Academy of Marketing Studies Journal

Volume 19, Number 3 PrintISSN: 1095-6298 Online ISSN: 1528-2678 ACADEMY OF MARKETING STUDIES JOURNAL Editor Connie R. Bateman University of North Dakota The Academy of Marketing Studies Journal is owned and published by Jordan Whitney Enterprises, Inc. Editorial content is under the control of the Allied Academies, Inc., a non-profit association of scholars, whose purpose is to support and encourage research and the sharing and exchange of ideas and insights throughout the world. Page ii Authors execute a publication permission agreement and assume all liabilities. Neither Jordan Whitney Enterprises, Inc. nor Allied Academies is responsible for the content of the individual manuscripts. Any omissions or errors are the sole responsibility of the authors. The Editorial Board is responsible for the selection of manuscripts for publication from among those submitted for consideration. The Publishers accept final manuscripts in digital form and make adjustments solely for the purposes of pagination and organization. The Academy of Marketing Studies Journal is owned and published by Jordan Whitney Enterprises, Inc., PO Box 1032, Weaverville, NC 28787 USA. Those interested in communicating with the Journal, should contact the Executive Director of the Allied Academies at [email protected]. Copyright 2015 by Jordan Whitney Enterprises, Inc., USA International Academy of Marketing Studies Journal, Volume 19, Number 3, 2015 Page iii EDITORIAL BOARD MEMBERS Kathryn Woods, Rujirutana Mandhachitara, Austin Peay State University Pennsylvania State University William C. Martin, Ruiliang Yan, Eastern Washington University Texas A&M University Martin Bressler, Martin S. Meyers, Southeastern Oklahoma State University University of Wisconsin at Stevens Point Kelly Bruning, David Price, Walden University Washburn University Gary J. Brunswick, Laetitia Radder, Northern Michigan University Nelson Mandela Metropolitan University Peggy Choong, Jeffrey W. Totten, Niagara University, NY McNeese State University Cynthia Hanson, Scott Rader, High Point University Western Carolina University Lucy L. Henke, Peter J. Gordon, University of Louisiana-Lafayette Southeast Missouri State University Lewis Hershey, M. Wayne Alexander, Fayetteville State University Minnesota State University Moorhead Marlene C. Kahla, M.J. Alhabeeb, Stephen F. Austin State University University of Massachusetts Ashley Kilburn, Ismet Anitsal, University of Tennessee Martin Tennessee Tech University Val Larsen, Mary K. Askim-Lovseth, James Madison University University of North Dakota Jacqueline Williams, Ibrahim Alnawas, North Carolina Al-Petra University Jordan Timothy W. Aurand, Stephen C. Betts, Northern Illinois University William Paterson University, NJ Brent L. Baker, Susan Geringer, University of North Dakota California State University International Academy of Marketing Studies Journal, Volume 19, Number 3, 2015 Page iv TABLE OF CONTENTS EDITORIAL BOARD MEMBERS THE EFFECT OF LUXURY PRODUCT PRICING ON CONSUMERS’ PERCEPTIONS ABOUT CSR ACTIVITIES...………………………………………………………………..…..1 Sungsook Ahn, Seoul National University NEW EVIDENCE ON COGNITIVE AND BEHAVIORAL CONSUMER CONFUSION WHEN CHOOSING ME-TOO SNACK PACKAGES……………….…………………………15 Ana M Arboleda, Universidad Icesi Julio C Alonso, Universidad Icesi KNOW ME, LIKE ME, FOLLOW ME, ENGAGE ME, BUY ME: THE GROWING MARKETPLACE FOR NEW BUSINESS VENTURES IN THAILAND…………………..…33 Pajaree Ackaradejruangsri, Asian Institute of Management A MULTI-OBJECTIVE OPTIMIZATION APPROACH USING THE RFM MODEL IN DIRECT MARKETING……………………………………………………………….………49 Arben Asllani, University of Tennessee Diane Halstead, University of Tennessee BRAND PLACEMENT IN NOVELS AND COMPETITOR RECALL: THE ROBUSTNESS OF THE PART-LIST CUEING EFFECT………………………………………….……………63 Ian Brennan, Colorado State University. A MARKET ANALYSIS FRAMEWORK FOR BUSINESS DOCTORAL EDUCATION OPPORTUNITIES………………………………………………………………..……………73 Mary F. Calegari, San Jose State University Robert E. Sibley, San Jose State University Marlene E. Turner, San Jose State University SEGMENTING LOCAL FINANCIAL SERVICE MARKETS: BALANCING AN INDEPENDENT IMAGE WITH THE NEED FOR MORE BUSINESS……………………….91 Ronald L. Coulter, Missouri State University R. Stephen Parker, Missouri State University Christina S. Simmers, Missouri State University Christopher A. Ellis, Missouri State University THE IMPACT OF GENDER ON ELECTRONIC WORD-OF-MOUTH COMMUNICATION…………………………………………………………………………...107 Kristen M. Maceli, Pittsburg State University Daniel W. Baack, University of Denver Mary Kay Wachter, Pittsburg State University International Academy of Marketing Studies Journal, Volume 19, Number 3, 2015 Page v THE EFFECT OF COSMOPOLITANISM ON MULTI-ETHNIC U.S. MARKETS UNDER VARYING CONDITIONS OF DIVERSITY IN ADVERTISING……………………………119 Delonia O. Cooley, Texas Southern University Jeff Brice, Texas Southern University Enrique P. Becerra, Texas State University Sindy Chapa, Florida State University IDENTIFYING ON-LINE SHOPPING EXPERIENCES FROM THE PERSPECTIVE OF SHOPPING MOTIVES………………………………………………………………………..139 Sangyeon Song, Dongduk Womens University CONSUMER ETHNOCENTRISM AND TENDENCIES TO PROTECT WISCONSIN-MADE CHEESE PRODUCTS…………………………………………………………………………149 Mary J. Weber, University of Phoenix John T. Lambert, University of Southern Mississippi Kelley A. Conrad, University of Phoenix Sherry S. Jennings, University of Phoenix THE EFFECT OF MARKET ORIENTATION ON NEW PRODUCT PERFORMANCE: THE ROLE OF STRATEGIC CAPABILITIES……………………………………………………169 Türkan Dursun, West Texas A&M University Ceyhan Kilic, IMC THE MODERATING ROLES OF COMPANY STRUCTURE AND EXTERNAL ENVIRONMENT ON MARKET ORIENTATION AND BUSINESS STRATEGY TYPES.189 Omer Gokus, Norfolk State University INDEPENDENT SALES REPRESENTATIVES: THE INFLUENCE OF INFORMATION QUALITY ON MANUFACTURER TRUST…………………………………………………209 Michael W. Pass, Sam Houston State University GENDER AND PUBLICATION ACTIVITY IN TOP MARKETING JOURNALS…………217 Vivek H. Patil, Gonzaga University APPLICATION OF SOCIAL MEDIA TYPES IN THE SALES PROCESS………………….241 Barbara A. Schuldt, Southeastern Louisiana University Jeff W. Totten, McNeese State University THE ROLE OF MUSIC IN MOTION PICTURE ADVERTISING AND THEATRICAL TRAILERS: ALTERING MUSIC TO MODIFY EMOTIONAL RESPONSE AND GENRE EXPECTATIONS……………………………………………………………………………..255 Alexis A. Strobin, University of North Carolina Wilmington James B. Hunt, University of North Carolina Wilmington Fredrika J. Spencer, University of North Carolina Wilmington Tammy G. Hunt, University of North Carolina Wilmington International Academy of Marketing Studies Journal, Volume 19, Number 3, 2015 Page vi THE IMPACT OF GENDER ON ELECTRONIC WORD-OF-MOUTH COMMUNICATION…………………………………………………………………………..272 Kristen M. Maceli, Pittsburg State University Daniel W. Baack, University of Denver Mary Kay Wachter, Pittsburg State University International Academy of Marketing Studies Journal, Volume 19, Number 3, 2015 Page 1 THE EFFECT OF LUXURY PRODUCT PRICING ON CONSUMERS’ PERCEPTIONS ABOUT CSR ACTIVITIES Sungsook Ahn, Seoul National University ABSTRACT Companies’ CSR (corporate social responsibility) efforts are often met with consumers’ skepticism. Consumers question firms’ true motivation behind CSR activities and, in general, do not perceive them to be authentic. In this research, I propose that companies can influence the perceived sacrifice of CSR motivation through pricing of products sold for a good cause with companies’ intent to be socially responsible (“CSR products”). In three experiments, I found that pricing of CSR products influenced the perceived sacrifice of CSR motivation. Specifically, when a luxury brand’s CSR product was priced at a lower level than (vs. at the same level as) other comparable luxury products, consumers with relatively low interest in luxury brands perceived sacrifice of the CSR initiative to be higher than consumers with relatively high interest in luxury brands. Consumers’ perceptions that brands set high prices to maintain premium image moderated this effect. Moreover, the positive effect of setting a low price for a CSR product spilled over to the evaluation of company and brand, but this effect was not observed with a non-luxury brand. Finally, I discuss important implications for research on CSR and for a strategy to communicate the authenticity of CSR motivation to consumers. INTRODUCTION There has been a growing consensus in both academia and industry that consistent activities based on public relations and authenticity through corporate social responsibility (CSR) are critical factors for companies’ brand reputations and their long-term growth (Edelman, 2013; Porter and Kramer, 2011). Especially in the academia, CSR has been considered an important research topic, and it has received research attention in various fields (Malik, 2015). There are two main streams of research concerning CSR: research focusing on firm characteristics and research focusing on consumer characteristics. An example of CSR research focusing on firm characteristics is Plewa and colleagues’ research (2015) that focused on nonprofit CSR. Their research found a relationship between corporate volunteering and consumer loyalty and word-of-mouth communication, which was mediated by consumers’ perception of CSR image. Another research focused on size of firms. Lakshman et al. (2014) studied the relationship between downsizing and CSR perceptions and found that when a firm’s top management was responsible for downsizing, perception of the firm’s CSR activities was negative. In

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