
02.02
SP.s.07
16:0017:40
2 June
123
Katja
How It Feels To Pay Less Than Others
03.12
SP.s.01
10:4512:25
4 June
215
Gelbrich
Katja
The Moderating Impact Of Age On Post-Complaint Behavior
18.06
SP.s.14
16:0017:40
4 June
260
Gemser
Gerda
Weighing Smoke And Counting Mirrors: Measuring Attention To The 'Sixth Sense' In New Product Development
04.07
SP.s.08
16:0017:40
4 June
253
Gensler
Sonja
Listen To Your Customers! Using Consumer-Generated Content To Elicit Brand Image
08.01
SP.s.08
16:0017:40
2 June
129
Georgiou
Andreas
Exploring Alternative Approaches In Prioritizing Consumers’ Selection Criteria In A Service Setting
18.06
SP.s.14
16:0017:40
4 June
259
Geuens
Maggie
Advertising Repetition And Complexity Of Digital Signage Advertisements: Simplicity Rules!
01.01
SP.s.05
09:0010:15
2 June
73
Geuens
Maggie
The Backfire Effects Of Choice Intention Formation For Decision Making In An Out-Of-Stock Context
03.03
SP.s.01
14:0015:40
2 June
108
Geuens
Maggie
The Influence Of Information Sidedness On The Anticipation Of Conflicting Reactions: Moderating Role Of Prior Attitude Ambivalence And Need For Closure
03.06
SP.s.10
16:0017:40
2 June
127
Geuens
Maggie
Message Efficacy For One-Sided Versus Two-Sided Messages: The Moderating Role Of Attitude Ambivalence
03.11
SP.s.10
16:0017:40
3 June
189
Geuens
Maggie
Who Said That Looks Do Not Matter? The Effects Of Rating Scales On Response Styles
08.02
SP.s.08
10:4512:25
3 June
157
Geuens
Maggie
Does Brand Prototypicality Help Or Hinder Consumer Acceptance Of Distant New-To-The-World Branded Product Innovations?
04.07
SP.s.08
16:0017:40
4 June
255
Ghosh
Mrinal
Dealing With Endogeneity In InterOrganizational And Marketing Strategy Research: A Review
16.03
SP.2.10
09:0010:15
3 June
148
Giachetti
Claudio
Product Diffusion And Time To Adop- 04.04 tion Of New Technologies By Industry Incumbents. The Case Of The Uk Mobile Phone Industry
SP.s.08
14:0015:40
3 June
173
Giannopoulos
Antonios
Destination Branding: Qualitative Insights From The Hotel Industry
SP.s.12
09:0010:15
3 June
143
Last name
First name
Paper title
Geiger
Ingmar
Gelbrich
20.03
Page
291
292
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Details And Big Pictures: Consumer Use Of Actual Prices And Price Images When Choosing A Store
16.06
SP.2.10
16:0017:40
4 June
Christian
Pre-Rituals Of Consumption
03.14
SP.s.01
16:0017:40
Gill
Tripat
Barriers To The Adoption Of CounterStereotypical Products
03.09
SP.s.10
Gil-Saura
Irene
Loyalty-Based Segmentation Of Travel Agencies: The Role Of Relational Benefits
15.01
Giménez
Miguel
Rest In Peace!. Generativity And Transcendent Products In Consumer Behavior.
Glady
Nicolas
Last name
First name
Paper title
Gijsbrechts
Els
Gilde
Page
Time
Date
SIG 11
SP.2.16
14:0015:40
4 June
66
Spiros
Antecedents And Consequences Of Key Account Management Orientation - An Empirical Study
02.01
SP.s.07
14:0015:40
2 June
107
Gounaris
Spiros
Measuring Relationship Marketing Orientation As A Higher Order Factor Structure: Evidence From B2b Markets
02.03
SP.s.07
14:0015:40
3 June
168
Gounaris
Spiros
The Effect Of Culture On Internal Marketing And The Moderating Effect Of Employee Resistance To The Internal Marketing - Employee Satisfaction Relationship
18.04
SP.s.14
16:0017:40
3 June
197
Gounaris
Spiros
Does CRM Pay? An Empirical Investigation Of The Benefits Of CRM
15.06
SP.s.07
16:0017:40
4 June
249
Grammens
Dieter
"(n)eyes" To See You: The Ad-Likeability Impact Of Direct Versus Averted Gaze As An Advertising Cue
01.08
SP.s.05
16:0017:40
3 June
185
Grant
Ian
Ambivalence Revisited: Advertising Copywriters Feelings Towards Digital Media
01.05
SP.s.05
09:0010:15
3 June
140
Gray
Brenda
The Influence Of Culture And National Identity Upon Service Quality Evaluation
18.04
SP.s.14
16:0017:40
3 June
197
Grégoire
Marc
Are Consumers Ready To Accept Rfid Technology In Marketing?
12.04
SP.2.05
16:0017:40
2 June
132
Grégoire
De Lassence
A Model Of Customer Selection Using Predictive Measures Of Lifetime Value
15.04
SP.s.07
10:4512:25
3 June
151
Griese
Ilka
Learning From Single Customers – The Link Between Learning Orientation, Knowledge Generation Competence And Innovativeness In B2b Markets
04.03
SP.s.08
14:0015:40
2 June
112
Griffin
Abbie
The Impact Of Customer Service Knowledge And Crm Software Knowledge On Call Center Agent Performance
15.06
SP.s.07
16:0017:40
4 June
248
Griskevicius
Vladas
Sex, Certainty And Financial Risk
03.12
SP.s.01
10:4512:25
4 June
216
GroeppelKlein
Andrea
Does Official Sponsoring Of Major Sport Events Pay Off? Implicit And Explicit Effectiveness Measures For Official Versus Non-Official Sponsors Of The Fifa World Cup And The Uefa Euro
01.02
SP.s.05
10:4512:25
2 June
87
Paper title
263
Gould
Stephen
4 June
251
Gounaris
14:0015:40
3 June
173
SP.s.07
09:0010:15
2 June
75
19.07
SP.s.10
14:0015:40
4 June
234
Modeling Within- And Across-Customer Association In Lifetime Value With Copulas
11.03
SP.s.03
16:0017:40
4 June
258
Brand Challenges for Design and Marketing
SIG 2
SP.2.10
14:0015:40
2 June
57
Gnoth
Juergen
Co-Creation And A Sense Of Place
20.03
SP.s.12
09:0010:15
3 June
143
Gnoth
Juergen
Tourism Networking In Major Events: 20.04 Auckland And Valencia’s Responses To Mounting The America’s Cup Regatta In 2003 And 2008
SP.s.12
10:4512:25
3 June
158
Does Brand Prototypicality Help Or Hinder Consumer Acceptance Of Distant New-To-The-World Branded Product Innovations?
04.07
SP.s.08
Frank
Room
The Behavioral Dimensions of Trading: Proximal and Distal Influences on Performance.
First name
Stephen
Goedertier
Session number
Last name
Glennon
16:0017:40
4 June
255
Gomez
Pierrick
Nutrition choice in everyday life: a heuristics approach to understanding consumers’ evaluations of food products
SIG 4
SP.2.10
16:0017:40
2 June
59
Gómez Aguilar
Alejandro
City Brand Personality: An Application To Barcelona And Sevilla
20.05
SP.s.12
09:0010:15
4 June
206
Gómez Borja
Miguel Ángel
Adoption Of Social Networking Sites By Dutch Users
12.06
SP.2.05
16:0017:40
3 June
193
GómezSuárez
Mónica
Intention To Purchase Generic Drugs: 07.05 A Causal Model
SP.s.03
09:0010:15
4 June
208
Gonçalves Pereira
Hélia
Evaluating Traditional Online Purchase Factors That Influence Online Tourism Customers Satisfaction
20.01
SP.s.12
09:0010:15
2 June
79
Gotzamani
Katerina
Exploring Alternative Approaches In Prioritizing Consumers’ Selection Criteria In A Service Setting
18.06
SP.s.14
16:0017:40
4 June
259
Gould
Stephen J.
Product Placement In Song Lyrics: Impact Of Cognitive Load And Disclosure
01.03
SP.s.05
14:0015:40
2 June
106
Index of Authors
EMAC - European Marketing Academy
Page
293
294
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Green Wave For Healthy Shopping? The Influence Of Traffic Light ColourCoded Versus Monochrome FrontOf-Pack Nutrition Information On Consumers’ Food Choices
03.03
SP.s.01
14:0015:40
Bianca
Characteristics Of Cult Brands
14.06
SP.s.16
Grohs
Reinhard
Drivers Of Correct Sponsor Identification For Children
01.03
Grohs
Reinhard
Relationships Between Orientation, Convenience, Atmosphere, Shopping Value And Behaviour: Conceptual Model And Empirical Evidence
Gronholdt
Lars
Grosso
Monica
Last name
First name
Paper title
GroeppelKlein
Andrea
Grohmann
Index of Authors
EMAC - European Marketing Academy
Session number
Page
Last name
First name
Paper title
Room
Time
Date
2 June
109
Gunnarsson
Didrik
Consumer Primrose Path In The 16.04 Selection Of Fruit And Vegetables: An In-Store Experimental Analysis
SP.2.10
10:4512:25
3 June
Page
166
SP.s.01
14:0015:40
4 June
231
164
Overbooking! When Identified Consumers Don’t Recruit New Customers
03.13
3 June
GurhänCanli
Zeynep
10:4512:25
SP.s.05
14:0015:40
2 June
105
GurreaSarasa
Raquel
12.08
SP.2.05
10:4512:25
4 June
222
16.05
SP.2.10
14:0015:40
4 June
246
The Impact Of Initial Affective States On Users’ Online Search Behavior With Search Engine: Attention And Emotions
Gurviez
Patricia
SIG 4
SP.2.10
16:0017:40
2 June
59
The Effectiveness Of Radio Advertising: A Structural Equation Modelling Approach
01.10
SP.s.05
10:4512:25
4 June
212
"Does food with health claim fit with ethical and health concerns of the consumers? An exploratory approach "
Göritz
Anja S.
SP.s.10
127
SP.2.10
16:0017:40
4 June
263
16:0017:40
2 June
16.06
Hedonic And Utilitarian Shoppers: Validating A Scale For Measuring Consumers’ Chronic Shopping Orientation
03.06
Store Trust's Antecedents And Impacts On Store Loyalty: Some Preliminary Results In The Fashion Sector
Hadwich
Karsten
Do Good And Talk About It: The Importance Of Matching Self-Image And Image Of Csr Involvement
19.03
SP.s.10
09:0010:15
3 June
142
Haenlein
Michael
The Emotional Consequences Of Unprofitable Customer Abandonment: Feeling Sorry For The Other Or Good About Yourself?
03.08
SP.s.01
14:0015:40
3 June
170
Gruen
Bettina
An Initial Empirical Guide To Translating Between Different Answer Formats
08.02
SP.s.08
10:4512:25
3 June
156
Grunert
Klaus G.
Quality as a bridging concept
SIG 1
SP.2.16
10:4512:25
2 June
56
Guenzi
Paolo
What Can Sales Managers Learn From Coaches Of Professional Sport Teams?
17.01
SP.s.07
09:0010:15
4 June
202
Hakala
Ulla
The Spillover Effects Of Co-Branding On Partner Brands' Brand Equity
14.06
SP.s.16
10:4512:25
3 June
165
Guenzi
Paolo
Investigating The Antecedents Of Customer Trust In The Salesperson
17.02
SP.s.07
10:4512:25
4 June
214
Halaszovich
Tilo
Measuring The Marketing Mix Influence On The Value Share Of New Fmcg Products
04.01
SP.s.08
09:0010:15
2 June
78
Guese
Katharina
Relational Norms In ConsumerBrand Relationships: A Comprehensive Framework And An Empirical Test
15.05
SP.s.07
14:0015:40
4 June
229
Halkias
Georgios
The Effects Of Schema Incongruent Advertising Information: VerbalBased And Image-Based Incongruity
01.07
SP.s.05
14:0015:40
3 June
167
Gugenberger
Michael
Information Demand And Willingness To Pay For Eco Friendly Shoes
19.04
SP.s.10
10:4512:25
3 June
155
Halkoaho
Jenniina
Connectedness And Self-Concept Connection In Consumer-Program Relationships
03.13
SP.s.01
14:0015:40
4 June
232
Guibert
Nathalie
Cultural Values In International Segmentation: The Taste For Wine In China, Chile And France
05.01
SP.s.12
14:0015:40
2 June
113
Hamilton
Rebecca W. Categorization by Groups
SIG 8
SP.2.16
16:0017:40
3 June
63
Guido
Gianluigi
Brand Anthropomorphism: Its Dimensions And Measurement
14.10
SP.s.16
10:4512:25
4 June
227
Hammerschmidt
Maik
02.01
SP.s.07
14:0015:40
2 June
107
Guillard
Valérie
Are You An Early Bird Or A Nigt Owl? Why Are Diurnal Types Relevant For Marketing?
03.06
SP.s.10
16:0017:40
2 June
126
Trading Off For The Effects Of Prioritization Perception And Status Consciousness On Customer Profitability
Hand
Chris
How Differentiated Are Branded Commodities: An Empirical Examination Of Consumer Attitudes And Behaviour
14.02
SP.s.16
10:4512:25
2 June
102
Hanko
Karlene
Take it Easy: A Metacognitive Account of Choice Regret
SIG 8
SP.2.16
16:0017:40
3 June
63
Guillard
Valérie
Consumers' Tendency To Keep Objects: Definition And Measure
03.06
SP.s.10
16:0017:40
2 June
127
Guinalíu
Miguel
Understanding Relationship Marketing In More Detail: The Role Of Consumer Happiness
15.05
SP.s.07
14:0015:40
4 June
231
295
296
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Taking Sides – When Frontline Employees Choose Their Customers Over Their Company
17.02
SP.s.07
10:4512:25
4 June
214
Torben
Consumers' Health Information Seeking Behaviour in the Food Market
SIG 4
SP.2.10
16:0017:40
2 June
59
HarridgeMarch
Sally
The Internet-Based Democratisation Of Brand Management – The Dawn Of A New Paradigm Or Dangerous Nonsense?
14.06
SP.s.16
10:4512:25
3 June
Harris
Patricia
Conversation After Consumption
10.02
SP.s.03
16:0017:40
Harrison
Tina
Expectation Fit Across Two Online Task Scenarios
12.08
SP.2.05
Hartmann
Benjamin Julien
What The Heck Is A Mash-Up? Consumer Generated Media, Value Creation And Resource Integration.
12.06
Haselhoff
Vanessa
“To Buy Or Not To Buy: That Is The Question” – Empirical Assessment Of Consumers’ Perceived Impact Of Ewom On Buying Decision
Hatzithomas
Leonidas
Hautz
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
Seeing The Scent Of Garden - Package Design As A Channel To Multisensory Experience
01.11
SP.s.05
14:0015:40
4 June
229
Daniel
Dare To Be Different: Assessing The Effect Of Organic Label In Brand Differentiation
14.11
SP.s.16
14:0015:40
4 June
243
Heitmann
Mark
The Impact Of Consumer Replacement Decisions And Leapfrogging Behavior On The Timing Of New Product Introductions
14.02
SP.s.16
10:4512:25
2 June
102
133
Heitmann
Mark
About The Relationship Of Personal Networks And Individual Success
12.09
SP.2.05
14:0015:40
4 June
239
4 June
222
Heitmann
Mark
14.09
SP.s.16
09:0010:15
4 June
210
16:0017:40
3 June
193
The Impact Of Customer-Based Brand Equity On Customer Acquisition And Customer Retention
Heitmann
Mark
19.06
SP.s.10
10:4512:25
4 June
217
SP.2.05
10:4512:25
2 June
97
Brand Personality As A Mediator Of The Relationship Between Corporate Social Performance And Sales
Hellen
Katarina
The Trait Happiness Predicts Perceived Service Quality
18.01
SP.s.14
14:0015:40
2 June
118
01.10
SP.s.05
10:4512:25
4 June
213
Helmig
Bernd
The Nonprofit Brand Value Chain – Just Black Boxes Or Real Insights?
07.03
SP.s.03
09:0010:15
3 June
145
Helmig
Bernd
SP.s.03
209
SP.s.08
14:0015:40
4 June
235
09:0010:15
4 June
04.06
On The Impact Of Framing Determinants On Social Marketing Effectiveness: What Do We Really Know?
07.05
Engaging Avatars For Effective CoCreation
Hongwei
The Effects Of Store Corporate Associations On Store Brand Responses
14.07
SP.s.16
14:0015:40
3 June
183
Hemetsberger
Andrea
SP.s.10
14:0015:40
2 June
110
He
Huiying
Online Shopping Behaviour For Groceries: The Impact Of Product-Specific Purchase Barriers And Online Buying Experience
16.01
SP.2.10
09:0010:15
2 June
84
03.04 Sensing And Experiencing The Transformative Power Of Brands – An Investigation Into Passionate Consumption Of Lingerie
Hemetsberger
Andrea
Motivational Directions In "fun"Oriented Online Behavior
10.02
SP.s.03
16:0017:40
2 June
134
Heath
M. Teresa
The Symbolic Value Of Self-Gift Consumer Behaviour: An Exploratory Study
03.14
SP.s.01
16:0017:40
4 June
251
Hemetsberger
Andrea
Talking to Creative Consumer Crowds in the Age of Networked Marketing
SIG 6
SP.2.10
14:0015:40
3 June
61
Hedlund
Therese
The Impact Of Values, Willingness To Carry Economic Sacrifices, And Environmental Concern On Ecological Sustainable Vacation Choices
20.06
SP.s.12
10:4512:25
4 June
221
HennigThurau
Thorsten
The Power Of Stars Across Industries
14.05
SP.s.16
09:0010:15
3 June
147
HennigThurau
Thorsten
Modeling Optimal Multichannel Strategies In Service Industries
18.03
SP.s.14
14:0015:40
3 June
181
HennigThurau
Thorsten
The Twitter effect: Investigating the impact of real-time electronic wordof-mouth on the success of short life cycle products.
SIG 5
SP.2.16
16:0017:40
2 June
60
Henseler
Jörg
Explaining Consumer Intentions To Adopt Online Consumer Reviews
12.06
SP.2.05
16:0017:40
3 June
194
Herbst
Uta
The Role Of Decision History In Industrial Markets
02.04
SP.s.07
16:0017:40
3 June
185
Last name
First name
Paper title
Hanning
Debra
Hansen
Page
Last name
First name
Paper title
Heinio
Sanna
Heinrich
164
2 June
10:4512:25
SP.2.05
12.02
Postmodern Advertising: A Longitudinal Study Of Super Bowl Commercials
Julia
He
Hegner
Sabrina
Measuring The Marketing Mix Influence On The Value Share Of New Fmcg Products
04.01
SP.s.08
09:0010:15
2 June
78
Hehn
Patrick
Branding And Product Differentiation 14.10 By Scent
SP.s.16
10:4512:25
4 June
226
Heidenreich
Sven
Innovation Resistance - Integrating Negative Outcomes In Innovation Decision Modeling
SP.s.08
16:0017:40
3 June
190
04.05
Page
297
298
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
08.04
SP.s.08
10:4512:25
4 June
219
Dennis
Customer Right-Channeling: Concep- 16.02 tual Development And Experimental Evidence Of Channel Migration Encouragement Through Assortment Modification
SP.2.10
10:4512:25
2 June
103
Herm
Steffen
Your Ad Shall Get Your Target, Not You: Perceptual Biases Of Persuasion Agents
01.05
SP.s.05
09:0010:15
3 June
139
Hermann
Andreas
Price Discounts Versus Unit Pre13.01 miums: Differences In Evaluation Considering Consumers’ Intertemporal Choice
SP.s.03
14:0015:40
3 June
179
The Emotional Car Face: The Optimal Mix Of Friendly And Aggressive Design Elements
14.02
SP.s.16
Last name
First name
Paper title
Herbst
Uta
An Examination Of Design Effects In Conjoint Analysis By Means Of Eye-Tracking
Herhausen
Herrmann
Andreas
10:4512:25
2 June
Page
Andreas
A Functional Magnetic Resonance Imaging Study On The Primacy Of Emotional Cues In Brand Judgment
01.11
SP.s.05
14:0015:40
4 June
228
Heuke
Rebecca
Does Image-Congruent Media Selection Influence Celebrity Endorsement Advertising Success?
01.07
SP.s.05
14:0015:40
3 June
168
Heuvinck
Nico
Message Efficacy For One-Sided Versus Two-Sided Messages: The Moderating Role Of Attitude Ambivalence
03.11
SP.s.10
16:0017:40
3 June
189
Heuvinck
Nico
The Role Of Attitude Ambivalence On Customers’ Reactions To Product Failures
03.15
SP.s.10
16:0017:40
4 June
252
Hildebrandt
Lutz
Context Effects As Customer Reaction On Delisting
03.03
SP.s.01
14:0015:40
2 June
108
Hildebrandt
Lutz
The Impact Of Corporate Reputation: 09.03 Linking Publication Of Reputation Rankings And Share Prices
SP.s.14
10:4512:25
4 June
226
Hildebrandt
Lutz
Relative Influence Of Brand Image And Brand Trust On Customer Value And Loyalty: Further Empirical Results
18.05
SP.s.14
14:0015:40
4 June
242
Hillebrand
Bas
Integrating multiple stakeholder issues in new product development
SIG 12
SP.2.16
16:0017:40
4 June
67
Hinz
Oliver
Asymmetric Network Effects In TwoSided Markets: Measuring The Value Of The Customer Base
11.01
SP.s.03
10:4512:25
4 June
223
A Comparative Study Of SelfConstrual Effects On Consumer Brand Categorization In France And Morocco
06.01
10:4512:25
3 June
Hmaida
Jouba
SP.2.05
Last name
First name
Room
Time
Date
The Role Of Absorptive Capacity In The Market Orientation-Customer Performance Relationship For Public Service Provision
07.04
SP.s.03
10:4512:25
3 June
161
Hoffmann
Arvid O.I.
Dimensions, Antecedents And Consequences Of Consumers’ Perceptions Of Online Newspapers’ Interactivity
12.07
SP.2.05
09:0010:15
4 June
208
Hofmann
Julian
The Power Of Stars Across Industries
14.05
SP.s.16
09:0010:15
3 June
147
Hogg
Margaret
"Sense The Difference": Changes In Relationship Management In The Context Of The Financial Crisis
18.05
SP.s.14
14:0015:40
4 June
242
Hogreve
Jens
Corporate Reputation And Customers’ Value Perceptions: A Dynamic Analysis
02.03
SP.s.07
14:0015:40
3 June
170
Holme
Søren
Sound Brand Governance: Implementation of sound in the organisation
SIG 7
SP.2.10
16:0017:40
3 June
62
Holme
Ingrid
Children’s Oral Health Services And Socio-Economic Deprivation: Theory Of Reasoned Action In Social Marketing
19.07
SP.s.10
14:0015:40
4 June
234
Holme
Søren
Listen up! - Implementing sound strategies in corporate brands
SIG 7
SP.2.10
16:0017:40
3 June
62
Holowczak
Richard
The Behavioral Dimensions of Trading: Proximal and Distal Influences on Performance.
SIG 11
SP.2.16
14:0015:40
4 June
66
Holzmueller
Hartmut H. Remote Service Delivery And Relationship Management: Results Of A Qualitative Study In A B2b-Setting
18.03
SP.s.14
14:0015:40
3 June
180
Holzmüller
Hartmut T.
02.03
SP.s.07
14:0015:40
3 June
169
Holzmüller
Hartmut H. Taking Sides – When Frontline Employees Choose Their Customers Over Their Company
17.02
SP.s.07
10:4512:25
4 June
214
Homburg
Christian
External Versus Internal Price Search In Industrial Buying: The Moderating Role Of Customer Satisfaction
02.02
SP.s.07
16:0017:40
2 June
124
Homburg
Christian
What Drives The People Working In Marketing, Sales, And R&d?
09.01
SP.s.14
10:4512:25
2 June
101
Hoppe
Melanie
03.04 Sensing And Experiencing The Transformative Power Of Brands – An Investigation Into Passionate Consumption Of Lingerie
SP.s.10
14:0015:40
2 June
110
Hoppe
Melanie
Who Exactly Is A Member Of A Brand 14.01 Community? Conceptualisation Of Brand Community Membership
SP.s.16
09:0010:15
2 June
83
160
Paper title
Session number
Hodgkinson Ian
101
Herrmann
Index of Authors
EMAC - European Marketing Academy
Identifying Requirements In Customer Solutions: A Qualitative Study From The Perspective Of Multiple Stakeholders
Page
299
300
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Small Sample Properties Of The P/ NBD Model
11.03
SP.s.03
16:0017:40
4 June
259
Chris
The Role Of Identification And CoCreation In The Service-Profit Chain
18.02
SP.s.14
16:0017:40
2 June
135
Horn
Carmen
"My Vote For My Mailman“: Designing Communication Campaigns With Reciprocity
01.07
SP.s.05
14:0015:40
3 June
167
Hortinha
Paula
Trading Off Customer And Technology For Innovation:
04.02
SP.s.08
10:4512:25
2 June
93
Horváth
Csilla
Measures Of Compulsive Buying: Applications And Recommendations
05.03
SP.s.12
14:0015:40
3 June
175
Horváth
Dóra
Collage of Collages: Electronic Collages for Generating New Product Ideas
SIG 2
SP.2.10
14:0015:40
2 June
57
Hruschka
Harald
A Copula-Based Multivariate Generalization Of The Bass Model
11.03
SP.s.03
16:0017:40
4 June
258
Huber
Frank
Alike, But Different? The Role Of 19.03 Post-Crisis Communication In Lowering A
SP.s.10
09:0010:15
3 June
142
Hubert
Mirja
Compulsive Buying Behavior In Men: Insights Into Automatic Processes And Neural Correlates
19.07
SP.s.10
14:0015:40
4 June
233
Hubert
Marco
Compulsive Buying Behavior In Men: Insights Into Automatic Processes And Neural Correlates
19.07
SP.s.10
14:0015:40
4 June
233
Hughes
Mathew
The Role Of Absorptive Capacity In The Market Orientation-Customer Performance Relationship For Public Service Provision
07.04
SP.s.03
10:4512:25
3 June
Hughes
Paul
The Role Of Absorptive Capacity In The Market Orientation-Customer Performance Relationship For Public Service Provision
07.04
SP.s.03
10:4512:25
Hult
Tomas
The Impact Of Customer Service Knowledge And Crm Software Knowledge On Call Center Agent Performance
15.06
SP.s.07
Hultén
Bertil
Sensory Marketing: The Multi-Sensory Brand Experience
10.02
Hultén
Bertil
The Influence of Smell and Vision upon Touch
SIG 10
Hultink
Erik Jan
Huneke
Tabea
Determinants Of The Demand For Healthy Food: Does Stress Suppress Health Orientation In On-The-Go Consumption?
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
Co-Creation Communities As Product Endorsers - An Alternative To Star Endorsers
01.12
SP.s.05
16:0017:40
4 June
248
Kemefasu
The Organisational Culture Antecedents Of Service Delivery
18.04
SP.s.14
16:0017:40
3 June
197
Iglesias
Víctor
Humiliation After A Service Failure: Its Role In Customer-Service Provider Relationship Dissolution
18.05
SP.s.14
14:0015:40
4 June
243
Ihl
Christoph
The Influence Of Base Product Quality On Customization Utility
14.03
SP.s.16
14:0015:40
2 June
120
Ihl
Christoph
Information Demand And Willingness To Pay For Eco Friendly Shoes
19.04
SP.s.10
10:4512:25
3 June
155
Imrie
Brian
The Influence Of Culture And National Identity Upon Service Quality Evaluation
18.04
SP.s.14
16:0017:40
3 June
197
Inbar
Yoel
Take it Easy: A Metacognitive Account of Choice Regret
SIG 8
SP.2.16
16:0017:40
3 June
63
Indounas
Kostis
Antecedents And Consequences Of Strategic Price Management In
13.02
SP.s.03
16:0017:40
3 June
195
Islam
Towhidul
If I Like You Once, Will I Like You Again?: Brand Carryover Effects On Mean And Variance In Related Discrete Choice Experiments
08.04
SP.s.08
10:4512:25
4 June
218
Iyengar
Sheena S.
Product Proliferation and Consumer Willingness to Pay
SIG 8
SP.2.16
16:0017:40
3 June
63
161
Jahn
Steffen
Predicting Participation In ExtraOccupational Higher Education Programs: Broadening The Theory Of Planned Behavior
07.01
SP.s.03
09:0010:15
2 June
82
3 June
161
Jahn
Steffen
18.01
SP.s.14
14:0015:40
2 June
119
16:0017:40
4 June
248
Collective Hedonic Services And Loyalty Intentions: The Role Of Customer Satisfaction, Psychological Sense Of Community, Emotional Experience, And Frequency Of Use
Jahn
Steffen
Exploring The Role Of Salesperson Resilience
17.02
SP.s.07
10:4512:25
4 June
215
SP.s.03
16:0017:40
2 June
133
Jakobowicz
Emmanuel
PLS Path Modeling And Customer Satisfaction: A Model Building Strategy To Maximize Predictive Quality
11.01
SP.s.03
10:4512:25
4 June
224
SP.2.16
10:4512:25
4 June
65
Jansen
Joost
Lead Users' New Product-Related Positive Word-Of-Mouth
04.06
SP.s.08
14:0015:40
4 June
235
New Service Development: An Analy- 04.02 sis Of 27 Years Of Research
SP.s.08
10:4512:25
2 June
94
Janssens
Kim
Ovulatory Cycle Effects On Women’s Attention To Prestige Goods
03.02
SP.s.01
10:4512:25
2 June
90
16.04
SP.2.10
10:4512:25
3 June
165
Jansson
Johan
The Sense Of Nature Sounds In The Servicescape: Customer Experiences And Reactions Concerning Different Types Of Sounds
18.01
SP.s.14
14:0015:40
2 June
119
Last name
First name
Paper title
Hoppe
Daniel
Horbel
Page
Last name
First name
Paper title
Hutter
Katja
Ifie
Page
301
302
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
When vision guides touch: aesthetic evaluation of novel stimuli
SIG 10
SP.2.16
10:4512:25
4 June
65
Claudia
Sales Through Service: Antecedents And Performance Consequences Of Selling In Customer Service Encounters
18.02
SP.s.14
16:0017:40
2 June
136
Jayawardhena
Chanaka
The Organisational Culture Antecedents Of Service Delivery
18.04
SP.s.14
16:0017:40
3 June
197
Jeppesen
Heine
Visual Attention To Advertising Under The Influence Of Alcohol
01.08
SP.s.05
16:0017:40
3 June
184
Jiménez
Nadia
Socio-Psychological Determinants Of Foreign Products Purchase
05.03
SP.s.12
14:0015:40
3 June
175
Johannes
Vogel
19.03 Alike, But Different? The Role Of Post-Crisis Communication In Lowering A
SP.s.10
09:0010:15
3 June
142
Jones
Rosalind
Marketing In The Music Industry:
12.01
SP.2.05
09:0010:15
2 June
81
Jones
Richard
Sound Brand Governance: Implementation of sound in the organisation
SIG 7
SP.2.10
16:0017:40
3 June
Jones
Richard
Brand cohesiveness and co-creation in a stakeholder ecosystem?
SIG 12
SP.2.16
16:0017:40
Józsa
László
Deal-Proneness In Case Of Purchasing Over-Clothes
06.01
SP.2.05
Julien
Charles
Green Products? You Said Green Products?
19.01
Jyote
Abul Khair
The Effect Of Protagonist-Interaction On The Effectiveness Of Brand Placements
Jaakkola
Matti
Jaakkola
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
The Effect Of Protagonist-Interaction On The Effectiveness Of Brand Placements
01.03
SP.s.05
14:0015:40
2 June
106
Friederike
Green Wave For Healthy Shopping? The Influence Of Traffic Light ColourCoded Versus Monochrome FrontOf-Pack Nutrition Information On Consumers’ Food Choices
03.03
SP.s.01
14:0015:40
2 June
109
Kamvysi
Konstantina
Exploring Alternative Approaches In Prioritizing Consumers’ Selection Criteria In A Service Setting
18.06
SP.s.14
16:0017:40
4 June
259
Kaplan
Andreas M. The Emotional Consequences Of Unprofitable Customer Abandonment: Feeling Sorry For The Other Or Good About Yourself?
03.08
SP.s.01
14:0015:40
3 June
170
Karantinou
Kalipso
“See Them, Hear Them, Trust Them”: Identifying Factors That Affect Cross-Buying Intention In The Retail Banking Context
15.04
SP.s.07
10:4512:25
3 June
151
62
Karantinou
Kalipso
"Sense The Difference": Changes In Relationship Management In The Context Of The Financial Crisis
18.05
SP.s.14
14:0015:40
4 June
242
4 June
67
Karger
Markus
01.06
SP.s.05
10:4512:25
3 June
150
10:4512:25
3 June
159
Estimating Reservation Prices Of Whole Products For Single Individuals: An Enhanced Exploded Logit Model For Limit Conjoint Analysis
SP.s.10
09:0010:15
2 June
77
Kasabov
Edward
In Search Of A Research Agenda For Clusters As Contested Place Brands
14.01
SP.s.16
09:0010:15
2 June
84
01.03
SP.s.05
14:0015:40
2 June
106
Katsikea
Evangelia
Strategic Orientation, Marketing Capabilities And Branch Performance: An Empirical Investigation In The Financial Services Sector
09.02
SP.s.14
10:4512:25
3 June
163
The Mediating Role Of Organizational Capabilities In The Relationship Between Strategic Orientations And Business Performance: Evidence From Developed And Developing Countries
09.01
SP.s.14
10:4512:25
2 June
100
Kaya
Berhan
Impact Of Store Level Promotions, Price Consciousness And Brand Image On Impulse Purchase: Analysing The Inter-Construct Interactions
16.06
SP.2.10
16:0017:40
4 June
262
Kechagias
John
SP.s.16
137
09.02
SP.s.14
10:4512:25
3 June
162
16:0017:40
2 June
Market Orientation Profiles Of Finnish Companies
Investigating The Dimensions Of The Employer Brand
14.04
Matti
Kechagias
John
SP.s.14
163
The Behavioral Dimensions of Trading: Proximal and Distal Influences on Performance.
SIG 11
SP.2.16
14:0015:40
4 June
66
10:4512:25
3 June
Luke
Strategic Orientation, Marketing Capabilities And Branch Performance: An Empirical Investigation In The Financial Services Sector
09.02
Kachersky
Kaciak
Eugene
More Than Just A Cigar: An Examination Of The Quality Of Ladders
08.01
SP.s.08
16:0017:40
2 June
128
Kehr
Hugo, M.
Tracking Motivation Of Lead Users And Non-Lead Users In Workshops On Sustainability Innovations
04.06
SP.s.08
14:0015:40
4 June
236
Kaiser
Jonas
The Moderating Role Of Organizational Development Stages On Technology-Based Smes' Strategic Pricing Of New Products And Services
13.02
SP.s.03
16:0017:40
3 June
195
Keller
Veronika
Deal-Proneness In Case Of Purchasing Over-Clothes
06.01
SP.2.05
10:4512:25
3 June
159
Keller
Jens
Managing Across Substitute Categories: How to Allocate Marketing Resources Under Changing Competitive Intensity
SpS 1
SP.2.16
10:4512:25
3 June
68
Last name
First name
Paper title
JanssonBoyd
Cathrine
Jasmand
Page
Last name
First name
Paper title
Kamleitner
Bernadette
Kamm
Page
303
304
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Sociocultural Branding Research (sbr): A Paradigmatic Review
14.03
SP.s.16
14:0015:40
2 June
Rachel
Pre-Test Advertising – Proposing A New Validity Project
01.05
SP.s.05
09:0010:15
Kenning
Peter
Compulsive Buying Behavior In Men: Insights Into Automatic Processes And Neural Correlates
19.07
SP.s.10
Khammash
Marwan
Marketing In The Music Industry:
12.01
Kim
Yevgeniay
Npd Acceleration: The Trade-Off Between Product Quality And Recovery Service Strategies
Kjems
Karsten
Klarmann
Last name
First name
Paper title
Kelly
Aidan
Kennedy
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
The Influence Of Low-Level Perceptual Cues On Fast Consumer Choices
03.10
SP.s.01
16:0017:40
3 June
167
Matthias
Practical Relevance Of Empirical Marketing Research: Exploring The Drivers Of Practical Relevance And The Relationship With Academic Quality
08.01
SP.s.08
16:0017:40
2 June
128
Kocher
Bruno
Product Placement In Song Lyrics: Impact Of Cognitive Load And Disclosure
01.03
SP.s.05
14:0015:40
2 June
106
79
Koenig
Tatjana
The 50+-Market: United In Diversity? Evidence From 6 Western Countries
05.01
SP.s.12
14:0015:40
2 June
114
3 June
62
Koenigstorfer
Joerg
01.02
SP.s.05
10:4512:25
2 June
87
16:0017:40
2 June
124
Does Official Sponsoring Of Major Sport Events Pay Off? Implicit And Explicit Effectiveness Measures For Official Versus Non-Official Sponsors Of The Fifa World Cup And The Uefa Euro
SP.s.14
10:4512:25
2 June
101
Koenigstorfer
Joerg
03.03
SP.s.01
14:0015:40
2 June
109
SP.s.14
14:0015:40
3 June
180
Green Wave For Healthy Shopping? The Influence Of Traffic Light ColourCoded Versus Monochrome FrontOf-Pack Nutrition Information On Consumers’ Food Choices
Kohler
Thomas
Engaging Avatars For Effective CoCreation
04.06
SP.s.08
14:0015:40
4 June
235
Kohli
Ajay
Enhancing Customer Purchase Likelihood Through Market Driving Strategies
09.01
SP.s.10
10:4512:25
2 June
100
Kokkinaki
Flora
The Effects Of Schema Incongruent Advertising Information: VerbalBased And Image-Based Incongruity
01.07
SP.s.05
14:0015:40
3 June
167
Kokkinaki
Flora
Attitude-Based Versus AttributeBased Consumer Decision-Making: The Effects Of Information Diagnosticity And Accessibility, And Processing Opportunity And Motivation
03.11
SP.s.10
16:0017:40
3 June
189
Kolk
Ans
Social Alliances: The Role Of Consumer Self-Interest
19.03
SP.s.10
09:0010:15
3 June
141
Kolk
Ans
In Chorus Or In Discord: Csr Information Transformation On The Internet
19.05
SP.s.10
09:0010:15
4 June
204
Koll
Oliver
How Facets Of Unaided Brand Knowledge Affect Consumer Response
14.10
SP.s.16
10:4512:25
4 June
226
Koller
Monika
Examining The Functioning Of Different Response Scales Based On Innovative Measurement Models
08.02
SP.s.08
10:4512:25
3 June
156
Koller
Monika
A Multidimensional Conceptualisation Of The Customer Value-Loyalty Chain From A Consumption-System Perspective
15.05
SP.s.07
14:0015:40
4 June
230
Page
Last name
First name
Paper title
121
Koch
Christof
3 June
139
Koch
14:0015:40
4 June
233
SP.2.05
09:0010:15
2 June
81
04.01
SP.s.08
09:0010:15
2 June
Listen up! - Implementing sound strategies in corporate brands
SIG 7
SP.2.10
16:0017:40
Martin
External Versus Internal Price Search In Industrial Buying: The Moderating Role Of Customer Satisfaction
02.02
SP.s.07
Klarmann
Martin
What Drives The People Working In Marketing, Sales, And R&d?
09.01
Kleijnen
Mirella
How Forced Use Of TechnologyBased Self-Service Affects Consumers’ Post-Adoption Evaluation: The Role Of Technology And Service Expertise
18.03
Klein
Kristina
What’s In A Name? Asymmetry Of Foreign Branding Effects In Hedonic Versus Utilitarian Product Categories
05.03
SP.s.12
14:0015:40
3 June
176
Kleinaltenkamp
Michael
Emac 2010 Path Dependence Through Relational Rents In B2bRelationships
02.04
SP.s.07
16:0017:40
3 June
186
Kleinaltenkamp
Michael
Learning From Single Customers – The Link Between Learning Orientation, Knowledge Generation Competence And Innovativeness In B2b Markets
04.03
SP.s.08
14:0015:40
2 June
112
Kleinaltenkamp
Michael
Fungibility Of Standardized Service Contracts
18.03
SP.s.14
14:0015:40
3 June
181
Kleinschmidt
Elko J.
A Typology Of Front-End Market Vision Capability Scenarios Of High-Tech Firms Involved In Radical Innovation
04.02
SP.s.08
10:4512:25
2 June
93
Kluckert
Manuel
Fungibility Of Standardized Service Contracts
18.03
SP.s.14
14:0015:40
3 June
181
Knight
John
The Crucial Role Of Sincerity In An Effective Corporate Apology: An Overlooked Dimension
19.06
SP.s.10
10:4512:25
4 June
218
Knubben
Evelyn
Should I Stay Or Should I Go? Analyzing Consumer Reactions To Sponsorship Terminations
01.02
SP.s.05
10:4512:25
2 June
87
Page
305
306
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Dynamic Long Range Forecasting For New Pharma Products
SpS 1
SP.2.16
10:4512:25
3 June
68
Umut
"The Effect of Channel Elimination on Customer Behavior: Less Channeling Activities in Catalog Retailing Industry"
SIG 9
SP.2.10
10:4512:25
4 June
64
KorhonenSande
Silja
Reward Systems For Multiknowledge Individuals: Improving Non-Marketing Managers’ Use Of Customer Information
04.03
SP.s.08
14:0015:40
2 June
111
Koritos
Christos
Consumer Relationship With The Brand: A Comparison Of Two Alternative Measurement Scales
15.05
SP.s.07
14:0015:40
4 June
230
Kornum
Niels
Attitudes Towards Advertising On Facebook And The Implications For Continuation Intentions
12.06
SP.2.05
16:0017:40
3 June
194
Kornum
Niels
Brand cohesiveness and co-creation in a stakeholder ecosystem?
SIG 12
SP.2.16
16:0017:40
4 June
67
Korschun
Daniel
Understanding stakeholder-company SIG 12 relationships: a stakeholder identification perspective
SP.2.16
16:0017:40
4 June
67
Korschun
Daniel
Using corporate social responsibility to strengthen employee and customer relationships
SIG 12
SP.2.16
16:0017:40
4 June
67
Kos Koklic
Mateja
An Investigation Of Consumer Digital Piracy: The Antecedents Of Attitude And Intention
03.09
SP.s.10
14:0015:40
3 June
172
Kouremenos
Athanassios
Aristotle Was Right: The Whole Is More Than The Sum Of Its Parts! Investigating Overall Satisfaction Versus The Cumulative Sum Of Individual Satisfactions From A Tourism Destination Experience
20.05
SP.s.12
09:0010:15
4 June
206
Kouremenos
Athanassios
Developing A Scale For The Measurement Of Customer Value From A Destination Experience
20.06
10:4512:25
4 June
Kozinets
Robert V.
Talking to Creative Consumer Crowds in the Age of Networked Marketing
SIG 6
SP.2.10
14:0015:40
3 June
61
Kraemer
Tim
Asymmetric Network Effects In TwoSided Markets: Measuring The Value Of The Customer Base
11.01
SP.s.03
10:4512:25
4 June
223
Kraeussl
Roman
Brand Equity And Financial Analysts: Implications For Marketing And Investor Relations
14.09
SP.s.16
09:0010:15
4 June
210
Kraeussl
Roman
The Effect of Anticipated and Experienced Regret and Pride on Investors’ Future Selling Decisions
SIG 11
SP.2.16
14:0015:40
4 June
66
Krasnikov
Alexander
Exploring The Drivers Of Marketing Innovations By Firms
SpS 2
SP.2.16
14:0015:40
3 June
70
Last name
First name
Paper title
Kolsarici
Ceren
Konus
SP.s.12
Page
221
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
Competitive Brand Differentiation: Choosing Between Being Better And Being Different
03.10
SP.s.01
16:0017:40
3 June
167
Henning
Positive Wom – Why Defected Customers Intend To Recommend A Former Firm
15.01
SP.s.07
09:0010:15
2 June
74
Kreis
Henning
Satisfaction, Recommendation And Market Share: New Insights Form The European Automotive Industry
09.03
SP.s.14
10:4512:25
4 June
225
Kreis
Henning
Relative Influence Of Brand Image And Brand Trust On Customer Value And Loyalty: Further Empirical Results
18.05
SP.s.14
14:0015:40
4 June
242
Kreuzer
Maria
Adidas: A Loyal Friend Or An Imposed Companion? A Metaphorical Approach For Understanding Situation-Dependent Embodied Brand Knowledge Of Consumers
14.11
SP.s.16
14:0015:40
4 June
244
Krishna
Aradhna
Do Size Labels Have A Common Meaning Among Consumers?
03.10
SP.s.01
16:0017:40
3 June
167
Krisjanous
Jayne
Attitudes To Offensive Advertising In China: A Comparison With The West
06.01
SP.2.05
10:4512:25
3 June
160
Krohmer
Harley
Characteristics Of Cult Brands
14.06
SP.s.16
10:4512:25
3 June
164
Krohmer
Harley
Performance Implications Of Consumers' Emotional And Cognitive Relationship With Brands: A Differentiated View On Brand Relationship Quality
14.08
SP.s.16
16:0017:40
3 June
198
Krohmer
Harley
The Consumer’s Judgment Of And Response To Emotional Authenticity – A Qualitative Study
01.12
SP.s.05
16:0017:40
4 June
248
Krüger
Franziska
The Zone Of Tolerance In The Context Of The Automobile Industry
05.03
SP.s.12
14:0015:40
3 June
176
Krystallis
Athanasios Repertoire And Frequency Of Consumption In Wine: Are Heavy Buyers More Loyal To Product Attributes?
14.05
SP.s.16
09:0010:15
3 June
147
Kuester
Sabine
Managers’ Marketing Alliance Formation Behavior – The Impact Of Company External Conditions And Managers’ Personality Traits
09.01
SP.s.14
10:4512:25
2 June
99
Kwon
Ohjin
Does A Consumer's Previous Purchase Predict Other Consumers' Choices? A Bayesian Probit Model With Spatial Correlation In Preference And Response
08.03
SP.s.08
09:0010:15
4 June
205
Kyriakopoulos
Kyriakos
The Transferability Of Knowledge Gained From Vertical Partners: Conflicting Moderating Effects Of Strong Ties
SpS 2
SP.2.16
14:0015:40
3 June
70
Last name
First name
Paper title
Kraus
Paul
Kreis
Page
307
308
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
The Spillover Effects Of Co-Branding On Partner Brands' Brand Equity
14.06
SP.s.16
10:4512:25
3 June
165
Carmen
Trading Off Customer And Technology For Innovation:
04.02
SP.s.08
10:4512:25
2 June
93
Lages
Luis
Trading Off Customer And Technology For Innovation:
04.02
SP.s.08
10:4512:25
2 June
93
Lages
Luis
The Determinants And Consequences Of Customer Oriented Solutions: Analysing The Role Of Financial Performance
04.03
SP.s.08
14:0015:40
2 June
113
Last name
First name
Paper title
Kärkkäinen
Jenny
Lages
Page
Lages
Carmen
Dynamic Capabilities In International Markets: Impact On Export Profit And Effectiveness Performance
05.04
SP.s.12
16:0017:40
3 June
192
Lages
Luis
Dynamic Capabilities In International Markets: Impact On Export Profit And Effectiveness Performance
05.04
SP.s.12
16:0017:40
3 June
192
Lajos
Joseph
Mood Matching: The Importance Of Fit Between Moods Elicited By Media Content And Advertisements
01.11
SP.s.05
14:0015:40
4 June
228
Lamberti
Lucio
Exploring The Strategic Orientations Of A Service-Centered View Of The Firm
09.02
SP.s.14
10:4512:25
3 June
163
LambertPandraud
Raphaëlle
Impact Of Age On Attitude Strength: Reconciling An Apparent Contradiction
03.11
SP.s.10
16:0017:40
3 June
189
Landwehr
Jan R.
The Emotional Car Face: The Optimal Mix Of Friendly And Aggressive Design Elements
14.02
SP.s.16
10:4512:25
2 June
101
Landwehr
Jan R.
A Functional Magnetic Resonance Imaging Study On The Primacy Of Emotional Cues In Brand Judgment
01.11
SP.s.05
14:0015:40
4 June
228
Langerak
Fred
Lead Users' New Product-Related Positive Word-Of-Mouth
04.06
SP.s.08
14:0015:40
4 June
235
Lanzolla
Gianvito
Product Diffusion And Time To Adop- 04.04 tion Of New Technologies By Industry Incumbents. The Case Of The Uk Mobile Phone Industry
SP.s.08
14:0015:40
3 June
173
Laporte
Sandra
03.12 Consumer Entry Decision In Promotional Lotteries: Do The Odds Of Winning Matter?
SP.s.01
10:4512:25
4 June
216
Nils Magne Consumer Primrose Path In The 16.04 Selection Of Fruit And Vegetables: An In-Store Experimental Analysis
SP.2.10
10:4512:25
3 June
Laukkanen
Tommi
Market Orientation And Brand Orien- 14.12 tation: Drivers Of SME Performance?
SP.s.16
16:0017:40
4 June
261
Laurent
Gilles
Impact Of Age On Attitude Strength: Reconciling An Apparent Contradiction
SP.s.10
16:0017:40
3 June
189
Larsen
03.11
Index of Authors
EMAC - European Marketing Academy
Session number
Last name
First name
Paper title
Room
Time
Date
Laurent
Gilles
Consumer Entry Decision In Promo03.12 tional Lotteries: Do The Odds Of Winning Matter?
SP.s.01
10:4512:25
4 June
216
Laurent
Gilles
PLS Path Modeling And Customer Satisfaction: A Model Building Strategy To Maximize Predictive Quality
11.01
SP.s.03
10:4512:25
4 June
224
Lawlor
Katrina
Sociocultural Branding Research (sbr): A Paradigmatic Review
14.03
SP.s.16
14:0015:40
2 June
121
Le Nagard
Emmanuelle
The Role And Formation Of Anticipations Of Success For A New Standard
04.05
SP.s.08
16:0017:40
3 June
190
Le Ray
Guillaume
Quantifying the perceptual characteristics of Sound Logos
SIG 7
SP.2.10
16:0017:40
3 June
62
Lebar
Charles
I’m An Expert ... Or Maybe Not? When Changing Personal Knowledge Perceptions Affects Information Processing
03.13
SP.s.01
14:0015:40
4 June
232
Lee
Wonkyong
Barriers To The Adoption Of CounterStereotypical Products
03.09
SP.s.10
14:0015:40
3 June
173
Lee
Hsin-Hsuan Meg
In Chorus Or In Discord: Csr Information Transformation On The Internet
19.05
SP.s.10
09:0010:15
4 June
204
Lee
Carmen
The Effect of Anticipated and Experienced Regret and Pride on Investors’ Future Selling Decisions
SIG 11
SP.2.16
14:0015:40
4 June
66
Leeflang
Peter S.H.
Local Marketing Of Over-The-Counter Drugs
SpS 1
SP.2.16
10:4512:25
3 June
68
Lehmann
Donald R.
The Impact Of Customer-Based Brand Equity On Customer Acquisition And Customer Retention
14.09
SP.s.16
09:0010:15
4 June
210
Lei
Jing
Barriers To The Adoption Of CounterStereotypical Products
03.09
SP.s.10
14:0015:40
3 June
173
Leighton
Jane
Pre-Test Advertising – Proposing A New Validity Project
01.05
SP.s.05
09:0010:15
3 June
139
Leischnig
Alexander
Brand-Inherent Predictors Of Brand Loyalty: An Empirical Investigation
14.05
SP.s.16
09:0010:15
3 June
146
Leischnig
Alexander
In-Store Themed Events In Retailing: An Empirical Examination
16.06
SP.2.10
16:0017:40
4 June
262
Lembregts
Christophe
Are Days More Valuable Than Months? The Time-Unit Effect In Consumer Decision Making.
03.05
SP.s.01
16:0017:40
2 June
126
Lemmens
Aurélie
Modeling Within- And Across-Customer Association In Lifetime Value With Copulas
11.03
SP.s.03
16:0017:40
4 June
258
Lengler
Jorge
The Antecedents Of Export Performance Of Brazilian Smes: Testing The Effects Of Export Assistance And Customer Orientation
06.02
SP.2.05
14:0015:40
3 June
177
166
Page
309
310
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Ovulatory Cycle Effects On Women’s Attention To Prestige Goods
03.02
SP.s.01
10:4512:25
2 June
Leonidas Costa
Drivers And Outcomes Of Consumer Perceptions Of Unethical Marketing Behavior
19.02
SP.s.10
10:4512:25
Leonidou
Constantinos N.
Drivers And Outcomes Of Consumer Perceptions Of Unethical Marketing Behavior
19.02
SP.s.10
Leschnikowski
Katja
The Consumer’s Judgment Of And Response To Emotional Authenticity – A Qualitative Study
01.12
Li
Shi
Changes In Chinese Consumption Values Under Economic Recession
Li
Yan
Lichtle
Index of Authors
EMAC - European Marketing Academy
Last name
First name
Paper title
Session number
Room
Time
Date
90
Lomax
Wendy
Conversation After Consumption
10.02
SP.s.03
16:0017:40
2 June
133
2 June
92
Longinos
Marin
Overbooking! When Identified Consumers Don’t Recruit New Customers
03.13
SP.s.01
14:0015:40
4 June
231
10:4512:25
2 June
92
Lopez
Ines
If You Cannot Get Your Customers To Shut Up, Try To Channel Their Conversations
03.15
SP.s.10
16:0017:40
4 June
253
SP.s.05
16:0017:40
4 June
248
LópezMartínez
Francisco J. The Role Of Past Behaviour On The Impact Of Direct Mail: An Empirical Analysis Using Rfm-Approach
01.06
SP.s.05
10:4512:25
3 June
150
06.01
SP.2.05
10:4512:25
3 June
160
Lorenzo Romero
Carlota
Adoption Of Social Networking Sites By Dutch Users
12.06
SP.2.05
16:0017:40
3 June
193
The Effects Of Store Corporate Associations On Store Brand Responses
14.07
SP.s.16
14:0015:40
3 June
183
Losada
Fernando
05.04
SP.s.12
16:0017:40
3 June
191
MarieChristine
The Compared Effect Of Perceived Sensory Stimuli During The Shopping Experience
16.04
SP.2.10
10:4512:25
3 June
166
The Influence Of Resources And Capabilities In Exporting: A Theoretical Model
Loureiro
Sandra
12.03
SP.2.05
14:0015:40
2 June
115
Lievens
Annouk
Social Virtual Communities: Members’ Benefits And Their Impact On Word-Of-Mouth
12.02
SP.2.05
10:4512:25
2 June
96
Web Site Brand Image, Relationship, And Credibility As Determinants Of E-Shopper Loyalty
Lourenco
Carlos
16.06
SP.2.10
16:0017:40
4 June
263
Lievens
Annouk
The Value Of Customer Co-Creation During The Innovation Process
04.06
SP.2.08
14:0015:40
4 June
235
Details And Big Pictures: Consumer Use Of Actual Prices And Price Images When Choosing A Store
Louviere
Jordan
SP.s.08
218
Understanding Consumer Preferences For Co-Branded Products: The Role Of Extendibility, Compatibility And Uncertainty
14.07
SP.s.16
14:0015:40
3 June
182
10:4512:25
4 June
Song
If I Like You Once, Will I Like You Again?: Brand Carryover Effects On Mean And Variance In Related Discrete Choice Experiments
08.04
Lin
Lu
Vinh
An Integrated Model Of Key Success Drivers In Service Exports
05.04
SP.s.12
16:0017:40
3 June
193
Ludwig
Stephan
Affect and advocacy conveyed in UGC: When does UGC become effective?
SIG 5
SP.2.16
16:0017:40
2 June
60
Lui
Yuping
The Effects Of A Liability-Reducing Loyalty Program Policy Change On Consumer Purchase Behavior
15.02
SP.s.07
10:4512:25
2 June
89
Lv
Yilin
Changes In Chinese Consumption Values Under Economic Recession
06.01
SP.2.05
10:4512:25
3 June
160
Last name
First name
Paper title
Lens
Inge
Leonidou
Page
Page
Lindridge
Andrew
Children’s Oral Health Services And Socio-Economic Deprivation: Theory Of Reasoned Action In Social Marketing
19.07
SP.s.10
14:0015:40
4 June
234
Lion
Sebastien
Pre-Test Advertising – Proposing A New Validity Project
01.05
SP.s.05
09:0010:15
3 June
139
Lionakis
Constantinos
Exploring The Relative Power Of The Marketing And Sales Departments And Its Consequences
10.01
SP.s.03
14:0015:40
2 June
117
Lisboa
Ana
Dynamic Capabilities In International Markets: Impact On Export Profit And Effectiveness Performance
05.04
SP.s.12
16:0017:40
3 June
192
Lymperopoulos
Constantine
The Role Of Price Satisfaction In Managing Customer Relationships: The Case Of Financial Services
15.04
SP.s.07
10:4512:25
3 June
151
Liu
Jia
Money and Creativity
SIG 3
SP.2.16
14:0015:40
2 June
58
Lymperopoulos
Constantine
15.04
SP.s.07
10:4512:25
3 June
151
Llonch
Joan
An Extension Of The Narver And Slater Market Orientation Scales To Early Transition Economies
06.02
SP.2.05
14:0015:40
3 June
176
“See Them, Hear Them, Trust Them”: Identifying Factors That Affect Cross-Buying Intention In The Retail Banking Context
Löwenberg
Margot
SP.s.12
237
Does Endorsing Product Brands By Corporate Branding Pay Off? A MultiCountry Study
14.04
SP.s.16
16:0017:40
2 June
136
14:0015:40
4 June
Margot
Does Standardization Of Corporate Branding Work?
05.05
Loewenberg
Ma
Katrine H.Y.
Toward An Integrative Framework Of Counterfeit Purchase
19.01
SP.s.10
09:0010:15
2 June
77
311
312
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Children’s Oral Health Services And Socio-Economic Deprivation: Theory Of Reasoned Action In Social Marketing
19.07
SP.s.10
14:0015:40
4 June
234
Emma K.
The Real - Time Evolution of MultiChannel Brand Engagement
SIG 9
SP.2.10
10:4512:25
4 June
64
Macé
Sandrine
Who Are The 99-Ending Prices Prone Consumers? Evidence From A Gfk Conjoint Analysis
13.01
SP.s.03
14:0015:40
3 June
179
Maehle
Natalia
Brand’s Excitement: Why It Is Important For Modern Consumers And How We Can Create It
14.10
SP.s.16
10:4512:25
4 June
227
Mahr
Dominik
Social Virtual Communities: Members’ Benefits And Their Impact On Word-Of-Mouth
12.02
SP.2.05
10:4512:25
2 June
96
Mahr
Dominik
The Value Of Customer Co-Creation During The Innovation Process
04.06
SP.2.08
14:0015:40
4 June
235
Maille
Virginie
Perceived Realism And Virtuality: The Impact Of Sensory Experiences On A 3d Commercial Website
12.09
SP.2.05
14:0015:40
4 June
239
Makovec Brenčič
Maja
Taking Marketing-Sales Interface Research In A New Direction
17.01
SP.s.07
09:0010:15
4 June
203
Malaer
Lucia
Characteristics Of Cult Brands
14.06
SP.s.16
10:4512:25
3 June
164
Malaer
Lucia
Performance Implications Of Consumers' Emotional And Cognitive Relationship With Brands: A Differentiated View On Brand Relationship Quality
14.08
SP.s.16
16:0017:40
3 June
198
Last name
First name
Paper title
Macaskill
Susan
Macdonald
Page
Mallach
Raphael
Emac 2010 Path Dependence Through Relational Rents In B2bRelationships
02.04
SP.s.07
16:0017:40
3 June
186
Malshe
Avinash
Taking Marketing-Sales Interface Research In A New Direction
17.01
SP.s.07
09:0010:15
4 June
203
Manceau
Delphine
Modeling The Success Of New Products Through System Dynamics –application To Apple'S Iphone
04.04
SP.s.08
14:0015:40
3 June
174
Mantovani Lucena Da Silva
Danielle
What Does My Avatar Say About Me? Consumer Self Presentation In Virtual Worlds
12.09
SP.2.05
14:0015:40
4 June
238
Marín
Longinos
Rest In Peace!. Generativity And Transcendent Products In Consumer Behavior.
19.07
SP.s.10
14:0015:40
4 June
234
Marques
Catarina
The Influence Of Visit Motivation On Preferences For Activities In Natural Parks: A Model-Based Segmentation Using A Finite Mixture PLS Approach
20.02
SP.s.12
10:4512:25
2 June
95
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
Women’s Resistance To Idealized Images Of Feminine Beauty In Advertising
01.09
SP.s.05
09:0010:15
4 June
201
The Website : A New Tool For Performing Arts Theaters To Develop Motivation, Ability And Opportunity To Participate
07.04
SP.s.03
10:4512:25
3 June
162
Alessandro Brand Anthropomorphism: Its Dimensions And Measurement
14.10
SP.s.16
10:4512:25
4 June
227
Marzocchi
Gian Luca
Why Does The Way You Evaluate A Service Depend On When You Evaluate It?
18.06
SP.s.14
16:0017:40
4 June
260
Mason
Katy
Assessing A New Business Parter: How Corporate Identity Assists The Evaluation Process
02.02
SP.s.07
16:0017:40
2 June
125
Mathieson
Brianne
The Crucial Role Of Sincerity In An Effective Corporate Apology: An Overlooked Dimension
19.06
SP.s.10
10:4512:25
4 June
218
Matute
Jorge
Ethical Strategies In Banking: The Role Of Corporate Social Responsibility And Price Fairness As Drivers Of Customer Loyalty
19.04
SP.s.10
10:4512:25
3 June
154
Matzler
Kurt
Sensing And Experiencing The 03.04 Transformative Power Of Brands – An Investigation Into Passionate Consumption Of Lingerie
SP.s.10
14:0015:40
2 June
110
Matzler
Kurt
Engaging Avatars For Effective CoCreation
04.06
SP.s.08
14:0015:40
4 June
235
Mazursky
David
Shock ’n’ Shop. Exaggeration And Structural Alignment In A New Design Launch
03.08
SP.s.01
14:0015:40
3 June
171
Mccallig
John
Examining The Relationship Between 09.03 Customer Satisfaction Earnings And Firm Value
SP.s.14
10:4512:25
4 June
225
Mcgill
Ann L.
The Emotional Car Face: The Optimal Mix Of Friendly And Aggressive Design Elements
14.02
SP.s.16
10:4512:25
2 June
101
Mcleod
Charlotte
Ambivalence Revisited: Advertising Copywriters Feelings Towards Digital Media
01.05
SP.s.05
09:0010:15
3 June
140
McNally
Regina
The Impact Of Customer Service Knowledge And Crm Software Knowledge On Call Center Agent Performance
15.06
SP.s.07
16:0017:40
4 June
248
Md Yassin
Sulaiman
Positioning Malaysia As A Tourist Destination Based On Tourists’ Perception, Satisfaction And Behavioural Intentions
20.04
SP.s.12
10:4512:25
3 June
159
Last name
First name
Paper title
Mars
MarieCatherine
Martinez
Carole
Martino
Page
313
314
Index of Authors
The Six Senses: The Essentials of Marketing
Last name
First name
Paper title
Mead
Nicole L.
Mechinda
Medlin
Session number
Room
Time
Date
Page
"There’s No “You” in Money: Remind- SIG 3 ers of Money Reduce People’s Motivation to be Socially Accepted "
SP.2.16
14:0015:40
2 June
58
Dr. Panisa
Perceived Value Towards The World Heritage And The Moderating Effect Of Destination Familiarity
20.06
SP.s.12
10:4512:25
4 June
Christopher
Drivers And Outcomes Of Consumer Perceptions Of Unethical Marketing Behavior
19.02
SP.s.10
10:4512:25
2 June
Medvetchi Dahan
Mariana
Modeling The Success Of New Products Through System Dynamics –application To Apple'S Iphone
04.04
SP.s.08
14:0015:40
3 June
174
Meert
Katrien
How Does A Consumer Choose A Checkout When There Are Queues In The Store?
16.05
SP.2.10
14:0015:40
4 June
246
Mehrafshan
Nima
Brand Personality As A Mediator Of The Relationship Between Corporate Social Performance And Sales
19.06
SP.s.10
10:4512:25
4 June
Meierer
Markus
Does Endorsing Product Brands By Corporate Branding Pay Off? A MultiCountry Study
14.04
SP.s.16
16:0017:40
Meierer
Markus
Does Standardization Of Corporate Branding Work?
05.05
SP.s.12
Melewar
T.C.
Predecessor And Effects Of Brand Love: Applying Parasocial Love Theory To Consumer Brand Relationships
14.08
SP.s.16
Index of Authors
EMAC - European Marketing Academy
Session number
Last name
First name
Paper title
Room
Time
Date
Meyer
Frederik
Alike, But Different? The Role Of 19.03 Post-Crisis Communication In Lowering A
SP.s.10
09:0010:15
3 June
Page
142
220
MeyerWaarden
Lars
Vector Autoregressive (var) Persist15.02 ence Modeling To Test The Long Term Effects Of Loyalty Programs
SP.s.07
10:4512:25
2 June
88
92
Michaelidou
Nina
A Typology Of Online Users Based On 12.03 Emotions
SP.2.05
14:0015:40
2 June
115
Michaelis
Manuel
How Listed Companies Can Benefit From Their Retail Investors: Three Experimental Studies
15.03
SP.s.07
09:0010:15
3 June
140
Michel
Geraldine
How Could The Congruence Model Explain Co-Branding Effectiveness?
14.03
SP.s.16
14:0015:40
2 June
120
Mikheeva
Alexandra
Marketing In The Music Industry:
12.01
SP.2.05
09:0010:15
2 June
81
217
Millet
Kobe
Sex, Certainty And Financial Risk
03.12
SP.s.01
10:4512:25
4 June
216
The Influence Of Low-Level Perceptual Cues On Fast Consumer Choices
03.10
SP.s.01
16:0017:40
3 June
167
136
Milosavljevic
Milica
2 June
Miniero
Giulia
Realism And Fantasy In Motion Pictures: Transportation Under Debate
03.07
SP.s.01
10:4512:25
3 June
154
14:0015:40
4 June
237
Minkiewicz
Joanna
SP.s.14
16:0017:40
2 June
134
3 June
199
Co-Creation: An Exploratory Investigation Into The Construct And Its Dimensions
18.02
16:0017:40
Mishra
Saurabh
Exploring The Drivers Of Marketing Innovations By Firms
SpS 2
SP.2.16
14:0015:40
3 June
70
Melia
Monia
Value Co-Creation And Experience In Drugs Distribution: The Coop Health Corner
03.09
SP.s.10
14:0015:40
3 June
172
Missirilian
Ohanes
Key Supply Management - Not A Simple Mirror Of Key Account Management
02.01
SP.s.07
14:0015:40
2 June
107
Melia
Monia
Time And Space For The Value CoCreation: Temporary Shop
15.03
SP.s.07
09:0010:15
3 June
140
Mitev
Ariel
Collage of Collages: Electronic Collages for Generating New Product Ideas
SIG 2
SP.2.10
14:0015:40
2 June
57
Melnyk
Valentyna
What’s In A Name? Asymmetry Of Foreign Branding Effects In Hedonic Versus Utilitarian Product Categories
05.03
SP.s.12
14:0015:40
3 June
176
Mittelman
Mauricio
Variety For Nothing
03.08
SP.s.01
14:0015:40
3 June
171
Menezes
Rui
Determinants Of Customer Churn In The Fixed Telecommunications Industry In Portugal: An Application Of A Logit Model
15.03
SP.s.07
09:00 10:15
3 June
141
Modig
Erik
Creative Or Effective Advertising? Comparing The Effects Of Brand Building And Sales Driven Advertising On Brand Equity.
01.10
SP.s.05
10:4512:25
4 June
213
Menezes
João
The Influence Of Visit Motivation On Preferences For Activities In Natural Parks: A Model-Based Segmentation Using A Finite Mixture PLS Approach
20.02
SP.s.12
10:4512:25
2 June
95
Moeller
Jana
Your Ad Shall Get Your Target, Not You: Perceptual Biases Of Persuasion Agents
01.05
SP.s.05
09:0010:15
3 June
139
Moeller
Timo
SP.s.03
195
Applying Survival Analysis On Customer Churn Management
11.01
SP.s.03
10:4512:25
4 June
224
16:0017:40
3 June
Rui
The Moderating Role Of Organizational Development Stages On Technology-Based Smes' Strategic Pricing Of New Products And Services
13.02
Menezes Merlo
Omar
Beyond Market Orientation: The Contribution Of Marketing Subunits To Firm Performance
09.03
SP.s.14
10:4512:25
4 June
224
Moeller
Lise
Tell Me Who Your Parents Are And I Will Tell You Who Are
14.04
SP.s.16
16:0017:40
2 June
136
315
316
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Determinants Of The Demand For Healthy Food: Does Stress Suppress Health Orientation In On-The-Go Consumption?
16.04
SP.2.10
10:4512:25
3 June
Raluca
The Impact Of Entry Modes On Export Knowledge And International Performance Of Smes
05.02
SP.s.12
16:0017:40
Mahadzirah
Positioning Malaysia As A Tourist Destination Based On Tourists’ Perception, Satisfaction And Behavioural Intentions
20.04
SP.s.12
Mohd Yusof Borhanudin
Positioning Malaysia As A Tourist Destination Based On Tourists’ Perception, Satisfaction And Behavioural Intentions
20.04
Moinat
Vivien
Using Self-Congruity And Symbolic Utility To Increase The Efficiency Of Destination Branding
MolinerVelazquez
Beatriz
Moll
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
An Experimental Investigation Of The Influence Of Virtual Community Characteristics On Consumers' Evaluations Of An Online Store
12.03
SP.2.05
14:0015:40
2 June
116
Dirk
Does Standardization Of Corporate Branding Work?
05.05
SP.s.12
14:0015:40
4 June
237
Mourre
MarieLaure
"Does food with health claim fit with ethical and health concerns of the consumers? An exploratory approach "
SIG 4
SP.2.10
16:0017:40
2 June
59
Munawar Khan
Mubbsher
Marketing Across Cultures: Exploring 05.01 Uk Consumer Reactions To Religious Endorsements
SP.s.12
14:0015:40
2 June
114
143
Mühlbacher
Caroline
Sensing And Experiencing The 03.04 Transformative Power Of Brands – An Investigation Into Passionate Consumption Of Lingerie
SP.s.10
14:0015:40
2 June
110
2 June
75
Müller
Brigitte
Using Self-Congruity And Symbolic Utility To Increase The Efficiency Of Destination Branding
20.03
SP.s.12
09:0010:15
3 June
143
14:0015:40
2 June
57
Müller
Jana
The Moderating Impact Of Age On Post-Complaint Behavior
18.06
SP.s.14
16:0017:40
4 June
260
SP.2.05
14:0015:40
3 June
178
Möller
Timo
How The Personality Of A Brand Impacts The Perception Of Different Dimensions Of Quality
14.12
SP.s.16
16:0017:40
4 June
261
02.02
SP.s.07
16:0017:40
2 June
124
Nagy
Gabor
SP.2.05
14:0015:40
3 June
177
The Role Of Past Behaviour On The Impact Of Direct Mail: An Empirical Analysis Using Rfm-Approach
01.06
SP.s.05
10:4512:25
3 June
150
The Relationship Of The Three 06.02 Components Of Market Orientation And Different Performance Measures In The Context Of Organizational Cultures
Elisa
Over-Packaging From Need To Wastage
19.01
SP.s.10
09:0010:15
2 June
77
Nagy
Szabolcs
Store Choice Model – The Uniocoop Case In Hungary
06.02
SP.2.05
14:0015:40
3 June
178
Montana
Jordi
Design for All: A Marketing Management Model to Enhance the Competitive Edge
SIG 2
SP.2.10
14:0015:40
2 June
57
Nagy
Gábor
09.01
SP.s.14
10:4512:25
2 June
100
Moons
Ingrid
The Extended Decomposed Theory Of Planned Behaviour. A Framework For Investigating The Adoption Process Of Electric Cars
04.05
SP.s.08
16:0017:40
3 June
191
The Mediating Role Of Organizational Capabilities In The Relationship Between Strategic Orientations And Business Performance: Evidence From Developed And Developing Countries
Naskrent
Julia
Sports Sponsorship And Its Influence On Consumer Brand Identification
01.02
SP.s.05
10:4512:25
2 June
86
Nath
Prithwiraj
Retail Performance: The Role Of Marketing, Operations, And Environmental Capabilities
16.03
SP.2.10
09:0010:15
3 June
148
Navarro
Angeles
The Impact Of Ubiquitous Context On Information Privacy Concerns In A Mobile-Based Promotion
01.01
SP.s.05
09:0010:15
2 June
74
Navarro
Antonio
The Influence Of Resources And Capabilities In Exporting: A Theoretical Model
05.04
SP.s.12
16:0017:40
3 June
191
Last name
First name
Paper title
Moeller
Sabine
MogosDescôtes Mohamad
Page
Last name
First name
Paper title
165
Morschett
Dirk
2 June
130
Morschett
10:4512:25
3 June
159
SP.s.12
10:4512:25
3 June
159
20.03
SP.s.12
09:0010:15
3 June
Loyalty-Based Segmentation Of Travel Agencies: The Role Of Relational Benefits
15.01
SP.s.07
09:0010:15
Lisa
Design for All: A Marketing Management Model to Enhance the Competitive Edge
SIG 2
SP.2.10
Molnár
László
Store Choice Model – The Uniocoop Case In Hungary
06.02
Mols
Niels Peter
The Internal Competitor: Buyer Behavior And Marketing Strategies
MondéjarJiménez
Juan Antonio
Monnot
Morgan
Robert
The Role Of Absorptive Capacity In The Market Orientation-Customer Performance Relationship For Public Service Provision
07.04
SP.s.03
10:4512:25
3 June
161
Morrison
Pam
Understanding Consumer Preferences For Co-Branded Products: The Role Of Extendibility, Compatibility And Uncertainty
14.07
SP.s.16
14:0015:40
3 June
182
Page
317
318
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Strategic Consistent Messages: Effects On Brand Image
01.07
SP.s.05
14:0015:40
3 June
168
Michelle R.
In-Game Advertising Drives Brand Recall And Liking For Motorsport Game Among Heavy Users
12.07
SP.2.05
09:0010:15
4 June
207
Scott A.
"The Effect of Channel Elimination on Customer Behavior: Less Channeling Activities in Catalog Retailing Industry"
SIG 9
SP.2.10
10:4512:25
4 June
64
Last name
First name
Paper title
NavarroBailón
María A.
Nelson
Neslin
Page
Neuhaus
Carolin
Aesthetic Product Design from a Behavioral, Neural, and Psychological Perspective
SIG 2
SP.2.10
14:0015:40
2 June
57
Newell
Ross
Impact Of Store Level Promotions, Price Consciousness And Brand Image On Impulse Purchase: Analysing The Inter-Construct Interactions
16.06
SP.2.10
16:0017:40
4 June
262
Nguyen
Cathy
Understanding Self-Reported Probabilities Of Giving Word Of Mouth
01.04
SP.s.05
16:0017:40
2 June
123
Nicolau
Juan-Luis
Considering The Environment In The Evaluation Of Retailing Efficiency
16.03
SP.2.10
09:0010:15
3 June
147
Nicolau
Juan L.
Relationship Between Culture And Tourist Sensitivity To Price
20.02
SP.s.12
10:4512:25
2 June
96
Niraj
Rakesh
How Well Do You Know Your Customers? Using Loyalty Card Data To Make Inferences About Purchasing Behavior
15.02
SP.s.07
10:4512:25
2 June
88
Noci
Giuliano
Exploring The Strategic Orientations Of A Service-Centered View Of The Firm
09.02
SP.s.14
10:4512:25
3 June
163
Noordhoff
Corine S.
The Transferability Of Knowledge Gained From Vertical Partners: Conflicting Moderating Effects Of Strong Ties
SpS 2
SP.2.16
14:0015:40
3 June
70
Northover
Haydn
Pre-Test Advertising – Proposing A New Validity Project
01.05
SP.s.05
09:0010:15
3 June
139
Novello
Simone
“Regional Agglomerations” And Export Performance: The Case Of “third Italy” SMEs
05.05
SP.s.12
14:0015:40
4 June
Nyeck
Simon
Masculine Rep Of Men’s Lingerie Consumption: A Duality Based On Identity
03.14
SP.s.01
16:0017:40
Nyffenegger
Bettina
Characteristics Of Cult Brands
14.06
SP.s.16
Nyffenegger
Bettina
Performance Implications Of Consumers' Emotional And Cognitive Relationship With Brands: A Differentiated View On Brand Relationship Quality
14.08
SP.s.16
Index of Authors
EMAC - European Marketing Academy
Last name
First name
Session number
Room
Time
Date
Occhiocupo Nicoletta
The Internet-Based Democratisation Of Brand Management – The Dawn Of A New Paradigm Or Dangerous Nonsense?
14.06
SP.s.16
10:4512:25
3 June
164
Okazaki
Shintaro
The Impact Of Ubiquitous Context On Information Privacy Concerns In A Mobile-Based Promotion
01.01
SP.s.05
09:0010:15
2 June
74
Olsen
Lars Erling
Making It Fit! The Use Of Sequential Brand Extensions To Accomplish Growth
14.07
SP.s.16
14:0015:40
3 June
181
Ordabayeva Nailya
Mood Matching: The Importance Of Fit Between Moods Elicited By Media Content And Advertisements
01.11
SP.s.05
14:0015:40
4 June
228
Orsingher
Why Does The Way You Evaluate A Service Depend On When You Evaluate It?
18.06
SP.s.14
16:0017:40
4 June
260
Ortega Egea Jose Manuel
The Role Of Instrumental Factors In Physicians’ Acceptance Of E-Health Services: An Extension Of Tam
12.04
SP.2.05
16:0017:40
2 June
131
Ortega Egea Jose Manuel
Fighting Climate Change: A Study Of European Citizens’ Pro-Environmental Behavior
19.02
SP.s.10
10:4512:25
2 June
91
Orus
Carlos
The Impact Of Initial Affective States On Users’ Online Search Behavior With Search Engine: Attention And Emotions
12.08
SP.2.05
10:4512:25
4 June
222
O'Sullivan
Don
Examining The Relationship Between 09.03 Customer Satisfaction Earnings And Firm Value
SP.s.14
10:4512:25
4 June
225
Chiara
Paper title
Page
Otero-Neira Carmen
Service Encounter Practices, Employee Service Orientation And Participation: Moderating Effect Of Chain Affiliation
20.04
SP.s.12
10:4512:25
3 June
158
Ots
Mart
What The Heck Is A Mash-Up? Consumer Generated Media, Value Creation And Resource Integration.
12.06
SP.2.05
16:0017:40
3 June
193
236
Ourahmoune
Nacima
Masculine Rep Of Men’s Lingerie Consumption: A Duality Based On Identity
03.14
SP.s.01
16:0017:40
4 June
250
4 June
250
Outra
Evaggelia
Postmodern Advertising: A Longitudinal Study Of Super Bowl Commercials
01.10
SP.s.05
10:4512:25
4 June
213
10:4512:25
3 June
164
Ozgen
Ozge
SP.s.10
10:4512:25
4 June
217
16:0017:40
3 June
198
19.06 Having Corporate Ability Or Corporate Social Responsibility Positioning: Building Strong Brands In Brand Crisis
Pace
Stefano
Pre-Rituals Of Consumption
SP.s.01
16:0017:40
4 June
251
03.14
319
320
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Exploring The Strategic Orientations Of A Service-Centered View Of The Firm
09.02
SP.s.14
10:4512:25
3 June
163
Hedonic Or Utilitarian Premiums?: The Role Of Product-Premium Fit
01.11
SP.s.05
14:0015:40
4 June
229
Dayananda Drivers And Outcomes Of Consumer Perceptions Of Unethical Marketing Behavior
19.02
SP.s.10
10:4512:25
2 June
92
Paluch
Stefanie
Remote Service Delivery And Relationship Management: Results Of A Qualitative Study In A B2b-Setting
18.03
SP.s.14
14:0015:40
3 June
180
Pandelaere
Mario
Ovulatory Cycle Effects On Women’s Attention To Prestige Goods
03.02
SP.s.01
10:4512:25
2 June
90
Pandelaere
Mario
Are Days More Valuable Than Months? The Time-Unit Effect In Consumer Decision Making.
03.05
SP.s.01
16:0017:40
2 June
126
Pandelaere
Mario
What Determines Customers’ Evalu- 03.15 ation Of Online Reviews? The Role Of Review And Product Characteristics
SP.s.10
16:0017:40
4 June
252
How Does A Consumer Choose A Checkout When There Are Queues In The Store?
16.05
SP.2.10
14:0015:40
4 June
Measuring Relationship Marketing Orientation As A Higher Order Factor Structure: Evidence From B2b Markets
02.03
14:0015:40
3 June
Last name
First name
Paper title
Paladino
Angela
Palazon
Mariola
Palihawadana
Pandelaere
Papadakis
Mario
George
SP.s.07
Page
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
The Transferability Of Knowledge Gained From Vertical Partners: Conflicting Moderating Effects Of Strong Ties
SpS 2
SP.2.16
14:0015:40
3 June
70
Adrian
A Conceptual Model For Value CoCreation: Designing Collaboration Within A Service System
10.01
SP.s.03
14:0015:40
2 June
117
Pecheux
Claude
Threat Appeals For Non-Profit Advertisements Of Healthy Food To Children: Impact Of Repetition On Both Effectiveness And Ethical Concerns.
07.02
SP.s.03
10:4512:25
2 June
98
Peluso
Alessandro Did It Happen To Whom? New M. Insights Into The Relative Effect Of Positive And Negative Product Judgments On Wom
01.04
SP.s.05
16:0017:40
2 June
123
Peluso
Alessandro Brand Anthropomorphism: Its DiM. mensions And Measurement
14.10
SP.s.16
10:4512:25
4 June
227
Peretz
Adrian
Making It Fit! The Use Of Sequential Brand Extensions To Accomplish Growth
14.07
SP.s.16
14:0015:40
3 June
181
Permann
Alexander
Brand Personality As A Mediator Of The Relationship Between Corporate Social Performance And Sales
19.06
SP.s.10
10:4512:25
4 June
217
Petropoulos Konstantinos
The Effects Of Store Corporate Associations On Store Brand Responses
14.07
SP.s.16
14:0015:40
3 June
183
Pichler
Elisabeth A.
03.04 Sensing And Experiencing The Transformative Power Of Brands – An Investigation Into Passionate Consumption Of Lingerie
SP.s.10
14:0015:40
2 June
110
Pick
Doreén
Learning From Single Customers – The Link Between Learning Orientation, Knowledge Generation Competence And Innovativeness In B2b Markets
04.03
SP.s.08
14:0015:40
2 June
112
Last name
First name
Paper title
Pauwels
Pieter
Payne
246
168
Page
Papadakis
George
Does Crm Pay? An Empirical Investigation Of The Benefits Of Crm
15.06
SP.s.07
16:0017:40
4 June
249
Papastathopoulou
Paulina
New Service Development: An Analy- 04.02 sis Of 27 Years Of Research
SP.s.08
10:4512:25
2 June
94
Papies
Dominik
Should I Stay Or Should I Go? Analyzing Consumer Reactions To Sponsorship Terminations
01.02
SP.s.05
10:4512:25
2 June
87
Papista
Erifili
Consumer Relationship With The Brand: A Comparison Of Two Alternative Measurement Scales
15.05
SP.s.07
14:0015:40
4 June
230
Pick
Doreén
Positive Wom – Why Defected Customers Intend To Recommend A Former Firm
15.01
SP.s.07
09:0010:15
2 June
74
Pappu
Ravi
The Role Of Articulation In Sponsorship Portfolio Communication
01.03
SP.s.05
14:0015:40
2 June
105
Pieters
Rik
03.12
SP.s.01
10:4512:25
4 June
216
Pardo
Catherine
Key Supply Management - Not A Simple Mirror Of Key Account Management
02.01
SP.s.07
14:0015:40
2 June
106
Waiting Until The Dust Settles: The Effect Of The Economic Crisis On Consumers Saving Focus
Piha
Lamprini
Destination Branding: Qualitative Insights From The Hotel Industry
20.03
SP.s.12
09:0010:15
3 June
143
Piller
Frank
The Influence Of Base Product Quality On Customization Utility
14.03
SP.s.16
14:0015:40
2 June
120
Pina
Jose M.
Ethical Strategies In Banking: The Role Of Corporate Social Responsibility And Price Fairness As Drivers Of Customer Loyalty
19.04
SP.s.10
10:4512:25
3 June
154
Parguel
Béatrice
When Students Give Biased Respons- 08.02 es To Researchers: An Exploration Of Traditional Paper Vs. Computerized Self-Administration
SP.s.08
10:4512:25
3 June
157
Paul
Michael
Modeling Optimal Multichannel Strategies In Service Industries
SP.s.14
14:0015:40
3 June
181
18.03
321
322
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Store Choice Model – The Uniocoop Case In Hungary
06.02
SP.2.05
14:0015:40
3 June
178
Gabriele
Why Does The Way You Evaluate A Service Depend On When You Evaluate It?
18.06
SP.s.14
16:0017:40
4 June
260
Plank
Kilian
A Copula-Based Multivariate Generalization Of The Bass Model
11.03
SP.s.03
16:0017:40
4 June
258
Plichon
Véronique
The Compared Effect Of Perceived Sensory Stimuli During The Shopping Experience
16.04
SP.2.10
10:4512:25
3 June
166
Polo
Ana
The Measurement Of The Rural Tourist Overall Experience Through Perceived Value
20.06
SP.s.12
10:4512:25
4 June
220
Poncin
Ingrid
Perceived Realism And Virtuality: The Impact Of Sensory Experiences On A 3d Commercial Website
12.09
SP.2.05
14:0015:40
4 June
239
Poncin
Ingrid
SIG 9 U-Virtual Sales Agents: Ubiquity As The New Challenge For Multichannel Retailing
SP.2.10
10:4512:25
4 June
64
Last name
First name
Paper title
Piskóti Dr.
István
Pizzi
Page
Poncin
Ingrid
"Using Overall Impression Measurement to Stimulate Multi-Channel Buying Behaviors"
SIG 9
SP.2.10
10:4512:25
4 June
64
Popp
Bastian
Increasing Profits By Combining Different Price Discrimination Measures: The Joint Impact Of Price Negotiations And Price Bundling
13.02
SP.s.03
16:0017:40
3 June
196
Popp
Bastian
The Role Of Identification And CoCreation In The Service-Profit Chain
18.02
SP.s.14
16:0017:40
2 June
135
Portela
Sofia
Determinants Of Customer Churn In The Fixed Telecommunications Industry In Portugal: An Application Of A Logit Model
15.03
SP.s.07
09:0010:15
3 June
141
Portela
Sofia
Applying Survival Analysis On Customer Churn Management
11.01
SP.s.03
10:4512:25
4 June
224
Portier
Philippe
Key Supply Management - Not A Simple Mirror Of Key Account Management
02.01
SP.s.07
14:0015:40
2 June
106
Poulis
Konstantinos
Intra-National Cultural Heterogeneity, Acculturation And Marketing Strategy: Applying The Standardization/adaptation Framework
10.02
SP.s.03
16:0017:40
2 June
133
Poulis
Efthimios
Intra-National Cultural Heterogeneity, Acculturation And Marketing Strategy: Applying The Standardization/adaptation Framework
10.02
SP.s.03
16:0017:40
2 June
133
The Novelty/familiarity Continuum In Tourism: Implications For Product Strategies Of Fmcg Firms
20.02
10:4512:25
2 June
Poulis
Efthimios
SP.s.12
95
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
The Novelty/familiarity Continuum In Tourism: Implications For Product Strategies Of Fmcg Firms
20.02
SP.s.12
10:4512:25
2 June
95
Cristian
Use Of Functional Data Analysis In Marketing Research
08.03
SP.s.08
09:0010:15
4 June
205
Premazzi
Katia
Store Trust's Antecedents And Impacts On Store Loyalty: Some Preliminary Results In The Fashion Sector
16.06
SP.2.10
16:0017:40
4 June
263
Professor Dr. Brettel
Malte
Understanding The Impact Of Internal Corporate Identity Management On External Corporate Image And Company Performance – A MultiIndustry Approach
14.04
SP.s.16
16:0017:40
2 June
137
Prokopec
Sonja
Optimizing Donations With Individually-Tailored Donation Grids: An Econometric Model Of Compliance And Generosity
11.02
SP.s.03
14:0015:40
4 June
241
Pulham
Susan
The 50+-Market: United In Diversity? Evidence From 6 Western Countries
05.01
SP.s.12
14:0015:40
2 June
114
Puntoni
Stefano
Categorization by Groups
SIG 8
SP.2.16
16:0017:40
3 June
63
Purani
Dr. Keyur
Competitive Psychological Climate, Work-Life Conflict, Role Conflict And Their Impact On Customer Orientation Among Call Center Employees
18.04
SP.s.14
16:0017:40
3 June
198
Puustinen
Pekka
Not Just For Profit – Extending The Perspective On Consumers´ Investment Goals
03.09
SP.s.10
14:0015:40
3 June
172
Pyka
Sebastian
Exploring The Role Of Salesperson Resilience
17.02
SP.s.07
10:4512:25
4 June
215
Paas
Leo
The Effect of Anticipated and Experienced Regret and Pride on Investors’ Future Selling Decisions
SIG 11
SP.2.16
14:0015:40
4 June
66
Quaschning
Simon
What Determines Customers’ Evalu- 03.15 ation Of Online Reviews? The Role Of Review And Product Characteristics
SP.s.10
16:0017:40
4 June
252
Queiroga
Ana
The Determinants And Consequences Of Customer Oriented Solutions: Analysing The Role Of Financial Performance
04.03
SP.s.08
14:0015:40
2 June
113
Quester
Pascale
An Integrated Model Of Key Success Drivers In Service Exports
05.04
SP.s.12
16:0017:40
3 June
193
Raghubir
Priya
Personalities of Financial Products
SIG 11
SP.2.16
14:0015:40
4 June
66
Ramanathan
Ramakrishnan
Retail Performance: The Role Of Marketing, Operations, And Environmental Capabilities
16.03
SP.2.10
09:0010:15
3 June
148
Last name
First name
Paper title
Poulis
Konstantinos
Preda
Page
323
324
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Quantifying the perceptual characteristics of Sound Logos
SIG 7
SP.2.10
16:0017:40
3 June
62
Antonio
The Influence Of Low-Level Perceptual Cues On Fast Consumer Choices
03.10
SP.s.01
16:0017:40
3 June
167
Real
Elizabeth
The Importance Of Corporate Social Responsibility In The Brand Image – The “delta Cafés” Case Study
19.06
SP.s.10
10:4512:25
4 June
217
Reber
Katrin C.
Local Marketing Of Over-The-Counter Drugs
SpS 1
SP.2.16
10:4512:25
3 June
68
Reichl
Claudia
International Launch Of Innovations: 05.02 The Relevance Of Stakeholders
SP.s.12
16:0017:40
2 June
130
Reid
Susan E.
A Typology Of Front-End Market Vision Capability Scenarios Of High-Tech Firms Involved In Radical Innovation
04.02
SP.s.08
10:4512:25
2 June
93
Last name
First name
Paper title
Ramsgaard
Jesper
Rangel
Page
Reijonen
Helen
Market Orientation And Brand Orien- 14.12 tation: Drivers Of SME Performance?
SP.s.16
16:0017:40
4 June
261
Reimann
Martin
Aesthetic Product Design from a Behavioral, Neural, and Psychological Perspective
SIG 2
SP.2.10
14:0015:40
2 June
57
Reinders
Machiel
How Forced Use Of TechnologyBased Self-Service Affects Consumers’ Post-Adoption Evaluation: The Role Of Technology And Service Expertise
18.03
SP.s.14
14:0015:40
3 June
180
Reinhold
Michael
Exhibitor Satisfaction In BusinessTo-Business Trade Shows - Understanding Performance Patterns From Vavra’s Importance Grid Perspective
02.03
SP.s.07
14:0015:40
3 June
169
Reinhold
Stephan
Exhibitor Satisfaction In BusinessTo-Business Trade Shows - Understanding Performance Patterns From Vavra’s Importance Grid Perspective
02.03
SP.s.07
14:0015:40
3 June
169
Reis
Elizabeth
The Influence Of Visit Motivation On Preferences For Activities In Natural Parks: A Model-Based Segmentation Using A Finite Mixture PLS Approach
20.02
SP.s.12
10:4512:25
2 June
95
Reisinger
Heribert
Household Structure And Dynamic Movements: A Life Cycle Perspective
03.01
SP.s.01
09:0010:15
2 June
76
Reniou
Fanny
Over-Packaging From Need To Wastage
19.01
SP.s.10
09:0010:15
2 June
77
Reniou
Fanny
Participative Marketing: How Should Brands Thank Consumers For Their Contribution?
03.15
SP.s.10
16:0017:40
4 June
252
Rentschler
Ruth
Manifestations Of Brand Orientation Within Museums
07.03
SP.s.03
09:0010:15
3 June
145
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
Estimating Reservation Prices Of Whole Products For Single Individuals: An Enhanced Exploded Logit Model For Limit Conjoint Analysis
01.06
SP.s.05
10:4512:25
3 June
150
Ruth
The Consumer Evaporates: Insights From Practice Theory
10.01
SP.s.03
14:0015:40
2 June
118
Rettie
Ruth
A Comparison Between Text And Image Search In The Context Of Online Shopping For The Uk Women’s Fashion Industry
12.01
SP.2.05
09:0010:15
2 June
82
Rialp
Josep
An Extension Of The Narver And Slater Market Orientation Scales To Early Transition Economies
06.02
SP.2.05
14:0015:40
3 June
176
Ricotta
Francesco
Realism And Fantasy In Motion Pictures: Transportation Under Debate
03.07
SP.s.01
10:4512:25
3 June
154
Riethmuller Sam
Consumer Choice And Nonownership Alternatives
03.01
SP.s.01
09:0010:15
2 June
76
Rigopoulou
Irini
Investigating The Dimensions Of The Employer Brand
14.04
SP.s.16
16:0017:40
2 June
137
Rilling
Thomas
Managers’ Marketing Alliance Formation Behavior – The Impact Of Company External Conditions And Managers’ Personality Traits
09.01
SP.s.14
10:4512:25
2 June
99
Ringle
Christian M.
Segment Retention And Collinearity In Mixture Regression Analysis
08.03
SP.s.08
09:0010:15
4 June
204
Rintamäki
Timo
Not Just For Profit – Extending The Perspective On Consumers´ Investment Goals
03.09
SP.s.10
14:0015:40
3 June
172
Rita
Paulo
Evaluating Traditional Online Purchase Factors That Influence Online Tourism Customers Satisfaction
20.01
SP.s.12
09:0010:15
2 June
79
Ritter
Thomas
Antecedents Of Customer Relationship Termination
02.04
SP.s.07
16:0017:40
3 June
186
Robben
Roderik
Explaining Consumer Intentions To Adopt Online Consumer Reviews
12.06
SP.2.05
16:0017:40
3 June
194
Robbert
Thomas
Increasing Profits By Combining Different Price Discrimination Measures: The Joint Impact Of Price Negotiations And Price Bundling
13.02
SP.s.03
16:0017:40
3 June
196
Roberts
John
Understanding Consumer Preferences For Co-Branded Products: The Role Of Extendibility, Compatibility And Uncertainty
14.07
SP.s.16
14:0015:40
3 June
182
Rochette
Corinne
Market Orientation As Key Factor Of 05.05 Assimilation Of The Cultural Variable
SP.s.12
14:0015:40
4 June
237
Rodrigues
Luiza
Control Mechanisms And Goal Orien- 18.02 tations: Evidence From Frontline Service Employees
SP.s.14
16:0017:40
2 June
135
Last name
First name
Paper title
Rese
Mario
Rettie
Page
325
326
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
The Importance Of Corporate Social Responsibility In The Brand Image – The “delta Cafés” Case Study
19.06
SP.s.10
10:4512:25
4 June
Miguel Ángel
The Measurement Of The Rural Tourist Overall Experience Through Perceived Value
20.06
SP.s.12
10:4512:25
Román
Sergio
The Best Of Two Worlds: The Multichannel Customer'S Service Experience
16.05
SP.2.10
Roman Gonzalez
Maria Victoria
The Role Of Instrumental Factors In Physicians’ Acceptance Of E-Health Services: An Extension Of Tam
12.04
Romaniuk
Jenni
Understanding Self-Reported Probabilities Of Giving Word Of Mouth
Roozen
Irene
Last name
First name
Paper title
Rodrigues
Paula
Rodríguez
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
Overbooking! When Identified Consumers Don’t Recruit New Customers
03.13
SP.s.01
14:0015:40
4 June
231
Salvador
If You Cannot Get Your Customers To Shut Up, Try To Channel Their Conversations
03.15
SP.s.10
16:0017:40
4 June
253
Ruiz
Salvador
Rest In Peace!. Generativity And Transcendent Products In Consumer Behavior.
19.07
SP.s.10
14:0015:40
4 June
234
131
Ruiz-Molina
MariaEugenia
Loyalty-Based Segmentation Of Travel Agencies: The Role Of Relational Benefits
15.01
SP.s.07
09:0010:15
2 June
75
2 June
123
Rumpf
Katia
14.07
SP.s.16
14:0015:40
3 June
182
10:4512:25
2 June
98
Parent Brand Evaluation After PriceBased Brand Extensions: The Impact Of Brand Concept And Extension Direction
Rundh
Bo
Market Incidents - The Small Exporting Firm'S Dilemma
05.02
SP.s.12
16:0017:40
2 June
129
Page
Last name
First name
Paper title
217
Ruiz
Salvador
4 June
220
Ruiz
14:0015:40
4 June
245
SP.2.05
16:0017:40
2 June
01.04
SP.s.05
16:0017:40
07.02 On The Effectiveness Of Commercials For Profit Vs. Non-Profit Brands: The Impact Of Emotional Appeal And Media-Context.
SP.s.03
Page
Roschk
Holger
The Moderating Impact Of Age On Post-Complaint Behavior
18.06
SP.s.14
16:0017:40
4 June
260
Russell
Dale
Country Animosity And Brand Prejudice And Discrimination
05.06
SP.s.12
16:0017:40
4 June
255
Rossiter
John
An Initial Empirical Guide To Translating Between Different Answer Formats
08.02
SP.s.08
10:4512:25
3 June
156
Russell
Cristel
Country Animosity And Brand Prejudice And Discrimination
05.06
SP.s.12
16:0017:40
4 June
255
Rossmann
Alexander
The Impact Of Organizational Capa- 15.06 bilities And Customer Preferences On Trust In Interfirm Relationships
SP.s.07
16:0017:40
4 June
250
Russell
Cristel
Can Warnings Reduce The Persuasiveness Of Products Placed In Tv Series?
19.05
SP.s.10
09:0010:15
4 June
203
Roth
Stefan
Antecedents And Consequences Of Strategic Price Management In
13.02
SP.s.03
16:0017:40
3 June
195
Russell
Dale
Can Warnings Reduce The Persuasiveness Of Products Placed In Tv Series?
19.05
SP.s.10
09:0010:15
4 June
203
Roth
Stefan
Increasing Profits By Combining Different Price Discrimination Measures: The Joint Impact Of Price Negotiations And Price Bundling
13.02
SP.s.03
16:0017:40
3 June
196
Russo Spena
Tiziana
Value Co-Creation And Experience In Drugs Distribution: The Coop Health Corner
03.09
SP.s.10
14:0015:40
3 June
172
Roux
Elyette
Masculine Rep Of Men’s Lingerie Consumption: A Duality Based On Identity
03.14
SP.s.01
16:0017:40
4 June
250
Russo Spena
Tiziana
Time And Space For The Value CoCreation: Temporary Shop
15.03
SP.s.07
09:0010:15
3 June
140
Ruzo
Emilio
SP.s.12
191
03.14
SP.s.01
16:0017:40
4 June
250
16:0017:40
3 June
Dominique Being Oneself In Someone Else’s Clothes: Reappropriation Versus Rejection Of Other’s Possessions
The Influence Of Resources And Capabilities In Exporting: A Theoretical Model
05.04
Roux
Sagan
Adam
SP.s.08
128
Are Consumers Ready To Accept Rfid Technology In Marketing?
12.04
SP.2.05
16:0017:40
2 June
132
16:0017:40
2 June
Jean
More Than Just A Cigar: An Examination Of The Quality Of Ladders
08.01
Roy
Sahadev
Sunil
SP.s.14
198
Intention To Purchase Generic Drugs: 07.05 A Causal Model
SP.s.03
09:0010:15
4 June
208
16:0017:40
3 June
Mercedes
Competitive Psychological Climate, Work-Life Conflict, Role Conflict And Their Impact On Customer Orientation Among Call Center Employees
18.04
Rozano Rudolph
Thomas
Motivational Directions In "fun"Oriented Online Behavior
10.02
SP.s.03
16:0017:40
2 June
134
Sainio
Liisa-Maija
04.03
SP.s.08
14:0015:40
2 June
112
Rudolph
Thomas
Modeling Optimal Multichannel Strategies In Service Industries
18.03
SP.s.14
14:0015:40
3 June
181
Determinants Of Customer And Competitor Knowledge Processing In R&d
Sajeesh
Sajeesh
SP.s.03
240
The Role Of Product Expectations In Electronic Word Of Mouth
12.02
SP.2.05
10:4512:25
2 June
96
14:0015:40
4 June
Salvador
Effect Of Reference Price On Product Differentiation In Durable Goods Markets
11.02
Ruiz
327
328
Index of Authors
The Six Senses: The Essentials of Marketing
Last name
First name
Paper title
Session number
Room
Time
Date
Sajtos
Laszlo
The Dual Impact Of Switching Costs
15.04
SP.s.07
10:4512:25
Sajtos
Laszlo
Relative Influence Of Brand Image And Brand Trust On Customer Value And Loyalty: Further Empirical Results
18.05
SP.s.14
Session number
Room
Time
Date
Charalabos Introducing Evolutionary Modeling To Strategic Retail Decisions: Optimal Diversification Of Store Portfolios Through Genetic Algorithms.
11.02
SP.s.03
14:0015:40
4 June
240
Sarstedt
Marko
Segment Retention And Collinearity In Mixture Regression Analysis
08.03
SP.s.08
09:0010:15
4 June
204
Sattler
Henrik
Does Image-Congruent Media Selection Influence Celebrity Endorsement Advertising Success?
01.07
SP.s.05
14:0015:40
3 June
168
Sattler
Henrik
Spillover Effects In Multiple CoBranding Alliances
14.06
SP.s.16
10:4512:25
3 June
164
Sattler
Henrik
Hunting Vampires: Do Celebrity Endorsers Suck The Recall From The Brand?
01.12
SP.s.05
16:0017:40
4 June
247
Sattler
Henrik
Pursuing Big Love: Analysing Spillover Effects Between Co-Partners In Brand Alliances
14.11
SP.s.16
14:0015:40
4 June
244
Schaefers
Tobias
Diverse National Grocery Market 16.02 Structures: An Explanatory Approach
SP.2.10
10:4512:25
2 June
103
Schaefers
Tobias
Determinants Of The Demand For Healthy Food: Does Stress Suppress Health Orientation In On-The-Go Consumption?
16.04
SP.2.10
10:4512:25
3 June
165
Page
Last name
First name
3 June
152
Saridakis
14:0015:40
4 June
242
SakerSoultani
Natali
Having Corporate Ability Or Corpo19.06 rate Social Responsibility Positioning: Building Strong Brands In Brand Crisis
SP.s.10
10:4512:25
4 June
217
Salgueiro
Fatima
Evaluating Traditional Online Purchase Factors That Influence Online Tourism Customers Satisfaction
20.01
SP.s.12
09:0010:15
2 June
79
Salle
Robert
Key Supply Management - Not A Simple Mirror Of Key Account Management
02.01
SP.s.07
14:0015:40
2 June
106
Salojärvi
Hanna
Determinants Of Customer And Competitor Knowledge Processing In R&d
04.03
SP.s.08
14:0015:40
2 June
112
Index of Authors
EMAC - European Marketing Academy
Paper title
Page
Salomo
Soeren
How Technical Newness Predicts Sales Across The Product Lifecycle
04.04
SP.s.08
14:0015:40
3 June
174
Salvador
Del Barrio
Impact Of Online Sales Promotion Type On Internet User Recall
01.01
SP.s.05
09:0010:15
2 June
73
Salzberger
Thomas
Examining The Functioning Of Different Response Scales Based On Innovative Measurement Models
08.02
SP.s.08
10:4512:25
3 June
156
Schellekens Gaby
Word Of Mouth Has More Impact On Receivers When The Communicator Uses More Abstract Language
01.04
SP.s.05
16:0017:40
2 June
122
Samiee
Saeed
Consumer Perceptions Of Cyber And Extension Brands Over Time
16.01
SP.2.10
09:0010:15
2 June
85
Schellekens Gaby
03.07
SP.s.01
10:4512:25
3 June
153
Samuelsen
Bendik
The Dark Side Of Brand Extension Similarity
03.10
SP.s.01
16:0017:40
3 June
188
Two Small Steps, One Giant Leap: Effect Of Movement Signals On Consumers’ Walking Paths And Walking Speed
San Martín
Sonia
Socio-Psychological Determinants Of Foreign Products Purchase
05.03
SP.s.12
14:0015:40
3 June
175
Schillerwaert
Niels
Affect and advocacy conveyed in UGC: When does UGC become effective?
SIG 5
SP.2.16
16:0017:40
2 June
60
Sanchez
Javier
An Extension Of The Narver And Slater Market Orientation Scales To Early Transition Economies
06.02
SP.2.05
14:0015:40
3 June
176
Schlegelmilch
Bodo B.
Marketing Across Cultures: Exploring 05.01 Uk Consumer Reactions To Religious Endorsements
SP.s.12
14:0015:40
2 June
114
Sánchez Villar
Juan
Internet Interaction And Political Behavior: An Approach To Blogs As Adoption Channels For Participatory Political Roles
12.01
SP.2.05
09:0010:15
2 June
81
Schlegelmilch
Bodo B.
Consumers’ Perception Of Corporate Social Responsibility
19.02
SP.s.10
10:4512:25
2 June
92
Schlueter
Andrea
SP.s.12
238
Reward Systems For Multiknowledge Individuals: Improving Non-Marketing Managers’ Use Of Customer Information
04.03
SP.s.08
14:0015:40
2 June
111
14:0015:40
4 June
Jon Bingen
Impact Of Retail Internationalization On Kam Centralization
05.05
Sande
Schmitt
Julien
Asymmetric Advertising Response
01.06
SP.s.05
10:4512:25
3 June
149
Sande
Jon Bingen
Dealing With Endogeneity In InterOrganizational And Marketing Strategy Research: A Review
16.03
SP.2.10
09:0010:15
3 June
148
Schmitt
Philipp
Referral Programs And Customer Value
15.01
SP.s.07
09:0010:15
2 June
74
Schmitt
Robert
SP.s.16
261
Web Site Brand Image, Relationship, And Credibility As Determinants Of E-Shopper Loyalty
12.03
SP.2.05
14:0015:40
2 June
115
16:0017:40
4 June
Silvina
How The Personality Of A Brand Impacts The Perception Of Different Dimensions Of Quality
14.12
Santana
329
330
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Experiential Attributes and Preference Judgments: The Role of Processing Fluency
SIG 10
SP.2.16
10:4512:25
4 June
Bernd
The Importance of Brand Experiences for Understanding the Communication Effects of Events
SIG 10
SP.2.16
10:4512:25
Christian
"Exhibitor Satisfaction In BusinessTo-Business Trade Shows Understanding Performance Patterns From Vavra’s Importance Grid Perspective"
02.03
SP.s.07
Last name
First name
Paper title
Schmitt
Bernd
Schmitt
Schmitz
Page
Session number
Room
Time
Date
Tell Me Who Your Parents Are And I Will Tell You Who Are
14.04
SP.s.16
16:0017:40
2 June
136
Marko
In-Store Themed Events In Retailing: An Empirical Examination
16.06
SP.2.10
16:0017:40
4 June
262
Schäfer
Daniela B.
Do Good And Talk About It: The Importance Of Matching Self-Image And Image Of Csr Involvement
19.03
SP.s.10
09:0010:15
3 June
142
Schäfer
Daniela B.
Dare To Be Different: Assessing The Effect Of Organic Label In Brand Differentiation
14.11
SP.s.16
14:0015:40
4 June
243
Schögel
Marcus
Customer Right-Channeling: Concep- 16.02 tual Development And Experimental Evidence Of Channel Migration Encouragement Through Assortment Modification
SP.2.10
10:4512:25
2 June
103
Schöler
Lisa
The Success Factors Of Widgets In Viral Marketing
SpS 2
SP.2.16
14:0015:40
3 June
70
Schönrok
Johanna
International Launch Of Innovations: 05.02 The Relevance Of Stakeholders
SP.s.12
16:0017:40
2 June
130
Scopelliti
Irene
Shock ’n’ Shop. Exaggeration And Structural Alignment In A New Design Launch
03.08
SP.s.01
14:0015:40
3 June
171
Sellers
Ricardo
Considering The Environment In The Evaluation Of Retailing Efficiency
16.03
SP.2.10
09:0010:15
3 June
147
Sen
Sankar
Using corporate social responsibility to strengthen employee and customer relationships
SIG 12
SP.2.16
16:0017:40
4 June
67
Shabbir
Haseeb
Marketing Across Cultures: Exploring 05.01 Uk Consumer Reactions To Religious Endorsements
SP.s.12
14:0015:40
2 June
114
Sharp
Byron
Nonconscious Influence Of Colour On Brand Choice
03.04
SP.s.10
14:0015:40
2 June
110
Shehenna
Dr. Sudarshan
Competitive Psychological Climate, Work-Life Conflict, Role Conflict And Their Impact On Customer Orientation Among Call Center Employees
18.04
SP.s.14
16:0017:40
3 June
198
Shiv
Baba
Emotivational Self-Control
SIG 8
SP.2.16
16:0017:40
3 June
63
Shukla
Paurav
Impact Of Store Level Promotions, Price Consciousness And Brand Image On Impulse Purchase: Analysing The Inter-Construct Interactions
16.06
SP.2.10
16:0017:40
4 June
262
Siamagka
Nikoletta
A Typology Of Online Users Based On 12.03 Emotions
SP.2.05
14:0015:40
2 June
115
Siamagka
NikolettaTheofania
Consumer Ethnocentrism: Socially Imposed?
SP.s.12
16:0017:40
4 June
256
Last name
First name
Paper title
65
Schwass
Joachim
4 June
65
Schwertfeger
14:0015:40
3 June
169
Schnittka
Oliver
Should I Stay Or Should I Go? Analyzing Consumer Reactions To Sponsorship Terminations
01.02
SP.s.05
10:4512:25
2 June
87
Schnittka
Oliver
Pursuing Big Love: Analysing Spillover Effects Between Co-Partners In Brand Alliances
14.11
SP.s.16
14:0015:40
4 June
244
Schoder
Detlef
Listen To Your Customers! Using Consumer-Generated Content To Elicit Brand Image
08.01
SP.s.08
16:0017:40
2 June
129
Scholderer
Joachim
Visual Attention To Advertising Under The Influence Of Alcohol
01.08
SP.s.05
16:0017:40
3 June
184
Scholderer
Joachim
Product-person-environment fit: an interactionist approach
SIG 1
SP.2.16
10:4512:25
2 June
56
Scholz
Hellen Petra
The Nonprofit Brand Value Chain – Just Black Boxes Or Real Insights?
07.03
SP.s.03
09:0010:15
3 June
145
Schramm Klein
Hanna
Sports Sponsorship And Its Influence On Consumer Brand Identification
01.02
SP.s.05
10:4512:25
2 June
86
SchrammKlein
Hanna
An Experimental Investigation Of The Influence Of Virtual Community Characteristics On Consumers' Evaluations Of An Online Store
12.03
SP.2.05
14:0015:40
2 June
116
SchrammKlein
Hanna
Impact Of Retail Internationalization On Kam Centralization
05.05
SP.s.12
14:0015:40
4 June
238
Schreiner
Thomas
The Impact Of Consumer Replacement Decisions And Leapfrogging Behavior On The Timing Of New Product Introductions
14.02
SP.s.16
10:4512:25
2 June
102
Schulze
Christian
The Success Factors Of Widgets In Viral Marketing
SpS 2
SP.2.16
14:0015:40
3 June
70
Schulze
Caroline
Hunting Vampires: Do Celebrity Endorsers Suck The Recall From The Brand?
01.12
SP.s.05
16:0017:40
4 June
247
Schulze
Christian
Affiliate Marketing: Setting Optimal Commissions
12.10
SP.2.05
16:0017:40
4 June
257
Schumann
Jan Hendrik
Shared Gain, Shared Pain? Spillover Effects In Multi-Partner Loyalty Programs
15.02
SP.s.07
10:4512:25
2 June
89
Index of Authors
EMAC - European Marketing Academy
05.06
Page
331
332
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Linking Csr And Willingness To Pay – An Empirical Investigation In Germany And Slovenia
19.04
SP.s.10
10:4512:25
3 June
155
Maria
Strategic Consistent Messages: Effects On Brand Image
01.07
SP.s.05
14:0015:40
3 June
168
Sicilia
Maria
The Role Of Product Expectations In Electronic Word Of Mouth
12.02
SP.2.05
10:4512:25
2 June
Siddarth
S.
How Well Do You Know Your Customers? Using Loyalty Card Data To Make Inferences About Purchasing Behavior
15.02
SP.s.07
10:4512:25
Siddarth
S.
Does A Consumer's Previous Purchase Predict Other Consumers' Choices? A Bayesian Probit Model With Spatial Correlation In Preference And Response
08.03
SP.s.08
Last name
First name
Paper title
Sichtmann
Christina
Sicilia
Index of Authors
EMAC - European Marketing Academy
Last name
First name
Paper title
Session number
Room
Time
Date
Smeesters
Dirk
Money and Creativity
SIG 3
SP.2.16
14:0015:40
2 June
58
Smidts
Ale
Word Of Mouth Has More Impact On Receivers When The Communicator Uses More Abstract Language
01.04
SP.s.05
16:0017:40
2 June
122
96
Smit
Willem
Tell Me Who Your Parents Are And I Will Tell You Who Are
14.04
SP.s.16
16:0017:40
2 June
136
2 June
88
Soares
Ana Maria
The Relevance Of Market-Related Determinants On Smes Entry Mode Strategies
05.02
SP.s.12
16:0017:40
2 June
130
09:0010:15
4 June
205
Soerensen
Hans Eibe
How Does Firm Performance Influence Market Orientation?
09.02
SP.s.14
10:4512:25
3 June
162
Sohier
Julie
"(n)eyes" To See You: The Ad-Likeability Impact Of Direct Versus Averted Gaze As An Advertising Cue
01.08
SP.s.05
16:0017:40
3 June
185
Page
Page
Sigurdsson
Valdimar
Consumer Primrose Path In The 16.04 Selection Of Fruit And Vegetables: An In-Store Experimental Analysis
SP.2.10
10:4512:25
3 June
166
Song
Sangyoung
Effect Of Reference Price On Product Differentiation In Durable Goods Markets
11.02
SP.s.03
14:0015:40
4 June
240
Silberer
Günter
Advertising Contacts During Dinner - A Study On The Impact Of Tv Advertising In An Everyday Situation
01.08
SP.s.05
16:0017:40
3 June
184
Soureli
Magdalini
The Role Of Price Satisfaction In Managing Customer Relationships: The Case Of Financial Services
15.04
SP.s.07
10:4512:25
3 June
151
Silberer
Guenter
Branding And Product Differentiation 14.10 By Scent
SP.s.16
10:4512:25
4 June
226
Soureli
Magdalini
15.04
SP.s.07
10:4512:25
3 June
151
Silva-Risso
Jorge
Does A Consumer's Previous Purchase Predict Other Consumers' Choices? A Bayesian Probit Model With Spatial Correlation In Preference And Response
08.03
SP.s.08
09:0010:15
4 June
205
“See Them, Hear Them, Trust Them”: Identifying Factors That Affect Cross-Buying Intention In The Retail Banking Context
Soureli
Madgalini
"Sense The Difference": Changes In Relationship Management In The Context Of The Financial Crisis
18.05
SP.s.14
14:0015:40
4 June
242
Sousa
Carlos
The Antecedents Of Export Performance Of Brazilian Smes: Testing The Effects Of Export Assistance And Customer Orientation
06.02
SP.2.05
14:0015:40
3 June
177
Sousa
Carlos
Control Mechanisms And Goal Orien- 18.02 tations: Evidence From Frontline Service Employees
SP.s.14
16:0017:40
2 June
135
Sousa
Carlos
“Regional Agglomerations” And Export Performance: The Case Of “third Italy” SMEs
05.05
SP.s.12
14:0015:40
4 June
236
Spence
Charles
The cross modal potential of sound and sound logos
SIG 7
SP.2.10
16:0017:40
3 June
62
Spence
Charles
Multi-Sensory Design
SIG 10
SP.2.16
10:4512:25
4 June
65
Spiro
Rosann
Investigating The Antecedents Of Customer Trust In The Salesperson
17.02
SP.s.07
10:4512:25
4 June
214
Srinivasan
Shuba
Asymmetric Advertising Response
01.06
SP.s.05
10:4512:25
3 June
149
Simoes
Claudia
Assessing A New Business Parter: How Corporate Identity Assists The Evaluation Process
02.02
SP.s.07
16:0017:40
2 June
125
Singh
Siddharth
The Surprising Effects Of SelfSelection In Customer Communities: Results From A Long-Term Field Investigation
03.01
SP.s.01
09:0010:15
2 June
75
Singh
Jaywant
How Differentiated Are Branded Commodities: An Empirical Examination Of Consumer Attitudes And Behaviour
14.02
SP.s.16
10:4512:25
2 June
102
Skarmeas
Dionysis
Dynamic Capabilities In International Markets: Impact On Export Profit And Effectiveness Performance
05.04
SP.s.12
16:0017:40
3 June
192
Skiera
Bernd
Referral Programs And Customer Value
15.01
SP.s.07
09:0010:15
2 June
74
Skiera
Bernd
The Success Factors Of Widgets In Viral Marketing
SpS 2
SP.2.16
14:0015:40
3 June
70
Skiera
Bernd
Asymmetric Network Effects In TwoSided Markets: Measuring The Value Of The Customer Base
11.01
SP.s.03
10:4512:25
4 June
223
333
334
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Impact Of Store Level Promotions, Price Consciousness And Brand Image On Impulse Purchase: Analysing The Inter-Construct Interactions
16.06
SP.2.10
16:0017:40
4 June
262
Rajendra K.
Brand Equity And Financial Analysts: Implications For Marketing And Investor Relations
14.09
SP.s.16
09:0010:15
4 June
210
Stadel
Daniel
Price Discounts Versus Unit Pre13.01 miums: Differences In Evaluation Considering Consumers’ Intertemporal Choice
SP.s.03
14:0015:40
3 June
179
Stahl
Florian
13.01 Price Discounts Versus Unit Premiums: Differences In Evaluation Considering Consumers’ Intertemporal Choice
SP.s.03
14:0015:40
3 June
179
Stahl
Florian
The Impact Of Consumer Replacement Decisions And Leapfrogging Behavior On The Timing Of New Product Introductions
14.02
SP.s.16
10:4512:25
2 June
102
Stahl
Florian
Customer Lifetime Value Estimation In A Multi-Product Environment
11.01
SP.s.03
10:4512:25
4 June
223
Stahl
Florian
About The Relationship Of Personal Networks And Individual Success
12.09
SP.2.05
14:0015:40
4 June
239
Stahl
Florian
The Impact Of Customer-Based Brand Equity On Customer Acquisition And Customer Retention
14.09
SP.s.16
09:0010:15
4 June
210
Stamatogiannakis
Antonios
Maintenance Versus Attainment Goals: Beyond Goal Difficulty
03.02
SP.s.01
10:4512:25
2 June
90
Stan
Valentina
Use Of Functional Data Analysis In Marketing Research
08.03
SP.s.08
09:0010:15
4 June
205
Stan
Valentina
PLS Path Modeling And Customer Satisfaction: A Model Building Strategy To Maximize Predictive Quality
11.01
SP.s.03
10:4512:25
4 June
224
Standaert
Achiel
The Extended Decomposed Theory Of Planned Behaviour. A Framework For Investigating The Adoption Process Of Electric Cars
04.05
SP.s.08
16:0017:40
3 June
191
Stangl
Brigitte
Are Possibilities Of The Internet Tapped To The Full Potential? A Systematic Inventory Of 3d Applications In The Tourism Industry
20.01
SP.s.12
09:0010:15
4 June
80
Stangl
Brigitte
Tourism Website Performance – An Alternative Measurement Approach
20.05
SP.s.12
09:0010:15
4 June
206
Stapel
Diederik A.
Waiting Until The Dust Settles: The Effect Of The Economic Crisis On Consumers Saving Focus
03.12
SP.s.01
10:4512:25
4 June
216
Stathopoulou
Anastasia
The Social Influence In Relationship Development Across Different Types Of Services
18.05
SP.s.14
14:0015:40
4 June
241
Last name
First name
Paper title
Srisamai
Sasitorn
Srivastava
Page
Index of Authors
EMAC - European Marketing Academy
Last name
First name
Paper title
Session number
Room
Time
Date
Statman
Meir
Personalities of Financial Products
SIG 11
SP.2.16
14:0015:40
4 June
66
Steckstor
Denise
The Effect Of Cause-Related Marketing On Customer Attitudes: Evidence From A Field Study In The Retail Sector
01.10
SP.s.05
10:4512:25
4 June
212
Stefanides
Julia
A Functional Magnetic Resonance Imaging Study On The Primacy Of Emotional Cues In Brand Judgment
01.11
SP.s.05
14:0015:40
4 June
228
Steiner
Regina
Drivers Of Correct Sponsor Identification For Children
01.03
SP.s.05
14:0015:40
2 June
105
Steiner
Susanne
Tracking Motivation Of Lead Users And Non-Lead Users In Workshops On Sustainability Innovations
04.06
SP.s.08
14:0015:40
4 June
236
Steinmann
Sascha
Advertising Contacts During Dinner - A Study On The Impact Of Tv Advertising In An Everyday Situation
01.08
SP.s.05
16:0017:40
3 June
184
Stern
Philip
Why do some new drugs succeed while their bio-equivalent counterparts fail – is this due to marketing?
SpS 1
SP.2.16
10:4512:25
3 June
68
Sternthal
Brian
The Role Of Fatigue Focus In SelfRegulatory Depletion: A Test In Product Customization Decisions
03.02
SP.s.01
10:4512:25
2 June
89
Stocchi
Lara
Temporal Stability And Aggregation Bias In The NBD-Dirichlet Parameters
11.03
SP.s.03
16:0017:40
4 June
258
StokburgerSauer
Nicola
The Effects Of Art Sponsorships On Sponsor’s Image And Reputation: A Field Experiment
01.02
SP.s.05
10:4512:25
2 June
86
Storbacka
Kaj
A Conceptual Model For Value CoCreation: Designing Collaboration Within A Service System
10.01
SP.s.03
14:0015:40
2 June
117
Story
Vicky, M
Market Orientation And Entrepreneurial Orientation As Drivers Of Product Innovation Success: A Study Of Exporting Firms
05.04
SP.s.12
16:0017:40
3 June
192
Strauss
David
Does Official Sponsoring Of Major Sport Events Pay Off? Implicit And Explicit Effectiveness Measures For Official Versus Non-Official Sponsors Of The Fifa World Cup And The Uefa Euro
01.02
SP.s.05
10:4512:25
2 June
87
Strotmann
Wolf
Estimating Reservation Prices For Industrial Products: An Empirical Comparison Of Customer Perceived Value Accounting With Conjoint Analysis
01.06
SP.s.05
10:4512:25
3 June
150
Stummer
Christian
An Agent-Based Simulation Of Multi- 16.02 Channel Choice Behavior
SP.2.10
10:4512:25
2 June
104
Page
335
336
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
In Search Of A Research Agenda For Clusters As Contested Place Brands
14.01
SP.s.16
09:0010:15
Bernhard
Sports Sponsorship And Its Influence On Consumer Brand Identification
01.02
SP.s.05
Swoboda
Bernhard
Does Endorsing Product Brands By Corporate Branding Pay Off? A MultiCountry Study
14.04
Swoboda
Bernhard
Does Standardization Of Corporate Branding Work?
Swoboda
Bernhard
Sääksjärvi
Last name
First name
Paper title
Sundaram
Usha
Swoboda
Session number
Room
Time
Date
Cultural Typologies – How Valuable Are They For Market Segmentation?
05.01
SP.s.12
14:0015:40
2 June
114
Ralf
In-Game Advertising Drives Brand Recall And Liking For Motorsport Game Among Heavy Users
12.07
SP.2.05
09:0010:15
4 June
207
Thaler
Julia
On The Impact Of Framing Determinants On Social Marketing Effectiveness: What Do We Really Know?
07.05
SP.s.03
09:0010:15
4 June
209
Thelen
Eva M.
Relationships Between Orientation, Convenience, Atmosphere, Shopping Value And Behaviour: Conceptual Model And Empirical Evidence
16.05
SP.2.10
14:0015:40
4 June
246
Theodosiou Marios
Strategic Orientation, Marketing Capabilities And Branch Performance: An Empirical Investigation In The Financial Services Sector
09.02
SP.s.14
10:4512:25
3 June
163
Thomsen
Thyra Uth
Consumers' Health Information Seeking Behaviour in the Food Market
SIG 4
SP.2.10
16:0017:40
2 June
59
Thrane
Claus
The Internal Competitor: Buyer Behavior And Marketing Strategies
02.02
SP.s.07
16:0017:40
2 June
124
Thyne
Maree
Co-Creation And A Sense Of Place
20.03
SP.s.12
09:0010:15
3 June
143
Tikkanen
Henrikki
Market Orientation Profiles Of Finnish Companies
09.02
SP.s.14
10:4512:25
3 June
162
Tischer
Sven
The Impact Of Corporate Reputation: 09.03 Linking Publication Of Reputation Rankings And Share Prices
SP.s.14
10:4512:25
4 June
226
Toellner
Alke
“To Buy Or Not To Buy: That Is The Question” – Empirical Assessment Of Consumers’ Perceived Impact Of Ewom On Buying Decision
12.02
SP.2.05
10:4512:25
2 June
97
Tomczak
Torsten
When Do People Matter In Employer Branding? The Impact Of Employee Associations On Employer Preferences
14.03
SP.s.16
14:0015:40
2 June
121
Tomczak
Torsten
Advertising New Products: Exploring The Effects Of Information And Product Complexity On Consumers’ Responses
04.07
SP.s.08
16:0017:40
4 June
254
Toporowski
Waldemar
Is Online Retailing More Environmentally Friendly Than Brick-AndMortar Retailing? A Comparison Of Co2-Emissions
16.01
SP.2.10
09:0010:15
2 June
85
Tossan
Vesselina
Using TAM to Examine Consumer Acceptance of a Mobile Phone Assisted Smoking Cessation Program in Australia
12.04
SP.2.05
16:0017:40
2 June
131
Page
Last name
First name
Paper title
2 June
84
Terlutter
Ralf
10:4512:25
2 June
86
Terlutter
SP.s.16
16:0017:40
2 June
136
05.05
SP.s.12
14:0015:40
4 June
237
Impact Of Retail Internationalization On Kam Centralization
05.05
SP.s.12
14:0015:40
4 June
238
Maria
Consumer Perceptions Of Cyber And Extension Brands Over Time
16.01
SP.2.10
09:0010:15
2 June
85
Sääksjärvi
Maria
The Trait Happiness Predicts Perceived Service Quality
18.01
SP.s.14
14:0015:40
2 June
118
Söderlund
Magnus
I Did Not Get The Same As The Other Customer! An Examination Of The Effects Of Under-Reward, EquityReward, And Over-Reward In The Transparent Service Encounter
18.06
SP.s.14
16:0017:40
4 June
260
Saarenketo
Sami
Determinants Of Customer And Competitor Knowledge Processing In R&d
04.03
SP.s.08
14:0015:40
2 June
112
Tagieva
Victoria
An Examination Of Design Effects In Conjoint Analysis By Means Of Eye-Tracking
08.04
SP.s.08
10:4512:25
4 June
219
Talke
Katrin
How Technical Newness Predicts Sales Across The Product Lifecycle
04.04
SP.s.08
14:0015:40
3 June
174
Talke
Katrin
Innovation Resistance - Integrating Negative Outcomes In Innovation Decision Modeling
04.05
SP.s.08
16:0017:40
3 June
190
Talke
Katrin
International Launch Of Innovations: 05.02 The Relevance Of Stakeholders
SP.s.12
16:0017:40
2 June
130
Tarkiainen
Anssi
Double Jeopardy In Consumer Magazine Websites: The Roles Of Offline And Online Market Shares
14.02
SP.s.16
10:4512:25
2 June
101
Tavassoli
Nader T.
Categorization by Groups
SIG 8
SP.2.16
16:0017:40
3 June
63
Tedeschi
Marcelo
Cause Related Marketing And Country Of Origin Effect
19.04
SP.s.10
10:4512:25
3 June
155
Teichmann
Karin
Are Possibilities Of The Internet Tapped To The Full Potential? A Systematic Inventory Of 3d Applications In The Tourism Industry
20.01
SP.s.12
09:0010:15
4 June
80
The Spillover Effects Of Co-Branding On Partner Brands' Brand Equity
14.06
Terho
Harri
SP.s.16
10:4512:25
3 June
165
Index of Authors
EMAC - European Marketing Academy
Page
337
338
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Enhancing Customer Purchase Likelihood Through Market Driving Strategies
09.01
SP.s.10
10:4512:25
2 June
100
Gabriele
What Can Sales Managers Learn From Coaches Of Professional Sport Teams?
17.01
SP.s.07
09:0010:15
4 June
202
Stelios
Introducing Evolutionary Modeling To Strategic Retail Decisions: Optimal Diversification Of Store Portfolios Through Genetic Algorithms.
11.02
SP.s.03
14:0015:40
4 June
240
Last name
First name
Paper title
Troilo
Gabriele
Troilo
Tsafarakis
Page
Tseng
TingHsiang
The Role Of “Consumer Need For Variety” And Product Typicality In Explaining Variation Of Country Of Origin Effects
05.06
SP.s.12
16:0017:40
4 June
256
Tsichla
Eirini
Sense Or Sensibility? Assessing The Power Of Experiential Design On Store Brand Personality
16.04
SP.2.10
10:4512:25
3 June
166
Tsogas
Markos
Aristotle Was Right: The Whole Is More Than The Sum Of Its Parts! Investigating Overall Satisfaction Versus The Cumulative Sum Of Individual Satisfactions From A Tourism Destination Experience
20.05
SP.s.12
09:0010:15
4 June
206
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
The Mediating Role Of Organizational Capabilities In The Relationship Between Strategic Orientations And Business Performance: Evidence From Developed And Developing Countries
09.01
SP.s.14
10:4512:25
2 June
100
Kathrin
Pursuing Big Love: Analysing Spillover Effects Between Co-Partners In Brand Alliances
14.11
SP.s.16
14:0015:40
4 June
244
Uyttersprot
Ineke
The Influence Of Information Sidedness On The Anticipation Of Conflicting Reactions: Moderating Role Of Prior Attitude Ambivalence And Need For Closure
03.06
SP.s.10
16:0017:40
2 June
127
Vakratsas
Demetrios
Dynamic Long Range Forecasting For New Pharma Products
SpS 1
SP.2.16
10:4512:25
3 June
68
Vakratsas
Demetrios
Exploring The Drivers Of Marketing Innovations By Firms
SpS 2
SP.2.16
14:0015:40
3 June
70
Valenzuela
Ana
The Behavioral Dimensions of Trading: Proximal and Distal Influences on Performance.
SIG 11
SP.2.16
14:0015:40
4 June
66
Vallaster
Christine
"Social Discourse Theory and Inquiry into Multi-Stakeholder Co-Creation of Brand Meaning "
SIG 6
SP.2.10
14:0015:40
3 June
61
Van Birgelen
Marcel
Explaining Consumer Intentions To Adopt Online Consumer Reviews
12.06
SP.2.05
16:0017:40
3 June
194
Last name
First name
Paper title
Tölö
Miikka
Urban
Page
Tsogas
Markos
Developing A Scale For The Measurement Of Customer Value From A Destination Experience
20.06
SP.s.12
10:4512:25
4 June
221
Tsogas
Markos
Developing A Scale For The Measurement Of Customer Value From A Destination Experience
20.06
SP.s.12
10:4512:25
4 June
221
Tuominen
Sasu
Market Orientation And Brand Orien- 14.12 tation: Drivers Of SME Performance?
SP.s.16
16:0017:40
4 June
261
Van Bruggen
Gerrit
Marketing Management Support Sys- 12.04 tems: When Help Is Not Recognized
SP.2.05
16:0017:40
2 June
132
Ture
Meltem
Self-Esteem As A Moderator Of The Effects Of Mortality Salience On Consumer Disposing Behavior
03.07
SP.s.01
10:4512:25
3 June
153
Van Den Bergh
Bram
Two Small Steps, One Giant Leap: Effect Of Movement Signals On Consumers’ Walking Paths And Walking Speed
03.07
SP.s.01
10:4512:25
3 June
153
Tynan
Caroline
The Symbolic Value Of Self-Gift Consumer Behaviour: An Exploratory Study
03.14
SP.s.01
16:0017:40
4 June
251
Van den Bergh
Bram
Capitalism Breeds Invincibility
SIG 3
SP.2.16
14:0015:40
2 June
58
Tzempelikos
Nektarios
Antecedents And Consequences Of Key Account Management Orientation - An Empirical Study
02.01
SP.s.07
14:0015:40
2 June
107
Van Den Bergh
Bram
Sex, Certainty And Financial Risk
03.12
SP.s.01
10:4512:25
4 June
216
SP.s.07
74
15.06
SP.s.07
16:0017:40
4 June
249
09:0010:15
2 June
Does Crm Pay? An Empirical Investigation Of The Benefits Of Crm
Referral Programs And Customer Value
15.01
Nektarios
Van Den Bulte
Christophe
Tzempelikos
SP.s.08
253
02.03
SP.s.07
14:0015:40
3 June
169
16:0017:40
4 June
Identifying Requirements In Customer Solutions: A Qualitative Study From The Perspective Of Multiple Stakeholders
Weighing Smoke And Counting Mirrors: Measuring Attention To The 'Sixth Sense' In New Product Development
04.07
Alke
Van Den Ende
Jan
Töllner
Van Den Poel
Dirk
Predicting Decisions To Donate And Generosity In Real-Life: The Added Value Of Including Measures Of Empathy
07.05
SP.s.03
09:0010:15
4 June
209
Van Dolen
Willemijn
Social Alliances: The Role Of Consumer Self-Interest
19.03
SP.s.10
09:0010:15
3 June
141
339
340
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
In Chorus Or In Discord: Csr Information Transformation On The Internet
19.05
SP.s.10
09:0010:15
4 June
Jenny
Construction And Explanation Of Sustainable Purchasing Behavior In The Dutch Food Market
19.07
SP.s.10
14:0015:40
Van Everdingen
Yvonne
Lead Users' New Product-Related Positive Word-Of-Mouth
04.06
SP.s.08
Van Heerde
Harald
On How To Deal With Harmed Brands. A Systematic Analysis Of The Impact Of Product-Harm Crises On Market Share And Category Purchases
01.06
Van Kenhove
Patrick
How Does A Consumer Choose A Checkout When There Are Queues In The Store?
Van Kerckhove
Anneleen
Van Laer
Last name
First name
Paper title
Van Dolen
Willemijn
Van Doorn
Page
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
Humiliation After A Service Failure: Its Role In Customer-Service Provider Relationship Dissolution
18.05
SP.s.14
14:0015:40
4 June
243
Antti
Market Orientation Profiles Of Finnish Companies
09.02
SP.s.14
10:4512:25
3 June
162
VázquezCasielles
Rodolfo
Humiliation After A Service Failure: Its Role In Customer-Service Provider Relationship Dissolution
18.05
SP.s.14
14:0015:40
4 June
243
Veloutsou
Cleopatra
Factors Affecting Meeting Participation Intentions: The Case Of Academic Conference Tourism
20.01
SP.s.12
09:0010:15
2 June
80
Verbeke
Wim
Consumer reactions to nutrition and health claims: role of background attitudes and health-related motives
SIG 4
SP.2.10
16:0017:40
2 June
59
Verhaert
Griet
Predicting Decisions To Donate And Generosity In Real-Life: The Added Value Of Including Measures Of Empathy
07.05
SP.s.03
09:0010:15
4 June
209
Verhoef
Peter C.
Construction And Explanation Of Sustainable Purchasing Behavior In The Dutch Food Market
19.07
SP.s.10
14:0015:40
4 June
233
Verhoef
Peter C.
"The Effect of Channel Elimination on Customer Behavior: Less Channeling Activities in Catalog Retailing Industry"
SIG 9
SP.2.10
10:4512:25
4 June
64
Verlegh
Peeter
Word Of Mouth Has More Impact On Receivers When The Communicator Uses More Abstract Language
01.04
SP.s.05
16:0017:40
2 June
122
Vermeir
Iris
Advertising Repetition And Complexity Of Digital Signage Advertisements: Simplicity Rules!
01.01
SP.s.05
09:0010:15
2 June
73
Vermeir
Iris
The Backfire Effects Of Choice Intention Formation For Decision Making In An Out-Of-Stock Context
03.03
SP.s.01
14:0015:40
2 June
108
Vermeir
Iris
The Influence Of Information Sidedness On The Anticipation Of Conflicting Reactions: Moderating Role Of Prior Attitude Ambivalence And Need For Closure
03.06
SP.s.10
16:0017:40
2 June
127
Vermeir
Iris
Message Efficacy For One-Sided Versus Two-Sided Messages: The Moderating Role Of Attitude Ambivalence
03.11
SP.s.10
16:0017:40
3 June
189
Vermeir
Iris
Who Said That Looks Do Not Matter? The Effects Of Rating Scales On Response Styles
08.02
SP.s.08
10:4512:25
3 June
157
Vermeir
Iris
What Determines Customers’ Evalu- 03.15 ation Of Online Reviews? The Role Of Review And Product Characteristics
SP.s.10
16:0017:40
4 June
252
Last name
First name
Paper title
204
VarelaNeira
Concepción
4 June
233
Vassinen
14:0015:40
4 June
235
SP.s.05
10:4512:25
3 June
149
16.05
SP.2.10
14:0015:40
4 June
246
The Backfire Effects Of Choice Intention Formation For Decision Making In An Out-Of-Stock Context
03.03
SP.s.01
14:0015:40
2 June
108
Tom
The truth is out there. How other-focus differentially impacts perceived responsibility for negative usergenerated content.
SIG 5
SP.2.16
16:0017:40
2 June
60
Van Loock
Neal
Advertising Repetition And Complexity Of Digital Signage Advertisements: Simplicity Rules!
01.01
SP.s.05
09:0010:15
2 June
73
Van Noort
Guda
Understanding Website Interactivity Effects
12.03
SP.2.05
14:0015:40
2 June
116
Van Reijmersdal
Eva A.
Understanding Website Interactivity Effects
12.03
SP.2.05
14:0015:40
2 June
116
Van Rompay
Thomas
The Effects Of Online ExperienceBased Marketing Communication On Consumer Responses
01.04
SP.s.05
16:0017:40
2 June
122
Van Vaerenbergh
Yves
The Role Of Attitude Ambivalence On Customers’ Reactions To Product Failures
03.15
SP.s.10
16:0017:40
4 June
252
Vanheems
Régine
How Multichannel Behavior may Impact Customer Perceptionoof InStore Environment
SIG 9
SP.2.10
10:4512:25
4 June
64
Vanyushyn
Vladimir
From Innovation To Utility: A Study Of Small Firms’ Use Of The Internet In Sweden
12.08
SP.2.05
10:4512:25
4 June
222
Varela
Concepción
Service Orientation And Quality
20.04
SP.s.12
10:4512:25
3 June
157
Varela
Jose
Service Encounter Practices, Employee Service Orientation And Participation: Moderating Effect Of Chain Affiliation
20.04
SP.s.12
10:4512:25
3 June
158
Page
341
342
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
The Role Of Attitude Ambivalence On Customers’ Reactions To Product Failures
03.15
SP.s.10
16:0017:40
Julia
Advertising Contacts During Dinner - A Study On The Impact Of Tv Advertising In An Everyday Situation
01.08
SP.s.05
Victoria Villeda
Isabel
Spillover Effects In Multiple CoBranding Alliances
14.06
Vida
Irena
An Investigation Of Consumer Digital Piracy: The Antecedents Of Attitude And Intention
03.09
Last name
First name
Paper title
Vermeir
Iris
Vetter
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
Understanding Website Interactivity Effects
12.03
SP.2.05
14:0015:40
2 June
116
Patrick
"(n)eyes" To See You: The Ad-Likeability Impact Of Direct Versus Averted Gaze As An Advertising Cue
01.08
SP.s.05
16:0017:40
3 June
185
Völckner
Franziska
The Power Of Stars Across Industries
14.05
SP.s.16
09:0010:15
3 June
147
Völckner
Franziska
Spillover Effects In Multiple CoBranding Alliances
14.06
SP.s.16
10:4512:25
3 June
164
Völckner
Franziska
Segment Retention And Collinearity In Mixture Regression Analysis
08.03
SP.s.08
09:0010:15
4 June
204
Völckner
Franziska
Pursuing Big Love: Analysing Spillover Effects Between Co-Partners In Brand Alliances
14.11
SP.s.16
14:0015:40
4 June
244
Wagner
Udo
Drivers Of Correct Sponsor Identification For Children
01.03
SP.s.05
14:0015:40
2 June
105
Wagner
Udo
Small Sample Properties Of The P/ NBD Model
11.03
SP.s.03
16:0017:40
4 June
259
Page
Last name
First name
Paper title
4 June
252
Voorveld
Hilde A. M.
16:0017:40
3 June
184
Vyncke
SP.s.16
10:4512:25
3 June
164
SP.s.10
14:0015:40
3 June
172
Page
Vlasic
Goran
Enhancing Customer Purchase Likelihood Through Market Driving Strategies
09.01
SP.s.10
10:4512:25
2 June
100
Vock
Marlene
Social Alliances: The Role Of Consumer Self-Interest
19.03
SP.s.10
09:0010:15
3 June
141
Voelckner
Franziska
What’s In A Name? Asymmetry Of Foreign Branding Effects In Hedonic Versus Utilitarian Product Categories
05.03
SP.s.12
14:0015:40
3 June
176
Voelckner
Franziska
Listen To Your Customers! Using Consumer-Generated Content To Elicit Brand Image
08.01
SP.s.08
16:0017:40
2 June
129
Wagner
Janet
The Best Of Two Worlds: The Multichannel Customer'S Service Experience
16.05
SP.2.10
14:0015:40
4 June
245
Voeth
Markus
The Role Of Decision History In Industrial Markets
02.04
SP.s.07
16:0017:40
3 June
185
Waiguny
Martin K. J.
12.07
SP.2.05
09:0010:15
4 June
207
Voeth
Markus
An Examination Of Design Effects In Conjoint Analysis By Means Of Eye-Tracking
08.04
SP.s.08
10:4512:25
4 June
219
In-Game Advertising Drives Brand Recall And Liking For Motorsport Game Among Heavy Users
Waite
Kathryn
Expectation Fit Across Two Online Task Scenarios
12.08
SP.2.05
10:4512:25
4 June
222
Vohs
Kathleen D.
Money is More than a Financial Resource: Merely Thinking about Money Lessens Pain
SIG 3
SP.2.16
14:0015:40
2 June
58
Wakolbinger
Lea
An Agent-Based Simulation Of Multi- 16.02 Channel Choice Behavior
SP.2.10
10:4512:25
2 June
104
Walcher
Dominik
SP.s.10
155
"There’s No “You” in Money: Remind- SIG 3 ers of Money Reduce People’s Motivation to be Socially Accepted "
SP.2.16
14:0015:40
2 June
58
10:4512:25
3 June
Kathleen D.
Information Demand And Willingness To Pay For Eco Friendly Shoes
19.04
Vohs
Wallace
Elaine
Segmenting Brand Building Employees: A Profile Of Front-Line Employees In The Irish Service Sector
14.01
SP.s.16
09:0010:15
2 June
84
Sylvia
"Social Discourse Theory and Inquiry into Multi-Stakeholder Co-Creation of Brand Meaning "
SIG 6
SP.2.10
14:0015:40
3 June
Waller
David S
Attitudes To Offensive Advertising In China: A Comparison With The West
06.01
SP.2.05
10:4512:25
3 June
160
Walliser
Björn
05.02
SP.s.12
16:0017:40
2 June
130
How Facets Of Unaided Brand Knowledge Affect Consumer Response
14.10
The Impact Of Entry Modes On Export Knowledge And International Performance Of Smes
Wan
Echo
03.02
SP.s.01
10:4512:25
2 June
89
When Do People Matter In Employer Branding? The Impact Of Employee Associations On Employer Preferences
14.03
The Role Of Fatigue Focus In SelfRegulatory Depletion: A Test In Product Customization Decisions
Wang
I Chen
The Impact Of Partner Fit On The Intellectual Capital And Alliance Performance
02.01
SP.s.07
14:0015:40
2 June
108
"Sense The Difference": Changes In Relationship Management In The Context Of The Financial Crisis
18.05
Wansink
Brian
Do Size Labels Have A Common Meaning Among Consumers?
03.10
SP.s.01
16:0017:40
3 June
167
Von Wallpach
Von Wallpach
Sylvia
Von Walter
Benjamin
Vonatsos
Konstantinos
SP.s.16
SP.s.16
SP.s.14
10:4512:25
4 June
14:0015:40
2 June
14:0015:40
4 June
61
226
121
242
343
344
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Once Bitten, Twice Shy: Attitudes Towards Humans Spill Over To Anthropomorphic Products
03.05
SP.s.01
16:0017:40
Luk
The Dark Side Of Brand Extension Similarity
03.10
SP.s.01
Warlop
Luk
If You Cannot Get Your Customers To Shut Up, Try To Channel Their Conversations
03.15
Wathieu
Luc
Product Proliferation and Consumer Willingness to Pay
Weber
Bernd
Weber
Last name
First name
Paper title
Warlop
Luk
Warlop
Session number
Room
Time
Date
Why do some new drugs succeed while their bio-equivalent counterparts fail – is this due to marketing?
SpS 1
SP.2.16
10:4512:25
3 June
68
Caroline
The Twitter effect: Investigating the impact of real-time electronic wordof-mouth on the success of short life cycle products.
SIG 5
SP.2.16
16:0017:40
2 June
60
Wiese
Anne
Is Online Retailing More Environmentally Friendly Than Brick-AndMortar Retailing? A Comparison Of Co2-Emissions
16.01
SP.2.10
09:0010:15
2 June
85
57
Wiesel
Thorsten
Brand Equity And Financial Analysts: Implications For Marketing And Investor Relations
14.09
SP.s.16
09:0010:15
4 June
210
4 June
228
Wieser
Christian
Customer Lifetime Value Estimation In A Multi-Product Environment
11.01
SP.s.03
10:4512:25
4 June
223
09:0010:15
3 June
142
Wilken
Robert
02.02
SP.s.07
16:0017:40
2 June
123
10:4512:25
3 June
157
Enhancing Negotiation Success Through A Good Batna And BuyerSeller Relationships – An Investigation Into The “black Box” Of Negotiations
Wilken
Robert
08.01
SP.s.08
16:0017:40
2 June
129
16:0017:40
4 June
“BDM-Range” - A Coherent Alternative To Measure Willingness To Pay As A Range
Willach
Anne
How The Personality Of A Brand Impacts The Perception Of Different Dimensions Of Quality
14.12
SP.s.16
16:0017:40
4 June
261
14:0015:40
4 June
Wilson
Hugh N.
The Real - Time Evolution of MultiChannel Brand Engagement
SIG 9
SP.2.10
10:4512:25
4 June
64
Wincent
Joakim
Dynamics Of B2b Brand Equity: The Role Of Interdependencies In BuyerSeller Relationships
14.09
SP.s.16
09:0010:15
4 June
211
Winter
Susanna
Launch Performance For Network Effects Products: The Role Of Product Advantage And Customer Resistance
04.05
SP.s.08
16:0017:40
3 June
190
Woisetschlaeger
David
How Listed Companies Can Benefit From Their Retail Investors: Three Experimental Studies
15.03
SP.s.07
09:0010:15
3 June
140
Wolf
Sandra
Predicting Participation In ExtraOccupational Higher Education Programs: Broadening The Theory Of Planned Behavior
07.01
SP.s.03
09:0010:15
2 June
82
Wolff
Birgitta
The Zone Of Tolerance In The Context Of The Automobile Industry
05.03
SP.s.12
14:0015:40
3 June
176
Wong
Veronica
Emotions And Consumer Early Evaluations Of Really New Products (rnps)
04.07
SP.s.08
16:0017:40
4 June
254
Page
Last name
First name
Paper title
2 June
126
Wieringa
Jaap
16:0017:40
3 June
188
Wiertz
SP.s.10
16:0017:40
4 June
253
SIG 8
SP.2.16
16:0017:40
3 June
63
Aesthetic Product Design from a Behavioral, Neural, and Psychological Perspective
SIG 2
SP.2.10
14:0015:40
2 June
Bernd
A Functional Magnetic Resonance Imaging Study On The Primacy Of Emotional Cues In Brand Judgment
01.11
SP.s.05
14:0015:40
Weihrauch
Andrea
19.03 Alike, But Different? The Role Of Post-Crisis Communication In Lowering A
SP.s.10
Weijters
Bert
Who Said That Looks Do Not Matter? The Effects Of Rating Scales On Response Styles
08.02
SP.s.08
Does Brand Prototypicality Help Or Hinder Consumer Acceptance Of Distant New-To-The-World Branded Product Innovations?
04.07
The Relative Impact Of Self Congruity And Perceived Value On Brand Attitude And Intention: A Study In A Low-Involvement Informational Product Category
14.11
Weijters
Weijters
Bert
Bert
SP.s.08
SP.s.16
255
243
Wentzel
Daniel
When Do People Matter In Employer Branding? The Impact Of Employee Associations On Employer Preferences
14.03
SP.s.16
14:0015:40
2 June
121
Wetzel
Hauke
Trading Off For The Effects Of Prioritization Perception And Status Consciousness On Customer Profitability
02.01
SP.s.07
14:0015:40
2 June
107
Wiebach
Nicole
Context Effects As Customer Reaction On Delisting
03.03
SP.s.01
14:0015:40
2 June
108
Wiegele
Matthias A. F.
In-Game Advertising Drives Brand Recall And Liking For Motorsport Game Among Heavy Users
12.07
SP.2.05
09:0010:15
4 June
207
Wierenga
Berend
Marketing Management Support Sys- 12.04 tems: When Help Is Not Recognized
SP.2.05
16:0017:40
2 June
132
Wieringa
Jaap
How Technical Newness Predicts Sales Across The Product Lifecycle
SP.s.08
14:0015:40
3 June
174
04.04
Index of Authors
EMAC - European Marketing Academy
Page
345
346
Index of Authors
Last name
First name
The Six Senses: The Essentials of Marketing
Paper title
Session number
Room
Time
Date
Page
Index of Authors
EMAC - European Marketing Academy
Session number
Room
Time
Date
Collective Hedonic Services And Loyalty Intentions: The Role Of Customer Satisfaction, Psychological Sense Of Community, Emotional Experience, And Frequency Of Use
18.01
SP.s.14
14:0015:40
2 June
119
Cornelia
Exploring The Role Of Salesperson Resilience
17.02
SP.s.07
10:4512:25
4 June
215
Zarantonello
Lia
The Importance of Brand Experiences for Understanding the Communication Effects of Events
SIG 10
SP.2.16
10:4512:25
4 June
65
Zauner
Alexander
A Multidimensional Conceptualisation Of The Customer Value-Loyalty Chain From A Consumption-System Perspective
15.05
SP.s.07
14:0015:40
4 June
230
Zenker
Sebastian
The Place Brand Centre – A Conceptual Approach For Place Branding And Place Brand Management
07.03
SP.s.03
09:0010:15
3 June
146
Zenker
Sebastian
Hunting Vampires: Do Celebrity Endorsers Suck The Recall From The Brand?
01.12
SP.s.05
16:0017:40
4 June
247
Zentes
Joachim
An Experimental Investigation Of The Influence Of Virtual Community Characteristics On Consumers' Evaluations Of An Online Store
12.03
SP.2.05
14:0015:40
2 June
116
ZeugnerRoth
Katharina Petra
Home Country Bonds And Biases: Linkages And Impact On Purchase Intentions
05.06
SP.s.12
16:0017:40
4 June
255
ZeugnerRoth
Katharina Petra
The Relative Impact Of Self Congruity And Perceived Value On Brand Attitude And Intention: A Study In A Low-Involvement Informational Product Category
14.11
SP.s.16
14:0015:40
4 June
243
Last name
First name
Paper title
Zanger
Cornelia
Zanger
Page
Woratschek Herbert
Increasing Profits By Combining Different Price Discrimination Measures: The Joint Impact Of Price Negotiations And Price Bundling
13.02
SP.s.03
16:0017:40
3 June
196
Woratschek Herbert
The Role Of Identification And CoCreation In The Service-Profit Chain
18.02
SP.s.14
16:0017:40
2 June
135
Wouters
Joost
Npd Acceleration: The Trade-Off Between Product Quality And Recovery Service Strategies
04.01
SP.s.08
09:0010:15
2 June
79
Wright
Malcolm
Temporal Stability And Aggregation Bias In The NBD-Dirichlet Parameters
11.03
SP.s.03
16:0017:40
4 June
258
Wu
Steven
Can Star Actors And Star Directors Reduce The Risk Of Box Office Failure? An Analysis Of Risk Effects Of Actors And Directors
04.01
SP.s.08
09:0010:15
2 June
78
Wünderlich Nancy V.
Shared Gain, Shared Pain? Spillover Effects In Multi-Partner Loyalty Programs
15.02
SP.s.07
10:4512:25
2 June
89
Yabar
Jaione
Waiting Until The Dust Settles: The Effect Of The Economic Crisis On Consumers Saving Focus
03.12
SP.s.01
10:4512:25
4 June
216
Yagüe Guillén
María Jesús
City Brand Personality: An Application To Barcelona And Sevilla
20.05
SP.s.12
09:0010:15
4 June
206
Yamin
Mo
Intra-National Cultural Heterogeneity, Acculturation And Marketing Strategy: Applying The Standardization/adaptation Framework
10.02
SP.s.03
16:0017:40
2 June
133
Yong
Kevyn
Self-Esteem As A Moderator Of The Effects Of Mortality Salience On Consumer Disposing Behavior
03.07
SP.s.01
10:4512:25
3 June
153
Yu
Wantao
Retail Performance: The Role Of Marketing, Operations, And Environmental Capabilities
16.03
SP.2.10
09:0010:15
3 June
148
Zhang
Shi
Experiential Attributes and Preference Judgments: The Role of Processing Fluency
SIG 10
SP.2.16
10:4512:25
4 June
65
Zabkar
Vesna
Linking Csr And Willingness To Pay – An Empirical Investigation In Germany And Slovenia
19.04
SP.s.10
10:4512:25
3 June
155
Zhou
Xinyue
Money is More than a Financial Resource: Merely Thinking about Money Lessens Pain
SIG 3
SP.2.16
14:0015:40
2 June
58
Zacharov
Nick
Quantifying the perceptual characteristics of Sound Logos
SIG 7
SP.2.10
16:0017:40
3 June
62
Zhou
Yanfeng
The social aspects of food quality
SIG 1
SP.2.16
10:4512:25
2 June
56
Zaichkowsky
Judith
Aesthetic Product Design from a Behavioral, Neural, and Psychological Perspective
SIG 2
SP.2.10
14:0015:40
2 June
57
Zielke
Stephan
16.01
SP.2.10
09:0010:15
2 June
85
Zammit
Alessandra Why Does The Way You Evaluate A Service Depend On When You Evaluate It?
18.06
SP.s.14
16:0017:40
4 June
260
Is Online Retailing More Environmentally Friendly Than Brick-AndMortar Retailing? A Comparison Of Co2-Emissions
Zimmermann
Jens
Sports Sponsorship And Its Influence On Consumer Brand Identification
01.02
SP.s.05
10:4512:25
2 June
86
Cornelia
07.01
09:0010:15
2 June
Zotos
Yorgos
Postmodern Advertising: A Longitudinal Study Of Super Bowl Commercials
01.10
SP.s.05
10:4512:25
4 June
213
Zanger
Predicting Participation In ExtraOccupational Higher Education Programs: Broadening The Theory Of Planned Behavior
SP.s.03
82
347
348
Index of Authors
The Six Senses: The Essentials of Marketing
Session number
Room
Time
Date
Aristotle Was Right: The Whole Is More Than The Sum Of Its Parts! Investigating Overall Satisfaction Versus The Cumulative Sum Of Individual Satisfactions From A Tourism Destination Experience
20.05
SP.s.12
09:0010:15
4 June
206
Georgia
Developing A Scale For The Measurement Of Customer Value From A Destination Experience
20.06
SP.s.12
10:4512:25
4 June
221
Magdalena
Consumers’ Perception Of Corporate Social Responsibility
19.02
SP.s.10
10:4512:25
2 June
92
Last name
First name
Paper title
Zouni
Georgia
Zouni
Öberseder
Page
EMAC - European Marketing Academy
Notes
Index of Authors
349
39th EMAC Conference:
The Six Senses – The Essentials of Marketing 1-4 June 2010 Copenhagen Business School ISBN 978-87-92569-01-1 CBS Library, Conference Secretariat Copenhagen Business School Solbjerg Plads 3 2000 Frederiksberg Denmark EMAC 2010 Conference logo: Scandinavian Branding Conference Proceedings, layout: Paff Produktion, Peter Fallesen EMAC 2010 Conference Website administration: EMAC Secretariat c/o EIASM, Place de Brouckère Plein 31 1000 Brussels Belgium Tel: +32 2 2266660 Fax: +32 2 5121929
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Conference Proceedings - 39th EMAC Conference - Copenhagen - 1-4 June 2010
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