Thriving in a New World Economy: Proceedings of the 2012 World Marketing Congress/Cultural Perspectives in Marketing Conference (Developments in Marketing ... of the Academy of Marketing Science)

This volume includes the full proceedings from the 2012 World Marketing Congress and Cultural Perspectives in Marketing held in Atlanta, Georgia with the theme Thriving in a New World Economy. The focus of the conference and the enclosed papers is on global marketing thought, issues and practices. This volume presents 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-xxii Front Matter....Pages 1-1 Building Initial Relationships: The Emerging Tasks of Sales in New Business Development....Pages 2-5 The Franchisor/Franchisee Relationship: How can this Relationship be Strengthened from the Franchisees’ Perspective?....Pages 6-6 Interpersonal Trust and Within-Nation Regional E-Commerce Activity....Pages 7-10 Front Matter....Pages 11-11 A Study to Consider how Salespeople believe They can Build a Long Term Service Relationship with their Customers....Pages 12-12 Conceptualizing Multichannel Consumer/Salesperson Interactions For A High Tech Product....Pages 13-13 Pricing and Sales Force Compensation Strategies: Are They Motivating or Demotivating Your Sales Force?....Pages 14-16 Experimental Examination of Performance Consequences of Change Implementation for Sales Force Integration....Pages 17-17 Front Matter....Pages 18-18 Understanding Market Orientation Among Small Businesses in Rural Ghana....Pages 19-19 Franchising, Knowledge Transfer, and Development in Emerging Markets....Pages 20-23 Opportunities and Challenges for Family Businesses Pursuing Global Markets....Pages 24-29 Front Matter....Pages 30-30 Cowboy Ethics: Marketing Gimmick or Business Ethics Tool?....Pages 31-35 Front Matter....Pages 36-36 Linking Values and Behaviour to Understand Sustainable Consumption Pattern of Indians: A Structured Abstract....Pages 37-40 Conform or Resist? Immigrant Females and Consumer Empowerment....Pages 41-44 What Drives Mass Transport Usage Intentions: Collectivism, Environmentalism, or Plain Pragmatism?....Pages 45-47 Building Understanding of the Domain of Destination Image: A Review....Pages 48-48 Front Matter....Pages 49-49 A Cross-Cultural Drive to Innovation: Phronetics from the Field....Pages 50-54 Like It or Not - Social Media Marketing in B2B Companies....Pages 55-55 Usage and Importance of Social Media for Corporate Communication and Stakeholder Dialogue....Pages 56-59 Front Matter....Pages 60-60 A Structural Equation Model of Credit Card Debt Among the Youth Market....Pages 61-64 Conscious and Subconscious Evaluation of Service Recovery Situation....Pages 65-69 Front Matter....Pages 60-60 How National Cultures Influence National Rate of Innovation....Pages 70-72 Ethnic Marketing is Not New – Challenging Research Methodologies Behind it is. Preliminary Phd Results About the Application of Projective Techniques in Ethnic Focus Groups....Pages 73-76 Front Matter....Pages 77-77 Sustainable Consumption Through Innovative Use: Marke Eigenbau in the Former East Germany....Pages 78-78 I Mean Green So i Eat Organic: Testing the Effect of Peer Pressure on the Purchase and Consumption of Organic Food....Pages 79-82 Front Matter....Pages 83-83 Does City Brand Equity Have any Impacts in Tourism World? A Case Study of Bandung City - Indonesia as a Tourism Destination....Pages 84-87 Festival Visitors’ Emotion and its Response to the Environment....Pages 88-88 Perspectives on Destination Competitiveness – National Destination Competitiveness’ Influence on Regional Attractiveness....Pages 89-92 The Importance of Social Relationships in Festival Quality Evaluation....Pages 93-93 Front Matter....Pages 94-94 Ad Appeals in the Context of Viral Advertising....Pages 95-95 The Selling Power of Customer-Generated Product Reviews: the Matching Effect Between Consumers’ Cognitive Needs and Persuasive Message Types....Pages 96-99 Front Matter....Pages 100-100 Luxury Consumption in Brics: Rationale Behind ‘Irrational’ Consumption Patterns....Pages 101-105 Translating Values into Teenage Fashion Wants in an Emerging Market....Pages 106-108 Managerial Beliefs Regarding Banking Activity at the Bottom of the Pyramid in an Emerging Economy....Pages 109-111 Three Dichotomies of Luxury Consumption in Russia....Pages 112-112 Front Matter....Pages 113-113 Direct-to-Consumer Prescription Drug Websites: The Moderating Roles of Perceived Risk and Product Category Knowledge....Pages 114-117 Research Perceiving on Poster as Communication Media, Perceiving of College Students at School of Business & Management in Switzerland (Western Culture) vs Indonesia (Eastern Culture)....Pages 118-118 Influence of Brand Trust and Affect, Purchase and Attitudinal Loyalty on Brand Performance....Pages 119-121 Front Matter....Pages 122-122 Hungry to Sell, Humble to Serve: Towards Understanding the Use of Ambidexterity in Optimizing the Sales and Service Mix....Pages 123-123 Intuition and Adaptive Selling....Pages 124-127 Sales and Value Creation: A Synthesis and Directions for Future Research....Pages 128-128 Front Matter....Pages 129-129 Budget Allocation for Customer Acquisition and Retention to Balance Market Share Growth and Customer Profitability....Pages 130-130 Market Orientation and Positioning Strategy: Review and Propositions....Pages 131-131 Building Dynamic Capabilities Through Trust: An Exploratory Model of Employee-Customer-Management Relationship....Pages 132-135 Front Matter....Pages 136-136 Towards a Demand Aggregation Theory of Marketing in Emerging Markets: An Empirical Evaluation of the Promotion of Financial Services in Ghana....Pages 137-137 Comparing Non-Users, Moderate Users and High Users of Self-Service Technologies in an Emerging Economy....Pages 138-142 The Importance and Formalization of Service Quality Dimensions: A Comparison of Chile and the United States....Pages 143-143 Front Matter....Pages 144-144 Turn It Up: That’s My Song in That AD....Pages 145-148 Front Matter....Pages 149-149 Marketing Futurecast Lab – Prospecting Trends for A Better Future....Pages 150-150 Revealing Possibilities for Co-Branding – Focusing on Finnish Higher Education of Creative Economy....Pages 151-158 Ranking Scholarly Marketing Journals by Major Subarea....Pages 159-159 Front Matter....Pages 160-160 Ukukhothana: The Curious Case of Conspicuous Consumption and Destruction in an Emerging Economy....Pages 161-163 Consumers’ Conspicuousness and its Underlying Traits....Pages 164-167 Exploring Country-Based Motives for Anti-Consumption: A Qualitative Study....Pages 168-171 From Consumer Socialization to Status Consumption: A Cross Cultures Study among High School Students....Pages 172-175 Front Matter....Pages 176-176 Direct-To-Consumer Advertising: A Review and Agenda for Future Research....Pages 177-180 Baby and Me: Single Mothers by Choice and the Artificial Reproductive Technology Marketplace....Pages 181-181 An Investigation of Young Consumers Alcohol Consumption: an Irish Perspective....Pages 182-184 Front Matter....Pages 185-185 Banking in India: Role of Self-Service Technologies....Pages 186-189 Segmentation Analysis of Mobile Phone Users Based on Frequency of Feature Use....Pages 190-193 Service Entry in Emerging Markets: Introducing Foreign Services to Russian Markets....Pages 194-194 Front Matter....Pages 195-195 A Comparison of American and Hong Kong Consumers’ Attitudes Toward Product Placement in Movies....Pages 196-196 Exclusion from Entertainment and Leisure Venues: Can’t we Play, Too?....Pages 197-197 The Business Model and Value Chain of Cultural and Creative Industry....Pages 198-203 Front Matter....Pages 204-204 Influence of Group Characteristics on Individual Consumption when Sharing: An Exploratory Study on Television Viewing....Pages 205-208 Modelling Ethicality in Consumption: Bridging the Literature on Ethics....Pages 209-209 Revisiting Salesperson Knowledge: The Role of Optimism....Pages 210-213 Front Matter....Pages 214-214 Drivers and Outcomes of an Eco-Friendly Tourism Attitude and Behavior....Pages 215-223 Tourist’s Multichannel Use and Its Antecedents....Pages 224-227 Front Matter....Pages 228-228 The Effective Price in State-Sponsored Lottery Games: Opportunities for Marketing Actions That Support Revenue Generation for Public Policy Making....Pages 229-229 Front Matter....Pages 230-230 Acceptance and Adoption of Online-Received Recommendations on Social Media Platforms: An Empirical Investigation....Pages 231-233 Utilitarian or Hedonic? A Cross Cultural Study in Online Shopping....Pages 234-239 An Integrated Luxury Retail Experience: Mobile Confidence, Mobile Trust and Technology Acceptance of Quick Response Codes....Pages 240-241 Front Matter....Pages 242-242 An Exploratory Study of Ethics, CSR and Sustainability Education in Graduate/Undergraduate Business Schools: Specifically in the Marketing Curriculum....Pages 243-246 Evaluating the Readability of Marketing Research Textbooks: an International Comparison....Pages 247-247 The Marketing Ethics Course: Current State and Future Directions....Pages 248-250 Front Matter....Pages 251-251 Attention to Print Advertising: An Eye Tracking Study in the Context of Airline Advertisements....Pages 252-255 Exchange Offer as a Sales Promotion Tool for Consumer Durables: A Content Analysis of Indian Print Advertisement....Pages 256-257 Should Destination Marketers Avoid Dark Movies in the Marketing Plans?....Pages 258-261 Front Matter....Pages 262-262 Choosing the Right Cause: The Moderating Role of Meta-Cognitions in Cause-Related Marketing Effectiveness....Pages 263-266 The Social Influence of the Manager on Customer Contact Employee Behavior: A Structured Abstract....Pages 267-269 Front Matter....Pages 262-262 Green & Sustainable Luxury: A Strategic Evidence....Pages 270-270 Front Matter....Pages 271-271 Same Country, Different Ethnicity: The Role of Ethnicity on Impulse Buying....Pages 272-279 Towards an Understanding of Motivations Underlying the Resistance of French Consumers....Pages 280-282 “Perceived Seller Loyalty” for “Customer Loyalty”, Does “Tat for Tat” Work Like “Tit for Tat”?....Pages 283-286 Front Matter....Pages 287-287 A Social Emphasis to Triple Bottom Line Reporting of Corporate Sustainability Efforts....Pages 288-288 An Examination of Determinants of Corporate Social Responisbility Disclosure Strategies....Pages 289-292 The Impact of Corporate Philanthropy on Corporate Reputation: A Cross-National Comparison....Pages 293-293 Front Matter....Pages 294-294 Willingness to Participate: Understanding Consumer Participation Online....Pages 295-295 Front Matter....Pages 296-296 The Effect of Consumers’ Consciousness on Brand Perceptions: A Cross-Cultural Study....Pages 297-297 Brand Compromises: An Examination of Cultural Influences on Consumer Complicity with Counterfeit Brands....Pages 298-300 Exploit, Neglect, Develop, Live - A Typology of Country Image Use in Company Branding....Pages 301-301 A Qualitative Approach to Analyze Intercultural Competence in Sino-German Collaborations....Pages 302-305 Front Matter....Pages 306-306 I Imagine, I Shop, I Buy: The Effects of Self-Esteem and Social Participation on the Ability to Imagine, and Consumer Fahsion Objects in a Retail Environment....Pages 307-307 Retailer Brand Equity: An Approach Based on Store Image....Pages 308-310 Front Matter....Pages 311-311 The Psychology of Social Networking Site Usage: An Empirical Examination of Antecedents to Intention and Behavior....Pages 312-315 Toward a Better Understanding of the Ever Expanding Social Web: A Uses and Gratifcation Approach....Pages 316-316 Front Matter....Pages 317-317 Health Care Services Marketing of Swedish Innovation – A Comparative Study....Pages 318-324 Consumers’ Security Concerns: Does it Exist in the Context of Adopting RFID in the Healthcare Industry?....Pages 325-327 Advances in Prior Knowledge Conceptualizations: Investigating the Impact on Health Behavior....Pages 328-328 Raising Awareness of Responsible Drinking Among Students: A “Live” Campaign Approach....Pages 329-332 Front Matter....Pages 333-333 Inferences and Evaluations of Hybrid Products: The Role of Goal Activation....Pages 334-336 Impact of Time Orientation on Consumer Innovativeness: A Study in India and the United States.....Pages 337-339 Understanding the Role of Emotion in Self-Service Technology Adoption: A Structured Abstract....Pages 340-343 Front Matter....Pages 344-344 Understanding Sustainability DNA: An Exploration into the Dna of the Top 100 Sustainable Companies....Pages 345-345 Does Flse Perceive Organizational IMO Impact on their Customer Oriented Behavior?....Pages 346-346 Nonprofit Marketing: A European Perspective on Donations and Religiousness....Pages 347-356 Front Matter....Pages 357-357 Nugget Notes: A Simple Teaching Tool....Pages 358-358 Social Media Assessment for Marketing Students: The Klout Challenge....Pages 359-359 When Second-Best Becomes the First-Best Option: The Education Dilemma....Pages 360-362 Front Matter....Pages 363-363 Global Brand Purchase Intentions and the South African Consumer....Pages 364-373 Bringing the Nation to the Nation Branding Debate: Evidence From Ukraine....Pages 374-377 Front Matter....Pages 378-378 Leveraging Brand Communities in Service Innovation....Pages 379-379 Complexity Sciences in Service Research – Challenges and Opportunities....Pages 380-380 Consumer Adoption of Cloud Computing Service: An Exploratory Study....Pages 381-384 A Conceptual Contribution to Research on Stimulating Service Innovation – The Interrelation of Service Innovation and Customer Complaint Management....Pages 385-385 Front Matter....Pages 386-386 A Tale of two Tongues: Does Language Moderate Sparkling Wine Prefernces in Belgium....Pages 387-390 Exploring Entrepreneurial Marketing Efforts of New Mexico Winemakers....Pages 391-391 Back Matter....Pages 392-394