The Sustainable Global Marketplace: Proceedings of the 2011 Academy of Marketing Science (AMS) Annual Conference (Developments in Marketing Science: Proceedings of the Academy of Marketing Science)

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. This volume includes the full proceedings from the 2011 Academy of Marketing Science (AMS) Annual Conference held in Coral Gables, Florida, entitled The Sustainable Global Marketplace.-- Provided by publisher Front Matter....Pages i-lxi Analyzing Mental Representations in Marketing: the Contribution of Cognitive Mapping....Pages 1-1 Interpretation of Logistic Regression Models in Marketing Journals....Pages 2-2 “Tried and True” or “Cutting Edge”: Use of Data Analytical Techniques in Marketing Research....Pages 3-3 Social Media Applications for Marketing Educators....Pages 4-4 Stadium Atmosphere: Concept and Measurement....Pages 5-5 Resident Involvement: The Case of World Cup 2010....Pages 6-6 University Branding: The Contribution of Intercollegiate Athletics....Pages 7-7 Marketing Internships: Expectations and Perceptions of Students and Internship Providers....Pages 8-8 Trust in Preparation of University-Industry (UI)-Collaboration: Outcomes From a Course with Focus on Developing Businesslike Capabilities....Pages 9-12 Measuring Academic Emotions in Experiential Learning Using Qualitative and Physiological Data....Pages 13-13 Match/Mismatch in The College Service-Learning Experience: Influence on Attitudes, Satisfaction, and Volunteer Intentions....Pages 14-14 Untying the Bond With Own Possessions for Resale: The Influences of Resale Knowledge and Endowment Effect....Pages 15-18 Gift or Gift Card? Symbolic Interactionism in Gift Exchange....Pages 19-19 Social Safety or Saving Time? An Empirical Study in Giving Gift Cards....Pages 20-20 The Effect of Acculturation on Ethnic Minority Consumers’ Self-Gift Behavior....Pages 21-21 Internationalization of Remote Service Technologies - A Three Country Study on Perception, Adaption and Relationship Marketing....Pages 22-22 Factors Influencing African Postgraduate International Students’ Choice of South Africa as a Study Destination....Pages 23-23 Host Country Institutional Factors as Determinants of Direct Selling Industry Success....Pages 24-24 Materialism, Conspicuous Consumption and American Hip-Hop Subculture....Pages 25-25 Financing Social Marketing Programs Through Sponsorship: Implications for Evaluation....Pages 26-30 The Development and Management of Organizational Partner Orientation....Pages 31-31 Can Consumers Forgo the Need to Touch Products? An Examination of the Compensatory Role of Moods....Pages 32-32 Is This What i Think it is? The Frontal Lobe and Influences on Taste....Pages 33-35 I Know it But i Want to Touch it: Does Brand Familiarity Compensate Need for Touch?....Pages 36-36 Antecedents and Consequences of Salesperson Identification with the Brand and the Company....Pages 37-37 Marketing Innovation and Externalities: The Case of the Chilean Wine Cluster....Pages 38-38 Marketing Practices and Performance in a Post-Crisis Scenario....Pages 39-39 Young Consumers within a Marketplace Surrounded by Technologies: Understanding the Domain of Teenage Consumers Vulnerability....Pages 40-40 What do Consumers Think of Neuromarketing?: An Exploratory Investigation of Consumers’ Perceptions of Neuromarketing Ethics and the Associated Implications....Pages 41-41 Consumer use of the Internet and the Knowledge Gap in Healthcare....Pages 42-42 Examining the Influence of Parents Versus Peers on Gen Y Internet Ethical Attitudes....Pages 43-43 Key Account Management Orientation and its Impact on Company’s Performance – An Empirical Study....Pages 44-47 Transactional, Project-Based and Ongoing Service Delivery in the B2B Context....Pages 48-51 Dyadic Operationalization in Business Marketing....Pages 52-55 A Measure for Customer Reference Marketing....Pages 56-60 The Effect of Interpersonal Counterproductive Behavior on the Performance of New Product Development Teams....Pages 61-61 Which Dimensions of Product Design Drive Shareholder Value? The Role of Aesthetic, Ergonomic, and Symbolic Value....Pages 62-62 Determining the Best Launch Time for New Products with Risk Considerations in a Competitive Market Situation....Pages 63-63 Toward Brand Loyalty: Two Bridges of Brand and Customer Relationship Quality....Pages 64-67 Trial-Attitude Formation for a Green Product....Pages 69-69 In Brands that are Proclaimed Sustainable, Consumers do not trust....Pages 70-70 The Application of Value Co-Creation in Advancing Solutions to Sustainable Consumption....Pages 71-74 Does the Green Shoe Fit? Examining Consumer Perceptions of Fit and CSR Activities....Pages 75-75 E-Projects: Global Virtual Student Teams....Pages 76-76 Mindful Consumption as Marketing Competitive Advantage: The Strength of Ideology Toward the Purchase Decision....Pages 77-81 Factors Affecting the Acceptance of Green Products....Pages 82-86 Paying Premium Prices for Sustainable Tourism: An Investigation of Some Antecedents....Pages 87-87 What Drives Consumers in Eco-Fashion? A Means-End Approach to Building Meaningful Segments of Green Consumer Types....Pages 88-88 Understanding Determinant Factors of Firm Performance: A Time Path Analysis of the Auto-Industry....Pages 89-93 The Good Ones Go Into the Pot, the Bad Ones Go Into Your Crop: How to Identify Inaccurate Response Behavior in Online Marketing Research....Pages 94-94 Surveys Go 3D: Using Virtual Worlds to Innovate in Marketing Research....Pages 95-95 Cross-Functional Activities - Do They Really Reduce Inter-Functional Conflict Between Sales and Marketing?....Pages 96-96 Sources of Intraorganizational Conflict: a Sales Perspective....Pages 97-101 Salesperson’s Personality and the Relationship Quality Differences Between Customers and Friends....Pages 102-104 Salesperson Nonverbal Cue Emulation and Customer Perceptions: Conceptual Foundations and Proposed Research Program....Pages 105-105 Consumer Perceptions of Advertising Appeals: Hard-Sell and Soft-Sell Revisited....Pages 106-110 Advertising Strategies for Charities....Pages 111-111 Do Consumers Seek for Prestige? Development of the Need for Prestige Scale....Pages 112-112 What Keeps Consumers from Buying Counterfeits? The Role of Risk as an Obstacle to Purchasing Pirated Products....Pages 113-113 “The Good Life”: Individual Well - Being and its Relationship with Materialism....Pages 114-118 The Process of Consumer-Brand Engagement: A Grounded Theory Approach....Pages 119-122 Antecedents and Consequences of the Gap Between Perceived and Actual Quality of Brands....Pages 123-123 The Role of Gay Identity in Gay Consumers’ Evaluations of Gendered Brands....Pages 124-124 Do Coordination Flexibility and Market Orientation Leverage Entrepreneurial Strategy to Predict Export Sales Performance?....Pages 125-125 Sequential vs Simultaneous Rollouts: Contingent Effects of Product Innovativeness and Order of Entry....Pages 126-128 Export Knowledge Absorption and SMEs’ International Performance....Pages 129-129 Structural Factors Associated with the Export Performance of Manufacturing Firms....Pages 130-134 Guanxi Meets Western Banking Systems: Trust, Bonding, and Commitment in the Context of Consumer Acculturation....Pages 135-135 Cross-Generational Perceptions of Disciplining and the Implications for the Sustainability of Disciplining Practices of Service Providers....Pages 136-138 Overall Customer Satisfaction: A Case Study of the Bangladesh Banking Sector....Pages 139-141 Service in the Hospitality Industry: A Chinese and American Comparison of Failures and Recovery Strategies....Pages 142-142 The Influence of Mental Models of Customer Service on Employee Engagement....Pages 143-143 The Influence of Service Guarantees on Firm Performance....Pages 144-144 When the Service Encounter Becomes a Source of Boredom: A Customer Demands-Resources Model of Service Employees’ Boreout....Pages 145-145 Integrative Business Education Focused on the Environment: A Description of the Sophomore Scholars Program, its Effects on Academic Performance, and the Regulatory Focus of its Participants....Pages 146-146 Exploring the Effect of an Instruction to be Creative on Problem Solving in the Classroom....Pages 147-147 Social Media and Students’ Achievement: The Role of Culture and Personality....Pages 148-152 Stress and Brand Choices During Purchasing Process in Mexico....Pages 153-153 When Local Brands are Better? The Moderator Role of Self-Construal on Identification with Global or Local Brands....Pages 154-154 Consumer Spent Bigger Than Needed: Explaining Mobile Phone Plan-Choice Biases....Pages 155-159 Consumers in a Turbulent Economy: Normative, Egoistic and Economic Antecedents to Store (DIS)Loyalty and Store-Brand Proneness....Pages 160-160 Responsibly Yours: Marketing Sustainability in Retail....Pages 161-161 Some Preliminary Evidence for the Effect of Employee Satisfaction on Relational Switching Costs....Pages 162-164 You Know you’ve Got to, Express Yourself: A Comparative Study of Self-Expression Through Brand, Women in Six Asian Nations....Pages 165-165 Co-Branding Strategies Applied to High-Tech Products and Luxury Brands: A Cross-Cultural Perspective....Pages 166-166 Religiously Motivated Consumer Boycott: The Impact on Brand Image, Product Judgment and Customer Loyalty....Pages 167-167 Priming Effect Across Modalities and Influence of Processing Fluency on AD Designs....Pages 168-168 Crisis Management Advertising Effectiveness: The Impact of Psychological Ownership and Message Abstractness....Pages 169-169 No Clipping, No Printing Required: Antecedents of Consumers’ Intention to use SMS Coupons....Pages 170-170 Signaling Quality Across Different Stages of the Organizational Life Cycle....Pages 171-171 Building an Adaptive Sales Force Through Sales Control Synergies....Pages 172-172 Managers’ Perceptions of the Effectiveness of Cash vs. Non-Cash Awards for Sales and Customer Service Employees....Pages 173-174 Antecedents of Salesperson’s Performance: Sales Unit’s Absorptive Capacity, LMX and Salesperson’s Trust and Goal Commitment....Pages 175-175 Disentangling Individual and Contextual Shopping Motivations....Pages 176-180 Understanding the Negative Aspects of Role Shopping....Pages 181-181 Service Convenience Determinants of Consumer Continual Intention for Group Buying....Pages 182-185 A Re-Examination of the Nature of the Service Satisfaction and Customer Loyalty Relationship Through the Lens of Attribution Theory....Pages 186-186 Service Quality, Customer Satisfaction, Value and Loyalty: An Empirical Investigation of the Airline Services Industry....Pages 187-187 The Influence of Service Guarantees on Firm Performance....Pages 188-188 The Landscape as an Integrative Aspect of Tourism for the State of Colima and its Risk Factor Implications: Seeking Collaboration Between Parties Involved with Colima’s Volcano.....Pages 189-194 Use of Archetypes in the Colombian Fashion Industry....Pages 195-195 Co-Creation of Value in the Brazilian Private Higher Educational Service....Pages 196-196 Electricity Demand Management in a Brazilian B-To-B Domain: Characteristics, Explanation, and Simulation....Pages 197-197 Sales Research: Where is the Cutting Edge?....Pages 198-198 Binding Experiences: The Role of Consumer’s Brand Engagement in Self-Concept on the Relationship Between Brand Experiences and Emotional Attachment....Pages 199-203 Diy Consumers and Retailers: An Exploratory Study on Value Creation in the Do-It-Yourself Industry....Pages 204-204 The Effects of Self-Construal and Task Difficulty on Consumer Attributions of Firm Effort: Implications for Cocreation....Pages 205-205 Order Effects of Sampling Experiential Products: The Role of Product Similarity....Pages 206-206 Emerging Markets: Service Quality Versus Value in Russia....Pages 207-207 International Market Segmentation as Practice....Pages 208-208 Managerialism in the Classroom: Quitting or Resisting?....Pages 209-209 The Student as a Practitioner: An Activity Theory Approach for Student Participation in Higher Education in Colombia....Pages 210-210 Using Simulator Markstrat in Marketing Planning Courses in Brazil....Pages 211-211 A New Business School Model: Relevance of Management Education in Colombia....Pages 212-216 Reference Letters for Students: A Legal Trap for the Uninformed Marketing Educator....Pages 217-217 Determinants of Successful Ph.D. Student Placement in Faculty Positions: the Mediating Role of Publication Record....Pages 218-218 It is Relevant, Isn’t it? On the Influence of Prior Experience on a Joint Relevance Evaluation Between Marketing Scholars and Practitioners....Pages 219-219 Readability and Usefulness: Do the top 100 MBA Mission Statements say Anything?....Pages 220-220 Price Dispersion in the Airline Industry: A Conceptual Framework and Empirical Analysis....Pages 221-221 Do Customers Prefer Many Tariff Options? The Role of Perceived Costs and Benefits of Variety in Pricing....Pages 222-222 Internet Product Prices in Emerging Economies....Pages 223-223 Learning Personal Selling Through Cognitive Apprenticeship: Creating More Authentic Instruction Through the UA Sales Lab....Pages 224-224 A Comparison of the Readability of Marketing Reserch Textbooks and Commercial Marketing Research White Papers....Pages 225-225 “One Size Fits all in the Global Marketing Classroom...Not Really” Impact of Students’ National Culture and Acculturation Levels....Pages 226-226 Choice and Conflict Between Sacred and Secular Music: A Conversation Piece for Teaching Marketing Ethics....Pages 227-229 Does Market Orientation Drive New Product Performance? The Mediating Role of Project-Level Information Sharing Capabilities....Pages 230-230 Market Orientation, Business Strategy and Firm Performance: The Moderating Effects of Managers’ Personal Values....Pages 231-231 Gaining Superior Business Performance from Market Orientation: The Mediating Role of the Core Business Process Capabilities....Pages 232-232 The use of Sustainable Country Images in Organisational Branding....Pages 233-233 Factors Affecting Country Brand Equity: A Business Perspective....Pages 234-234 Country Image and Brand Image: An International Investigation of Made in Italy....Pages 235-235 Liability of Localness and Cross-Cultural Variance in Conspicuous Consumption: The Case of the Global Automotive Industry....Pages 236-236 Three-Dimensional Customer Commitment Model: Investigating its Impact on Loyalty Relational Outcomes....Pages 237-237 Preventing Customers from Running Away! Exploring Generalized Additive Models for Customer Churn Prediction....Pages 238-238 ‘I will if You will’: The Effect of Social Network Ties on the Adoption of Mobile Applications....Pages 239-239 Technology Cluster Effect as Moderator in the Technology Acceptance Model: The Case of Text Messaging and Wig Mobile Banking Adoption....Pages 240-240 The Natives are Restless: The Effect of Age And Interativity on Consumer Response to Digital Information Products....Pages 241-241 Trust and New B2B Technologies: An Empirical Study Identifying the Trust Issues Related to the Adoption Rates of New Technology....Pages 242-246 Country Resources, Country Image and Tourism: A Panel Data Analysis....Pages 247-247 Seeking Country of Origin Information as an Indicator of Social Status to Make Egoistical Purchase Decisions....Pages 248-250 Do you Really Want to Eat More Healthy or do you Just Want to Look Good? How Different Motives Influence the Healthy Food Decision....Pages 251-251 The Effects of Natural Cigarette Descriptors on Adolescents’ Brand-Related Beliefs, Attitudes, and Intentions....Pages 252-252 Collective and Perceived Normative Influences on Intention to Smoke Across the European Union Member States: A Multilevel Examination....Pages 253-253 Understanding the External Benefits of Consumption of Goods and Services that Might Contribute to HIV/Aids Control....Pages 254-258 Attitudinal Determinants of Recycling Behavior: At Home and on Vacation....Pages 259-259 The Domain of Sustainable Marketing: A Framework and Research Agenda....Pages 260-263 Marketing Managers’ Motivations Toward Moderation of Consumption....Pages 264-264 Farmers’ Markets and Sustainability Issues: A Review, Assessment and Research Agenda....Pages 265-265 Entrepreneurial Marketing and its Antecedent: An Empirical Investigation of the Role of Entrepreneurial Orientation....Pages 266-266 Influence of Entrepreneurial Motivations on Strategic Business Decisions....Pages 267-267 Towards the Development of Classificational Schemata in Entrepreneurial Marketing....Pages 268-268 On Breeds, Tricks, and Age: The Case of Small Business Growth and Market Choice Strategy....Pages 269-269 What Alliance Partners are Trustworthy? The Roles of Governance and Organizational Culture....Pages 270-270 Configuration Theory Assessment of Business Relationships....Pages 271-271 It all Comes Down to Icare....Pages 272-272 Getting Over Yourself: Struggles, Triumphs, and Failures in Marketing Education....Pages 273-273 Engaging Students in Their Learning: Analyzing the Role of Diverse Teaching Innovations....Pages 274-274 How I Teach 1200 Students out of a 150 Seat Classroom: Pro’s and Con’s....Pages 275-275 The Effects of Advertising Evoked Vicarious Nostalgia on Brand Heritage....Pages 276-276 Can you Hear me Now ? Antecedents of Slogan Recall....Pages 277-277 Advertising Relevance: Categorization and a Case for Scale Development....Pages 278-280 Your Best Buddy — The Case of Toyota South Africa....Pages 281-281 Exploring Self-Brand Connection in The Social Media Context: The Case of Twitter....Pages 282-282 Why a few Social Networking Sites Succeed While Many Fail....Pages 283-285 Convexity Neglect in Consumer Decision Making....Pages 286-286 Understanding the Fundamental Mechanisms of Origin-Based Brand Value Creation: An Empirical Analysis....Pages 287-291 Ethnocentrism and Consumer Ethnocentrism (CETT): The Role or Perceived Threat and Social Capital....Pages 292-292 The Effect of Stereotype Incongruent Information on Consumers’ Evaluations: Does Favorable Foreign Product Mean Favorable Country of Origin?....Pages 293-293 Considering Theory in Cross-Functional Relationships: Looking Out to Look In....Pages 294-294 On the Innovation Consequences of Market Orientation....Pages 295-295 The Impact of Technology on Marketing - Introducing a New Marketing DNA....Pages 296-300 Identity Construction in Online Communities: Implications for Customer Engagement Behaviours....Pages 301-301 Investigating Sources of Creativity in the Fashion Industry: Make, buy or Steal....Pages 302-304 Marketing of Business Sustainability: A Case Illustration Beyond Corporate Boundaries....Pages 305-305 Competition-Motivated Sustainability: When Corporate Social Responsibility Increases Marketing’s Effect on Firm Performance....Pages 306-306 The Strategic Agenda of Corporate Europe: Sustainability or Not?....Pages 307-309 Can Sustainability be Achieved by Effective Branding of a Place?....Pages 310-310 The Changing Role of Salespeople and Consequences for Required Capabilities: A Review and Empirical Exploration....Pages 311-314 Outperforming Whom? A Multi-Level Study of How Performance-Prove Goal Orientation Manifests in Sales Performance in a Context of Shared Team Identification....Pages 315-315 Beyond Performance: The Reseller Salesperson as Brand Evangelist....Pages 316-316 The Franchise Dilemma: Agent Motivations, Contracting, and Opportunism in Hybrid Governance....Pages 317-317 The Value Relevance of Chief Marketing Officers for the IPO of Startups....Pages 318-318 Entrepreneurial Marketing in Small Firms: A Comparative Study of Small Software Technology Firms in Central Finland, Wales, UK and Silicon Valley, US....Pages 319-319 Market-Driven Innovation Capability and Financial Performance: Moderating Effect of Environmental Turbulence....Pages 320-320 Market Environment as a Source of Information: The Effects of Uncertainty on Intended and Realised Marketing Strategy....Pages 321-325 Exploring Outcomes of Different Layers of an Innovation-Oriented Culture in Uncertain Environments: Insights from a Multisource Data Analysis....Pages 326-326 Creativity and Innovation for New Technology Ventures....Pages 327-327 The Consumption-System Wireless Telecommunications and the Perceived Value - Loyalty Intentions Link....Pages 328-328 The Role of Creative Awards in the Advertising Industry: A Signaling Perspective....Pages 329-329 The Effect of Word of Mouth on Inbound Tourists’ Decision for Traveling to Islamic Destinations (The Case of Isfahan as a Tourist Destination in Iran)....Pages 330-334 Immigrants’ Approaches to Shopping: The Role of Acculturation in Determining Hispanics’ Consumer Decision Making Styles (CDMS)....Pages 335-335 Customer Dissatisfaction and Retaliatory Behavior: The Moderating Effect of Consumer Participation....Pages 336-336 Luxe-Bargain Shopping: Relationships Among Perceived Values, Satisfaction, and Future Intentions....Pages 337-337 The Boycott of Offshoring Companies. How the fit Between the Consumers’ Home Country and the Company’s Origin Influences the Boycott Decision....Pages 338-338 Consumer Boycotts in International Marketing: A Multidisciplinary Assessment and Review....Pages 339-339 Consumer Animosity: A Comparative Perspective....Pages 340-340 Effects of Country Culture on the use of Signals in the Motion Picture Industry: A Hierarchical Growth Modeling Approach....Pages 341-341 The Role of Cultural Context in the Implementation of Market Orientation: Insights from the Cumulative Evidence....Pages 342-342 What Triggers Pro-Environmental Behavior Cross-Culturally? An Empirical Investigation in Five Nations....Pages 343-343 Customers are Seldom Customers: Customer Designations as Labels and their Implications for Marketing Strategy....Pages 344-344 Consumer Identities: Carnism Versus Veganism....Pages 345-345 Narcissism’S Mediation on Propensity to Shop Green....Pages 346-346 Suggestions are Welcome: Provider Responses to Unsolicted Advice Feedback....Pages 347-347 An Examination of the Real Effect of Country-Of-Origin on Percieved Quality: A Product Category Approach....Pages 348-348 The Effect of Age, Gender and Consumer Susceptibility in Purchase Recommendations: An Analysis of Three Different Recommendation Settings....Pages 349-349 The Influence of Regular Sports Participation on Consumer Psychology: Implications for Marketing Sports Participation to American Society....Pages 350-350 The Role of Modularity in Providing Corporation-To-Corporation Solutions: A Knowledge-Based View....Pages 351-351 The Relationship Between Supplier Development and Firm Performance: Utilizing the Market-Based Asset Framework....Pages 352-352 Linking Supply Chain Visibility to Firm Performance: An Empirical Investigation....Pages 353-353 Corporate Sustainability: A Framework to Guide Academic Research and Corporate Practice....Pages 354-354 Topic Sensitivity: Implications for Web-Based Surveys....Pages 355-358 Modeling the Influence of Changes in Consumer Reservation Price Structure on Inter-Tier Retail Competition....Pages 359-359 Do signs Matter? Consumers’ Cognitive, Affective, and Behavioral Responses Toward Exterior Retail Store Signage....Pages 360-360 Influence of Organizational Learning on Trust in Strategic Supply Chains....Pages 361-361 A Theory of Captive Relationships in Distribution Channels....Pages 362-362 Performance Outcomes in Learning Oriented Supply Chains: Explicating the Role of Process Capabilities....Pages 363-363 Factors Affecting Choice of Informational vs. Transactoinal Websites: An Examination in an Emerging Market....Pages 364-364 Consumer Evaluation of Search Advertising and Search Engine Effectiveness: The Role of Frustration....Pages 365-365 The Impact of Emotions on the Effectiveness of Viral Marketing Campaigns....Pages 366-366 Authenticity in Online Communications: Examining Antecedents and Consequences....Pages 367-367 Building Brand Commitment in Virtual Brand Communities....Pages 368-368 Antecedents of Virtual Community Participation: An Empirical Investigation....Pages 369-371 Promoting Higher Education Institutions Through Facebook....Pages 372-374 Sorting the Wheat from the Chat: Influence in Social Networks....Pages 375-379 Remote Service Technologies - A Framework and Factors Influencing Adoption in B2B Relationships....Pages 380-382 The Secret of Service Innovativeness – A Comparative Investigation of Different Modes of Customer Involvement....Pages 383-383 Technology-Dominant Service Interfaces: Challenges, CRM, and Key I.T. Capabilities....Pages 384-384 Course Management System: Moodle....Pages 385-385 A Cross-National Comparison of U.S. and Turkish Consumer Satisfaction with Dental Care Services....Pages 386-386 Emic and Etic Cross-Cultural Scale Development....Pages 387-387 Gender, Self, and Brand: A Cross-Cultural Study on Gender Identity and Consumerbased Brand Equity....Pages 388-388 Consumption of Extremity: Cultural Proliferation of Hyper-Authenticity and the Corollary....Pages 389-389 Seeking Distinction Through Snobbery in the Context of Luxury Markets....Pages 390-390 Narcissistic Pro-Environmental Behavior....Pages 391-391 Revisiting Store Brand Proneness: Identifying Generic, Store-Specific, Category-Specific and Brand-Specific Determinants of Store Brand Proneness....Pages 392-392 An Exploratory Study of Consumer Attitudes Toward Mobile Coupons in Relationship Marketing....Pages 393-393 Sitcoms may Make you Laugh and Change your Behavior....Pages 394-394 Green Labels, Perceived Benefits, and Purchase Decisions: An Examination of Sustainability from the Consumer’s Perspective....Pages 395-395 Experimental Insights into the Advertising Effectiveness of the Integration of Videos in E-Mails....Pages 396-396 Managing the New Media: Tools for Brand Management in Social Media....Pages 397-397 Drawing Meaning from Online User Discussions About Brands: A Study of Comments in Response to Luxury Advertisements on YouTube....Pages 398-398 Integrating the Website into Marketing Communications: An Empirical Examination of Magazine AD Emphasis of Website Direct Response Opportunities Over Time....Pages 399-399 Consumers’ Biased Perceptions of the Environmental Impact of Products, and Their Influence on Advertising Efficiency....Pages 400-404 Sustainability Marketing Strategies in Advertising Campaigns – Boon or Bane?....Pages 405-408 Exploring the Impact of Message Framing on Sustainable Consumption Choices....Pages 409-413 Consuming Sustainably by Buying Organic Food: The Effect of Certified Third-Party Labels on Perceived Risk....Pages 414-416 Genuine and Counterfeit Luxury Apparel in Egypt who Buys them and why?....Pages 417-417 Patients as Consumers: The Right Message at the Right Time Matters for Consumers with Chronic Conditions....Pages 418-418 Credibility as a Key to Sustainable Advertising Success....Pages 419-422 The Forgetful Customer: Regeneration of Sales After Service Failure....Pages 423-423 The Impact of Variability of Front-Line Service Employees on the Customer Perceptions of Service Quality....Pages 424-424 Capturing the Agile Service Encounter: A Qualitative Approach to the Manager/Employee Dyad....Pages 425-425 Consumer Choice Between Hedonic and Utilitarian Recovery Options in Service Failures: A Mood Regulation Perspective....Pages 426-426 How the Traits of Brand Personality are Related to Consumer Perception of Specific Quality Dimensions for Durable Consumer Goods....Pages 427-430 Measuring the Cognitive and Emotional Relationships Between Readers and Print Media Brands....Pages 431-434 The Effects of Celebrity Endorsers on Brand Personality, Brand Trust, Brand Preference and Purchase Intention....Pages 435-439 Brand Personality of a City Identity vs. Image....Pages 440-442 Green Branding: Do Local and Global Brands Benefit from Organic Labeling....Pages 443-443 “Spreading the Good Word”: Toward an Understanding of Brand Evangelism....Pages 444-444 From hi Tech to hi Touch the Emotional Way to Technology....Pages 445-445 Entrepreneurial Marketing: Is Entrepreneurship the Way Forward for Marketing?....Pages 446-446 Does it Really Hurt to Overestimate your Innovativeness? An Analysis of Perception Differences Between Companies and Customers....Pages 447-447 The Bridging Role of Brand Liking: From Brand Equity to Customer Relationship with a Brand That Does Not Exist in the Market....Pages 448-448 Incorporating Customer Advocacy in the Customer Satisfaction Model....Pages 449-449 Assessing the Nomological Validity of the Net Promoter Index Question (NPI)....Pages 450-450 The Consumer’s Online Group Buying Influential Factor Model: An Empirical Study in China....Pages 451-453 Developing an Attractive Mobile Service: A Comparison of Desired Consumption Values of Three Different Services....Pages 454-456 Consumer Path Dependence in High-Tech Markets: An Analysis of the Self-Reinforcing Mechanisms Leading to Consumer Lock-In....Pages 457-457 Globalization of Innovations: Disseminating High Technological Advancement....Pages 458-463 The Role of Theory in Junior Faculty Research....Pages 464-464 Examining a Word-Of-Mouth Model in Participant Sport....Pages 465-465 The use of Sports Related Emotions as a Sustainable Marketing Strategy....Pages 466-466 Package Advertising Claims on New Products: Impact on Firm Value....Pages 467-467 Hotel Advertising: Consumer Evaluations Through Price Cues....Pages 468-468 Social Influence in Product Placements: The Impact of Group Composition and Coviewing Context on Brand Recall and Attitudes....Pages 469-469 Mental Simulation and Consumer Evaluations of Really New Products (RNPs): The Role of Product Type....Pages 470-470 Analyzing the Impact of Supermarket Promotions: A Case Study Using Tesco Clubcard Data in the UK....Pages 471-475 Online Consumer Perceptions of Retailer Familiarity and Price Discrimination....Pages 476-476 Branding in E-Mails Enhances Advertising Effectiveness....Pages 477-477 Identification with a Higher Education Institution Through Communication of the Brand....Pages 478-481 Requiem for a Brand: Consumer Response to Brand Elimination....Pages 482-484 When More is Less: Base Value Neglect and Consumer Preferences for Changes in Price and Quantity....Pages 485-485 ‘Shades of Gre Founded in 1972, 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. This volume includes the full proceedings from the 2011 Academy of Marketing Science (AMS) Annual Conference held in Coral Gables, Florida, entitled The Sustainable Global Marketplace