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Values and Vision: Marketing in Times of Change Values and Vision: Marketing in Times of Change Editors Donald P. Roy, Middle Tennessee State University Carrie Trimble, Millikin University Stacey Hills, Utah State University 2012 Annual Conference Proceedings Published by About the MMA The Marketing Management Association (MMA) is an international association dedicated to developing more effective marketing educators and scholars. Founded in 1977 as an educator group affiliated with the MBAA, the association has grown to include 400 academic members from across the nation and around the world. MMA provides programming and opportunities for career success in marketing higher education. Our mission is to provide educators a facilitative, supportive and stimulating environment that enhances scholarship, teaching and the practice of marketing through acquisition and dissemination of ideas and knowledge. MMA meets twice each year, including a spring conference in downtown Chicago to discuss ground-breaking scholarly research and a fall conference to share knowledge in teaching effectiveness and ideas for professional development. The fall conference rotates between several cities. The MMA publishes two refereed publications, the Marketing Management Journal and the Journal for Advancement of Marketing Education. Current information about the organization can be found at its website: www.mmaglobal.org. Marketing Management Association 2012 Proceedings ii ACKNOWLEGEMENTS MARKETING MANAGEMENT ASSOCIATION 2011-2012 OFFICERS Mandeep Singh, Western Illinois University, President (2011-2012) Stacey Hills, Utah State University, President-Elect, 2012 Spring Program Chair Raj Devasagayam, Siena University, Vice President of Publications Carrie Trimble, Millikin University, Vice President of Marketing Susan Geringer, California State University-Fresno, Treasurer Larry Ruddell, Belhaven University, Webmaster Rama Yelkur, University of Wisconsin-Eau Claire, Past President (2010-2011) Michelle Kunz, Morehead State University, Executive Director BOARD OF DIRECTORS Russell Casey, Penn State Worthington Scranton (2012) Tim Graeff, Middle Tennessee State University (2012) Stacey Hills, Utah State University (2012) John Newbold, Sam Houston State University (2012) Mandeep Singh, Western Illinois University (2012) Carrie Trimble, Drury University (2012) Brian Vander Schee, Aurora University (2012) Tim Aurand, Northern Illinois University (2013) John Cherry, Southeast Missouri State University, (2013) Paulette Edmunds, Elizabeth City State University (2013) Kimberly Folkers, Wartburg College (2013) Roscoe Hightower, Florida A&M University, (2013) Pamela Kennett-Hensel, University of New Orleans (2013) Lori Lohman, Augsburg College (2013) Theresa Clarke, James Madison University (2014) Michael J. Messina, Gannon University (2014) Judy Wiles, Southeast Missouri State University (2014) Rama Yelkur, University of Wisconsin-Eau Claire (2014) Marketing Management Association 2012 Proceedings iii ACKNOWLEGEMENTS MARKETING MANAGEMENT ASSOCIATION PUBLICATIONS COUNCIL Raj Devasagayam, Siena College, Chair (2012) Tim Graeff, Middle Tennessee State University 2012) Tim Aurand, Northern Illinois University (2013) Carrie Trimble, Millikin University (2012) Brian Vander Schee, Aurora University (2013) Dawn Edmiston, St. Vincent College (2014) Debbie DeLong, Chatham University (2014) Don Roy, Middle Tennessee State University, Editor, Marketing Management Journal (Ex-officio) Michael Messina, Associate Editor, Marketing Management Journal (Ex-officio) Matt Elbeck, Troy University, Editor, Journal for Advancement of Marketing Education (Ex-officio) Deborah Owens, University of Akron, Co-Editor, Marketing Insights (Ex-officio) Larry Ruddell, Belhaven University, Webmaster (Ex-officio) Michelle Kunz, Morehead State University, Executive Director (Ex-officio) Marketing Management Association 2012 Proceedings iv FELLOWS OF THE MARKETING MANAGEMENT ASSOCIATION In 1995, the Board of Directors initiated action to honor Marketing Management Association members who have served the Association and the profession particularly well with the designation “Fellow of the Marketing Management Association.” Fellows of the Association are also designated as life members. We continue to honor those who have served, as each richly deserves the gratitude and approbation the title of Fellow is intended to convey. 2012 Fellow John Cherry Southeast Missouri State University 2011 Fellow 2004 Fellow Joyce Grahn Susan Petroshius Gene Wunder University of Minnesota, Bowling Green State Washburn University Duluth University 2003 Fellow 1998 Fellows 2010 Fellow Ron Taylor Bert Kellerman Fred Hoyt Mississippi State University Southeast Missouri State Illinois Wesleyan University University 2002 Fellow 2009 Fellow Jim Grimm Paul Thistlethwaite Judy Wiles Illinois State University Western Illinois University Southeast Missouri State University 2001 Fellows 1997 Fellow Charles Pettijohn Lyn Abercrombie 2008 Fellow Missouri State University University of Memphis Eleanor Maliche West Virginia State University John Summey 1996 Fellow Southern Illinois University Bud Spaulding 2007 Fellow Carbondale Ballarmine University Brian Engelland Mississippi State University 2000 Fellow 1995 Fellows Michael d’Amico Paul Arney (deceased) 2006 Fellow University of Akron Bradley University Robert C. Erffmeyer University of Wisconsin- 1999 Fellows John Berens (deceased) Eau Claire Carol Anderson Indiana State University Rollins College 2005 Fellow Don Mulvihill (deceased) Julie Toner Peter Gordon Kent State University Bellarmine University Southeast Missouri State University Don Shawver (deceased) University of Missouri Marketing Management Association 2012 Proceedings v MMA MASTER TEACHER COMPETITION The Marketing Management Association gratefully acknowledges Hormel Foods Corporation for its sponsorship of the MMA Master Teacher Award and co-sponsorship of the MMA Awards Lunch. Please encourage your business students to explore career opportunities with Hormel when they visit your campus. 2012 MMA Master Teacher Finalists Michael Garver, Central Michigan University Angela Paladino, University of Melbourne Marla Stafford, University of Memphis Marketing Management Association 2012 Proceedings vi CONFERENCE TRACK CHAIRS MARKETING MANAGEMENT ASSOCIATION SPRING 2012 CONFERENCE Beverlee Anderson, California State University San Marcos, Marketing Research Cheryl Buff, Siena College, Entrepreneurship John Cherry, Southeast Missouri University, Services Marketing & Retailing Susan Geringer, California State University, Fresno, Marketing Education Tim Graeff, Middle Tennessee State University, Master Teaching Competition Roscoe Hightower, Florida A&M University, Sports & Events Marketing Ghokhan Karaatli, Indiana University-Purdue University Fort Wayne, Technology in Marketing Lori Lohman, Augsburg University, Marketing Strategy: Product & Pricing Issues Bob McDonald, Texas Tech University, Sales/Sales Management Michael Messina, Gannon University, Social Media Marketing Deborah Owens, University of Akron, Consumer Behavior Ursula Sullivan, Northern Illinois University, Supply Chain/Logistics & B2B Marketing Zinaida Taran, Pennsylvania State University Harrisburg, Ethics & Corporate Social Responsibility Carrie Trimble, Millikin University, Global Marketing Brian Vander Schee, Aurora University, Integrated Marketing Communications Marketing Management Association 2012 Proceedings vii TABLE OF CONTENTS Links among Organizational and Personal Resources and Work Outcomes: An Extension to the Health Care Sector Ugur Yavas, Osman M. Karatepe, Emin Babakus .................................................................................... 1 Negative Online Consumer Review and Online Shopping Behavior: The Moderating Effects of Discount Size and Product Type Chinintorn Nakhata, Hsiao-Ching Kuo ..................................................................................................... 3 Getting Even, Getting More, or GETTING Away after a Service Failure? Carol Azab .................................................................................................................................................. 4 The Effects of Generational Cohort Membership on Expectations and Level of Importance of Service Quality Dimensions in Protestant Churches: The Use of SERVQUAL in a Not-For-Profit Organization Roy Philip .................................................................................................................................................... 13 Forgetting Brand Placements – Results from a Panel Analysis Raghu Kurthakoti, Siva K. Balasubramanian, Suzanne A. Nasco ........................................................... 19 Impact of Congruence of Celebrity Endorser Personality and Brand Personality on Consumers’ Attitudes and Intentions Aditya Shankar Mishra, Ainsworth Anthony Bailey ................................................................................ 20 The Marketing of Indigenous Cultural Tourism Sites: Performance, Expectations and Satisfaction Shameem Ali, Henry W. L. Ho................................................................................................................... 27 Going to France? Beware of the Paris Syndrome Eliane Karsaklian ....................................................................................................................................... 33 The Impact of Country of Origin (COO) and Consumer Ethnocentrism on Salient Product Construct Evaluations Identified by the Kelly Repertory Grid
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