2018 AMA Winter Academic Conference
2018 AMA Winter Academic Conference Integrating Paradigms in a World Where Marketing Is Everywhere February 23-25, 2018 | New Orleans, LA PROCEEDINGS Volume 29 Editors: Jacob Goldenberg, IDC Herzliya Juliano Laran, University of Miami Andrew Stephen, Oxford University 2018 Winter AMA Conference Integrating Paradigms in a World Where Marketing Is Everywhere Co-Chairs Andrew Stephen, University of Oxford Juliano Laran, University of Miami Jacob Goldenberg, IDC Herzliya Associate Editors Michelle Andrews, Emory University Son Lam, University of Georgia Yakov Bart, Northeastern University Anja Lambrecht, London Business School Dipayan Biswas, University of South Florida Alan Malter, University of Illinois at Chicago Abhishek Borah, University of Washington Brent McFerran, SimonFraser University Michael Braun, Southern Methodist University Linda Nasr, Texas State University Gordon Burtch, University of Minnesota Gal Ostreicher-Singer, Tel Aviv University Zoey Chen, University of Miami Eric Schwartz, University of Michigan Cammy Crolic, University of Oxford Aner Sela, University of Florida Marcus Cunha, University of Georgia Julio Sevilla, Universityof Georgia Isaac Dinner, University of North Carolina Ashish Sood, University of California Riverside Kristina Durante, Rutgers University Felipe Thomaz, University of South Carolina Beth Fossen, Indiana University Michel van der Borgh, Eindhoven University of Rhonda Hadi, University of Oxford Technology Sertan Kabadayi, Fordham University Caroline Weirtz, Cass Business School Vamsi Kanuri, University of Miami Keith Wilcox, ColumbiaBusiness School Laura Kornish, University of Colorado Boulder Peter Zubcsek, Tel Aviv University Volume 29 130 East Randolph Street, 22nd Floor • Chicago, Illinois 60601 Copyright © 2018, American Marketing Association Printed in the United States of America Production Editor: Monica Gerhardt Typesetter: Sarah Burkhart ISBN 978-0-87757-367-8 All rights reserved.
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