Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress (Developments in ... of the Academy of Marketing Science)

This volume includes the full proceedings from the 2013 World Marketing Congress held in Melbourne, Australia with the theme __Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing__. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the __Journal of the Academy of Marketing Science (JAMS)__ and __AMS Review__. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.​ Front Matter....Pages i-xxxii Front Matter....Pages 1-1 What Do Buyers Want From Their Relationships With Optical Buying Groups? The Role of Embeddedness, Switching Costs, and Commitment....Pages 2-5 Formal Contract in Marketing Channel and Firms’ Transactional Performance in China: Does Renqing Matter?....Pages 6-6 The Reinforcing Role of Alternative Governance Strategies in Managing ICT Firms’ Partner Networks....Pages 7-7 Front Matter....Pages 8-8 The Effect of (IN) Congruence Between General Self-Confidence and Specific-Confidence on Intentions to Complain....Pages 9-10 It’s the Thoughts that Count: Substitution for Goal Striving Actions....Pages 11-11 The Effect of Mortality Sailence on Hedonic Consumption and Utilitarian Consumption....Pages 12-15 Front Matter....Pages 16-16 A Structured Abstract: Exploring Mobile Money Services as an Innovative Solution for Micro and Small Enterprises in Emerging Economies – Lessons from Rural Cambodia....Pages 17-20 Front Matter....Pages 21-21 Marketing Department’s Influence and Information Dissemination Within in a Firm: Evidence for an Inverted U-Shaped Relationship....Pages 22-22 Cross-Functional Integration at the Frontline of the Retail Channel....Pages 23-26 Research on Emotions By Marketing Scholars in Last 10 Years....Pages 27-31 The Ideal Marketer is an Authentic Marketer....Pages 32-40 Front Matter....Pages 41-41 Understanding the Decision-Making Processes Associated with Exercise....Pages 42-45 Responses to Mhealth Application on Health Behavior: A Theoretical Extension of the Technology Acceptance Model....Pages 46-55 Front Matter....Pages 56-56 An Exploratory Analysis of Snack Food Purchasing Behaviour in New Zealand....Pages 57-65 The Influence of Personal Values and Pet Attachment on Owners’ Pet Products Pruchase Behavior....Pages 66-69 Bundled Presentation, Susceptibility to Influence and Calorie Estimation....Pages 70-72 If Only...? A Study on the Effects of Purchase Regret....Pages 73-75 Front Matter....Pages 76-76 Young Chinese Consumers’ Luxury Hotel Preference and Purchase Intention....Pages 77-80 How Brand Trust Mediates the Effects of Service Quality on Loyalty: An Illustration From Medical Tourism Context....Pages 81-83 Front Matter....Pages 84-84 Risk Aversion and Attributes of Study Abroad Programs Among Marketing Majors in the U.S. and Norway: Validation of Cross-Cultural Scales....Pages 85-85 Front Matter....Pages 84-84 A Study of the Marketing Curriculum in Australia: The 1930S to Now....Pages 86-93 Understanding College Students’ Study Abroad Motivations and Preferences....Pages 94-94 Front Matter....Pages 95-95 What do we Really Know About What we Know? The Nature of Relationship Governance in the Reverse Supply Chain....Pages 96-99 Front Matter....Pages 100-100 Is Trust a Pre-Requisite or Outcome of Corporate Social Responsibility? A Stakeholder Theoretical Perspective....Pages 101-101 Drivers and Outcomes of Corporate Identity Management....Pages 102-102 Understanding Corporate Identity of SMES: Conceptualization and Preliminary Construction of Scale....Pages 103-107 Codes of Ethics Artifacts in Australia, Canada and Sweden: A Longitudinal Study....Pages 108-108 Front Matter....Pages 109-109 Matching Advertisement Layout with Metaphor Facilitates Comprehension....Pages 110-110 The Use of Childhood Icons in Nostalgic Appeals for Charity.....Pages 111-111 Consumption Emotion, Satisfaction and Word of Mouth: A structural Study of Demographic Correlates Consumption Emotion, Satisfaction....Pages 112-115 Advertising Execution Styles Matter - A Fear-Based Experiment on Attitude, Susceptibility, Efficacy and Behaviour....Pages 116-126 Front Matter....Pages 127-127 A Framework for B2B Customer Reacquisition: Evaluating Key Determinants to Win Back Lost Customers....Pages 128-128 Role of Ethical Integration in the Effect of a Service Provider on the Outsourcing Organisation’s Reputation – A Structured Abstract....Pages 129-132 A Social Identity Perspective of Customer Value Heterogeneity in Complex Industrial Solutions....Pages 133-142 Front Matter....Pages 143-143 Customer Churn Models: A Comparison of Probability and Data Mining Approaches....Pages 144-148 It’s the Strength of the Ties: How Multiplex Social Networks Among Frontline Employees Drive Service Performance....Pages 149-155 Front Matter....Pages 156-156 Factors Affecting Brand Loyalty Among Malaysian Consumers in Their Choice of Mobile Phone Brands....Pages 157-157 Front Matter....Pages 158-158 Active Waiting: An Investigation of Delayed Winback Strategies....Pages 159-159 A Cross Cultural Investigation of the Stereotype for Salespeople....Pages 160-160 Managing Control Expectations in Business-To-Business Relationships....Pages 161-163 Front Matter....Pages 164-164 Service Dominant Logic – An Example of Competitive Advantage....Pages 165-165 Developing New Business Relationships: An Outside-In Perspective....Pages 166-169 Inter-Firm Knowledge Sharing Effectiveness: An Empirical Examination of Adaptation Ambidexterity....Pages 170-170 Exploring SMEs Perception and Trust Toward HRIS for a Sustainable HRM Performance: Case Study of SMEs in Vietnam....Pages 171-174 When Rural Entrepreneurial Marketing Does not Work: The Case of OTOP Failure in Thailand....Pages 175-175 Channel Integration: An Explanation According to David Teece’s Theory of the Boundaries of the Firm....Pages 176-176 Relationship of Line Extension Brand and Parent Brand in the Eyes of Consumers....Pages 177-177 Front Matter....Pages 178-178 The Impact of Social Media Marketing on the Relationship Among Dynamic Capabilities and Performance....Pages 179-179 The Influence of Social Presence on Online Purchase Intention: An Experiment with Different Product Types....Pages 180-183 ‘On the Go’ VS ‘On the Spot’: The Segmentation of Digital Natives....Pages 184-190 Front Matter....Pages 191-191 From Green to Ethical Consumers: What Really Motivates Consumers to Buy Ethical Products?....Pages 192-201 The Effect of Animal Protection Advertising on Opposition to the Slaughter of Wildlife and Willingness to Boycott the Offending Industry: Initial and Carryover Effects....Pages 202-202 Reframing The Ethical Consumption ‘Gap’....Pages 203-205 Emerging Segments in Ethical Consumption: Young Adults and Cosmetics....Pages 206-215 Front Matter....Pages 216-216 Co-Creation in a Service Innovation Context....Pages 217-217 Potential Dimensions of Customer Co–Creation....Pages 218-219 Customer Satisfaction and Purchase Behavior: The Role of Customer Input....Pages 220-220 Front Matter....Pages 221-221 Internet Users’ Attidutes Towards Advertising on Facebook....Pages 222-225 Consumer Emotional Responses to Emotional Appeal Advertising Within an Online Social Network Context....Pages 226-233 The Impact of Company Facebook Page on Wom Communication of New Product....Pages 234-243 Front Matter....Pages 244-244 Countering Counterfeit Branding: An Understanding Incorporating Mimesis and Cultural Appropriation for Emerging Markets....Pages 245-245 Coopetition (Contemporaneous Cooperation and Competition) Among Nonprofit Arts Organizations....Pages 246-246 Sustainability Living in a Carbon Priced Economy: Trade-Offs in Purchasing and Practices and Sustainability Guilt....Pages 247-255 What’s in a Name? A Systems Thinking Framework for Resource Types in Nonprofit Marketing....Pages 256-256 Front Matter....Pages 257-257 Direct Experience and Emotional Attachment to Brands: Protecting Brands From the Negative Word of Mouth Opinion of Japanese Consumers....Pages 258-261 Ability of The Information-Leader to Create Topics of Conversation and Purchase Decision-Making....Pages 262-262 The Effects of Health Claims and Symbolic Mark: A Case of Foshu (Food for Specified Health Uses) in Japan....Pages 263-263 Co-Creation of Service Brand Meaning: Initial Findings from an Exploration of Bank Branding in the Vietnamese Retail Banking Sector....Pages 264-264 Front Matter....Pages 265-265 Co-Creation: Conceptualization and Research Implications....Pages 266-266 None of the Glory: The Implications of Customer Attributions of Credit in Successful Co-Productive Service Experiences....Pages 267-270 Congruence in The Positioning of Service Brands: An Empirical Examination....Pages 271-271 Front Matter....Pages 272-272 Towards an Understanding of The Motivations to Play Games on Smartphones....Pages 273-275 It’s Personal, It’s Not Business: The Effects of Moods on Advertisements Recall....Pages 276-279 The Role of Product Personalization in Effects of Self-Congruity Versus Functional Congruity....Pages 280-280 Front Matter....Pages 281-281 What does Sustainable Consumption Really Mean? A Three-Dimensional Measurement Approach....Pages 282-282 Sustainable or Conventional? Exploring The Fit of Sustainability Attributes....Pages 283-283 Sustainable Retrofits of Apartment Buildings: Developing a Process to Address the Barriers to Adoption....Pages 284-291 Front Matter....Pages 292-293 Consumer Desire for Luxury Brands: Individual Luxury Value Perception and Luxury Consumption....Pages 294-294 Are You Like Me? I Will Be Attached to You. Empirical Findings from an International Research About Consumer, Brand and Store Personality Congruence in Luxury Sector.....Pages 295-304 The Effect of Offshore Shifts on Brand Attitude and Corporate Image....Pages 305-308 Front Matter....Pages 309-309 The True Nature of Non-Linear Dynamic Effects: A Methodology to the Rescue of Imprecise Theory....Pages 310-310 What Was Brand Equity Anyway, and How Did They Measure It?....Pages 311-314 Front Matter....Pages 315-315 Scared Topless: Why Social Marketers Need to Encourage Marketing-Like Activities in Avoidance-Service Workers....Pages 316-318 Not Quite Playing the Game? Mobile Applications for Healthier Lifestyles....Pages 319-329 A Services Approach to Social Marketing....Pages 330-330 Perceived CSR Authenticity....Pages 331-331 Front Matter....Pages 332-332 Predicting Disloyalty to a Search Engine: The Role of Satisfaction, Brand Relationship, Reputation and the Search Engines Features....Pages 333-336 Risky Business? Consumers’ Propensity to Engage in Online Banking Services....Pages 337-337 Effective Interactive Websites: Examining the Moderating Role of Involvement....Pages 338-342 Front Matter....Pages 343-343 Employee Health: Motivations and Constraints to Fitness Program Participation....Pages 344-347 Supporting Children of HIV-Positive Parents....Pages 348-351 Influence of Parents on Child Eating Practices in Low Ses Communities: Identifying Insights for Health Promotion Campaigns....Pages 352-355 A Regional Approach to Implementation and Evaluation of Strategic Health Communication Campaigns to Support Non-Communicable Disease Prevention in Pacific Island Nations....Pages 356-363 Front Matter....Pages 364-364 Internal Competition and Cooperation at Art Museums: A Qualitative Exploration....Pages 365-365 Servaqua: Towards a Model for Service Quality in Potable Reticulated Water Services....Pages 366-375 Development of a Market Orientation Research Agenda for the Nonprofit Sector....Pages 376-376 Front Matter....Pages 377-377 Antecedents and Consequences of Consumer Perception of Product Innovativeness....Pages 378-378 An Alternative Model of the Diffusion Curve for New Products....Pages 379-379 Variety Promotes Flexibility: The Effect of Exposure to High Variety on New Product Evaluations....Pages 380-380 The Transition from Complement to Substitute: Determinants of Consumer Disadoption of Old Technologies....Pages 381-384 Front Matter....Pages 385-385 Thou Shalt Not Steal: Illegal Downloading Behaviour in a Church Community Context....Pages 386-390 How Social Marketing can Address the Obesity Issue: The Role of Corporate Reputation....Pages 391-391 Investigating Consumer Message Processing of Fear and Challenge Based Advertising: A Conceptual Framework.....Pages 392-401 Front Matter....Pages 402-402 The Dual Impact of Socio-Emotional and Operational Demands Stress and Burnout....Pages 403-406 Personality and the Creativity of Frontline Service Employees: Exploring Quadratic and Moderating Effects....Pages 407-407 Dealing with Variability in Professional Services- The Role of Scripting Versus Improvisation....Pages 408-409 Front Matter....Pages 410-410 The Evolution of Japanese Retailing: 1991 - 2007....Pages 411-411 Online Perceived Value in the Low Cost Airline Business....Pages 412-412 Adoption of Online Shopping in South Asia: A Technology Acceptance Perspective....Pages 413-413 Front Matter....Pages 414-414 Social Presence’s Affects on User Relational Performance, Relational Information Process’ Role of Mediating, and Moderating Effects Caused by Variety of Social Media Websites....Pages 415-424 A Qualitative Exploration of Student Perspectives on Social Media use, Abuse and Content....Pages 425-425 Strategically Social - Drivers and Patterns in Social Media Management....Pages 426-434 Me or Not me? The Avatar as Consumer Identity in Virtual Worlds....Pages 435-444 Front Matter....Pages 445-445 Who has Written it? How Reviewer-Reader Similarity Moderates the Factuality of Online Reviews....Pages 446-446 What Type of Birdsong Carries? Twitter: Source Credibility and its Links to Value Creation in the Wine Business – A Tentative Model....Pages 447-456 Examining Factors Affecting Mobile Social Media Customer-To-Customer Interactions in Real-Time Service Encounters....Pages 457-465 The Effect of Wom Communication with Close Others on Repeat Purchase....Pages 466-466 Front Matter....Pages 467-467 Foundations for Effective Sustainability Education....Pages 468-477 Front Matter....Pages 478-478 Global Consumer Culture and Local Identity as Drivers of Materialism: An International Study of Convergence and Divergence....Pages 479-479 A Model Linking Corporate Brand, Industry Image and Country of Origin Image....Pages 480-480 Front Matter....Pages 478-478 Ambivalence in Ethnocentric Bias....Pages 481-481 Acculturation and Advertising: Evidence from South Korea....Pages 482-485 Front Matter....Pages 486-486 How Companies Use Facebook to Promote Alcohol Brands to Young Adults....Pages 487-490 I’m Friends with Louie the Fly, not Mortein: Conceptualising the New Brand Relationships on Social Media....Pages 491-494 On Bricks and Clicks Consumer Search Strategy as a Basis for Multi-Channel Management....Pages 495-508 Front Matter....Pages 509-509 Reporting Complaints: Scale Application and Replication....Pages 510-510 Fellow Customers as a Source of Unfriendliness: The Role of Descriptive Norms in Deviant Customer Behavior....Pages 511-511 Exploring the Positive and Negative Aspects of Customer-Brand Relationships: Why Disengagement Matters....Pages 512-514 Front Matter....Pages 515-515 Consumer Creativity and the World’s Biggest Brand....Pages 516-516 The Brand Personality of a Copycat Product: The Case of Tribute Bands....Pages 517-520 Measuring Consumer-Based Brand Authenticity....Pages 521-521 Front Matter....Pages 522-522 Holistic Management of SME Environmental Management Practices: Toward a New Typology....Pages 523-528 Fit to be Creative: Organization-Employee Congruence on Environmental Values....Pages 529-529 Reflecting on the Past Decade of Marketing: Taking Stock of Green Marketing Literature....Pages 530-533 Marketing Renewable Energy in Developing Countries: A Policy Paradigm for Mexico....Pages 534-541 Front Matter....Pages 542-542 Does Destination Services Matter in Gaming Destinations? The Role of Travel Purpose....Pages 543-546 The Power Balance in the Contemporary Art Market: Artists, Dealers and Collectors....Pages 547-550 What is the Perceived Value of Wine? A Cross-Generation Study of Consumer Wine Perception and Consumption Behavior....Pages 551-551 Front Matter....Pages 552-552 Touching but with the Eyes Only! The Effectiveness of Textured Packaging and the Moderating Effect of Previous Tactile Stimulation....Pages 553-553 The Formation of Customer Engagement Behavior in a Hedonic Service Setting....Pages 554-557 Front Matter....Pages 552-552 Need for Touch and Multichannel Search and Purchase....Pages 558-558 Front Matter....Pages 559-559 Differences In Effects of Sport and Non-Sport Sponsorship on Sponsor’s Employees....Pages 560-563 A Multi Criteria Decision Analysis Approach to Measure the Effectiveness of Sports Sponsorship....Pages 564-573 An Examination of Conditions that Moderate Negative Effects of Sponsorship Terminations on Fan Attitudes Toward the Former Sponsor....Pages 574-574 Front Matter....Pages 575-575 Satisfying Customers Through Satisfied Service Employees: Integrating the Emotional Labor and Emotional Contagion Perspectives....Pages 576-579 Impact of IM Programs on Fle’s Perception of IMO and Performance Outcomes....Pages 580-580 Front Matter....Pages 581-581 What do Consumers See when they Look at Displays? An Eye-Tracking Study....Pages 582-585 Waiting for Checkout: Toward an Understanding of Customers’ Perceptions....Pages 586-589 Determination of Success Factors of the Shop-in-Shop and the Concession Model in the Fashion Industry: An Empirical Ananlysis of Consumer Perception in the Case of Hugo Boss Benelux in Spain....Pages 590-599 Front Matter....Pages 600-600 Towards a Global Framework for Advertising Self Regulation....Pages 601-602 Front Matter....Pages 603-603 The Behaviours of Relationship Building: A Networking View....Pages 604-613 Parasocial Relationships and Brand Tribal Behavior: Delineating their Link....Pages 614-617 Front Matter....Pages 618-618 How much do Product Differentiation, Marketing Investments and Brand Equity Actually Affect Price? An Empirical Study in the Consumer Market....Pages 619-619 The Antecedents of Strategic Pricing and its Effect on Company Performance....Pages 620-623 Front Matter....Pages 624-624 The Role of Expectations, Confirmation, and Perceived Performance in Olympic Games Attitudes: A Cross-National Longitudinal Study....Pages 625-634 Of Geeks and Achievers: Exploring Consumer Collective Tourism and the Infinite Game....Pages 635-641 Front Matter....Pages 642-642 Climate Change Science Versus Climate Sceptics: Is the World Really Flat?....Pages 643-653 Past and Future Orientation, Environmental Attitudes and Green Consumer Behaviour....Pages 654-654 Sustainability and Perception of Brand Communication....Pages 655-659 Front Matter....Pages 660-660 The Role of Synergy and Complementarity in a Multichannel E-Commerce System....Pages 661-661 Front Matter....Pages 660-660 A Comparison of Online and Offline Gender and Goal Directed Shopping Online....Pages 662-671 How Mindset Affects Online Planned and Unplanned Purchasing – An Extended Abstract....Pages 672-674 Moving Virtual Retail into Reality: Examining Metaverse and Augmented Reality in the Online Shopping Experience....Pages 675-677 Front Matter....Pages 678-678 Meaning of Money among Hindus in India: Some Preliminary Findings.....Pages 679-679 Embarrassment Effects on Purchase Intent for a Product with Socially Shared Superstitious Meanings: a Structured Abstract....Pages 680-683 Coping with Negative Consumption Experiences: How Attribution Influences Disappointment, Regret, Word of Mouth and Complaining Behaviours....Pages 684-687 Funeral Consumption as an Ambivalent Experience....Pages 688-688 Front Matter....Pages 689-689 Does Consumer Innovativeness Influence Western and Eastern Customers’ Really New Product Adoption Behavior Differently?....Pages 690-696 Consumers’ Perception of Corporate Sustainable Activities: An Analysis of the German and the Spanish Consumer....Pages 697-708 Front Matter....Pages 709-709 Why Consumers Seek ‘Coolness’? Evidence from the Arab World....Pages 710-710 Special Session Title: Looking Forward and Back at Survey Research Response Issues in Marketing Research....Pages 711-711 A Retrospective on the Use of Survey Methodologies in Marketing Research....Pages 712-712 Student Subjects: Human Lab Rats or Genuine Consumers?....Pages 713-713 Response Rate and Response Bias in Marketing Research....Pages 714-714 Front Matter....Pages 715-715 A New Era: How New Media Might Shape New Data and Research Methods....Pages 716-725 How the Innovation Diffusion Models from the Past can Help us to Explain Marketing in the New Media Era....Pages 726-732 Front Matter....Pages 733-733 Sponsorship Research: Drawing on the Past to Shape the Future of Sponsorship....Pages 734-734 Construal Level Effects in Sponsorship Announcements....Pages 735-735 Celebrity Portfolio Effects on Consumer Brand Evaluations....Pages 736-736 Front Matter....Pages 737-737 Drivers of Perceptions of Fairness in Financial Services in Australia....Pages 738-741 Front Matter....Pages 737-737 What Drives Customer Loyalty? Nonlinear Effects of Customer Delight and Satisfaction on Loyalty and the Moderating Role of Service Experience....Pages 742-750 Coaligning Service Quality Attributes and its Implication to Customer Value....Pages 751-759 Gambler Loyalty – A Qualitative and Quantitative Investigation....Pages 760-760 Front Matter....Pages 761-761 It is not about the Product Having Enhanced or Unique Product Attributes....Pages 762-762 Brand Innovativeness Effects on Perceived Quality, Satisfaction and Loyalty....Pages 763-763 Engaging Internal Stakeholders: Revitalizing Community Organizations Through Rebranding....Pages 764-771 Measurement of Perceived Multisensory Marketing Strategies....Pages 772-775 Front Matter....Pages 776-776 Editorial Reviewers’ Persepctives on Writing and Publishing in High Quality Marketing Journals: An Interactive Discussion....Pages 777-777 Front Matter....Pages 778-778 The Influence of Inertia on Brand Switching Behaviour....Pages 779-787 Are Management Responses to Negative Online Consumer Reviews Beneficial?....Pages 788-791 Front Matter....Pages 792-792 Relational Risks for Guanxi Boundary Spanners in Chinese-Foreign Business Interactions....Pages 793-793 The Antecedents and Consequences of Price Leadership Strategy: An Empirical Investigation of Chinese Manufacture Exporters....Pages 794-794 Networks, Dynamic International Opportunity Recognition and Performance Among International New Ventures....Pages 795-804 Front Matter....Pages 805-805 Susceptibility to Credit Card Effects and Revolving Credit Card Holders: A Multi-Country Evaluation on British, Singaporean and Malaysian Youth Markets....Pages 806-809 American and Australian Women’s Antecedents to Trust, Commitment and Loyalty to Costco....Pages 810-813 Assessing the Feasibility of Mturk for Cross-National Consumer Online Sampling....Pages 814-814 Front Matter....Pages 815-815 An Examination of the Realtionship Between Country of Origin and Customer-Based Brand Equity: Testing the Effect of Some Moderators....Pages 816-816 Service Employees as Brand Champions: The Effects of Service Employees’ Branding Behaviors on Brand Outcomes....Pages 817-820 Exploring the Influences of Communication Strategies and Message Types on Advertising Spillover Effects in Product Lines....Pages 821-824 Front Matter....Pages 825-825 The Impact of Emotion and Brand Placement on Brand Memory: A Neurophysiological View....Pages 826-835 Front Matter....Pages 825-825 Believe It or Not: How Social Axioms Impact on Customer Perceptions of Corporate Brand Reputation....Pages 836-836 Front Matter....Pages 837-837 Antecedents of Word-of-Mouth: An Examination of Consumer- and Sector-Level Effects....Pages 838-838 Does the Age of Relationship Matter in Customer Referral Behaviour?....Pages 839-842 Development of the Long-Term Service Model on Customer Relationships: Consideration of Primary and Secondary Attributes....Pages 843-843 Front Matter....Pages 844-844 Virtual World, Real Engagement: Building Brand Attachment Via Hosted Brand Community Online Events....Pages 845-848 Online Consumer Engagement Behaviour: The Consumer-Based Antecedents....Pages 849-852 Front Matter....Pages 853-853 The Contribution of Contract Theory to Brand Strategy....Pages 854-864 Antecedents and Consequences of Employer Brand Equity: Toward a Conceptual Framework....Pages 865-865 Brand Portfolio Architecture and Firm Performance: The Moderating Impact of Generic Strategy....Pages 866-867 Performance Benefits of Hybrid Brand and Market Orientation Interaction....Pages 868-875 Front Matter....Pages 876-876 How to Impact Franchisee Adjustment: An Empirical Examination of Franchisor Support....Pages 877-877 Customer Value and Shopping Experience....Pages 878-887 Consumer Innovativeness Effects on Retail Extension Evaluations....Pages 888-888 Consumers’ Willingness to Patronize Foreign-Based Business Format Franchises: Exploring The Fast-Food Sector....Pages 889-889 Front Matter....Pages 890-890 Pay What You Want: Willingness to Pay Under No, Part, and Full Information of Cost of Product....Pages 891-891 Factors Influencing Consumers’ Willingness to Pay Under Pay What You Want Context....Pages 892-892 Factors Moderating Asymmetric Inter-Tier Competition: A Conceptual Examination using Price-Quality Tradeoff Framework....Pages 893-893 Front Matter....Pages 894-894 A New Viewpoint on the Structure of the Consideration Set and its Change....Pages 895-895 How Confucius Influences Consumer’s View on Socially Responsible Corporations....Pages 896-896 Impact of Culture on Indian Consumers: An Exploratory Study....Pages 897-905 Back Matter....Pages 906-922 This volume includes the full proceedings from the 2013 World Marketing Congress held in Melbourne, Australia with the theme Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academyĺls flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science