2008 AMA Winter Educators’ Conference Marketing Theory and Applications Editors Tom Brown, Oklahoma State University Zeynep Gurhan-Canli, Koç University Track Chairs Sankar Sen, Baruch College, CUNY Thomas Kramer, Baruch College, CUNY Tom Brown, Oklahoma State University Cees B.M. van Riel, Erasmus University Guido Berens, Erasmus University Jagdip Singh, Case Western Reserve University Ravi Sohi, University of Nebraska Aysegul Ozsomer, Koç University Ahmet Kirca, Michigan State University Vikas Mittal, University of Pittsburgh Michael Walsh, West Virginia University Rajesh Chandy, University of Minnesota Jaideep Prabhu, Imperial College of London Aric Rindfleisch, University of Wisconsin – Madison Kersi Antia, University of Wisconsin – Madison Joshua Wiener, Oklahoma State University Debra Scammon, University of Utah Deirdre Guion, St. Joseph’s University Michael Kamins, University of Southern California Volume 19 311 S. Wacker Dr. • Chicago, IL 60606 Copyright © 2008, American Marketing Association Printed in the United States of America Publications Director: Francesca V. Cooley Project Coordinator: Daphanee Lewis Cover Design: Jeanne Nemcek Typesetter: Marie Steinhoff, Southeast Missouri State University ISSN: 1054-0806 ISBN: 0-87757-329-8 All rights reserved. No part of the material protected by this copyright notice may be reproduced or utilized in any form or by any means, including photocopying and recording, or by any information storage or retrieval system, without the written permission of the American Marketing Association. TABLE OF CONTENTS TABLE OF CONTENTS iii PREFACE AND ACKNOWLEDGMENTS xiii BEST PAPERS AWARDS xiv LIST OF REVIEWERS xv CONSUMER PSYCHOLOGY AND BEHAVIOR The Use of Visual Metaphors in Ads: Incongruity, the Aha Effect and Affect Praggyan Mohanty 1 Measures of Emotional Response to Television Advertising Anca Cristina Micu 10 The Effects of Syntactic Structure Variation on Consumers’ Memory for Print Advertisements Hieu P. Nguyen, James M. Munch 12 SERVICES MARKETING AND MANAGEMENT Changes Strategies and Ambiguous Roles: Managing Frontline Performance and Psychological Well-Being in Fast Moving Service Organizations Jun Ye, Detelina Marinova, Jagdip Singh 14 Evaluating the Employee’s Perspective of Customer Delight Donald C. Barnes 16 The Influence of Service Climate and Personality on Nurse Customer Orientation Makoto Matsuo 18 BRANDING AND MARKETING COMMUNICATIONS Can Companies Profit from Building a Virtual Brand Community? David M. Woisetschläger, Vivian Hartleb 26 Does Marketing Communication Suffer When Service Customers Cry Foul? Gavin L. Fox, J. Joseph Cronin 28 Hierarchy (or Anarchy) of Effects? Exploring Banner Advertising Effects and Attention Kendall Goodrich 30 The Effect of Sponsorship on Brand Image: A Longitudinal Analysis in the Airline Industry Manuel Michaelis, David M. Woisetschläger 32 GLOBAL MARKETING Cross-Cultural Differences in the Development of Trust in Relational Service Exchange: An Empirical Analysis in the Banking Context in China and Germany Jan H. Schumann, Florian V. Wangenheim, Zhilin Yang 34 iii Consumer Responses to Service Failures: A Cross-Cultural Comparison Across Two Service Sectors Venkatapparao Mummalaneni 36 Offshoring Customer Service: Communicating Across the Cultural Divide Anne Stringfellow 38 BRANDING AND MARKETING COMMUNICATIONS Brand Efficiency and Brand Relevance: Introducing and Linking Both Concepts Maik Hammerschmidt, Tobias Donnevert, Hans H. Bauer 48 When Companies Go Too Far . and Get it Right: Exploring Low-Fit Brand Extension Success Jill Sadler, Matthew Thomson 58 Completeness as a Product Positioning Strategy Timucin Ozcan, Daniel Sheinin 60 The Importance of the Retail Marketing Instruments and of Their Perceived Conceptual Coherence in Building a Strong Retail Brand Bernhard Swoboda, Thomas Foscht, Hanna Schramm-Klein 62 CONSUMER PSYCHOLOGY AND BEHAVIOR Nature of Currency: Effects on Decision Making Ashwani Mongo, Ritesh Saini 64 The Role of Reciprocity, Sympathy, and Generosity in Predicting Tipping Behavior Gary Daniel Futrell 75 To Have or to Hold: The Influence of Payment Method on Consumer Satisfaction Michael T. Krush, Aubrey R. Fowler III 77 SALES AND RELATIONSHIP MARKETING Mediated Effects of Self-Monitoring on Personal Selling: A Meta-Analysis George R. Franke, Jeong-Eun Park 79 The Motivation-Spillover-Principle: How Leaders Motivate Salespeople to Adopt Sales Technology Florian Kraus, Tino Kessler-Thönes, Jan Wieseke 80 Top Management Involvement with Key Accounts: The Concept, its Dimensions, and Strategic Outcomes Rodrigo Guesalaga 82 MARKETING MANAGEMENT, STRATEGY, AND CHANNELS Exploitation, Exploration, and Ambidexterity from a Marketing Perspective: The Impact of Business Strategies Silke Mühlmeier, Felicitas M. Morhart, Torsten Tomczak 84 The Role of Strategic Flexibility on Knowledge Exploitation and Exploration Kevin Zhou, Fang Wu 86 iv Beyond the Dyad: Initiating Interaction with Non-Adjacent Supply-Chain Partners Niklas Myhr, Chapman University, Orange 87 New Product Pre-Announcements: Incumbent Responses to Competitive Signals Mayoor Mohan, Kevin E. Voss 89 BRANDING AND MARKETING COMMUNICATIONS Influence of Individual’s Personality Dimensions, Exposure to Advertising and Personal Relevance on Perception of Brand Personality Srividya Raghavan, M.S. Balaji 91 Enhancement of Brand Personality: The Use of Different Information Sources for Different Dimensions Natalia Maehle, Cele Otnes, Magne Supphellen 100 Promotion Matching: The Role of Promotion Type, Self-Construal, and Brand Connection on Purchase Intentions Karen Page Winterich, Vikas Mittal, Vanitha Swaminathan 102 SALES AND RELATIONSHIP MARKETING Building Customer’s Trust in the Supplier Firm: The Impact and Limits of Salesperson’s Continuity Rodrigo Guesalaga 104 Customer-Centric Culture in Sales Organizations: On its Measurement and Impact on Salesperson Performance Nikolaos G. Panagopoulos 106 Flattery’s Curse: How Customer-Oriented Selling Affects Short-Term Customer Satisfaction and Decision to Buy Alexander Haas, Peter Kenning 108 BRANDING AND MARKETING COMMUNICATIONS A Comparison of Television Celebrity Use in the United States and Lebanon Morris Kalliny, Abdul-Rahman Beydoun, Anshu Saran, Lance Gentry 109 Celebrity Endorsement, Brand Equity, and Brand Credibility Amanda Spry, Ravi Pappu, T. Bettina Cornwell 110 Communicating Corporate Brands Through Narratives: The Moderating Effect of Persuasion Motives Daniel Wentzel, Torsten Tomczak, Andreas Herrmann 112 The Neglected Power of Mood: How it Moderates Brand Placement’s Effectiveness Hans H. Bauer, Melchior D. Bryant, Marcus M. Neumann 114 CONSUMER PSYCHOLOGY AND BEHAVIOR Flow Experience: New Approaches for Conceptualization and Modeling of a Multifaceted Construct Jan Drengner, Pia Furchheim, Manuela Sachse 116 Exploring Perceptions of Consumer Experience Online Neil Frederick Hair, Deborah Colton 118 v Consumer Control and the Psychology of DVR Use Matthew S. Eastin, Terry Daugherty, Galit Marmor-Lavie, Sonny Rosenthal 119 Measuring Consumer Rituals: A Marketing Application Larry Neale, Richard Mizerski, Alvin Y.C. Lee 121 GLOBAL MARKETING STRATEGY Sources of Global E-Tail Advantage: Relationships among Orientations, Resources, and Performance Deborah Colton, Martin S. Roth, William O. Bearden 122 Understanding the Drivers of the Subsidiary Innovative Capacity in Host-Markets Esra F. Gencturk, Destan Kandemir 124 Toward an Enriched Organizational Ecology Framework of Foreign Market Entry: The Explanation for Retailers’ International Expansion Chuanyi Tang, Eric J. Arnould 137 Reciprocal Effects of Commitment in Exporter-Importer Relationships Farid Ahmed 139 MARKETING RESEARCH, TECHNONOGY, AND INNOVATION Innovate, Don’t Alienate: How Componential Factors and Constraint Enhance Creativity in New Product Ideation Tanawat Hirunyawipada 141 In Control or Out of Control? Active Managerial Involvement and its Impact on Escalation of Commitment William Boulding, Abhijit Guha, Richard Staelin 142 The Effect of New Product Portfolio Management on Firm Performance: The Moderating Role of Managers’ Ambiguity Intolerance and Cognitive Style Serdar S. Durmusoglu, Regina C. McNally 144 MARKETING MANAGEMENT, STRATEGY, AND CHANNELS A Conceptual Framework of Technology Orientation: A Resource-Based Perspective Olivia F. Lee, Matthew L. Meuter 146 The Effects of Strategic Orientation in Emerging Economies: A Dynamic Capability Perspective Caroline Bingxin Li, Kevin Zheng Zhou 148 What Happens When Firms Combine Customer and Competitor Orientations While Pursuing Learning or Performance Goals Related to Competitors? Xueming Luo, Mark Peterson, James M. Munch 149 Opening the Black Box of Competitive Intelligence: Uncovering Antecedent Factors and a Performance Enhancer Adam Rapp, Raj Agnihotri, Kevin Trainor, Michael Ahearne 151 CONSUMER PSYCHOLOGY AND BEHAVIOR Cheers! A Means-End Chain Analysis of College Students’ Bar-Choice Motivations Robert E. McDonald, Tillmann Wagner, Michael S. Minor 153 vi Psychological, Product-Related and Situational Influences in Purchasing Intimate Apparel Yelena Tsarenko, Felix Mavondo 154 The Effects of Consumer Animosity and Consumption Situation on the Purchase Decision of Nationally Iconic Products: A Means-End Chain Model Joseph P. Little 161 The Sport Spectator Involvement Model: A Conceptual Framework and First Empirical Results for Understanding the Team Involvement of German Sport Spectators Klaus-Peter Wiedmann, Nadine Hennigs, Frank Bachmann 163 BRANDING AND MARKETING COMMUNICATIONS