The capabilities and performance of ambidextrous sales organizations

Citation for published version (APA): Nijssen, E. J., Guenzi, P., & Borgh, van der, W. (2013). The capabilities and performance of ambidextrous sales organizations. In E. Karaosmanoglu, & A. Banu Elmadag Bas (Eds.), Proceedings of the 42nd annual EMAC conference: "Lost in translation, marketing in a interconnected world", June 4-7, 2013, Istanbul, Turkey (pp. 396- 396). European Marketing Academy.

Document status and date: Published: 01/01/2013

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Download date: 23. Sep. 2021

CONFERENCE SECRETARIAT

İTU MANAGEMENT ENGINEERING Email: [email protected] Phone & Fax: +90 212 291 23 91

ORGANIZATION SECRETARIAT

BROS CONGRESS Özgürce Gölbaşı [email protected] Cumhuriyet Mah. Halaskargazi Cad. Tavukçu Fethi Sok. Köşe Palas Apt. No:28/3 Osmanbey - Şişli - İstanbul Tel: +90 (212) 296 66 70 - 142 Fax: +90 (212) 296 66 71 CONFERENCE PROCEEDINGS

Editors: Assoc. Prof. Elif Karaosmanoğlu, Assoc. Prof. A. Banu Elmadağ Baş

ACKNOWLEDGEMENT OF SUPPORT

SPONSORS Table of Contents

01. Conference Overview 4 05. Awards 84 Welcome 5 EMAC Distinguished Marketing Conference Theme 8 Scholar Award 2013 85 Organizing Committee 9 EMAC McKinsey Marketing General Information 10 Dissertation Award 87 İTU Management Engineering 17 Maps 20 06. SIG, SIS and KSMS 90 Turkey & İstanbul 27 Special Interest Groups (SIG) 91 Social Events 32 Special Invited Sessions (SIS) 116 Exhibitors 33 EMAC, KSMS & GAMMA Joint Symposium 121 02. Tracks, Chairs and Reviewers 34 07. Meetings 136 Tracks, Track Chairs Meet the Editors 137 and Co-Chairs 35 Heads of Marketing 138 Reviewers 37 Forum Climber Community 139 Session Chairs 59 08. Competitive Papers 142 03. 26th EMAC Doctoral Wednesday – 5 june 143 Colloquium 68 Thursday – 6 June 257 26th EMAC Doctoral Friday – 7 June 373 Colloquium 69 09. Poster sessions 462 04. Conference Programme 76 Poster Sessions 463 Overall Programme and Special Events 77 Index of Authors 489 How to Read the Programme? 81

Academic Programme EMAC Conference nd

Overview 82 42

3 01. CONFERENCE OVERVIEW EMAC Conference nd 42

4 At the heart of İstanbul, being the oldest people living in it as of December, 2010, which is engineering school of Turkey, historical roots of 18% of Turkey’s population which makes it the 3rd İstanbul Technical University (İTU) date back largest metropolitan area in Europe after London to the Ottoman Empire, when the Royal School and Moscow. of Naval Engineering was established in 1773. İstanbul, has a number of major attractions derived As being a part of this higher education legacy, from its huge historical status as the capitals of the Management Engineering Department is happy Byzantine and Ottoman Empires. These include to welcome you in İstanbul in 2013 that marks the the Sultan Ahmed Mosque, the Hagia Sophia, the 240th anniversary of our pioneering university in Turkey. As expressed in our conference theme, we hope that İstanbul’s bridging nature of the east and the west is going to be an inspiration for realising the need for dynamic strategy development to recover any losses in translation of marketing practices into gain and retention in the context of overwhelming message and offering interflow. In every era, İstanbul has been the intersection point of Eastern and Western civilizations. This Topkapı Palace, the Basilica Cistern, the Galata is owed not only to the strategic significance of its Tower, and the Grand Bazaar. geographical position, but also to the city’s identity as a centre of experience, accumulation in culture, We believe that all these qualities of İstanbul are arts, sciences and technology. With a settlement already highly appreciated by marketing scholars history of more than thousands of years, this that we have received a total of 1076 submissions rooted city presents an absolute harmony of this year following the record breaking pattern of culture and civilization. Being the largest city of last year’s conference. It is our pleasure to be one of Turkey, İstanbul was the most crowded city of the the stimulators of such acceleration in submissions world in 1502, then London took this title in 1840. contributing to the positioning of EMAC as a EMAC Conference nd

İstanbul metropolitan province has 13.26 million premier outlet for academic research in marketing. 42

5 Out of the 1076 papers submitted 564 were IJRM, Best Paper Award for EMAC / presentation accepted into twenty one tracks, deriving an based on a dissertation and MSI Best Papers Award acceptance rate of 53% which proves the stiff in IJRM Special Issues and EMAC Distinguished competition and hence the higher standards of Marketing Scholar Award on the 7th of July at research each year EMAC attendees demonstrate. noon time. The accepted papers are organised in 161 We also will be cherishing the success of freshly competitive track sessions. In order to balance minted PhDs with the McKinsey Dissertation the programme we have allocated no more than Award and will be expressing our gratitude to 17 parallel sessions per time and avoided parallel Professor Jan-Benedict Steenkamp (the University scheduling of the same track except “consumer of North Carolina at Chapel Hill) with the EMAC behaviour” and “advertising, promotion and Distinguished Marketing Scholar Award on the communication” that received a higher number 7th of July in the evening during the gala dinner in of papers than other tracks. Seven Special Interest Hilton Convention Centre. Groups also are included in the programme Apart from 626 papers to choose from, EMAC encompassing a total of 35 papers. Additionally, delegates will have the chance to enjoy İstanbul 128 posters will be presented during the with social activities. Starting with the reception conference. on the 4th of June in the garden of the İTU Faculty The Doctoral Colloquium (DC) also has shown of Architect building which is one of the Ottoman a similar pattern to the last year. Under the three heritages, we will proceed to the Bosphorus major tracks that are Consumer Behaviour, sightseeing boat trip on the 5th of June, pub/ Marketing Mix Instruments and Strategy and the bar crawl will follow it on the 6th of June and Internet, 61 beginner and senior PhD students we will close with the gala dinner in the Hilton out of 155 submissions will present their research Convention Centre on the 7th of June. between 2nd and 4th of June, 2013. The DC is The EMAC 2013 organization committee looks chaired by Thomas Otter and involves eighteen forward to hosting you in İstanbul in June 2013! very dedicated faculty members. You could find details regarding the conference, This year we are welcoming GAMMA-Korean university and the city at the following websites: Scholars of Marketing Science and EMAC Joint http://www.emac2013.org Symposium for the second time. Twenty seven http://www.itu.edu.tr papers will be presented under the theme of http://www.isl.itu.edu.tr/eng/indexEN.html “Bridging Asia and Europe in Interconnected http://www.timeout.com/İstanbul Marketing”. Indulge yourself! While we are all attending the sessions to follow state of art studies in marketing everyday in Elif Karaosmanoğlu sessions, we will be able crown the best research 42nd EMAC Conference Chair Assoc. Prof. of Marketing

EMAC Conference with The Susan P. Douglas Award, Steenkamp nd Longterm Impact Prize, Best Paper Award of İTU Management Engineering Dept. 42

6 Acknowledgements

We would like to thank all the authors who sub- ner, the VP for Conferences Andras Bauer, and the mitted their best work to EMAC 2013. A warm VP for Publications Soenke Albers. We also would thank you goes to all the reviewers who spared like to thank Nina Payen, EMAC Executive Sum- their valuable time and put their expertise into the mary and Cristina Setyar, EMAC Administrative reviewing process. Manager for their back office support.

A special thank you is addressed to track chairs Finallly, we would like to express our gratitude to who highly committed to the coordination of re- our sponsors, Turkish Airlines, TUBITAK, Fas- view process and final programme design. dat, Şişecam, Arneca, and Coca-Cola.

An appreciation goes to the EMAC Executive Committee, particularly to its President Udo Wag- EMAC Conference nd 42

7 Conference Theme Lost in Translation Marketing in an interconnected world

The east we know is not the same east; the west ability that instead of detailed analysis, proximities we know is not the same west anymore. Econo- could be used to reach conclusion for reducing mies are interconnected and as in the butterfly ef- risk. Such contextual dynamism may lead mes- fect there is a sensitive dependence on contextual sage and offering interflow to be illusive and may factors. Companies are not monogamous, they increase the need for better marketing strategies to transact within enmeshed relationships that are recover any losses in translation of marketing prac- collaboratively built with their counterparts, sup- tices into customer gain and retention. pliers, distributors, consultants, associations, In order to eliminate the risk of mistransla- governments etc. Transition from the tion of the observed to actions, the use Real World to the virtual world fa- of marketing research to accumu- cilitates empowerment of con- late market intelligence should sumers who constantly en- revise its conventional divide gage in countless exchanges. of quantitative and qualita- In such an environment, tive approaches. Rather, organizations and individ- for building mechanisms uals are subject to a range to elicit interim feedback, of influences and open both worlds should be rec- to inter-dependencies. onciled towards breeding While those changes oc- a collaborative expertise cur, having a static, precon- as to support cumulative ceived world view would be learning. a major blunder for corpora- As the organization commit- tions when investing in global tee, we are very pleased to wel- markets. come you to leverage knowledge Interactions among and across con- on these current issues in marketing by sumers and businesses are dialogical transac- hosting the 42nd EMAC Conference in June 2013 tions inextricably bound to interconnectedness at İstanbul Technical University, Management En- between micro and macro contexts in which both gineering Department. We look forward to meet- parties exist and evolve. Through interactions, cli- ing you in İstanbul, the city that inherently bridges ents and firms move towards understanding each the East and the West. other and even learn about their own selves. How- Elif Karaosmanoğlu

EMAC Conference ever, such a learning process could be overwhelm- nd 2013 EMAC Conference Chair

42 ing due to too much information flux and avail-

8 Organizing Committee

Honorary Chair Prof Selime Sezgin

Conference Chair and Programme Chair Assoc Prof Elif Karaosmanoğlu

Conference Programme Co-chair Assoc Prof A. Banu Elmadağ Baş

Committee Members Prof Nimet Uray Prof Burç Ülengin Prof Şebnem Burnaz

İTU Faculty of Management İTU Maçka Campus Silahhane cd. No: 2 Maçka – Beşiktaş İstanbul/TURKEY EMAC Conference nd 42

9 General Information

Conference Venue one of the very popular designer-brands borough called Nisantası. Within a short walking distance İTU Faculty of Management from Beşiktaş port, there is a wide number of bus İTU Maçka Campus routes that take you to historical peninsula Sultan Suleyman Seba cd. No. 2 Ahmet Square in where all the museums, mosques 34367 Maçka – Beşiktaş and Grand Bazaar is located. Those buses also take İstanbul / TURKEY you another very close area called Taksim Square Phone: +90 212 296 40 40 Ext: 2033 which offers a wide-range of hotels, restaurants, Fax: +90 212 291 23 91 shops and artistic and cultural centers. There is Campus also a telpher that connects Maçka and Taskısla campuses and Maçka campus to Taksim Square. İTU Faculty of Management is strategically located You could see the road map to Maçka Campus at the heart of İstanbul. In its surroundings there below. is a metro station that is 15 minutes walk through EMAC Conference nd İTU Faculty of Management İTU Faculty of Architecture 42 Conference Venue Reception Venue 10 Entrance to the Conference is from the 3rd floor of the D block where D30X Venue lectures rooms are located. The conference venue has an entrance on Back Garden Süleyman Seba street. Please look for the main Access to the lunch are is provided through the gate that says İTÜ İşletme Fakültesi on the gate back garden. It is a glass building called Atrium. arch. When you go through the gate, you need When you take the stairs in the back garden it to follow the patio on the left to reach to the back leads you to the lunch area. garden where you can find the entrance to the venue. The registration desk is going to be right at Registration Desk the entrance. The EMAC Conference Secretariat and Official Language: Registration Desk is located in the main entrance that faces the back garden between 5-7th of The official language of the conference is English. June, 2013. On the 4th of June, there will a No simultaneous translation will be provided. regitration desk in the Taşkışla building (Faculty of Architecture) opposite Hyatt Regency Hotel Conference Venue Facilities where the Welcome Reception will take place. Halls Registration Desk openning hours The Poster Exhibition will take place in the Exhibition Hall located on the 2nd floor above the EMAC Doctoral Colloquium (Faculty of registration area. Its entrance has glass doors. Management, Conference Venue) Lecture / Seminar and Meeting Rooms Sunday, 2 June 13:30-19:00 The scientific programme sessions as well as Monday, 3 June 08:00-18:00 meetings and seminars will take place in the meeting rooms and auditorias located on floors EMAC Conference 1, 2, 3, 4 and 5. The identification number of the Tuesday, 4 June 14:00-18:00 rooms (Faculty of Architecture, Welcome Reception Venue) indicates which floor the room is located on. i.e. Wednesday, 5 June 08:00-18:00 D402 is located on the 4th floor. Please see the (Faculty of Management, Conference Venue) directional signage for the meeting rooms placed in strategic points on each floor. Thursday, 6 June 08:00-18:00 (Faculty of Management, Conference Venue) Computer Rooms Friday, 7 June 08:00-18:00 The computer rooms are located on the entrance (Faculty of Management, Conference Venue) 1st floor of the historical building. It is the F block. EMAC Conference The rooms are F131 and F132. Access to this floor nd 42

11 Name Badge Exhibition area located on the 2nd floor. Entrance to the Poster Exhibition area is made via glass All participants should wear their name badge doors at the floor of the lecture rooms that have visible at all times in order to guarantee access to D20X signs. the scientific programme sessions, lunch area and to the social events. Exhibition Conference Certificate The exhibition area is located in the foyer of the main entrance close to the Conference Secretariat You are welcome to print your personalized & Registration Desk. The exhibition will be open certificate of attendance at the Conference from 14:00-19:00 on Tuesday 4 June and from Secretariat. Please note that requests for 09:00 to 18:00 during the full Conference days certificates of attendance after the conference will (4-7 May). only be considered until end July 2012. The Welcome Reception Conference Assistants The Welcome Reception will take place in the In addition to the staff at the Conference Faculty of Architecture NOT in the conference Information Desk, a number of conference venue building. It is the historical building that participants available all over the conference area is opposite Hyatt Regency hotel. Access to the are ready to help participants. They are wearing Faculty of Architecture is by the cable car or on special T-shirts for easy recognition. foot from the Democracy Park that the conference venue overlooks and also from Taksim Square Audiovisual Equipment (takes 10 minutes on foot). All meeting rooms and auditoria are equipped with standard AV – equipment including PC, projector Lunch & Coffee Breaks and screen. Conference assistants/volunteers will Lunches will be served in the Atrium building that assist speakers with uploading of presentations. is adjacent to the conference venue at the back. Please note that support for MAC computers will Coffee Breaks will be served in the back garden, in not be available. the registration area and the 2nd floor.

Conference Proceedings Internet Access Participants will receive the collection of the Conference Proceedings on a USB stick. Internet Rooms Participants will have opportunity to access

EMAC Conference Poster Sessions internet and e-mails free of charge in the Internet nd

42 All poster sessions will take place in the Poster Rooms located in the 1st floor of the historical

12 building F block. Access to this floor is from the Accessibility for Wheelchairs 3rd floor of the D block where D30X lectures rooms are located. (rooms: F131 and F132). Elevator is available. Personal assistance is provided too. Wi-Fi ATM/Cash Machines Participants carrying their own laptops will also have access to wi-fi free of charge. İTU Faculty of There are branches of major banks on the hill to Management network is ITU_misafir that should the conference venue (Süleyman Seba Street). You be automatically detected as default network can have access to the ATM/Cash Machines there. once your computer is connected to the wireless function. Cloakroom İTU Faculty of Management Library Coats and smaller pieces of luggage may be left in the cloakroom, located in the ground floor below Location: 1st floor of the historical building the Conference Secretariat & Registration desk. (access from the 3rd floor of the D block). Please note that the organizers do not accept any Opening hours on weekdays: 09:30 - 17:30. liability for any loss or damage to property. The library is specialized in Social, Management First Aid/ Paramedics and Technological Sciences. The collection include about 60.000 books and 18.000 journals There is Macka Health Care Services in the next (hard copies and on-line) with free access. historical building to the conference venue. The building is called the School of Languages. The entrance to this building is from the entrance that is accessed from the Nişantaşı street.

Accommodation & Tourist Disclamer Information Desk The Local Organising Committee, the Confer- The accommodation and tour information desk is ence Organisation and the Conference Venue located by the Registration Desk. (Faculty of Management) accept no liability for personal injuries or loss, of any nature what- Language in the country soever, or for loss or damage to property either during or as a result of the conference. Partici- The official language is Turkish. English is widely pants and accompanying persons attending the spoken in major cities and especially in İstanbul. conference and all related events do so at their EMAC Conference

own risk and responsibility. nd 42

13 Currency Electricity TL (Turkish Lira) 1 Euro approximately equals to 220V. European standard round two-pin sockets. 2,35 Turkish Liras. Health Services & Requirements Sales Tax Cities and major touristic towns have a selection Sales tax (VAT) is included in prices quoted. For of private inter­national and public hospitals with non E.U. residents, tax free shopping schemes are good standards. With the exception of vaccination available in many shops, which give substantial certificates for persons coming from areas where savings to visitors. yellow fever is endemic, at the present there are no special health requirements. Shopping Smoking Fine leather goods, golden and silver jewellery and textiles are considered excellent buys in İstanbul. The Turkish law, in accordance with the Regulations in force in the majority of European The pedestrian streets of the city centre, “Taksim Countries and the USA, does not allow smoking Square”, Nişantaşı (just 5 minutes walking in any public transportation or in any closed distance from the İTU Faculty of Management) public areas. and “Grand Bazaar” in the old town Shops are open from 9:00 to 20:00 Monday to Sunday except Grand Bazaar (closed on Sundays). Food Major shopping malls stay open from 10:00 to As with many Mediterranean nations Turkish 22:00, including weekends. Some of the famous food is very healthy, fresh and enjoyable. shopping malls are Demirdöken, City’s, Kanyon, İstinye Park and Cevahir. Water Time Zone Tap water is chlorinated and, therefore, safe to drink. However, it is recommended that you GMT+2; CET +1; and EST (US -East) +7 consume bottled water, which is readily and cheaply available. Business Hours The workweek in Turkey runs from Monday to Communications Friday. Banks, government offices and majority of Turkey has three GSM operators, all of them corporate offices open at 9 AM and close at 5 PM. offering 3G services and almost 95% coverage over the country. Internet service is available all Visas around the country. EMAC Conference

nd Visas are easily obtained upon arrival at the air­port

42 and are required for citizens of most countries.

14 International Dial Code We advise you to buy an İstanbul card from the kiosks located in major bus stations in Beşiktaş +90 and Taksim Square. You could use these cards in any kind of public transportation. Climate By Dolmuş: The following bar chart for İstanbul, Turkey shows There is a special transport in İstanbul called the years average weather condition readings Dolmuş that departs only when it gets full. These covering rain, average maximum daily temperature are 7-8 seater midi taxis that take you to certain and average minimum temperature. destinations. There is one in Beşiktaş port called Average Weather Conditions Harbiye Dolmuş that takes you directly to İTU Macka Campus in 5 minutes and costs only 1 Euro per person (2.32 TL) By Cable Car: This is the only cablecar in the city. After a 5-7 min. walk from Taksim Square passing by İTU Faculty of Architecture (Reception Venue), you reach to the cablecar that takes you right in front of İTU Maçka Campus. By Taxi: Hotel Check-in/out Policy You could take a taxi from everywhere in İstanbul. You just need to point them! The hotel receptions Normail check in time at hotels is 14:00. The help you get them too. From Taksim Square, established check out time is 12:00. Should you it takes 5 min to reach İTU Macka Campus. need guraranteed ocupancy before 14:00 on the Between 8.00-9.30 and 17.00-19.00, the taxi takes day of your arrival, the previous night should be nearly half an hour. reserved. From the Airport: There are two internationa airports in İstanbul. Getting there: How to reach İTU One in the European and the other on the Faculty of Management Anatolian (Asian) side. By Bus: Only one bus from Beşiktaş 30M that departs Atatürk International Airport: from Beşiktaş port bus station and directly takes It is located in the European side of İstanbul as you to İTU Maçka Campus in five minutes. You İTU Macka Campus. It is nearly 35-40 km away could reach Beşiktaş from Taksim Square by buses from Taksim Square. 559C, 40S, 30D; Dolmuş (7-8 seater yellow midi

Havaş coach service: You could take Havaş EMAC Conference taxis that only depart after they are full) or taxi. nd

coaches from the airport to Taksim Square. It 42

15 costs only 4,32 Euros (10 TL) and off-rush hour it Havaş coach service: You could take Havaş takes 30 min to Taksim Square. Please see the link coaches from the airport to Taksim Square. It for departure schedule:(Please see http://www. costs only 7,35 Euros (17 TL) and off-rush hour it havas.net/en/shuttle-parking/İstanbul-ataturk- takes 40 minutes to Taksim Square. Please see the airport/) link for departure schedule: (Please see TAKSİM SHUTTLE SERVICE INFORMATION) By Taxi: You could get a taxi from the airport. It costs app. 21,61 Euros (apprx.50 TL) and takes Regular public bus service: Number E-3 public 20 minutes to Taksim Square and 30 minutes to buses take you to 4th Levent Metro station. From Maçka off-rush hour time. there you could take metro to Taksim Square directly and reach there only in 5 minutes. Sabiha Gökçen International By Taxi: You could get a taxi from the airport. Airport: It costs app. 21,61 Euros (50 TL) and takes 30 It is located in the Asian side of İstanbul. It is minutes to Taksim Square and Maçka off-rush nearly 50 km away from Taksim Square. hour time. EMAC Conference nd 42

16 İTU Management Engineering İTU Faculty of Management

Management Engineering (ME) department rep- by the İTU in 1996, like other departments, ME resents a relatively younger department of İTU, started to run a 30% English Credits program. This having been founded in 1977. Although being year it also has started an additional undergradu- young, its members play substantial roles in the ate program fully instructed in English. Still being management structure of the ITU. There are two the only Management Engineering department in İTU senate members within our department’s Turkey, it embodies a curriculum at undergradu- body and the head of our department Prof Ler- ate and graduate levels that blends general engi- zan Özkale is also the head of the İTU EU Center. neering foundation with management functions Moreover, she acts as Turkey’s Bologna Repre- and processes. sentative. The roots of our department are grown in the İTU’s education model based on French The Mission of İTU Management Engi- grandes écoles in its early years. In early years of neering Department İTU, the disciplines beyond engineering especial- ly economics and management found their place is to graduate individuals, in engineering curriculum. This French approach • who thoroughly comprehend the dynamic resulted as the establishment of the Management nature of social, economic, engineering and/ Engineering Department that aim to develop or management systems and are able to de- engineers who could undertake managerial and sign and implement one or more of these sys- leadership responsibilities in the rapidly develop- tems, and are able to forecast environmental ing Turkish industrial enterprises and world-wide changes and make decisions under temporal organizations. During its foundation years, it was and contextual constraints, one of the very few of its kind in the world. There • who can develop interdisciplinary solutions were three similar programs in the USA. After the EMAC Conference and/or synthesize complex and innovative nd adoption of Anglo-American education model 42

17 ideas, and truly understand the merits of life- full-time faculty is actively engaged in scholarly re- long learning and social responsibility. search and publish in high quality journals such as International Marketing Review, Journal of Busi- ness Research, European Journal of Marketing, It also defines itself as a department that stands for Journal of Business Ethics, International Review of contributing to the scientific, technological and Intellectual Property and Competition Law, The socio-economic development by producing and Icfai Journal of Financial Economics, EconoQuan- diffusing original knowledge both at the interna- tum - Economics and Business Journal, Applied tional and national levels. Economic, Feminist Economics, Computers and The Vision of Management Engineering Depart- Industrial Engineering, Expert System with Appli- ment is to be the role-model institution in the cations, International Journal of Human Resource world by graduating engineers, managers and Management, Gender, Work and Organization, economists, who are able to shape national and International Studies of Management and Organi- international future as influential leaders and to af- zation, International Journal of Production Re- fect the world by producing high-caliber scientific search, European Journal of Operational Research. knowledge. Our full-time faculty also gives consultancy and/ or sit in the boards of private, sectoral non-profit Faculty organizations and governmental institutions such In the ME department, apart from Marketing as TUSIAD Turkish Association of Business Peo- Group, there are five more divisions that are Eco- ple), Elginkan Holding, İşbank Inc., Selva Export nomics, Quantitative Methods, Management & Company, Serenpaş Inc. International Consul- Organization and Law. In those six disciplines, tancy Company, WWHR-New Ways and Platform as full-time faculty, there are 11 professors, 10 as- for Women’s Labor and Employment, Directorate sociate professors, 10 assistant professors and 6 on Women’s Status: Ministry of Women’s Affairs, instructors. There are also 10 part-time lecturers the Parliamentary Committee on Equal Opportu- who are currently working in private organizations nities: Ministry of Labor and Social Security, The as to boost the intense contact and strong inter- State Employment Agency and GfK Turkey. action with the business world. All full-time and Please visit our website to get more information: part-time faculty has PhDs as a legal requirement www.isl.itu.edu.tr of the Higher Education Council of Turkey in or- der to lecture in public universities. Our Marketing Group Majority of the core faculty has international PhD Our Marketing Group in the Management Engi- degrees of renowned US and European universi- neering Department was first established under ties or has been in those universities as visiting re- Management and Organization Division but in searchers. Nottingham Business School, Warwick 2002 joined to the Manufacturing Management Business School, Alabama University, State Uni- group. It is founded by the honorary conference versity of New York at New Paltz, HEC Paris, Co- chair Prof Selime Sezgin in 1977. Today, our mar- EMAC Conference

nd lumbia University, Portland State University, New keting team comprises 5 faculty members with

42 School University are some of them to list. The PhDs two of whom received their degrees from

18 well-known international universities. Our team Our team also puts great effort in developing members actively took place in administrative strong industry relations and regularly conducts positions within the faculty and in the univer- research projects for private sector. Pepsi’s Nation- sity offices. Until October 2012, the Vice-dean al Taste Test Project, CarefourSA In-shop Printed of the İTU Management Faculty was Assoc Prof Sales Promotional Material Test and Genpa Dis- Elif Karaosmanoğlu. She then handed it over to tribution Channel Conflicts Project are just a few another marketing faculty Assoc Prof A. Banu to list. Moreover, one of our team members, Prof Elmadağ Baş. Both of them are currently the Co- Nimet Uray, is one of the two Industry Relations coordinator for the SUNY-Business Dual Diploma representatives of the ME department. Program. The Vice-Director of the İTU Social Sci- Our team members consistently are involved in ences Institute is Prof Şebnem Burnaz. external fund raising. The projects listed below Our group’s main goal is enhancing research out- have recently been awarded with research grants put of the ME department by delivering high qual- from two national institutions. These grants are ity articles based on the national and international the two of the larger external funds raised by the research projects. Since the beginning, our team faculty in ME department to date. Our team mem- significantly contributed to the curriculum devel- bers are also members of renowned academic as- opment and research activities of the department. sociations from some of which they received best Majority of the doctoral theses completed in the paper awards. PhD program were supervised by the marketing faculty or our team members acted as second su- pervisors. EMAC Conference nd 42

19 VENUE MAPS

EMAC 2013 EUROPEAN MARKETING ACADEMY Nişantaşı

Car Parking

4

Maçka Cad.

Car Taşkışla Cad. Entrance İSTANBUL 5 3

Kadırgalar Cad. 7

İstanbul Technical University Maçka Cad. 2

Cablecar Maçka Cad. İTÜ MAÇKA CAMPUS 6

1 Sk. Yeni Talim Maçka

Entrance

Süleyman Seba Cd.

Besiktaş Bayıldım Cad. Taşkışla Cad.

Grand Hyatt 8 Hotel

Bayıldım Cad. Askerocağı Cad. Beşiktaş J.K.

1 İTÜ Faculty of Management 2 İTÜ School of Foreign Languages 3 Abdi İpekçi Student Dormitory 4 İTU Social Facilities 5 İTÜ Conservatory 6 Maçka Park 7 Lunch 8 İTU Faculty of Architecture EMAC Conference nd 42

20 VENUE MAPS

A - B - C - D / 1st Floor

D101 D102

WC D103

EXHIBITION AREA

Registration Desk Registration Auditorium C101 ENTRANCE

COPY CENTER

B101 EMAC Conference nd 42

21 VENUE MAPS

A - B - C - D / 2nd Floor

D201 D202

WC D203 POSTER AREA EMAC Conference nd 42

22 VENUE MAPS D304 D303 D302 D305 WC D301 WIFI A - B - C - D / 3rd Floor A - B C D / 3rd WIFI F / 1st Floor

F132 F131

WC WC EMAC Conference nd 42

23 VENUE MAPS

F / 2nd Floor A - B - C - D / 4th Floor

D401 D402 Amphitheatre D403

WC

D405 D404 WC WC

WC EMAC Conference nd 42

24 VENUE MAPS

D / 5th Floor

D501 D502

Amphitheatre D503

WC

D505 D504 EMAC Conference nd 42

25 A Country for All Tastes EMAC Conference nd 42

26 Turkey has so much to offer her visitors; The huge amount of historical and archaeological breathtaking natural beauties, unique historical wealth in Turkey seems more appropriate for an and archaeological sites, steadily improving hotel entire continent than a single country. Recently, and touristic infrastructure and a tradition of a new field of tourism has opened up: health hospitality and competitive prices. Therefore, it tourism. The country is in fact rich with hot is not surprising that this country has recently springs, healing waters and healing muds, which become one of the world’s most popular tourism come highly recommended by the medical destinations. Due to Turkey’s diverse geography, authorities as a remedy for many diseases. one can experience four different climates in any one day. The rectangular shaped country is surrounded on three sides by three different seas. Its shores are laced with beaches, bays, coves, ports, islands and peninsulas. The summers are long, lasting as long as eight months in some areas. Turkey is also blessed with majestic mountains and valleys, lakes, rivers, waterfalls and grottoes perfect for winter and summer tourism and sports of all kinds.

Skiing fans, mountain climbers, trekkers, hikers and hunters can enjoy new and unforgettable experiences in Turkey. Turkey is, above anything else, a huge open-air museum, a repository of all the civilizations nurtured by the soils of Anatolia. EMAC Conference nd 42

27 1) İzmir, Selçuk, Ephesus (1994) 2) Antalya, Karain Cave (1994) 3) Trabzon, Sumela Monastery (2000) 4) Mersin, Alahan Monastery (2000) 5) Antalya, Demre, St. Nicholas Church(2000) 6) Sanliurfa, Harran and Sanliurfa Settlements (2000) 7) Bitlis, The Tombstones of Ahlat the Urartian and Ottoman Citadel (2000) 8) Diyarbakir, The Citadel and the Walls of Diyarbakir (2000) 9) Seljuk Caravanserais on the route from Denizli to Dogubeyazit (2000) 10) Konya, Konya A Capital of Seljuk Civilisation (2000) 11) Antalya, Alanya Castle and Dockyard (2000) 12) Mardin, Mardin Cultural Landscape (2000) 13) Bursa, Bursa and Cumalikizik Early Ottoman Urban and Rural Settlements (2000) 14) Tarsus, St. Paul Church, St. Pauls Well and surrounding historic quarters (2000) 15) Agri, Ishak Pasha Palace (2000) 16) Antalya , Kas, Kekova (2000) 17) Antalya, Gulluk Mountain Termessos National Park (2000) 18) Aydin, Archaeological Site of Aphrodisias (2009) 19) Antalya, Ancient Cities of Lycian Civilisation (2009) 20) Burdur Archaeological Site Of Sagalassos (2009) 21) Konya,Neolitic Site Of Catalhoyuk (2009) 22) Antalya,Archaeological Site of Perge (2009) 23) Beyşehir, Eşrefoğlu Mosque (2011) 24) Hatay, St. Pierre Church (2011) EMAC Conference

nd 25) Bergama-İzmir (2011) 42 26) Göbeklitepe Archaeological Site (2011) 28 DID YOU KNOW?

The world’s oldest known settlement is in Catalhoyuk in central Anatolia, Turkey, and dates back to 6,500 BC

The only city in the world The first man ever to fly was located on two continents is Turkish. Using two wings, İstanbul, which has been the Hezarfen Ahmet Celebi flew capital of three great empires, from the Galata Tower over the Roman, Byzantine and Ottoman Bosphorus to land in Uskudar in for more than 2,000 years. the 17th century.

The famous Trojan Wars took place in western Turkey, around the site where a wooden model of the Trojan Horse has been erected at the site.

Leonardo da Vinci drew designs for a bridge over the Golden Horn, an inlet at the mouth EMAC Conference

The first known University in of the Bosphorus. nd 42 history is in Harran, Southeast However the bridge was never built. Turkey. 29 İstanbul Turkey

In every era, İstanbul has been the intersection (with its mysterious concubines and Harem life) , point of Eastern and Western civilizations. This the Basilica Cistern (in which two Medusa heads, is owed not only to the strategic significance of its masterpieces of the First Age Art of Statuary geographical position, but also to the city’s identity were used as pedestals at the bottom of the two as a centre of experience, accumulation in culture, columns), the Dolmabahçe Palace (where Atatürk arts, sciences and technology. With a settlement spent his last days), the Galata Tower (built in history of more than thousands of years, this 1348 from where Hezarfen Ahmet Çelebi flew as rooted city presents an absolute harmony of an early aviator using artificial wings for gliding culture and civilization. Being the largest city of over the Bosphorus to the slopes of Üsküdar on Turkey, İstanbul was the most crowded city of the the Anatolian side in 1630), the Grand Bazaar (the world in 1502, then London took this title in 1840. biggest old covered bazaar in the world with over İstanbul metropolitan province has 13.26 million 3,000 shops), Asmalı Mescit (which is linked to people living in it as of December, 2010, which is Karaköy port with the third oldest subway in the 18% of Turkey’s population which makes it the 3rd world, built in 1875), and the Pera Palas (where largest metropolitan area in Europe after London Agatha Christie wrote her famous novel “Murder and Moscow. on the Orient Express”). İstanbul has also recently became one of the biggest shopping centres of İstanbul, has a number of major attractions derived Europe by hosting malls like Metrocity, Akmerkez, from its huge historical status as the capitals of the Cevahir Mall (which is the biggest mall in Europe Byzantine and Ottoman Empires. These include and seventh largest shopping center in the world) EMAC Conference nd the Sultan Ahmed Mosque (the “Blue Mosque”), and Sapphire skyscraper (the tallest -261 meters - 42 the Hagia Sophia (which was the largest church in building between Dubai - Frankfurt on the world 30 the world for about 900 years), the Topkapı Palace map). Indulge yourself !!! The god and human, nature and art are together of the Ottoman Empire, İstanbul still remains in there, they have created such a perfect place the commercial, historical and cultural pulse of that it is valuable to see.” Lamartine’s famous Turkey, and its beauty lies in its ability to embrace poetic line reveals his love for İstanbul, describing its contradictions. Ancient and modern, religious the embracing of two continents, with one arm and secular, Asia and Europe, mystical and earthly reaching out to Asia and the other to Europe. all co-exist here. Its variety is one of İstanbul’s greatest İstanbul, once known as the attractions: The ancient mosques, capital of capital palaces, museums and bazaars reflect cities, has many its diverse history. The thriving unique features. It shopping area of Taksim buzzes with is the only city in the life and entertainment. And the world to straddle two serene beauty of the İstanbul strait, continents, and the only Princes Islands and parks bring a one to have been a capital touch of peace to the otherwise during two consecutive chaotic metropolis. empires - Christian and Islamic. Once was capital EMAC Conference nd 42

31 SOCIAL EVENTS Welcome Reception Gala Dinner 4 June 2013 - Tuesday 7 June 2013 - Friday 18:00 19:00 İTU Taşkışla Campus Hilton Convention Centre

Welcome Reception will take place in the İTU Faculty of Architecture at an immense building which has been constructed all in structural ma- sonry between 1848 and 1853 as a military medi- cine academy for the Ottoman Army. This will be an excellent opportunity to network, meet old friends and colleagues, and to make new ones as the Programme begins.

Bosphorus Boat Trip 5 June 2013 - Wednesday 19.00

EMAC Conference nd 42

32 EXHIBITORS EMAC Conference nd 42

33 02. TRACKS, CHAIRS AND REVIEWERS EMAC Conference nd 42

34 Tracks, Track Chairs and Co-Chairs

Track 1: Track 6: Advertising, Promotion and Marketing Marketing in Emerging and Transition Communications Economies Micael Dahlen, Stockholm School of Economics Paurav Shukla, Glasgow Caledonian University Helge Thorbjornsen, Norwegian School of Zeynep Bilgin, Marmara University Economics and Business Administration Zafer Erdoğan, Anadolu University Track 7: Marketing of Public and Non-profit Track 2: Organisations Business-to-Business Marketing and Patrick De Pelsmacker, University of Antwerp Networks Gary Warnaby, University of Liverpool Andreas Eggert, University of Paderborn Thomas Ritter, Copenhagen Business School Track 8: Marketing Research and Research Track 3 : Methodology Consumer Behaviour Bruce Hardie, London Business School Luca Visconti, ESCP Paris Tammo Bijmolt, University of Groeningen Caroline Wiertz, Cass Business School Nilüfer Z. Aydınoğlu, Koç University Track 9: Marketing Strategy and Leadership Track 4: Christian Homburg, University of Mannheim Innovation and New Product Ayşegül Özsömer, Koç University Development Luigi de Luca, Cardiff University Track 10: Destan Kandemir, Bilkent University Marketing Theory Rod Brodie, University of Auckland Track 5: Cengiz Yılmaz, Middle East Technical University International and Cross-Cultural Marketing Track 11: John Cadogan, Loughborough University Modeling and Forecasting Ayşen Bakır, Illinois State University Daniel Klapper, University of Frankfurt Münir Tolga Akçura, Özyeğin University EMAC Conference nd 42

35 Track 12: Track 18: New Technologies and E-Marketing Services Marketing Shintaro Okazaki, Universidad Autonoma de Andrea Ordanini, SDA Bocconi School of Madrid Management Charles R. Taylor, Villanova School of Business Ed Nijssen, Eindhoven University of Technology

Track 13: Track 19: Pricing and Financial Issues in Marketing Social Responsibility, Ethics and Skander Esseghaier, Koç University Consumer Protection Ayşe Kocabıyıkoğlu, Bilkent University Minoo Fahrangmehr, University of Minho Stephen P. Hogan, Brighton Business School

Track 14: Track 20: Product and Brand Management Tourism Marketing Claudia Simoes, Open University Enrique Bigné, University of Valencia Alper Özer, Ankara University Alain Decrop, Louvain School of Management

Track 15: Track 21: Relationship Marketing Marketing Education Manfred Krafft, University of Muenster Angela Paladino, University of Melbourne René Darmon, ESSEC Business School Kerri-Ann Kuhn, Queensland University of Technology Track 16: Retailing, Channel Management and SIG: Logistics Special Interest Groups Daniel Bello, Georgia State University Andras Bauer, Corvinus University of Budapest Marc Filser, University of Bourgogne Elif Karaosmanoğlu, İstanbul Technical University Track 17: A. Banu Elmadağ Baş, İstanbul Technical Sales Management and Personal Selling University Paolo Guenzi, SDA Bocconi School of Management Bülent Mengüç, King’s College London EMAC Conference nd 42

36 Reviewers

Reviewer Full name Affiliation/University Abbate , Tindara University of Messina Acur Nuran Strathclyde Institute of Operations Management Agnes, Helme-Guizon University Pierre Mendes France Ahmadhusairi Cardiff University Ahmed, Tanvir La Trobe University Akpinar, Ezgi Erasmus University Rotterdam Akram, Muhammad Shakaib University of Engineering and Technology, Lahore Alarcón-Del-Amo, María-Del- Universidad Autónoma de Madrid Carmen Albers, Sönke Kühne Logistics University Alcántara Pilar, Juan Miguel University of Granada Algesheimer, Rene University of Zurich Ali, Haider Open University Alim, Sophia University of Bradford Althuizen, Niek ESSEC Business School Alturas, Bráulio ISCTE - IUL Alvarez, Maria Bogaziçi University Andreini, Daniela University of Bergamo Andreu, Luisa University of Valencia Andronikidis, Andreas University of Macedonia Andrus, Deborah University of Calgary Ansons, Tamara University of Warwick Antonetti, Paolo Cranfield School of Management Appio, Francesco Paolo Scuola Superiore Sant'anna Ari, Ela Ozyegin University Arnould, Eric University of Bath Arslanagic, Maja University of Sarajevo Artz, Martin University of Mannheim

Ascarza, Eva Columbia University EMAC Conference nd

Ashraf, Rohail IAE Aix-en-Provence & Euromed Management 42

37 Reviewer Full name Affiliation/University Askegaard, Søren University of Southern Denmark Assiouras, Ioannis ESC Toulouse Business School Atakan, Serap İstanbul Bilgi University Atalay, Selin HEC Paris Atalık, Özlem Anadolu University Athanasopoulou, Pinelopi University of Peloponnese Azar, Salim Cergy Pontoise University Azevedo, António University of Minho Bag, Dinabandhu School of Management India Baghi, Ilaria Univeristy of Modena and Reggio Emilia Balagué, Christine Institut Mines-Telecom Balbo, Laurie Groupe Sup de Co Montpellier Business School Baltas, George Athens University of Economics and Business Barajas, Karla Universidad Anahuac Mexico Norte Barbarossa, Camilla Sapienza University of Rome Barbu, Catalin Mihail University of Craiova Barnhart, Michelle Oregon State University Bartholmé, Roland H. Independent Researcher Bartier, Anne-Laure UCL/LSM Bassano, Clara University of Naples Parthenope Bava, Christina Plant & Food Research Becker, Jan Kühne Logistics University Beckmann Julia University of Augsburg Beckmann, Suzanne C. Copenhagen Business School Bellman, Steven Murdoch University Belvaux, Bertrand University of Panthéon-Assas Belz, Frank-Martin Technische Universität München (TUM School of Management) Ben Nasr, Imed Groupe Sup de Co La Rochelle Benavent, Christophe Université Paris Ouest Berács, József Corvinus University of Budapest EMAC Conference nd 42

38 Reviewer Full name Affiliation/University Bertini, Marco London Business School Beruchashvili, Mariam California State University, Northridge Besson, Madeleine Télécom Business School Biedenbach, Galina Umeå University Bigné Enrique University of Valencia Bilgin Zeynep University of Marmara Bilgin, Baler Koç University Bitmez, Yunus Emre Beykent University Bitter, Sofie Alpen-Adria-Universität Klagenfurt Blazevic, Vera Radboud University Nijmegen Blesa, Andreu Universitat Jaume I Boeuf, Benjamin HEC Montreal Boichuk, Jeffrey University of Houston Boisvert, Jean American University of Sharjah (AACSB) Bolat, Elvira Bournemouth University Bosangit, Carmela Coventry University Botti, Simona London Business School Boujena, Othman Rouen Business School Boukis, Achilleas Strathclyde University Boztug, Yasemin Georg-August University Goettingen Brashear Alejandro, Thomas Univ of Massachusetts Amherst Bravo, Rafael University of Zaragoza Brexendorf, Tim Oliver WHU - Otto Beisheim School of Management Brock, Christian Zeppelin University Brodie, Rod Univesity of Auckland Brosius, Nina University of Auckland Brown, James West Virginia University Bruce, Helen Cranfield School of Management Bruggen, Elisabeth Maastricht University Brunk, Katja ESMT Bruyneel, Sabrina K.U.Leuven EMAC Conference nd 42

39 Reviewer Full name Affiliation/University Buil, Isabel University of Zaragoza Bukvova, Helena Technische Universität Dresden Burki, Umar Vestfold University Burnaz, Şebnem İstanbul Technical University Busljeta Banks, Ivana ZSEM & University of Antwerp Caboni, Federica University of Cagliari Cacho-Elizondo, Silvia IPADE Business School Cadogan John Loughborough University Cakici, Meltem Okan University Callarisa Fiol, Luis Universitat Jaume I Camarero, Carmen University of Valladolid Camurdan, Efe Koç University Caplliure, Eva María University of Valencia Cappellini, Benedetta Royal Holloway, University of London Carbonell, Pilar York University Carmen, Abril Universidad Complutense de Madrid Carvalho Vieira, José Manuel ISMAI Casaló Ariño, Luis Vicente Universidad de Zaragoza Cassia, Fabio University of Verona Castañeda, José Alberto University of Granada Cebollada, Javier Public University of Navarre Ceccotti, Federica Sapienza University of Rome Chang, Connie Meiji University Chang, Shing-Wan Middlesex University Chauhan, Kalpana Fortune Institute of International Business, New Delhi India Chauvin, Max ESSEC Business School Chelariu, Cristian Suffolk University Chen, Bo ESSEC Business School Christodoulides George University of London Chryssochoidis, George University of East Anglia Chytkova, Zuzana University of Economics, Prague EMAC Conference nd 42

40 Reviewer Full name Affiliation/University Clarke , Ann University of Southern Denmark Claus, Bart IESEG School of Management Clement, Michel University of Hamburg Collange, Véronique University of Burgundy Connell, Paul Cass Business School Constantinides, Efthymios University of Twente Conway Dato-On, Mary Rollins College Cordente Rodriguez, Maria University of Ceu San Pablo Cornelis, Erlinde Ghent University Cornelissen, Gert Universitat Pompeu Fabra Costa, Claudia Nova Business School Costa, Diego Reims Management School Covas Lisboa, Teresinha Universidade de Santo Amaro (UNISA) Cruz, Angela The University of Auckland Cuestas, Pedro Jesús University of Murcia Čutura, Marija University of Mostar Czellar, Sandor University of Lausanne Çerri, Shpetim University 'A. Xhuvani' Dahlen Micael Stockholm School of Economics Dalla Pozza, Ilaria EMLV Dalli, Daniele University of Pisa Damjan, Janez University of Ljubljana Davcik, Nebojsa ISCTE - IUL Davis, Robert Unitec De Bock, Tine Hogeschool-Universiteit Brussel De Brentani, Ulrike John Molson School of Business, Concordia University De Burgh-Woodman, Helene University of Notre Dame De Juan, Maria University of Alicante De Kerviler, Gwarlann University of Paris Dauphine De Luca, Luigi Mario Cardiff Business School De Mattos, Claudio University of Manchester EMAC Conference nd 42

41 Reviewer Full name Affiliation/University De Run, Ernest Universiti Malaysia Sarawak De Valck, Kristine HEC Paris De Vries, Lisette University of Groningen Dejardin, Marcus University of Namur Dekker, Hans HZ University of Applied Sciences Del Barrio-García, Salvador University of Granada Del Bucchia, Céline Audencia Nantes School of Mangement Delcourt, Cécile HEC-ULG Dellaert, Benedict Erasmus University Rotterdam Demirci, Ceren Ozyegin university Denegri-Knott, Janice Bournemouth University Dens, Nathalie University of Antwerp Dholakia, Utpal Rice University Diallo, Mbaye Fall University Lille Nord de France-Skema Business School (LSMRC) Díaz Martín, Ana Mª Universidad Autónoma de Madrid Dibb, Sally Open University Dikcius, Vytautas Vilnius University Dion, Delphine Unversité Paris1-Panthéon Sorbonne Dluzewska, Anna Kazimierz Wielki University of Bydgoszcz Dolait, Jean-Pierre EDHEC Business School Dolbec, Pierre-Yann Schulich School of Business, York University Doligalski, Tymoteusz Warsaw School of Economics Dominique, Sérgio Polytechnic Institute of Cávado And Ave Dost, Florian European University Viadrina Downey, Hilary Queen's University Belfast Echchakoui, Said University of Quebec in Abitibi-Témiscamingue Eisenbeiss, Maik University of Cologne Elgaaied, Leila University of Toulouse Capitole Elmdağ Baş, A. Banu İstanbul Technical University Emmanouilides, Christos Aristotle University of Thessaloniki EMAC Conference nd 42

42 Reviewer Full name Affiliation/University Emontspool, Julie University of Southern Denmark Erdogmus, Zeynep Irem University of Marmara Erfgen, Carsten Hamburg University Erguncu, Selin Koç University Ermer, Beatrice HHL Leipzig Graduate School of Management Esbjerg, Lars Aarhus University Esparza, Laura Universidad de Monterrey Esseghaier Skander Koç University Farhangmehr, Minoo University of Minho Farrell, Andrew Aston University Fassnacht, Martin WHU - Otto Beisheim School of Management Faulkner, Margaret University of South Australia Faure, Corinne Grenoble Ecole de Management Fayos Gardó, Teresa University of Valencia Feiereisen, Stephanie Cass Business School Feinberg, Fred University of Michigan Fernandes, Teresa University of Porto Ferreira, Bruno Clermont-Ferrand University Fesenmaier, Daniel Temple University Figueiredo, Bernardo University of Southern Denmark Filieri, Raffaele Northumbria University, Newcastle Business School Flavian, Carlos University of Zaragoza Fok, Dennis Erasmus University Rotterdam Ford, John Old Dominion University Francisco Maffezzolli, Eliane PUCPR Franssens, Samuel K.U.Leuven Freytag, Per University of Southern Denmark Fries, Anne University of Hamburg Friesen Dr., Mark University of St. Gallen Frochot, Isabelle University of Savoie Furchheim, Pia Chemnitz University of Technology EMAC Conference nd 42

43 Reviewer Full name Affiliation/University G.Gallarza, Martina University of Valencia Gadalla, Eman Manchester Metropolitan University Galan - Ladero, Mercedes University of Extremadura Galan Muros, Victoria Münster University of Applied Sciences Galvagno, Marco University of Catania Garcia De Los Salmones, Maria University of Cantabria Del Mar Garcia-Madariaga , Jesus Universidad Complutense de Madrid Gatignon, Hubert INSEAD Gázquez Abad, Juan Carlos University of Almería Geersbro, Jens Copenhagen Business School Geigenmüller, Anja Ilmenau University of Technlogy Geiger, Ingmar Freie Universität Berlin Gensler, Sonja University of Muenster Gentina, Elodie SKEMA Business School Germelmann, Claas Christian University of Bayreuth Geskens, Kristof Vlerick Business School Geuens, Maggie Ghent University Ghose, Kamal Lincoln University Giannelloni, Jean-Luc University of Grenoble Giesler, Markus York University Gijsenberg, Maarten University of Groningen Giles, Emma Newcastle University Gil-Saura, Irene University of Valencia Gneezy, Ayelet UCSD Rady Gnoth, Juergen University of Otago Gonzalez, Silvia ITESM Campus Monterrey Goodman, Joseph Washington University in St. Louis Gök, Osman Yasar University Gökbulut Özdemir, Özge Fırat University Graillot, Laurence University of Burgundy EMAC Conference nd 42

44 Reviewer Full name Affiliation/University Green, Todd University of Stirling Grigoriou, Nicholas Monash University Grohmann, Bianca Concordia University Grohs, Reinhard University of Innsbruck Grønhaug, Kjell Norwegian School of Economics Grosso, Monica EMLYON Business School Grougiou, Vassiliki International Hellenic University Grunert, Klaus G. Aarhus University Gumus, Burcu İstanbul Bilgi University Gurdal, Sahavet University of Marmara Haas, Alexander University of Giessen Hahn, Alexander Universität Mannheim Hakala, Ulla Turku School of Economics Halbheer, Daniel University of Zurich Halliburton, Chris ESCP Europe Hammedi, Wafa University of Namur Hamzaoui Essoussi, Leila University of Ottawa Hang, Haiming University of Bath Haron, Hazliza Universiti Teknologi Mara Harun, Amran University Malaysia Sabah Heath, Timothy HEC Paris Heidig, Wibke University of St. Gallen Hein, Wendy Birkbeck, University of London Helkkula, Anu Hanken School of Economics Herhausen, Dennis University of St. Gallen Hernandez, Asunción University of Valencia Hernández Mogollón, José University of Extremadura Manuel Heuvinck, Nico IESEG School of Management Hildebrand, Diogo Baruch College Hoegg, Joandrea University of British Columbia EMAC Conference nd 42

45 Reviewer Full name Affiliation/University Hofer, Katharina Maria Johannes Kepler University Linz Hoffmann, Arvid Maastricht University Hogan Stephen P. Brighton Business School Hogreve, Jens Catholic University of Eichstaett Ingolstadt Hollebeek, Linda University of Waikato Hollet-Haudebert, Sandrine University Paris-Est Holmlund, Maria Hanken School of Economics Holmqvist, Jonas BEM Bordeaux School of Management Holweg, Christina WU Vienna Holzmueller, Hartmut TU Dortmund University Houston, Rika California State University, Los Angeles Hudders, Liselot Ghent University Huertas-Garcia, Ruben University of Barcelona Humphreys, Ashlee Northwestern University Hunter, Gary Illinois State University Hurmerinta, Leila Turku School of Economics at Turku University Hyde, Kenneth AUT University Hyder, Antonio Toulouse Business School - Barcelona Campus Iamratanakul, Supachart Kasetsart University Iglesias, Oriol ESADE Business School Jaakkola, Elina Turku School of Economics Jain, Sanjay University of Delhi Jalali, Marjan ISCTE - IUL Janssens, Wim Hasselt University Jean, Ruey-Jer Bryan National Chengchi University Jedidi Kamel Columbia Business School Jiménez-Zarco, Ana I. Open University of Catalunya Jovic, Marija University of Belgrade Jurse, Milan University of Maribor Kadic-Maglajlic, Selma University of Sarajevo Kaiser, Ulrike WU Vienna EMAC Conference nd 42

46 Reviewer Full name Affiliation/University Kalafatis, Stavros Kingston Business School Kalamas, Maria Kennesaw State University Kaleka, Anna Cardiff University Kandemir Destan Bilkent University Kanitz, Christopher University of Bremen Kara, Adnan University of Marmara Karababa, Eminegül Middle East Technical University Karantinou, Kalipso Athens University of Economics and Business Karaosmanoğlu, Elif İstanbul Technical University Kastanakis, Minas ESCP Europe Kazadi, Kande University of Antwerp Kefi, Samy University of Nantes Kerrane, Ben Manchester Business School Kimmel, Allan J. ESCP Europe Klarmann, Martin Karlsruhe Institute of Technology Klaus, Phil Cranfield School of Management Kleinaltenkamp, Michael Freie Universität Berlin Kleine-Kalmer Barbara University of Bremen Kocabıyıkoğlu Ayşe Bilkent University Kocher, Bruno HEC Lausanne Koenigsberg, Oded London Business School Komulainen, Ruey University of Oulu Konus, Umut Eindhoven University of Technology Korelo, Jose Carlos Federal University of Parana Koritos, Christos ALBA Graduate Business School Kostic-Stankovic, Milica Belgrade University Kozak, Metin Dokuz Eylul University Kretz, Gachoucha ISC PARIS Krishnamurthy, Prabhakar SRM University Krupka, Zoran University of Zagreb EMAC Conference nd 42

47 Reviewer Full name Affiliation/University Kuehnl, Christina University of Mannheim Kuhn Kerri-Ann Queensland University of Technology Kumar, Basant Utkal University Kumkale, Tarcan Koç University Kurz, Christian Viacom Kübler, Raoul Ozyegin University Küster, Ines University of Valencia Kyrousi, Antigone Athens University of Economics and Business Laflamme, Josée University of Quebec at Rimouski Lages, Cristiana Loughborough University Lai, Christine Université Laval Lajos, Joseph HEC Lausanne Lamberti, Lucio Politecnico di Milano Lambert-Pandraud, Raphaëlle ESCP EUROPE Lange, Fredrik Stockholm School of Economics Langley, David TNO Laroche, Michel Concordia University Lassar, Walfried FIU Laukkanen, Tommi University of Eastern Finland Lebe, Sonja Sibila University of Maribor Leischnig, Alexander University of Bamberg Lengler, Jorge ISCTE - IUL Li, Yuanyuan K.U.Leuven Liao, Mei-Na Bradford University School of Management Lindqvist, Lars-Johan Hanken School of Economics Lindridge, Andrew The Open University Lionakis, Konstantinos Athens University of Economics and Business Little, Vicki Monash University Lloyd Parkes, Elizabeth University of Glamorgan Longo, Cristina University of Bath López, Inés Miguel Hernández University EMAC Conference nd 42

48 Reviewer Full name Affiliation/University Lopez Sanchez, Jose Angel University of Extremadura Loureiro, Sandra ISCTE - IUL Lucia-Palacios, Laura University of Zaragoza Luedicke, Marius Cass Business School Luque-Martinez, Teodoro University of Granada Macedo, Isabel Maria University of Minho Mafael, Alexander Freie Universität Berlin Mahr, Dominik Maastricht University Malheiro, Alexandra Instituto Politécnico do Cávado e do Ave Malkoc, Selin Washington University in St. Louis Malone, Sheila Lancaster University Manganari, Emmanouela University of Patras Marchand, Andre University of Muenster Marciniak, Ruth GCU London Marques, Susana High Institute of Administration and Management Marshall Roger Auckland University of Technology Martin, Xavier Novancia Martínez-López Francisco J. University of Granada Martinez-Ruiz, Maria Pilar University of Castilla-La Mancha Mas, Francisco University of Alicante Massara, Francesco Iulm University Mat Yamin, Fadhilah Universiti Utara Malaysia Matute, Jorge University of Zaragoza Mauri, Chiara Università della Valle d'Aosta Mazodier, Marc University of South Australia Mazurek, Grzegorz Kozminski University Mccabe, Scott Nottingham University Megyeri, Eszter University of Szeged Melanthiou, Yioula University of Nicosia Melero-Polo, Iguácel University of Zaragoza Merchant, Altaf University of Washington Tacoma EMAC Conference nd 42

49 Reviewer Full name Affiliation/University Meyer, Anton Ludwig-Maximilians-Universität München Michaelidou Nina Loughborough University Mihic, Svetlana University Educons Miniero, Giulia SDA Bocconi School of Management Minowa, Yuko Long Island University Mittelman, Mauricio Universidad Torcuato Di Tella Modi, Pratik Institute of Rural Management Anand Mohamad, Mahadzirah Universiti Malaysia Terengganu Moisio, Risto California State University, Long Beach Molnár, László University of Miskolc Mondéjar-Jiménez, José Castilla-La Mancha University Monferrer Tirado, Diego Universitat Jaume I Montaguti, Elisa University of Bologna Montoro Ríos, Francisco Javier University of Granada Moore, Sarah University of Alberta Morgan, Robert Cardiff University Muhamad, Nazlida Universiti Brunei Darussalam Mujika, Alazne University of Deusto Mukesh, Mudra IE Business School-IE University Munnukka, Juha University of Jyväskylä Munuera-Aleman, Jose Luis University of Murcia Munzel, Andreas University of Strasbourg Murphy, Patrick University of Notre Dame Musso, Fabio University of Urbino Mustak, Mekhail Turku School of Economics Müller, Brigitte University of Savoy Münkhoff, Eva University of Paderborn Narsey, Vanisha University of Auckland Natter, Martin Goethe University Frankfurt Naude, Peter Manchester Business School Neghina, Carmen Open Universiteit EMAC Conference nd 42

50 Reviewer Full name Affiliation/University Nijssen Ed Eindhoven University of Technology Nique, Walter Universidade Federal do Rio Grande do Sul Nobre, Helena University of Minho Notebaert, Jean-François University of Bourgogne Obadia, Claude ESCE O'Donohoe, Stephanie University of Edinburgh Odou, Philippe University of Lille 2 Ofir, Chezy Hebrew University Ognjanov, Galjina University of Belgrade Ograjenšek, Irena University of Ljubljana Okazaki, Shintaro Universidad Autónoma de Madrid Oktem, Deniz Koç University Oliveira, João Loughborough University Olsen, Lars Erling Oslo School of Management Olsen, Line Norwegian Business School Opute, Abdullah Promise Gprom Academic Solutions Ordanini, Andrea SDA Bocconi School of Management Ortega Egea, José Manuel University of Almería Orus, Carlos University of Zaragoza Oswald, Laura Ou, Yi-Chun Ou University of Groningen Ozretic-Dosen, Durdana University of Zagreb Ozturan, Peren Koç University Önder, Irem MODUL University Vienna Paas, Leo VU University Amsterdam Pace, Stefano Euromed Management Paço, Arminda UBI Palacios Fenech, Javier Universidad Adolfo Ibáñez Palazon, Mariola Universtiy of Murcia Panagopoulos, Nick Athens University of Economics and Business Panic, Katarina Ghent University EMAC Conference nd 42

51 Reviewer Full name Affiliation/University Panigyrakis, George Athens University of Economics and Business Panopoulos, Anastasios University of Western Macedonia Panwar, Jayendra Singh DAVV University, Indore Papies, Dominik University of Tuebingen Parra-Lopez, Eduardo Universidad de La Laguna Patil, Ajit University of Bombay (Mumbai) Pelet, Jean-Eric IDRAC - International School of Management (Nantes) Pels, Jaqueline Univ Torcuato Di Tella Peluso, Alessandro M. University of Salento, Lecce / LUISS, Rome Peretz, Adrian Oslo School of Management Pérez, Andrea University of Cantabria Perin, Marcelo Pontifical Catholic University of Rio Grande do Sul Peschken, Thomas Glasgow Caledonian University Pestek, Almir University of Sarajevo Pfeffermann, Nicole University of Bremen Piciocchi, Paolo University of Salerno Pick, Doreen Freie Universität Berlin Pinson, Christian INSEAD Pizzetti, Marta Università della Svizzera Italiana Pizzi, Gabriele University of Bologna Pocheptsova, Anastasiya University of Maryland Polo Peña, Ana Isabel University of Granada Ponchio, Mateus ESPM-SP Poncin, Ingrid SKEMA Business School Popa, Monica University of Saskatchewan Press, Melea University of Bath Prime, Nathalie ESCP Europe Priya, Preeti IRMA Puccinelli, Nancy Oxford University Puntoni, Stefano Erasmus University Rotterdam Pyrgeli, Maria Athens University of Economics and Business EMAC Conference nd 42

52 Reviewer Full name Affiliation/University Quaschning, Simon University College Ghent & Ghent University Rafiq, Mohammed Loughborough University Ramon-Jeronimo, Maria A. Pablo de Olavide University Rangarajan Deva Vlerick School of Management Rauschnabel, Philipp A. University of Bamberg Razmdoost, Kamran Cranfield School of Management Real De Oliveira, Elizabeth Universidade Lusiada Redondo, Ignacio Universidad Autónoma de Madrid Reid, Susan Bishop's University Reina, Maria Dolores Universidad Nacional De Educación A Distancia (UNED) Reis, Raquel Universidade Lusiada Rialp, Alex Universitat Autònoma Barcelona Rinallo, Diego Euromed Management, Marseille Rita, Paulo ISCTE Business School Robson, Matthew University of Leeds Rod, Michel Carleton University Rodrigues, Paula Lusíada University Rodrigues, Ricardo University of Beira Interior Rodríguez Oromendía, Ainhoa Universidad Nacional De Educación A Distancia (UNED) Rodríguez-Del-Bosque, Ignacio Universidad de Cantabria Rodríguez-Pinto, Javier University of Valladolid Roel, Wijland University of Otago Rojas, Pilar ESAN Rollins, Minna University of West Georgia Román Nicolás Universitario de Espinardo Romero, Jaime Universidad Autónoma de Madrid Rose, Gregory University of Washington Rosengren, Sara Stockholm School of Economics Roth, Stefan University of Kaiserslautern Rouvaki, Chryssoula Athens University of Economics and Business Rouzies, Dominique HEC Paris EMAC Conference nd 42

53 Reviewer Full name Affiliation/University Ruiz-Mafe, Carla University of Valencia Rundh, Bo Karlstad University Runfola, Andrea University of Perugia Ruzo, Emilio University of Santiago S, Abhishek IIM Ahmedabad Sagan, Adam Cracow University of Economics Saginova, Olga Plekhanov Russian University of Economics Sajtos, Laszlo University of Auckland Salciuviene, Laura Lancaster University Sampaio, Claudio PUCRS Sánchez-Fernández, Raquel University of Almería Sánchez-García, Mª Isabel University of Valencia Sande, Jon Bingen BI Norwegian Business School Santos, Fernando Aalto University School of Business Sanz Blas, Silvia University of Valencia Sanzo, María José Univesity of Oviedo Sarial Abi, Gulen Koç University Sattler, Henrik University of Hamburg Sayin, Eda Koç University Scaraboto, Daiane Pontificia Universidad Catolica de Chile Scedrova, Ana Cardiff University Schade, Michael University of Bremen Schallmo, Daniel Ulm Schmitt Julien Aston University Schnurr, Benedikt Innsbruck University Schramm-Klein, Hanna University of Siegen Schulz, Fabian Goethe University Frankfurt Scopelliti, Irene Carnegie Mellon University Sese, F. Javier University of Zaragoza Sezgin, Selime Demet İstanbul Technical University Shant Priya , Samant University of Pune EMAC Conference nd 42

54 Reviewer Full name Affiliation/University Shehu, Edlira University of Hamburg Sheresheva, Marina National Research University Higher School of Economics Paurav, Shukla Glasgow Caledonian University London Sığındı, Taner University of Gaziantep Silva, M. Gabriela ISCTE - IUL Shekhar, Singh Symbiosis School of Banking Management Singh, Jaywant Kingston University Singh, Ramendra IIM Calcutta Sinha, Piyush Kumar IIMA Sirkeci, Ibrahim Regent's College London Skare, Vatroslav University of Zagreb Skiera, Bernd Goethe University Frankfurt Smit, Willem SMU Hans, Eibe Southern Denmark University Soscia, Isabella SKEMA Business School Sotgiu, Francesca HEC Paris Sousa, Carlos Durham University Spais, George Hellenic Open University Spinks, Wendy University of the Sunshine Coast Stakhovych, Stanislav Monash University Stamboli, Celina ISEG Steiner, Michael University of Muenster Steinhoff, Lena University of Paderborn Stern Philip Loughborough University Stevens, Lorna University of Ulster Stocchi, Lara Loughborough University Stokburger-Sauer, Nicola University of Innsbruck Strehlau, Suzane UNINOVE, ESPM Streicher, Mathias University of Innsbruck Strong, Carolyn University of Bath EMAC Conference nd 42

55 Reviewer Full name Affiliation/University Stump, Rodney Towson University Swaen, Valérie UCL Taillard, Marie ESCP Europe Business School Tamagni, Lucia Universidad Nacional Del Comahue Tan, Jing University of Wolverhampton Taylor, Steve Illinois State University Teichmann, Karin University of Innsbruck Ter Hofstede, Frenkel UT Austin Terech, Andres UCLA Terho, Harri Turku School of Economics Theodosiou, Marios University of Cyprus Timoumi, Ahmed Koç University Tissier-Desbordes, Elisabeth ESCP europe Tjiptono, Fandy Universitas Atma Jaya Yogyakarta Toker, Aysegul Bogaziçi University Tolba, Ahmed The American University in Cairo Tomaseti, Eva Polytechnic University of Cartagena Torres, Anna Pompeu Fabra University Totzek, Dirk University of Mannheim Toubia, Olivier Columbia Business School Toufaily, Elissar Université Laval Triantafillidou, Amalia Athens University of Economics and Business Tubillejas Andres, Berta University of Valencia Tuk, Mirjam Imperial College Business School Turley, Darach Dublin City University Tzempelikos, Nektarios Anglia Ruskin University Ulaga, Wolfgang IMD Lausanne Uray, Nimet İstanbul Technical University Usta, Murat Grenoble Ecole de Management Utgard, Jakob BI Norwegian Business School Vale, Rita Catholic University of Portugal EMAC Conference nd 42

56 Reviewer Full name Affiliation/University Valentini, Sara University of Bologna Valette-Florence, Pierre IAE de Grenoble Van Der Lans, Ralf HKUST Van Der Rest, Jean-Pierre Leiden University Van Dolen, Willemijn University of Amsterdam Van Gils, Michelle K.U.Leuven Van Kenhove, Patrick Ghent University Van Laer, Tom ESCP Europe Van Oerle, Sarah University of antwerp Van Raaij, W. Fred Tilburg University Van Riel, Allard Radboud University Nijmegen Van Vaerenbergh, Yves Hogeschool-Universiteit Brussel Vanhouche, Wouter K.U.Leuven Vardar, Nukhet El Izi Comm. Consultancy Varela-Neira, Concepción University of Santiago de Compostela Vazquez, Jose Luis University of Leon Veloso, Andres University of Sao Paulo Veloutsou, Cleopatra University of Glasgow Veresiu, Ela Witten/Herdecke University Verhellen, Yann University of Antwerp Vermeir, Iris University College Ghent & Ghent University Vernuccio, Maria Sapienza University of Rome Vicente, Paula ISCTE - IUL Vieira, Valter UEM Visconti Luca ESCP paris Vlasic, Goran University of Zagreb Von Der Heyde Fernandes, Erasmus University Rotterdam Daniel Von Schwedler, Moritz Universidade do Minho Von Wallpach, Sylvia University of Innsbruck Vosgerau, Joachim Carnegie Mellon University EMAC Conference nd 42

57 Reviewer Full name Affiliation/University Vossen, Alexander RWTH Aachen University Voyer, Benjamin ESCP Europe / London School of Economics Wagner, Gerhard University of Siegen Wagner, Udo University of Vienna Waiguny, Martin Auckland University of Technology Walliser, Bjorn University of Lorraine Wan Ishak, Wan Hussain Universiti Utara Malaysia Ward , Janet Univrsity of Leicester Watne, Torgeir Victoria University Weijters, Bert Vlerick Business School and Ghent University Wells, Victoria Durham University Business School Westerlund, Mika Carleton University Wilkinson, Ian The University of Sydney Wilson, Bradley RMIT University Winer, Russ New York University Woermann, Niklas University of Southern Denmark Worm, Stefan HEC Paris Wuehrer, Gerhard Johannes Kepler University Xara-Brasil, Duarte instituto Politecnico de Setubal Xiao , Sarah Hong University of Durham Xie, Chunyan Stord/Haugesund University College Yagüe, Mª Jesús Universidad Autónoma de Madrid Yannopoulou, Natalia Newcastle University Business School Yasa, Eda Cag University Yau, Amy Kar-Yee University of Bath Yılmaz Cengiz Middle East Technical University Yoke Cheng, Aw Asia Pacific University of Technology and Innovation (A.P.U) Zarantonello, Lia IESEG School of Management Żemła, Michał Katowice School of Economics Zentes, Joachim Saarland University Zerbini, Fabrizio ESCP Europe EMAC Conference nd

42 Zidda, Pietro University of Namur Zolkiewski, Judy Manchester Business School, University of Manchester 58 Session Chairs Competitive Papers

Session Name Surname Affiliation Track Number 1.01 Mark Uncles University of New South Wales 1.02 Şebnem Burnaz İstanbul Technical University 1.03 Mark Uncles University of New South Wales 1.04 Michel Clement University of Hamburg 1.05 Robert Angell Cardiff University Business School 1.06 Nimet Uray İstanbul Technical University 1.07 Selime Sezgin Bilgi University Track 1 1.08 Li-Wei Mai University of Westminster 1.09 Natalie Neumann Ludwig-Maximilians University Munich 1.10 Eva Muenkhoff University of Paderborn 1.11 Matthias Spörrle University of Applied Management (UAM) 1.12 Patrick De Pelsmacker Antwerp University 2.01 Otto Andersen University of Agder 2.02 Jens Geersbro Copenhagen Business School 2.03 Ingmar Geiger Free University of Berlin 2.04 Thomas Ritter Copenhagen Business School Track 2 2.05 Fabrizio Zerbini ESCP - Europe 2.06 Thomas Ritter Copenhagen Business School 2.07 Nils Ommen Technische Universität Braunschweig 2.08 Andreas Eggert University of Paderborn EMAC Conference nd 42

59 Track Session Name Surname Affiliation Number 3.01 Marie Taillard ESCP Europe Business School 3.02 Caroline Wiertz Cass Business School, City University 3.03 Natalia Yannopoulou New Castle University 3.04 Vladimir Melnyk Carlos III University 3.05 Jonathan Deschenes HEC Montreal 3.06 Zeynep Arsel Concordia University 3.07 Luka Visconti ESCP Europe 3.08 Zeynep Arsel Concordia University 3.09 Martin Liu Nottingham University 3.10 Nilüfer Aydınoğlu Koç University 3.11 Caleb Warren Bocconi University Track 3 3.12 Nilüfer Aydınoğlu Koç University 3.13 Joachim Vosgerau Carnegie Mellon University 3.14 Arch Woodside Boston College 3.15 Handan Vicdan EM Lyon 3.16 Natalia Yannopoulou Newcastle University 3.17 Maud Derbaix Bordeaux School of Management (ESC) 3.18 Dennis Von Bergh Open Universiteit in the Netherlands 3.19 Matteo Corciolani University of Pisa 3.20 Wendy Spinks University of the Sunshine Coast 3.21 Lia Zarantonello IÉSEG School of Management 4.01 Nima Heirati Newcastle University 4.02 Luigi De Luca Cardiff University 4.03 Nimet Uray İstanbul Technical University 4.04 Birgül Küpeli Bahçeşehir University 4.05 Birgül Küpeli Bahçeşehir University Track 4 4.06 Selime Sezgin Bilgi University 4.07 Burç Ülengin İstanbul Technical University 4.08 Destan Kandemir Bilkent University EMAC Conference

nd 4.09 Susan E. Reid Bishops University 42 4.10 Patrick De Pelsmacker University of Antwerp 60 Track Session Name Surname Affiliation Number 5.01 Michael Chattalas Kean University 5.02 Carlos M. P. Sousa Durham University Business School 5.03 Şebnem Burnaz İstanbul Technical University 5.04 Paurav Shukla Caledonian University Business School Track 5 5.05 John Cadogan Loughborough University 5.06 Patrick De Pelsmacker University of Antwerp and Ghent University 5.07 George Balabanis Cass Business School, City University London 5.08 John Cadogan Loughborough University 6.01 Gabriel Levrini Pontifical Catholic University of Rio De Janeiro Track 6 6.02 Carlos M.P. Sousa Durham University Business School 6.03 Nimet Uray İstanbul Technical University 6.04 Durdana Ozretic-Dosen University of Zagreb 7.01 Joelle Lagier ESC - Rouen Business School 7.02 Javier Palacios Fenech Adolfo Ibáñez University 7.03 Sebastian Zenker Erasmus University Rotterdam / Track 7 ERIM 7.04 María José Sanzo University of Oviedo 7.05 Claas Christian Germelmann University of Bayreuth 8.01 Bert Weijters Vlerick Leuven Gent Management School Track 8 8.02 Jaap Wieringa University of Groningen 8.03 Mike Friedman UCL-MONS 8.04 Reto Hofstetter University of Lugano EMAC Conference nd 42

61 Track Session Name Surname Affiliation Number 9.01 Aarti Sood Aston Business School 9.02 George Balabanis Cass Business School, City University 9.03 Heli Aaltonen Mikkeli University of Applied Track 9 Sciences 9.04 Christian Bode Free University of Berlin 9.05 Sena Özdemir University of Essex 10.01 Rod Brodie University of Auckland 10.02 Kristian Müller Aalto University Track 10 10.03 Marie Taillard ESCP-Europe 10.04 Suzanne Beckmann Copenhagen Business School 11.01 Peter Verhoef University of Groenningen Track 11 11.02 Burç Ülengin İstanbul Technical University 12.01 Christof Boshoff Stellenbosch University 12.02 Javier Rodriguez-Pinto University of Valladolid 12.03 Raúl Pérez López University of Saragossa 12.04 Serap Atakan İstanbul Bilgi University 12.05 Christian Hildebrand University of St. Gallen 12.06 Raúl Pérez López University of Saragossa 12.07 Burç Ülengin İstanbul Technical University Track 12 12.08 Antonio Hyder Toulouse Business School 12.09 Stephan Dahl Hull University Business School 12.10 Mariola Palazon Murcia University 12.11 Tilo Halaszovich Bremen University 12.12 Nimet Uray İstanbul Technical University 12.13 Şebnem Burnaz İstanbul Technical University 12.14 Asuncion Hernandez Universitat de València EMAC Conference nd 42

62 Track Session Name Surname Affiliation Number 13.01 Ayşe Kocabıyıkoğlu Bilkent University 13.02 Skander Esseghaier Koç University Track 13 13.03 Nadia Abou Nabout Frankfurt University 13.04 Ayşe Kocabıyıkoğlu Bilkent University 14.01 Alper Özer Ankara University 14.02 Bjoern Asmussen Oxford Brookes University 14.03 Steffen Herm Technical University of Berlin 14.04 Catherine Viot Université Bordeaux IV 14.05 Alper Özer Ankara University 14.06 Claudia Simoes Open University Track 14 14.07 Akinori Ono Keio University 14.08 Selime Sezgin Bilgi University 14.09 Stavros Kalafatis Kingston University 14.10 Özge Özgen Dokuz Eylül University 14.11 Angela Bargenda ESCE International Business School Paris 15.01 Lars Meyer-Waarden Strasbourg III University and IAE Management School 15.02 Manfred Krafft University of Muenster Track 15 15.03 Helen Bruce Cranfield School of Management 15.04 Jan U. Becker Kühne Logistics University 15.05 Manfred Krafft University of Muenster 16.01 Skander Esseghaier Koç University 16.02 Şebnem Burnaz İstanbul Technical University Track 16 16.03 Kalliopi Chatzipanagiotou University of Glasgow 16.04 Michael Paul University of Augsburg 16.05 Gregory Bressolles Bordeaux Business School EMAC Conference nd 42

63 Track Session Name Surname Affiliation Number 17.01 Bülent Mengüç King’s College London 17.02 Paolo Guenzi SDA Bocconi School of Management Track 17 17.03 Edwin J. Nijssen Eindhoven University of Technology 17.04 Andras Bauer Corvinus University of Budapest 18.01 Sarah Van Oerle University of Antwerp 18.02 Carsten Erfgen Hamburg University 18.03 Daniel Wentzel RWTH Aachen University 18.04 Luk Warlop KU Leuven 18.05 Kemefasu Ifie Wales University Track 18 18.06 Sven Mikolon Ruhr University Bochum 18.07 Gielis Van Der Heijden Eindhoven University of Technology 18.08 Michel Rod Carleton Univeristy 18.09 Sokkha Tuy Auckland University 18.10 Ana Salazar Fernando Pessoa University 18.11 Isabelle Engeler University of St. Gallen EMAC Conference nd 42

64 Track Session Name Surname Affiliation Number 19.01 Claudia Costa New University of Lisbon 19.02 Manon Arcand University of Québec in Montréal 19.03 Evmorfia Argyriou University of Surrey 19.04 Stefan Roth Kaiserslautern Technical University 19.05 Onur Bodur Concordia University Track 19 19.06 Isabell Lenz Goettingen University 19.07 Catherine Janssen Louvain School of Management 19.08 Valéry Bezençon University of Neuchâtel 19.09 Zaid Obeidat Durham University Business School 19.10 Jaywant Singh Kingston University 19.11 Minoo Fahrangmehr University of Minho 20.01 John Roberts Australian National University 20.02 Enrique Bigne University of Valencia 20.03 Sven A. Haugland Norwegian School of Economics and Business Administration Track 20 20.04 İrem Önder Modul University Vienna 20.05 Carmela Bosangit Coventry University 20.06 Karin Teichmann University of Innsbruck 20.07 Enrique Bigne University of Valencia 21.01 Angela Paladino University of Melbourne Track 21 21.02 Kerri-Ann L. Kuhn Queensland University of Technology EMAC Conference nd 42

65 Session Chairs Special Interest Groups (SIG) Special Invited Sessions (SIS)

Track Session Name Name Surname Affiliation User Generated Content Tammo Bijmolt University of Groningen SIG 1 in E-commerce: Taking Thorsten Wiesel University of Münster the Next Step Sonja Gensler University of Münster Christoph Fuches Rotterdam School of Innovation through the SIG 2 Management Lens of Marketing Johann Fueller Innsbruck University Stakeholder Marketing: Paul Driessen Radboud University SIG 3 Systems, Organizations and Consumers Umut Konuş Eindhoven University of The Interconnected Technology SIG 4 Consumer Emma Macdonald Cranfield School of Management New insights into Ingrid Poncin Université Lille Nord de Psychophysiological France SIG 5 measures in Marketing Research Developments in Global Constantine Katsikeas University of Leeds SIG 6 Marketing Strategy David Langley TNO Netherlands Online Opinion SIG 7 Organisation for Applied Dynamics Scientific Research

Track Session Name Name Surname Affiliation SIS 1 Emerging Markets Koen Pauwels Özyeğin University SIS 2 Emerging Markets Klaus Wertenbroch University of Pennsylvania and INSEAD EMAC Conference nd 42

66 EMAC Conference nd 42

67 03. 26TH EMAC Doctoral Colloquium EMAC Conference nd 42

68 26th EMAC Doctoral Colloquium

The European Institute for Advanced Studies Students in these tracks have a good knowledge in Management (EIASM) and the European of the literature in their domain of study and Marketing Academy (EMAC) in collaboration clear research. They benefit from the colloquium with the İstanbul Technical University are by subjecting the positioning of their research organising the 26th Colloquium for doctoral to a critical review, refining their data collection students in marketing. The colloquium is held approach, and/or receiving suggestions for in İstanbul from Sunday, June 2 until Tuesday, translating their work into papers that can be June 4, 2013, immediately prior to the EMAC submitted to excellent journals. Conference 2013. The colloquium provides outstanding doctoral - Three tracks for students in an early stage of students in marketing who want to pursue a their dissertation process. Students in this track career in academics with an opportunity to have a (tentative) proposal for the topic they discuss their dissertation research with other want to study, the method they want to use, and doctoral students and leading academics in the the potential contribution. They benefit from field of marketing. All topics and methodological suggestions on how to focus and position their approaches within the broad field of marketing work. In addition there are faculty presentations will be considered. designed to help students plan and manage their The colloquium proceeds mostly in parallel tracks dissertation process. based on the topical and/or methodological angle of participants’ work as well as on the stage of the For both the beginners’ and the advanced tracks dissertation process. Students discuss their work the three different tracks are the following: with their fellow students and with three track faculty, who are renowned experts in the field. 1. Consumer Behaviour Next to the presentations by the students, there 2. Marketing Mix Instruments are plenary faculty presentations and group 3. Strategy and Internet discussions on issues such as: planning and managing a dissertation process, writing academic The doctoral colloquium is held in a collaborative, papers, getting research projects published, and open and friendly atmosphere. the job market and career planning. There are:

- Three tracks for students in an intermediate EMAC Conference or advanced stage of their dissertation process. nd 42

69 Chair: Marketing Mix Instruments: • Jaap E. Wieringa, Groningen University, Thomas Otter, Goethe University Frankfurt, Netherlands Germany • Tammo Bijmolt, University of Groningen, Netherlands Co-Chairs : • Koert van Ittersum , Georgia Tech, USA • Suzanne C. Beckmann, Copenhagen Business School, Denmark (Beginners’ track, Consumer Strategy and Internet: Behaviour) • Stefan Wuyts, Tilburg University, Netherlands • Arnaud de Bruyn, ESSEC Business School, • Ruud Frambach, Free University Amsterdam, France (Advanced track, Marketing Mix Netherlands Instruments) • Steven Seggie, Ozyegin University, Turkey • Koen Pauwels, Ozyegin University, Turkey (Advanced track, Strategy and Internet) • Stefano Puntoni, Rotterdam School Advanced tracks: of Management, Erasmus University, Netherlands (Advanced track, Consumer Consumer Behavior: Behaviour) • Stefano Puntoni, Rotterdam School • Jaap E. Wieringa, Groningen University, of Management, Erasmus University, Netherlands (Beginners’ track, Marketing Mix Netherlands Instruments) • Vicki Morwitz, NYU, USA • Stefan Wuyts, Tilburg University, Netherlands • Steven Sweldens, INSEAD, France (Beginners’ track, Strategy and Internet) Marketing Mix Instruments: Faculty: • Arnaud de Bruyn, ESSEC Business School, Beginners tracks: France • Arvind Rangaswamy, Penn State University, Consumer Behavior: USA • Suzanne C. Beckmann, Copenhagen Business • Ujwal Kayande, University of Alberta, School, Denmark Australia • Elizabeth Cowley, University of Sydney, Australia • Andrea-Gröppel-Klein, University of Strategy and Internet: Saarbrücken, Germany • Koen Pauwels, Ozyegin University, Turkey • Thorsten Hennig-Thurau , University of Muenster, Germany • Mirella Kleijnen, VU Amsterdam, Netherlands EMAC Conference nd 42

70 PARTICIPANTS KUPELI, Birgul (Bahçeşehir University, Turkey) Beginners track 1: Examination of Co-Production Process in Self- Consumer Behaviour Service Technologies: Linking Co-Production to Co-Creation of Value BAERT, Stefanie (Ghent University, Belgium) Receiving the Perfect Gift. From Yourself. Drivers MARTIN, Christian (University of Lausanne, and Consequences of Self-Gift Consumer Switzerland) Behavior. Causes and Consequences of Existential Anxiety in Consumers – Essays on Terror Management CRISAFULLI, Benedetta (Kingston Theory and Consumer Behavior University, U.K.) Customer Fairness Perceptions of Recovery POLYAKOVA, Alexandra (Bocconi Efforts: An Investigation Through the Lens of University, Italy) Counterfactual Thinking Do I Deserve or Not Deserve: Exploring Potential Consequences of Consumer Loyalty DAHM, Martin (RWTH Aachen University, and Entitlement Germany) Pressure from Behind in Queues - Reversal of the SIM, Ervin (The University of Adelaide, Number-of-People-Behind-Effect Australia) Perceptual Value: A Field Dependence- GRETRY, Anaïs (University of Liege – HEC, Independence Perspective of Consumer Belgium) Response to Advertising in the Online What is the Role of Brand Human Voice and Environment. Shared Values in Driving Consumer Engagement? A Social Media Perspective. SIRAY, Sibel (Free University of Berlin, HOGAN, Geraldine (University of Germany) Limmerick, Ireland) Combining Marketing Theory and Path ‘An In-Depth Exploration of Social Identity Dependence – Measuring and De-Locking Rigid Among Young People within the Context of Consumer Behavior Alcohol Consumption’ VASILEIOS, Davvetas (Vienna University, KALJA, Johanna (University of Vaasa, Austria) Finland) Consumer Regret in Global Versus Local Brand The Life Cycle of a Celebrity Brand - Case David Purchase Decisions Beckham EMAC Conference nd 42

71 Beginners track 2: LAGIN, Madelen (Dalarna University College, Marketing Mix Instruments Sweden) Marketing Mix Instruments: Price and Price ASCHE, Moritz (Free University of Berlin, Promotions Germany) Mobile Value-Added-Services Revisited which MOLNÁRNÉ KONYHA, Csilla (Miscolc Impact Has the Perceived Value from Mobile University, Hungary) Value-Added-Services to the Related Core Complex Modelling of Students’ Consumer Service? Behaviour in the Market of Tertiary Education

BRUNEAU, Virginie (Catholic University of POKORSKA, Joanna (Aston University, U.K.) Louvain, Belgium) Relationship Fading in the Context of Business- The Formation of Loyalty Program Image and its to-Consumer Relations Impact on Retailer’s Overall Image REHNEN, Lena-Marie (Munich Ludwig- CANUTO, Jaqueline (Lisbon University Maximilians University, Germany) Institute - ISCTE, Portugal) The Effect of Alternative Currencies on How Measurable Can Happiness Be? A Consumer Behavior: How the Source of Neuroscience Approach to a Scale Development Alternative Currencies Affects Its Usage for a New Construct of Happiness STANGL, Barbara (Vienna University of CHAWDHARY, Rahul (Kingston University, Economics and Business, Austria) U.K.) Are Cherry Pickers Brand Loyal? An Empirical Investigation of Customer Satisfaction-Pwom-Service Loyalty Link from WELZEL, Markus (University of Siegen, the Wom Sender’s Perspective in the Services Germany) Context. Adoption of Electric Vehicles – Evaluating Consumer Perception and Purchase Behavior DOLAN, Rebecca (The University of Adelaide, (Working Title) Australia) The Effectiveness of Interactive Media: A Study of Beginners track 3: Brand Communication and Consumer Response. Strategy and Internet

KORONAKI, Eirini (Athens University of CIUCHITA, Robert (Maastricht University, Economics and Business, Greece) Netherlands) Cross-Cultural Luxury Consumption and Impact “Stress Out and Carry On” Consumer Stress on Basic Brand Functions Stemming from Service Innovation EMAC Conference nd 42

72 DEKER, Johannes S. (University of SEN, Handan (Radboud University, Mannheim, Germany) Netherlands) Dissertation Project: Stakeholder Configuration Establishing Sustainable Relationships with for the Development of Service Innovation Consumers Across Cultures Output SIBAI, Olivier (Aston University, U.K.) KIRATLI, Nadine (Maastricht University, We Want Drama! The Effect of Online Conflict Netherlands) on Social Capital in Online Communities of Boosting Creativity in B2B Relationships: Consumption Conceptualizing Creative Engagement SIBUM, Marie (Free University of Berlin, LUDORF, Sebastian (Goettingen University, Germany) Germany) The Degree of Dispersion of Marketing Activities Efficient Coordination Mechanisms for the in B2B Organizations: Antecedents and Distribution of Products from Renewable Consequences Resources: A Transaction Cost-Based Analysis ZYLSTRA, Andrew (ESCP – Europe, France) PAPADAS, Karolos – Konstantinos (Athens Are Investors Consumers - Do Stockbroker University of Economics and Business, Brands Impact Investors? Greece) “Green Marketing Orientation: Antecedents & Advanced track 1: Consequences” Consumer Behaviour PETSCHA, Anne (Free University of Berlin, BOGAERTS, Tess (Ghent University, Germany) Belgium) Revisiting Business-To-Business Relationship Towards a Better Understanding of Evaluative Marketing: A Path Perspective on Determinants, Judgments: The Impact of Status Concerns, Drivers and Barriers to Change Social Comparisons, Goal Pursuit and Evaluation Difficulty on (Consumer) Behavior REINARTZ, Dominik (University of Mannheim, Germany) CONSIGLIO, Irene (Erasmus University Internal Commercialization Processes and Rotterdam / ERIM, Netherlands) Activities Abused and Faithful: Customer Entrapment in a Marketing Relationship SCEDROVA, Anna (Cardiff University Business School, U.K.) KREKELS, Goedele (Ghent University, Modelling the Explanatory Bases of Successful Belgium)

Strategic Innovation Models in Turbulent EMAC Conference

The More the Merrier? An Empirical nd

Environments: A Longitudinal Analysis Using 42 Investigation of Causes and Consequences of Project-Level Secondary Data Dispositional Greed 73 LANGMAACK, Ann-Christin (Hamburg CHEN, Bo (ESSEC Business School Paris, University, Germany) France) We Miss You - Winning Back Customers Consumer Creativity in Product Design: The Effects of Providing a Default Product on Idea LIU, Yuanyuan (ESSEC Business School Paris, Generation France) Unavailable Cake on the Menu: How Phantom ELSHIEWY, Ossama (Goettingen University, Compromise Alternatives Alter Indulgence Germany) Tendencies The Impact of Nutrition Labeling on Consumers Energy Intake and Retailers Revenues - A Study MOCANU, Ana (University of South With Supermarket Scanner Data Australia, Australia) The Effect of Prototypicality of Packaging Design HASSAN, Magda (University of Cambridge, on Consumers’ Choices U.K.) Why Do Some Microentrepreneurs Do Better OKYAY ATA, Lale (Koc University, Turkey) Than Others? The Role of Pricing Latitude in The Effect of Fear of Failure and Self Construal on Driving Performance Charitable Giving HONG, Sungtak (London University, U.K.) SAYIN, Eda (Koç University, Turkey) A Tempting Assortment: The Effects of Should We Always Avoid Incongruent Brand Assortment on Multicategory Purchase Incidence Extensions? - The Case of Vicarious Dissonance in the Context of Brand Attachment JAMSAWANG, Jutatip (Vienna University, Austria) STEINHOFF, Lena (University of Paderborn, Consumer Perceptions of Supermarket-Shelves: Germany) Using Mobile and Stationary Eye Trackers How Profound Is the Allure Of Endowed Status in Hierarchical Loyalty Programs? KRAEMER, Bettina (Mainz University, Germany) Relevant Marketing Based on Operational Advanced track 2: Databases, Surveys, Online Sources, and Social Marketing Mix Instruments Media Data – The Potential of Integrating External Information Sources into the Customer BRUNS, Katherina (ESCP - Europe Business Database: A Simulation Study Evaluating School Berlin, Germany) Different Sources by Means of their Specific Understanding Value-In-Use: A General Characteristics Approach for Measurement and a Context Specific Model EMAC Conference nd 42

74 MINNEMA, Alec (University of Groningen, OON, Elaine Yen Nee (University of Netherlands) Cambridge, U.K.) Stimulating Transactional and Non-Transactional When and Where Were You Born? The Influence Customer Loyalty. of Firms’ Founding Conditions on International Growth Advanced track 3: Strategy and Internet VILLARROEL ORDENES, Francisco (Maastricht University, Netherlands) Title Proposal: Boosting or Attenuating? The AYDIN, Zeynep (Erasmus University Linguistic Features of Sentiment Strength in Rotterdam / ERIM, Netherlands) Social Media Conversations Diffusion of Mobile Applications

BECKMANN, Julia (Augsburg University, Germany) The Impact of Channel Strategies on Firm Performance: An Analysis of the Moderating Influence of Firm and Market Conditions

EL KIHAL, Siham (Goethe University, Germany) Retailer Product Return Management: Combining Product and Customer Information to Maximize Profit

GEISTERT, David (Hamburg University, Germany) Movie Distribution in the Digital Channel: How Dynamic Pricing Strategies Can Boost Revenues

IOSUB, Daniela (University of Cologne, Germany) The Effect of Emotion in Online Media on Stock Market Performance

LAMEST, Markus (University of Dublin, Ireland) How and Why Do Managers Select and Utilize EMAC Conference

Marketing Metrics and Financial Metrics? nd 42

75 04. CONFERENCE PROGRAMME EMAC Conference nd 42

76 Overall Programme and Special Events

Date/Time Sessions Special Sessions Meetings Tuesday, 4 June 2013 09:00-10:30 Steering Committee 11:00-12:30 Meeting (D405) 14:00-15:30 EMAC Executive Registration (İTU Faculty of Job Market (D501) Committee Meeting Architecture, Taşkışla Campus) 16:00-17:30 (D401) 18:30-20:30 Welcome Reception (İTU Faculty of Architecture, Taşkışla Campus) Wednesday, 5 June 2013 08.00 Registration (İTU Faculty of Management, Maçka Campus) 08:30-09:00 Coffee Coffee Coffee Competitive Paper EMAC, KSMS & GAMMA 09:00-10:30 Sessions 1.1 - SIG 1 Joint Symposium 1- (D401) -Poster Session 1 10:30-11:00 Coffee Break Coffee Break Coffee Break Competitive Paper EMAC, KSMS & GAMMA 11:00-12:30 Sessions 1.2 - SIG 2 Joint Symposium 2- (D401) -Poster Session 1 Heads of Marketing 12:30-14:00 Lunch Lunch Forum (D402) Competitive Paper EMAC, KSMS & GAMMA Meet the Editors 1 14:00-15:30 Sessions 1.3 - SIG Joint Symposium 3 - (D401) (D402) 3-Poster Session 2 15:30-16:00 Coffee Break Coffee Break Coffee Break EMAC, KSMS & GAMMA Competitive Paper Joint Symposium 4- (D401) 16:00-17:30 Sessions 1.4 - Special Invited Session 1 Poster Session 2 (D301) 17:30-18:30 Job Market (D401) IJRM Board (D402) 18:30 Transportation to Social Event (Bosphorus Boat Trip) EMAC Conference nd 42

77 Date/Time Sessions Special Sessions Meetings Thursday, 6 June 2013 08.00 Registration (İTU Faculty of Management, Maçka Campus) 08:30-09:00 Coffee Coffee Coffee Competitive Paper 09:00-10:30 Sessions 2.1 -Poster Sessions 3 10:30-11:00 Coffee Break Coffee Break Coffee Break Competitive Paper EMAC Distinguished 11:00-12:30 Sessions 2.2 - SIG Marketing Scholar Award 4-Poster Sessions 3 2013 - (D401) EMAC Fellows 12:30-14:00 Lunch Lunch Meeting (D402) Competitive Paper Climber Community 14:00-15:30 Sessions 2.3 - SIG Meet the Editors 2 (D402) 1 (D402) 5-Poster Sessions 4 15:30-16:00 Coffee Break Coffee Break Coffee Break Competitive Paper Special Invited Session 2 Climber Community 16:00-17:30 Sessions 2.4 -Poster (D301) 2 (D402) Sessions 4 General Assembly 17:30-18:30 Job Market (D401) (C101) EMAC Conference nd 42

78 Date/Time Sessions Special Sessions Meetings Friday, 7 June 2013 08.00 Registration (İTU Faculty of Management, Maçka Campus) 08:30-09:00 Coffee Coffee Coffee Competitive Paper 2013 McKinsey Marketing 09:00-10:30 Sessions 3.1 - SIG 6 - Dissertation Award Poster Sessions 5 Presentations (D401) 10:30-11:00 Coffee Break Coffee Break Coffee Break 2013 McKinsey Competitive Paper Marketing 11:00-12:30 Sessions 3.2 - SIG 7 - Dissertation Award - Poster Sessions 5 Jury Decision Making (D403) Award Ceremony: Steenkamp Longterm Impact Prize/ The Susan P. Douglas Award for the Conference Best Paper on International Marketing/ 12:30-13:30 Best Paper Award for the IJRM/ Best Paper Award based on a Doctoral Dissertation/ MSI Best Papers Award in IJRM Special Issues / EMAC, KSMS & GAMMA Joint Symposium Best Paper Award (C101) 13:30-15:00 Lunch Lunch Competitive Paper 15:00-16:30 Sessions 3.3 16:30-17:30 Job Market (D401) 18:00 Transportation to Gala Dinner from Sultan Ahmet Congress Hotels Walking to Gala Dinner from the conference venue and from Taksim Square 18:30 (EMAC McKinsey Marketing Dissertation Award and EMAC Distinguished Marketing Scholar Award will be given at the Gala Dinner) 19:00 Gala Dinner (Hilton Convention Centre, Elmadağ/Harbiye) EMAC Conference nd 42

79 EMAC Conference nd 42

80 HOW TO READ PROGRAM

TRACKS OTHER SESSIONS 1 Advertising, Promotion and Marketing • SIG - Special Interest Group Communications 2 Business-to-Business Marketing and • SIS - Special Invited Session Networks 3 Consumer Behaviour • HMF - Heads of Marketing Forum 4 Innovation and New Product Development • ME - Meet the Editors 5 International and Cross-Cultural Marketing • IJRM - IJRM Board 6 Marketing in Emerging and Transition • JB - Job Market Economies 7 Marketing of Public and Non-profit • CCM - EMAC Climber Community Meeting Organisations 8 Marketing Research and Research • M Sc - EMAC Distingusihed Marketing Scholar Methodology Award Presentation 9 Marketing Strategy and Leadership • M Di - EMAC McKinsey Marketing Dissertation Award Presentation 10 Marketing Theory • M Fe - EMAC Fellows Meeting 11 Modeling and Forecasting • M Di J - EMAC McKinsey Marketing Dissertation Award Jury Decision Making Meeting 12 New Technologies and E-Marketing • KSMS - GAMMA-KSMS-EMAC Joint Symposium 13 Pricing and Financial Issues in Marketing • Stratx - MarkStrat Launch Case Session 14 Product and Brand Management 15 Relationship Marketing 16 Retailing, Channel Management and Logistics 17 Sales Management and Personal Selling 18 Services Marketing 19 Social Responsibility, Ethics and Consumer

Protection EMAC Conference nd

20 Tourism Marketing 42 21 Marketing Education 81 Place D201 D304 D303 D103 D102 D304 D302 D202 D304 D305 D501 D402 D501 D501 D504 D502 D403 D101 D505 D404 D404 D203 D503 D405 D403 D401 D301 D401 D403 D402 Track 1 1 2 3 3 3 4 5 6 7 8 9 10 11 12 12 13 14 15 16 17 18 19 20 21

Wednesday, 5 June 2013 Wednesday, 5 June 2013

09:00 - KSMS 1.1 1.2 2.1 3.1 3.2 4.1 5.1 8.1 12.1 14.1 16.1 18.1 19.1 20.1 SIG 1 10:30 1 11:00- KSMS 1.3 1.4 2.2 3.3 4.2 5.2 8.2 12.2 14.2 16.2 18.2 19.2 20.2 SIG 2 12:30 2 12:30- LUNCH LUNCH HMF 14:00 14:00- KSMS 1.5 2.3 3.4 Stratx 4.3 5.3 10.1 12.3 13.1 14.3 15.1 16.3 18.3 19.3 20.3 SIG 3 ME1 15:30 3 16:00- KSMS 1.6 2.4 3.5 4.4 5.4 10.2 12.4 13.2 14.4 15.2 16.4 18.4 19.4 20.4 SIS 1 IJRM 17:30 4 17:30- JB1 18:30 Thursday, 6 June 2013 Thursday, 6 June 2013 09:00 - 1.7 2.5 3.6 3.7 4.5 5.5 6.1 7.1 9.1 11.1 12.5 13.3 14.5 16.5 18.5 19.5 10:30 11:00- 1.8 2.6 3.8 3.9 4.6 5.6 6.2 7.2 9.2 11.2 12.6 14.6 17.1 18.6 19.6 SIG 4 M Sc 12:30 12:30- LUNCH LUNCH M Fe 14:00 14:00- 2.7 3.10 3.11 4.7 5.7 6.3 7.3 10.3 12.6 14.7 17.2 18.7 19.7 SIG 5 ME2 CCM1 15:30 16:00- 1.9 2.8 3.12 3.13 4.8 5.8 6.4 7.4 10.4 12.7 12.8 13.4 14.8 18.8 19.8 SIS 2 CCM2 17:30 17:30- JB2 18:30 Friday, 7 June 2013 Friday, 7 June 2013 09:00 - 1.10 3.14 3.15 4.9 6.4 7.5 9.3 10.4 12.09 12.10 14.9 15.3 17.3 18.9 19.9 20.5 21.1 SIG 6 M Di 10:30 11:00- M 1.11 3.16 3.17 3.18 4.10 8.3 9.4 12.11 12.12 14.10 15.4 17.4 18.10 19.10 20.6 SIG 7 12:30 Di J 12:30- Award Ceremony (C101) Award Ceremony (C101) 13:30 15:00- 1.12 3.19 3.20 3.21 8.4 9.5 12.13 12.14 14.11 15.5 18.11 19.11 20.7 21.2 16:30 17:30- JB3 EMAC Conference 18:30 nd

42 18:00 & Transportation to Gala Dinner (18:30 from Conference Venue - 18:00 from Sultan Ahmet) Transportation to Gala Dinner (18:30 from Conference Venue - 18:00 from Sultan Ahmet) 18:30 82 Place D201 D304 D303 D103 D102 D304 D302 D202 D304 D305 D501 D402 D501 D501 D504 D502 D403 D101 D505 D404 D404 D203 D503 D405 D403 D401 D301 D401 D403 D402 Track 1 1 2 3 3 3 4 5 6 7 8 9 10 11 12 12 13 14 15 16 17 18 19 20 21

Wednesday, 5 June 2013 Wednesday, 5 June 2013

09:00 - KSMS 1.1 1.2 2.1 3.1 3.2 4.1 5.1 8.1 12.1 14.1 16.1 18.1 19.1 20.1 SIG 1 10:30 1 11:00- KSMS 1.3 1.4 2.2 3.3 4.2 5.2 8.2 12.2 14.2 16.2 18.2 19.2 20.2 SIG 2 12:30 2 12:30- LUNCH LUNCH HMF 14:00 14:00- KSMS 1.5 2.3 3.4 Stratx 4.3 5.3 10.1 12.3 13.1 14.3 15.1 16.3 18.3 19.3 20.3 SIG 3 ME1 15:30 3 16:00- KSMS 1.6 2.4 3.5 4.4 5.4 10.2 12.4 13.2 14.4 15.2 16.4 18.4 19.4 20.4 SIS 1 IJRM 17:30 4 17:30- JB1 18:30 Thursday, 6 June 2013 Thursday, 6 June 2013 09:00 - 1.7 2.5 3.6 3.7 4.5 5.5 6.1 7.1 9.1 11.1 12.5 13.3 14.5 16.5 18.5 19.5 10:30 11:00- 1.8 2.6 3.8 3.9 4.6 5.6 6.2 7.2 9.2 11.2 12.6 14.6 17.1 18.6 19.6 SIG 4 M Sc 12:30 12:30- LUNCH LUNCH M Fe 14:00 14:00- 2.7 3.10 3.11 4.7 5.7 6.3 7.3 10.3 12.6 14.7 17.2 18.7 19.7 SIG 5 ME2 CCM1 15:30 16:00- 1.9 2.8 3.12 3.13 4.8 5.8 6.4 7.4 10.4 12.7 12.8 13.4 14.8 18.8 19.8 SIS 2 CCM2 17:30 17:30- JB2 18:30 Friday, 7 June 2013 Friday, 7 June 2013 09:00 - 1.10 3.14 3.15 4.9 6.4 7.5 9.3 10.4 12.09 12.10 14.9 15.3 17.3 18.9 19.9 20.5 21.1 SIG 6 M Di 10:30 11:00- M 1.11 3.16 3.17 3.18 4.10 8.3 9.4 12.11 12.12 14.10 15.4 17.4 18.10 19.10 20.6 SIG 7 12:30 Di J 12:30- Award Ceremony (C101) Award Ceremony (C101) 13:30 15:00- 1.12 3.19 3.20 3.21 8.4 9.5 12.13 12.14 14.11 15.5 18.11 19.11 20.7 21.2 16:30 17:30- JB3 18:30 EMAC Conference nd

18:00 & 42 Transportation to Gala Dinner (18:30 from Conference Venue - 18:00 from Sultan Ahmet) Transportation to Gala Dinner (18:30 from Conference Venue - 18:00 from Sultan Ahmet) 18:30 83 05. AWARDS EMAC Conference nd 42

84 EMAC Distinguished Marketing Scholar Award 2013

Thursday, 6 June 2013 / 11:00 - 12:30 / Room: D401

EMAC is proud to present the EMAC Distinguished Marketing Scholar 2013.

Professor Jan-Benedict Steenkamp of the University of North Carolina at Chapel Hill

This annual award is designed to be the highest honor that a marketing educator who has had extensive connections with EMAC (The European Marketing Academy) can receive. The two main criteria for the award are: (1) Outstanding marketing scholarship as reflected in extensive, impactful research contribu- tions and (2) Outstanding contributions to the European Marketing Academy.

Professor Jan-Benedict Steenkamp will present a lecture at a special session on June 6 at 11.00 – 12.30 in Room D401 entitled as “How Global Brands Create Firm Value”.

How Global Brands Create Firm Value Brands are the lifeblood of companies. Therefore, most marketing activities, ranging from new product development to advertising, and distribution strategies are geared toward building strong brands. And for good reason as strong brands bring multiple important strategic benefits to companies, including higher market share, increased customer loyalty, ability to earn higher profit margins, greater channel power, and reduced sensitivity to competitive attacks. Hence it is not surprising that issues related to brand strategy have been part of the Marketing Science Institute’s list of top research priorities since the late 1980s. A second area of rapidly increasing research interest has been international marketing. Again, academic research interest closely parallels what is top of mind of companies. In a world char- acterized by rapid globalization, a purely local (domestic) view no longer serves internationally operating companies. Moreover, while in the past, it might have been sufficient to study market- EMAC Conference nd 42

85 ing theories and issues on a purely domestic basis, typically using the U.S. as testing ground, such an approach is no longer satisfactory in today’s world (Burgess and Steenkamp IJRM 2006, Steenkamp JM 2005). In this presentation, I will focus on the intersection between these two important areas of aca- demic research and managerial practice, viz., how global brands create firm value. As recently stated by Ozsomer et al. (IJRM 2012, p. 1): The globalization of markets has put global brands on the center stage…. As the economic clout of global brands increases decisions about their de- velopment, measurement, and strategic management become of paramount importance.” Glo- bal brands make eminent strategic sense in a globalized world where brands continue to be the primary vehicle through which companies connect with customers. I will organize the analysis around a new conceptual framework, the Global Brand Value Chain. I will identify key unresolved issues that hopefully provide an impetus for future research. EMAC Conference nd 42

86 EMAC McKinsey Marketing Dissertation Award

Friday, 7 June 2013 / 09:00 - 10:30 / Room: D401

A new generation of marketing experts is developing the theories and tools that will shape the future of our field. The Marketing Dis¬sertation Award, initiated by EMAC and McKinsey & Company, recognizes and encourages this emerging talent. This distinguished award is being presented in 2013 for the fifth time and will be given annually.

The top three finalists are honored with cash prizes: 1st Place: €7,000 2nd Place: € 3,000 3rd Place: € 1,000

The three finalists selected are:

Nadia Abou Nabout, Goethe University Frankfurt PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine Advertising This article reports on a large-scale implementation of marketing science models to solve the bidding problem in search engine advertising. In cooperation with the online marketing agency SoQuero, the authors developed a fully automated bidding decision support system, PROSAD (profit optimizing search engine advertising), and implemented it through the agency’s bid man- agement software. The PROSAD system maximizes an advertiser’s profit per keyword without the need for human intervention. A closed-form solution for the optimized bid and a newly de- veloped “costs per profit” heuristic enable advertisers to submit good bids even when there is significant noise in the data. An experiment demonstrates that PROSAD increases the return on investment by 21 percentage points and improves the yearly profit potential for SoQuero and its clients by 2.7€ million. EMAC Conference nd 42

87 Millie Elsen, Tilburg University ‘Attitude Formation During Ad Exposure: Effects of Typical, Mystery, and False Front Ads’

Thin and Thicker Slices: How Advertising Effectiveness Depends on Exposure Duration. Consumers are exposed to rising numbers of ads for which they have falling amounts of time. This poses a serious challenge for advertisers and ad agencies who want to engage consumers with their ads, create positive impressions, and build memory for their ads and brands. The bulk of ads in crowded media such as magazines, the Internet and outdoor media receive only a quick glance. And even if people decide to stop and look, attention is only a few seconds at most. Yet, whereas much is known about ad processing and effectiveness after long exposures of 10 or 20 seconds or more and after extremely brief exposures up to 30 milliseconds, surprisingly little is known about what happens in between these two extremes. This dissertation aims to contribute to closing this knowledge gap. It examines ads that differ in the extent to which they are repre- sentative (typical) for the advertised product category. Three empirical chapters demonstrate the decisive role that exposure duration plays in attitude and memory effects of typical and atypi- cal ads, even within the range of a few seconds.

Anne Ter Braak, Tilburg University ‘Private-Label Production Implications: How the Identity of the Once Faceless Supplier Matters’ Many national-brand (NB) manufacturers struggle with the strategic decision to produce private labels (PLs) or not, but empirical research is lacking. This dissertation provides evidence for one of the acclaimed benefits of PL production, namely that NB manufacturers assume that it will create retailer goodwill. NB manufacturers involved in such practice for a discounter are better able to procure shelf presence for their NBs. Moreover, one of the drawbacks of PL production, i.e. that a retailer would squeeze the NB manufacturers, is rejected given that NB manufacturers involved in PL production are able to leverage higher PL wholesale prices than their dedicated PL counterparts. Retailers also struggle with their lack of knowledge on the preferable PL supply conditions. This research shows how they can improve the margins realized on their PLs by care- fully monitoring their sourcing decisions.

The finalists will present at a special session on Friday, June 7 at 09.00 – 10.30 in Room D401 EMAC Conference nd 42

88 EMAC Conference nd 42

89 06. SIG, SIS AND KSMS EMAC Conference nd 42

90 Special Interest Groups (SIG)

SIG 1 - User Generated Content in E-commerce: Taking the Next Step

Wednesday, 5 June 2013 / 09:00 - 10:30 Room: D301 Session Chairs: Tammo Bijmolt, University of Groeningen Thorsten Wiesel, University of Münster Sonja Gensler, University of Münster

During the advent of e-commerce, online retailers’ websites content is partially created by cus- tomers who write product reviews or raise questions (i.e. User Generated Content). Previous research examined the effect of UGC on sales and explaining UGC dynamics. This SIG contrib- utes to UGC knowledge by providing the next step in understanding UGC effects and useful- ness. The first paper provides empirical generalizations of UGC’s effect on sales. The second paper studies the effect of UGC on product returns. Paper three improves our understanding of the knowledge that can be derived from UGC by studying linguistic features. Finally, paper four explores when online content such as viral ads becomes valuable both for consumers and brands being advertised. Overall, the papers in this SIG provide a nice overview about the status quo as well as avenues for future research.

The Business Value of User Generated Content: A Meta-Analytic Review Ana Babic, HEC Paris Kristine de Valck, HEC Paris Francesca Sotgiu, HEC Paris

The constantly growing amount of User Generated Content (UGC), like online reviews and

Twitter channels, has been significantly impacting the way consumers make purchase decisions, EMAC Conference nd

with UGC becoming a primary influence. Not surprisingly, the number of related research 42

91 endeavors seems to be growing as well, going from only a few hundreds of articles between 2001 and 2006 (36 of which in academic journals), to a whopping 1579 articles published since 2007 (458 of which are in academic journals). Although most of the empirical studies establish a significant monetary effect of UGC, there is disagreement on what drives this effect. While some researchers found evidence that the number of online reviews can predict product sales, others claim that the main predictor is not the volume of UGC, but rather its valence, variance, or dispersion. We conduct a meta-analytic review of the extant academic studies and working papers that looked at the effect of UGC on sales to shed new light on the effects and moderators of UGC. We investigate whether the effect of UGC varies across time, product categories (e.g., search vs. experience goods), or platforms (e.g., Twitter vs. Amazon review). While doing so, we control for potential confounding effects of various methodological choices, such as the spatial and temporal data aggregation levels, endogeneity, as well as the different operationalizations and analyses of UGC measures. Preliminary analyses of more than 450 effect sizes show considerable differences in the impact of UGC on sales across time, with the effect being more pronounced in more recent years, and when the volume of UGC messages are considered, rather than their variance. We observe stronger positive effects when 1) UGC volume is measured as “the total cumulative volume of consumer reviews” (while weaker effects are linked to “the number of reviews”), 2) valence is measured as “the number of positive (or negative) blogs for the product per time period, relative to the number of neutral blogs”, and 3) on marketer-generated sites (in particular, Amazon.com), versus third-party sites (such as Yahoo! Movies and Ratebeer.com). We conclude with a list of exciting avenues for future research in the area of UGC. party sites (such as Yahoo! Movies and Ratebeer.com). We conclude with a list of exciting avenues for future research in the area of UGC.

Keywords: User Generated Content, online reviews, meta-analytic review

Take It or Leave It: The Effect of User Generated Content on Product Returns Alec Minnema, University of Groeningen Tammo Bijmolt, University of Groeningen Sonja Gensler, University of Münster Thorsten Wiesel, University of Münster

In the internet marketplace, product returns are a severe and expensive problem. Nearly all product returns are not caused by product defects but by dissatisfaction of customers during the EMAC Conference

nd post-purchase inspection. Previous research paid little attention on the effect of product infor-

42 mation on the return probability. An important source of product information is User Generated

92 Content (UGC). Prior work in marketing has mainly focused on the positive impact of UGC on product sales as well as the generation of UGC. In this paper, utilizing a unique data set that includes all transactions and multiple forms of UGC for 22 product categories, we build a dis- crete-choice model to study the effect of UGC on product return decisions. UGC will affect the probability to return as a result of its effect on the level and certainty of product expectations. The forms of UGC we examine are product reviews and Questions and Answers (Q&A). We find that an increase in the number of product reviews lowers the return probability due to reduced uncertainty. An increase in the valence of the product reviews lifts the probability to return as a consequence of a higher disconfirmation of expectations. An unexpected finding is that ques- tions, independent of whether they are answered or not lifts the probability that the product will be returned. This paper demonstrates how UGC effects go beyond the moment of purchase but also affect the post-purchase decision to return or keep the product.

Keywords: User Generated Content, expectations, post-purchase

Boosting or Attenuating? The Llinguistic Features of Sentiment Strength in User Generated Content Francisco Villarroel, Maastricht University Ko de Ruyter, Maastricht University Martin Wetzels, Maastricht University Dhruv Grewal, Babson College Stephan Ludwig, Maastricht University

As markets have been labeled as conversations and consumer-to-consumer communications have been recognized as a dominant force in driving consumer patronage, companies are facing the challenge of having to resort to a new generation of performance metrics that provides guid- ance in a social commerce environment. With respect to this, sentiment analysis of text-based User Generated Content (UCG) has become an increasingly popular way of staying in touch with customers. The viability of sentiment analysis as a performance metric, however, has been seriously questioned due to its limited predictive ability in assessing diverging degrees of positive and negative sentiments embedded in large and diverse volumes of online textual conversations. In this study, we advance automated text-mining modeling, based on linguistic theory, to deal with aforementioned issues. On the basis of emergent theorizing on speech acts, we zoom in on how linguistic style elements -modal and relational meaning- can boost or attenuate sentiment expression in online customer reviews. The modality of sentiment is accounted for by consider- EMAC Conference nd ing arousal intensity of affect-laden words. Moreover, commonalities of linguistic style elements 42

93 on the basis of function words, such as pronouns, tenses and word interlinks (patterns) reflect conversants’ alliance or relational closeness to a consensual style of interaction. This is referred to as linguistic style matching. We test our theory-based predictions by examining more than 100.000 reviews across a range of 8 different product/service categories. The empirical results show that adding aforementioned linguistic elements increases the predictive ability of a senti- ment classification model of customer online reviews, allowing firms to develop better quantita- tive metrics from online textual information. Finally, we corroborate our approach in sampled Facebook and Twitter conversations. Theoretical and managerial implications are discussed.

Keywords: User Generated Content, automated text-mining, linguistic elements EMAC Conference nd 42

94 SIG 2 - Innovation through the Lens of Marketing

Wednesday, 5 June 2013 / 11:00 - 12:30 Room: D301 Session Chairs: Christoph Fuches, Rotterdam School of Management Johann Fueller, Innsbruck University

This Special Interest Group aims to bridge two disciplines – innovation and marketing. The first paper investigates how innovations in the fashion industry are shaped. The second paper sheds light on business model innovations – the authors provide a social identity account that explains consumers’ preferences for products of user- versus designer-driven firms. The third paper investigates how companies can optimally design and implement grassroots innovation programs. The last paper focuses on packaging innovations – through three experiments, the authors develop a model that has valuable implications for product packaging design. The plan is to use the presentations as a springboard for discussions with the audience about the marketing and innovation interface – an underexplored area that holds great promise for important theoretical and substantive advances. The discussion will be introduced and facilitated by the discussant. We are very pleased that Johann Fueller has agreed to be the discussant. Prof. Fueller has a unique perspective on the interface between marketing and innovation, being both a marketing professor with an impressive publication record and the CEO of a successful innovation consultancy.

The Effect of Critical Evaluation on Aesthetic Innovation: Debunking the Myth of Designer as Dictator Joseph C. Nunes, Marshall School of Business, University of Southern California Xavier Dreze, Marshall School of Business, University of Southern California Paola Cillo, SDA Bocconi School of Management, Bocconi University Irene Scopelliti, SDA Bocconi School of Management, Bocconi University

In fashion, innovation is reflected by how and how much styles change. Elite designers claim to be the only force shaping fashion innovation season by season, yet each season, fashion

critics vet the new collections these designers introduce, assessing what is original as opposed EMAC Conference nd

to reworked and uninspired. Despite designers’ claims to be impervious to this criticism, 42

95 in this research we document how aesthetic innovation, vis-à-vis the styles premier design houses introduced each season, is impacted by critics’ assessments of designers’ past work. Our data, which include 61 measures detailing the styles introduced by 38 prestigious Italian and French design houses over a nine-year period, suggest designers move further away from styles reviewed less favorably while adhering more closely to styles reviewed more positively. Additionally, the styles a designer introduces are shown to depend on critical assessments of competing designers’ styles, revealing how design houses attend to each other’s work. This work documents how the evolution of style over time depends on fashion critics’ feedback, effectively debunking the myth of influential designer as fashion dictator.

Keywords: Aesthetic Innovation, Fashion, Style

Why Consumers Prefer Products of User-Driven Firms: A Social Identity Account Christoph Fuches, Rotterdam School of Management Martin Schreier, WU Vienna

Companies are increasingly drawing on their user communities to generate promising ideas for new products which are then marketed to the broader consumer market. In its most extreme form, it is not designers but rather users that permanently drive ideation and design tasks for these firms. In the course of five studies, we find that non-participating, observing consumers prefer to buy from user- rather than designer-driven firms due to a newly identified social identity account. As consumers are also users, they activate their user identity which stimulates feelings similar to the ones experienced by participating users. Specifically, consumers feel elevated levels of self-esteem triggered by user-driven firms. This self-esteem boost further mediates higher levels of company identification which ultimately helps to explain consumers’ preference for user-driven firms. The findings indicate that fostering a user-driven business model might help firms to increase their market share beyond any mere effects stemming from more objective, innovation-related arguments. We also identify important contingency factors: The openness of the firm’s business model, its size, and consumers’ skepticism towards the firm’s underlying motives all moderate consumers’ preference for user-driven firms.

Keywords: Social Identity, user-driven firms, company identification EMAC Conference nd 42

96 Streamlining Grassroots Innovation in Large Firms Nuno Camacho, Erasmus University Stefan Stremersch, Erasmus University

Innovation and strategy scholars have recently converged around the notion that grassroots innovation - i.e. new business ideas that arise from employees in several corners of an organization – is an organic and sustainable source of innovation. Yet, there is very little research on how companies can optimally design and implement grassroots innovation programs (GIPs). In this paper, we offer a conceptual and theoretical framework to help firms structure GIPs. In a typical GIP, employees’ ideas are filtered and a final subset is presented to a group of selected managers and outsiders (the jury) who decides which ideas to fund and which to drop. Building on psychological theory, we make predictions about how different requirements made to employees participating in GIPs (e.g. how to form teams, or which information to present in their business plans) interfere, in a systematic manner, with participants’ performance (e.g. probability of getting their business idea funded, intrinsic motivation for innovation, morale, etc.). We test our predictions using a realistic laboratory experiment with high internal and external validity. We also discuss implications of our findings for firms willing to start designing their own GIPs.

Keywords: Grassroots Innovation, intrinsic motivation, laboratory experiment

The Additive Change Heuristic: A Model to Predict Consumers’ Package Size Impressions and Manage Packaging Design Nailya Ordabayeva, Rotterdam School of Management Pierre Chandon, INSEAD

Packaging innovation has become a critical issue for marketers. In particular, economic stagnation, rising commodity costs, and concerns about overconsumption have made choosing the right package size and shape more important than ever. After decades of focusing on supersizing, many marketers are now reducing package size and changing package shape. But these package innovations are risky because they are very expensive (due to the empirical tests required to choose the best packaging strategy) and often generate unpredictable consumer EMAC Conference response. In this context, it is important to understand how consumers perceive and respond nd to the changes in package size and shape in order to effectively predict and manage their 42

97 perceptions and preferences for these changes without expensive empirical tests. To help achieve this, we develop a new “additive change” model of size perception, which argues that people add, instead of multiplying, changes in the height, width, and length of products to compute the change in product volume. This simple model does not require any data. Three lab experiments show that it accurately predicts consumers’ size impressions and preferences across a variety of contexts: when products are supersized or downsized; when one, two, or all three dimensions change in the same direction; when one dimension is elongated while the other two are reduced; when attention is high or low; and when people are weighing the product by hand. A field study (conducted with the help of a major consumer goods marketer) demonstrates the practical value of the model by testing its recommendations about package designs that can completely disclose or hide product downsizing in the context of real consumers’ preferences for actual packs. The results have important implications for policy makers, who wish to reduce overeating, and marketers, who need to accommodate for rising commodity costs while keeping a low price point.

Keywords: Packaging Design, Heuristic, “additive change” model

SIG 3- Stakeholder Marketing: Systems, Organizations and Consumers

Wednesday, 5 June 2013 / 14:00 - 15:30 Room: D301 Session Chairs: Paul Driessen, Radboud University Bas Hillebrand, Radboud University

To better understand “marketing in an interconnected world”, the concept of stakeholder marketing has been introduced. Stakeholder marketing refers to marketing in which value is created for all relevant stakeholders. While the importance of stakeholder marketing has been established in the literature, its underlying mechanisms remain to be explored. The goal of this SIG is to outline three different approaches for such an exploration. The first contribution studies stakeholder systems as a whole, and focuses on the social dynamics within a system. The second contribution studies capabilities that are required for stakeholder marketing in an innovation EMAC Conference nd context. The third contribution studies consumer attitudes toward stakeholder marketing. 42

98 Wine Worlds: A Cultural Approach of the Shared Meanings between a Firm and Its Stakeholders Ashlee Humphreys, Northwestern University Gregory Carpenter, Northwestern University

Stakeholder theory argues that the firm should grant simultaneous attention to all legitimate stakeholder interests, not simply the interests of a particular group such as customers or shareholders. However, balancing the interests and knowledge of multiple stakeholders is a complex problem. To stakeholder theory, we offer a cultural approach to considering the shared meanings and understandings between a firm and its stakeholders. Why do gaps between stakeholder values exist? How do differences emerge? To answer these questions, we conducted an ethnographic study of four stakeholder groups in the wine market: consumers, wine makers, wine marketers and critics. Based on 40 depth interviews and participant observation, we find that each group is structured according to internal social dynamics, share different vocabularies, and have different perceptions of value. In essence, consumers and producers play two different status games, each of which is overseen and influenced by critics and marketers. On the one hand, consumers – novices, collectors, and socializers – are concerned with learning and distinction. Even the hedonic and ritualistic aspects of consumption are folded into the distinction-making practices and the internalization of class taste. Producers, on the other hand, are concerned with the esteem of their peer institutions and the ratings of critics. They value aristocratic values such as tradition, reputation, and glory. From this study, we learn how status circulates amongst consumers in a market system where firms and critics, and not necessarily other consumers, lead taste-making.

Keywords: Stakeholder theory, wine market, ritualistic aspects

Stakeholder Co-Creation Capabilities: Their Microfoundations and Impact on Knowledge Creation During the Innovation Process Kande Kazadi, University of Antwerp Dominik Mahr, Maastricht University Annouk Lievens, University of Antwerp

Stakeholder marketing takes marketing beyond customers and consumers and posits that EMAC Conference marketing should create value for a wider range of a firm’s stakeholders. Academic and business nd 42

99 literature have shown that addressing the needs of multiple stakeholders can lead to better insights, revenues and profits for the firm. Likewise, the simultaneous involvement of different types of stakeholders during the innovation process can enable the buildup of valuable knowledge for the firm. Previous research has delineated a set of capabilities that firms require to manage stakeholder co-creation during the innovation process. However, there is little empirical evidence that links these capabilities to the generation of valuable, innovation-related, knowledge for the firm. Additionally, the business- and academic world have called for insight beyond collective- level capabilities, arguing for a consideration of lower level processes and individual features. Using a sample of over 100 European firms, this research verifies the impact of six stakeholder co-creation capabilities on the generation of various types of innovation-related knowledge. This knowledge may advance a focal firms’ existing product innovation competences while simultaneously developing new competences. Additionally, using a hierarchical linear modeling approach, we explore the impact of each capability’s underlying routines and individual skills. By including these microfoundations in our analysis, we gain insight in the metaphorical black box of firm-level capabilities. Overall, our study contributes to the identification, measurement and impact of the capabilities that enable the generation of valuable knowledge with stakeholders during the innovation process.

Keywords: stakeholder , co-creation, innovation-related knowledge

When Stakeholder Marketing Feels Right: Regulatory Fit and Consumer Attitudes Johan van Rekom, Erasmus University Guido Berens, Erasmus University Sankar Sen, City University of New York

Companies are increasingly communicating to consumers about their activities aimed at managing relationships with other stakeholders, such as reducing their environmental footprint or sponsoring local schools. However, in some cases consumers do not consider such stakeholder marketing activities as fitting or appropriate for the brand, leading to negative reactions and potential damage to the brand’s image. In order to prevent such damage, an important question is why consumers see some activities as fitting with a brand, and others as not fitting. A potential reason for fit between a brand and its stakeholder marketing activities that so far has been overlooked in the literature is regulatory fit, i.e. an overlap in the types of goals that the brand EMAC Conference

nd and the activities are aimed at. Specifically, both brands and stakeholder marketing activities can 42 either primarily be aimed at achieving good things (promotion focus), or at avoiding bad things

100 (prevention focus). For example, medicines are usually aimed at preventing bad things (disease), whereas snack food is usually aimed at achieving good things (enjoyment). Similarly, in the area of stakeholder marketing, activities to reduce CO2 emissions are aimed at preventing bad things (global warming), whereas activities to improve education in developing countries are more aimed at achieving good things (success, happiness). This study hypothesizes that when there is a high regulatory fit between brands and their stakeholder marketing activities (i.e. when both are either aimed at preventing bad things or at promoting good things), this positively affects consumer reactions to these activities. This hypothesis is tested in a laboratory experiment.

Keywords: stakeholder marketing, regulatory fit, laboratory experiment

SIG 4 - The Interconnected Consumer

Thursday, 6 June 2013 / 11:00 - 12:30 Room: D301 Session Chairs: Umut Konuş, Eindhoven University of Technology Emma Macdonald, Cranfield School of Management

An overarching challenge in contemporary marketing practice is to go beyond the dyadic relationship between firm and consumer to an understanding of the consumer’s broader social and technological context. This special session explores the managerial relevance of three promising perspectives on this challenge - multichannel customer behaviour, consumer practice theory, and identity theory – through reports on three collaborative projects with marketing practitioners. The first paper examines how consumer practices learned with competitor channels translate into new channel adoption. The second considers how social practices embody not just behaviours but also meanings, drawing implications for the induction of new customers. The third explores how identities, too, are intertwined with social context in the home and in wider society, and how identity conflict can reduce consumer value. The session concludes with a plenary discussion of how research and practice can best be aligned on understanding and managing the interconnected consumer. EMAC Conference nd 42

101 Interconnected Channels: Competitive Cross-Channel Effects of The- In troduction of a New Online Channel Jing Li, Eindhoven University of Technology Umut Konuş, Eindhoven University of Technology Fred Langerak, Eindhoven University of Technology Mathieu C.D.P. Weggeman, Eindhoven University of Technology

“The introduction of new, multiple channels on online platforms makes the retail environment increasingly competitive. Customers switch among multiple channels offered by different firms in the same industry, so their multichannel shopping behavior with one firm depends on the channels offered by its competitors. This paper is the first to investigate the impactsof customers’ past and current use of competitors’ channel offerings on the channel choice for a firm, and the effects of online channel adoption on firm competition, using eight yearsof customer panel data related to purchases from 10 multichannel home décor retailers. We employed a bivariate probit model to determine a customer’s firm and a bivariate probit model with sample selection to model the channel choice with the focal firm. We designed two panel regression models with sample selection to determine the average order size per transaction conditional on a purchase from the focal firm or a purchase from competitors in a month. The model tests reveal that customers’ use of competitors’ online and catalog channels drive them to a newly introduced online channel offered by a focal firm. The multichannel customers who had online and offline shopping experience are more likely to use thenew online channel. Moreover, customer adoption and use of the new online channel increase purchase incidence for both the focal firm and the industry, and reduce purchase incidence with competitors. Over time, customers engage in more purchases throughout the industry after the new online channel introduction. We suggest that managers consider the effects of competitors’ channels on customer shopping behavior when introducing a new channel and use the new channel to attract new customers and customer purchase from competitors.

Keywords: multi-channel retailing, e-commerce, channel migration EMAC Conference nd 42

102 Interconnected Identities: Enduring Identity Conflict in the Household Helen Bruce, University of Buckingham Emma Macdonald, Cranfield School of Management

Voted among the funniest jokes at the 2012 Edinburgh Festival, the line “you know you’re working class when your TV is bigger than your bookcase” reflects a powerful cultural stereotype: that lovers of television occupy a lower social class than those who prefer more status-imbuing pastimes. Perceptions of social class membership constitute part of consumers’ desired self-identity, the maintenance of which is continuously pursued via congruent consumption. The influence of self-identity on consumption behaviour is complex, as multiple identities require negotiation in the achievement of overall identity coherence. Further complexity arises from customer network influences, as consumers manage overlapping identities at individual, relational and collective levels. These complex influences result in identity conflict, in which consumption supports desired and undesired identities simultaneously, or necessitates a choice between multiple desirable identities. Despite this complexity of effect, studies of self-identity have focussed predominantly on individual-level studies within purchase decision-making scenarios. Network-oriented studies are limited in number and focus purely on product choice. There is a need, therefore, for investigation into self-identity conflict as it arises among customer networks within an ongoing consumption context. This research addresses this need by examining identity conflict within families arising from paid-for TV consumption. Our data reveal social class 3 perceptions as a rich source of identity conflict. Class-related conflicts are identified within and between family members, implying that identity conflict endures after product purchase. Conflict resolution is observed as involving adjusted TV consumption, highlighting the concurrent creation and resolution of identity conflict within a specific context. Unresolved identity conflict is also observed, which - along with resolution behaviours - has a potentially detrimental impact on relationship value. Implications for relationship marketing practice include the need for increased attention to identity issues to reduce conflict, to support resolution, and to prevent relationship value destruction.

Keywords: self-identity, identity conflict, social class EMAC Conference nd 42

103 Interconnected Practices: How Meaning Can Be Lost in Translation Carol Kelleher, University College Cork Joe Peppard, University College Cork Hugh Wilson, Cranfield School of Management

Services marketing scholars and practitioners have conceptualised value co-creation – tacitly or explicitly - as a set of collaborative processes which the firm guides the customer through, as if providing a musical score. This process perspective alone does not address the issue of whether participants’ value perceptions, akin to the interpretation of the score, may also involve collaboration. This paper argues for a greater consideration of the wider socio-cultural context from which value emerges, through a synthesis of the phenomenological view of value with a practice perspective. Framed by a relational constructionist approach, the study explores how multiple participants – musicians, conductors, audience members, and staff – experience value co-creation during 47 orchestral, educational and outreach events facilitated by the London Symphony Orchestra. Participant narratives were collected using 47 depth interviews, 375 short interviews, and non-participant netnography. The study reveals that value emerges from the shared understandings between participants – whether suppliers or customers – through a multiplicity of value co-creation practices. These practices sustain the sacred on behalf of participants and frame their experiences of value. Co-creating value therefore requires service organisations to deconsecrate practice, or as it were open up the score, for novice participants; specifically, to share the understandings embedded in such practices and not just the procedures – not just how-to-act but also how-to-interpret. The paper concludes with a proposed refinement of SD logic’s FP10: namely, that value is both socially constructed and intersubjectively and phenomenologically determined.

Keywords: value co-creation, practice theory, phenomenology EMAC Conference nd 42

104 SIG 5 - New insights into psychophysiological measures in Marketing Research

Thursday, 6 June 2013 / 14:00 - 15:30 Room: D301 Session Chair: Ingrid Poncin, Universite Lille Nord de France

This session proposes new insights into psychophysiological measures in marketing research First paper focus on the analysis of electrodermal activity (EDR) to measure arousal at the point- of-sale and in advertising, second paper illustrates some applications of electrical neuroimaging, using of electroencephalography (EEG) and intensive signal processing techniques, for the evaluation of marketing stimuli. The third paper examines the respective contributions of self-report measures and psychophysiological measures, facial electromyography (EMG) and Electrodermal Reaction measurement (EDR), of emotional reactions to Aad. Finally, the last presentation aims to expose the real stakes and some of the ethical and methodological recommendations for use in business.

Relevance of Electrodermal Reaction Measurement (EDR) in Marketing Andrea Groppel-Klein, Saarland University

The analysis of electrodermal activity gives valuable insights into consumer behaviour and can also detect unconscious reactions. The relevance of this topic will be illustrated by studies conducted to investigate shopper behaviour and advertising effects. As reported in different empirical studies based on insights from theories of consumer decision making and on insights from environmental psychology, store atmosphere should evoke phasic arousal reactions to attract consumers. Most of these empirical investigations used verbal scales to measure consumers’ perceived arousal at the point-of-sale (POS). However, the validity of verbal arousal measurement can be questioned: On the one hand, traditional interviews are mostly done after the shopping trip through a store or a particular part of the store sothat customers have to remember their perceived arousal and emotions. Thus, self-reporting methods only allow a time-lagged measurement. On the other hand, the preferential use of verbal scales to measure psychophysiological responses is discussed controversially. By contrast, electrodermal activity (EDA) is considered to be a valid and also very sensitive indicator that responds EMAC Conference nd clearly to the smallest variation in arousal. The present paper delivers insights on arousal 42

105 theory and results from various empirical studies using EDR to measure arousal at the POS (simultaneously while shopping). The findings establish the relationship between in- store stimuli and arousal and its relevance to buying behaviour and show when products on promotion evoke (unconsciously) high arousal and demand effects. The experiment also shows how a “mixed method” approach using electrodermal reaction, observation and scanner data as well as the measurement of subjective experience can be used to improve in-store-marketing. Furthermore, EDR is also a suitable method to analyse “true” and also unconscious reactions to advertising. Via EDR-data and comparing the results to explicit and implicit attitude measures we can detect socially requested answering tendencies. By studying different ”patterns” of EDR we can also find out whether commercials should evoke arousal at the beginning or at the end of an advertising campaign. In summary, also due to the relatively small costs of measuring electrodermal responses researches get valid, unbiased and cost-efficient information of conscious and unconscious reactions to different marketing stimuli (eg. store atmosphere, advertising). Pros and cons of this method will also be discussed.

Keywords: In-store stimuli, advertising, buying behavior

Predicting Aad from Affective Reactions: Psychophysiological Evidence from an Advertising Experiment Olivier Droulers, University of Rennes I Mathieu Lajante, University of Rennes I Christian Derbaix, Louvain School of Management Ingrid Poncin, Universite Lille Nord de France Bernard Roullet, University of South Brittany

Emotions induced by TV commercials has been a topic brought to the fore since it has been found that they could explain the attitude toward the ad (Aad) as well as the attitude toward the brand(Ab). Many studies in consumer research have linked emotions and Aad by means of self-report method. However, self-report methods have obvious limitations such as the failure to report emotions because consumers are not aware of how they exactly feel, or they are not willing to report emotions because of social desirability problems. Simultaneously, more sophisticated psychophysiological methods have been developed to monitor and evaluate emotional reactions triggered off by marketing stimuli, such as skin conductance responses (EDR) and facial electromyography (EMG).However they have never been used together with EMAC Conference nd 42

106 iconic and verbal measures to investigate the link between emotions induced by TV commercials and Aad. In the present paper, we examine the respective contributions of self-report measures and psychophysiological measures of emotional reactions to Aad. A within-subjects design was implemented in which participants watched 6 TV commercials while emotional reactions were assessed by facial EMG from the cheek and brow regions and by EDR. Emotional reactions were also recorded after each condition with the Self-Assessment Manikin scale, and Aad was measured by means of iconic and verbal scale . All that was achieved in order to tap the various aspects of affective reactions The findings highlight the subjective relationship between self-report measurement of emotions and Aad in comparison with the objective relationship between psychophysiological measurement of emotion and Aad. Finally, the limitations of the study and research avenues for the future research are discussed.

Keywords: AAd, emotion, self-report method

SIG 6 - Developments in Global Marketing Strategy

Friday, 7 June 2013 / 09:00 - 10:30 Room: D301 Session Chair: Constantine Katsikeas, University of Leeds

There is consensus that ever increasing challenges to global marketing operations are redefining the nature of the global competitive landscape for international marketers. The challenges faced by firms in the development of effective global marketing operations are further heightened as a result of the ongoing global economic crisis. This Special Interest Group session takes up the challenge by providing novel strategic insights that can contribute to resolving internationally active firms’ competitive tensions and global marketing challenges. The papers in the session address a wide array of timely global marketing strategy issues, employ various theoretical and methodological perspectives, and involve collaborative research projects from different academic institutions from within and outside Europe. EMAC Conference nd 42

107 Leveraging Alliance Capabilities: A Study of Alliance Capability Components, Tie Strength, and Performance in International Strategic Alliances Matthew J. Robson, University of Leeds Constantine S. Katsikeas, University of Leeds Bodo B. Schlegelmilch, Wirtschaftsuniversität Wien Austria Barbara Pramböck, Münichreiterstraße Austria

“There is broad recognition among managers that, since international strategic alliances (ISAs) are difficult to manage, knowledge and skills with respect to alliance processes can be harnessed via capabilities for use across the portfolio of such businesses. Accordingly, the academic literature has placed significant emphasis on developing conceptualizations of alliance capabilities. Such work has featured higher-order conceptualizations that holistically cover alliance capabilities, or focused only on post-formation management processes. The present study asserts, instead, that it is necessary to incorporate pre- and post-formation management processes in a multi-component conceptualization of alliance capability. The logic is that formation and management capabilities may play complementary or substitutive roles in how they link to relationship outcomes in ISAs. Using theory on social tie strength, we propose that three alliance capability components link differently to bridging and trust ties that, in turn, have performance relevance. Our analyses suggest search capability allows the Austrian/German partner firms to bridge (i.e., establish weak, but highly complementary ties), and management capability enables them to bond (i.e., establish strong, trusting ties), with their foreign counterparts. We find that configuration capability plays a more complex role. Rather than exert a direct influence on either bridging or trust ties, ability to configure alliances conditions the links of search and management capabilities to bridging ties. The research extends our understanding of how to effectively leverage alliance capability in ISAs.

Keywords: Alliance Capabilities, Trust, Performance

A Preliminary Test of a Multi-Level Model of Adaptation and Export Ven- ture Performance João S. Oliveira, Loughborough University John W. Cadogan, Loughborough University Anssi Tarkiainen, Lappeenranta University of Technology EMAC Conference nd

42 The relationship between the degree of adoption of an adaptation strategy and export performance has been the focus of much research. The body of empirical evidence emerging 108 indicates that adaptation is most beneficial when environmental conditions in an export venture are different from the domestic market. However, researchers have yet to address the key question of whether firms should implement a single adaptation strategy across their multiple export ventures, or whether they should impose different adaptation levels in different export ventures. This study addresses this core question using primary data collected from multiple export ventures nested within a sample of exporting businesses. Preliminary results indicate that (a) there is a non-linear relationship between adaptation and intra-firm variations in export venture performance, and that (b) the adaptation–venture performance relationship is moderated by both venture-level environmental conditions and the firm-level export market-oriented behaviour. The results imply that exporters need to manage levels of adaptation differentially across their multiple export ventures in order to obtain optimal performance outcomes, and that the performance benefits of implementing differential adaptation strategies across the firm’s different export ventures are greater when firms are more market-oriented.

Keywords: adaptation, export venture performance, environmental conditions

Partner Opportunism in International Buyer–seller Relationships: Convergence and Divergence of Perceptions Daniel C. Bello, Georgia State University Dionysis Skarmeas, Athens University of Economics and Business

The immense significance of opportunistic behavior in relationship failure and dissolution is well documented in the literature. However, exchange partners can over- or under- estimate their counterparts’ opportunistic tendencies. Is there a gap between actual and perceived opportunism and what are the causes and consequences of such inaccurate perceptions? This question is particularly acute in cross-border business relationships due to the physical and cultural separation between trading partners and the associated information asymmetries. No research has yet addressed the issue of perceptual accuracy and inaccuracy regarding opportunism in international marketing channels, primarily because of the difficulty of measuring opportunism from both sides of the international exchange dyad. Merging findings from the international business, social exchange, and transaction cost economics literatures, we propose and empirically test a model that investigates the causes and consequences of perceptual convergence and divergence between self- and partner- reported EMAC Conference opportunism in international buyer–seller relationships. Paired data from exporter–importer nd 42

109 relationships were used to test the research hypotheses. The results are broadly supportive of our research hypotheses. Overall, the study findings provide important insights into how governance mechanisms that limit opportunism and preserve relationship outcomes can be deploy in international channel relationships.

Keywords: partner opportunism, international buyer–seller relationships, governance mechanisms

Performance Consequences of Strategy Fit in International Marketing Magnus Hultman, University of Leeds Stavroula Spyropoulou, University of Leeds

Although the issue of international marketing program adaptation versus standardization has received significant attention in the literature, the performance implications of international marketing strategies are yet to be clarified among researchers and business practitioners. Contingency theory posits that there is no universal marketing strategy that produces the best results; instead, firm performance is a function of fit between the firm’s strategy and relevant environmental conditions. Drawing on the contingency paradigm, the current study examines antecedents and impact of fit between international marketing program adaptation and performance. Specifically, we investigate the role of a firm’s need and ability to adaptits marketing program in the determination of fit between the international strategy deployed and environmental imperatives, and also how fit connects to export venture performance. Based on data from a multi-industry sample of Swedish exporting manufacturers, the results indicate that need for adaptation alone is not conductive to fit and performance in export ventures. The results rather suggest that the interaction between a firm’s need for adaptation and its ability to adapt creates fit and this in turn is conducive to performance. The findings enhance our understanding of the relevance of contingency theory and the concept of strategy fit in international marketing. The implications of study findings for international marketing managers, policy makers, and researchers are considered in a value-enhancing manner.

Keywords: strategy fit, international marketing, contingency paradigm EMAC Conference nd 42

110 SIG 7 - Online Opinion Dynamics

Friday, 7 June 2013 / 11:00 - 12:30 Room: D301 Session Chair: David Langley, TNO Netherlands Organisation for Applied Scientific Research

Increasingly, consumers’ thoughts and feelings about brands or causes are shared with the wider world via the internet. Online social networks provide global, massive-scale information infrastructures for people to share ideas and to build new relationships with brands. Brands also use online social networks to monitor and influence consumer opinion. In this Special Interest Group we will present recent findings and discuss developments in understanding online opinion dynamics. The first two papers focus on drivers of online opinion expression, the next two papers investigate the effects of firms’ attempts to influence these opinions and the final paper brings these two perspectives together in a context linking a TV program and an online social network. The session concludes with a plenary discussion on this important research area within marketing.

The Role of Self-determination in Social Media: Assessing Its Drivers and Its Impact on Content Generation Welf Weiger, Georg August University Goettingen Hauke Wetzel, Georg August University Goettingen Maik Hammerschmidt, Georg August University Goettingen

This paper provides an understanding of the drivers of content generation in social media. Brand related user-generated content (UGC) is the most prevalent materialization of online opinions. As it impacts firms’ financial performance (e.g., Zhu & Zhang, 2010), marketers are increasingly interested in identifying its drivers. Prior literature has investigated content generation from two standpoints. One stream assesses the impact of social media marketing instruments on content generation (e.g., Ghose & Sang Pil, 2011) but treats consumers’ motivation as a black box. Another stream focuses on motivations for content generation (e.g., Hennig-Thurau et al., 2004) neglecting how they are affected by firm activities. We add to the literature in two ways: First, we show how these motivations - captured by the degree of a

user’s self-determination (Dholakia, 2006) - impact content generation across social media EMAC Conference nd 42

111 platforms. Second, we show how social media marketing instruments can shape a user’s selfdetermination. We are the first to investigate the relationship between social media marketing instruments, self-determination and content generation in two consecutive studies. We consider three major social media marketing instruments namely affiliative, normative and utilitarian inducements and assess how a user’s degree of opinion leadership leverages the effectiveness of these instruments. Using data gathered among 122 UGC creators from different social media platforms (i.e., blogs and microblogs) we show that self-determination has a U-shaped effect on content generation. Thus, low and high levels of self-determination are both associated with increased content generation. However, the magnitude of this non-linear effect varies across social media platforms. Further, self-determined content generation is nurtured through normative and affiliative inducements while opinion leaders are especially susceptive to affiliative inducements. Content generation due to low self-determination (i.e., firm-determined) is increased by utilitarian inducements. However, combining them with normative and affiliative inducements has conflicting effects on a user’s self-determination.

Keywords: opinion leadership, self-determination, social media marketing

The Role of Embeddedness and Self-Presentation in Online Content Provision Andreas Plank, University of Innsbruck Karin Teichmann, University of Innsbruck Andreas Strobl, University of Innsbruck Nicola Stokburger-Sauer, University of Innsbruck

Companies increasingly use online communities to integrate their customers’ opinions and competence into the value creation process. While prior research identified individual-level motivations like trust or self-efficacy for participation in online communities, only few studies focus on social-level motivations. This paper investigates both individual and social-level drivers of consumers’ online contribution behavior and thus enhances our understanding of the antecedents and requirements of opinion formation and diffusion in an online context. The conceptual model and research hypotheses are tested in two empirical studies. Study one investigates drivers of contribution behavior in an online community for mountain EMAC Conference

nd sports. We analyze data from 353 respondents by employing a log-linear model, assuming a 42 Poisson distribution of the level of content provision activity. The results show that

112 embeddedness and online self-presentation significantly affect contribution behavior while controlling for opinion leadership, perceived ease of use, expertise in mountain sports, alpine club membership and demographic variables. Study two validates the results of study one by analyzing data from 202 respondents from another online mountain sports community. The results confirm that embeddedness and online self-presentation significantly affect contribution behavior in this setting. Furthermore, time spent in the online community is positively affected by expertise and involvement, and negatively affected by altruism. These findings have important theoretical and managerial implications. First, managers of usergenerated content sites should seek to improve users’ self-presentation opportunities. Second, they should build a strong community by nurturing the feeling of being involved in a group with similar interests and enhancing the cohesiveness among the users. Finally, the results show that involvement and expertise are not related to content provision.

Keywords: online communities, content provision, embeddedness

Negative Word of Mouth on Social Network Sites: How to Change Online Brand Opinion Dynamics with Effective Webcare Guda van Noort, University of Amsterdam Lotte Willemsen, University of Amsterdam Marjolijn Antheunis, University of Amsterdam

Social network sites (SNSs) have empowered consumers to voice complaints with reduced costs, and to share these with friends and a multitude of others through posting negative electronic word of mouth (NWOM). For brands, NWOM is cause of great concern. With the declining credibility of traditional marketing, the evaluations of brands are increasingly determined by their ability to generate positive eWOM, and more importantly, to circumvent NWOM. NWOM has more impact on the reputation and sales of companies than positive eWOM (see Sen & Lerman, 2007 for a review). Hence, brands are increasingly present on SNSs to monitor, and to respond to NWOM by means of webcare: The act of engaging in online interactions with consumers, by actively searching the web to address consumer feedback (e.g., concerns and complaints). By means of a 3 (Response strategy: no webcare vs. reactive webcare vs. proactive webcare) x 2 (Communication strategy: conversational tone of voice vs. corporate tone of voice) experiment, we study the most effective means for brands to respond to NWOM on an SNS (n=156). EMAC Conference

The results show that negative brand evaluations engendered by NWOM can be attenuated by nd webcare interventions dependent on type of response strategy used: proactive (unsolicitedly 42

113 intervening in NWOM) vs. reactive (intervening in NWOM upon the request of the NWOM sender). This effect was mediated by the respondents’ perceived relationship with the brand. The tone of voice used in webcare responses did not affect respondents’ brand evaluations. Overall, the findings demonstrate that webcare can change the dynamic of online brand opinions in the context of SNSs, but that its success is contingent on the type of response strategy employed more so than type of communication strategy employed. This implies that determining when to respond may be more important than determining how to respond.

Keywords: webcare negative, word-of-mouth, social network sites

Attentive Customer Care or Privacy Infringement? Dealing with Customer Feedback on Social Network Sites Joris Demmers, University of Amsterdam and Amsterdam University of Applied Sciences Willemijn M. van Dolen, University of Amsterdam Jesse W.J. Weltevreden, University of Applied Sciences of Amsterdam

Relying on popular literature and empowered by web crawling technologies, firms are increasingly monitoring and intervening with customer feedback on social network sites (SNS). At the same time, there are growing concerns regarding consumer privacy on SNS amongst scholars and consumers. This study investigates the role of perceived privacy infringement (PPI) in determining the impact of firms’ handling of online customer feedback on customer opinions. Drawing on reactance theory, it is hypothesized that proactive and personal responses may evoke feelings of privacy violation, which in turn leads to consumer resistance. 1,267 Dutch consumers (Mage = 43.8, 50.8% female) participated in an online experiment. Respondents were exposed to a description of a service encounter (positive vs negative), a consumer comment (addressing vs mentioning the firm), and the firm’s subsequent response (generic vs personalized). Bootstrapping procedures were used to analyze the effects of the independent variables on customer satisfaction via PPI. Results show that, in contrast with conventional beliefs, a generic response is more effective in than a personalized response, and that a proactive response is only effective for NWOM and always less effective than a reactive response. As hypothesized, these effects were mediated by customers’ feelings of privacy infringement resulting from the firm’s response. The results furthermore show that a response can mitigate the adverse effects of a negative service encounter on customer opinions, but cannot enlarge – and sometimes even EMAC Conference

nd discounts - the positive effects of a positive service encounter. The main theoretical 42 contribution is that PPI explains the effects of response proactivity and personalization on

114 customer satisfaction found in previous studies. In addition, we show that corporate interference with PWOM discounts rather than enhances customer satisfaction. For marketers, the results provide practical guidelines concerning appropriate response strategies and emphasize the importance of privacy concerns that may result from firms’ activities on SNS from a consumer behavior perspective.

Keywords: customer feedback, eWOM, privacy

Modeling Individual and Collective Opinion in Online Social Networks: Drivers of Choice Behavior and Effects of Marketing Interventions Susanne E. Koster, TNO Netherlands Organisation for Applied Scientific Research David J. Langley, TNO Netherlands Organisation for Applied Scientific Research

The increasing importance of online social networks in individuals’ daily lives has substantial consequences for the choices individuals make. We investigate factors influencing individual choice behavior and collective choice behavior in online social networks. We use twitter data from a Dutch television talent show. The network of Twitter followers and followees represent the social network; the choices of the individuals to tweet about one of the candidates of the talent show represent the individual opinions about that candidate. First, we investigate the factors that influence individual choice behavior in an online social network, including social network (the choice behavior of others in the social network), cognitive (the individuals’ own characteristics), and external factors (influence of the television show). Second, we are interested in how firms may intervene to change collective choice behavior in the online social network. In a simulation study, we alter parameters to make another candidate in the talent show more popular. We vary external factors (i.e. changing the sequences and frequency of the performances of the candidates), and we alter the choice behavior of influentials. In study one, we implement a nested conditional logit model with latent classes. The parameters are latent class specific to allow for unobserved heterogeneity among individuals. We find heterogeneous effects. For two latent classes, cognitive factors most strongly influence choice behavior. For two other latent classes, external factors are strongest. For all latent classes, social effects positively influence individual choice. In study two, an agentbased model uses the parameters estimated in study one, and simulates interacting heterogeneous agents in a social network. Our simulations show that collective choice behavior may be influenced by increasing the amount of time a product is displayed tothe individuals, although changing the sequence that candidates appear or increasing the activity of influentials has no effect. EMAC Conference

Keywords: nested conditional logit, latent classes, agent-based model nd 42

115 Special Invited Sessions (SIS)

SIS 1 - Emering Markets

Wednesday, 5 June 2013 / 16:00 - 17:30 Room: D301 Session Chair: Koen Pauwels, Özyeğin University

Brand Breakout: How Emerging Market Brands Will Go Global Jan-Benedict E.M. Steenkamp, University of North Carolina

In the past, global brands originated in developed countries. This is changing. In the next decade, we will witness more and more brands that hail from emerging market enter the global arena. This parallels the rapidly growing economic importance of emerging markets. In this presentation, I will outline eight strategies emerging market brands can follow in their quest for global success. I will use these strategies to develop issues for future academic research.

Keywords: emerging markets, branding, global success

Paying for Intermediate Output: A Field Intervention Xiaolin Li, University of Minnesota Ranjan Banerjee, Shailesh Mehta School of Management Om Narasimhan, London School of Economics George John, University of Minnesota

This paper studies the question of paying incentive compensation to employees who produce an intermediate output (like leads). We study a firm in a large emerging market that currently paid commissions to one group of employees (telecallers) for the intermediate output (leads) in addition EMAC Conference nd to commissions paid to another group of employees (salespeople) for the final output (sales). We 42

116 develop a hidden action model of this setting, which discloses that paying for intermediate output pivots on the strategic complementarity (versus substitutability) between the intermediate and final stages. For instance, if the salesperson’s efforts increase when their telecaller generated leads decrease, then strategic substitutability holds, and commissions for leads is not warranted. We persuaded this firm to drop their commissions for the intermediate output, reasoning that lower induced effort would reduce the telecaller generated leads. Crucially, observing the knock-on effect on sales discloses whether the stages are strategically complementary or substitutable. Data on 15 individual telecallers and 29 matched salespeople over 19 pre- and 12 post- intervention months shows a 4% drop in leads, but a much smaller drop in sales, suggesting that strategic substitutability holds for this firm’s sales funnel. We follow up with a structural econometric estimation of the key primitives and find that salesperson efforts increased 4.4% in response to the 18% drop in telecaller effort. This combination of an analytical model, a field intervention and structural econometrics provides converging evidence about the conditions under which paying incentives for intermediate output is warranted.

Keywords: emerging markets, hidden action model, intermediate output

Exploring Context Effects with Consumer Mindset Data across Cultures Selin Ergüncü, Özyeğin University Koen Pauwels, Özyeğin University

Context effects have been the focus of a large literature in psychology, marketing and economics for the past decades. Two of the most important and robust context effects are the attraction effect i.e. the higher attractiveness of a focal alternative when a (slightly) inferior option is offered next to it (Huber and Puto, 1983), and the compromise effect, i.e. higher attractiveness of the alternative in the middle relative the ones at extremes in terms of product characteristics (Simonson, 1989). The present study contributes a cultural analysis by examining the prominence of these two context effects in emerging versus mature markets. Building on differences in self- regulatory orientations, we expect a higher prominence of the compromise effect, but a lower prominence of the attraction effect in emerging versus mature markets. First, the compromise effect should be more prominent in emerging markets due to both the higher perceived risk and the ease of choice justification when buying products. Both factors make consumers more sensitive to losses in any dimension. Compromise options are attractive mainly because they avert the potential disadvantages of the extreme options; thus EMAC Conference minimize the maximum loss (Simonson and Tversky, 1992). In addition, relatively lower levels nd of income in developing countries enhance the need for being a ‘smart shopper’, thus increase 42

117 the likelihood of preferring the ‘safe’ option. In contrast, attraction effect should be more prominent for mature market consumers, who have more individualistic (vs. collectivistic) orientation. They have a competitive (vs. cooperative) mindset and strive for achievement. High competitiveness, however, is sometimes concerned with success relative to other people, rather than with real personal achievement (Midgely, Kaplan, and Middelton, 2001). In the context of decision-making, evaluation in relative terms enhances the perceptions of attractiveness of the dominating alternative. Also, for mature market consumers, dominating option can be seen as an opportunity not to be missed (Pham and Higgins, 2005), while more risk-averse consumers might be more cautious of simply making their choices based on a dominance effect. Our data belongs to an emerging and a mature market and combines marketing data with consumer mindset variables. We specify a 2-attribute product space and define the dimensions as product price and brand quality. We capture changes (consumer reactions) in mindset metrics due to price and quality perception changes.

Keywords: attraction effect, cultural analysis, context effects

Apps Appeal: Where in the World are Consumers Sensitive to Price, Ratings and Product Characteristics? Thomas Fandrich, Kühne Logistics University Raoul Kuebler, Özyeğin University Koen Pauwels, Özyeğin University

Research abounds on consumer price response in Western markets, but offers little guidance to managers marketing their products around the world. For instance, smartphone/tablet applications represent a global market for developers, who have yet to exploit their freedom in localizing marketing. This paper investigates how sales rank depends on app price, ratings, product complexity, product improvement and product labels for 6,500 apps across 60 countries. Beyond contrasting emerging and mature markets, we analyze how consumer response depends on cultural and economic factors. A hierarchical model distinguishes variation among apps in one country from country-level differences. We find that sales rank elasticities vary widely and systematically. The results support our hypotheses that price sensitivity is lower in countries with high uncertainty avoidance, while rating sensitivity is lower in countries with more income inequality, higher individualism and higher masculinity. Product complexity hurts sales rank EMAC Conference

nd more in countries with high uncertainty avoidance. Finally, apps with age restriction labels 42 score better in masculine countries with higher income and income inequality. Contrary to

118 the common practice of global integration, we urge developers to adapt pricing and product characteristics. Economic and cultural communalities between countries allow ‘local learning’, as consumer sensitivities vary systematically in predictable patterns.

Keywords: marketing effectiveness, emerging market, hierarchical linear model

SIS 2 - Special Invited Session on Marketing Behavior

Wednesday, 6 June 2013 / 16:00 - 17:30 Room: D301 Session Chair: Klaus Wertenbroch, University of Pennsylvania and INSEAD

The Rocky but Rewarding Road of Cross-Disciplinary Research Joel Huber, Duke University

A remarkable number of important papers in our field have been cross disciplinary. They take logic, method or findings from one area of interest and apply it where it is surprising and novel. I will review a number of recent successful papers that have taken that route and propose, as our subfields mature, that cross-disciplinary research has become even more valuable. It is also very risky with reviewers from both disciplines finding the foray into the other field either distasteful or simply uninteresting. I will suggest several strategies to develop cross-disciplinary research and ways to position it to become acceptable to reviewers and exciting to those who might cite it.

Keywords: cross-disciplinary research, publications, citations

Behavioral Science in Policy and Practice Craig L. Fox, UCLA

In recent years marketing and related behavioral sciences have advanced to the point where they can provide particularly useful tools to public and private sector policy makers. Meanwhile, EMAC Conference

a number of popular books and media accounts of this work have increased awareness and nd appreciation of the work by a wider audience. Nevertheless, to date there have been relatively 42

119 few examples of successful implementations of our science by policy makers. In my talk I will discuss opportunities and challenges of bringing behavioral research into policy and practice. I will touch on both the supply side (creating incentives and outlets for researchers to generate and publish more applicable research in the proper form) and the demand side (building an audience among policy makers).

Keywords: policy makers, behavioral research, policy and practice

The Journal of Marketing Behavior: Rigor and Relevance Revisited Klaus Wertenbroch, University of Pennsylvania and INSEAD

The Journal of Marketing Behavior JMB targets theoretically grounded, cross-disciplinary research into human behavior in the marketplace. First, papers should make theoretical advances, by offering and empirically testing new behavioral theory or extending or integrating extant theory. Second, papers should focus on behavioral outcomes more than on psychological processes. Third, behaviors should, at least in principle, translate into clearly detectable choices. Fourth, JMB construes the marketplace broadly, not only in terms of monetary exchanges between firms and customers but also in terms of non-monetary choices and preferences (e.g., political or religious beliefs and choices; cultural exchanges of stories and ideas; etc.). I will present examples of each of these to offer guidance to authors and provide some personal perspectives on the direction that (some) psychologically oriented consumer research has taken over the years.

Keywords: cross-disciplinary research, behavioral outcomes, theoretical advances EMAC Conference nd 42

120 EMAC, KSMS & GAMMA Joint Symposium

KSMS-GAMMA 1: CSR Marketing and Buyer Behavior

Wednesday, 5 June 2013 / 09:00 - 10:30 Room: D401 Session Chair: Donghoon Kim, Yonsei University

Effects of Corporate Social Responsibility (CSR) on Consumer Responses Juran Kim, Jeonju University

Corporate social responsibility (CSR) activities are identified as an imperative marketing strategy at the social level. The purpose of the study is to analyze the effects of strategies for CSR activities on consumers’ attitude and purchase intention.An experiment was employed to investigate key questions about corporate social responsibility. This study draws on recent developments in the CSR theoretical framework.The current study clarifies the primary strategies of CSR activities andeffects of different CSR strategies on attitude, as well as purchase intentionrelated to CSR activities. This study offers a step forward in clarifying how consumers perceive CSR campaigns and illustrating the vital role of such campaigns.

Keywords: corporate social responsibility (CSR), attitude, purchase intention EMAC Conference nd 42

121 The Influence of Cultural Congruence on Perceived Risk and Trust in Online-Purchase Decisions: Processing Fluency as a Mediator Dong Woo Ko, University of Iowa Yuri Seo, Victoria University of Wellington Sang-Uk Jung, University of Auckland

Companies are becoming increasingly aware of the potential of the web to augment growth in international markets. However, whether the websites customised to local cultures may increase consumer willingness to purchase compared to the standardised websites requires further attention. Our study investigates the underlying mechanism of how increased cultural congruence associated with the culturally customised websites may influence the subjective evaluation of and willingness to purchase from the website. We conduct two studies to identify cultural differences between the U.S. and Korean travel agencies websites and then investigate the influence of these differences on consumers’ online-purchase decisions.

Keywords: processing fluency culturally, customised websites, cultural differences

Ad Effectiveness in Tablet Devices – A Hedonic and Utilitarian Inquiry Hedon Blakaj, Aalto University School of Business Antti Sihvonen, Aalto University School of Business Juho-Petteri Huhtala, Aalto University School of Business Pekka Mattila, Aalto University School of Business Henrikki Tikkanen, Aalto University School of Business Joel Hietanen, Aalto University School of Business

Technological developments in the consumer electronics industry have been extremely rapid in the past few years and influenced the way people interact with one another (Jones, 2011). One of the latest developments has been the introduction of tablet devices (such as Amazon Kindle Fire and Apple iPad), which sales have increased rapidly. In this paper we investigate the relationship between advertisement attributes and ad effectiveness in tablet devices. To do so, we posit that hedonic and utilitarian ad attributes (Voss et al. 2003; Batra & Ahtola, 1991) affect the ad effectiveness. However, the aforementioned relationship, we suggest, is

EMAC Conference mediated by cognitive and affective involvement (Zaichkowsky, 1994; Park & Young, 1986). nd

42

122 A total of 80 subjects, split in two groups, were exposed to two types of ads and asked to fill out a survey afterwards. Specifically one group was exposed to a static ad and the other one was exposed to an interactive ad. The survey data was analyzed by means of Structural Equation Modeling - Partial Least Squares (PLC) software (Bagozzi and Yi, 2011; Chin, 1998). The results suggest that hedonic and utilitarian advertisement attributes in the context of the tablet device are positively related to ad effectiveness, and are mediated by the cognitive and affective involvement. In both the static and the interactive ad, utilitarian ad attributes are negatively related to cognitive involvement. The utilitarian ad attributes seem not to have any significant relationship in the static ad, however there is a significant relationship in the interactive ad. Furthermore, hedonic ad attributes in both ads appear to be positively related to cognitive involvement and ad effectiveness.

Keywords: advertisement, hedonic/utilitarian, involvement

The Explorative Study on Negative Emotion: Focused on Disappointment Feeling Hyun Jung Lee, Ewha Womans University Seong-Yeon Park, Ewha Womans University

When customers are not satisfied with their purchase, negative emotion (i.e., anger, disappointment, fear, sadness) is aroused, which results in negative post purchase behavior. Studies about negative emotion reveal that although they all may be reactions to undesirable outcomes, appraisal patterns might be very different according to the emotions. Among the negative emotions, anger arises when a person’s goals are frustrated and s/he blames someone else for it. It is associated with a tendency to aggress against the person (or object) seen as responsible for the goal blockage. Disappointment, on the other hand, arises when progress towards a goal is below expectations and/or when a desired outcome is not achieved. Hence, anger is more observable than disappointment since people who feel anger show approach stance, whereas disappointment show avoidance stance. For example, customers who feel anger after purchase show more certain and aggressive behavior such as generating negative word-of- mouth and service complaining. On the other hands, customers who feel disappointment about their purchase tend to drop their loyalty without any certain sign. Hence, for practitioners, it is

more important to understand customers who feel disappointment and hide their emotion. EMAC Conference nd 42 Keywords: negative emotion, disappointment feeling, appraisal patterns 123 KSMS-GAMMA 2: Global Customer Equity Symposium

Wednesday, 5 June 2013 / 11:00 - 12:30 Room: D401 Session Chair: Roland T. Rust, University of Maryland

Relationship Quality Effect on Customer Value in Mobile Phone Industry Kim Jaesu, Changwon National University Kyung Hoon Kim, Changwon National University

To increase sales competitiveness in tough marketing environment, the interest of relationship quality is increasing. And even this relationship quality between business leaders can provide a chance to start new business collaboration. So in this study, it estimates that this relationship quality with the product benefits and brand benefits can effect on customer value in purchasing process. From the literature review, the relationship quality is referred as service quality, commitment, trust, satisfaction. And this relationship quality effects on customer loyalty (Rauyruen, 2007). Relationship quality antecedents include the personality and skills of employees and customers; the service scape; the quality of the offer; permanent staff; the relational orientation and reputation of the provider; the power of entertainment, and relationship duration (Athanasopoulou, 2008). Its “social” dimensions such as cooperation and trust have a much greater influence on commitment than its “technical” dimensions such as knowledge transfers and adaptation (Cater, 2010). The relationship quality including social capital, information exchange, and frequency of contact, have positive impacts on innovation and adaptation (Chang, 2012). And we also know the brand benefits, product benefits, can directly impact on the customer’s satisfaction. But there is no clear study how the relationship quality, brand benefits, product benefits can impact on the customer’s satisfaction through customer value in purchasing process. So in this study, it analyzed the relations between the relationship quality, product benefits and brand benefits and customer value in purchasing process. In conclusion, the relationship quality, product benefits and brand benefits effect on customer’s satisfaction in purchasing process. So it needs to reinforce the relationship quality, product

EMAC Conference benefits and brand benefits which effect on increasing of customer value. nd 42 Keywords: relationship quality, customer value, purchasing process 124 Customer Social Participation Influence on Customer Equity - Focus on SPA Brands Heeju Chae, Yonsei University Eunju Ko, Yonsei University Hee Chong Lee, Yonsei University

Customer participation in social media includes active information search and collection of products and services offered by social media, posting evaluation and expressing sympathy on the bulletin or through customer service center, and even seeking benefits by active word-of- mouth activity toward one’s network with purchase intention of a product( Chan et al., 2010; Kelly et al. 1990).Because social media in the web or mobile service, in order to expand and strengthen customer participation,but the individual characteristics of customers play an important.Therefore, there is a need for research that developthe participation in social media and how to measure thecustomers’ social participation on their part in order tocreate as a way to build a long-term relationship as a customer equity (Rust et al., 2000). For the scale development of customer participation, In-depth interview was conducted with 12 people who are heavy user of SPA brand’s social network service. Measurement items were extracted through interviews and previous studies. Also, this study examines the effects of customer social participation on customer equity with fourdrivers values which are value equity, brand equity, relationship equity, and web equityin SPA brands. 275 Questionnaire survey was conducted in their 20’s to 40’s who have had experiences in globalSPA brand’s social network service for the past 1 year. The data was statistically analyzed with SPSS 17.0 and AMOS 18.0.This study provide the opportunity to social participate for further growth of the social media market in thelong run and will serve as a base for companies to undertake ventures in social media with success.

Keywords: customer social participation, social network service, customer equity

Social Network Analysis for Customer Equity Honglei Liu, Changwon National University Kyung Hoon Kim, Changwon National University HeeSeok Woo, Changwon National University Jaehyeoung Yoo, Changwon National University

Social network analysis has been a trendy topicin the marketing academia. Previous studies in EMAC Conference nd social network in marketing have focused on relationships, brand congruence and consumer 42

125 behavior. Role of social network in managing customer equity has not been extensively researched. Researchesinrelatingdaily marketing activities to customer relationship, customer attitudes and consumer behavior have been gaining significant attention. Marketers recognized that customers are market-based assets. Researchers and practitioners have proposed several conceptual models regarding this issue. Despite recent advances in research methodology, we do not have anyconclusive findings about the relationship between social network and customer equity. Still we do not completely understand how to conceptualize and measure customer drivers and customer lifetime value in the age of social network service. Authors investigate possibility of applying social network analysis into customer equity management.

Keywords: social network analysis, relationship, customer equity drivers

Role of Customer Equity in Sustainable Marketing Yang Sun, Changwon National University Kyung Hoon Kim, Changwon National University Ralf Schellhase, University of Applied Sciences, Darmstadt

“With the development of society and fierce competition. Product and service are not the only way to win competitors in business. The company should find more competitive advantages. How to seize present customers and explore the potential customers become more important. Customer equity has been the key for companies’ sustainable competitive advantage. It is not only focus on product and service (value equity), but also concern such as brand equity which in an intangible asset. Customer equity can estimate customer lifetime value for the company. The firm can make proper marketing strategy with customer equity. Customer equity can both satisfied the consumers and make a profit for the company. Customer equity plays an important role in companies’ sustainable competitive advantage.

This study researched upon following issues: 1. Components of customer equity driver. 2. The role of customer equity in sustainable marketing.

Keywords: customer equity, sustainable marketing, competitive advantage

EMAC Conference nd 42

126 Brand Experience and Customer Equity in SNS Environment Xiaolei Yu, Changwon National University Kyung Hoon Kim, Changwon National University Yangim Lee, University of Westminster

This paper combines insights from researches in brand experience, customer equity and social network service to construct our research model. In this model, brand experience is conceptualized as sensory, affective, intellectual, behavioral, relational experience. Brand experience in influenced by brand-related product attributes such as perceived ease of use, perceived usefulness and customization. This study tries to relate brand experience to customer equity. Purpose of this study is to examine the effects of brand experience on the relationship between brand product attributes and brand equity in SNS environment.

Keywords: brand experience, brand trust, brand familiarity

KSMS-GAMMA 3: Marketing in the Global World

Wednesday, 5 June 2013 / 14:00 - 15:30 Room: D401 Session Chair: Arch G. Woodside, Boston College

Government Regulations of Business, Corruption, Reforms and the Economic Growth of Nations Arch G. Woodside, Boston College Man-Ling Chang, Asia University Cheng-Feng Cheng, Asia University

In a report on the World Bank’s release of its annual “Doing Business” for 2013, The Economist(2012a) claims, “Onerous [government] rules breed corruption.” Also, “Lighter rules mean less baksheesh. They also mean a larger formal economy and a wider tax base.” These claims are made without referral to evidence. The present study examines the first three claims: EMAC Conference

(1) nations with more versus less rules nurture growth in corruption, (2) nations with lighter nd versus heavier rules exhibit lower levels of corruption, (3) lighter versus heavier rules relates 42

127 to larger formal economies. Using data from the Doing Business annual reports, Transparency International (TI), and national GDP per capita data, the study examines lagged relationships of the three claims. The first claim is bunk: no significant negative relationship occurs for the levels of rules for nations and the growth of corruption. The evidence supports the second claim: nations with the lightest regulations of business exhibit lower levels of corruption though both the levels of regulation and corruption may be outcomes of GDP growth rather than changes in regulation influencing changes in corruption. The evidence supports the third claim: nations with lighter versus heavier rules have larger formal economies but economic growth may be the cause of lighter rules rather than the reverse or both the weight of rules and the size of economies may co-vary due to configurations of other conditions. The study here presents evidence that growing corruption versus little change in corruptions relates to increasesin GDP for nations low in competitiveness.

Keywords: business corruption, GDP, government regulation

Is the Role of Marketing Diminishing? Results From Three Geographical Regions: Asia, Europe and USA Sven Tuzovic, Pacific Lutheran University Jochen Wirtz, National University of Singapore Volker G. Kuppelwieser, Rouen Business School

The role of marketing departments within firms has received much attention in recent years both in the popular press and the academic literature. Despite several empirical studies within the domain, a common weakness has been the lack of cross-cultural comparisons. The purpose of this paper is to explore the role of marketing in today’s enterprises from a cross-cultural, multi- industry perspective. The article investigates the interaction between market orientation, the role of marketing, and firm performance.

Keywords: market orientation, differentiation strategy, cost-leader strategy

The B2B Brand and Buyer Relationship Intention Tony Garrett, Korea University

EMAC Conference This study examines what influence relational elements of the business-to-business (B2B) brand nd

42 have on the buyer’s intention to engage in a long-term B2B relationship and if choice risk has a

128 moderating influence.Breaking the brand elements down into company (reputation, community and personality) and relationship (adaptation and advice) specific elements, a survey was developed and administered to a sample of Korean managers. Results show that reputation and personality elements are the only significant brand elements influencing relationship intention, however when considering the moderating effect of risk all of company specific elements were significant. Conclusions are given.

Keywords: business-to-business buying behavior, business-to-business brand, buyer risk

Marketing Executives’ Impression Management During Regime of Performance Decline Eric Sihih, Sungkyunkwan University

This study develops a comprehensive model of marketing executives’ impression management during regimes of performance decline. We propose that decline publicity is an important situational antecedent of marketing managers’ impression management motivation and behaviors. Using a specially designed management simulation with executives in China, we consider how decline publicity influences two impression management behaviors: public relations focus and strategic hedging. We also examine the mediating role of executives’ image concerns and how different compensation schemes moderate this mediated relationship. We find that greater decline publicity causes executives’ to increase their impression management behaviors by elevating their image concerns. Further, for marketing executives with high image concerns, performance-based compensation enhances rather than reduces their increased impression management. Our model offers a more nuanced understanding of the micro- foundations of marketing executives’ strategic behaviors but also present important implications for how firms can more effectively manage executives’ to focus on strategic tasks during difficult times.

Keywords: impression management, image, performance-based compensation

EMAC Conference nd 42

129 Drafting a Strategy for Smartphone Advertising: The Influence of Motivations for Smartphone Applications on Advertising Values, Attitude, and Intention Yung Kyun Choi, Dongguk University

Twenty seven percent of Americans now use smartphones. In the last year more smartphones were sold than laptop computers. Total downloads for apps have surged past two billion (Forbes, 2010). According to InMobi (an independent ad network), in-app advertising is growing quickly but still only represents seventeen percent of all ads on the network (telecoms.com, 2011). To facilitate the commercial use of apps for advertisers, there should be a clear picture regarding why and how consumers try to use the smartphone applications. Uses and gratifications approach posits that multiple media compete for users’ attention, and audience members select the medium that meets their needs such as a desire for information, emotional connection, and status (Tan, 1985). These motivation dimensions may influence consumers’ perception and reactions to mobile app ads in smartphones. Therefore, the study purposes to assess consumers’ intention to adopt app ads by investigating their relationships with motivations for smartphone apps and perceptions to advertising values. For this purpose, the study analyzes previous models of mobile advertising effects. Then, motivations to use smartphone applications, and perceived ad values were identified as antecedents for consumers’ attitude toward app ads and intention to purchase a product which is shown on mobile apps.

Keywords: smartphone application, motivations, advertising value

Personal Values towards Automobiles of Younger Age Groups in Germany Marc Uhl, Advanced Product Planning Honda R&D Europe Ralf Schellhase, University of Applied Sciences Darmstadt Rose Leahy, Cork Institute of Technology Bishopstown Cork Ireland Margaret Linehan, Cork Institute of Technology Bishopstown Cork Ireland

In the context of intense competition in the automotive industry and thus the pressure to correctly evaluate future consumer demands, a qualitative investigation of automobile related EMAC Conference

nd personal values of consumers between 17 and 23 years of age is described in this paper. 42

130 Predominantly commercial studies have drawn attention towards a potential loss of interest in the automobile among young consumers, yet failed to present a clear picture. The unique focus of the theoretical and empirical work conducted in Germany, resulted in a detailed understanding of the automobile related personal value system of this age group.

Keywords: personal values, automobile, young consumer demands

KSMS-GAMMA 4: Social Network and Luxury Marketing

Wednesday, 5 June 2013 / 16:00 - 17:30 Room: D401 Session Chair: Andras Bauer, Corvinus University of Budapest

Knowledge Sharing and Network Solidarity: The Moderating Effect of Network Embeddedness Sungmin Ryu, Sungkyunkwan University Woojung Jang, Far East University

Knowledge has been a major characteristic of society in the future and the value of companies has been evaluated as not a physical asset but knowledge value of the company. Network solidarity built based on a high degree of reliability between network members (Dwyer et al., 1987). Sharing explicit knowledge is regarded as a procedure of communication and it increases the relationships (Mohr and Nevin, 1990). While, tacit knowledge sharing is shared by only people and also experiences a temporal and physical difficulty(Spender, 1996) thus, members who share the tacit knowledge can build solidarity each other. Therefore both type of knowledge will intensify the network solidarity. Moreover, if the network members are embedded, reputation effect and monitoring role will mitigate the opportunistic behaviors among the network members.

Keywords: knowledge sharing, network solidarity, network embeddedness EMAC Conference nd 42

131 Can Luxury Abstractness Enhance Creativity? Sangah Song, Yonsei University Hee Chong Lee, Yonsei University Eunju Ko, Yonsei University

Hansen and Wänke (2011) found that people tends to describe luxury products in more abstract language than they describe ordinary products. Based on previous studies it is possible to predict that the abstractness of luxury is related to the high construal level (psychological distant condition) which enhances creativity (Förster, Friedman, & Liberman, 2004). This study contributes to the understanding of the effect of abstract thinking on creativity and also serves as the starting point for a new field of research of luxury brands. Facing a problem more creatively, can lead to find more unconventional ways to solve problems. Being creative is to be less likely to base judgments on knowledge gained in the past and avoid hard biases. That is why creativity has important implications for decision making.

Keywords: luxury brand, creative cognition, construal level theory

Sustainable Luxury Brand Management in Competitive Environment So Young Heo, Changwon National University Kyung Hoon Kim, Changwon National University Hee Cheol Lee, Changwon National University

This study explores relationship among sustainability, luxury brand personality and brand equity. The symbolic benefits of many products has become more important than functional benefits in the market. Brand personality has become an important concept in luxury brand because of rapid changes in market conditions and consumer preferences. Brand personality is defined in Aaker`s influential article as the “set of human characteristics associated with a brand (1997)”. Brand equity is the value and strength of the brand. Brand equity is as a function of consumer choice in the market place. Self-congruity can be considered a natural extension of self-concept. Self-congruity theory proposes that part of consumer behavior is determined by an individual`s comparison of the image of themselves and the image of a brand, as reflected in a stereotype of a typical user of the brand (Sirgy 1986; Sirgy et al. 1997). Self-esteem describes person`s overall sense of self-worth or personal value. Self-esteem is often seen as a personality trait, which means

EMAC Conference that it tends to be stable and enduring. Self-esteem can involve a variety of beliefs about the self, nd

42 such as the appraisal of one`s own appearance, beliefs, emotions and behaviors.

132 This study researched following issues: 1) Relationship among Sustainability, luxury brand personality, and brand equity. 2) Antecedents of brand equity for luxury brand.

Keywords: luxury brand personality, self-congruity, brand preference

Open for Innovation: An AHP Model for Selection of Crowdsourcing Designs Eunju Ko, Yonsei University Eunha Chun, Yonsei University Sangah Song, Yonsei University Ik Choi, Fashionland

Since creativity is a critical factor in fashion industry, the interest regarding open innovation has been increasing. Crowdsourcing borrows the strength of the public capabilities as a way of ‘open call’ rather than internal or partners one (Whitla, 2009). However a large amount of idea that is not organized for applying crowdsourcing, the idea of task selecting may occurs huge costs. By selecting the design falls into the category of tacit knowledge thus a methodical approach has not been done enough. The purpose of this study is to present to derive the evaluation factors in selecting design crowdsourcing using the AHP methodology. As the result of the study, brand concept, differentiation, colors, brand images are important for the evaluation of the crowdsourcing design. This evaluation model can be utilized as a guideline for decision-making in the fashion industry.

Keywords: crowdsourcing, open innovation, fashion design

Social Innovation Effects on the Satisfaction of Social Platform Usage Sung Hwan Yeo, Changwon National University Kyung Hoon Kim, Changwon National University Peter Trim, University of London

Innovation efforts spread globally in the various fields, such as economy, society, culture, technology and government policy. Human Centered Social Innovationwill lead the changes of global economy as main engine. Human centered social platform is a new growth engine based on not only competition and EMAC Conference speed strategy but also people’s diverse ideas and voluntary collaborations. It is necessary to nd 42

133 develop information technology infrastructure to stratify needs for social platform. Social platform is the human oriented platform. Social platform helps society, economy, and culture which influenceour daily lives to be socialized. Social innovation also facilitates the fusion between technologies and also industries. This is huge change in paradigm. But the research of social platform effect on corporate environment is starting now and not advanced. So weneed to study platform development which corporates can pursue sustainable growth through business environment development related to each corporate business area. This study analyzessocial innovation diffusion effects on the satisfaction of social platform usage as academic application. And eventually it suggests the theory of social innovation and practical approach.

Keywords: cocreation of value, networking capability, social innovation

Is there Social Capital on the Fashion Social Platform? Marketing and Legal Perspectives Eunha Chun, Yonsei University Eunju Ko, Yonsei University Hyung Doo Nam, Yonsei University

In social theory, there are different approaches to social capital and the terms in various contexts have been used in accordance with the interest of different researchers (Lin, 1999), but there are still similarities they share. Whole focus on the networks based on the relationship between people and networks. The evolution of the Web 2.0 era and the spread of Social Network Service (SNS) effects indicates increase of importance of online social capital research (Vergeer, Lim, & Park, 2011). However, it is not clear that sharing information and images on the fashion social platform actually enhance the social capital. The purpose of this paper is to clarify the concept of social capital which is formed by the use of fashion social platform and identify the measurement tools it on the basis of ‘social capital theory’. For this research semantic network analysis (Vergeer et al., 2011) was applied. The results of this study explain the relationship between the fashion social platform and social capital. The findings would provide insight to fashion brands that want to interact to understand consumers. Marketing and legal perspectives in social platform will be discussed.

Keywords: fashion social platform, social capital, semantic network analysis EMAC Conference nd 42

134 Social Network Analysis for Marketing Journals Honglei Liu, Changwon National University C. Anthony Di Benedetto, Temple University Kyung Hoon Kim, Changwon National University

This study applies social network analysis to editorial board membership data for 12 KSMS friendly journals which have relationship by holding Global Conference (Global Marketing Conference: 2008 at Shanghai, 2010 at Tokyo, 2012 at Seoul, and EMAC, KSMS & GAMMA Joint Symposium in İstanbul 2013) and 4 influential journals in marketing area. Data analysis is presented by individuals, journals, organizations and countries. Data collection and preliminary analysis were conducted in Excel, and then further analysis was carried out in Gephi and UCINET. Distributions of journals, editorial board members and business school staff are compared. Academics affiliated to US organizations predominate and highly ranked US organizations occupy the top positions for editorial board memberships. Academics with multiple board memberships come from a more diverse set of organizations but are still predominantly North American and male. We found the 4 top-level journals are networked closely. KSMS friendly journals are closely networked to KSMS official journals such as JGSMS and JGFM. We suggest that KSMS official journals should strengthen cooperation with KSMS friendly journals, it can help KSMS official journals to improve their quality.

Keywords: social network analysis, UCINET, gephi EMAC Conference nd 42

135 07. MEETINGS EMAC Conference nd 42

136 Meet the Editors

Meet the editor session 1 at EMAC İstanbul 2013

Wednesday, 5 June 2013 / 14:00 - 15:30 Room: D401 The top journals in marketing JM, JMR, MarkSc, JCR, and IJRM present themselves to EMAC members: JM: Gary Frazier JMR: Gary Frazier MarkSc: Preyas Desai JCR: Zeynep Gurhan-Canli IJRM: Jacob Goldenberg and Eitan Muller

Meet the editor session 2 at EMAC İstanbul 2013

Thursday, 6 June 2013 / 14:00 - 15:30 Room: D401 More specialized marketing journals such as Journal of Product Innovation Management and Journals of Service Research and very likely some further journals present themselves to EMAC members: JPIM: Helen Perks JSR: Roland Rust EMAC Conference nd 42

137 Heads of Marketing Forum Wednesday, 5 June 2013 / 12:30 - 14:00 / Room: D402

Chair: Peter Verhoef, University of Groningen & BI Norwegian School of Business Since a couple of years EMAC organizes the marketing department head forum at the annual conference. In this forum experiences of marketing department heads are shared. The theme of this year forum isExternal Funding from Business. In an applied science, such as marketing, having close connections with the business world is important. Beyond that schools will stimulate to get funds from firms for research. Two scholars from two European universities: Prof. Kay Peters (University of Hamburg) and Prof.Ragnhild Silkoset (Bi Norwegian Business School) with experience in incorporating exter- nal funding in their department. They will particularly discuss challenges they face. Prof. Silko- set will discuss her experiences in her marketing department on the integration of the research center on the Norwegian Customer Satisfaction Barometer. EMAC Conference nd 42

138 Climber Community Thursday, 6 June 2013 / 14:00-15:30 & 16:00-17:30 Room: D402

An International Platform for Young Academics in Marketing

Chair: Sylvia von Wallpach, University of Innsbruck Aim: The third EMAC’s “Climber Community” (CC) meeting will take place during the 42nd EMAC Conference in İstanbul.

As you already know, EMAC’s CC aims to establish a young scholar community in Marketing throughout Europe and other continents. Several research organizations and conferences in Eu- rope offer a special program for PhD students and/or networking possibilities for full profes- sors. However, the generation between beginners and successful leaders sometimes seems to be forgotten, although they represent the potential marketing professors of the future. In other words, they are the “climbers” of the European Marketing Academy. For further information on EMAC’s CC please go to: http://www.emac-online.org/r/default.asp?iId=FFIIIF. Young academics in Marketing at an early stage of their career (e.g., assistant professor, post doc, research fellow, etc.), are invited to participate in EMAC’s CC meeting on Thursday afternoon during the conference, as well as in an informal meeting on Thursday evening. The latter strives for further increasing the personal ties within our community. Agenda: Formal meeting: Thursday, 6th of June 2013, 2pm to 5.30pm (two subsequent afternoon sessions) The agenda of the formal part of EMAC’s CC meeting will cover the following topics: EMAC Conference nd 42

139 Session 1 - 14:00 to 15:30

• Welcoming words by EMAC’s president Professor Udo Wagner • Keynote speech followed by an open discussion by Professor Hubert Gatignon (http:// www.insead.edu/facultyresearch/faculty/profiles/hgatignon/) • Professor Gatignon, Claude Janssen Chaired Professor of Business Administration and Pro- fessor of Marketing at INSEAD, is an excellent researcher and Associate Editor of the Jour- nal of Marketing Research (JMR). He will participate in this third EMAC’s CC meeting as keynote speaker and mentor. In his presentation on “Thirty Something: Reflections on Career Path and Contributions” Professor Gatignon will give insights into his own career path, successes and challenges on his way, and suggestions for successful academic career development. Additionally, he will provide some insights into how to publish in highly ranked marketing journals, such as JMR. After the keynote speech, Professor Gatignon will be available for an extended open discussion and questions from EMAC’s CC participants. • Coffee break exclusively for EMAC’s CC members: 15:30 to 16:00

Session 2 - 16:00 to 17:30

• Networking: Following last year’s feedback, we decided to fully dedicate the second part of EMAC’s CC meeting to the development of an international research network among par- ticipating young academics in Marketing at an early stage of their career. The purpose of this second session is thus to get to know other EMAC’s CC members more closely; exchange experiences regarding research, research funding, or (inter)national job search processes; find out about eventual joint research interests; and ideally establish the foundation for joint future collaborations and/or exchanges across countries. • Feedback and future developments of EMAC’s CC and EMAC in general

Informal evening meeting: Thursday, 6th of June 2013, 8.30 pm (open end) at 5.Kat Café Bar Restaurant http://www.5kat. com/ with a beautiful view of the Bosphorus. EMAC Conference nd 42

140 EMAC Conference nd 42

141 08. COMPETITIVE PAPERS Wednesday, 5 June 2013 EMAC Conference nd 42

142 Wednesday, 5 June 2013 09:00 - 10:30

WEDNESDAY - 09:00 - 10:30

Session 01.01 Advertising, Promotion and Marketing Communications

Session Title: Advertsing I Room: D201 Session Chair: Mark Uncles, University of New South Wales

Weak vs. Strong Brand Schemata and The Rewarding Nature of Incongruity Resolution in Advertising Georgios Halkias, Athens University of Economics and Business Flora Kokkinaki, Athens University of Economics and Business

We present two experiments that extend previous literature on schema incongruity. The first study investigates responses to ad – brand incongruity between consumers with weak and strong brand schemata, whereas the second provides empirical evidence for the process mediating attitudinal responses to brand schema incongruity. As hypothesized, findings reveal a positive effect for moderately incongruent ads, only when consumers have a well-delineated mental image for the brand under consideration. Finally, bootstrapping analysis indicates that the positive effect of incongruity on evaluation is mediated by the satisfaction participants receive from the process of resolving the discrepancies and interpreting the ad.

Keywords: Incongruity, Rhetoric, Bootstrapping

Changes of Publicity and Advertising Effectiveness over the Product Life Cycle Alexa Burmester-Hofmann, Hamburg University

Jan U. Becker, Kuehne Logistics University EMAC Conference nd 42 Although existing research addresses the relative effectiveness of publicity and advertising 143 09:00 - 10:30 Wednesday, 5 June 2013

empirical evidence regarding the pre- and post-launch effects of publicity and advertising on behavioral outcomes is lacking. Based on a large-scale empirical study, the authors analyze the relative impact of publicity and advertising on sales over the life cycle of 3,319 computer games. The longitudinal research context allows for the relative changes in the effectiveness of publicity and advertising to be captured. The results indicate that publicity and advertising should be used in different ways, depending on the life cycle of the product.

Keywords: Publicity, Advertising. Panel-Analysis

Measuring Attention to Advertising Kaye Chan, University of New South Wales Mark Uncles, University of New South Wales

Attention to advertising is an important metric for measuring advertising effectiveness. This paper validates the use of duration of page exposure, calculated from clickstream data, as a valid measure of attention to advertising, through an experimental study. Attention to advertising is usually measured through relatively static measures, such as surveys and eye-tracking studies, and is dependent on the willingness of consumers to cooperate with researchers. By contrast, the data captured by the clickstream provides a non-invasive tool to measure attention to advertising. The study found that there is no difference between the data from gaze duration and page duration.

Keywords: Advertising, Attention, Clickstream

“Villains or Heroes”: An Experimental Study of Product Placement with Negative and Positive Television Characters José A. Dias, Lisbon University Institute (ISCTE) José G. Dias, Lisbon University Institute (ISCTE) Carmen Lages, Nova School of Business and Economics

This experimental study explores the impact of parasocial interaction on consumer’s attitude towards a placed product and the mediating role of the overall attitude towards product placement. Our model is tested using structural equation models and assumes that the relation

EMAC Conference between these constructs is moderated by the nature of the television characters (negative or nd

42 positive). The main conclusion of this study is that negative characters can be effective product

144 Wednesday, 5 June 2013 09:00 - 10:30

placement vehicles whenever exists consumers’ identification. For positive characters this identification is less important and the overall attitude towards product placement takes the leading role in explaining consumer’s attitude towards product.

Keywords: Product Placement, Brand Placement, Parasocial Interaction

Session 01.02 Advertising, Promotion and Marketing Communications

Session Title: Advertising 2 Room: D304 Session Chair: Şebnem Burnaz, İstanbul Technical University

Exploring the Effects of Advertising Creativity on a Media Vehicle Sara Rosengren, Stockholm School of Economics Angelica Blom, Stockholm School of Economics John Karsberg, Stockholm School of Economics Nina Åkestam, Stockholm School of Economics

This paper investigates if creative advertising content can make consumers like a media vehicle more. Drawing on research on advertising value and marketing signals we expect perceptions of a creative advertising content to spill over on the media vehicle. The results of an experimental study support this notion by showing that a creative advertising content has positive effects on a magazine both as content and as a signal. The paper adds to the literatures on advertising creativity and media effects of advertising. For practitioners it suggests that creative advertising can increase the value of the entire media experience.

Keywords: Advertising, Creativity, Media EMAC Conference nd 42

145 09:00 - 10:30 Wednesday, 5 June 2013

Once Upon a Time...The Power of Narrative over Metaphor for Services Advertising Kerrie Mcginn, Cass Business School, City University Chris Storey, Cass Business School, City University Stephanie Feiereisen, Cass Business School, City University

This study addresses the lack of knowledge surrounding service advertising, with a specific focus on the use of framing strategies in marketing communications. A 2 (framing strategy: metaphor v. narrative) x 2 (mental intangibility: high v. low) x 2 (customization: high v. low) between-subjects experiment is conducted. Drawing on narrative transportation literature, and in line with resource matching theory, we hypothesize that narrative will be more successful in enhancing individual responses to services characterized by high mental intangibility and high customization. The results demonstrate that service characteristics moderate the impact of framing strategies on consumer responses. Implications are put forward to enhance the persuasiveness of service advertising, and future research avenues are suggested, in particular to enhance consumer response to mentally intangible services.

Keywords: Framing, Processing, Services

Uncovering The Unconscious – Emotions Activated by a Pictures’ Stimulatory Attributes Anke Schneider, Vienna University of Economics and Business

Almost each ad includes a picture to activate and stimulate consumers personally. From literature it is known that pictures induce emotions. Additionally, the pictures’ stimulatory attributes, such as hue, saturation or luminance, are important for visual attention, and influence the emotional response. Although, most studies use self-reported procedures, a physiological measurement instrument is a better choice to analyse an unconscious emotion. Thus, this study explores the impact of stimulatory attributes on the arousal dimension of an emotion. Results show that pictures’ attributes gain the consumers’ immediate attention and have the power to influence the emotion.

Keywords: Emotion, Stimulatory Attributes, Physiological Measurement EMAC Conference nd 42

146 Wednesday, 5 June 2013 09:00 - 10:30

Session 02.01 Business-to-Business Marketing and Networks

Session Title: Multi-Stage Marketing Room: D303 Session Chair: Otto Andersen, University of Agder

Multistage Marketing in Downstream Supply Chains - Antecedents and Impacts Andreas Fischer, Free University of Berlin Michael Kleinaltenkamp, Free University of Berlin

Customers in business-to-business markets are also sellers of goods and services in their own right. Therefore, business-to-business suppliers may exert an influence on their customers’ buying decisions by directing marketing activities towards the customers of the customers through the concept of multistage marketing. By creating a pull-effect, multistage marketing may increase demand and positive relational outcomes with respect to the members of the downstream supply chain. The purpose of this research is to better understand the influences multistage marketing can have on the relationship structure of the supply chain and how the supply chain inversely influences the planning and execution of multistage marketing. A multiple case study is conducted to answer these research questions.

Keywords: Business-To-Business-Research, Multistage Marketing, Supply Chain

Multi-Stage Marketing: How Does It Affect Relationship Quality between a B2B Supplier and Its Direct Customers? Halina Wilczek, University of Mannheim Alexander Hahn, University of Mannheim Christian Homburg, University of Mannheim

Within business-to-business (B2B) markets, suppliers often direct their marketing activities towards their customers’ customers. We refer to this phenomenon as multi-stage marketin(MSM) EMAC Conference and investigate the effect of MSM on the relationship quality between a B2B supplier and its nd 42

147 09:00 - 10:30 Wednesday, 5 June 2013

direct customers. Specifically, we argue that MSM may have positive as well as detrimental effects on this relationship. To disentangle the contradicting effects, we enriched prior research knowledge on MSM with insights from field interviews with B2B suppliers and identified central contingencies under which MSM improves or hinders relationship quality between a B2B supplier and its direct customers.

Keywords: Multi-Stage, Derived, Relationship

Does Multi-Stage Marketing Pay? Alejandro-Marcel Schönhoff, Free University of Berlin Ingmar Geiger, Free University of Berlin Michael Kleinaltenkamp, Free University of Berlin

This study investigates the association between a business-to-business (B-to-B) supplier’s multi- stage marketing activities and their effects on the direct customer’s willingness to pay (WTP). Based on a behavioral perspective of extended market orientation it identifies three different relevant types of multi-stage marketing. According to our theorizing the different types of multi- stage marketing activities lead to differentiated WTP. Using the scenario method and limit conjoint analysis we test our hypotheses on a sample of 104 purchasing executives who buy from the adhesives industry. Our results show that collaborative multi-stage marketing has a positive effect on WTP, while multi-stage marketing in a wider sense exhibits such an effect only when the direct customer is in a low power position.

Keywords: Multi-Stage Marketing, Market Orientation, Derived Demand EMAC Conference nd 42

148 Wednesday, 5 June 2013 09:00 - 10:30

Session 03.01 Consumer Behaviour

Session Title: The Customer is King (and Producer): Co-construction and Prosumption Room: D103 Session Chair: Marie Taillard, ESCP Europe Business School

Collaboration in the Marketplace: Identifying the Critical Differences between Prosumption and Consumer Co-Creation Mohammed Alhashem, University of Birmingham Caroline Moraes, University of Birmingham Isabelle Szmigin, University of Birmingham

Prosumption has been equated with closely-related concepts such as consumer co-creation and co-production. Often these terms have been associated with consumers becoming producers of value in marketing exchanges. This paper argues that there are several differences between prosumption and other concepts, and that the role of the consumer as a producer of value can be manifest in three ways: as a prosumer, as a co-creator, or as a hybrid of the two roles. Prosumption requires the consumer to take full responsibility for creating his or her own choices in the marketplace, and entails collaborative practices between peer consumers. In consumer co- creation, however, responsibility is shared between consumers and firms, and involves unequal relationships between such stakeholders. Finally, a number of theoretical propositions highlight the relevance of distinguishing between these various terms.

Keywords: Prosumption, Co-Creation, Co-Production

It is Not Me! So I Customize It! Alessandra Zammit, University of Bologna Elisa Montaguti, University of Bologna

While investing in customization companies are enabling their customers to shape products as a way to express their preferences and identities. Customization however, can involve numerous EMAC Conference attribute choices or just a few. Our work focuses on the second case where a product choice is nd followed by a customization task on few attributes. We propose that when the product choice 42 149 09:00 - 10:30 Wednesday, 5 June 2013

task saturates a consumer’s self-expression, the appeal of the customization task is reduced leading to lower satisfaction with choice and product evaluation for the customized product. We test our predictions in two experiments.

Keywords: Customization, Self-Expression, Identity

“I Designed It Myself – Just for You”: Effects of Gift-Personalization on Giver and Recipient, and the Role of Product Involvement, Self- Construal, and Gender Marta Pizzetti, University of Lugano Michael Gibbert, Università della Svizzera Italiana Andreas Herrmann, Universität St. Gallen Duncan Guest, Nottingham Trent University

According to the “I designed it myself effect” (Franke, Schreier, & Kaiser, 2010), consumers enjoy customizing products and services and appreciate the resulting product or service more compared to a standard version. In this research, we examine whether this effect generalizes gift giving. Specifically, does customization add value to gift in the eyes of the gift-giver? Might it even improve the “success rate” of gifts, i.e. are such gifts appreciated more by the recipient? Results of two studies demonstrate that the enjoyment for the configuration process and the satisfaction about the product created are enhanced when consumers are customizing gifts. Moreover findings show that gift acceptance increases when the gift has been customized by the giver.

Keywords: Gift, Gender, Customization

A Recipe for Value: Creative Consumer Conversations Alkmini Gritzali, Cass Business School, City University Marie Taillard, ESCP Europe Business School

While researchers praise the importance of consumer engagement through social platforms (Ramaswamy, 2011), little research has been conducted to date to show how engagement can result in value creation. We focus on how consumers generate novel ideas in online conversations, and search for evidence of a collective form of creativity. Our goal is to answer the questions of

EMAC Conference how online consumer conversations generate creativity, and how it results in value co-creation. nd 42 Keywords: Value, Conversations, Creativity 150 Wednesday, 5 June 2013 09:00 - 10:30

Session 03.02 Consumer Behaviour

Session Title: What Consumer Scholars Seldom Mention: Deviant, Impulsive, Paradoxical, and Counterfaited Behavior Room: D102 Session Chair: Caroline Wiertz, Cass Business School, City University

Seduction of Deviance: An Overview Yohan Gicquel, Universite Paris Est Creteil (Former Paris XII)

This paper brings together criminological explanations – rarely brought up in our field – in order to explore deviant consumer behaviour and particularly more extreme behaviour. Through this paper, we try and encourage research in this particular field. But more specifically, we wager that the notion of seduction which is not defined as consumer behaviour is able to reveal the origin of these peculiar actions. We therefore offer to define this notion of seduction and to show an outline of what makes it worthy of research as well as the conceptual and theoretical directions that typify it.

Keywords: Deviance, Seduction Of Deviance, Extreme Behavior

Do You Believe It? The Role of Pre-Hold Beliefs about Impulsivity Outcomes on Consumers Preferences for Hedonic and Utilitarian Products Rita Vale, Catholic University of Portugal

This research examines the role of beliefs that consumers hold regarding impulsive individuals on consumers’ own impulsive behavior. In two studies, participants’ impulsive behavior (interest in products and willingness to pay) was assessed, investigating the impact that pre-hold beliefs about the outcomes obtained by those that behave on impulse have on consumers’ preference for products. While one would at first instance predict that those that would more likely behave on impulse would be those holding strong positive beliefs, results indicate the opposite, suggesting EMAC Conference that beliefs can be a reflection of participants’ own inability to resist temptations. nd 42

Keywords: Self-Control, Beliefs, Impulsivity 151 09:00 - 10:30 Wednesday, 5 June 2013

Consuming Media “Trash” - When “Bad” Can Be “Good” Björn Bohnenkamp, Muenster University Caroline Wiertz, Cass Business School, City University Thorsten Hennig-Thurau, Muenster University

The question of what constitutes “quality” in the context of media has been hotly debated for decades. Certain media offerings that are referred to as “trash” in vernacular are very popular, despite or maybe because of their dubious “quality.” To explore this paradoxical consumption phenomenon, we conducted a mixed-methods study in the German context, drawing on survey data, archival data, and depth interviews. We identify three characteristics of trash (i.e., immoral, absurd, and undemanding) and identify the related norms responsible for the negative evaluation of trash (i.e., morality, authenticity, and “Bildung”). Moreover, we explore why consumers consume trash and identify legitimization strategies of trash consumption. Finally, we derive managerial implications for the positioning of “bad quality” products.

Keywords: Media, Quality, Legitimation

The Effects of Luxury Conceptualization on Counterfeit Possession: An Empirical Exploration with Consumers Giacomo Gistri, University of Macerata Stefano Pace, Euromed Management Simona Romani, LUISS Guido Carli

Why people own luxury counterfeits? The possession of luxury counterfeits is due to a number of factors extensively assessed by the extant literature (i.e. products attributes, socio-demographic factors, personality traits). This paper investigates how the conceptualization of luxury value (social, functional, and identity value) affects the possession of counterfeits. The empirical study compares original owners and concurrent owners (i.e. consumer who own both original and counterfeits). The results show that concurrent owners – unlike original owners – appreciate the social value of luxury and they do not search for a functional value in luxury. Theoretical and managerial implications are discussed.

Keywords: Counterfeiting, Luxury Value Perceptions, Concurrent Ownership EMAC Conference nd 42

152 Wednesday, 5 June 2013 09:00 - 10:30

Session 04.01 Innovation and New Product Development

Session Title: Knowledge Strategies in NPD Room: D302 Session Chair: Nima Heirati, Newcastle University

New Product Success via Exploration and Exploitation Across Multiple Levels and Functional Areas Nima Heirati, Newcastle University Aron O’Cass, University of Tasmania

While ambidexterity has been identified as a critical prerequisite for new product success, it is not easy for firms to achieve. Ambidexterity is not limited to a single organizational level, or a specific functional area. Firms become ambidextrous when corporate-level exploratory and exploitative strategies interact with business-level exploratory and exploitative capabilities across multiple functional areas. Data from 169 large firms indicate that exploratory and exploitative strategies can be translated to effective actions and influence new product advantages, only when those strategies are implemented through the deployment of exploratory and exploitative R&D and marketing capabilities. The results also show that the implementation of exploratory and exploitative strategies influence new product performance through new product differentiation and cost efficiency.

Keywords: Exploration, Exploitation, New Product Performance

Effects of Environmental Turbulence on Knowledge Redundancy and Market Information Processes Tomoko Kawakami, Kansai University Douglas L. Maclachlan, University of Washington C. Anthony Di Benedetto, Temple University

Using the knowledge based view (KBV) of the firm, the authors propose a model of knowledge EMAC Conference redundancy, which consists of background and task knowledge redundancy of marketing versus nd 42

153 09:00 - 10:30 Wednesday, 5 June 2013

R&D people, for the better acquisition and use of market information and higher level of market innovativeness and new business performance. The results of structural equation modeling using the responses of 184 Japanese small and medium enterprises (SMEs) suggest that knowledge redundancy enhances the use of market information and new business performance, but the components of knowledge redundancy should be managed in a contingent way depending on the level of market turbulence and technological turbulence.

Keywords: Knowledge Redundancy, Market Information, New Business Performance

Mental Model Differences between External Designers and Their Clients: The Influence on Project Exploration, Project Exploitation and Project Performance Kasia Tabeau, Delft University of Technology Gerda Gemser, RMIT University Nachoem Wijnberg, University of Amsterdam Erik Jan Hultink, Delft University of Technology

Prior research indicated that external designers are often hired by their clients to bring new knowledge into their organization. To assure that an external designer’s knowledge is implemented in the organization of the client, managing the relationship between the two is essential. Although it seems particularly important that the external designer and the client are compatible, there is no study that examined the impact of compatibility on NPD outcomes. We fill a part of this gap by examining the mental model differences between external designers and clients, and their impact on the degree of project exploration, project exploitation and project performance. We study 100 innovation projects and we survey the external designer and the client for each project. The results of this research show how mental model differences influence project exploration, project exploitation and project performance.

Keywords: Mental Models, Dyadic Relations, Npd Outcomes EMAC Conference nd 42

154 Wednesday, 5 June 2013 09:00 - 10:30

Session 05.01 International and Cross-Cultural Marketing

Session Title: Country of Origin Room: D202 Session Chair: Michael Chattalas, Kean University

Warm versus Competent Nations: Stereotype Effects on Expectations of Hedonic versus Utilitarian Product Properties Michael Chattalas, Kean University Hirokazu Takada, City University of New York, Baruch College

In this empirical paper, we examine if and how national stereotypes based on perceptions of warmth versus competence affect consumers’ expectations about the hedonic versus utilitarian nature of products by employing a between-subjects experimental design on a US consumer sample. Results demonstrate that higher perceived warmth results in greater expectations of hedonic product properties, and that higher competence perceptions result in greater expectations of utilitarian properties. Importantly, we further show that warmth and competence consumer perceptions of nations mediate the effect of country-of-origin (COO) on hedonic and utilitarian product expectations, respectively. To the best of our knowledge, the study provides the first empirical verification in the COO literature that national stereotype contents (warmth and competence perceptions) actually drive consumer expectations of products. Our findings hold significant implications for the marketing strategies of nations as they position their products, investment and tourism offerings in a highly-competitive nation-brand perceptual space.

Keywords: Country-Of-Origin, Stereotyping, Nation-Branding

The Influence of Territory of Origin on Product’s Authenticity and Consumer’s Self-Product Connection Mohua Zhang, Grenoble II University Dwight Merunka, Aix-Marseille University EMAC Conference Compared to previous studies on the effects of a product’s perceived authenticity which mostly nd 42 adopt a qualitative approach, this study empirically demonstrates the chain effect of a territory of 155 09:00 - 10:30 Wednesday, 5 June 2013

origin association (TOO) of a product on its perceived authenticity, and in turn on consumer’s self-product connection. Two factors (consumers’ familiarity with the TOO and congruence between the product category and its TOO) also impact perceived product’s authenticity. Results demonstrate that TOO is an association which has positive effects on consumers’ judgments. Given the recently disputed effects of the country-of-origin (COO) association, TOO appears to be an important association to deal with both from a scientific perspective and from a managerial perspective.

Keywords: Perceived Authenticity, Territory of Origin, Familiarity Congruence

Brands’ Contribution to a Country’s Image Carmen Lopez, Plymouth University George Balabanis, Cass Business School, City University

Country of origin image has traditionally been seen as an exogenous variable and studies have been concentrated on its consequences and the possible ways for it to be exploited. This paper seeks to fill this gap by analysing and verifying the influence of a country’s corporation and industry beliefs on their country’s image. We tested our model by employing structural equation modelling. The results validate our conceptual framework. Contributions to existing research and implications for practice are then discussed.

Keywords: Country Of Origin Image, Corporate Brand, Industry Beliefs

Social and Environmental Dimensions of COO Image Verena Gruber, Vienna University of Economics and Business Peter Mcgoldrick, Manchester Business School - University of Manchester Bodo B. Schlegelmilch, WU Vienna Terry Newholm, Manchester Business School - University of Manchester

Country-of-origin (COO) is a central construct in international marketing. It impacts a host of key variables, including ‘product preferences’, ‘willingness-to-buy’ as well as ‘store preferences’. However, in capturing CoO-image, extant research has largely neglected environmental and social aspects. An increasing interest in them calls for a new conceptualization of CoO-image. Our paper addresses this research issue by assessing the impact of environmental and social aspects EMAC Conference nd on above mentioned outcome variables based on representative US/GB samples. We capture 42

156 Wednesday, 5 June 2013 09:00 - 10:30

these important and hitherto neglected dimensions and provide academics and practitioners with a more comprehensive view of consumers’ responses to imported products.

Keywords: Country-Of-Origin, Product Sourcing, Development Support

Session 08.01 Marketing Research and Research Methodology

Session Title: Marketing Research I Room: D501 Session Chair: Bert Weijters, Vlerick Leuven Gent Management School

Cadogan & Lee’s (2010) suggestion for Measuring Endogenous Formative Variables: An Empirical Example Samppa Suoniemi, Turku University Harri Terho, Turku University Rami Olkkonen, Turku University

In recent methodological articles related to structural equation modeling, the question of how to measure endogenous formative variables has been raised as an urgent, unresolved issue. This paper presents an empirical example from the CRM system development context to test Cadogan & Lee (2010)’s conceptual suggestion, which addresses this technical dilemma. PLS path modeling is used to demonstrate the feasibility of measuring antecedent relationships at the formative dimension level, not the formative construct level. The results indicate that Cadogan & Lee’s (2010) suggestion is a useful approach to assessing structural equation models with endogenous formative constructs.

Keywords: Formative, Methodology, Sem EMAC Conference nd 42

157 09:00 - 10:30 Wednesday, 5 June 2013

SEM in Applied Marketing Research: Towards More Liberalised Modelling Approaches Bjarne Taulo Sorensen, Aarhus University Ana Alina Tudoran, Aarhus University

In this paper we discuss two SEM approaches: an exploratory structural equation modelling based on a more liberalised and inductive philosophy versus the classical SEM based on the traditional hypothetical-deductive approach. We apply these two modelling techniques to data from a consumer survey and compare them based on several criteria, such as coefficients, parsimony, model fit, plausibility, and consistency with the theory. A comparison of the estimates obtained from the two models clearly indicates that it is not at all a trivial matter whether cross- loadings are allowed in a measurement model or not. These results shed serious doubt on the generally accepted rule of thumb according to which (cross) loadings can safely be ignored if they do not have a “practically significant” loading with an absolute value of at least 0.30 or 0.40.

Keywords: Exploratory Structural Equation Modeling, Sem, Inductive Philosophy

Are Extreme and Midpoint Response Styles Satisficing Strategies? A Structural Equation Mixture Model Bert Weijters, Vlerick Leuven Gent Management School

Satisficing (i.e. selecting the first acceptable response rather than the optimal response) is an important source of method bias in surveys. The specific relation between satisficing and extreme response style (ERS) and midpoint response style (MRS) remains unclear, however. To address this gap, we propose a new measure of satisficing based on respondents’ time on task and the extent to which respondents differentiate their responses to items that are diverse in content. Applying Structural Equation Mixture Modeling to online survey data (N = 511), we identify two latent classes of respondents: (1) one class displays a midpoint satisficing strategy; (2) the other corresponds to a combined mid- and endpoints satisficing strategy (i.e., satisficing positively relates to both MRS and ERS in the latter class). We conclude with implications for survey design and suggestions for future research.

Keywords: Response Styles, Satisficing, Structural Equation Mixture Model EMAC Conference nd 42

158 Wednesday, 5 June 2013 09:00 - 10:30

Session 12.01 New Technologies and E-Marketing

Session Title: E-retailing and E-banking Room: D504 Session Chair: Christof Boshoff, Stellenbosch University

Cellphone Banking Use Intentions in a Concurrent Channel Context Jacques Nel, University of The Free State Christof Boshoff, Stellenbosch University

Despite the fact that there are over 6 billion cell phones on the planet, managers of financial services using multiple distribution channels still struggle to optimise the utilisation of the cellphone channel. Against this background, this study investigated the extent to which consumers’ cross-channel cognitive evaluations between the internet and the cellphone banking channels influence the perceived usefulness and ease of use of cellphone banking for the users of both internet and cellphone banking. Data collected from 491 concurrent users indicate that cross-channel evaluative synergies and dissynergies influence usefulness and ease of use perceptions of cellphone banking.

Keywords: Cellphone Banking, Cognitive Evaluations, Expectation Transfer

The Mediation Effect of Technology and Trust Attitude in Mobile Banking Rania Mostafa, Damanhour University

Based on TAM and TRA theory, this study tested for the mediation effect of technology attitude to the technology beliefs – usage intention link. In addition, the study also tested for the mediation effect of trust attitude to the trust beliefs- usage intention link. Findings from a sample of 264 questionnaires collected from postgraduate students in Egypt revealed the full mediation effect of technology attitude and trust attitude to the technology beliefs - usage intention link and the trust attitude to the trust - usage intention link respectively. Theoretical and managerial EMAC Conference nd 42

159 09:00 - 10:30 Wednesday, 5 June 2013

implications of incorporating the technology and trust attitude in mobile banking context are discussed.

Keywords: Tam, Tra, Trust

Session 14.01 Product and Brand Management

Session Title: Brand Love Experience Room: D101 Session Chair: Alper Özer, Ankara University

Living and Loving the Employer Brand: The Role of Employer Brand Experience on Affective Commitment Diana Gavilan, Complutense University of Madrid María Avello, Complutense University of Madrid Francis Blasco, Complutense University of Madrid Susana Fernandez, Complutense University of Madrid

The increasing importance of the relationship between an employee and his/her employer, has, in the last two decades, fuelled the application of marketing principles to human resource management, giving rise to the theoretical substance of employer branding. Its main objectives are to attract talent to an organization and engender commitment. Various different factors have shown themselves to be capable of contributing to such brand commitment. This study explores the experience concept of the employer brand and its impact on affective commitment, proposing a three-dimensional structure, similar to that of the consumer brand experience. The results obtained demonstrate the positive effect of the three experiential propositions on affective commitment. A positive experience with the employer brand is important in making the employee develop an affective commitment towards the brand.

Keywords: Employer Branding, Brand Experience, Affective Commitment EMAC Conference nd 42

160 Wednesday, 5 June 2013 09:00 - 10:30

Who Loves Brands? Exploring the Relationship between Personality, Interpersonal Love, and Brand Love Philipp Rauschnabel, University of Bamberg Aaron Ahuvia, The University of Michigan-Dearborn Björn S. Ivens, Otto-Friedrich-University of Bamberg Alexander Leischnig, Otto-Friedrich-University of Bamberg

Both practitioners and researchers increasingly focus on consumers’ emotional response toward brands. In this study, we tackle the question of how consumers’ personality traits enhance the development of brand love. We develop a conceptual framework based on prior research from marketing and psychology. The framework is tested with a sample of 320 respondents and analyzed using structural equation modeling. The results show that extraverts and neurotics in particular develop strong brand love. In addition, the findings show that gender and relationship variables represent relevant moderators of the relationship between personality traits and brand love. Implications and further research directions are discussed.

Keywords: Brand Love, Personality, Interpersonal Love

Brand Love in Virtual Communities Maria Sicilia, University of Murcia Mariola Palazon, University of Murcia Elena Delgado, University of Murcia

Companies have just launched to the virtual world with the idea that virtual communities create value for the firm and allow them to build strong brands. Recent literature has studied how virtual brands communities influence traditional brand-related variables (i.e., satisfaction, loyalty, attitudes). However, these may be insufficient predictors of brand success nowaday. In this sense, this study focuses on ‘brand love’ as a new marketing construct. We are interested in analyzing how virtual brand communities may enhance brand love. Self-brand connection and the sense of brand community are proposed as antecedents of brand love. Brand engagement is studied as a moderator of the relationship between self-brand connection and brand love.

Keywords: Brand Love, Self-Brand Connection, Sense Of Community EMAC Conference nd 42

161 09:00 - 10:30 Wednesday, 5 June 2013

An Integrated Model of Consumer Attitudes towards a Firm’s Brand Likeability Bang Nguyen, Oxford Brookes University Musfiq Choudhury, Oxford Brookes University

The likeability of a brand plays an important role for firms that rely on their brands. However, few studies have examined the factors influencing consumers’ perceptions of likeable firm brands. Adapting a Private Brand model, the study proposes a model of brand likeability that integrates four key variables: price consciousness, perceived quality, perceived risk and familiarity. Using an online survey to collect data, the study employs partial least square based structural equation modelling for testing the hypotheses. The findings reveal that consumers are more concerned about the quality than the price of a well-liked brand. Furthermore, the study identifies an important antecedent to likeability perceptions: familiarity. Theoretical and managerial implications are discussed, highlighting the emerging brand likeability framework.

Keywords: Likeability, Branding, Sem

Session 16.01 Retailing, Channel Management and Logistics

Session Title: Retailing Mix and Shopper Behavior Room: D404 Session Chair: Skander Esseghaier, Koç University

Inspirational Communication - The Mediating Role of Customer Inspiration in Attribute Framing Tim Böttger, University of St. Gallen Thomas Rudolph, University of St.Gallen Thilo Pfrang, University of St.Gallen, Institute of Retail Management

Retailers differ in the way they communicate attributes of their products. Whereas some retailers EMAC Conference

nd choose to present only technical specifications, others try to communicate the benefits of each 42 attribute. We explore the mechanism by which positive (vs. neutral) attribute framing influences 162 Wednesday, 5 June 2013 09:00 - 10:30

shoppers’ perceived price fairness and their preference for premium products. Customer inspiration is introduced as a new construct which comprises the realization and processing of a new idea or insight and is proposed to mediate these effects. Our findings support the mediating role of customer inspiration. We further present evidence that involvement moderates the effect of positive attribute framing on customer inspiration. Implications for shoppers and retailers are discussed.

Keywords: Shopper Behavior, Goal System Theory, Preference Construction

Consumer In-Store Responses to Retail Shopper Confusion Marion Garaus, University of Vienna Udo Wagner, University of Vienna

This paper examines how customers react in confusing shopping situations. In contrast to existing literature, this investigation centers on shoppers’ responses to store environmental confusion causes. The conceptual framework of this research builds upon the widely used Mehrabian- Russell model. The study postulates that retail shopper confusion lead to avoidance behavior, operationalized as lower unplanned expenditures, lower in-store search intentions, lower repeat purchase intentions, lower desire to communicate with sales staff, lower store patronage intentions, and lower spending time. Using a field and two online experiments, the results of this study provide insights how shoppers react in negative shopping situations.

Keywords: Retail Shopper Confusion, Negative Shopping Experience, Store Environment

Wardrobing: Is It Really All That Bad? Ahmed Timoumi, Koç University Anne Coughlan, Kellogg School of Management, Northwestern University

In a 2008 survey, about 64% of US merchants had items wardrobed. These items are bought by consumers used for a while, and then returned to the store as “unused” for a full or partial refund. Retailers sell these returned products as open-box items. Our research shows that the retailer always prefers to serve the opportunist segment which returns the product after using it in direct contrast to the business press attitude that wardrobing is harmful to the retailer. Wardrobing is

in fact not entirely bad because it offers the retailer the ability to practice price discrimination EMAC Conference nd

with the “regular” consumer segment consumers, who can purchase either the new product 42

163 09:00 - 10:30 Wednesday, 5 June 2013

or the open-box product. Our research also provides a new theoretical explanation to the low (sometimes zero) restocking fees charged by retailers for items even during periods with high levels of wardrobing behavior (e.g., LCD TVs before Super Bowl weekend).

Keywords: Retailing, Product Returns, Analytical Modeling

Clustered or Dispersed: How Should Conventional Retailers Arrange Organic Food Products? Friederike Kamm, Saarland University Andrea Groeppel-Klein, Saarland University Geraldine Roth, Saarland University

In recent years, organic food has emerged as an important segment in conventional retailing. However, the question of how the placement of organic food items within the store influences consumers’ attitudes and behaviour towards organic food products remains unanswered. This paper shows that grouping organic food items of all product categories into an “organic block” (clustered strategy) leads to better attitudes and positively impacts consumers’ purchase and spending intentions, rather than placing organic brands next to comparable conventional brands (dispersed strategy), since clustered (vs. dispersed) organic food is perceived to be tastier.

Keywords: Organic Foods, Retailing, In-Store Marketing EMAC Conference nd 42

164 Wednesday, 5 June 2013 09:00 - 10:30

Session 18.01 Services Marketing

Session Title: Co creation Room: D203 Session Chair: Sarah Van Oerle, University of Antwerp

Nature and Impact of Patients´ Network Position on Value Co-Creation in Online Health Care Communities Sarah Van Oerle, University of Antwerp Annouk Lievens, University of Antwerp Dominik Mahr, Maastricht University

Health care customers increasingly use digital environments to take an active role in their disease treatment. In online communities, patients share ideas, information and experiences and thereby create cognitive value (i.e. “cure”) and affective value (i.e. “care”). The extent and nature of value creation is largely determined by the social network properties of the patient’s network: connectedness and integration. Our analysis of 112,960 messages indicates that patients who are less connected and integrated in their network have access to a small set of diversified knowledge, which fosters contributions in terms of cure-related or cognitive value creation. However, being very well connected and integrated fosters trust and empathy among patients, which contributes to care-related or affective value creation.

Keywords: Online Communities, Health Care, Value Creation

A Practice Based Approach to Value Co-Creation: Focus on The Healthcare Context Angela Carida, University of Catanzaro Maria Colurcio, University of Catanzaro Monia Melia, University of Catanzaro

This work aims to define how web-based technologies enable the value co-creation processes EMAC Conference

(Vargo, Lusch, 2008) in the healthcare context. According to a practice-based view (Reckwitz, nd 2002;), we investigate some internet social platforms (health communities, a hospital website, 42 165 09:00 - 10:30 Wednesday, 5 June 2013

and health apps) to understand if and how they trigger the value co-creation. This paper answers to the call of the scientific community (Korkman et al., 2010) to expand the practice-based approach in a SD-logic context and demonstrates that web tools, although working in different ways, enable the co-creation of functional, social, emotional and epistemic value, not only for own personal use but also for the use of others (Humphreys, Grayson, 2008).

Keywords: Service Dominant Logic (sdl), Practice Theory, E-Healthcare

Can I Get a Helping Hand? Maybe Not: Understanding Co-Production in Service Recovery Processes Nicola Bilstein, Catholic University of Eichstätt-Ingolstadt Shashi Matta, Fisher College of Business, Ohio State University Jens Hogreve, Catholic University of Eichstaett-Ingolstadt

Despite the importance of co-production in service recovery processes, few studies have examined it so far. Equity theory is applied to hypothesize a negative relationship between co- production in recovery and satisfaction after recovery. Customers’ domain-specific expertise is included as a moderator of this relationship. Moreover, we examine the underlying cognitive process by including procedural justice as mediator. Using a scenario-experiment, we find that, in contrast to former results, customers who co-produce more are less satisfied after recovery. Particularly, we show that customers with high domain-specific expertise should not be required to highly co-produce in a recovery. These findings enable managers designing better recovery processes.

Keywords: Co-Production, Service Recovery, Domain-Specific Expertise EMAC Conference nd 42

166 Wednesday, 5 June 2013 09:00 - 10:30

Session 19.01 Social Responsibility, Ethics and Consumer Protection

Session Title: Managerial Perspectives in CSR and Ethics Room: D503 Session Chair: Claudia Costa, New University of Lisbon

CSR As a Catalyst of Exploratory Innovation in High Technology Firms Claudia Costa, New University of Lisbon Luis Filipe Lages, Nova School of Business and Economics Paula Hortinha, Director at Jerónimo Martins Marta Bicho, ISCTE - Business School

This article empirically investigates the moderating role of CSR principles in an international business context. More specifically, it tests the relationships between technology and competitor orientations on exporter’s performance, through exploitative and exploratory innovation, in the presence or absence of CSR principles. The authors found that CSR principles help technology oriented firms to introduce more new to the world products. Moreover, while CSR principles strength the impact of exploratory innovation on export performance, they mitigate the impact of exploitative innovation.

Keywords: Corporate Social Responsibility, Technology Orientation, Competitor Orientation

The Role of Consumers in Developing Ethically Oriented Business Models: Cases from the Food Industry Francesca Montagnini, Catholic University of The Sacred Heart Roberta Sebastiani, Università Cattolica del Sacro Cuore / Segesta Daniele Dalli, University of Pisa Camilla Barbarossa, LUISS Guido Carli university

This paper deals with the role of ethical consumers in shaping and transforming the market, and explores how demand-supply (D-S) interactions may lead to the development of new EMAC Conference nd 42

167 09:00 - 10:30 Wednesday, 5 June 2013

ethically oriented business models. We conducted a multiple-case study by analyzing six innovative ventures, that came out from different levels of interaction between ethical demand and supply, in the food market. Findings show that the higher the level of D-S interaction, the greater the cooperation between consumers and firms. When the degree of D-S interaction is low, consumers act as ‘ethically-responsible purchasers’, and the mainstream market is adapted to consumers ethical needs. When the degree of D-S interaction is high, consumers become co-producers of the new venture, and the market is substantially transformed (domesticated).

Keywords: Ethical Consumption, Business Models, Multiple Case Studies

Corporate Social Responsibility and the Tourism Sector: Opportunities for Regional Development M. Isabel Sanchez-Hernandez, University of Extremadura Dolores Gallardo-Vazquez, University of Extremadura M. Mercedes Galan-Ladero, University of Extremadura

This paper investigates the current attitudes and perceptions of tourism business managers in the region of Extremadura (Spain), towards responsible management practices as an opportunity for regional development. The results of a qualitative study reveal a highly competitive environment, the potential cost of CSR practices and the danger to enter in a new process of certification, remembering “quality bureaucracy”. These factors contribute to create in tourism business managers the feeling of uncertainty in the future. Consequently they are demanding support for government to transform their business in responsible tourism enterprises able to develop the regional economy in a sustainable way.

Keywords: Corporate Social Responsibility, Tourism Sector, Regional Development

Different Shades of Fit: When Surprising Corporate Social Responsibility Improves Consumer Evaluations Ali Tezer, Concordia University H. Onur Bodur, Concordia University Bianca Grohmann, Concordia University

EMAC Conference This research reexamines cause-brand fit and considers a multidimensional definition based on nd

42 relevance of the cause domain to the brands’ core business activities and expectancy of the cause-

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brand pairing. In two studies, we investigate how relevance and expectancy affect evaluations of brands. Results suggest that at high levels of relevance and for brands with a non-established CSR record, an unexpected social responsibility activity enhances brand evaluations when the brand signals sincerity by highly committing to the cause. These findings have theoretical and practical implications.

Keywords: Social Responsibility, Cause Marketing, Brand-Cause Fit

Session 20.01 Tourism Marketing

Session Title: Attitudes and Choice Room: D405 Session Chair: John Roberts, Australian National University

The Influence of Expectations on Airline Stakeholders’ Beliefs, Attitudes and Behavioural Intentions Lina Tan, Australian National University Pamela Morrison, Australian National University John Roberts, Australian National University

This paper investigates the effects of air passengers’ and travel intermediaries’ expectations on their beliefs, attitudes and behavioural intentions. Empirically, we measure priors, then calibrate how those priors change towards a given airline, in response to a piece of corporate social responsibility (CSR) news about it. We develop a conceptual model articulating the nature and antecedents of three types of expectations: would, could and should. We propose that could expectations are primarily felt via their effect on would expectations. Would and should expectations are postulated to influence updated beliefs through attitude towards news. We surveyed 781 air passengers (B2C) and 356 travel intermediaries (B2B) after an initial pre-test and pilot study. Structural equation modelling (SEM) provided support for our hypothesized model. EMAC Conference

Keywords: Airlines, Stakeholders, Expectations nd 42

169 09:00 - 10:30 Wednesday, 5 June 2013

Social Responsibility Effects on Tourism Destination Image, Perceived Quality and Loyalty Marina Zanfardini, Universidad Nacional del Comahue Enrique Bigné Alcañiz, Universida de Valencia Luisa Andreu Simó, Universida de Valencia

This paper examines the effects of Corporate Social Responsibility (CSR) on behavioral variables in a tourism destination context. A model including destination image, perceived quality and attitudinal loyalty as dependent variables of CSR associations was developed and empirically tested. Research findings indicate that the reflection of destination’s status and activities with respect to its perceived societal obligations affects destination image, perceived quality and loyalty. Moreover, CSR associations have their strongest influence on tourists’ perceived quality and loyalty.

Keywords: Tourism Marketing, Tourism Destination, CSR EMAC Conference nd 42

170 Wednesday, 5 June 2013 11:00 - 12:30

WEDNESDAY - 11:00 - 12:30

Session 01.03 Advertising, Promotion and Marketing Communications

Session Title: Advertising 3 Room: D201 Session Chair: Mark Uncles, University of New South Wales

Effects of Conventional Ads in A Digital Age: Effects of Internet and Conventional Advertising on Brand Awareness and Desire in China Market Caleb Tse, Sungkyunkwan University Terri H. Chan, University of Hong Kong Fanni F. Leung, University of Hong Kong

The proliferation of the internet has provided firms with more touch-points to interact with customers. This new paradigm is redefining customer experience with brands that differs from conventional media. Thus, this study aims to delineate the respective roles played by conventional and internet advertising on customers’ brand perception. Collating data from two independent sources, this study examines 196 leading consumer brands across 23 product categories in China to verify key postulates. The findings confirm the salience of both conventional and internet advertising on brand awareness, and discover that these complementary effects are contingent on product functions (utilitarian vs. hedonic).

Keywords: Advertising, Branding, China EMAC Conference nd 42

171 11:00 - 12:30 Wednesday, 5 June 2013

Female and Male Stereotypes in Print Cypriot Advertisements Measuring, Comparing and Exploring the Association of Gender with Visual and Verbal Presentation Styles Eirini Tsichla, Cyprus University of Technology Yorgos Zotos, Cyprus University of Technology

The study pursues a line of inquiry into gender role portrayals in magazine advertisements. The objective of the research is to advance existing theory by looking into the Cypriot perspective, and to suggest the style of advertising presentation, as a lens under which gender stereotypes can be approached. A content analysis of 386 advertisements was conducted. The findings indicate that gender stereotyping is still prevalent in Cyprus print advertising. Even though the more traditional female and male portrayals seem to fall back, decorative representations largely appear in the foreground. Male and female stereotypes also vary across magazine categories. The relationship between advertising presentation and gender is significant, indicating that females are more likely to be selected for visual only images than males.

Keywords: Advertising,, Sterotypes, Magazines

Honest Signalling in Advertisements: How Biologically Relevant Signals Can Influence Perceived Product Quality Frederick T. Wehrle, Université Paris I Panthéon-Sorbonne Régine Vanheems, Université Paris I Panthéon-Sorbonne

This article analyses the influence of a presenters skin redness on perceived product quality in print advertisements. Skin redness is a biologically relevant signal of the presenters physiological quality which consumers are prone to associate with product quality. In a first interactive experiment we show that skin redness is positively associated with the specific quality of sexual attractiveness. In a second experiment we show that the skin redness of a female presenter in an advertisement for lingerie is positively associated with the quality of the presented products. We discuss the findings and implications for research and management.

Keywords: Advertisement, Presenter, Colour EMAC Conference nd 42

172 Wednesday, 5 June 2013 11:00 - 12:30

Session 01.04 Advertising, Promotion and Marketing Communications

Session Title: Advertising 4 Room: D304 Session Chair: Michel, Clement, University of Hamburg

Readings of Global Appeal Ads by Young Women in the Arabian Gulf Rana Sobh, Qatar University Amro Maher, Qatar University Khaled Soltan, Northwestern University

This study aims to understand how Western appeal ads that frequently conflict with local conservative values, are interpreted, negotiated, and incorporated into consumer identity in a Middle Eastern cultural context. Using a reader-response approach we gain insight into how young Qatari women relate to and incorporate commercial images of non-local and often provocatively posed models into their cultural schemas which prescribe modest and covering garments in public. In-depth interviews were conducted with fifty female undergraduate students at Qatar University. Findings reveal that young women use different reading approaches involving otherness and shifting in order to bridge conflicting values in foreign appeal ads.

Keywords: Advertising, Reader-Response Approach, Global And Local Appeal Ads

The First, the Last, the Everything? – A Moment-to-Moment Analyses of Virality of Online Ads Edlira Shehu, University of Hamburg Tammo Bijmolt, University of Groningen Michel Clement, University of Hamburg

This article develops a dynamic moment-to-moment (MtM) analyses of online advertising virality. The proposed two-step approach firstly identifies MtM patterns by means of trajectory finite mixture modelling and investigates the effect of the identified patterns on viral success. The EMAC Conference model is tested in a large data base consisting of more than 12,000 respondents and 30 ads from nd different product and service sectors. Results indicate higher MtM values in the beginning of ads 42

173 11:00 - 12:30 Wednesday, 5 June 2013

are important only if the likeability does not fall during the spot. U-shaped, S-shaped and inverse S-shaped MtM trajectories influence virality potential of spots negatively as compared to quasi stable MtM functional form. These findings imply for advertising managers that they should create advertisings which are liked by customers right from the beginning and be sure to keep the likelihood level high. For this, high entertainment, stimulation and warmth levels are helpful.

Keywords: Online Advertising, Viral Marketing, Social Networks

Experiment on the Effects of Humor in Digital Job Ad Eeva-Liisa Oikarinen, University of Oulu

The appeal of using humor in advertising has been widely studied but rarely in the context of digital job advertisements. Most studies highlight the positive effects of humor in advertising, but this pilot experiment indicates some potential applicants are deterred by the use of humor in a digital job advertisement. Humor negatively affected the attitude to the advertisement and attitude to the company, the perceived congruence between the job and the ICT health care industry and the fit between job advert and job type. The only positive effect of humor was to enhance intention to share the job advertisement.

Keywords: Humor, Digital Job Ad, Negative Effects Of Humor EMAC Conference nd 42

174 Wednesday, 5 June 2013 11:00 - 12:30

Session 02.02 Business-to-Business Marketing and Networks

Session Title: Networking Capability Room: D303 Session Chair: Jens Geersbro, Copenhagen Business School

Driving Firm Performance Through Commercial Capability: Conceptualization, Measurement and Impact on Firm Success Jens Geersbro, Copenhagen Business School Thomas Ritter, Copenhagen Business School Wesley J. Johnston, Georgia State University

This paper extends Day’s (1994) view of the capabilities of the market-driven firm by introducing “market shaping” and “market prioritizing” as additional capabilities. These additions address two important challenges of the original market concept. First, markets are not given but interactively designed and enacted by market participants. Second, firms need to prioritize their resources towards different customers and customer segments in order to optimize their return on investment. In combination, these capabilities define a firm’s degree of commercial capability and allow a firm to be market-driven and market-driving simultaneously, herewith driving firm performance. An empirical analysis of B2B firms reveals the internal relationships of the capabilities and their impact on firm performance. The proposed conceptualization of marketing as commercial capability offers a capability-based definition of marketing as well as an analytical tool for benchmarking marketing and commercial capability in firms.

Keywords: Marketing, Commercial, Capabilities

Understanding; Organisational Networking Behaviours in the Context of the UK Manufacturing Sector Sabrina Thornton, Manchester Business School Peter Naudé, Manchester Business School Stephan Henneberg, Manchester Business School EMAC Conference nd This research adopts a network perspective and attempts to understand how firms ‘network’ 42 175 11:00 - 12:30 Wednesday, 5 June 2013

beyond their directly connected relationships in the context of the UK manufacturing sector. It examines how firms utilise their webs of direct and indirect relationships in order to embrace the potential opportunities and barriers in the network. Through a qualitative empirical study, we identify four types of organisational networking behaviours: (1) information acquisition, (2) opportunity enabling, (3) strong-tie-approach and (4) weak-tie-approach resource mobilisation. Firms use these purposeful actions to cope with and capitalise on their complex network. This study demonstrates, besides other insights, that the notion of embeddedness in economic sociology has important implications in understanding organisational networking behaviours.

Keywords: Networking Behaviours, Network Management, Interaction Approach

A Configurational Analysis of Alliance Management Capabilities in Technology Transfer Philipp Grimm, Freiberg University of Technology Alexander Leischnig, University of Bamberg Anja Geigenmüller, Ilmenau University of Technology Stefanie Lohmann, Ilmenau University of Technology

The importance of university-industry-linkages and technology transfer activities for firms’ innovation processes has frequently been highlighted by researchers and practitioners. In this study, we take the perspective of technology transferors and explore how alliance management capabilities translate into technology transfer success. First, we analyze the relationship between alliance management capability and technology transfer success using structural equation modeling. Then, we determine two configurations of managerial routines that eventually enhance technology transfer success using fuzzy set qualitative comparative analysis. Based on these findings we discuss theoretical and managerial implications.

Keywords: Technology Transfer,Alliance Management Capabilities, Fsqca

Organizational and Individual Network Competence in Context: An Intercultural Perspective Lasse Torkkeli, Lappeenranta University of Technology Maria Ivanova, Åbo Akademi University EMAC Conference nd

42 We examine the concept of network competence from the viewpoint of the individual manager.

176 Wednesday, 5 June 2013 11:00 - 12:30

In particular, we study how managers with different cultural backgrounds understand the underlying process of business networking, and how the role of individual social dimension of network competence varies according to those differences. The empirical part consists of interviews with three Finnish and three Russian managers engaged in mutual business relationships. The results indicate that the understanding of the organizational level of business networking varies between the Finnish and Russian respondents, and that the individual social qualifications are more important for the Russian respondents than the Finnish ones. We discuss the implications for developing business networks in developed and emerging economies.

Keywords: Business Networking, Network Competence, Managerial Sensemaking

Session 03.03 Consumer Behaviour

Session Title: Retailizing’ Consumption: Offline and Online Stores Room: D103 Session Chair: Natalia Yannopoulou, Newcastle University

What Does the Consumer Bring to the Store? Exploring the Online- offline Search Experience Carlos Orus, University of Saragossa Carlos Flavian-Blanco, University of Saragossa Raquel Gurrea-Sarasa, University of Saragossa

Searching for information on the Internet and then visiting the store to check the information and/or buy the product is the most performed shopping behaviour of online users. Consumers bring several characteristics to the physical store that may influence their shopping experience. This research analyses the vividness of the virtual experience and the consumer’s motivation to touch products as potential moderators that affect the consumer search experience in terms of confidence and search-process satisfaction. Findings stress the importance of considering the previous virtual experience and consumer’s characteristics when measuring the outcomes of multichannel information search behaviour. EMAC Conference nd

Keywords: Vividness, Search Experience, Multichannel Marketing 42

177 11:00 - 12:30 Wednesday, 5 June 2013

How Can Private Labels Increase Their Value? – The Role of a Brand Name and Packaging Design Arif Fahim, Durham University Alastair Cooke, Durham University Hazel Huang, Durham University

In an effort to increase their perceived value, private labels (or store labels) have attempted to disassociate with their own (retailer) label, and instead create an unfamiliar brand name to imitate national brands (Tesco have called these private labels their ‘venture brands’). Study 1 suggests that this alone is not an effective strategy. An unfamiliar brand name will not close the gap in perceived quality between branded private labels and national brands if additional tools/ factors, traditionally used by the latter, such as marketing support or time to establish positive experiences among consumers, are not leveraged. One such tool is packaging. Study 2 suggests that private labels are able to increase perceived value by adopting a complex packaging design. Results show that a complex design is generally preferred and ultimately leads to an increased willingness to purchase private labels.

Keywords: Private Labels, Brand Name, Packaging Design

How Can Retailers Reduce Perceived Risk for Second-Hand Online Shopping? Exploratory Analysis and Suggestion of a New Theoretical Framework Marjolaine Bezancon, Paris Dauphine University Denis Guiot, Paris Dauphine University Emmanuelle Le Nagard, ESSEC

Despite the influence of perceived risk on the decision to buy a second-hand product, very few studies address the issue of risk reduction for a second-hand purchase. In this study, we focus on the influence of product or situational cues controlled by online second-hand dealers on perceived risk. While the literature review suggests using the signaling theory’s framework to study the reduction of perceived risk for a second-hand online purchase, an exploratory qualitative study leads us to consider a new theoretical framework that combines signaling theory with the “laws EMAC Conference

nd of sympathetic magic” and thus takes into account the specificities of a second-hand purchase. 42 Keywords: Second-Hand, Risk, Internet 178 Wednesday, 5 June 2013 11:00 - 12:30

We Want Drama! The Effect of Online Conflict on Social Capital in Online Communities of Consumption Oliver Sibai, Aston University Andrew Farrell, Aston University John Rudd, Aston University Kristine De Valck, HEC Paris

Online communities (OC) are an expanding social phenomenon gaining increasing interest from marketing practitioners. Community managers thus aim to increase OCs’ social capital. Diversity of individuals interacting in OCs provokes a lot of conflict. However, the influence of online conflict on OCs’ social capital is not clear as research indicates both positive and negative effects. The research aims to explain these contradictory effects by conceptualizing conflict as drama and developing a typology of online conflict. Based on netnographic investigations of a forum, four types of conflicts are thus distinguished depending on valence of emotions and the type of members involved. The research contributes to literature on OC dynamics and is of particular interest for community managers working in any company or organization.

Keywords: Consumer drama theory, Online community, Conflict EMAC Conference nd 42

179 11:00 - 12:30 Wednesday, 5 June 2013

Session 04.02 Innovation and New Product Development

Session Title: Sustainability Room: D302 Session Chair: Luigi De Luca, Cardiff University

Eco-Friendly Product Development: Antecedents, Outcomes and Contingent Effects Constantinos N. Leonidou, Leeds University Constantine S. Katsikeas, Leeds University

Integrating sustainability concerns into product development has long been recognized as a strategic priority for practitioners. However, research on the topic remains scarce, anecdotal, and narrow. This study develops a model of drivers and outcomes of eco-friendly product development practices. Using primary data from multi-industry firms, supplemented with lagged primary product development performance data, we find that top management commitment, corporate environmental processes, and cross-functional coordination trigger eco-friendly product development in organizations, while corporate environmental incentives don’t. Further, we find that eco-friendly product development is positively related to firms’ product development performance, and this link is moderated by environmental munificence and complexity.

Keywords: Sustainability, Product Development, Performance

From Mood Boards to Design Drivers: Understanding User Inferences of Environmental Sustainability in the Early Stages of Green Product Development Pekka Murto, Aalto University School of Art, Design and Architecture Markus Ahola, Aalto University School of Art, Design and Architecture Oscar Person, Aalto University School of Art, Design and Architecture

Environmental sustainability opens up new value opportunities for companies. In this paper, EMAC Conference nd we study how mood boards can be used to understand consumer inferences of environmental 42

180 Wednesday, 5 June 2013 11:00 - 12:30

sustainability in the early stages of green NPD by simulating the design process of a ship interior. The results of our study suggest that mood boards as an interview stimuli can provide rich information on how consumers infer environmental sustainability from design. In effectively utilizing such information, the results also unveil how the broader context of using a product must be accounted for in the process of using mood boards.

Keywords: Design, Sustainability, Appearance

Innovation as an Outcome of a Sustainability Orientation Sarah Wilner, Wilfrid Laurier University Marius Claudy, UCD School of Business Rosanna Garcia, Northeastern University Scott Dacko, Warwick Business School

Many organizations are embracing more sustainable ways of doing business, which create profit while avoiding harm to people and the planet. In this context, innovation is an important vehicle to reconfigure the system by which organizations create value and deliver to customers. However, little is known about the drivers and outcomes of organisations’ sustainability orientation. This exploratory study investigates the nature of organisations’ sustainability orientation and its outcomes in terms of innovation and performance. Findings from depth interviews within nine MNC highlight significant differences in sustainability orientation and its drivers. More importantly, findings show that a sustainability orientation often results in service and process (as opposed to product-) innovation, holding important implications for the (co-)creation and delivery of sustainable value.

Keywords: Innovation,, Sustainability, Performance EMAC Conference nd 42

181 11:00 - 12:30 Wednesday, 5 June 2013

Session 05.02 International and Cross-Cultural Marketing

Session Title: Marketing Strategy Mix Issues Room: D202 Session Chair: Carlos M. P. Sousa, Durham University Business School

Price Adaptation and Export Performance: Quadratic and Moderating Effects Carlos M. P. Sousa, Durham University Business School Jorge Lengler, ISCTE - Business School

Despite some recent suggestions otherwise, past research assumed price adaptation and export performance to have a linear relationship. To address this gap in the literature we test a model that examines the link between price adaptation and export performance and whether this relationship is linear or curvilinear in nature. We also include manager’s international experience and psychic distance as moderators in our model. The results show that price adaptation has an inverted U-shaped relationship with export performance, and that both manager’s international experience and psychic distance moderate the non-linear effects.

Keywords: Price Adaptation, Export Performance, Psychic Distance

On the Centralization of Marketing Mix Decisions in International Subsidiaries: How Does It Affect Performance? Jana-Kristin Prigge, University of Mannheim Christian Homburg, University of Mannheim Andreas Fürst, University of Nuremberg

In today’s globalized world, headquarters of multinational companies (MNCs) have to decide on the degree of centralization of their foreign marketing activities– that is, on how much to exert control on subsidiaries’ marketing mix decisions (MMDs). The literature only offers contradicting results. Some studies find a positive impact of decision centralization, whereas other EMAC Conference

nd studies indicate a negative impact. Based on a multi-country, dyadic dataset of 133 marketing 42

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subsidiaries and corresponding headquarters, this paper reveals that MMD centralization has an inverted u-shaped effect on subsidiary performance and that its optimal degree depends significantly on various organizational and country-related characteristics.

Keywords: International Marketing, International Subsidiaries, Marketing Subsidiaries

Session 08.02 Marketing Research and Research Methodology

Session Title: Marketing Research II Room: D501 Session Chair: Jaap Wieringa, University of Groningen

Are Respondents Paying Attention? Modeling and Benchmarking Online Respondent Data Quality Scott Smith, Brigham Young University Linda Golden, University of Texas, Austin Jeff Larson, Brigham Young University

This study reports the results of a seven panel study that investigates respondent quality in general and the quality of commercial online data panels in specific. A single online questionnaire is administered to a series of seven panels (5,124 total respondents). Respondent data quality is tracked throughout the survey using numerous measures of error analysis, respondent timing analysis and response pattern analyses to identify and measure data quality. Data structure modeling of attitudes and behaviors compares the seven panels to show that differences exist even across high quality panel data. Data quality standards and benchmarks are discussed as a critical point for improving research methodology, and as a prelude to improving the quality of online data collection techniques.

Keywords: Data Quality, Online Surveys, Item Response Theory EMAC Conference nd 42

183 11:00 - 12:30 Wednesday, 5 June 2013

Establishing the Accuracy of Online Panel Research Elisabeth Brüggen, Maastricht University Rebecca Weiss, Stanford University Jon Krosnick, Stanford University Jan Van Den Brakel, Statistic Netherlands and Maastricht University

Online panels, which contain a pool of registered persons who have consented to repeatedly participate in online surveys, provide data for academic and market research. While they provide easy and quick access to consumers at low costs, they typically rely on non-probability samples that may affect the accuracy of their results. We compare results from 19 non-probability online panels, one Dutch online probability panel, true benchmarks from the Dutch Municipal Basis Administration, and two probability surveys conducted by Statistic Netherlands and find that the non-probability panels generate different level estimates and relationships between variables compared to the benchmarks that cannot be corrected through weighting.

Keywords: Online Panels, Non-Probability Samples, Survey Accuracy

Marketing New Pharmaceuticals: Which Doctors Should Be Detailed? and When? Jaap Wieringa, University of Groningen Katrin Reber, University of Groningen Peter Leeflang, University of Groningen Philip Stern, University of Loughborough

Drug innovation success critically depends on how fast and by how many physicians the new drug is adopted. In this study we investigate how the interplay between stage in the adoption process, marketing efforts, and physician characteristics affects new prescriptions using single- source data of a large panel of UK physicians. We modify an existing framework from the diffusion literature and employ a nonhomogenous Markov chain to model individual-level adoption by physicians. Our results can improve marketing managers’ decisions by providing guidance on when to target which physicians. We illustrate this in a scenario analysis.

Keywords: Markov Chains, Detailing, Pharmaceuticals EMAC Conference nd 42

184 Wednesday, 5 June 2013 11:00 - 12:30

Session 12.02 New Technologies and E-Marketing

Session Title: Interactive Technologies Room: D504 Session Chair: Javier Rodriguez-Pinto, University of Valladolid

The Influence of Interactive Technologies on Consumer Behavior. IPTV Adoption as an E-Commerce Platform Lorena Blasco-Arcas, University of Saragossa Blanca Hernández-Ortega, University of Saragossa Julio Jiménez-Martínez, University of Saragossa

The aim of this research is twofold. Firstly, it analyzes how the two main features of Internet Protocol Television (IPTV), interactivity and personalization, influence both customers’ perceived performance and involvement with a web-based information service. Secondly, it studies whether these features improve customer purchase intentions of this service through IPTV. We developed a 2x2 between-subjects factorial design. MANOVA tests verify that interactivity and personalization improve customer involvement with the service, perceived performance of IPTV and purchase intentions. Moreover, interactivity promotes the effect of personalization on perceived performance and customer involvement. Customers’ involvement and purchase behavior also derive from connections established in the channel with other customers. Customers also appreciate participating in the service provision process, so firms should promote personalization activities during the purchase in order to improve customers’ performance evaluation.

Keywords: Interactivity, Personalization, Iptv EMAC Conference nd 42

185 11:00 - 12:30 Wednesday, 5 June 2013

Pleasure in the Use of New Technologies: The Case of E-Book Readers Javier Rodriguez-Pinto, University of Valladolid Carmen Anton-Martin, University of Valladolid Carmen Camarero-Izquierdo, University of Valladolid

Many new ICTs provide important technical advances, but some of these technologies have difficulties to provide the same pleasure and usage experience than old technologies. This can be the case of e-reading. Based on appraisal theory of emotion and innovation diffusion theory, this paper analyzes how the perception about the advantages of a new technology and its incompatibility with consumer’s values determine the pleasure felt and the effective use of this technology. It is also proposed that consumer involvement with ICTs moderates the effect of advantages and incompatibility on pleasure and use. Findings indicate that perceived advantages increase the pleasure of using the device and the extent to which it is used, whereas attachment to paper books decreases the emotional feeling. The effects on pleasure vary according to the individual’s involvement with ICTs and the type of device.

Keywords: Emotions, E-Book Readers, Involvement With New Icts

Can I Trust Virtual Agents? A Qualitative Study of Determinants Enhancing Trust Development Emna Cherif, University of Paris I Pantheon-Sorbonne Jean-François Lemoine, Université Paris I Pantheon-Sorbonne

User trust in virtual agent is important because it can be compared to customer trust in salesperson in retail stores. Trusting the virtual agent leads to trust the site and could generate online transactions and develop user interaction. This qualitative study aims to understand in- depth the construct of trust building in virtual agent. It explores the virtual agent characteristics behind the trust formation, and tries to consider how these characteristics could be considered as antecedents of trust the formation. 32 internet users were asked about their perceptions of a trustworthy virtual agent. Four main themes emerged as antecedent of trusting the virtual agent. Indeed, trust in the virtual agent could be explained by the trust in competence, trust in benevolence, trust in integrity and trust in compatibility.

EMAC Conference Keywords: Virtual Agents,Trust, Characteristics nd 42

186 Wednesday, 5 June 2013 11:00 - 12:30

Session 14.02 Product and Brand Management

Session Title: Brand Articulation Room: D101 Session Chair: Bjoern Asmussen, Oxford Brookes University

Revisiting Brand Identity, Brand Image, and Their Articulation, in an Interconnected World Catherine Da Silveira, Lisbon University institute (ISCTE) Cláudia Simões, Open University Carmen Lages, Nova School of Business and Economics

Arguing that the increasing consumer involvement in brand development demands a recasting of brand identity management, this paper revisits the conventional theoretical distinction between brand identity and brand image. Drawing on a seminal theory of identity in sociology, and on the insights from a longitudinal case study investigating a service brand, we propose consumers as internal brand stakeholders, under a co-creation context. We further suggest brand identity management as a process that entails managers’ and consumers’ co-engagement in addressing brand issues. This approach leads to the convergence of brand image and brand identity, when brand image takes a consumer-centered meaning.

Keywords: Brand Identity, Brand Image, Brand Management

How Do Corporate Brand Managers Conceptualise Brands? A Social Constructivist Investigation Bjoern Asmussen, Oxford Brookes University

This paper aims to contribute to the brand definition discourse by exploring how corporate brand managers conceptualise brands. A social constructivist grounded theory-led research design was used in order to deal with the real life complexity of corporate brands and their management. In-depth interviews with 20 UK-based corporate brand managers from a variety of industries EMAC Conference were conducted. Overall eight perspectives have been elicited from the interviews based on three nd 42

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underlying factors: (I) stakeholder orientation; (II) sense making versus sense giving; and (III) process versus outcome-based constructs. The results show that individual brand managers use and combine different perspectives when conceptualising brands in a far more dynamic way than previously indicated, which has considerable implications for brand management as well as theory development.

Keywords: Brand, Management, Definition

Internal Brand Orientation: Scale Development and Validation Lamprini Piha, Athens University of Economics and Business George Avlonitis, Athens University of Economics and Business

The internalization of brand values by employees is increasingly recognized as critical for the effective communication and delivery of the brand promise to customers. However, no research effort has been devoted to operationalizing all internal organizational prerequisites that are necessary in order to turn employees into brand champions. The authors propose a new construct, namely internal brand orientation (IBO), for effectively measuring the degree to which an organization effectively and efficiently adopts the necessary internal behaviors for achieving brand excellence. They report the development of a valid measure of IBO, consisting of two behavioral components: top management brand commitment and shared brand values. Theoretical and managerial implications of the new scale are discussed.

Keywords: Internal, Brand, Orientation EMAC Conference nd 42

188 Wednesday, 5 June 2013 11:00 - 12:30

Session 16.02 Retailing, Channel Management and Logistics

Session Title: Channel Dynamics Room: D404 Session Chair: Şebnem Burnaz, İstanbul Technical University

The Pleasure and the Pain of Shopping: A Phenomenological Study Gerard Prendergast, Hong Kong Baptist University Choi Ching Lam, Hong Kong Employment Development Service

This paper reports on a phenomenological study of the experiences of male and female shoppers. Based on in-depth interviews an analysis of 54 significant statements revealed six core themes. Combining textural and structural descriptions of the phenomenon culminates in an essence that depicts shopping as being a pleasurable experience for females but a painful experience for males. Inductively we argue that these findings are most suitably explained within an evolutionary psychology framework.

Keywords: Evolutionary, Consumer, Retailing

Private Labels Brand Equity Process: Is It Different From Brands’? Monica Grosso, EMLYON Business School Sandro Castaldo, Bocconi University

The paper reports the results of a survey-based study analyzing similarities and differences between private labels and traditional brands in the brand equity process. In particular we test a model on the brand equity components’ effect on attitudinal and behavioral loyalty. This model investigates whether the relationships among the key variables identified in the literature change for private labels compared to national brands. The results of this paper show no difference within the brand equity model among the two brands, so according to this paper the brand equity literature could be applied to private labels as well.

Keywords: Private label, Brand, Equity EMAC Conference nd 42

189 11:00 - 12:30 Wednesday, 5 June 2013

Convenience Etymology and History Maria Kalamas, Kennesaw State University

In tracing the etymological and philosophical foundations of convenience, and its transformation over time, we hope to shed light on where convenience has been and where it is headed in the future. Although the change has been slow and gradual, we can learn a lot from the origins of the word and its varying uses over time, and from its philosophical roots, we can uncover its theoretical backbone. We also have a lot to gain from tracing the historical evolution of convenience from its earliest beginnings to its present-day role in marketing and society in general. As marketing is devoid of a large-scale, systematic historical account of convenience, we attempt to fill this significant gap given the defining role convenience has played (and will likely play) in our discipline.

Keywords: Convenience, Etymology, History

Threat and Normative Appeals to Reduce Product Returns in Online Retailing – An Effective Marketing Practice? Ina Garnefeld, University of Wuppertal Eva Muenkhoff, University of Paderborn Karen Raum, University of Wuppertal

Product returns have become a problem for many online retailers. Consequently, online retailers attempt to decrease product returns. A recent practice is the usage of messages with threat or normative appeals posted on the retailer’s webpage aiming at reducing customers’ return behavior. Conducting an experimental study, the authors investigate the effects of appeals on customers’ return and repurchase behavior. According to their results and in contrast to what online retailers seem to expect, both types of appeals increase customers’ product returns and decrease customers’ repurchase intentions. Hence, managers are well advised to refrain from using these appeals on their webpages.

Keywords: Product Return, Appeals, Reactance EMAC Conference nd 42

190 Wednesday, 5 June 2013 11:00 - 12:30

Session 18.02 Services Marketing

Session Title: Communicating Services Room: D203 Session Chair: Carsten Erfgen, Hamburg University

When Do B2C Services Benefit from Ingredient Branding? An Empirical Analysis of Success Drivers Carsten Erfgen, Hamburg University Dora D’Angelo, Hamburg University Henrik Sattler, Hamburg University

Ingredient branding has become an increasingly popular strategy for not only goods but also services. Yet no research considers the effectiveness of service-based ingredient branding, although it is difficult to apply existing knowledge from the goods domain. This article explores potential moderators in a large empirical study (N = 2,166) across 20 different service categories and 40 ingredient brands and shows that host brands characterized by higher physical and mental intangibility benefit from partnerships with more tangible ingredient brands. Ingredient branding is more effective if both the host and ingredient brands are perceived as highly innovative. These findings have important implications for services firms considering ingredient branding.

Keywords: Brand Management, Ingredient Branding, Services Branding

Communication When Pricing Alignable and Nonalignable Value- Added Services Monika Schuhmacher, University of Mannheim Sabine Kuester, University of Mannheim

Value-added services (VAS) are often given away for free despite the value they provide to customers. Afterwards, it becomes difficult to price them. Based on an online experiment (N=564) using the technical support of a laptop provider, we identify strategies influencing the EMAC Conference perceived price fairness of price introductions of formerly free VAS. Overall, cost-, value-based nd 42

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and competitor-based communication impact the perceive fairness of the price introduction. We also find that an alignable VAS positively influences the effect of all three communication types on perceived price fairness.

Keywords: Communication, Pricing, Alignability

Customer Brand Engagement on Online Social Media Platforms: A Conceptual Model and Empirical Analysis Polymeros Chrysochou, Aarhus University Justina Malciute, Aarhus University

The aim of this paper is to contribute to the knowledge of a newly emerged concept of customer engagement with brands in the context of online social media platforms. Drawing on the overview of currently available academic literature and the results of a quantitative consumer study, the paper delivers a thorough investigation of the concept and proposes a conceptual model of customer brand engagement on online social media platforms. The study suggests that customer brand relationship related factors will influence the level of customer engagement, which in turn will affect the levels of behavioral loyalty and intention to recommend the brand. Hence, this paper is an important contribution to the academic marketing literature in the field of customer engagement, which also provides useful managerial insights for marketing practitioners.

Keywords: Customer Engagement, Social Media, Brand

Why Are Older Consumers More Loyal to a Media? An Explanation of Radio Listening Behavior Through Apter’s Motivational Styles Raphaëlle Lambert-Pandraud, ESCP - Europe Gilles Laurent, INSEEC

Older consumers, an important economic target, have been shown be more brand loyal in products and services. Relying on Apter’s motivational styles, we analyze how age impacts radio listening motivations, habits and behavior. A survey of radio listeners of all ages shows that, compared to younger listeners, older listeners express more paratelic motivations in listening to radio, and that paratelic motivations mediate the impact of age on the average duration of

EMAC Conference listening episodes. Younger listeners display a higher propensity to variety-seeking, related to nd

42 a lower tolerance to boredom; propensity to variety-seeking mediates the impact of age on the

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number of stations listened to.

Keywords: Services, Older Consumers, Motivational Styles

Session 19.02 Social Responsibility, Ethics and Consumer Protection

Session Title: Privacy Room: D503 Session Chair: Manon Arcand, University of Québec in Montréal

Loyalty Programs and the Role of Consumer Privacy Concerns Sebastian Tillmanns, Muenster University

Little is known about the drivers of and barriers to the acceptance of loyalty programs. In this study, a framework is developed to investigate the effect of privacy concerns and customer effort on the acceptance of loyalty programs. The framework distinguishes between the attitudinal and behavioral dimensions of loyalty program acceptance and is applied to a general and a specific model. While the general model explains privacy concerns towards loyalty programs in general, the specific model considers loyalty program members’ privacy concerns with regard toa representative set of loyalty programs. The authors find that while customer effort has a strong effect on loyalty program acceptance, the effect of privacy concerns is moderate. The study provides important implications on how to treat consumer privacy concerns in an ethical way.

Keywords: Privacy Concerns, Loyalty Programs, Customer Knowledge

Facebook’s Privacy Protection Practices and Our Perceived Control of Privacy: Do We Care? Manon Arcand, University of Québec in Montréal Bacem Ben Slimane, ESG-UQAM EMAC Conference

This study aims to examine (1) the influence of dimensions of Facebook’s privacy protection, nd 42

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such as access, notification, choice and security (FTC, 2000), on users’ perceptions of trust and control, and (2) the impact of trust and control on behavioral intentions regarding Facebook. Three hundred and eight (308) respondents were surveyed using an online questionnaire. The results show that the security dimension of privacy is prominent in explaining trust and perceived control, but access and choice have no impact. When trust is a driver of behavioral intentions toward Facebook, perceived control does not contribute to explain users’ intentions. These results stress the necessity of enhancing the importance of privacy and control to Facebook users and are particularly relevant for regulatory agencies concerned about consumer protection.

Keywords: Privacy, Control, Facebook

Privacy Concerns, Trust and Risk Perception Effects on User Intention to Disclose Personal Data on Social Networking Websites Mihai Orzan, Bucharest Academy of Economic Studies Octav Macovei, Bucharest Academy of Economic Studies

Social networking sites have had the lion’s share of online traffic in the last few years and they continue to grow in terms of users’ preferences. One of the more controversial aspects of these online services comes from their loose privacy policies, which arouses vocal outrage for many users’ rights advocacy groups. Our paper proposes a theoretical model to investigate users’ intention to continue disclosing personal information on social networking sites. The model was validated through empirical research, resulting that privacy and trust concerns, perceived risks and benefits have strong influence on users’ intention to continue disclosing personal information online.

Keywords: Social Networks, Privacy, Trust

How Can Social Networks Systems Be an M-Commerce Strategic Weapon? Privacy Concerns Based on Consumer Satisfaction Jean-Eric Pelet, IDRAC - International School of Management (Nantes) Mbaye Fall Diallo, Universite Lille Nord de France-Skema Business School and Chercheur au LSMRC Panagiota Papadopoulou, University of Athens

EMAC Conference This paper aims to investigate the perception of Social Networks Systems (SNS) by consumers nd

42 and the consequences in terms of consumer privacy. An exploratory study conducted with 21

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respondents and a confirmatory one including 698 online respondents have been conducted. Demonstration is made that ease of use positively and directly influences trust and privacy with SNS. A strong positive influence of privacy with SNS on privacy with m-commerce is found. Feelings of trust and ease of use are important constructs that can enable m-commerce websites and SNSs to leverage their benefits and appeal. Theoretical and managerial implications are provided.

Keywords: M-Commerce, Social Networks Systems, Privacy

Session 20.02 Tourism Marketing

Session Title: Destination Image and Personality Room: D405 Session Chair: Enrique Bigne, University of Valencia

Place Brand Personality: Development and Validation of a Place Personality Scale Tobias Heilmann, University of Zürich Marc Fetscherin, Rollins College

This paper develops a theoretical framework and measurement scale of the brand personality of places. We followed the traditional eight-step procedure to develop a valid and reliable scale. A total of 8,606 Swiss respondents participated in our multilingual study, resulting in a scale with 9 dimensions: parochialism, snobbishness, urbanity, safeness, prominence, uniqueness, autonomy, manageability, and family friendliness. Our scale is a strategic planning tool that allows various stakeholders of a place to measure and manage its brand image. It allows stakeholders to make actionable decisions to attract tourism, foreign direct investments, immigrants, and other important drivers of sustainable place development. Finally, theoretical and practical implications regarding the use of the brand personality construct for places are discussed.

Keywords: Brand Personality, Place Branding, Place Personality EMAC Conference nd 42

195 11:00 - 12:30 Wednesday, 5 June 2013

Matching Tourism Type and Destination Image Perceptions in a Country Context Antonios Giannopoulos, Athens University of Economics and Business Stella Kladou, Hellenic Open University Ioannis Assiouras, Toulouse Business School

Based on previous research on country of origin effects, the paper aims to provide new directions to the field of tourism destination in a country image context unveiling the possible options of matching country destination image with tourism types. A quantitative research design is employed for the purpose of the study. Data analysis demonstrates under which circumstances willingness to visit a country is positively or negatively affected, when specific country image characteristics or features of tourism types are communicated. The study may assist tourism practitioners in gaining a better understanding of whether tourists conceive all forms of tourism in a specific country favourably simply because they link favourable dimensions to that particular country or whether they perceive only some tourism forms favourably.

Keywords: Destination Branding, Country Of Origin, Destination Image

Why Should I Visit This Country? Country Personality as Predictor of Visiting Intentions and the Moderating Role of Perceived Country Dissimilarity Christoph Hohenberger, Technical University Munich Rebekka Hedjasie, University of Applied Management (UAM) Min Tang, University of Applied Management (UAM) Matthias Spörrle, University of Applied Management (UAM)

Given the fact that country personality is considered a key strategic element in the field of tourism marketing, little is known about the dimension-specific direct and moderated influences of the country personality on travel intentions. Our survey-based research (N = 595) examines country personality in its potential interaction with the perceived dissimilarity between the home country and the travel destination country. Our results indicate a distinct predictive relevance of the dimension of agreeableness and its moderation by the dissimilarity between the countries. For countries perceived as highly different agreeableness was found to be even more important. EMAC Conference nd

42 Keywords: Country Personality, Travel Intention, Tourism Marketing

196 Wednesday, 5 June 2013 14:00 - 15:30

WEDNESDAY - 14:00 - 15:30

Session 01.05 Advertising, Promotion and Marketing Communications

Session Title: Sponsorships Room: D201 Session Chair: Robert Angell, Cardiff University Business School

An Enemy by Association: Sponsorship Responses by Fans of a Rival Soccer Team Robert Angell, Cardiff University Business School Matthew Gorton, Newcastle University John White, Plymouth University

Corporate sponsorship in sports has for many years been used to leverage brand equity. Whilst common in theory and practice, the darker side of sporting rivalries and its effect on sponsorship outcomes is less understood. An empirical model is tested for the behavioural reaction of soccer supporters towards the sponsor of their biggest rival. The findings suggest that a positive attitude towards the company prior to any alliance is an important antecedent of a favourable post-sponsorship response. However, higher levels of both fan identification and schadenfreude have negative consequences on brand favorability. The study addresses an overlooked area of sponsorship research and presents implications for organizations considering sponsorship, specifically in those sports with a notable in-group out-group faction.

Keywords: Sponsorship, Schadenfreude, Responses EMAC Conference nd 42

197 14:00 - 15:30 Wednesday, 5 June 2013

Consumer Attitudes toward Sponsors vs. Ambushers Reinhard Grohs, Innsbruck University Elisabeth Wolfsteiner, University of Vienna Heribert Reisinger, University of Vienna

Ambush marketing today is a widely used marketing communications strategy. Ambushers indirectly associate themselves with a sponsored property without being an official sponsor. Little is known, however, how consumers react if they detect ambush marketing practices. Therefore, a comprehensive experiment simulates sponsoring and ambushing activities without disclosure of the actual sponsor/ambusher identity. Attitudes toward brands identified as sponsors, ambushers or non-sponsors (neither sponsors nor ambushers) are compared. Results show that consumers have better attitudes toward brands identified as sponsors compared with brands identified as non-sponsors, but not compared with brands identified as ambushers. Brands identified as ambushers also exhibit attitudes that are similar to attitudes toward non- sponsors. Implications for sponsorship research and practice are discussed.

Keywords: Sponsorship, Ambush Marketing, Attitude

How Sponsorship Affects Brand Attitude: The Role of Sponsor Partnership Characteristics Jan Dreisbach, Technische Universität Braunschweig David M. Woisetschläger, Technische Universität Braunschweig Marc Schnöring, Technische Universität Braunschweig Christof Backhaus, Technische Universität Braunschweig

Marketing management considers the improvement of brand attitude to be one of the most important outcomes of sponsorships. However, existing knowledge in academia and practice of how to transfer the attitude and image of the sponsored object onto the sponsor is still limited. Drawing on a representative sample of 4,854 sponsor evaluations of 43 sponsorships, this study shows that differences in attitude toward the sponsor are not only affected by individually different consumer perceptions of the sponsorship but also by objective differences in sponsorship characteristics.

Keywords: Attitude-Transfer, Sponsorship-Characteristics, Multilevel-Analysis EMAC Conference nd 42

198 Wednesday, 5 June 2013 14:00 - 15:30

Session 02.03 Business-to-Business Marketing and Networks

Session Title: Negotiation Room: D303 Session Chair: Ingmar Geiger, Free University of Berlin

Issue Management and Agenda Setting in Business-to-Business Sales Negotiations Ingmar Geiger, Free University of Berlin

This paper focuses on the question which influence the nature of negotiation issues (kind, number, order) has in B-to-B sales negotiations and how exchange parties try to use these issues to their benefit. The analysis is based on thirty expert interviews conducted in selling and buying firms in the industrial and service project business. Through a grounded theory approach recurring issue patterns are identified. Second, we unveil five distinct issue based negotiation tactics used in a differentiated manner between sellers and buyers. Third, our analysis shows that buyer and seller role, industry type, and the kind of purchasing process (privately placed orders vs. structured bidding processes) are important boundary conditions for issue management and agenda setting in B-to-B sales negotiation.

Keywords: Negotiation, Project Business, Grounded Theory

How Sellers Can Be Ambitious in Price Negotiations without Harming the Buyer-Seller Relationship Evelyn Ott, University of Mannheim Dirk Totzek, University of Mannheim Christian Homburg, University of Mannheim

In price negotiations it is unclear whether negotiation goals to improve immediate economic outcomes might hurt relational outcomes (such as trust, commitment, and satisfaction) and vice versa. Through a large-scale negotiation experiment, the impact of seller price goals on the EMAC Conference settlement price, the buyer’s perceived level of conflict, and relational outcomes is investigated. nd 42

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Results show that ambitious seller goals increase settlement prices but also increase buyer’s perceived conflict, which in turn hurts relational outcomes. Via content analysis a solution to this problem is identified: Sellers applying an integrating negotiation strategy more extensively can limit the buyers’ perceived conflict and thereby improve relational outcomes while maintaining the positive effect of ambitious goals on settlement prices.

Keywords: Price Negotiation, Buyer-Seller Relationship, Goal Setting

Dealing With Feeling – Emotions in E-Negotiations and Face-To-Face Negotiations Markus Voeth, Hohenheim University Uta Herbst, Potsdam University Jana Frey, Hohenheim University Martina Pesic, Hohenheim University

Given the increasing importance of e-negotiations in industrial markets, our study investigates differences in the negotiation process and outcomes of e-negotiations and traditional face-to- face negotiations. In this context we especially focus on the impact of emotionality as an under- researched phenomenon in negotiations. For this reason a comprehensive content analysis on 600,000 words from 181 negotiation records is conducted. Our results show that emotionality is significantly higher in e-negotiations than in face-to-face negotiations. Moreover, they reveal that positive emotions positively influence profits, whereas negative emotions have a negative impact. However, the negotiation medium does not influence the effect of emotions on negotiation outcomes.

Keywords: Negotiations, Emotions, E-Negotiations

“After The Game Is Before the Game!” – Renegotiation Insights From Business-to-Business Marketing Literature Aline Kugler, University of Hohenheim Markus Voeth, University of Hohenheim Jeanette Loos, University of Hohenheim

EMAC Conference Negotiations are a core element of business-to-business transactions. Within these transactions, nd

42 in recent years, renegotiations are on the increase. As these renegotiations strongly impact on

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relationships, they are of special interest and importance for business-to-business marketing practice and business-to-business marketing research. This paper seeks to provide an overview of marketing research concerning renegotiations within the past 30 years. An analysis of high- ranking marketing and negotiation journals revealed that renegotiations are only occasionally addressed in marketing research. We present a research agenda that might guide further research in future.

Keywords: Negotiations, Renegotiations, Business-To-Business Marketing

Session 03.04 Consumer Behaviour

Session Title: Social Norms and the Regulatory Power of Social Groups Room: D103 Session Chair: Vladimir Melnyk, Carlos III University

Show Me How to Achieve My Goals: The Effect of Regulatory Focus on the Influence of Social Norms Vladimir Melnyk, Carlos III University Arnout R. H. Fischer, Wageningen University Erica Van Herpen, Wageningen University Hans C. M. Van Trijp, Wageningen University

Consumers encounter messages using social norms in a variety of situations and contexts where different goals can be dominant. This research shows the differential effect of regulatory focus for descriptive and injunctive norms, which occurs because different norm formulations are compatible to promotion or prevention focus. Results of two experiments show that the effect of descriptive norms is lower when prevention goals are salient than when promotion goals are salient. This has important implications for marketers using descriptive norms, with respect to message wording, the context in which the message is received by consumers, as well as the channels of communication. EMAC Conference nd

Keywords: Regulatory Focus, Social Norms, Goals 42

201 14:00 - 15:30 Wednesday, 5 June 2013

Looking for Revenge? Talk to a Stranger Inés López, Universidad Miguel Hernandez Salvador Ruiz, University of Murcia Luk Warlop, K.U. Leuven and BI Oslo

When consumers are confronted with a negative consumption episode, they strongly tend to share their experience with others. This sharing process may influence the overall evaluation of the episode. In this paper, we analyze the effect of tie strength (the type of addressee consumers share the consumption episode with) and their interest in the product on the formation of the satisfaction response. The analysis reveals that strangers are better addressees than friends. Our results show that satisfaction is higher when the addressee is interested in the product, while anger mediates the effect of addressee and interest on the product on satisfaction. Additionally, our findings also demonstrate that the desire for revenge acts as a moderator in the relationship between anger and satisfaction.

Keywords: Anger, Addressee, Satisfaction

Self-Threat Based Marketing Communications Can Backfire: Managing Defensive Responses Among High Self-Esteem Consumers Fang Wan, University of Manitoba Pingping Qiu, Monash University Amitava Chattopadhyay, INSEAD

The idea that consumers seek for products to restore their self-worth when self-views are cast into doubt encourages the marketers to use self-threatening messages to persuade consumers to buy. However, we argue that self-threatening appeals may backfire among high self-esteem consumers, since they are susceptible to cues that signal their self-deficiency. High self-esteem consumers may defensively cope with self-threat by rejecting products marketed using self- threats. Moreover, we argue that the backlash effect among high self-esteem consumers can be mitigated by offering opportunities that affirm their current or future self.

Keywords: Threatd, Defensive, Esteem EMAC Conference nd 42

202 Wednesday, 5 June 2013 14:00 - 15:30

Session 04.03 Innovation and New Product Development

Session Title: Creativity Room: D302 Session Chair: Nimet Uray, İstanbul Technical University

New Product Creativity: Multi-Level Meta-Analytic Insights and Empirical Generalizations Anna Scedrova, Cardiff Business School Robert E. Morgan, Cardiff Business School Dennis Herhausen, University of St.Gallen Costas Andriopoulos, Cardiff Business School

The extant new product creativity (NPC) literature reveals the empirical equivocality with regards to antecedent explanada of NPC as well as the consequential effects of NPC on performance outcomes. This study proposes a multilevel conceptual model to investigate the interactive nature of the relationships between NPC, its antecedents, and consequences. By meta-analysing effect sizes obtained from 58 studies on NPC, the results indicate the overall positive relationship between team, organizational, and market characteristics and NPC, and identify a series of ‘dominant’ predictors. Furthermore, our meta-analytic findings indicate that NPC significantly improves new product and firm performance. Finally, the results of a moderator analysis reveal a number of contextual and measurement factors that influence the strength of the NPC – performance relationship.

Keywords: Creativity, Meta-Analysis, Innovativeness

Consumer Creativity in Product Design: The Effects of Providing a Default Product on Idea Generation Bo Chen, ESSEC Business School Niek Althuizen, ESSEC Business School EMAC Conference

Engaging consumers in product design has been shown to impact consumers’ utility and nd evaluation of self-designed products. This study examines the effects of providing consumers 42 203 14:00 - 15:30 Wednesday, 5 June 2013

with a default product in the creative process. Extant literature suggests that providing a default product could either enhance or restrict creative output. In this article, we argue that which of these effects is more likely to occur depends on the level of advancement of the default product and the design goal (functional vs. aesthetic). The results of two experiments support our hypotheses by showing that a more advanced default product reinforces consumer creativity in functional designs but inhibits it in aesthetic designs.

Keywords: Consumer Creativity, Product Design, Default Product

The Role of Improvisation in New Product Creativity Kyriakos Kyriakopoulos, The American College of Greece

Improvisation features prominently in the researchers’ and practitioners’ discussions for promoting creativity in the firms; yet, current research has not explored this potential. Taking advantage of research on the contingencies in the value of improvisation, this paper explores how organizational memory shapes the effect of improvisation on creativity in product innovation. Specifically, we argue that two types of memory--procedural and declarative memory--produce contrasting moderating effects on improvisation - new product creativity relationship. The results of a survey of new products from the Dutch food industry show that procedural memory hurts while declarative memory fosters the impact of improvisation on new product creativity.

Keywords: Improvisation, Memory, Creativity

The Epidemic of Innovation Cloning: Retailers’ Decision to Introduce Private Label Innovation Copycats Anne Ter Braak, KU Leuven Barbara Deleersnyder, Tilburg University

In the CPG industry, managers, academics and consultants all agree that one of the best approaches for national-brands (NBs) to combat private labels (PLs) is to offer innovations. Increasingly, however, retailers try to capitalize on these innovations by quickly introducing their own PL innovation copycats. This poses a threat to the profitability and even the survival of the original NB innovation. We aim to provide manufacturers insights into which NB innovations

EMAC Conference are likely candidates for imitation by retailers, and what drives retailers to engage in this activity. nd

42 Not surprisingly, more successful NB innovations from successful mother brands are more likely

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to be copied. But preliminary findings also show, for instance, that retailers are more likely to imitate innovations in a category that is less proliferated, has a higher PL share, and already contains a premium PL.

Keywords: Private Labels, National-Brand Innovations, Copycat

Session 05.03 International and Cross-Cultural Marketing

Session Title: International Marketing Strategy Room: D202 Session Chair: Şebnem Burnaz, İstanbul Technical University

How Marketing Capabilities are Influenced and Reflected: A Meta- Analytical Review Qun Tan, Durham University Carlos M.P. Sousa, Durham University

Although, in the international marketing literature, most research is generally framed around the international marketing strategy decisions (e.g. standardization/adaptation) we focus on the impact of marketing capabilities on the firm’s performance. This focus on marketing capabilities is justified since it has been identified as one of the primary ways firms can achieve a competitive advantage and superior performance. Thus, the purpose of this study is to build upon existing research and to examine the role of marketing capabilities on the firm’s performance in international markets. To accomplish this objective, we conduct a meta-analysis to quantitatively synthesize and analyse the empirical findings on antecedents and consequences of marketing capabilities. Conclusions are drawn and implications from the research are outlined.

Keywords: Marketing Capabilities, Firm Size, Meta-Analysis EMAC Conference nd 42

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The Effect of the Frontline Employee’s Intercultural Competence on the Evaluations and Behavioural Outcomes of an Intercultural Service Encounters Ankie Hoefnagels, Zuyd University of Applied Science Josee Bloemer, Radboud University, Nijmegen Mark Pluymaekers, Zuyd University of Applied Science

In the light of the exponential growth of intercultural service encounters and the importance of customer-orientation in services, we investigate the effect of the frontline employee’s intercultural competence in an intercultural service encounter on customer comfort, encounter satisfaction and word-of-mouth. The focus of this study is on the effect of employee cultural competence, relative to employee technical competence and cultural distance. A 2x2x2 full- factorial experimental design was used. Results show significant main effects of employee intercultural competence, employee technical competence and cultural distance. Moreover, there are significant interaction effects of intercultural and technical competence, and of intercultural competence and cultural distance. Taken together, these findings confirm that intercultural competence has a large impact on customer’s perceptions of an intercultural service encounter.

Keywords: Intercultural Service Encounters, Intercultural Competence, Relationship Quality

Customer Orientation and SME Export Performance: Insights from Italian Manufacturing Firms Simone Novello, University College Dublin Jorge Lengler, ISCTE Business School Pilar Murias, Universidad de Santiago de Compostela

The purpose of this study is to advance knowledge of export literature on Italian SMEs. Given the striking changes that the process of globalization has brought to international markets, scholarly research has highlighted that Italian SMEs should adopt a customer orientation strategy in order to increase their competitiveness. To date, very few studies have tested whether those strategies viewed as success factors are actually beneficial for the Italian SMEs. A sample of senior managers of small and medium-sized exporting firms in Italy is used to test the hypotheses. Whilst confirming that customer orientation has a direct impact on strategic performance, we EMAC Conference

nd show that customer orientation has a negative effect on firms’ financial performance. Our study

42 shows that product technology does not have a significant impact on financial performance,

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but this link is mediated by strategic performance. Finally, our results confirm that experienced managers of SMEs consider customer orientation a central element of their firm’s export strategy. Implications of these findings along with the limitations of the study are discussed.

Keywords: Customer Orientation, Export Performance, Italian SMEs

Session 10.01 Marketing Theory

Session Title: Experience & Branding Room: D501 Session Chair: Rod Brodie, University of Auckland

Brands as Action Nets Andrea Hemetsberger, University of Innsbruck Sylvia Von Wallpach, University of Innsbruck

Societal and technological developments have radically altered our view on branding as a management task, introducing a collaborative, action-centric view that regards brands as fluid, dynamic, and enacted by multiple stakeholders. Although this view has been brought forward repeatedly, branding literature still lacks solid theoretical conceptualization of (1) the interrelatedness of multiple stakeholders, (2) what action actually is, and (3) what this means for branding. This paper seeks to outline a process-oriented, multiple-actor view on branding. To this end, we review seminal process theories, evaluate their potential contribution to contemporary branding, and outline our view of brands as action nets.

Keywords: Branding, Action Net Theory, Stakeholder Theory EMAC Conference nd 42

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The Relevance of Flow Theory for Experience Marketing: A Conceptual Model and Research Propositions Bilge Aykol, Dokuz Eylül University Manolya Aksatan, Dokuz Eylül University

Flow theory, which is characterized by focused attention devoted to intrinsically enjoyable activities, demonstrates a considerable potential for explaining experiential consumption. Though, studies on marketing drawn on flow theory have by and large focused on consumer behaviour in computer-mediated environments. The purpose of this paper is to explore the relevance of flow theory for the experiential consumption and develop future research directions. A conceptual model is proposed where product-related factors (challenge-skill balance, clear goals and immediate feedback, authenticity, and distractions) are set as antecedents of and marketing outcomes (satisfaction and loyalty) as consequences of flow. Certain research implications are addressed.

Keywords: Flow Theory, Experience Marketing, Authenticity

Status Signaling through Consumption Choices: ‘The Theory of the Leisure Class’ and Luxury Brand Life-Cycles and Cross-Cultural Brand Transfers Henning Schwardt, Bremen University Michael Schade, Bremen University Andreas Müller, Bremen University

We propose to add status signals that are adapted from higher ranking socio-economic groups as an explanatory factor of consumption choices in order to broaden the framework applied for studying consumption patterns. Especially interesting for us are the consequences this has for the longer term structure of successful brands and brand communication, in the context of luxury brands, including the transferability into different cultural contexts. In this paper we formulate the concept for such broader-based consumption choice analyses. Future research will focus on questions in the indicated fields.

Keywords: Conspicuous Consumption, Status Signals, Communication EMAC Conference nd 42

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Session 12.03 New Technologies and E-Marketing

Session Title: Mobile Media Room: D504 Session Chair: Raúl Pérez López, University of Saragossa

A Theoretical Extension of the Technology Acceptance Model (TAM) to Explain the Adoption and the Usage of New Digital Services Magali Giraud, Toulouse I University of Social Sciences Jean-Philippe Galan, Université de Valenciennes et du Hainaut Cambrésis Lars Meyer-Waarden, IAE Toulouse - Université Toulouse I

This research develops and tests a theoretical extension of the Technology Acceptance Model (TAM) that explains perceived usefulness, ease of use and subsequently usage intentions of new digital services (to facilitate administrative, pedagogical and leisure activities). We introduce the complementary variables as antecedents: impact on one’s social image to others, self-efficacy, hedonism, innovativeness, and privacy-related issues, such as trust to information technology. The extended model, referred to as TAM2, was tested using data collected (N = 2205) regarding three new digital services. Trust plays a key role in the adoption process and has even more impact on intention of use than perceived ease of use and perceived usefulness, whatever the domain of application. Perceived hedonic benefits enhances perceived easiness and usefulness of usage of the new technology.

Keywords: TAM, Sem, Education

How Does Media Richness Influence Attitude in a Mobile Purchase Decision? An Analysis for Users and Non-Users Raúl Pérez López, University of Saragossa Laura Lucia Palacios, University of Saragossa Yolanda Polo Redondo, University of Saragossa EMAC Conference

The aim of this paper is to examine the influence of media richness on attitude in a mobile nd purchase decision. We add this variable to the Motivational Model (MM) and additionally 42 209 14:00 - 15:30 Wednesday, 5 June 2013

distinguish between users and non-users. Data were obtained from a survey conducted among Spanish consumers. Data analysis has been carried out by applying Partial Least Squares (PLS). The results show the importance of media richness on MM concepts, as well as remarkable differences between users and non-users. Thus, while extrinsic motivations are more relevant to determine users’ attitude, both extrinsic and intrinsic motivations are relevant to non-users. Interesting implications can be raised from these findings.

Keywords: Media Richness, Motivational Model, M-Purchase

Influence of Ad Presentation Type and Personalization on The Effectiveness of In-App-Advertising - An Experimental Approach Stefanie Sohn, Braunschweig University of Technology Michael Kempe, Braunschweig University of Technology

Advances in mobile technology, such as smartphone development, accelerate the evolution of mobile advertising. Hence, advertisers have generated substantial interest in advertising via smartphones and in ‘mobile apps’ as novel advertising media. Despite that, in-app-advertising has been given little consideration in marketing research so far. Therefore, a survey-based lab experiment with over 120 students was conducted to analyze the impact of ad format (interstitial vs. banner) and personalization on in-app-ad perception as well as their influence on recipients’ attitude towards the ad. The results show significant differences between the treatments, leading to a differentiated view regarding the influence of ad presentation type and personalization on advertising effectiveness in mobile applications.

Keywords: In-App-Advertising, Experiment, Effectiveness EMAC Conference nd 42

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Session 13.01 Pricing and Financial Issues in Marketing

Session Title: Pricing and Competition Room: D403 Session Chair: Ayşe Kocabıyıkoğlu, Bilkent University

Decision Making in Revenue Management: An Experimental Study Ayşe Kocabıyıkoğlu, Bilkent University Celile Itır Göğüş, Bilkent University Mert Hakan Hekimoğlu, Syracuse University

For the standard two-class revenue management model, the normative allocation is given by Littlewood’s Rule, but little is known about how decision makers actually make these decisions. We report results of an experimental study that investigates revenue management decision making. We find that subjects’ behavior consistently deviate from the normative levels. Furthermore, our subjects reserve more units for the higher priced class when they are asked to set the protection level, i.e., the number of units set aside for the higher priced class, than when they set the booking limit, i.e., the number of units available for the lower priced class.

Keywords: Pricing, Experimental Economics, Behavioral Decision Making

Self-Serving Behavior in Price-Quality Competition Daniel Halbheer, University of Zurich Marco Bertini, London Business School Oded Koenigsberg, London Business School

Positive illusions can bias a manager’s evaluation of market outcomes, self-servingly crediting success on the superior quality of one’s own product but blaming failure on the aggressive price of a competitor’s offering. We position our theory in the psychology of attribution, define self- serving behavior and provide experimental evidence of this phenomenon, and develop a model of price-quality competition that incorporates the empirical findings. Specifically, we first study EMAC Conference the natural benchmark equilibrium provided by unbiased decision makers. We then introduce nd 42

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self-serving behavior in the presence of myopic principals who anticipate the limitations of managers.

Keywords: Self-Serving Bias, Attribution Theory, Price-Quality Competition

Session 14.03 Product and Brand Management

Session Title: Brand Identification Room: D101 Session Chair: Steffen Herm, Technical University of Berlin

Brand Identification by Product Design in Different Evaluation Modes Steffen Herm, Technical University of Berlin Jana Möller, Freie Universität Berlin

Distinctive product design facilitates brand recognition. Brands that seek protection against design imitation need to prove consumer confusion, e.g. by consumer surveys. This research investigates tasks for brand identification by product design across two product categories (beer, smartphones). Results show that brand identification heavily depends on the evaluation mode evoked by the identification task – a variable that is clearly unrelated to product design. Consumers are more likely to confuse copycats when the evaluation task puts them in a non- comparative mode compared to a task that puts them in a comparative mode. Insights advice managerial and legal decisions in trademark cases.

Keywords: Brand, Design, Recognition EMAC Conference nd 42

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The Effects of Customer Satisfaction and Consumer-Brand Identification on Customer Loyalty Revisited: The Moderating Role of Market Uncertainty Chris Horbel, University of Bayreuth Bastian Popp, University of Bayreuth Herbert Woratschek, University of Bayreuth

This study analyzes the effects of customer satisfaction and consumer-brand identification on customer loyalty. We contribute to previous research by showing that the relative importance of both constructs depends on the degree of market uncertainty. We test our conceptual model using a comprehensive set of product and service brands. The results reveal that consumer- brand identification is a crucial determinant of customer loyalty for both low and high market uncertainty. In contrast, the effect of customer satisfaction on customer loyalty decreases in the case of high market uncertainty. Consequently managers should consider the market context when choosing an appropriate marketing strategy.

Keywords: Customer Satisfaction, Consumer-Brand Identification, Market Uncertainty

Me, Myself and Ikea: Qualifying the Role of Implicit Egotism in Brand Judgment Jacob H. Wiebenga, University of Groningen Bob M. Fennis, University of Groningen

The present research extends previous work on the implicit tendency to be attracted to objects, events and entities that are associated with the self by demonstrating how generic self-referencing brand names influence brand judgment. In three experiments we hypothesize and find that respondents show increased liking of brands with names starting with a pronoun that refers to the consumer’s self (i.e., ‘I’ or ‘my’ as in ‘iTunes’ or ‘MySpace’). Moreover, we show that the impact of pronouns in brand names on brand judgment hinges on the valence of the consumer’s self. Finally, we demonstrate that the tendency to feel attracted to self-referencing brand names is more pronounced for self-expressive products and that the self-referencing bias functions in a self-affirming role.

Keywords: Implicit Egotism, Brand Judgment, Self-View EMAC Conference nd 42

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The DNA of Patronymic Brands Catherine Viot, Université Bordeaux IV Jérome Lerat-Pytlak, Université Bordeaux IV

This research aims at exploring the antecedents of brand personality. Certain brand names are the last name of the founder of the company as this is the case for Dell, Ford, Peugeot, Siemens, and Mars. Those brands are called patronymic brands. Because they inherited from the name of their founder, we can wonder if they also received other attributes of this person like personality, temperament and values, a kind of DNA. A three-stage experimental study was carried out to test if patronymic brands personality is influenced by the eponymous founder’s personality. Results show that communicating on the eponymous founder’s personality influences brand personality but this transfer is particularly significant when the patronymic characteristic of the brand is not known before the exposure.

Keywords: Brand Personality, Patronymic Brands, Corporate Personality

Session 15.01 Relationship Marketing

Session Title: Customer Loyalty Room: D505 Session Chair: Lars Meyer-Waarden, Strasbourg III University and IAE Management School

The Effects of Purchase Orientations on Perceived Loyalty Programs’ Benefits and Loyalty Lars Meyer-Waarden, Strasbourg III University and IAE Management School Christophe Benavent, University Paris Nanterre Michel Calciu, IAE Lille-LEM Herbert Casteran, EM Strasbourg Business School EMAC Conference

nd This article examines how loyalty programs’ (economic, hedonist, relational, convenience,

42 informational) rewards enhance or undermine customers’ perceived program benefits as well

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as subsequently loyalty according individual shopping orientations (economical, hedonist, social-relational, apathetic, brand/loyal). The research uses self-determination theory (SDT) and purchase orientations. Scales are developed. To validate the hypotheses, 2.100 loyalty card holders are surveyed in a French grocery retailing hypermarket. Perceived benefits and loyalty vary according to purchase orientations, in line with the SDT. Intrinsic (extrinsic) rewards motivate customers to act to obtain a benefit within (apart from) the target of their purchase orientation and influences loyalty positively (have low impact on loyalty). Differentiation through tailored rewards is necessary in markets with strong competition to appeal to different segments.

Keywords: Loyalty Program Rewards, Self-Determination Theory, Purchase Orientations

The Effect of Loyalty Programs on Target and Bystander Customers: A Customer Portfolio Perspective on Loyalty Program Performance Lena Steinhoff, University of Paderborn Robert W. Palmatier, University of Washington

Loyalty programs have become a popular instrument of customer relationship management. However, many loyalty programs perform poorly. Among both marketing managers and researchers, reasons for loyalty program failure are unclear. To enhance our understanding of loyalty program effectiveness, we propose a customer portfolio perspective. In two experimental studies across two industries, we demonstrate the importance of accounting for target as well as bystander customers when analyzing loyalty program performance. Gratitude, status, and unfairness serve as mediating mechanisms linking loyalty programs to performance outcomes. Target and bystander effects are contingent on loyalty programs’ clarity of rules and visibility of rewards.

Keywords: Loyalty Programs, Customer Loyalty, Experimental Research EMAC Conference nd 42

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The Illusion of Points: Investigating The Effects of Medium Magnitude in Loyalty Programs Sören Köcher, TU Dortmund University Markus Blut, Newcastle University Business School

Medium-based loyalty programs offer their members for each monetary unit spent on the company a certain number of medium units (e.g., loyalty points) which can be used to redeem a reward. Although these programs are a popular instrument for increasing customer retention, research on medium characteristics is scarce. Based on prospect theory, this study demonstrates that both purchase and redemption decisions are influenced by the alleged irrelevant specification of medium magnitude. Two experiments reveal that medium magnitude enhances the likelihood of purchasing a premium product instead of a standard product, while it diminishes the likelihood of redeeming a premium reward.

Keywords: Medium-Based Loyalty Programs, Medium Magnitude, Product Choice

Session 16.03 Retailing, Channel Management and Logistics

Session Title: Store Image and Consumer Decision Making Room: D404 Session Chair: Kalliopi Chatzipanagiotou, University of Glasgow

Customer Segmentation Based on a Collaborative Recommendation System: Application to a Mass Retail Company Virginie Vandenbulcke, UCL MONS Fabian Lecron, UMONS Caroline Ducarroz, UCL MONS François Fouss, UCL MONS EMAC Conference

nd Identifying customer segments has been arousing interest in the literature for decades, for various 42 reasons. This paper introduces a different way of segmenting customers in the retail sector based 216 Wednesday, 5 June 2013 14:00 - 15:30

on shopping behaviors: unlike traditional criteria, our segmentation criterion lies on items that we recommend shoppers to buy in the future, these recommendations being defined on what other shoppers, who act similarly in terms of shopping basket, buy. Our approach is thus made of two steps: first, products to be recommended to each specific customer are determined and second, customers are segmented following these recommendations. A first analysis on real data has been performed and preliminary results are shown in this paper. A possible application lies in the area of targeted promotional material, for example advertising folders or brochures adapted for each segment.

Keywords: Segmentation, Recommendation, Retailing

The Role of Store Image in Shaping Consumer Trusting Beliefs for Private Label Brands Christos Koritos, ALBA - Athens Laboratory of Business Administration Kalliopi Chatzipanagiotou, University of Glasgow

The present study examines the capacity of retailer store image to enhance consumer trust perceptions about the retailer and through this to improve consumer trust beliefs, attitudes and purchase intentions of the retailer’s private label brands (PLBs). Customers from three major Greek grocery retailers were surveyed. Data were analyzed using Structural Equation Modeling (SEM). The results reveal that store image attributes influence significantly and positively customer’s trust towards the retailers. Moreover, the development of trust in the retailer’s PLBs is a necessary precondition for the development of positive attitudes and behavioural intentions towards PLBs. Based on these findings, conclusions are drawn and study limitations are discussed.

Keywords: Private Labels, Retailing, Consumers

Building a Strong Retail Brand: A Comparative Analysis of Non-Food- Retail Sectors Bernhard Swoboda, Trier University Frank Haelsig, HTW Saarland University of Applied Sciences Hanna Schramm-Klein, University of Siegen Dirk Morschett, University of Fribourg EMAC Conference nd

This article investigates the antecedents of a strong retailer and a powerful retail brand. Unlike 42

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other investigations, a model is applied to three non-food retail sectors, so that generalizable conclusions can also be drawn as well as sector-specific conclusions After conducting the required test for measuring invariance of the relevant constructs over the sectors, multi-group structural equation modeling is used to illustrate the impact of the perception of retailer attributes on customer-based retail brand equity. We point out intersectoral differences in the relevance of the individual dimensions, while there is also evidence of effects that can be generalized across sectors.

Keywords: Customer-Based Retail Brand Equity, Store Loyalty, Non-Food-Retailing

The Age of Atmosphere: Age-Specific Visitor Expectations on Consumer Trade Show Atmosphere Martin Wiedmann, HHL Leipzig Graduate School of Management Beatrice Ermer, HHL Leipzig Graduate School of Management Manfred Kirchgeorg, HHL Leipzig Graduate School of Management

The authors examine the crucial elements of consumer trade show atmosphere expected by different age groups. Researchers discussed already store-atmosphere, but trade shows are a nearly unexplored field. To measure the atmosphere elements the authors use a qualitative approach to define several atmosphere aspects. An analysis of 876 participant answers leads to 31 atmosphere aspects. The aspects are tested with their impact depending on three participant groups separated by age. Cross tabulation shows that 8 aspects differ between age groups, what can be explained by the consumer’s stage of life. This is important because most of the aspects are under direct control of the trade show management. The explored atmosphere aspects can be used to adjust consumer trade shows to the target group to improve perceived atmosphere.

Keywords: Trade Shows, Atmosphere, Consumer Behavior EMAC Conference nd 42

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Session 18.03 Services Marketing

Session Title: Customer Referral Room: D203 Session Chair: Daniel Wentzel, RWTH Aachen University

Turning Friends into Customers? The Impact of Employee Referral Programs on Referral Likelihood Daniel Wentzel, RWTH Aachen University Christian Schmitz, University of St. Gallen

In recent years, customer referral programs have become a popular marketing tool. This research focuses on another social group that may also issue recommendations, namely a firm’s own employees. Drawing on social identity research, the authors find that employees are more likely to promote their firm’s services when their employee identity is highly salient. Moreover, this effect is moderated by relational norms, such that employees are only willing to refer their friends when referrals are framed as an act of communal sharing (i.e., as a way of helping a friend) rather than as an act of market pricing.

Keywords: Referral Marketing, Word-Of-Mouth, Social Identity Theory

Online and Offline Referral Reward Programs Chiara Orsingher, University of Bologna Jochen Wirtz, National University of Singapore Hichang Cho, National University of Singapore

Referral reward programs (RRPs) have become widely used because recommendations from friends and relatives are generally perceived as impartial and trustworthy. Past research examined RRP responses in real world (i.e., offline) settings, however, many companies use RRPs online. This study examines how responses to RRPs differ between these two environments. We find that recommendation behavior is driven by the givers’ perception (i.e., their metaperception) of EMAC Conference how they will be viewed by the receivers. However, metaperception has a lower impact on referral nd 42

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likelihood online than offline, and incentives have a less negative impact on metaperception in online environments.

Keywords: Referrals, Metaperception, Incentives

The Impact of Word-of-Mouth on Service Failure Reactions Sabrina Gottschalk, Free University of Berlin

Consumers frequently base their purchase decisions on recommendations of other consumers, and marketers hence spend large sums of money on encouraging positive word-of-mouth (WOM). While consumers and marketers usually expect a positive WOM-based purchase to lead to a satisfactory purchase experience, service failure can occur even in the best firms. This study examines how consumers react to failure situations when having based their purchase on word- of-mouth versus supplier-information. Based on a survey of new car buyers in Germany (n=456) we find indication that word-of-mouth can act as a buffer, which reduces the negative reaction towards service failure. We add to the understanding of service failure and the consequences of positive word-of-mouth reception.

Keywords: Word-Of-Mouth, Service Failure, Buffer Effect

Session 19.03 Social Responsibility, Ethics and Consumer Protection

Session Title: Socially Responsible Promotion Room: D503 Session Chair: Evmorfia Argyriou, University of Surrey

Are Highly Attractive Models in Advertising Really a Social Issue? Evmorfia Argyriou, University of Surrey EMAC Conference

nd The study investigates the well-documented impact of beauty products’ advertising through 42 the use of highly attractive models on consumers’ feelings. Recent studies suggest that social

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comparisons to highly attractive models increases feelings of envy and demoralization and thus fail to persuade consumers of the products’ potential. Our experiment challenges this view, showing that feelings are in fact contingent upon the malleability of body parts targeted by the product in the advertisement, such that when the target body parts are perceived as easy to “amend” consumers experience less negative feelings due to higher perceived attainability, regardless of the endorser’s attractiveness.

Keywords: Advertising, Malleability, Feelings

The Impact of Framed Reference Points, Source Credibility and Nutrition Involvement on Attribute Utility and Importance Jutta Schuch, Goettingen University Yasemin Boztuğ, Goettingen University

Obesity poses a major challenge throughout the world. Generally speaking, nutrition labelling designed to decrease poor nutrition patterns, fails to drop obesity rates. Looking in detail success of nutrition labelling depends on consumer characteristics. It is our aim to increase importance of nutrients and to make low levels of potentially bad nutrients more appealing. Our research proposes that the importance and utility of nutrients are moderated by framed reference points, source credibility and involvement. Results of a discrete choice experiment show that framed reference points are apt to increase nutrient importance and influence utility. High source credibility is more successful in influencing low nutrition involved consumers. Implications for public policy in terms of message strategy and targeting consumer segments can be derived.

Keywords: Nutrition Information, Attribute Importance, Reference Point

The Impact of Nutrition Labeling on the Purchased Amount of Sugar in Sweet Food Products Ossama Elshiewy, Goettingen University Yasemin Boztug, Goettingen University

In this paper we analyze the impact of the introduction of front-of-pack nutrition labels on the mean sum of sugar per household purchased in sweet food products. This is accomplished by utilization of supermarket scanner data. The purchase behavior two years before and after the EMAC Conference nd 42

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label introduction is compared to assess the label effect. An autoregressive-integrated-moving- average time series model with explanatory variables is applied to analyze the label influence and furthermore account for trends, seasonality, time-dependence and marketing-mix variables. The results suggest that the effectiveness of the nutrition label in reducing the amount of sugar purchased in sweet food products is not present or opposed, while price and promotional activity are more capable to regulate the sugar purchase volume.

Keywords: Nutrition Labeling, Supermarket Scanner Data, Arimax

Young Adult Smokers’ Perceptions of Pictorial Health Warnings on Cigarette Packaging in the UK: Lessons for Warning Design Crawford Moodie, University of Stirling Karine Gallopel-Morvan, Ecole des Hautes en Sante Publique Juan Rey Pino, University of Granada Anne Marie Mackintosh, University of Stirling Gerard Hastings, University of Stirling Janet Hoek, University of Otago

With tobacco companies no longer allowed to use traditional marketing channels in the UK, packaging is now paramount. Tobacco packaging is not just a promotional tool however, but also an educational one given the legal requirement to display health warnings. Using focus groups we assessed perceptions of the actual impacts of pictorial health warnings (present only on the reverse panel of tobacco packaging) among 54 young adult smokers in Scotland. Shocking images evoked strong reactions but, in general, the impact of the warnings on smoking behaviour was considered negligible due to desensitisation, weak message strength, lack of information on available help, and positioning. Placing pictures only on the reverse panel of the pack limits their effectiveness. The findings have implications for warning design.

Keywords: Packaging, Warnings, Responsibility EMAC Conference nd 42

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Session 20.03 Tourism Marketing

Session Title: Destination / Brand Image Room: D405 Session Chair: Sven A. Haugland, Norwegian School of Economics and Business Administration

Network Position and Tourism Firms’ Co-Branding Practice Sven A. Haugland, Norwegian School of Economics and Business Administration Jarle Aarstad, Bergen University College Håvard Ness, Buskerud University College

The branding of tourism destinations has received increased scholarly attention, but the topic is mostly studied at a destination- or a regional level of analysis. Here we take a firm level of analysis and explore if inter-firm network position is related the use of the destination brand as an explicit marketing strategy. Firms’ use of the destination brand can be defined as a co-branding strategy. Applying a unique combination of survey- and social network data across a region of several winter destinations, we do not find that local network position is related to a firm’s use of the destination brand, but having ties with other central firms in the extended network (beyond a local network) has a strong effect.

Keywords: Co-Branding, Destination, Network

Country Image Effects of Mega-Events in Emerging Tourist Destinations – The 2012 Eurovision Song Contest in Baku Marc Herz, Vienna University Julius Arnegger, Azerbaijan Tourism Institute

Mega-events events have been recognized as effective tool improving a country’s image and fostering tourism. In May 2012, Baku was the host city of the Eurovision-Song-Contest (ESC), a mega-event watched by around 125 million viewers. Assessing the image effects of ESC, this EMAC Conference study combines (1) two external representative online panel surveys carried out both before and nd after the event, to account for country image changes and (2) a visitor survey during the ESC in 42 Baku. Findings show that country images as well as visiting intentions are significantly increased, 223 14:00 - 15:30 Wednesday, 5 June 2013

yet that the level of event experience is a crucial factor.

Keywords: Event Impacts, Eurovision Song Contest, Country Image Effect

How to Promote an Unknown Destination Carmen Hidalgo-Alcazar, University of Murcia Manuela Lopez, University of Murcia Maria Sicilia, University of Murcia

In an increasingly competitive international tourism market the effectiveness of a communication campaign is very important. Although word of mouth (WOM) is the most important information source for travellers, Destination Management Organization (DMO) still spend the major portion of their budgets in advertising. However, the expansion of new media has facilitated the development and management of WOM campaigns. Recent research has called this strategy as WOM marketing (WOMM). The aim of this paper is to determine which communication strategy is more appropriate to promote an unknown destination. Results show the importance of WOM to this issue. DMO should encourage WOM to create higher destination awareness as well as to persuade people to visit the destination. We have also demonstrated that WOM is more important in the final decision to visit a destination for travellers who feel as unique.

Keywords: WOM Marketing, Unknown Destination, Destination Awareness

Do Regional Marketing Projects Form Regional Image or Is It the Other Way Around? An Analysis of the Direction of Effects Kim-Kathrin Kunze, University of Siegen Hanna Schramm-Klein, University of Siegen Dirk Morschett, University of Fribourg

Regions and destinations represent complex product offers which have to meet and satisfy the needs of different stakeholders. They have to compete for economically attractive stakeholders, such as inhabitants, tourists, investors and human capital. With our study we contribute to the knowledge on the impact of regional marketing projects on the development of regions and destinations from the perspective of inhabitants. Based on a longitudinal consumer survey, we can show that a regional marketing project that fits to the region and its unique selling EMAC Conference nd propositions contributes to building location brand value. 42

Keywords: Regional Marketing, Stakeholders, Image 224 Wednesday, 5 June 2013 16:00 - 17:30

WEDNESDAY - 16:00 - 17:30

Session 01.06 Advertising, Promotion and Marketing Communications

Session Title: Media Room: D201 Session Chair: Nimet Uray, İstanbul Technical University

The Effectiveness of Quality Templates of Creativity in Youtube Campaigns Daphné Depypere, HU Brussel Irene Roozen, HU Brussel

This paper presents the findings of an experiment which investigated the different quality templates of creative YouTube campaigns and afterwards tested the effectiveness of the different campaigns. The results indicate that the title and picture, and not the amount of views, are important determinants of YouTube users’ property to view a YouTube campaign. The research results also show that the ‘interactive’ template of creativity is the most effective compared to the other templates. Creative interactive campaigns score significantly higher on the attitude towards the ad, towards the brand and purchase intentions. Liking, sharing, recommending, adding to favourites and forwarding the campaign by e-mail are significantly more indicated for creative interactive YouTube campaigns, especially by young male and older female audience. The results suggest that further research would be useful on the effectiveness of different kinds of interactivity of campaigns.

Keywords: Ad Creativity, Social Media, Effectiveness EMAC Conference nd 42

225 16:00 - 17:30 Wednesday, 5 June 2013

Does Facebook Effectively Foster New Customer Acquisition or Is It Rather a Customer Retention Tool (or Both)? Jose Manuel Gavilanes, RWTH Aachen University Malte Brettel, RWTH Aachen University

Our research studies if Facebook is an effective channel to generate new customer sales (customer acquisition) or if it rather keeps existing customers in the loop and induces them to repeated purchases (customer retention). We gather secondary data from a leading online retailer and apply a direct aggregation approach which includes short and long-term effects and synergies. We find that Facebook is rather a tool for customer retention which works best by fueling customer conversations, generating page visits and likes. However, Facebook can still be a valuable marketing tool to acquire new customers by focusing only on generating likes. Lastly we show that feeds are not about quantity but quality of posts, otherwise customers might find them intrusive.

Keywords: Facebook, Advertising Sales

The Impact of Media Multitasking on Media Enjoyment and Cognitive Processing Styles: Implications for Advertising Outcomes Snezhanka Kazakova, Ghent University Veroline Cauberghe, Ghent University Patrick De Pelsmacker, University of Antwerp Mario Pandelaere, Ghent University

Two studies examine the impact of media multitasking on media enjoyment, cognitive processing styles and responses to advertising. In Study I media enjoyment was lower when participants engaged in media multitasking versus sequential media exposure, due to increased perceptual load. In addition, media multitasking led to more local perceptual processing in a later task, indicating a narrow attention scope. Study II demonstrated that this effect extends to higher-level conceptual processes: participants exhibited a more concrete mindset after media multitasking compared to the single media exposure. Brand recall and attitudes towards TV ads were lower when media multitasking. These findings stress the importance of accounting for media multitasking behavior when planning advertising campaigns and measuring advertising

EMAC Conference effectiveness. nd 42 Keywords: Multitasking, Enjoyment, Processing 226 Wednesday, 5 June 2013 16:00 - 17:30

The Role of Information Intermediaries in Financial Markets: Disentangling the Relationship between Media Coverage, Financial Analysts, and Investors Elena Michel, Munich Ludwig-Maximilians University

Mass media play an important role in disseminating corporate information to different stakeholder groups, such as the general public, financial analysts, or (potential) investors. Likewise, financial analysts also can be seen as information intermediaries as they issue stock recommendations based on corporate information to investors. Although prior research has shown that both media coverage and analysts’ recommendations have a direct impact on investors, the relationship between these two information intermediaries largely remains unexplored. Closing this gap in research, this study sheds light to the relationship between information intermediaries and examines their roles in the financial market by using panel data methodologies with data for German insurance, bank, and automotive companies.

Keywords: Media, Analyst, Investor

Session 02.04 Business-to-Business Marketing and Networks

Session Title: Satisfaction Room: D303 Session Chair: Thomas Ritter, Copenhagen Business School

Do Customer Club Memberships Really Enhance Reputation, Customer Satisfaction and Loyalty in B-to-B Relationships? Christine Falkenreck, University of Kassel Ralf Wagner, University of Kassel

The academic explanation how and to which extent loyalty programs work has not reached consensus yet. This study separates customer reward programs from brand loyalty programs with EMAC Conference regard to their impact on customer relationships. We explore the linkages between customer club nd 42

227 16:00 - 17:30 Wednesday, 5 June 2013

membership, customer service satisfaction, corporate reputation, and customer loyalty in B-to-B relationships. We aim at enhancing the framework of the American Customer Satisfaction Index with regard to the impact of corporate reputation and buyer-seller relationship, e.g., expectations in seller’s employees and perceived quality of employees. In this study, the increase in loyalty in the club member dataset also results in an increase in expectations of the company itself.

Keywords: Acsi, Loyalty, Programs

Switching Experience, Customer Satisfaction, and Switching Costs in B2B Telecommunication Services Kurt Matzler, University of Innsbruck Norbert Thurner, University of Innsbruck Johann Füller, University of Innsbruck

Stabilizing business in highly competitive and volatile B2B markets is a strategic imperative for many companies. In this context, customer retention through the creation of switching barriers (by increasing switching costs) is a common strategy. In this study we develop a network of relationships among customer switching experience, customer satisfaction, perceived switching costs and behavioral loyalty intentions. The model is tested on a sample of 328 business customers of a major telecommunication company. The results show that switching experience negatively influences customer satisfaction, which in turn is positively related to perceived switching costs that, eventually, influence behavioral loyalty intentions.

Keywords: Switching Experience, Customer Satisfaction Switching Costs

The Effects of Structural and Social Dimensions of Perceived Fairness and Unfairness on the Quality of Buyer-Seller Relationships - A Transaction Cost Perspective Ilias Danatzis, Free University of Berlin Michael Kleinaltenkamp, Free University of Berlin

This study explores how structural (distributive, procedural) and social (interpersonal, informational) dimensions of perceived fairness and unfairness influence the quality of buyer-

EMAC Conference seller relationships. Therefore, we develop a conceptual model, underpinned by transaction cost nd

42 theory and extended through a qualitative study based on fourteen interviews. Our findings

228 Wednesday, 5 June 2013 16:00 - 17:30

suggest that structural and social unfairness lead to additional ex-post unfairness-response costs which negatively affect relationship quality as an informal governance mechanism. In contrast, structural fairness creates additional transaction value, thereby improving relationship quality. However, value creation does not always arise due to social fairness; and power-dependence structures often moderate unfairness effects.

Keywords: Fairness, Quality, B2b-Relationships

Interaction Inside – A Comprehensive Analysis of the Antecedents of Industrial Customer Satisfaction Uta Herbst, Potsdam University Birte Christina Kemmerling, Potsdam University Melanie Katrin Preuss, Potsdam University

Owing to the increasing competition in industrial markets many studies have analyzed the antecedents of industrial customer satisfaction. Against this background, the main goal of this study is to complement existing research by investigating industrial customer satisfaction from an organizational level perspective. More concretely, we examine whether the identified determinants of industrial customer satisfaction are moderated by an organization’s internal interaction processes as purchase decisions are usually made by multi-personal decision-making bodies from diverse departments. Based on the concept of organizational memory our results show that suppliers should analyze their customer firms’ internal interaction processes as they may weaken or strengthen the impact of the determinants of customer satisfaction.

Keywords: Industrial Customer Satisfaction, Organizational Buying, Organizational Memory EMAC Conference nd 42

229 16:00 - 17:30 Wednesday, 5 June 2013

Session 03.05 Consumer Behaviour

Session Title: Not Too Young to Consume: Kids and Teens on the Market Room: D103 Session Chair: Jonathan Deschenes, HEC Montreal

Brand Connections in Children’s Self and Peer Descriptions: Findings from Norway Burak Tunca, University of Agder Sigurd Troye, NHH Bjørn-Tore Flåten, University of Agder

Prior research showed that even young children are able to incorporate commercial brands into their self-concepts, thus forming self-brand connections. Although peers’ role in consumer socialization process is well documented, very little is known with regard to their influence in young consumers’ connections to brands. Using a collage building technique, the study finds that, compared to children, adolescents’ self-descriptions include larger number of brands that are associated with peer-descriptions. The paper also examine a potential underlying mechanism and show that the effect of age in increased self-connections to peer associated brands is fully mediated by self-image congruity with peers.

Keywords: Self-Brand Connection, Children, Peer Influence

Dropping out of School: A Consumers’ Tale of (In)stability Jonathan Deschenes, HEC Montreal Stephanie Milse, HEC Montreal

Despite the importance school dropout in most societies, consumer researchers have shown limited interest in the phenomenon and little is known about how dropouts experience the marketplace. This paper provides preliminary insights on the phenomenon through life story interviews with 11 young dropouts. Results show that before dropping out, students experience EMAC Conference

nd important sources of instabilities in their social life but that the marketplace is felt as a positive 42 force. After dropping out, however, the marketplace also becomes an important source of 230 Wednesday, 5 June 2013 16:00 - 17:30

instability that, combined with harsh exposure to the job market, negatively affects the life of dropouts.

Keywords: Dropout, Consumption, Interviews

Adolescence and the Theory of Planned Behaviour – Results of a Meta- Analysis Ulya Haenraets, TU Dortmund University Markus Blut, Newcastle University Business School Vera Scholz, TU Dortmund University

The Theory of Planned Behaviour (TPB) has been successfully applied to a wide range of behaviours and versatile age groups. Several meta-analytic reviews support its utility. Nonetheless, no research considers the impact of age on the effectiveness of TPB’s constructs with regard to the extensive personal changes during adolescence. Therefore we aim at (1) clarifying whether the TPB can be applied to explain an individual’s behaviour during adolescence and (2) which TPB factors explain behaviour in which developmental stage. The findings indicate that (a) the TPB is applicable during adolescence but (b) the links in the model vary by stage of development.

Keywords: Meta-Analysis, TPB, Adolescences

Session 04.04 Innovation and New Product Development

Session Title: Co-Creation I Room: D302 Session Chair: Birgül Küpeli, Bahçeşehir University

Attracting Consumers to Idea Co-Creation Alexander Vossen, RWTH Aachen University Christoph Ihl, RWTH Aachen University EMAC Conference nd

We examine how different communication strategies lead to more attention to and increased 42 participation in idea co-creation and whether the expectation of other benefits can be a driver 231 16:00 - 17:30 Wednesday, 5 June 2013

of innovative behavior. Building on message framing theory, we also examine whether the way benefits are presented influences consumer attention to idea co-creation. Using a field experiment, we show that highlighting consequences for others leads to an increase in consumer attention to the idea co-creation initiative. While message framing does not have an influence on generating attention to idea co-creation for the average individual, it has an effect depending on the individual relevance of the topic. When relevance is low, showing a gain leads to more attention, whereas loss frames lead to significantly more attention when individual relevance is high.

Keywords: Ideation, Incentives, Co-Creation

Working with or Against Each Other? Exploring the Effect of Consumer Interaction on their Evaluation of Participation in Firm Hosted Ideation Robin Kleer, RWTH Aachen University Alexander Vossen, RWTH Aachen University

We investigate how the interaction of participants in firms’ innovation processes influences consumers’ satisfaction with their participation. Using a game-theoretic experiment, we show that, opposed to current practice, consumers feel more satisfied with the outcome of their participation if they are in a collaborative setting with their fellow participants, where they collectively benefit from their effort, as opposed to a contest like competitive setting with a single winner. However, we find that it is not the collective payment that causes this effect, but the extent to which participants spend effort collaborating with other participants. Consequently, the more effort participants spent on collaborating with others, the more satisfied they are with their individual outcome.

Keywords: Innovation, Co-Creation, Incentives

A Taxonomy of Online Open Innovation Platforms Zeynep Didem Nohutlu, University of Antwerp Sarah Van Oerle, University of Antwerp Annouk Lievens, University of Antwerp

EMAC Conference To involve knowledgeable external parties in open innovation, companies are increasingly making nd

42 use of open innovation platforms. In the current research, the authors develop a taxonomy

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of open innovation platforms, based on four dimensions: 1) governance type, 2) participant roles, 3) nature of the tasks and 4) motivations for participation. We aim to contribute to the understanding of open innovation platforms by providing the foundations for further theory building and furthermore by providing managers with a better understanding of how to use and maintain successful open innovation platforms.

Keywords: Open Innovation, Co-Creation, Online Communities/platforms

Session 05.04 International and Cross-Cultural Marketing

Session Title: Branding Issues Room: D202 Session Chair: Paurav Shukla, Caledonian University Business School

Comparing Luxury Purchase Intentions in Developed and Emerging Markets Through the Lens of Value Perceptions Paurav Shukla, Caledonian University Business School

Despite the growing debate about consumption differences, research is silent on how underlying value perceptions differ in developed and emerging markets. Using the theory of impression management, this paper introduces a conceptual framework incorporating the social (conspicuousness & status) and personal (hedonism & materialism) value perceptions. Data were collected from two leading Western developed markets and two important Eastern emerging markets focusing on the context of luxury goods. The results offer needed empirical support and cross-cultural stability to the much theorized construct of value perceptions. The study unifies and complements the previous work by integrating theory of impression management and value perceptions framework, thus providing a comprehensive theoretical framework with empirical support.

Keywords: Value Perceptions, Impression Management, Luxury Brands EMAC Conference nd 42

233 16:00 - 17:30 Wednesday, 5 June 2013

The Role of Brand Development in The Internationalization and Performance of New Ventures Albena Pergelova, Grant MacEwan University Fernando Angulo, Grant MacEwan University

Strong brands can help established firms in internationalization success. However, for new and small ventures branding efforts can pose substantial challenges by taking resources that can be addressed at new product development and/or adaptation for new markets or other internationalization efforts. Building a theoretical model based on the Resource-based view and internationalization of the firm, this research argues that brand development efforts may accelerate the internationalization of new ventures, and that brand development and internationalization can improve the performance of new ventures. We test the theoretical model using a dataset of more than 2,500 observations. Controlling for several entrepreneurs’, firm, and industry characteristics, the results demonstrate that branding pays off, as it has a positive impact on both internationalization and performance of new firms.

Keywords: Branding, Internationalization, SMEs

On the Role of Culture in Establishing Consumer-Brand Relationships Handan Sen, Radboud University, Nijmegen School of Management Marcel Van Birgelen, Radboud University, Nijmegen School of Management José Bloemer, Radboud University, Nijmegen School of Management Eelke De Jong, Radboud University, Nijmegen School of Management

This study focuses on the role of culture on how consumers build and maintain relationships with brands and questions the cross-cultural validity of the current relationship marketing approach. Using existing theories from relationship marketing, culture and consumer-brand relationships, it is proposed that culture influences the relationship elements as well as their interrelationships. It is argued that culture has serious implications on building and maintaining relationships between consumers and brands. Therefore, it is posited that the current relationship marketing approach needs an empirical cross-cultural validation.

Keywords: Relationship Marketing, Consumer-Brand Relationships, Culture EMAC Conference nd 42

234 Wednesday, 5 June 2013 16:00 - 17:30

The Influence of High-Technology and Luxury Co-Branding Strategies on Cross-Cultural Consumer Evaluation and Purchase Intention Han-Chiang Ho, Carlos III University of Madrid Nora Lado, Carlos III University of Madrid Fabrizio Cesaroni, Carlos III University of Madrid Alberto Maydeu-Olivares, University of Barcelona

This study addresses co-branding between firms belonging to unrelated value chains –high-tech products and luxury brands (HLCPs) – to explore how consumers’ attitude drive the success of HLCPs. The study applies the tri-component attitude model (as opposed to attitude as a whole) that uses affect and cognition to predict purchase intention of co-branded products. Cultural differences (Spanish and Taiwanese) in consumers’ behavior are also assessed. Data collected in a survey show that Spanish and Taiwanese consumers adopt different purchasing processes: while Spanish consumers place more importance on product-related thoughts and follow a Feel-Learn-Do sequence in purchasing HLCPs, Taiwanese consumers follow a Learn-Feel-Do purchasing process.

Keywords: Co-Branding, Cross-Culture, Attitude

Session 10.02 Marketing Theory

Session Title: Organisational Influence Room: D501 Session Chair: Kristian Müller, Aalto University

From Potential to Realized Absorptive Capacity: The Role of Business Development Hans Eibe Soerensen, University of Southern Denmark Luigi M. De Luca, Cardiff Business School EMAC Conference

This study sheds light on a set of microfoundations for realizing firms’ absorptive capacity. nd Particularly, we focus our attention to the knowledge integrative mechanism that works at the 42

235 16:00 - 17:30 Wednesday, 5 June 2013

interface between individual and (inter-) organizational levels as well as the tension between firms’ potential and realized absorptive capacity. In our contribution, we identify business development as a social knowledge integrating mechanism that may add a novel and valuable theoretical perspective on the above issues. Propositions are developed and implications for researchers and practitioners are discussed.

Keywords: Absorptive Capacity, Business Development, Integrating Generalist

How Does Marketing Department’s Influence Affect the Dissemination of Market Intelligence Across the Firm? Evidence for an Inverted U-Shaped Relationship Johannes Hattula, University of St. Gallen Martin Schmidt, University of St. Gallen Christian Schmitz, University of St. Gallen Sven Reinecke, University of St. Gallen

This research studies the relationship between marketing department‘s influence and one of its main functions within the firm: disseminating market intelligence. Although prior research assumes that marketing is more likely to disseminate intelligence with increasing influence, the authors hypothesize that there might be limits to the benefits of high marketing influence. The results of two empirical studies indicate that the relationship is not entirely positive but rather takes the form of an inverted U.

Keywords: Marketing Influence, Market Intelligence Dissemination, Financial Performance

The Role of the Marketing Department in Danish Companies: Drivers for Influence Suzanne C. Beckmann, Copenhagen Business School Michala Jalving, Copenhagen Business School Sarah Rohde Olsen, Copenhagen Business School

The role of marketing within companies and organisations has been discussed for a long time, as well as its opportunities for influence – not least in times of financial constraints and difficult

EMAC Conference economic contexts. Through in-depth interviews we investigated how nine Danish top executives nd 42

236 Wednesday, 5 June 2013 16:00 - 17:30

see the marketing department’s potential for influence within companies in general and in their specific organisations. The objective was to gain deep insight into the informants’ experiences with marketing and its position within Danish companies and to relate this insight to the level of market orientation. We found strong similarities with other research into the antecedents of marketing’s influence and established another key factor, namely employee competencies and thereby the responsibility of human resource management as well as a cultural moderator, namely creativity bias of marketing employees.

Keywords: Marketing Department’s Influence In The Firm, Market Orientation, Conceptual And Qualitative Study

Session 12.04 New Technologies and E-Marketing

Session Title: Online Buying & Decision Making I Room: D504 Session Chair: Serap Atakan, İstanbul Bilgi University

The Impact of Price Discounts on Attitude toward the Website: A Comparative Analysis of Novice and Expert Internet Users Esmeralda Crespo-Almendros, University of Granada Salvador Del Barrio-García, University of Granada

Due to the increasing number of promotional banners hosted on websites, it is important to study how the use of deal price may affect attitudes toward the banner and website, and how this effect may vary depending on the user’s experience of the Internet. This paper endeavors to fill this gap by conducting an empirical study amongst 226 individuals. The results of this study lead us to conclude that users’ attitudes toward online sales promotions exert an influence on their opinion of the host website. Moreover, the findings show that the transfer of affect between the sales promotion and the website depends on the individual’s experience of using the Internet. Price discount has a direct influence on attitude towards the website when the individual is an ‘expert’ Internet user but not when they are a novice. In the case of novice Internet users, opinion EMAC Conference nd 42

237 16:00 - 17:30 Wednesday, 5 June 2013

on the discount offered affects opinion on the website indirectly, via attitude towards the banter. Finally, conclusions are discussed and the main managerial implications are presented.

Keywords: Online Deal Price, Attitude Toward The Banner, Attitude Toward The Web Site

Assessing Teenagers’ Behaviour Towards Mobile Advertising: Opening and Forwarding Jose Marti-Parreño, European University of Madrid Carla Ruiz-Mafé, Universitat de Valencia Silvia Sanz-Blas, Universitat de Valencia Carmen Pérez-Cabañero, Universitat de Valencia

This work focuses on the effects of irritation and perceived lack of control on mobile advertising acceptance and mobile advertising effectiveness -opening and forwarding-. The proposed model was tested on a sample of 355 Spanish teenagers using structural equation modelling. Findings show that both irritation and lack of perceived control have a significant and negative effect on mobile advertising acceptance. Moreover, these consumer barriers -directly and indirectly through mobile advertising acceptance- minimise consumer opening and forwarding of mobile advertising messages. Managerial implications point out that managers should control personalization, content relevance, and the number and frequency of messages delivered to audiences in order to decrease irritation through message.

Keywords: Mobile, Advertising, Behaviour

Online Group Buying Behavior Analyzing: the Drivers and Behavioral Patterns of a Recent Trend in Turkey Özge Kirezli, İstanbul Bilgi University Serap Atakan, İstanbul Bilgi University Jan Sanem Jular Özfidan, İstanbul Bilgi University

With the growing penetration of Internet into business life, e-commerce and online shopping increased considerably in Turkey. Recently online group buying which provides substantially low priced services or products offers to the consumers has become popular. This paper aims

EMAC Conference to explore the online group buying behavior of the Turkish consumers by revealing the drivers nd 42

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leading them to use online group buying sites as well as the consumers’ perceptions and behaviors towards this new shopping model. The descriptive results provide valuable findings for the consumers as well as the marketers.

Keywords: Online Group Buying, Online Coupons, Online Group Buying Behavior

Session 13.02 Pricing and Financial Issues in Marketing

Session Title: Pricing in Retailing Room: D403 Session Chair: Skander Esseghaier, Koç University

Eye-Catching Price Sequences Used in Retailing: An Empirical Analysis Jutatip Jamsawang, University of Vienna Udo Wagner, University of Vienna Daniela Proell, University of Vienna

Literature on behavioral pricing defines eye-catching sequences of digits in a price (e.g., € 111 or € 123) as a means of psychological pricing. Only until recently, such prices are em-ployed by practitioners more frequently, especially in Austria. However, academic research on this topic is scarce. Thus, this study uses an experimental setting and focuses on effects of such a pricing policy on consumers’ visual attention, price interest and price recall. In particu-lar, visual attention is measured by an eye tracking instrument, while price interest and recall by means of communication. Preliminary findings show increased attention and better recall for prices containing identical digits. These results suggest restricting the definition of eye-catching prices to prices with identical digits only.

Keywords: Psychological Pricing, Eye-Catching Price Sequences, Attention EMAC Conference nd 42

239 16:00 - 17:30 Wednesday, 5 June 2013

What Is the Best Strategy to Track the Price of Your Shopping Basket? Tatiana Sokolova, HEC Paris Marc Vanhuele, HEC Paris

An increasing proportion of consumers have to watch their budget, even when shopping for groceries. Staying within budget by keeping a running total while shopping is a challenging task. What then are the best computational strategies? Van Ittersum et al. (2010) compared different strategies in a laboratory context and found that people trying harder by using the most accurate strategy did worse. We instead made our comparison in a field study in a grocery store and find that the most accurate and effortful strategy dominates simplification strategies. Consumers have difficulty in adjusting their running total to correct for the simplifications they made.

Keywords: Basket Price Estimation, Computational Strategies, Consumer Budget Constraints

Customers’ Price Knowledge Revisited: A Replication and Extension Marc Linzmajer, Zeppelin University

Although academic research in the field of behavioral pricing regarding customers’ price knowledge has progressed tremendously in the last five decades, the question why customers are able (or unable) to remember prices remains mainly unclear. To address this research gap, the main research goals of this study are (1) the introduction of a new construct for the measurement of implicit price knowledge as well as (2) the derivation and testing of two new determinants of explicit and implicit price knowledge. Findings from a survey including 224 participants suggest that this might be a fruitful avenue on the way to a more complete picture of determinants of customers’ price knowledge. Finally, the author discusses theoretical and managerial implications as well as avenues for further research.

Keywords: Price Knowledge, Behavioral Pricing, Explicit/implicit Memory EMAC Conference nd 42

240 Wednesday, 5 June 2013 16:00 - 17:30

Do Prices Really Matter in the Formation of Store Price Image? How Retailers May Establish a Low Price Image Without Necessarily Changing Prices Alexander Karmann, Coburg FH Felix Weispfenning, Coburg FH Kristin Dechant, Coburg FH Benedikta Bendig, Coburg FH Sebastian Hofmann, Coburg FH Julia Ploner, Coburg FH

Retailers’ pricing has become one of the most important topics for profitability as they are operating on razor-thin margins. A key problem is to understand how customers perceive retailers’ pricing and non-pricing activities and how these perceptions are formed to a store price image (SPI). This study examines the effect of several antecedents on the formation of customers’ SPI. This empirical study (812 face-to-face interviews) identifies significant price-related antecedents and significant non price-related antecedents of customers’ SPI. Moreover, non-linear effects of interacting antecedents on the formation of consumers’ SPI are identified and discussed. The results of this study imply that by actively managing the antecedents of SPI, a retailer might be able to lever customers’ perception of SPI without necessarily sacrificing profitability.

Keywords: Price, Image, Retailing EMAC Conference nd 42

241 16:00 - 17:30 Wednesday, 5 June 2013

Session 14.04 Product and Brand Management

Session Title: Conceptualisation of Brand and Its Value Room: D101 Session Chair: Catherine Viot, Université Bordeaux IV

Brand Experiential Value and Brand Functional Value Effects: A Comparative Study Estela Fernández, Murcia University Delgado Ballester Elena, Murcia University

Both practitioners and academics confirm there is a trend to look for ways to increase the experience associated to brands. However, despite in the branding literature has been identified as a key issue that deserves special consideration, highly relevant gaps remain. Current empirical studies have not yet addressed the relative superiority of brand experiential value over brand functional value on essential variables for the company success. In this study, the different effects of brand experiential value and brand functional value on brand equity, word of mouth and consumer-brand identification are compared. 332 questionaires were collected through personal interviews.

Keywords: Brand Experiential Value, Brand Functional Value, Brand Equity

Brand Perceived Value: The Development of a Multidimensional Scale Ali Almakrami, Brunel Business School Dorothy Yen, Brunel Business School T. C. Melewar, Brunel Business School

Existing measurements of consumer perceived brand value have suppressed the important dimension of epistemic value, which refers to brand’s capability to cater for consumers’ rising tendency to adopt new technologies and enhance mental experiences. To fill this gap, this research develops a comprehensive 21-item measurement scale to assess customers’ perceptions EMAC Conference

nd of the value of a brand, including epistemic, functional, economic, social and emotional values. 42

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The measurement scale was validated by means of exploratory and confirmatory analyses based on 510 responses collected from laptop users of various brands. The new brand value scale can serve as a practical marketing tool to better customise CRM programmes and leverage brand concept in relevant markets.

Keywords: Brand Perceived Value, Consumption Values Theory, Epistemic Value

An Initial Step Towards Conceptualization and Measurement of Brand Nostalgia Anne-Laure Bartier, Catholic University of Louvain Mike Friedman, UCL MONS

Nostalgia evoked by brands is at the forefront of contemporary marketing theory and practice. To date, scales have been developed to measure the propensity to be nostalgic as an individual difference but little attention has been paid to measure consumers’ perceptions of the nostalgia aroused by brands. Moreover, prior research has focused on personal nostalgia even though brands are likely to evoke both personal and historical memories. This article outlines a research project designed to conceptualize, develop, and validate a new 14-item scale to measure brand nostalgia. Results from our studies show that this construct comprises three inter-related dimensions: personal memories and feelings, perceived brand oldness and historical memories. Results indicate that our multi-dimensional scale is valid and shows a high degree of reliability.

Keywords: Brand, Nostalgia, Scale

Myths, Heroes and Folklore: Craft Breweries Delving into Place for Their Brand Narratives Anne-Marie Hede, Victoria University Torgeir Watne, Victoria University

Brands are often transformed from inanimate entities into the realm of acquiring human characteristics in order for consumers to emotionally connect with them. Current theories

suggest that brands are humanised through anthromorphisation, personification and user EMAC Conference nd imagery. Borrowing theories from geography and tourism, this study suggests that a sense of 42

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place can also be used to humanise brands. In particular, we explore how a sense of place, derived from myths, folklores and heroes, enables marketers and consumers to co-create narratives that humanise brands. Following a review of more than 1000 breweries from online sources and beer companion books, we revealed that many craft breweries humanise their brands derived from a sense of place.

Keywords: Brand, Anthromorphic Marketing, Sense Of Place

Session 15.02 Relationship Marketing

Session Title: Brand Identification Room: D505 Session Chair: Manfred Krafft, University of Muenster

When Implicit Promises are Broken: The Role of Relational Norms in Consumers’ Reactions to Brand Transgressions Bjoern Ivens, University of Bamberg Marcel Paulssen, University of Geneva Matthias Birk, The Institute for Personal Leadership

In recent years it has been posited that norms play a crucial role in understanding how consumers respond to brand behavior. However empirical research on norms conducted in the field in real brand relationships has been lacking. Building on relational exchange theory the authors develop and test a conceptual model about antecedents of norm orientation and norms’ impact on consumers’ coping response to brand transgressions. The results of an empirical study in the banking sector show, that norm orientation increases the probability of constructive and decreases the probability of destructive coping responses. Socialbility, duration of the relationship and frequency of personal contacts increase norm orientation in consumer-brand relationships. Results also show that the effects norms cannot be explained through traditional relational mediators such as trust, satisfaction and commitment. EMAC Conference

nd Keywords: Relational Norms, Transgressions, Relationships 42

244 Wednesday, 5 June 2013 16:00 - 17:30

The Role of Store Characteristics into Building the Relationship with the Brand Erifili Papista, Athens University of Economics and Business Sergios Dimitriadis, Athens University of Economics and Business

The store constitutes an important element of the brand and research has long focused on the impact of its parameters, such as the shopping experience and level of service on loyalty to the store behaviours; however, the role of store parameters to the development of consumer relationships with the brand has not been thoroughly addressed. Merging research from the context of retailing with relationship marketing literature, this study builds and empirically tests a model linking store characteristics and strength of consumer-brand relationship.

Keywords: Store, Atmospherics, Relationship Quality

Effects of Brand Identification in Consumer-Brand Relationships Eliane Cristine Francisco-Maffezzolli, Pontifical Catholic University of Paraná Paulo Henrique Muller Prado, UFPR Jordi Montaña, ESADE

The objective of this study is to enhance discussion about the effects of brand identification in consumer-brand relationships. Data was garnered from a survey of 780 individuals about Brazilian cars owners. The model was analyzed using structural equation modeling. The results showed that brand identification is a multidimensional construct and displays positive and significant effects regarding consumer preference for the brand chosen, reduce switching costs to another brand, and enhance brand loyalty. The authors discuss the implications of the empirical findings for both marketing theory and practice.

Keywords: Brand Identification, Brand Preference, Brand Loyalty

The Missing Link between Self-Definitional Principles and Resilience to Negative Information: The Role of Consumer-Brand Identification Alaa Elbedweihy, Hull University Business School Chanaka Jayawardhena, Hull University Business School EMAC Conference

Mohamed Elsharnouby, Hull University Business School nd 42 Of particular importance to academics and practitioners in the marketing discipline is the ability 245 16:00 - 17:30 Wednesday, 5 June 2013

to identify means of building deep, committed and enduring relationships with customers and convert them into champions and supporters of these brands. This study proposes and empirically tests a model of the determinants of consumer-brand identification through a sample of 293 respondents. We find that, a) value congruence is positively related to consumer- brand identification, b) there is no significant relationship between brand prestigious, brand distinctiveness and consumer-brand identification, and c) consumer-brand identification has a positive influence on consumers’ resilience to negative information. Therefore, our findings suggest that value congruence should play a more prominent role in consumer-brand relationship research. Moreover, the results clearly indicate that brand managers could achieve desired outcomes such as consumers’ resilience to negative information by enhancing the factors that engender consumer-brand identification.

Keywords: Consumer-Brand Identification, Social Identity Theory, Value Congruence

Session 16.04 Retailing, Channel Management and Logistics

Session Title: Channel Management Room: D404 Session Chair: Michael Paul, University of Augsburg

Innovation Management in Franchise Networks – The Role of Franchisee Participation Nils O. Ommen, Braunschweig University of Technology Christof Backhaus, Braunschweig University of Technology David Woisetschläger, Braunschweig University of Technology

The question whether franchisees should actively participate in innovation devel-opment processes is controversial, although many examples highlight positive outcomes of franchisee participation. A key prerequisite of innovation success is seen in franchisee participation. The present study attempts to identify potential antecedents and conse-quences of franchisee participation in innovation processes. The results indicate that participation is related to positive EMAC Conference

nd outcomes such as perceived innovation success. Im-portant antecedents are the availability 42

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of scarce resources, interaction-related aspects and the voluntary character of franchisee participation. Based on these results, implica-tions and ideas for further research are derived.

Keywords: Franchising, Innovation Management, Participation

One Retailer, One Product, Two Prices - Effects of Channel-Based Price Differentiation on Customer Retention and Feasibility Conditions Julia Beckmann, University of Augsburg Michael Paul, University of Augsburg

Crucial decisions for every multichannel retailer are whether and how to engage in channel- based price differentiation. The authors identify channel-based price differentiation instruments and develop a conceptual model of their effects on customer retention. They test the model using a laboratory experiment with 590 participants and analytically investigate the strategy’s feasibility conditions. Results show that channel-based price differentiation affects customer retention both positively and negatively. Further, a retailer requires 5.1% lower operating costs in the Internet than in the store to ensure profitability, and customers do self-select into the right channels. Altogether, results encourage multichannel retailers to engage in channel-based price differentiation if they carefully select price instruments and fulfill feasibility conditions.

Keywords: Multichannel Management, Price Differentiation, Mobile Communications Services

Differentiation in Online Retailing: Analysing the Consumer’s Perspective Using a Repertory Grid Approach Julian Kellner, University of Göttingen Gerhard Wagner, University of Siegen Stephan Zielke, Aarhus University Waldemar Toporowski, University of Göttingen Hanna Schramm-Klein, University of Siegen

Due to the highly competitive nature of the online retail environment, differentiation strategies are of importance for online retailers to gain competitive advantages and to achieve a unique positioning in the market. However, little is known about perceptual dimensions used by

consumers to make a distinction between online retailers. The present study addresses this EMAC Conference nd

research gap by using a repertory grid approach to identify points of difference between online 42

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retailers from a consumer’s perspective. The results have important implications for positioning strategies of online retailers and research on online store formats.

Keywords: Online Retailing, Differentiation, Repertory Grid Technique

Session 18.04 Services Marketing

Session Title: Consumer Mind and Services Room: D203 Session Chair: Luk Warlop, K.U. Leuven and BI Oslo

The Language Backfire Effect: Do Customers Always Prefer to be Served in Their Strongest Language? Jonas Holmqvist, Bordeaux School of Management (ESC) Yves Van Vaerenbergh, Hogeschool-Universitet Brussel Michael Dahlén, Stockholm School of Economics

Current research in service research and sociolinguistics proposes that customers who are served in their native language hold more favorable impressions of the service provider than customers served in their second language. This paper challenges that perspective. Two studies show that international consumers served in their first language after initiating contact in a second language feel humiliated. The results show that consumers exhibit a backfire effect to the service provider’s language change, and this backfire effect is due to a perceived identity threat. Consumers who are served in their first language abroad when trying to speak a second language assume the service provider doubts their language skills, causing perceived humiliation. As even minor variations in humiliation might have negative consequences for service providers, the findings carry important implications for both theory and practice.

Keywords: Services, Language, Encounters EMAC Conference nd 42

248 Wednesday, 5 June 2013 16:00 - 17:30

Organizational Practices Reducing the Negative Impact of Customer Non-Compliance: An Empirical Study Giannis Kostopoulos, University of Bedfordshire Spiros Gounaris, University of Strathclyde Ioannis Rizomyliotis, Plymouth University

This article focuses on the notion of customer non-compliance with instructions during the service encounter and explores the factors that reduce its negative impact on service quality. A conceptual framework was developed integrating the influence of customer non-compliance on perceived service quality and three moderating effects. To test the validity of the framework, a hierarchical approach was followed and data were collected from 120 managers and 585 customers of 120 hotels. The results confirm the negative influence of non-compliance on service quality and indicate three factors that moderate this relationship: customer orientation, service blueprinting effectiveness and employee empowerment.

Keywords: Compliance, Quality, Blueprinting

The Relationship between Personality and Creativity: The Unknown Effects Cristiana R. Lages, Loughborough University Filipe J. Coelho, Faculdade de Economia da Universidade de Coimbra Carlos M. P. Sousa, Durham University Business School

Past research investigated the relationship between the five factor model of personality and creativity. This study goes beyond this model by considering additional personality traits. Additionally, while past studies have focused on linear effects, we examine both linear and non- linear effects of personality on creativity. Finally, we explore how autonomy moderates the effects of personality on creativity. The results indicate that five personality traits have non-linear effects, and that autonomy moderates the effects of some personality traits on creativity. Moreover, this study reveals that the effects of personality on creativity in services are different from those in other settings.

Keywords: Creativity, Personality, Autonomy EMAC Conference nd 42

249 16:00 - 17:30 Wednesday, 5 June 2013

Consumers’ Catharsis and Service Failure: The Moderating Role of Stability Attributions and Regulatory Focus Salvador Ruiz, Murcia University Inés López, Universidad Miguel Hernández Luk Warlop, K.U. Leuven and BI Oslo

When a severe service failure takes place, many consumers feel revengeful towards the company. A common way to take revenge is to share the episode with others. That communication process serves a cathartic function. In this paper, instead of adopting the traditional perspective of the detrimental effects of revenge on the company, we focus on the beneficial effects of channelling revenge through catharsis on repatronage intentions. We identify two moderators. In study 1, we evaluate whether the effectiveness of a service recovery strategy is affected by catharsis and stability attributions. In study 2, we test the effectiveness of two recovery strategies and how it is influenced by catharsis and consumers’ regulatory focus. Results confirm the moderating effect of stability attributions and regulatory focus on the effect of catharsis in service failures. Theoretical and managerial implications are discussed.

Keywords: Catharsis, Stability Attributions, Regulatory Focus

Session 19.04 Social Responsibility, Ethics and Consumer Protection

Session Title: Sustainability and Branding Room: D503 Session Chair: Stefan Roth, Kaiserslautern Technical University

Consumer Sustainability Orientation - Development of a Measurement Scale Stefan Roth, Kaiserslautern Technical University Thomas Robbert, University of Kaiserslautern EMAC Conference

nd Sustainability receives increasing attention in theory and practice. In order to effectively 42 implement and communicate efforts in sustainability, companies need to know how consumers 250 Wednesday, 5 June 2013 16:00 - 17:30

view and attach value to corresponding issues. To this point no comprehensive and valid instrument exists to measure the consumer’s attitude towards sustainability. This article aims at developing a measurement scale to measure consumer sustainability orientation (CSO) in order to overcome this shortcoming. This construct describes the consumers’ valuation of the ecological, social and economic dimensions of sustainability. Based on theory grounded definition of the construct and a number of expert interviews the instrument was designed and qualitatively and quantitatively assessed.

Keywords: Sustainability Orientation, Sustainability Dimensions, Scale Development

Brand Awareness or Brand Credibility? This Is the Matter in a Co- Branded Cause Related Marketing Program Ilaria Baghi, University of Modena and Reggio Emilia Veronica Gabrielli, University of Modena and Reggio Emilia

The aim of this study is to analyse the potential of a co-branding strategy in cause related marketing (CRM). The intent is to verify the role of brand awareness and brand credibility on consumers’ intention toward a co-branded cause related product. The study consists of an experimental between subject design. Findings show that brand awareness, and not brand credibility, is able to affect consumers’ willingness to buy and to pay for the product. Even if a for-profit brand is not so credible, it could reach positive results in a CRM co-branded campaign together with a well-known non-profit brand.

Keywords: Cause Related Marketing, Brand Awareness, Brand Credibility

Is Fault Confessed Half Redressed? : The Influence of a Brand Misbehaving and Making Amendments on Brand Attitude and Eco- Friendly Image Marie-Cécile Cervellon, International University of Monaco

“Burberry: When plaid goes bad; Boycott Burberry until it stops using fur”. This statement by the PETA illustrates a major threat on brands which are not socially responsible: being attacked by Not-For-Profit organizations. The paper investigates, through an experimental design with EMAC Conference

repeated measurement, consumers’ responses to brands targeted by NFPs for failure to be nd eco-friendly and, subsequently complying with NFPs demands. For a brand which does not 42

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propose eco-friendly credentials (eg. Victoria’s Secret), making amendments is beneficial: the attitude and eco-friendly image are significantly more positive than before the NGO attack and paradoxically more positive than if the brand would not have been attacked at all (failure and recovery paradox). In contrast, a green and ethical brand (eg. Stella McCartney) might not recover from such attacks.

Keywords: Sustainability, Luxury,NFPs

Boosting The Impact of Sustainability on Brand Equity: Differentiating Social and Environmental Performance and Their Interactions with Innovation Stefan Wamsler, RWTH Aachen University Malte Brettel, RWTH Aachen University

Sustainability has become utmost important for research and practice in recent years. However, empirical results about “doing well by doing good” in a globalized world are inconclusive. We examine the impact of sustainability on global brand equity, taking a closer look at the social and environmental sub-dimensions and their interactions with a company’s innovation. To test our theoretical model we use panel data from 574 global brands in 35 countries between 2007- 2011. Our results show that sustainability boosts global brand equity. But managers need to consider the different impact of social and environmental performance on brand equity. They have to align their sustainability efforts to the firm’s innovation level in order to maximize customer- based returns from increased social and environmental performance.

Keywords: Sustainability, Innovation, Brand Equity EMAC Conference nd 42

252 Wednesday, 5 June 2013 16:00 - 17:30

Session 20.04 Tourism Marketing

Session Title: ICT in Tourism Room: D405 Session Chair: İrem Önder, Modul University Vienna

Where to Go Next? Mapping Multi Destination Trips Using Geotagged Photographs İrem Önder, Modul University Vienna Wolfgang Koerbitz, Vienna University of Economics and Business

Spotting multi-destination trips can be used for destination marketing to create potential marketing synergies. The purpose of this study is to identify multi destination trips in Austria based on the geotagged photos retrieved from the Flickr website. Based on this data, trip patterns were classified as follows: (1) Single destination trips (57%); (2) Base camp trips (30%) and (3) Regional Tour trips (13%). In addition, cluster analysis was conducted to categorize the cities. The first cluster encompasses the eastern part of the country, which includes larger cities such as Vienna and Salzburg and the second cluster refers to the western part of Austria. This can be used for practical purposes, for instance, the destinations which are in the same clusters can have joint marketing campaigns or create shared hiking trails.

Keywords: Multi Destination Trips, Destination Marketing, Flickr

Holistic Web-Design of E-destination Settings: The Influence of Travelers’ Emotions and Attitudes on Response Behaviors Alexandra Brunner-Sperdin, University of Innsbruck Lukas Bacher, University of Innsbruck

Travelers evaluate destination websites based on a multitude of single cues. Recent literature, however, focuses on selected online stimuli that represent destination settings. We argue that consumers perceive online settings in a more holistic way and therefore eDestinations should EMAC Conference focus on high-task and low-task relevant cues to influence travelers’ emotional states, cognitions nd 42

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and subsequently their responses to online settings. A comprehensive model is developed and tested in order to explain those effects. The study not only provides important implications for eDestination design, but also advances online marketing theory.

Keywords: E-destination Perception, High-Task And Low-Task Relevant Cues, Travelers’ Emotions And Cognitions

Usage Patterns of Semantic Web Formats on Austrian Websites Wilhelm Loibl, Vienna University of Economics and Business Anke Schneider, Vienna University of Economics and Business

With the fundamental shift from goods-dominant to service-dominant logic, marketing research now focuses on the unhindered information flow between customers and companies. Internet technologies provide a lot of information for both sides. Especially in tourism, with its many small and medium sized businesses, an information overload is produced. A solution to this problem is the Semantic Web. This paper analyses what technologies are used on business websites in Austria. Results show that RDFa is by far the most frequently used format. The tourism industry sector uses semantic formats most often. Additionally, different usage patterns between Austria’s business sectors exist.

Keywords: Semantic Web, Tourism, Austria EMAC Conference nd 42

254 Wednesday, 5 June 2013 16:00 - 17:30 EMAC Conference nd 42

255 09:00 - 10:30 Thursday, 6 June 2013

COMPETITIVE PAPERS Thursday, 6 June 2013 EMAC Conference nd 42

256 Thursday, 6 June 2013 09:00 - 10:30

THURSDAY - 09:00 - 10:30

Session 01.07 Advertising, Promotion and Marketing Communications

Session Title: Persuasion Room: D201 Session Chair: Selime Sezgin, Bilgi University

Combining Metaphors and Gain versus Loss Framing to Enhance the Efficiency of Persuasive Communications Alice Audrezet, Institut Superieur De Gestion Caroline Ardelet, Université Paris-Dauphine Gwarlann Caffier De Kerviler, IESEG School of Management

Literature on linguistic highlights that metaphors can be either particularizing or generalizing (Eco, 1988) placing the reader in either a concrete or an abstract mindset. Effectiveness of gain versus loss framed messages has been proven to be dependent on state of mind (White et al., 2011). Thus, we hypothesize and demonstrate, through two empirical studies, that metaphors efficiency depends on whether they are associated with gain or loss framed messages. Moreover, the ease of processing mediates the influence of metaphors on behavioral intentions.

Keywords: Metaphor, Loss Versus Gain Framing, Level Of Processing EMAC Conference nd 42

257 09:00 - 10:30 Thursday, 6 June 2013

Advertising to Bicultural Consumers: The Role of Dialecticism and Bicultural Identity Integration on Persuasion Weisha Wang, University of Manchester Paul Jackson, University of Manchester

We examined the impact of dialecticism and bicultural identity integration (BII) on the attitudes towards dual-focused advertising appeals for shared and personal-use products. Our studies targeted two groups of Mainland Chinese bicultural students in the UK (N=82) and China (n=79). Consistent with our hypotheses, results showed that dialecticism influenced attitudes for shared products only for the UK group; while Chinese consumers in China reported similar levels of dialecticism, and no significant results were found. Results also showed BII effects only for shared products, and high BII had more positive attitudes. Both BII and dialecticism do not play a significant role when personal products are promoted.

Keywords: Dialectical Self, Bicultural Identity Integration, Dual-Focused Advertising Appeals

Session 02.05 Business-to-Business Marketing and Networks

Session Title: Organizing Change Room: D303 Session Chair: Fabrizio Zerbini, ESCP - Europe

Supplier Know-How Transfer Capacity in the Vendor Selection Process Fabrizio Zerbini, ESCP - Europe Stefania Borghini, Bocconi University

In this paper, we focus on knowledge transfer from suppliers to manufacturers during vendor selection. We argue that a supplier’s capacity to transfer know-how is critical for its performance EMAC Conference nd 42

258 Thursday, 6 June 2013 09:00 - 10:30

in the vendor selection process. We identify two dimensions of the know-how transfer capacity: visualization, which refers to a visual representation explaining how the supplier knowledge applies to the manufacturer; socialization, which refers to the direct interaction with the supplier’s technicians in order to convey tacit meanings. Findings show that both dimensions of know-how transfer capacity affect the responses that suppliers obtain from manufacturers at the consideration set and choice stages

Keywords: Vendor Selection, Knowledge Transfer, Supplier Know-How

Does Market Knowledge Diminish the Extent of Formal Contracting in International Buyer-Supplier Relationships? Umar Burki, Vestfold University College Arnt Buvik, Molde University College

This study examines the effect of market knowledge and specific assets on formal contracting in international exporting relationships. Market knowledge refers to the familiarity with the way foreign markets function. A sample of 131 international buyer-supplier relationships is the basis for the empirical analysis. When market knowledge is low or modest, there is a positive association between specific assets and formal contracting because low market knowledge enforces the problem of asymmetric information and perceived opportunism with successive comprehensive formal contracting. When substantial asset specificity is combined with high market knowledge, the need for formal contracting diminishes because better market knowledge facilitates in lowering transactional uncertainties and exchange hazards and enforces trust building that attenuate the need for comprehensive formal contracting.

Keywords: Market Knowledge, Specific Assets, Formal Contracting

Operational Exchange in Collaborative Business to Business Alliances: Antecedents and the Impact of Firm Size Mark Toon, Cardiff Business School Robert Morgan, Cardiff University Matthew Robson, Leeds University

Exchange is central to successful business to business alliances. The present study investigates EMAC Conference nd the increasingly important area of operational exchange in collaborative business to business 42

259 09:00 - 10:30 Thursday, 6 June 2013

alliances. Using 204 business to business collaborative alliances in the UK construction industry we use structural equation modelling to examine operational exchange and its antecedent conditions. We find that operational exchange is a continuous process and is essential for the function of the alliance. We describe the antecedent and contingent conditions necessary for operational exchange to take place, and the resulting reciprocal activity necessary to the process of continuous change in agenda and tasks. We further find that compatibility is a concern among smaller firms but is less so among larger firms exhibiting greater resource and skills homogeneity.

Keywords: Alliances, Exchange, Compatibility

Contractual Completeness: Complementary and Substitutive Roles Otto Andersen, University of Agder Emmanuel James Chao, University of Agder Arnt Buvik, Molde University College

Contracting literature has argued that both relational and non-relational dimensions will have an impact on contractual completeness, but the nature of this relationship has been less emphasized. This paper develops contracting literature by investigating the complementary and substitutive roles of relational and non-relational dimensions. Key findings indicate that relational dimensions and non-relational dimensions had a complementary effect on contractual completeness. Both relational and non-relational dimensions are important in contracting due to their strong predictive power, suggesting the importance of balancing relational and non- relational components in supplier-buyer relationships

Keywords: Contractual Completeness, Reputation, Ex-Ante Specifications EMAC Conference nd 42

260 Thursday, 6 June 2013 09:00 - 10:30

Session 03.06 Consumer Behaviour

Session Title: Sustaining Sustainability 1: Redistribution, Simplicity, and Green Behavior Room: D103 Session Chair: Zeynep Arsel, Concordia University

Collaborative Redistribution Systems and Value Creation Zeynep Arsel, Concordia University

This paper aims to provide an analysis of the systems of value created via collaborative redistribution of used goods. My empirical context is a longitudinal multi-sited ethnography of a loosely networked set of collaborative redistribution systems. I suggest that participants of these systems experience value creation through 6 systematic modes: communal, convenience, economical, experiential, moral, social. I suggest that an understanding of value offered by redistribution has to be expanded from the dualist utilitarian/hedonic dimensions and further be contextualized. My findings would also enable institutions that mediate these practices offer better value propositions. Lastly, I argue that marketers need to provide better governance mechanisms for the risks arising from unique constitutions of such exchange systems.

Keywords: Redistribution, Value, Ethnography

“Weighty Issues and Hairy Times” an Analysis of Women’s Self Concept and Body Image in The Context of a Voluntary Simplicity Study Cathy Mcgouran, University College Dublin Andrea Prothero, University College Dublin

Voluntary simplicity is a lifestyle choice that has gained prominence as an alternative to the consumerist lifestyle. A key theme of voluntary simplicity is reduced material consumption. This paper explores the effects of reducing such consumption on a group of Irish women in a EMAC Conference nd 42

261 09:00 - 10:30 Thursday, 6 June 2013

post Celtic Tiger economy. A series of in-depth phenomenological interviews were conducted in conjunction with the researcher’s own autoethnography. The findings show that the women struggled with their body image and self concept as a result of simplifying their lives.

Keywords: Voluntary Simplicity, Consumption, Self-Concept

When Materialistic and Sustainable Values Collide: Strategies to Cope Pia Furchheim, Chemnitz University of Technology Steffen Jahn, Chemnitz University of Technology Shruti Koley, Texas A&M University Cornelia Zanger, Chemnitz University of Technology

The rising conflict between the growing sensitivity towards environmental concerns while living in a material world has interested consumer researchers and policy makers alike for some time. The present paper aims to shed light on the question how individuals who hold both sustainability-oriented values and materialistic values cope with the arising conflicts. Drawing upon goal-systems theory (Kruglanski et al. 2002), we discuss varying coping strategies, such as balancing both conflicting goals vs. highlighting one of them. We offer a modified approach of multifinality (dominant multifinality) which results in complete fulfillment of one goal while additionally allowing for partial attainment of the other. Finally, we contend that consumers might also choose to balance both goals by means of a consumption portfolio.

Keywords: Materialism, Sustainability, Coping

Green Behavior: How to Encourage It? Giulia Miniero, Bocconi University Giuseppe Bertoli, Brescia University Anna Codini, Brescia University Michelle Bonera, Brescia University Elisabetta Corvi, Brescia University

Marketing communication campaigns could be effectively used to change consumers attitudes and buying intentions toward environmentally friendly products (Jackson, 2005).The article illustrates the results of 2 experimental studies that focus on psychological states that might EMAC Conference

nd influence consumers to comply with green consumption: regulatory focus and time horizon. The 42

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former, is the strategic orientation individuals use to pursue their goals (Pham et al 2010) and the latter represents the time a consumer believes will elapse before he/she can experience the outcomes caused by his/her eventual choice (Wright et al 1977). Results show that regulatory focus increases the relevance of the issue and thus induces consumers to comply with the green product and is independent of the time horizon effect.

Keywords: Regulatory Focus, Time Horizon, Green Behavior

Session 03.07 Consumer Behaviour

Session Title: Culture in Consumption: Cross-Cultural, Global, and Country-of-Origin Research Room: D102 Session Chair: Luka Visconti, ESCP Europe

The Effect of Culture on Perception and Cognition: A Conceptual Framework Benjamin Voyer, ESCP-EAP European School of Management London Minas Kastanakis, ESCP Europe Business School

Researchers are increasingly recognizing the role of culture as a source of variation in many phenomena of central importance to consumer research. This paper addresses a gap in cross- cultural consumer behavior literature by providing a review and conceptual analysis of the effects of culture on pre-behavioral processes (perception and cognition). This paper highlights a series of important perceptual and cognitive differences across cultures and offers a new perspective of framing these differences among cultures—that of “culturally conditioned” perceptual and cognitive orientations. The findings address several theoretical issues and raise directions for further research and managerial implications.

Keywords: Perception, Cognition, Cultural Conditioning EMAC Conference nd 42

263 09:00 - 10:30 Thursday, 6 June 2013

The Impact of Political Animosity on Consumers’ Willingness to Buy Foreign Products Alper Özer, Ankara University Emre Şahin Dölarslan, Çankırı Karatekin University Akın Koçak, Ankara University

This study examines the consumer animosity as a political animosity regarding the conflict between Turkey and France. Most researchers concentrate on stable animosity feeling when examining war-based animosities. Situational animosities, on the other hand, have only been considered recently. Therefore this study focuses on political animosity as a situational animosity. We argue that subjective norms are a critical factor for the efficacy of animosity on the willingness to buy. Moreover, product judgment is also affected by animosity. In other words, we argue that besides the direct effect of animosity on the willingness to buy, subjective norms and product judgment enhance this relation.

Keywords: Animosity, Subjective Norms, Willingness To Buy

Affiliating with Japanese Culture Through American Brands: Assertions of Multicultural Identity Through Discursive Reconfigurations of Brand Origin Julie Emontspool, University of Southern Denmark Eva Kipnis, Coventry Business School Amanda Broderick, Salford Business School

Through a multi-country qualitative study spanning western and non-western contexts, this paper illustrates how individuals adapt their perceptions of brands’ cultural meanings to construct coherent brand constellations fitting their affiliations with multiple cultures. The paper investigates the use of contrasting brand perceptions in identity construction by studying individuals’ choices for brands of different origins. The findings indicate that consumers distinguish between local, global and foreign brands, differentially integrating them in their consumption constellations in accordance with their overall cultural affiliations. Thus the paper extends research on contrasting brand perceptions as indicators of cultural identity beyond the focus on western brands. EMAC Conference nd

42 Keywords: Multi-Cultural Identities And Symbolic Consumption, Cultural Plurality, Brand Perception

264 Thursday, 6 June 2013 09:00 - 10:30

Cosmopolitan Heartbeats: The Temporal Structuration of Consumption in Conditions of Global Mobility Bernardo Figueiredo, University of Southern Denmark Mark Uncles, University of New South Wales

Marketing and consumer scholarship have demonstrated the significance of time as a structuring dimension of consumption. While much research has examined the relationships between time and consumption in contexts where limited consumer mobility is involved, much less attention has been given to understanding this relationship in conditions of global mobility. We use multi-sited ethnography and in-depth interviews to understand how globally moving consumers manage multiple temporal-cultural frameworks and how they develop new temporal frameworks that are particular to their own global mobility culture. Our findings detail various time-managing practices and temporal structures that shape consumption under these changing conditions. Contributions are drawn from these findings.

Keywords: Time, Global Consumers, Mobility

Session 04.05 Innovation and New Product Development

Session Title: Co-Creation II Room: D302 Session Chair: Birgül Küpeli, Bahçeşehir University

Virtual Co-Creation from a Stakeholder Network Perspective Katja Hutter, University of Innsbruck Johann Füller, University of Innsbruck Julia Hautz, University of Innsbruck Kurt Matzler, University of Innsbruck

While virtual co-creation initiatives have been extensively explored from different perspectives, EMAC Conference

a deeper knowledge from a multi-stakeholder perspective is needed to better understand the nd behaviors, roles, and importance of various groups of participants. Based on the data of the 42

265 09:00 - 10:30 Thursday, 6 June 2013

Swarovski online jewelry design contest, we compare three stakeholder groups, including professional designers, students, and jewelry enthusiasts. We find that professional designers do not only submit the highest number of freely created contributions, but also the submissions of highest quality. They also occupy the most prestigious positions in the emerging communication network. However, no differences in the out-degree centrality of network positions are found across stakeholder groups. This study contributes to the theory of virtual co-creation from a stakeholder perspective and to the literature on antecedents affecting actors’ structural network positions.

Keywords: Virtual Co-Creation, Idea And Design Contests, Stakeholder Perspective

Innovate with Living Labs: An Empirical Analysis of Their Role During Knowledge Creation Dominik Mahr, Maastricht University Dimitri Schuurman, iMinds-MICT-Ghent University Lieven De Marez, iMinds-MICT-Ghent University Elizabeth Aguirre, Maastricht University Pieter Ballon, iMinds-SMIT-VUB

In Living Labs, customers experiment with innovations in an everyday context. Policy makers, firms and research institutions increasingly invest in such knowledge brokers which facilitate collaboration between diverse parties. This study establishes common characteristics of Living Labs and investigates their role during experiential knowledge creation. Drawing on a unique sample of 64 Living Labs, this research blends quantitative and qualitative research in two steps. First, Categorical Principal Components Analysis extracts two meta-characteristics, user contribution and contextual reality which identify four clusters of Living Labs. Second, the assessment of in-depth interviews offers a fine-grained picture of the impact of these characteristics on knowledge outcomes and its limitation in generating radical changes.

Keywords: Livinglab, Openinnovation, Knowledge

Session 05.05 EMAC Conference nd 42

266 Thursday, 6 June 2013 09:00 - 10:30

International and Cross-Cultural Marketing

Session Title: Language and Sound Room: D202 Session Chair: John Cadogan, Loughborough University

The Effect of Culture and the Cultural Framework of Language on Online Information-Processing Juan Miguel Alcántara Pilar, University of Granada Salvador Del Barrio García, University of Granada

The present work examines the effect of the user’s language, as a vehicle for cultural values, on their processing of the information contained within a website. A sample of 491 internet users from two different cultures (British and Spanish) was created. Half the users were asked to browse the experimental website in their mother tongue, while the other half browsed in their second language (British participants browsing in Spanish and the Spanish browsing in English). The key findings of the research demonstrate that information-processing is moderated by the user’s culture and the language in which they process the information.

Keywords: Perceived Risk Online, Cultural Dimensions, Language

No More “Lost in Translation“ by Applying Sound Symbolism in International Brand Names Christina Kühnl, University of Mannheim Alexandra Mantau, University of Mannheim

Managers increasingly face the challenge of creating efficient international brand names that attract consumers, but which do not lead to problems of being “lost in translation”. Recently, marketing scholars started to recommend the application of sound symbolism in brand names, which refers to the psycholinguistic process that explains the relationship between the sound of a word and its meaning. In our experimental study, we transfer this knowledge to an international context. We were able to demonstrate that the sound symbolism of vocals and consonants does EMAC Conference not differ for brand name perceptions and preferences across the English, French, German, and nd 42

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Spanish language. Accordingly, managers may prevent translation problems by applying sound symbolism in international brand names.

Keywords: International Brand Names, Sound Symbolism, Psycholinguistics

Survey Participants Lost in Translation: An Experimental Study on the Use of Dialectal vs. Standard Language Kaouther Kooli, Bournemouth University Mourad Touzani, Rouen Business School Fatma Samoui, InstİTU Superieur de Gestion, University of Tunis Kaouther Kooli, Bournemouth University Karim Ben Yahia, ISBAM, LARIME

This study investigates the effectiveness of questionnaires’ translation to Dialectal Arabic and examines the impact of three linguistic modalities on respondents’ cognitive disposition and the moderating role of acculturation and linguistic preferences. For the purposes of this paper, an experiment was implemented. A questionnaire designed in three languages French, Classical Standard Arabic and Dialectal Arabic was given to three samples of 200 individuals each. The findings show a higher cognitive disposition toward the French-language questionnaire. Questionnaires in Dialectal Arabic did not generate good cognitive disposition amongst our respondents. Moreover, there is a significant moderating effect of acculturation on the relationship between linguistic modalities and respondents’ Cognitive Disposition towards the questionnaire. Preference for Dialectal Arabic moderates the relationship between the linguistic modality and respondents’ cognitive disposition towards the questionnaire.

Keywords: Questionnaire Translation, Dialect And Language, Cross-Cultural Research EMAC Conference nd 42

268 Thursday, 6 June 2013 09:00 - 10:30

Session 06.01 Marketing in Emerging and Transition Economies

Session Title: Consumer Decision Drivers in Emerging Markets Room: D304 Session Chair: Gabriel Levrini, Pontifical Catholic University of Rio De Janeiro

Discrimination Coping Responses: Low Income Consumers Stigma in Service Encounters Gabriel Levrini, Pontifical Catholic University of Rio De Janeiro

This article focuses on low-income consumers facing social stigma in service encounters with contact employees. Research have regarded the income-consumers from the disadvantaged perspective (Andreasen,1975) but few from the stigmatized perspective (Adkins and Ozanne, 2005). The literature tends to propose direct functional relationships between emotions and coping processes. Further studies suggested that emotional and cognitive appraisals interact to influence consumers’ choice of coping strategies (Luce et al. 2001). Our study was designed using Critical Incident Technique and Content Analysis in 210 low income individuals The results state the existence of that stigmatized behavior beyond the legitimate expected interaction between the parties involved. The temporary status differential (Czepiel et al, 1985) may insert distinct ambiguity in an encounter due to the low-income factor.

Keywords: Low Income Consumers Stigma, Discrimination, Coping Responses

Designed and Assembled in an Emerging Market: Consumer Ethnocentrism and Country of Origin Effects of Chinese and Indian Products in Brazil Marlon Dalmoro, Federal University of Rio Grande Do Sul Wagner Junior Ladeira, Faculdade de Tecnologia SENAC-RS Walter Meucci Nique, Federal University of Rio Grande do Sul

The present study analyses the relation between ethnocentrism and country of origin in EMAC Conference emerging markets. A survey was conducted to measure the perception of Brazilians consumers nd 42

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over the importation of products from China and India. The results show that the average level of ethnocentrism of the Brazilian consumer and the perception of the country of origin effect is invariable for Chinese and Indian products and services. Furthermore, the average level of ethnocentrism of Brazilian consumers has a positive effect upon the perception of the country of origin effect for both China and India.

Keywords: Consumer Ethnocentrism, Country Of Origin Effects, Emerging Markets

Other Customer Perception Scale Adaptation for the Brazilian Context Clecio Falcão Araujo, Pontifical Catholic University of Rio Grande Do Sul Tito Luciano Hermes Grillo, Pontifical Catholic University of Rio Grande do Sul Wagner Junior Ladeira, University Vale dos Sinos Walter Meucci Nique, Federal University of Rio Grande do Sul

Although scholars and practioners acknowledge the influence of other customers as relevant in the service experience, there is a deficiency of instruments for the inquiry of this phenomenon. Given that such deficiency is perceived by researchers in countries such as the United States, where most relevant marketing research is conducted, in emerging countries, where marketing research is less advanced, it is even more critical. This article aims to contribute to attenuate such deficiency by adapting a scale that measures the impact of other customers in the service environment for the Brazilian context. The results provide a valid and reliable adaption and reinforce the generalizability of most of the findings of the original study.

Keywords: Other Customer Perception, Scale Adaptation, Emerging Country EMAC Conference nd 42

270 Thursday, 6 June 2013 09:00 - 10:30

Session 07.01 Marketing of Public and Non-Profit Organisations

Session Title: Marketing of Art Room: D305 Session Chair: Joelle Lagier, ESC - Rouen Business School

Marketing of Art or Art of Marketing: How to Break Resistance? Joelle Lagier, ESC - Rouen Business School Virginie De Barnier, IAE AIX EN PROVENCE

This article attempts to analyze resistance to the marketing of contemporary art. Several qualitative studies were conducted among professional actors in the art market, having links with public museums or non-profit artistic organizations in order to understand the perceptions and latent attitudes involved. Results show that professional actors discussed major themes such as economic pressure and fear of deviating from their mission. Elements of reassurance are recommended: the restoration of trust through transparency and membership and a return to a certain marketing of art or an art of marketing, focusing on positive emotions such as pleasure, recognition and satisfaction.

Keywords: Art, Resistance, Marketing Of Art

Museum Visitor Intentions to Revisit and Recommend Eleni Mavragani, University of the Aegean Constantine Lymperopoulos, Univeristy of the Aegean

The purpose of the present study is to identify the factors affecting museum visitor intentions with regard to future behaviour, by designing a behavioural model. The scope of this behavioural model was to understand and predict museum visitor future behaviour and to identify strategies that can explain and influence their behaviour. Structural Equation Modeling was selected as the most appropriate method for verifying the Theory of Planned Behaviour model in the case of Greek public museums, with 535 questionnaires being completed by tourists as visitors of EMAC Conference museums. Museum visitor future intentions are described for the first time, with the aid of a nd behavioural model. Both museum managers and the authorities could use the present findings 42 271 09:00 - 10:30 Thursday, 6 June 2013

to focus promotional activities on several target groups that are primarily interested in cultural tourism.

Keywords: Museums, Behavioral, Model

Connecting Communities through the Marketing Audit - A Valuable Tool for Arts Organizations Deborah Andrus, University of Calgary

The marketing audit, as a strategic control mechanism was first introduced in the 50’s. As a tool to measure marketing performance, the marketing audit has recently lost favour when compared with more quantitative measurement systems. When used within the context of an arts organisation however, it provides valuable information for financially strapped organisations. The paper explores the history of the marketing audit and presents a case where arts organisations are provided a marketing audit by marketing students, an example of using a marketing audit as a way to connect arts organisations with business students enhancing both communities.

Keywords: Arts, Marketing, Audit

Session 09.01 Marketing Strategy and Leadership

Session Title: Entrepreneurial Orientation Room: D402 Session Chair: Aarti Sood, Aston University, Aston Business School

What Does “good” Look Like? A Three Country Examination of Marketing Practice Aarti Sood, Aston University, Aston Business School John Rudd, Aston University Andrew Farrell, Aston University EMAC Conference nd

42 Grounded in configuration theory, this study investigates the notion of co-alignment of business orientation, marketing assets and marketing capabilities, and their relationships to performance. 272 Thursday, 6 June 2013 09:00 - 10:30

Using these criteria, profiles of high performing businesses were derived and assessed against a three country sample of Brazil, China and the UK. Findings are consistent, statistically significant and invariant across the sample. They show that businesses with ideal profiles significantly outperform competitors in terms of market-based performance, customer satisfaction, and financial performance. Furthermore, profiles of top performing organizations are similar across countries with respect to their orientations, assets, and capabilities. Only customer-based assets, network capabilities, and customer and shareholder orientations were different. Implications and future research directions are subsequently addressed.

Keywords: Strategic Profiles, Coalignment, Profile Deviation

Incumbent Cost Response to Market Entry: Exploring the Effect of Switching Costs in the Spanish Domestic Airline Sector 2000-2009 Franco Sancho-Esper, University of Alicante Francisco Mas-Ruiz, University of Alicante

Growing overall competition, derived from both regulatory and structural changes, has promoted the study of incumbent reaction to market entry. In the last years, the rise in low cost entry sector wide, which has generalized incumbent cost competition. Our paper analyzes the role of switching costs on incumbent reaction in the airline sector, as well as the asymmetric response among entrants. The instrumental variable estimations, of the Spanish domestic sample of reactions for 2000 to 2009, support the moderating effect of switching cost on operating cost response as well as the presence of asymmetric response and the relevance of incumbent dominance.

Keywords: Incumbent Reaction, Switching Costs, Airline Sector

A Measure of Market Sensing Capabilities Alvaro Dias, Higher institute of Management and Administration Luis Filipe Lages, NOVA School of Business and Economics

Market sensing is critical for sustainable competitive advantage allowing firms to become aware of opportunities and threats. Although research on market sensing capabilities has been performed

in several managerial disciplines there is no common agreement about its measurement. We EMAC Conference nd develop a scale that measures market sensing capabilities as a microfoundation of dynamic 42 capabilities (cf. Teece, 2007). Results support a four dimensional scale: (1) analytical processes 273 09:00 - 10:30 Thursday, 6 June 2013

for market sensing, (2) organizational articulation supporting market sensing, (3) business knowledge sensing capabilities, and (4) customer relational sensing capabilities. Findings also reveal that all four dimensions are positively and significantly associated with product development. Discussion centers on implications to theory and management.

Keywords: Market Sensing Capabilities, Dynamic Capabilities, Product Development

Do Marketing Capabilities Impact on Service Innovation and Performance? Tomas Gonzalez, University of Valencia Sonia Cruz-Ros, University of Valencia Carmen Perez-Cabañero, University of Valencia

This research analyzes the impact of several marketing capabilities on financial performance and innovation. The proposed model differentiates between operational marketing capabilities and dynamic marketing capabilities, the latter related to marketing strategy, marketing planning and market research. Based on a sample of 152 service firms, the results show that operational marketing capabilities influence on those dynamic marketing capabilities. Strategic marketing and planning marketing capabilities impact positively on financial performance while market knowledge capabilities impact positively on service innovation.

Keywords: Marketing Capabilities, Innovation, Service Firms EMAC Conference nd 42

274 Thursday, 6 June 2013 09:00 - 10:30

Session 11.01 Modelling and Forecasting

Session Title: Modelling I Room: D501 Session Chair: Peter Verhoef , University of Groenningen

A Mixture-Amount Model for Media Mix Investment Optimization Leonids Aleksandrovs, University of Antwerp Peter Goos, University of Antwerp Nathalie Dens, University of Antwerp Patrick De Pelsmacker, University of Antwerp

Two key decisions advertisers have to make are (i) how much to spend on advertising and (ii) how to allocate these resources across media. We propose and test a mixture-amount model, a new approach to model the impact of advertising investments and budget allocation across media types on ad recognition. In an advertising context, the mixture-amount model allows advertisers to determine the optimal media mix for each total advertising budget. We demonstrate the usefulness of the model for advertisers by analyzing Belgian data on advertising campaigns for personal care products, obtained from an international publisher of magazines. To this end, we use an interactive tool that predicts the response to media campaigns with different budget levels and media mix allocations.

Keywords: Advertising, Mixture-Amount, Optimization

Profit Maximizing Contract Plans Siham El Kihal, Goethe University Christian Schlereth, Goethe University Frankfrut

Service providers commonly offer contract plans with different contract lengths as an optional alternative to single period plans. Contract plans are attractive for consumers who use the ser- vice periodically because they benefit from significant price discounts if they commit them-selves EMAC Conference for the time of the contract length. However, determining profit maximizing contract plans is nd challenging since binding consumers leads to greater profit while offering large price discounts 42

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negatively impact provider’s profit. The goal of this study is to outline the drivers of differences in profitability when offering a contract plan in addition to a single period plan. Therefore, we model consumers’ decision-making between the two plans and develop a method to maximize profitability of these plans. We show in a Monte Carlo simulation that offering a contract plan in addition to a single period plan can increase profits by up to 10%.

Keywords: Pricing, Contract Length, Monte Carlo Simulation

A New Nature-Inspired Mechanism for Market Segmentation: Empirical Implementation and Evaluation Stelios Tsafarakis, Technical University of Crete Charalampos Saridakis, Leeds University Business School George Baltas, Athens University of Economics and Business Nikolaos Matsatsinis, Technical University of Crete

Market segmentation is a widely accepted concept in marketing research and planning. Although K-means cluster analysis has been extensively applied to segment markets in the last 50 years, the results have often been reported to be less than satisfactory by both practitioners and academics. This study develops and implements a new nature-inspired mechanism, called Particle Swarm Optimization, to market segmentation which addresses shortcomings of existing approaches. Our mechanism has been applied and evaluated in an empirical dataset of 1,622 consumers pertaining to attribute-level satisfaction ratings from currently owned cars. The results are encouraging and provide decision makers with improved alternatives over existing market segmentation methods.

Keywords: Segmentation, PSO, Clustering

Decision Support for Valuing Customers as Restful Web Services Mihai Calciu, Lille University of Science and Technology Lars Meyer-Waarden, Strasbourg III University and IAE Management School Francis Salerno, LEM - IAE, University Lille I Sylvain Willart, LEM - IAE, University Lille I

Web services represent an important evolution in distributed software architecture. Computer EMAC Conference nd programs (like marketing modeling applications) transformed into web services can be 42

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discovered and consumed over the internet by machines and/or humans and in their turn can discover and consume other services. Lately REST (REpresentational State Transfer) has emerged as an alternative to the classical Web service design model. It is less typed and in many aspects less “sophisticated” and therefore literally “restful” for decision support builders. Marketing modeling solutions based on RESTful web services are easier to implement by marketing scientists and easier to discover by managers. This paper presents the differences between the two approaches and introduces a RESTful web service for valuing customers.

Keywords: Marketing Models, Web Services, Decision Support

Session 12.05 New Technologies and E-Marketing

Session Title: Online Buying & Decision Making II Room: D504 Session Chair: Christian Hildebrand, University of St. Gallen

Development of a Two-Step Customization Approach to Minimize Consumers’ Decision Complexity and Maximize Companies’ Profitability – Evidence from Field and Lab Experiments Christian Hildebrand, University of St. Gallen Andreas Herrmann, University of St. Gallen Gerald Häubl, University of Alberta Jan R. Landwehr, University of Frankfurt

We propose a two-step customization mode by which consumers choose from a subsample of prespecified alternatives first, before conducting a subsequent customization task. Empirical evidence from a series of two lab experiments and a field experiment in a car manufacturer’s car configurator with real customers, revealed that this two-step customization mode is superior to previously proposed customization modes, leading to less choice complexity, increased preference certainty and product satisfaction from a consumer perspective as well as higher sales for companies. EMAC Conference nd

Keywords: Mass Customization Systems, Decision Complexity, Choice Decomposition 42

277 09:00 - 10:30 Thursday, 6 June 2013

The Dynamics of Groupon: Repeat Purchase and Word-of-Mouth after the Deep Discount Ela Ari, Özyeğin University Koen Pauwels, Özyeğin University Sinem Atakan, Özyeğin University

The rapid rise and fall of deep discount sites such as Groupon are reflected in contradictory reports on how profitable deals are to merchants. Recent research has looked at short-term consumer reaction and business profitability, but not yet at repeat purchase and word-of-mouth behavior. We examine what drives customers to buy online deep deals, to repurchase and spread word-of-mouth under different circumstances of price, merchant reputation, deal conditions, experienced service quality and consumer profiles. Our experiment reveals that price discount, reputation, and distance play a significant role in the purchase decisions from deal sites, price discount and distance interaction is a key effect that managers can control in order to give fewer discounts and make more profit. The need for affiliation and power has a significant effect on repurchase at regular price. The high need for achievement individuals generate word of mouth by talking more and high need for affiliation individuals generate electronic word of mouth by writing on social media.

Keywords: Deep Discount, Online Deal Sites, Repeat Purchase

The Use of Images in Informational Websites: Effects on Trust, Browsing Behavior, and Memory Julia in Der Wiesche, University of Innsbruck Reinhard Grohs, University of Innsbruck Georg Fischer, University of Innsbruck

This paper demonstrates in the context of informational websites that websites containing human images (as compared to images of objects or no images) positively influence webpage exposure duration through image appeal, perceived social presence, trust, enjoyment and perceived usefulness. In addition, human images facilitate knowledge acquisition and retention via two routes. On the one hand, webpage exposure increases memory for webpage content. On the other hand, image appeal exerts a direct positive influence on memory for webpage content. EMAC Conference nd

42 Keywords: Human Images, Trust, Memory

278 Thursday, 6 June 2013 09:00 - 10:30

Session 13.03 Pricing and Financial Issues in Marketing

Session Title: Price Sensitivity Room: D403 Session Chair: Nadia Abou Nabout, Frankfurt University

Brand Bidding in Paid Search: Just Cannibalizing or Increasing Profit? Nadia Abou Nabout, Frankfurt University Bernd Skiera, Goethe University Frankfurt

Companies spend huge amounts of money on bidding for branded keywords in paid search (i.e., brand bidding). These keywords capture a disproportionally high share of clicks and conversions in paid search campaigns, but might strongly cannibalize organic search whose clicks are free of charge. Using a newly developed approach, we explore the conditions under which brand bidding increases the advertiser’s profit and suggest calculating the costs per incremental click and order to account for cannibalization. The results of a field experiment show that brand bidding increases clicks and conversions by 32% and 53%, respectively. Yet 51% of all paid clicks and 32% of all paid conversions cannibalize organic search such that the costs per incremental click and order are 103% and 47% higher than the costs per click and order, respectively. Still, brand bidding increases the advertiser’s profit.

Keywords: Search Engine Advertising, Cannibalization, Branded Keywords

Are Price Lotteries or Price Discounts More Effective in Influencing Customer Choice? Verena Huettl, Augsburg University Heribert Gierl, Augsburg University

Price lotteries are used by retailers to attract their customers. When price lotteries are applied, a predetermined portion of the retailer’s customers gets their shopping basket for free. We ask the question about whether it is advantageous on the product level to use price lotteries to EMAC Conference in-crease choice shares of products. Theories indicate that riskless gains are preferred to risky nd 42 gains. However, we consider savings instead of gains and argue the attractiveness of risky savings 279 09:00 - 10:30 Thursday, 6 June 2013

increases with the size of the saving. Thus, price lotteries might be highly effective to promote products with high regular prices. Our findings indicate that choice shares of prod-ucts promoted with a price lottery actually increase in the case of high regular prices. Howev-er, the effect of price lotteries does not exceed the effect of common price discounts but it can be expected that lotteries are highly effective in attracting customers’ attention.

Keywords: Pricing, Price Lotteries, Price Promotions

Paying Too Much Today and Being Happy about it Tomorrow: Existence, Motives and Consequences of Payment Sequence Preferences Fabian Schulz, Frankfurt University Christian Schlereth, Frankfurt University Bernd Skiera, Frankfurt University

Commonly providers of recurring services (for which payment and usage are separated in time) such as utility suppliers, leasing companies and insurances use advance payment systems. They predict their customers’ usage for the whole billing period, e.g. one year, and customers make advance payments, e.g. every month, that is equal to the value of the predicted usage. At the end of the billing period actual usage is determined and customers either receive a refund or make an extra payment. The aim of this research is to determine whether this practice of setting advance payments equal to predicted usage is in line with customer preferences and provider goals. We use two surveys and combine them with billing data to analyze payment sequence preferences, the motives behind these preferences and the consequences of payment sequences for customer attitudes and behavior.

Keywords: Payment, Sequence, Preference EMAC Conference nd 42

280 Thursday, 6 June 2013 09:00 - 10:30

The Influence of Participation in Prediction Markets on Price Sensitivity – An Experimental Study on Sporting Goods Christian Horn, University of Bamberg Katharina Liebetrau, University of Bamberg Tobias Biggeleben, University of Bamberg Björn Ivens, University of Bamberg

While most research on prediction markets within the business field focuses on decision making and forecasting this paper examines the possibility of prediction markets as a potential tool for companies to influence price sensitivity of their customers. Results of three studies requesting the price sensitivity, with an average number of 54 participants in a prediction market using the Van Westendorp price sensitivity meter technique, show that a generalization of the prediction market impact on products price evaluation cannot be identified. However, results provide valuable insights regarding influence factors that lead to positive or negative change of participants’ price sensitivity and help companies to better design and use prediction markets.

Keywords: Prediction Markets, Price Sensitivity, Sporting Goods

Session 14.05 Product and Brand Management

Session Title: Brands in Different Contexts Room: D101 Session Chair: Alper Özer, Ankara University

The Social Context of Fakes: How Do the Owners of Genuine Luxury Goods Perceive the Proliferation of Counterfeits? Anja Spilski, Saarland University Andrea Groeppel-Klein, Saarland University Christine Rodner, Saarland University EMAC Conference

Counterfeit luxury items pose a challenge for suppliers of genuine luxury goods. While previous nd studies mainly focus on the mere availability of counterfeit luxury items, this paper concentrates 42

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on the reactions of owners of genuine luxury goods when exposed to the proliferation of counterfeits in a social context, i.e. when they notice others wearing counterfeits or what they suspect to be counterfeits. With the help of qualitative interviews, we analyse how the owners of genuine luxury items draw conclusions about whether items are real or fake (authenticity evaluation) and what negative reactions (brand change, anticipation of doubts) or neutral or positive reactions (indifference, downward social comparison) they have towards the original luxury brands when they see people wearing counterfeits in public.

Keywords: Social Context, Counterfeits, Authenticity

Preserving Brand Luxury Online? An Examination of Luxury Homepage Design Philipp Nikolaus Kluge, WHU - Otto Beisheim School of Management Martin Fassnacht, WHU - Otto Beisheim School of Management Alexander Stich, WHU - Otto Beisheim School of Management Jerome Alexander Königsfeld, WHU - Otto Beisheim School of Management Ferdinand Mitschke, WHU - Otto Beisheim School of Management

Balancing exclusiveness against ubiquity represents the key challenge in a luxury brand’s online strategy. Recently, it has become inevitable for luxury brands to operate a branded website. However, it stays unclear how a website should be designed to evoke actual perceptions of luxury. This research question is investigated by means of two empirical studies: First, notable differences between conventional and luxury homepage designs are detected. Second, the effects of homepage design on perceived brand luxury are revealed. Experimental results indicate that a luxury-specific homepage design does indeed evoke higher perceptions of luxury than a conventional homepage design.

Keywords: Luxury, Brand, Homepage

Brand Credibility in Fashion Co-Branding: Development of Propositions for Cross-Cultural Research between the U.S. and China Jaehee Jung, University of Delaware

EMAC Conference A co-branding strategy has been increasingly popular among fashion brand companies, nd

42 especially between fast fashion (e.g., H&M, Zara) and designer fashion brands. Considering

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the importance of brands in the globalization of marketing activities, there is a pressing need to address whether existing frameworks in brand credibility are applicable to explain consumer behavior outside Western countries and/or cultures. The present study reviewed possible relationships among cultural variables, brand credibility and consumer brand purchase intention of fast fashion co-brands across the U.S. and China, and developed propositions for empirical research. A theoretical model is proposed to be tested across the two countries.

Keywords: Co-Branding, Fast-Fashion, Brand Credibility

An Empirical Investigation of Relevant Benefits in the Context of Professional Sport Teams - “Benefits of Sport Teams-Model“ (BOST- Model) Michael Schade, University of Bremen Christopher Kanitz, University of Bremen Christoph Burmann, University of Bremen

The aim of professional sport teams is to create a strong brand, which influences the behavior of external target groups independent of sportive success. Brand benefits are essential for the success of a band. Up to now, there is no comprehensive model existing to analyze relevant benefits of professional sport teams. The aim of this paper is to develop and empirically validate a comprehensive model of relevant brand benefits of professional sport teams: “Benefits of Sport Teams-Model” (BoST-Model). 2,767 participants from three different German sports were investigated in order to empirically validate the BoST-model. The results show, that the “identification with the team” and “demonstration of identification with a city or region” are the most relevant benefits. Based on the results of the present study, practical implications for the positioning of professional sport team brands will be given.

Keywords: Branding, Sport, Benefits EMAC Conference nd 42

283 09:00 - 10:30 Thursday, 6 June 2013

Session 16.05 Retailing, Channel Management and Logistics

Session Title: Multichannel Marketing Room: D404 Session Chair: Gregory Bressolles, Bordeaux Business School

E-Fulfillment Systems in Multi-Channel Retailing: Customer Expectations and Economic Performance Gregory Bressolles, Bordeaux Business School Gerald Lang, BEM - Bordeaux Management School

Store-based retailers are increasingly opening additional online sales channel and formerly pure online retailers are opening stores or pick-up points. In this article, four e-fulfillment systems are identified according to the locus of order preparation and the forms of delivery to the customer. These e-fulfillment systems have to satisfy customer expectation as well as economic performance, likely to lead to a trade-off for the retailer. Based on a literature review in marketing and in supply chain management, five economic performance and four customer expectation indicators are identified. The differences between the four e-fulfillment systems based on these indicators are examined from a theoretical and an empirical point of view relying on eight semi- structured interviews with managers of French retail companies.

Keywords: Multi-Channel, Retail, E-Fulfillment

Understanding the Brand Equity of Multichannel Retailers Sebastian Rittinger, Saarland University Hanna Schramm-Klein, University of Siegen Joachim Zentes, Saarland University

Multichannel retailing and retail branding constitute two major topics in retailing research. However, few studies have investigated retail branding strategies of multichannel retailers. Drawing on cross-national data from “brick and click” customers of three fast-fashion retailers EMAC Conference

nd in France (n=277), Germany (n=271) and the United Kingdom (n=282), we analyze the 42

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antecedents and consequences of the brand equity creation of multichannel retailers. We show that physical store image is the main driver of brand equity and, consistent with extant findings on brick and mortar retailers, that a strong retail brand leads to higher brand loyalty. These effects are consistent across countries.

Keywords: Branding, Image, Multichannel

Analysing Customer Behaviour in Multi Channel Retailing across the Purchase Process Using a Multi-State Markov-Model Sascha Steinmann, University of Siegen Gunnar Mau, University of Regensburg Hanna Schramm-Klein, University of Siegen Guenter Silberer, Georg-August-University Goettingen Dirk Morschett, University of Fribourg

We used a Multi-State Markov-Model to examine customer behaviour in multi channel retailing by analysing the transitions between successive customer contacts in the multidimensional sequence of the customer contacts (dimension 1), their functions (dimension 2) and importance (dimension 3) across the purchase process. Special interest is paid to horizontal effects of the sequencing and vertical effects of the functions and importance of a customer contact on the transitions in the multidimensional contact sequence (MCCS). Hence, if a contact in the contact sequence is known, one can predict which contact will be realized next by that customer. Such insights will contribute to an approach towards an optimal multi channel mix and a successful CRM.

Keywords: Customer Behaviour, Multi Channel Retailing, Markov-Model EMAC Conference nd 42

285 09:00 - 10:30 Thursday, 6 June 2013

Session 18.05 Services Marketing

Session Title: Employee-Customer Relationships Room: D203 Session Chair: Kemefasu Ifie, Wales University

Customer Satisfaction and Employee Satisfaction: A Conceptual Model and Research Propositions Kemefasu Ifie, Wales University

The marketing literature reflects remarkably little effort to develop a framework for understanding how customer responses to service affect the work attitudes of employees. In particular, very little is known about the influence of customer satisfaction on the individual employee’s work satisfaction. The authors synthesize extant knowledge on the subject and provide a foundation for future research by developing research propositions, and constructing a framework for understanding how customer satisfaction influences employee satisfaction. They draw on the limited sources in the literature as well as on interviews with customer-contact employees to develop these propositions. Managerial implications of this research are also discussed.

Keywords: Customer, Satisfaction, Employee

Do Mystery Callers Really Represent Customers? Janny C. Hoekstra, University of Groningen Annette Ammeraal, University of Groningen Peter Leeflang, University of Groningen; LUISS Guido Carli, Italy and Aston Business School

Mystery calling is a specific form of mystery shopping that is often applied for evaluating customer contact services. Using data from both customers and mystery callers (MCs), we study the validity of MC data for evaluating customer-related performance measures. Controlling for characteristics of the call, we find no bias in MC’s evaluations of satisfaction and gratitude, and less positive word of mouth. Furthermore, we find that MC’s evaluations are more positive if s/ EMAC Conference

nd he is a customer and in case of longer calls. More experienced MCs evaluate less positive. We 42

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recommend regular refreshment of the composition of the group of MCs.

Keywords: Mystery Calling, Data Validity, Customer Contact Center

Relationship Fading in Business-to-Consumer Context Joanna Pokorska, Aston University, Aston Business School Andrew Farrell, Aston University Heiner Evanschitzky, Aston University Kishore Pillai, Aston University

The objective of this paper is to explain the phenomenon of relationship fading in a business- to-consumer (B2C) context and to identify the key antecedents and drivers in this process. Fading relates to a gradual decline in consumers’ willingness to continue a relationship with a company. Therefore it may help to elucidate the ‘unexplained’ relationship dissolution and customer defection. Led by an assumption that a relationship between a consumer and a brand is like the one between individuals, the paper proposes that the trajectory of relationship fading reflects disaffection processes similar to the ones suggested in marital and romantic relationships between individuals. Stages of the fading process and their characteristics are presented. Academic and practical implications are subsequently presented.

Keywords: Fading, Relationship, Trajectory

Human Dominant Knowledge Sharing Practices in Small Scale Service Firms Anne Broderick, De Montfort University, School of Business

This paper articulates a human-dominant perspective on knowledge sharing and explores the nature of expertise and knowledge sharing in a small scale service role – that of estate agency. Initially differentiating systematic models that characterize much existing KM (Knowledge Management) from more embodied knowledge processes in SMEs, a conceptualization is proposed that identifies propensities in knowledge sharing pertinent to small scale services. Findings from thirty seven in-depth interviews with UK estate agents demonstrate how human- dominant patterns of knowledge development exist in agency practice, how role competence is

filtered by individual temperament and how expertise derives from an emergent knowledge base. EMAC Conference nd 42 Keywords: Service, Human-Dominant, Knowledge 287 09:00 - 10:30 Thursday, 6 June 2013

Session 19.05 Social Responsibility, Ethics and Consumer Protection

Session Title: Ethics and Product Evaluations Room: D503 Session Chair: Onur Bodur, Concordia University

Investigating Contribution of Ethical Attributes to Product Evaluations Onur Bodur, Concordia University Ting Gao, Concordia University Bianca Grohmann, Concordia University

This study demonstrates that ethical attributes may have functional benefits as well as symbolic benefits. More importantly, when the ethical attribute benefit is congruent with the product category benefit, ethical attributes can improve product evaluations. In addition, products with a higher degree of physical contact with consumers are affected more positively from the benefit congruence of ethical attributes. A further investigation suggests that for products with lower degree of physical contact, the benefit congruence of ethical attributes still has a positive impact, but not for those consumers who rely on price to infer quality.

Keywords: Corporate Social Responsibility, Ethical Attribute, Contagion Effect

A Second Look at the Ethical Product – A Conceptual Extension of the Ethical Product Matrix Katja H. Brunk, European School of Management and Technology

Today more than ever, companies are concerned about their ethical image and that of their brands. The following conceptual article draws upon recent empirical findings on the formation of consumer perceived ethicality (CPE) and extends Crane’s (2001) “ethics as augmentation” conceptualization by adding two highly relevant dimensions to the ethical product framework: locus of control (internal vs. external) and route of content transfer (direct vs. indirect), distinctions that have very important implications for managing ethical perceptions, brand EMAC Conference

nd images and overall corporate reputations. 42 Keywords: Consumer Perceived Ethicality (cpe), Ethical Augmentation, CSR 288 Thursday, 6 June 2013 09:00 - 10:30

The Effect of Unethical and Ethical Corporate Behaviours on Consumer Decision to Support Social Cause Organizations: The Role of Moral Emotions and Individual Differences Chunyan Xie, Stord, Haugesund University College Richard P. Bagozzi, University of Michigan Kjell Grønhaug, Norwegian School of Economics

We investigate the mediating role of moral emotions and their contingency on individual characteristics between corporate ethical/unethical actions and consumer support to social cause organizations (SCOs). We conducted two between subjects experiments to test our hypotheses on a sample of adult consumers. The results show that important individual characteristics (social justice values, moral identity) moderate the elicitation of negative moral emotions (contempt, anger, disgust), which lead to consumer support for SCOs. Further, social justice values moderate elicitation of gratitude, which impacts consumer support for SCOs too. This study adds to extant CSR research by examining a new psychological mechanism (the moral emotional process and its contingency) under-lying an understudied consumer reaction toward CSR initiatives, support for SCOs.

Keywords: Corporate Social Responsibility, Support For Social Cause Organizations, Moral Emotions

Because it Looks Right! The Influence of Ethical Certification Marks on Consumers´ Evaluation of Product Packages Vera Herédia Colaço, New University of Lisbon Rita Coelho Do Vale, Catolica Lisbon - School of Business and Economics

Imagine a consumer walking down the aisle of chocolates in a supermarket. This customer suddenly realizes that some packages have a small green and blue circle labeling the product as Fair Trade (FT). To what extent will this mark influence the consumer´s decision? Across two studies we show that, in low FT-knowledge markets consumers seldom pay attention to FT marks (Study 1, N=159) but, once the level of FT-knowledge increases to moderate levels, including a FT mark on a high familiarity brand package lowers consumers´ product evaluations, both from a quality and ethicality perspective (Study 2, N=465).

Keywords: Consumer Behaviour, Decision-Making, Ethicality EMAC Conference nd 42

289 11:00 - 12:30 Thursday, 6 June 2013

THURSDAY - 11:00 - 12:30

Session 01.08 Advertising, Promotion and Marketing Communications

Session Title: Celebrity Endorsement & Source Effect Room: D201 Session Chair: Li-Wei Mai, University of Westminster

The Effects of Media Exposure on the Levels of Body Dissatisfaction and Muscle Dysmorphia in Men Li-Wei Mai, University of Westminster Alireza Bajelan, University of Westminster Jaafar El-Murad, University of Westminster

In the same way that the portrayal of idealised female body images in advertising and media has had a harmful effect on women, there is an increasing concern about men’s exposure to the male version of this type of image. This study indicates that there is a significant correlation between the level of exposure to male directed magazines and the ideal muscular image of men in the minds of the sample as well as correlation with body dissatisfaction and muscle dysmorphic behaviour. In contrast, the exposure to TV does not indicate a relationship with dysmorphic behaviour. This research draws advertisers’ attention to their social responsibilities to promote the movement towards the use of realistic body images in marketing communications.

Keywords: Body Image, Media Exposure, Body Dysmorphia EMAC Conference nd 42

290 Thursday, 6 June 2013 11:00 - 12:30

Credibility of a “Real Person” Endorser and Advertising Effectiveness Juha Munnukka, University of Jyväskylä Hanna Toivonen, Jyväskylä University School of Business and Economics Outi Uusitalo, Jyväskylä University School of Business and Economics

Advertisers use various tactics to influence consumer purchases and to create positive associations with their brands. Currently, a popular approach is the use of real people as endorsers. This quantitative research explores the credibility of a real person endorser and the effect a credible endorser can have on the attitude toward the advertisement and the brand. The results show that the credibility of a real person endorser is constructed from trustworthiness, expertise, similarity, and attractiveness dimensions, which positively affect the attitude toward the advert and the brand. The product involvement and product use experience have significant moderating effects.

Keywords: Advertising Effectiveness, Endorser Credibility, Real Person Endorser

“It Hurts, but I Don’t Mind!”: The Positive Effect of Negative Emotions Elicited by Idealized Media Models on Attitude toward the Brand Sylvie Borau, Toulouse I University of Social Sciences

The use of idealized models in advertising has been a current topic of debate in the last years – from ethical and managerial standpoints. In this paper, we analyse both the impact of idealized and non-idealized models on negative emotions elicited by the models and on advertising efficacy. We also investigate the relationship between negative affect and advertising persuasion variables. The results of a research conducted among 400 women indicated that the ad picturing an idealized model elicits more negative emotions and performs worse in terms of Aad. Surprisingly, results also revealed that negative emotions elicited by the idealized model had no impact on Aad and a positive effect on Ab. The moderating roles of Body Mass Index and body comparison tendency with models were examined.

Keywords: Idealized Models, Negative Emotions, Advertising Persuasion Process EMAC Conference nd 42

291 11:00 - 12:30 Thursday, 6 June 2013

Effective Incentives for Buzz Marketing: How Moral Concern Moderates the Willingness to Engage as Buzz Agents Katharina Hutter, Dresden University of Technology Robert Mai, Dresden Technical University

Buzz marketing is becoming a more and more relevant topic. Yet, most research is descriptive and does not provide insights into the underlying mechanisms. To overcome this void, the paper provides a causal model of buzz marketing focusing on the motives of potential buzz agents and their effects on the intention to engage in such marketing activities. The results of a survey with 129 young consumers show that the intention to participate is driven by intrinsic as well as extrinsic motives. Still, there is an incremental influence of extrinsic motives. Additionally, the effect of intrinsic motives is moderated by moral concern. Implication for further research and practitioners are given.

Keywords: Buzz-Marketing, Moral-Concern, Pls

Session 02.06 Business-to-Business Marketing and Networks

Session Title: Analyzing Markets and Relationships Room: D303 Session Chair: Thomas Ritter, Copenhagen Business School

Launching a Market Innovation in a Business Market Thomas Ritter, Copenhagen Business School Jens Geersbro, Copenhagen Business School

This paper addresses market innovations, i.e. significant changes in the market, which has received increasingly attention, yet missing clear definitions and discussions of antecedents and consequences. We define market innovation as the degree of changes in both, interactions with customers and exchange with customers. Based on theoretical discussions and a case study, the EMAC Conference

nd process of identifying, developing and launching a market innovation is analyzed and antecedents 42 of this process are discussed. Furthermore, three different moderators for the market innovation 292 Thursday, 6 June 2013 11:00 - 12:30

– firm performance relationship are discussed. A conceptual model is developed and results from a case study are presented.

Keywords: Innovation, Market Orientation, Distruption

Resuming Terminated Relationships: The Impact of Relationship Remains Mikael Gidhagen, Uppsala University Virpi Havila, Uppsala University

Business relationships have long been a focus in research, and there are also streams of research investigating relationship initiating and ending processes. However, few studies are made on relationship aftermath. Therefore, the purpose of this paper is to empirically and methodologically elaborate on the issue of relationship remains that may influence the resumption of a former relationship. As an illustration, the findings from a case study are used. A tentative framework for analysing the impact of relationship remains on resumed relationships is presented, and the findings indicate that however vague, remains may be substantially influential to resuming a relationship.

Keywords: Relationships, Remains, Resuming EMAC Conference nd 42

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Session 03.08 Consumer Behaviour

Session Title: Sustaining Sustainability 2: Disposition, Sharing, and Pro-social Behaviors Room: D103 Session Chair: Zeynep Arsel, Concordia University

Making Someone Else’s Object One’s Own: the Matter of Second-Hand Item Appropriation Aurelie Dehling, Ecole Des Hautes Etudes En Sciences Sociales (EHESS) Eric Vernette, IAE Toulouse

Subsequent to works dealing with the triggers and obstacles inherent to the consumption of second-hand items, this article presents Grounded Theory-type research meant to reveal new theoretical perspectives. Beyond the habitually identified obstacles and their respective incidences, this research study focuses on their cumulative effects by invoking the concept of appropriation. Based on the exploration of 19 second-hand object categories, our results reveal that, baffled by a more complex appropriation process, second-hand object consumers undertake a purification ritual prior to implementing specific appropriative strategies (denial, transformation,omnipotence and resurrection). These patterns vary according to the second- handobject category in question.

Keywords: Second-Hand Purchase, Appropriation, CCT

Segmenting the Market for Sharing Businesses Katharina Hellwig, HEC Lausanne University Felicitas Morhart, HEC Lausanne University Florent Girardin, HEC Lausanne University Mirjam Hauser, Gottlieb Duttweiler Institute

Sharing instead of buying is regaining traction among today’s consumers. Nevertheless, no attempt has been made so far to identify potential consumer segments in the market for sharing. EMAC Conference

nd This study aims at categorizing segments of sharing consumers to facilitate targeting and serving 42 this market of growing economic relevance. By means of an exploratory qualitative study and a 294 Thursday, 6 June 2013 11:00 - 12:30

survey with a representative sample of 1121 Swiss-German and German consumers, we identify a set of dispositional, motivational, psycho-social, and behavioral variables that distinguishes individuals with regard to their approach to sharing behavior. The study reveals four clusters of sharing consumers: sharing idealists, sharing opponents, sharing pragmatists and normative sharers.

Keywords: Sharing, Cluster Analysis, Mixed Method Design

Session 03.09 Consumer Behaviour

Session Title: ‘Let Food Be thy Medicine’: Consuming Healthy Food Room: D102 Session Chair: Martin Liu, Nottingham University

Consumers’ Healthiness Images Inferred From Food Products: Moving beyond the Healthy vs. Unhealthy Dichotomy Petteri Puska, University of Vaasa Harri Luomala, University of Vaasa, EPANET

Past food-related consumer research has treated the healthiness image of products as a continuum with two endpoints: healthy vs. unhealthy. This study complements this traditional view by suggesting that food products can carry also qualitatively different healthiness images. Moreover, it offers a novel conceptual model for understanding how consumers form these images and first empirical evidence for the phenomenon. By adopting insights from the means-end and health-related motive orientation theories, it was found, for example, that the consumption of fiber enriched pie dough signaled healthiness image dimensions of physical well-being, outward appearance and energy for older consumers, but emotional well-being and social responsibility dimensions for younger consumers. Implications and future research suggestions are briefly outlined. EMAC Conference

Keywords: Food, Healthiness, Health nd 42

295 11:00 - 12:30 Thursday, 6 June 2013

Exploring the Effects of Familiarity with Retail Environments on Consumers’ Brand Search and Choice Selin Atalay, HEC Paris Yi Li, HEC Paris

This study explores the impact of retail assortment organization on consumers’ fluency experience in brand choice and decision-making. Fluency is related to the information search process and evaluation of brands and products. An eye-tracking experiment explored the link between fluency, assortment organization and brand choice. When the assortment organization was unfamiliar thus disfluent, individuals perceived larger variety within the assortment as captured by the range of willingness to pay for the various brands. Eye-tracking data showed that attention allocation and effort differed across different types of assortment organization. Brand evaluation, attention and assortment organization all contributed to predicting brand choice.

Keywords: Eye-Tracking Study, Familiarity/fluency/disfluency, Assortment Organization

Healthy Food Products at the Point of Purchase: An In-Store Experimental Analysis Didrik Gunnarsson, Harstad University College Valdimar Sigurdsson, Reykjavik University Nils Magne Larsen, Harstad University College

Research in marketing has shown that most consumers want to increase their consumption of so-called healthy food and decrease their unhealthy choices. In line with this, and the fact that most retail purchase decisions are made in the store, prior research has tested in-store marketing of both kinds of products (healthy and unhealthy) but with contradicting and unsatisfactory results from a health perspective. To explore this further, an in-store experimental analysis was performed involving a quite different healthy food product than those used in earlier research. In our in-store experiment we manipulated placements of dried fish since such healthy snacks products are popular among consumers but still do not enjoy that much sales. The results confirm that a high accidental consumer exposure within the retailing environment also can be effective for healthy food products. EMAC Conference nd

42 Keywords: In-Store Experiment, Placements, Healthy Food Choice

296 Thursday, 6 June 2013 11:00 - 12:30

Hierarchical Bayes Approach for Analyzing The Impact of Labeling on the Country of Origin Effect Katrin Zulauf, University of Kassel Axel Wolfram Oswald, University of Kassel Ralf Wagner, University of Kassel

Country of Origin (COO) has been analyzed thoroughly in recent decades (e.g., Roth & Romeo, 1992). However, former studies do not examine country image in terms of involvement and ecological attitudes. The authors use a hierarchical Bayes random-effects model and apply it to a conjoint study focusing on COO, price, fair trade and organic labeling. Empirical data show a strong relation of the country image and the evaluation of the individual products. Results demonstrate that negative effects with regard to the country image can be reduced by positively associated attributes such as fair trade or organic labeling.

Keywords: Hierarchical Bayes Random-Effects Model, COO, Labeling

Session 04.06 Innovation and New Product Development

Session Title: Co-Creation III Room: D302 Session Chair: Selime Sezgin, Bilgi University

Knowledge Integration across the Knowledge Creation (KC) Phases for Discontinuous Innovations Hammad Akbar, King Abdul Aziz University Nikolaos Tzokas, University of East Anglia

Organisational knowledge creation (OKC) has been approached as involving an emergent and self-organizing process of knowledge integration. Yet we know little on the dynamic patterns EMAC Conference of knowledge integration across the OKC phases, especially in the context of discontinuous nd innovations. This empirical paper focuses on new knowledge progressing along its inception, 42 297 11:00 - 12:30 Thursday, 6 June 2013

development and crystallisation phases, and examines how knowledge is integrated along these phases. Our contribution is an OKC-based knowledge integration framework for discontinuous innovations which elucidates three unique patterns related to the evolving character of shared meaning, the self-organizing nature of interactions and the evolving nature of knowledge integration.

Keywords: Knowledge, Integration, Innovations

Crowdsourcing Social Innovation Thomas Kohler, Hawaii Pacific University Katja Hutter, University of Innsbruck Johann Fueller, University of Innsbruck

The successful development of open source software projects, information goods and even physical products provides an alternative model for organizing for innovation. While organizations increasingly employ crowdsourcing for successful commercial innovations, recent examples indicate that a bottom up, decentralized and open innovation process is also beneficial to create social innovation. In this article we explore the opportunities crowdsourcing offers for generating social innovation and we investigate how and under which conditions crowdsourcing platforms can be applied to the social context. An analysis of multiple case studies pinpoints design principles for the effective implementation of crowdsourcing initiatives that result in social innovations.

Keywords: Crowdsourcing, Social Innovation, Innovation Communities

They Say, They Care… How Firms Handle Ideas and Suggestions Submitted by Customers Kathrin Urban, Technical University of Berlin Katrin Talke, Technical University of Berlin

Innovation literature largely suggests that firms are generally interested in customers’ innovation potential. By investigating how firms deal with customer inquiries, we chal-lenge this suggestion. Based on a study with 205 firms, we observe that firms largely ig-nore customer-initiated contact

EMAC Conference (CIC) or handle it unprofessionally. Since we find that an unprofessional management of CIC nd

42 negatively affects customers’ perception of the firm, this result is rather alarming. Given that

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most firms neither are willing nor able to work with every customer idea, managing CIC in a professional fashion seems crucial.

Keywords: Customer Innovation Potential, Customer-Initiated Contact (CIC), User Integration

Session 05.06 International and Cross-Cultural Marketing

Session Title: Globalization Issues Room: D202 Session Chair: Patrick De Pelsmacker, University of Antwerp and Ghent University

Cultural Power Distance and Global versus Local Advertising Effects: A Cross Cultural Investigation in Iran, India and Belgium Mahdi Rajabi, University of Antwerp Nathalie Dens, University of Antwerp Patrick De Pelsmacker, University of Antwerp and Ghent University

In a cross cultural experiment, we study the moderating role of cultural power distance, measured at the individual level, on the effects of different advertising strategies (globalization, localization and glocalization) on consumer responses (attitude towards the ad, the brand and purchase intention) in Belgium, Iran and India. Advertising strategies are operationalized in terms of the type of celebrity (local celebrity and global celebrity) and the type of verbal elements (local verbal elements and global verbal elements). Results show that responses of individuals with high cultural power distance are more positive towards a localization (adapted ads) or a glocalization (semi adapted ads) strategy than towards a globalization strategy (standardized ads), while responses of individuals with low cultural power distance do not differ between these strategies.

Keywords: Cultural Power Distance, Standardization, Adaptation EMAC Conference nd 42

299 11:00 - 12:30 Thursday, 6 June 2013

Glolocalising: How Important are Country Related Connections in Pictures and Slogans for COO Products in Print Advertisements? Irene T.M. Roozen, KU Leuven

This paper investigates the effectiveness of the use of country-of-origin (COO) connections. We evaluate if marketeers can benefit from focusing on COO-connections in the slogans used and/or in the ‘visualization’ of the ad by adding pictures of the country concerned. Based on a 4x2x2 between subject design, we have analysed the impact on the Aad, Ab, attitude towards the quality of the product and on PI. We have carried out a pre-test to select COO pictures and slogans. The research results of our empirical study suggest that COO visualization can be significantly effective. However, contrary to the existing literature, we do not find significantly better scores for COO (language) slogans used in ads. We also find some preliminary indications that visual stimuli might ‘crowd out’ linguistic COO claims. In conclusion, our results suggest that marketeers should take visual COO associations into account in designing print ads of products with a strong COO connection.

Keywords: Country-Of-Origin, Slogan, Local Language

Local or Global Warming? Cosmopolitan Orientation and Environmental Behavior Petra Riefler, Vienna University Amir Grinstein, Ben Gurion University of the Negev and VU Amsterdam

This paper joins two contemporary marketing research areas, namely consumers’ cosmopolitan orientation and environmental marketing. Specifically, it investigates the role of a cosmopolitan orientation for the effectiveness of locally- versus globally-framed environmental messages. Against construal level theory and attribute substitution theory, the paper shows that the use of local contexts is not per se more effective in inducing environmental-friendly behavior. Two complementary experiments using consumer samples in two countries, demonstrate that the target audience’s degree of cosmopolitan orientation is a central boundary condition under which either locally- or globally-framed environmental messages can be effective.

Keywords: Cosmopolitanism, Sustainability, Framing EMAC Conference nd 42

300 Thursday, 6 June 2013 11:00 - 12:30

Consumer Responses to ‘global’ and ‘local’ Brand Designations: An Experimental Investigation Christina Sichtmann, Vienna University Adamantios Diamantopoulos, Vienna University

This paper focuses on the designation of a brand as global or local and its influence on con- sumers’ brand attitudes and purchase intentions. An experimental study is presented that seeks to isolate the effect of a brand’s global/local designation on consumer responses. Results provide no evidence that consumers consistently prefer global brands over local brands. Moreover, for hedonic products, designating a brand as local may even have a negative impact on brand attitudes and purchase intentions as compared to a situation where no information as to the brand’s globalness/localness is provided. Thus isolated information as to whether a brand is global or local does not seem to influence consumer responses as strongly as previous (non- experimental) literature suggests.

Keywords: Global Brands, Local Brands, Experiment

Session 06.02 Marketing in Emerging and Transition Economies

Session Title: Innovation Led Growth in Emerging Markets Room: D304 Session Chair: Carlos M.P. Sousa, Durham University Business School

Loyalty and Growth for Cars in China: A Two-Purchase Analysis of Dynamics Dag Bennett, London South Bank University

Marketers are often exhorted to grow their brands through increased loyalty. To investigate this proposition, we report on an extension of the two-purchase analysis technique to a dynamic category of infrequently bought goods, new cars in China. This analysis captures market structure EMAC Conference very well, and reveals that brand-share growth comes not from unusually high loyalty but from nd 42

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first time customers attracted to large brands in line with the Duplication of Purchase law. The implication of this new finding is that growth in dynamic markets requires both customer retentions strategies and customer acquisition strategies.

Keywords: Brands, Growth, Dynamics

Organizational Learning and Innovations: A Study of High-Tech Firms in China Xiaoyun Chen, University of Macau May Wang, United International College (UIC), Beijing Normal University and Hong Kong Baptist University

This study investigates how learning from other firms facilitates innovations in high-tech firms in China, an important transitional economy. Drawing insights from organizational learning theory, I classify learning into technological and administrative types and examine their differential impacts on innovation. Survey results from 171 firms show that though both technological and administrative learning contribute to innovations, their effects differ. Technological learning has a concave upward-curved relationship with incremental innovation and a linear relationship with radical innovation, whereas administrative learning does not affect incremental innovation but has an inverted U-shaped relationship with radical innovation. In addition, a firm’s knowledge base differentially moderates the relationships between learning types and radical innovation.

Keywords: Organizational Learning, China, Innovation

The Effects of Radical Firm Innovativeness, Managerial Ties and Entrepreneurial Orientation on Firm Performance Nathaniel Boso, Leeds University Business School Milena Micevski, Loughborough University Selma Kadic-Maglajlic, University of Sarajevo

Using primary data from 164 Ghanaian and 117 Bosnia and Herzegovinian (BH) exporting firms, we find that radical innovativeness is positively related to performance. Specifically, in Ghana, the radical innovativeness-performance linkage is more positive when political ties and EMAC Conference nd 42

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entrepreneurial orientation are both high and is negative when business ties and entrepreneurial orientation are both high. In BH, radical innovativeness is more positively related to performance when political ties, business ties and entrepreneurial orientation are all high. This implies that firms that seek fit between radical innovativeness, political ties, business ties, and entrepreneurial orientation generate superior performance.

Keywords: Radical Firm Innovativeness, Managerial Ties, Entrepreneurial Orientation

Session 07.02 Marketing of Public and Non-Profit Organisations

Session Title: Charities and Fundraising Room: D305 Session Chair: Javier Palacios Fenech, Adolfo Ibáñez University

Do Prosocials Compensate or Punish Independent Fundraisers? The Role of Joint Outcomes and Equality in Outcomes Javier Palacios Fenech, Adolfo Ibáñez University Joaquin Ramírez Venegas, Adolfo Ibáñez University

Two studies are used to investigate donors’ reactions facing a decision in front of a fundraising agreement. In this agreement, the donor has to decide how to split his or her donation between an NGO and a fundraiser. This decision raises a social dilemma. In the first study, we show that the majority of donors tend to split their donation with a fundraiser only if their potential for earning money also increases. In the second study, we run a field experiment that shows that prosocial joint maximers are more willing to split their donation with a fundraiser than prosocial inequity averse individuals.

Keywords: Donations, Fundraising, Social Value Orientation EMAC Conference nd 42

303 11:00 - 12:30 Thursday, 6 June 2013

Age and Affect-Based Persuasion: A Study of Age Differences in Responsiveness to Shocking Charities’ Campaigns Jeanne Albouy, ESC - PAU Groupe Ecole Supérieure De Commerce De Pau

This paper explores the age differences in responsiveness to shocking charities’ campaigns. Two age segments (young adults and seniors) represent a significant potential for fundraising but literature do not provide insights on this issue. Based on a quantitative experiment, our results show that (1) within various emotional degree of ad (low, medium and high), the persuasive effect of charities’ appeals remains very close between older and younger participants, except regarding the intention to give when the ad is more emotional; (2) there is no significant difference in the intensity of negative affect elicited by the ad but the empathetic reaction is higher among older participants than among younger one; (3) the respective explanatory power of negative affect and empathy varies among young adults and seniors.

Keywords: Charities’ Campaigns, Age-Related Differences, Emotions

Say What You Want – Applying the Anchoring Technique to Major Gift Fundraising Melanie Katrin Preuss, Potsdam University Uta Herbst, Potsdam University Birte Christina Kemmerling, Potsdam University

An increasing amount of studies is analyzing techniques and strategies to enhance fund- raising performance. In this context, the anchoring technique has proved to be a suc-cessful instrument for fundraising dealing with rather small donations (i.e. small donation fundraising). As anchoring has not yet been investigated in the context of major gift fundraising, the present study analyzes whether and under what conditions the anchor-ing technique can also positively impact fundraising performance in this area. By apply-ing the anchoring technique as used in negotiation research our results show that an-choring is also a promising strategy in major gift fundraising that can even be enhanced by involving the donor in the utilization of the donation.

Keywords: Anchoring, Major Gift Fundraising Performance, Negotiation EMAC Conference nd 42

304 Thursday, 6 June 2013 11:00 - 12:30

Explaining the Processes Behind Identifiability and Magnitude Effects on Charitable Giving Stephan Dickert, Vienna University of Economics and Business Janet Kleber, University of Vienna Daniel Västfjäll, Linköping University

As non-profit organizations are often dependent on private donations, it is important to understand when and why people are willing give to charity. In the current manuscript we present a study designed to elucidate the roles of affect and perceived impact of a donation as underlying motivators of charitable giving. We postulate a model that incorporates both explanations and shows under what conditions donation amounts are dependent on feelings and when they are dependent on more cognitive considerations. Results indicate that the effect of victim identifiability operates through feelings while magnitude effects are related to impact judgments.

Keywords: Donations, Identifiability, Singularity

Session 09.02 Marketing Strategy and Leadership

Session Title: Managers as Decision Makers Room: D402 Session Chair: George Balabanis, Cass Business School, City University

Marketing Managers’ Mental Representations of Leadership Effectiveness: A Cross-Functional Perspective Felix Weispfenning, Coburg FH Isabell Kreppelt, Coburg FH Selina Bergmann, Coburg FH Benjamin Ferlau, Coburg FH Michael Jurisch, Coburg FH EMAC Conference nd

Marketing managers face a specific environment which requires specific leadership behavior in 42

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order to adapt firm’s marketing resources to external challenges. When selecting their leadership behavior, marketing managers use knowledge frameworks that reflect experience in a specific environment (= mental representation). Following a functional perspective, this study explores mental representations of effective leadership of marketing and non-marketing managers. Cross-functional comparisons show significant differences in terms of managers’ perceptions on effective leadership behavior. Empirical results show that leaders from different functions select the same leadership behavior for achieving different objectives. In addition, the results of this study show that leaders from different functions select different leadership behaviors for achieving the same objective.

Keywords: Leadership, Mental, Representations

Higher, Faster, Further: The Effect of Regulatory Focus and Social Influence on Overconfidence in Strategic Marketing Decisions Benjamin Berghaus, University of St. Gallen Peter Mathias Fischer, University of St. Gallen Sven Reinecke, University of St. Gallen

Trying to arrive at optimal decisions, firms increasingly value the opinion of decision teams rather than relying on a single person. A quasi-experimental study based on a market entry game, however, indicates that strategic marketing decisions based on dyads can be even more biased. More concretely, by combining regulatory focus theory and literature on social influence, the authors show that individuals having a high promotion focus tend to take abnormal risks and that this tendency is largely amplified if strategic marketing decisions are made jointly with a similar counterpart. Implications for group compositions and effective social decision making are derived.

Keywords: Decision Making, Marketing Strategy, Management Behavior EMAC Conference nd 42

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Strategic Change and Adaptiveness: An Empirical Study of Intended and Realised Marketing Strategies Simos Chari, Leeds University Business School Constantine Katsikeas, Leeds University Business School George Balabanis, CASS Business School, City University

Notwithstanding the growing literature on strategy making, limited attention has been given to the formulation process of marketing strategies. Our conceptualization emphasizes on the strategic paradigm of intended and realized strategies and within a framework of antecedents and consequences, we examine the role of market uncertainty on marketing strategy making (MSM). An empirical study conducted among 215 UK manufacturing firms, reveals that market uncertainty components (i.e., dynamism and complexity) influences the formulation of intended marketing plans. Furthermore, the data support that market dynamism controls the association between intended and realized marketing strategies. Finally, the study examined the mediating role of organizational adaptiveness on organizational performance.

Keywords: Strategic Change, Adaptiveness, Marketing Strategy

Session 11.02 Modelling and Forecasting

Session Title: Modelling II Room: D501 Session Chair: Burç Ülengin, İstanbul Technical University

The Role of Price Expectations in the Impact of Price Promotions Alexandra Szczepanski, Goettingen University Yasemin Boztuğ, Georg-August-University Goettingen

The pricing of frequently purchased goods is one of the main challenges faced by managers. Consumers, confronted with regular price promotions, form price expectations and adapt to certain pricing schedules. We adopt a dynamic discrete choice model of consumer demand with EMAC Conference forward-looking consumers who form expectations of future price developments of products. nd On each purchase occasion the consumer trades off buying a product or waiting for a better 42 deal in the future based on the current and expected future utilities of purchasing this product. The aim of this study is to shed some light on how the price expectation formulation affects 307 11:00 - 12:30 Thursday, 6 June 2013

the impact of price promotions. Given the importance of future price expectations, we simulate models with different formulations of consumers price expectations. Additionally, we offer several behavioral explanations on how consumers form price expectations. Keywords: Price Expectations, Consumer Demand, Dynamic Discrete Choice Models

Exposure versus Engagement: How Social Media Use Drives Repurchase and E-Wom Koen Pauwels, Özyeğin University Selin Erguncu, Koç University

A key challenge to any business is to retain customers and to encourage them to spread positive word-of-mouth (WOM) and thus help acquire new customers. Electronic WOM (social media and product reviews) offer a unique opportunity to track and influence such activities. We model customer-level decisions to purchase a product and brand, to post a review and give a specific rating. Our explanatory variables include (i) the rating environment (which the firm can monitor), (ii) customer characteristics (which help the firm identify key targets) and (iii) marketing actions (which the firm can deploy to improve performance). Together, our insights in these three tools will help the firm address the fundamental shift of a traditional world of tightly controlled positive messages to the current reality of large spreads in and less-than-fair valence of product ratings by connected customers. Keywords: Online Social Media, Bayesian Estimation, Utility Dynamic

Graphical Markov Models as an Alternative to SEM Kathrin Gruber, Vienna University of Economics and Business Thomas Reutterer, Vienna University of Economics and Business Radoslaw Karpienko, Vienna University of Economics and Business

We propose the use of directed acyclic graphs (a subclass of graphical Markov Models) as an alternative to structural equation models. The method imposes less rigorous assumptions on the data and the underlying theoretical framework The relationships between the latent and structural variables can be incorporated in a multivariate model, by specifying only an initial ordering. Thus, they appear to be particularly suitable for situations, when the theoretical foundations are weak or ambiguous. We demonstrate the potential capabilities of the methodology using data collected from an exploratory study on the motivational drivers of voluntary contributors to the R-project.

Keywords: Structural Equation Models, Graphical Models, Marketing Modeling EMAC Conference nd 42

308 Thursday, 6 June 2013 11:00 - 12:30

“The Hands of the Past”: Effects of Brand-Choice and Quantity Decisions in Hedonic Versus Utilitarian Products Serdar Sayman, Koç University Selin Ergüncü, Özyeğin University

We posit that purchase event feedback is driven by two distinct components of the previous purchase decisions: brand-choice and quantity decision. This distinction is important because these drivers work through different mechanisms. We hypothesize that past brand-choice decisions are stronger than past quantity decisions in affecting current decisions. However, category type (i.e., hedonic vs. utilitarian products) is the moderator in this relationship: past brand-choice decisions of hedonic goods are significantly stronger than that of utilitarian goods. Effect of past quantity decisions (i.e., consumption), on the other hand, is expected to be stronger for utilitarian products than for hedonic products. Accounting for consumer heterogeneity, we examine our predictions with hierarchical logit models.

Keywords: Structural Equation Models, Graphical Models, Marketing Modeling

Session 14.06 Product and Brand Management

Session Title: Exploring the Brand Ecosystem Room: D101 Session Chair: Claudia Simoes, Open University

Product Involvement, Price Perceptions, and Brand Loyalty Alcina Teresa Gaspar Ferreira, Management for Sustainability Research Center Filipe Jorge Fernandes Coelho, University of Coimbra, Portugal

This research contributes to the knowledge on the determinants of brand loyalty. In particular, this research investigates how product involvement and seven price perceptions influence brand loyalty. The research model is tested with a sample of 535 consumers in a study covering eight different grocery products. The results indicate that product involvement positively affects brand loyalty as well as six price perceptions, namely price consciousness, sale proneness, coupon EMAC Conference proneness, price mavenism, price-quality schema, and prestige sensitivity. In turn, these price nd 42

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perceptions, apart from prestige sensitivity, determine brand loyalty, with some unexpected effects emerging.

Keywords: Brand Loyalty, Price Perceptions, Product Involvement

Exploring the Brand Ecosystem: May All Who Enter as Guests Leave as Brand Allies! Daniil Muravskii, St. Petersburg State University Elena Samuylova, St. Petersburg State University Maria Smirnova, St. Petersburg State University Olga Alkanova, St. Petersburg State University

As brands tend to constantly interact with various other brands, we suggest looking at them as brand allies representing a single brand ecosystem. In this exploratory research, we investigate whether certain brands are more predisposed to engage in brand alliances, than other brands. This assumption was explored on a sample of 62 brands. As a result, the existence ofa relationship between focal brand characteristics and brand alliance engagement with different types of partners is revealed, a model, describing the firm’s alliance behavior depending on focal brand characteristic is described and directions for further research and practical implications are presented.

Keywords: Brand Alliances, Co-Branding, Ecosystem

Online Brand Communities: Loyal to the Community or the Brand? Bastian Popp, University of Bayreuth Chris Horbel, University of Bayreuth Herbert Woratschek, University of Bayreuth

This study analyzes the effects of both customer-community identification and customer-brand identification on the loyalty to the brand community and/or the brand. We test our conceptual model using a large-scale data set of an online brand community. The results reveal that multiple interacting targets of identification (brand, brand community) have to be considered. Our findings show that the assumed positive effect of identification on customer loyalty especially exists with regard to the same target of identification. Surprisingly, customer-community EMAC Conference

nd identification has no significant effect on brand loyalty, thus questioning brand communities as 42

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an instrument for increasing customer loyalty.

Keywords: Identification, Brand Communities, Customer Loyalty

The Stage is Yours – What Drives Consumer Engagement on Facebook Brand Pages? Carina Simon, WHU - Otto Beisheim School of Management Tim Brexendorf, WHU - Otto Beisheim School of Management Martin Fassnacht, WHU - Otto Beisheim School of Management

Social networking sites like facebook may allow firms to establish a deeper rela-tionship between consumers and their brands. However, reaching this objective depends on stimulating consumers’ engagement on the brand page. We hypothesize that consumers engage on brand pages to signal their identity, i.e. because of the symbolic and social relevance of the brand. We propose that this relationship is mediated by need for social enhancement. Results from a study with 460 facebook consumers suggest that identity-signaling and self-presentation are important determinants of consumer engagement on online brand pages.

Keywords: Social Networking Sites, Consumer Engagement, Brand Management

Session 17.01 Sales Management and Personal Selling

Session Title: B2B Selling Room: D404 Session Chair: Bülent Mengüç, King’s College London

“Once Again I Gained So Much” - Understanding the Value of B-to-B Sales Interactions Sini Jokiniemi, Turku School of Economics

Aino Halinen, Turku School of Economics EMAC Conference nd 42

311 11:00 - 12:30 Thursday, 6 June 2013

Interpersonal interactions e.g. sales meetings can be regarded as platforms for the emergence of value. In order to understand this interaction-related value, it needs to be studied from the viewpoint of individuals. Surprisingly, the subjective perspective on value has remained theoretically under-developed and empirically neglected area within industrial marketing research. We address the intriguing question of how sales interactions as such can be sources of value for both the salesperson and customer representative. In the spirit of symbolic interactionism and constructivist grounded theory, we present the results of an inductive and data-driven research and offer five value properties which extend our understanding of subjectively indicated value related to sales interactions.

Keywords: Sales Interaction, Subjective Value Indication, Symbolic Interactionism

Makings of a Good B2B Salesperson - Results from Two Studies Tommi Mahlamäki, Tampere University of Technology Toni Mikkola, Tampere University of Technology

Companies operating in business-to-business (B2B) markets acknowledge the importance of effective and high-performing salespeople. Thus, it is important to possess an up-to-date view of the antecedents of these professionals’ performance. The current study analyses the responses of 101 sales managers and 85 purchasing managers from B2B markets. Factor analysis is used to categorize determinants of salesperson performance. Then, correlation analysis is performed on the identified categories and a sales-performance measures. From sales performance related factors, long-term focus and sales and negotiation skills are found to be most associated with sales performance based on seller data. This is in contrast with buyer data, which identified trustworthiness and adaptive selling as being most associated with sales performance.

Keywords: Salesperson, Performance, Management

Creating Emotional Brand Attachment through the Salesperson’s Brand-Consistent Behavior Tobias Posner, University of Paderborn Ina Garnefeld, University of Wuppertal Andreas Eggert, University of Paderborn EMAC Conference nd

42 Firms increasingly focus on encouraging consumers’ emotional brand attachment as a means to counter the effects of diminishing product differentiation. Employing multilevel structural 312 Thursday, 6 June 2013 11:00 - 12:30

equation modeling, this study investigates whether, how, and in which circumstances a salesperson’s brand-consistent behavior can contribute to such emotional brand attachment. Using stereotyping as a theoretical lens, the authors find that brand-consistent behavior influences emotional brand attachment through two complementary routes: It improves customers’ perception of the salesperson, which can spill over to the brand relationship, and it exerts a direct impact on emotional brand attachment. The strength of both the direct and indirect effects is moderated by competitive intensity and market share growth. The strength of the spillover effect also is a function of advertising pressure. In summary, a salesperson’s brand-consistent behavior is an effective means for strengthening customers’ emotional brand attachment; retailers should manage this method carefully and employ it in appropriate market conditions.

Keywords: Emotional Brand Attachment, Brand Consistent Behavior, Multilevel Structural Equation Modeling

Session 18.06 Services Marketing

Session Title: Frontline Encounters Room: D203 Session Chair: Sven Mikolon, Ruhr University Bochum

A Multilevel Investigation of Emotional Proletarians’ Stigma in Frontline Encounters Sven Mikolon, Ruhr University Bochum Nick Lee, Aston Business School Jan Wieseke, Ruhr University Bochum Glen Kreiner, Smeal College of Business, The Pennsylvania State University

Despite the dramatic rise in low-skilled frontline service jobs in recent years, there is hitherto no research in marketing examining the dynamics characterizing frontline contacts between a particular type of low-skilled frontline workers – emotional proletarians – and customers. This study uses a triadic multilevel dataset involving responses from objective observers, emotional EMAC Conference proletarians and 934 customers and non-customers to explore emotional responses to a service nd encounter managed by emotional proletarians. We investigate the impact of two distinct 42 313 11:00 - 12:30 Thursday, 6 June 2013

emotional display strategies commonly employed by emotional proletarians on customer’s felt anxiety within the service encounter. By providing empirical evidence that frontline workers’ display of positive emotions can in fact be detrimental for customers’ service experience, this study challenges the ‘service with a smile’ paradigm that dominates research on frontline boundary-spanners.

Keywords: Emotional Proletarians, Service Encounter, Stigma

The Impact of Call Centre Stressors on Inbound and Outbound Call- Centre Agent Burnout Michel Rod, Carleton University Nick Ashill, American University of Sharjah

Drawing on various models of burnout, we test hypotheses relating to anticipated differences between inbound versus outbound call centre agents by comparing the magnitude of the relationships in the sequence of customer stressors → emotional exhaustion → depersonalization → reduced personal accomplishment across a sample of inbound and outbound call centre agents working in a large retail bank call centre in New Zealand. Data from the call centre agents was analysed using the Partial Least Squares (PLS) methodology. The findings reveal significant differences between inbound and outbound call centre agents regarding the extent to which emotional exhaustion impacts depersonalisation to which depersonalisation influences feelings of reduced personal accomplishment. The research advances understanding of differences in the burnout process as perceived by inbound versus outbound call centre agents.

Keywords: Burnout, Stressors, Call Centre EMAC Conference nd 42

314 Thursday, 6 June 2013 11:00 - 12:30

Session 19.06 Social Responsibility, Ethics and Consumer Protection

Session Title: Firms’ Societal Role Room: D503 Session Chair: Isabell Lenz, Goettingen University

Strengthening Firm’s Societal Role – How Compensation Strategies Help to React on Social Misconducts Isabell Lenz, Goettingen University Hauke Wetzel, Georg August University Goettingen Maik Hammerschmidt, Georg August University Goettingen

This study investigates how compensation of social misconducts impacts firm value. We con- tribute to corporate social responsibility (CSR) research by (1) differentiating two distinct compensation strategies (i.e., in-domain and extra-domain compensation through CSR activi- ties) instead of commingling CSR in one overall construct, (2) showing whether these com- pensation strategies affect firm value and (3) how both strategies interact with the abandoning of social misconducts. The results suggest that compensation which is not related to the social misconduct (i.e., extra-domain compensation) is most promising in general. Compensation that is related to the social misconduct (i.e., in-domain compensation) only is a promising strategy for firms that have managed to abandon the social misconducts.

Keywords: Corporate Social Responsibility, Compensation Strategy, Social Misconduct

Consumer Empowerment in the Financial Industry: A Focus on Youth Financial Literacy Fernando Angulo, Grant MacEwan University Albena Pergelova, Grant MacEwan University

The focus of the current study is on young consumers and the factors influencing healthy financial behaviour among them. We advance the understanding on the issue by offering a EMAC Conference consumer empowerment model for youth financial literacy that includes not only knowledge, nd 42 but also the influence of young peoples’ worldview, parental behaviour and teaching, as well 315 11:00 - 12:30 Thursday, 6 June 2013

as internal motivation to learn and know more about financial topics, as predictors of healthy financial behaviour. By using a sample of high school and undergraduate students from Western Canada, our empirical results suggest that empowering young consumers is not only a question of knowledge, but an integration of several factors. Organizations trying to influence young consumers’ financial behaviour should broaden the understanding of empowerment to include personal worldview and motivation, as well as social surroundings.

Keywords: Empowerment, Youth, Financial Literacy

Managers’ Perceptions of CSR Practices Patrick Murphy, University of Notre Dame Ruzica Brečić, University of Zagreb

This paper explores company practices and managers perceptions related to corporate social responsibility (CSR). Based on literature and qualitative data from interviews with managers, a practice of CSR in a transitional economy is presented. This paper explains how corporations perceive CSR by explicating for whom and for what they are responsible. The conclusion contains a comparison between corporate perceptions in Croatia and another European country and draws implications for marketing practice and future research.

Keywords: Corporate Social Responsibility, Qualitative Research, Croatia

Caught in a Lie: What Do Consumers Perceive as Corporate Hypocrisy? Alexander Stich, WHU - Otto Beisheim School of Management Tillmann Wagner, WHU - Otto Beisheim School of Management Isabel Pfeiffer, WHU - Otto Beisheim School of Management

Companies increasingly communicate corporate social responsibility (CSR) statements. However, if the company’s actual behavior does not reflect these statements, consumers tend to perceive corporate hypocrisy which can lead to negative effects for the company. Unfortunately, there is a lack of work focusing on the various antecedents of corporate hypocrisy. Building on in- depth interviews, this research systematizes the potential fields of corporate hypocrisy. Results reveal that perceived corporate hypocrisy stems from inconsistencies according to philanthropic

EMAC Conference or environmental behavior, employee treatment, product information, or risk management, and from nd

42 compliance violation. The framework can help marketers to avoid the rise of corporate hypocrisy.

316 Keywords: Hypocrisy, CSR, Consumers Thursday, 6 June 2013 14:00 - 15:30

THURSDAY - 14:00 - 15:30

Session 02.07 Business-to-Business Marketing and Networks

Session Title: Organizational Issues Room: D303 Session Chair: Nils Ommen, Technische Universität Braunschweig

The Role of Top Management in Key Account Management Effectiveness – An Empirical Study Nektarios Tzempelikos, Anglia Ruskin University Spiros Gounaris, University of Strathclyde Business School

The purpose of the study is to examine the role of top management in effective Key Account Management (KAM) making a distinction between top management commitment and top management involvement. The study uses data from 304 suppliers to test the hypotheses developed. Results show that top management commitment affects relationship quality through top management involvement. Furthermore, relationship quality positively relates to financial performance. The study adds to our understanding of the role of top management inKAM and offer insights on how top management determines KAM success. The study also provides managers with guidance concerning how top management can have the greatest effect on KAM effectiveness

Keywords: Key Account Management, Top Management, Empirical Research EMAC Conference nd 42

317 14:00 - 15:30 Thursday, 6 June 2013

Brand Ambassador or Substitute? – The Role of the Salesperson in Industrial Brand Management Jasmin Ulrich, TU Dortmund University Markus Blut, Newcastle University Business School

This research examines the role of the salesperson in the context of B2B-brand management. While one stream of literature argues that the salesperson is the main ambassador of the brand, another research stream assumes, contrarily, that the salesperson can substitute the brand effects to loyalty. We address this controversy and develop a conceptual model testing the type of interaction between brand perceptions and salesperson characteristics on B2B-loyalty. Results indicate that both emotional and rational brand values affect the industrial customer loyalty and reveal a buffering (instead of an amplifying) impact of the salesperson characteristics on both brand value effects. Our findings emphasize the salesperson’s outstanding role in establishing and maintaining B2B-relationships and provide new insights to the industrial brand management.

Keywords: Business-To-Business, Brand-Management, Salesperson

Buyer-Seller Interactions in Facility Services: Purchasing Models and Emerging Paradoxes Silvia Ranfagni, University of Florence Simone Guercini, University of Florence

The paper focalizes its attention on the analysis of buyer-seller interactions in facility services enjoyed by public organizations. It aims at examining which are the purchasing models of facility services in public organizations and how emerging paradoxes can impact on the approaches to buyer-seller interactions in business services proposed by specialized literature. The research, based on 15 case studies of Italian Municipalities, shows that outsourcing of facility management services is associated more to transactions than to interactions and that transactions in facility services do not necessary generate efficiency.

Keywords: Interaction, Facility Services, Municipalities EMAC Conference nd 42

318 Thursday, 6 June 2013 14:00 - 15:30

Demonstrative Adoption of Innovative Products Within Organizations - The Case of Battery Electric Vehicles Daniela Mueller, Technische Universität Braunschweig Nils Ommen, Technische Universität Braunschweig Christof Backhaus, Technische Universität Braunschweig David Woisetschläger, Technische Universität Braunschweig

The identification of factors influencing the adoption of innovative products in organizations is relevant for both marketing practice and research. This paper aims to identify relevant factors influencing the adoption intention of Battery Electric Vehicles in organizational vehicle fleets. Amongst other factors such as total costs of ownership and the demonstrative use of innovations are identified as important motives of buyers by which they attempt to enhance their brand image. Basing on the results of qualitative interviews, a conceptual model and a typology of firms are developed. Building on the customer-typology, practitioners can tailor their marketing efforts to fit the differing needs of specific types of firms.

Keywords: Battery Electric Vehicles, Innovation Adoption, Organizational Buying Behavior

Session 03.10 Consumer Behaviour

Session Title: The Role of Positive and Negative Emotions in Consumption Room: D103 Session Chair: Nilüfer Aydınoğlu, Koç University

I Can’t Stop Thinking About it! How Guilty Pleasures Make You Ruminate and Feel Less Satisfied Renaud Lunardo, Bordeaux School of Management (ESC) Camille Saintives, Groupe ESC La Rochelle

This paper focuses on the influence of indulgence on guilt, rumination and satisfaction. Two EMAC Conference studies show that guilt exerts a positive effect on rumination but this effect is moderated by nd indulgence. When individuals exhibit a low level of guilt, people having consumed a lowly 42

319 14:00 - 15:30 Thursday, 6 June 2013

indulgent product ruminate more than those having consumed a highly indulgent product. When guilt is high, no significant differences of rumination were found across the low and high levels of indulgence. Moreover, while rumination mediates the effect of guilt on satisfaction, indulgence moderates this effect, the mediating effect occurring only in the case of low indulgence.

Keywords: Guilt, Indulgence Rumination

The Curious Case of Curiosity : Unpleasant Advertising and Curiosity Abstract Liesbet Van Den Driessche, University College Ghent Iris Vermeir, University College Ghent Mario Pandelaere, University Ghent

Previous research demonstrated that advertisements that induce positive feelings are effective. However, unpleasant advertising are frequently used and can be effective as well. This research examines whether evoked curiosity can explain the effectiveness of unpleasant advertising. Our results indicate that although unpleasant advertising did not lead to behavioral intention with regard to the advertised product, unpleasant advertising did evoke curiosity. Curiosity itself proves to be a strong predictor of behavioral intention.

Keywords: Curiosity, Pleasure, Advertising

Fear Not, for You Can Help! The Effect of Fear of Failure and Self- Construal on Charitable Giving Lale Okyay Ata, Koç University Zeynep Gürhan-Canlı, Koç University

Previous research has extensively addressed fear of failure effects in domains such as education, sports, and healthcare but not nearly as much in marketing, with studies confined to fear appeals in advertising. This research explores the effect of fear of failure in a consumer context, on charitable giving. It is hypothesized and shown that; self-construal moderates the effect of fear of failure on donation likelihood. Under a high fear of failure, an independent self-construal decreases and an interdependent self-construal increases donation likelihood. The effects are

EMAC Conference mediated by perceived social support. Implications for theory and practice are discussed. nd 42 Keywords: Fear-Of-Failure, Self-Construal, Donation 320 Thursday, 6 June 2013 14:00 - 15:30

The Influence of Fair Trade Messages on Consumers’ Green Buying Behavior: Perception of Price Fairness and Acceptance of Price Increases Daniel Heinrich, Technische Universität Braunschweig Verena Schoenmüller, University of Basel Colin Campbell, Kent State University Sean Sands, Monash University Melbourne

This study investigates consumer acceptance of price increases justified by higher costs due to a company’s social engagement. In multiple studies we examine perceived fairness and purchase intentions following a price increase justified by a company’s social commitment. We assess the attitude-behavior gap in consumer behavior through a real world experiment to explore actual consumers’ behavior after a price increase. Results reveal that a price increase due to a company’s social commitment is perceived as fair and does not have a negative impact on purchase behavior. Furthermore consumers’ actual behavior reveals no difference to stated intentions.

Keywords: Green-Buying, Pricefairness, Attitude-Behavior-Gap

Session 03.11 Consumer Behaviour

Session Title: Consumer Products: New, Cool, and Tasting Good! Room: D102 Session Chair: Caleb Warren, Bocconi University

What Makes Things Cool? The Role of Bounded Autonomy Caleb Warren, Bocconi University Margaret C. Campbell, University of Colorado

Despite assertions that coolness sells products and motivates consumer behavior, little is known about what leads consumers to perceive things as cool. We show that brands become cool by EMAC Conference signaling that they are autonomous from mainstream norms in a positive way. Consequently, nd there is a curvilinear relationship between displays of autonomy (e.g., rebellion, uniqueness, 42

321 14:00 - 15:30 Thursday, 6 June 2013

independence) and perceived coolness: cool brands are not conformists, but they are also not excessively deviant. Additionally, the level of autonomy considered cool (rather than excessive) is higher among countercultural consumers who believe that society is overly repressive.

Keywords: Coolness, Identity, Brand Image

Uncovering the Drivers of the Negative Attraction Effect Nicole Wiebach, Humboldt University of Berlin Lutz Hildebrandt, Humboldt University of Berlin

This research replicates and extends several elements of the study by Mishra, Umesh, & Stem (1993) on the antecedents of the widely discussed attraction effect for product introductions, while focusing on the so far neglected inversed scenario of product exit. This study provides the first empirical considersation of the influencing factors of a negative attraction effect which describes the disproportionate lower increase in a target’s choice probability after the removal of an inferior decoy. Specifically, the results of a causal model emphasize decoy share, preference strength and information relevance as major drivers of the considererd phenomenon and yield rich insights to retailers and brand managers.

Keywords: Consumer Decisions, Negative Attraction Effect, Context Effects

Tasting the Smell: Scent Experts’ and Laymen’s Evaluation of Product (In)congruity Carmen Adams, Hasselt University Lieve Doucé, Hasselt University Wim Janssens, Hasselt University Jan Vanrie, PHL University College Ann Petermans, PHL University College

This research studies the effect of scent expertise on product and taste evaluations inthe presence of an ambient scent (in)congruent with the products. In order to gain insight into this effect, we also examine the relationship of scent expertise with odour identification and odour awareness. An experiment with 93 participants revealed that (novice) scent experts evaluated the product incongruent with the ambient scent more negatively than laymen, supporting our EMAC Conference nd assumption that (novice) scent experts detected the incongruence more. Subsequent analyses 42

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show that odour identification and odour awareness were not able to fully account for the initial scent expertise effect.

Keywords: Ambient Scent, Product (in)congruity, Individual Differences

Session 04.07 Innovation and New Product Development

Session Title: Choice and Adoption Room: D302 Session Chair: Burç Ülengin, İstanbul Technical University

Innovative Professional Services: Empirical Evidence on the Determinants of Physicians’ Purchase Intention Zoi Anagnostidou, Business College of Athens Ioannis Rizomyliotis, University of Plymouth Giannis Kostopoulos, University of Bedfordshire Kleopatra Konstantoulaki, University of Westminster

The present paper seeks to explore the factors that influence physicians’ purchase intention for supplementary professional services that have been recently introduced to the market. For that reason, a theoretical framework has been developed and empirically tested using data collected from 100 physicians on two different types of services (e-detailing, e-learning). Results show that physicians’ purchase intention is significantly influenced by six factors. Three of them derive from the technology acceptance theory and the TAM model (perceived usefulness, ease of use and professional image) while the rest refer to the physicians’ professional characteristics (work experience, current working status and innovativeness).

Keywords: Innovative Services, Tam Model, Professional Characteristics EMAC Conference nd 42

323 14:00 - 15:30 Thursday, 6 June 2013

Technology Late Adoption Sara F. Jahanmir, Nova School of Business and Economics Luís Filipe Lages, Nova School of Business and Economics

The innovation literature offers little empirical research about the second half of the Diffusion of Innovation Curve. In this paper we develop the Late Adopter Scale, using two samples of mobile phone and laptop users. Insights from both studies indicate that this scale, which assesses Late Adopters’ attributes, presents three dimensions: 1) later adoption, 2) resistance to innovation, and 3) skepticism. Findings of both studies reveal that all three Late Adopter Scale dimensions are significantly associated with low price preference. Moreover, in both samples skepticism is associated with high preference for simple products, lower leading edge status and lower product involvement . Discussion focuses on implications of this new scale to theory and practice of new product development and diffusion of innovation.

Keywords: Late Adoption, Late Adopter Scale, Diffusion Of Innovation

An Investigation of the Factors Affecting Alternative Fuel Vehicle Adoption Among European Consumers: A Hierarchical Bayes Choice- Based Conjoint Experiment Julian Benedikt Reiss, Leeds University Business School Jack Edward Holden, Leeds University Business School Charalampos Saridakis, Leeds University Business School

Although environmental concern is on the rise across Europe, current market data indicate that adoption rates of Alternative Fuel Vehicles (AFVs) remain extremely low. Against this background, a large-scale online choice-based conjoint experiment was carried out, to investigate the factors affecting AFV adoption among European consumers. Our choice experiment was carried out in two large European countries and consumer preferences for AFV attributes were estimated through the implementation of a Hierarchical Bayes approach. The proposed mechanism allows part-worth estimation at the individual-level and overcomes important shortcomings of previous approaches. The paper demonstrates the role of a set of important characteristics in AFV adoption and offers clear implications for auto manufacturers.

EMAC Conference Keywords: Alternative Fuel Vehicles, Conjoint Analysis, Choice Experiment nd 42

324 Thursday, 6 June 2013 14:00 - 15:30

Session 05.07 International and Cross-Cultural Marketing

Session Title: Ethnocentrism And Animosity Room: D202 Session Chair: George Balabanis, Cass Business School, City University London

Consumer Ethnocentrism, Country-of-Origin(COO), Nationalism, Patriotism, and Internationalism: Direct and Indirect Effects on Consumers’ Intention to Buy Foreign Products Meltem Çakıcı, Okan University

Consumer ethnocentrism has been an important topic for cross-cultural marketing research in terms of its effects on consumers’ intention to buy foreign products in different countries. Certain factors have been considered as the antecedents of consumer ethnocentrism while others as the factors which influence the impact of consumer ethnocentrism. Characteristics of consumers’ buying behavior and those of product offerings influence consumers’ intentions directly or indirectly through consumer ethnocentrism, country-of-origin(COO), nationalism, patriotism, and internationalism. The objective of this paper is to contribute to understanding the complex nature of consumers’ intention to buy foreign products by suggesting a conceptual model and several hypotheses to be tested.

Keywords: Ethnocentrism, Country-Of-Origin, Foreign Products

Why Do Consumers Not Buy? The Role of Consumer Animosity Among Italian Individuals Angelo Giraldi, Rome “La Sapienza” University

This paper aims to investigate the importance of consumer animosity when individuals assess products made in other countries nations. The paper suggests an original multidimensional scale based on four different antecedents: war animosity, economic animosity, antithetical political

attitudes, and negative personal experience. It then provides a comprehensive setting to test EMAC Conference nd

the influence of animosity on product judgment and the unwillingness to buy. A total of 500 42

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Italian consumers were sampled in two different analyses. Data were analysed using descriptive statistics and structural equation modelling. The results enabled a scale validation and confirm that consumer animosity led to a decrease in willingness to buy and negatively impacted product judgment.

Keywords: Consumer Animosity, Consumer Behaviour, Country Of Origin

Consumer Ethnocentrism: Too Finicky? George Balabanis, Cass Business School, City University London Nikoletta Siamagka, University of Reading Christos Emmanouilides, Aristotelian University of Thessaloniki

The paper examines the effects of consumer ethnocentrism on buying behaviour. Theory suggests that not all domestic products (foreign) or brands benefit (suffer) equally from consumer ethnocentrism. It is hypothesised that consumer ethnocentrism affects more products that involve higher purchasing costs for the consumer as well as global brands that they may not seen as domestic as the ”non-global” domestic brands. Similarly, products from culturally distant countries may be perceived as more foreign than those coming from culturally similar countries. As a consequence, they may suffer more from ethnocentric tendencies. The study examines the three effects on a sample of US consumers and provides some support for these hypotheses

Keywords: Consumer Ethnocentrism, Global Brands, Country of Origin EMAC Conference nd 42

326 Thursday, 6 June 2013 14:00 - 15:30

Session 06.03 Marketing in Emerging and Transition Economies

Session Title: Market Orientation in Emerging Markets Room: D304 Session Chair: Nimet Uray, İstanbul Technical University

Impulsivity and Impulse Buying: A Cross-National Examination Sarah Hong Xiao, Durham University Business School Gopalkrishnan R. Iyer, Durham University Business School Michael Nicholson, Durham University Business School

The trait of impulsivity has been established as one key antecedent to impulsive decision-making and behaviours among consumers, along with situational factors and marketing stimuli. While much of the situational factors studied in the context of impulse purchases are those that are in in immediate environment of consumption or the state of mind of the consumer, research has yet to explore the cross-national differences in how impulsivity affects impulsive consumption decision making. Using data from three countries in Europe, East Asia and the Middle East, we demonstrate that the trait of impulsivity affects impulse buying differently in different country contexts.

Keywords: Consumer Impulsivity, Cross-National Research, Emerging Markets

How Market-Led We Are? The Role of Product Innovation in the Context of Russian Economy Maria Smirnova, St. Petersburg State University Vera Rebiazina, National Research University Higher School of Economics

Product innovation is in center of attention for emerging economies, while Russia is rather loosing positions in competing via offering innovative offerings in comparison to other BRIC economies. As suggested by Sahwney et al, 2006 we study the role of key offering dimensions - platform and solution innovation – in influencing performance outcomes. Since there is still no EMAC Conference substantial research evidence on the mediating effect of innovativeness on market orientation nd – performance link in emerging economies, our study aims to close this gap. Finally, the model 42 327 14:00 - 15:30 Thursday, 6 June 2013

includes moderating effect of product innovativeness. The results confirm existing differences, depending on the level of product innovativeness, as well as illustrate variation in the role of market orientation subdimensions and dimensions of product innovation on firm performance.

Keywords: Innovation, Market Orientation, Emerging Markets

An Investigation of The Role of Managers’ Personal Values in Creating A Market Orientation: Evidence From Brazil Yuhui Gao, Dublin City University Jorge Lengler, ISCTE IUL Business School Simone Novello, University College Dublin Carlos M.P. Sousa, Durham University Frank Bradley, University College Dublin

Although researchers have made some attempts to examine the implementation of a market orientation, most studies have been conducted in the US or Western Europe. Moreover, very few studies have considered the role of mangers’ personal values in the process of creating a market orientation. To address these gaps, we examine the effects of managers’ personal values on market orientation from an emerging country, namely, Brazil. We used structural equation modelling to test the relations with data from 201 Brazilian managers. Results suggest that resultant conservation values negatively affected competitor orientation and interfunctional coordination. Resultant self-enhancement negatively influenced customer orientation and interfunctional coordination.

Keywords: Orientation, Values, Brazil

The Moderating Role of Host Country Selection in EU for Direct Investment of Turkish MNCS Ramazan Nacar, Yalova University Burçin Kaplan, Marmara University Nimet Uray, İstanbul Technical University Nükhet Vardar, El İzi Communications Consultancy

The aim of this paper is to analyze the impact of country selection in EU, on the relation EMAC Conference nd between marketing motives for outward foreign direction investment (OFDI), and degree of 42 internationalization (DOI) and marketing performance of Turkish MNCs. The results indicate 328 Thursday, 6 June 2013 14:00 - 15:30

that all of marketing motives for OFDI directly affect most of the dimensions of both DOI and marketing performances of the companies. In addition, investing in “only late EU member countries” has a moderation effect on the relation between marketing motives and DOI, while investing in “only early EU member countries” is the main moderator for the relation between marketing motives and marketing performance.

Keywords: Marketing Motives, OFDI, Marketing Performance

Session 07.03 Marketing of Public and Non-Profit Organisations

Session Title: Branding Room: D305 Session Chair: Sebastian Zenker, Erasmus University Rotterdam / ERIM

Brand Complexity and Identification: An Integrative Model for Place Branding Sebastian Zenker, Erasmus University Rotterdam / ERIM Erik Braun, Erasmus University Rotterdam Natascha Rütter, University of Hamburg Sibylle Petersen, University of Leuven

In the competition for residents, tourists and companies, place branding is a rapidly developing research domain. Marketers focus on building a strong, favorable place brand to increase identification with the place; mostly concentrating on its core brand associations. This reduced picture of a place may be helpful for an external target audience, but identification with such an image might be less likely for residents. We tested in two studies (1: N=765; 2: N=385) whether a strong place identification is related to identity fit between the place prototype and the customer’s self-concept. We hypothesized that in this relationship, perceived brand complexity plays a central role for the internal target audience. A “one fits all” place brand is a goal that is hard to achieve and our results suggest that a more advanced brand management is needed.

Keywords: Place Branding, Identification, Brand Complexity EMAC Conference nd 42

329 14:00 - 15:30 Thursday, 6 June 2013

The Value of Donating Money versus Goods: Examining The Charity Brand Equity of Individual Supporters Cathy Nguyen, University of South Australia Margaret Faulkner, Ehrenberg-Bass Institute, University of South Australia Jenni Romaniuk, Ehrenberg-Bass Institute, University of South Australia

Charities rely on support from individuals, but face increased competition along with lighter wallets post Global Financial Crisis. When people are unable to donate money, the donation of goods provides an alternative way to support charities. We examine how charity brand equity (CBE) differs between a) non-supporters and supporters, and b) those who donate money and those who donate goods. Our findings show that while supporters exhibit higher CBE than non- supporters, CBE is similar among donors of money and donors of goods. This study illustrates the importance of capturing support behaviour and shows that donating goods can provide benefits beyond their re-sale value.

Keywords: Donation Behaviour, Charity, Brand Equity

Session 10.03 Marketing Theory

Session Title: Service Logic Room: D501 Session Chair: Marie Taillard, ESCP-Europe

Holding a Mirror Up to the Researchers: Social Processes in the Construction of Marketing Knowledge Kenneth F Hyde, Auckland University of Technology

This paper sets out a series of propositions regarding the social construction of marketing knowledge. Marketing academics constitute a community of researchers, with shared goals, role- EMAC Conference nd definitions, rules and norms of behaviour. The community agrees what constitutes marketing 42

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knowledge. Marketing knowledge is constructed through social processes. The community of researchers is partly self-serving and self-perpetuating. The community has a language and a view of reality that is not shared outside the community. Marketing knowledge exists within a societal discourse.

Keywords: Marketing Knowledge, Research Community, Social Construction

The Rise and Development of Co-Creation Theory: The Role of Influential Publications Marco Galvagno, University of Catania Daniele Dalli, University of Pisa

The aim of this paper is reviewing and analysing the development of the literature onco- creation: several scholars have contributed to this literature and the paper aims at assessing the relevance and significance of various approaches to co-creation from marketing and other fields.A bibliometric approach has been employed: we applied the co-citation analysis to the most influential articles regarding co-creation in order to identify content structures based on the frequency according to which two co-creation papers were jointly cited in the literature. Data were selected from four databases (Web of Knowledge, Scopus, Ebsco, Google Scholar). Co-citation data were analysed through multi-dimensional scaling, cluster, and factor analyses. Implications for research are drawn from empirical findings.

Keywords: Co-Creation, Co-Production, Bibliometrics

The Role of Consumer Creativity in the Value Creation Process: A Conceptual Framework Marie Taillard, ESCP Europe Business School Benjamin Voyer, ESCP Europe Business School Vlad Glaveanu, Aalborg University

In this paper, we look at the marketing notion of value creation, and argue that value creation occurs through a continuous creative process, involving the firm and its brand(s), its customers and other stakeholders. We suggest that the act of consumption constitutes an inherent act of

creativity, conscious and nonconscious, in which consumers recreate and reinterpret value. We EMAC Conference nd introduce the five-A framework of creativity - actor, actions, artifact, audience, affordances - and 42

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show how this offers a comprehensive perspective on the concept of co-creation in marketing. We further integrate our framework with other existing paradigms, in particular Service Dominant Logic, and the question of resource integration.

Keywords: Consumer Value, Creativity, Co-Creation

Service-Dominant Logic: An Update or an Upgrade? Seidali Kurtmollaiev, Norwegian School of Economics and Business Administration

Service-dominant logic (SDL) is becoming more and more popular among the researchers who praise it as a radical shift in the world view on offerings from the “goods-centered paradigm”. Meanwhile, its authors insist that SDL is not a theory. This paper addresses the question of whether SDL should be regarded as a candidate for a new paradigm or a theory within the current way of thinking. Based on the respective sets of evaluation criteria, it concludes that SDL is a natural theoretical extension of the existing paradigm rather than an upgrade from it. In addition, the paper identifies important problems and paradoxes in SDL and suggests solutions to them, which might be useful for the further development.

Keywords: Service-Dominant Logic, Theory Evaluation, Paradigm

Session 12.06 New Technologies and E-Marketing

Session Title: Online Communication Mix Room: D504 Session Chair: Stephan Dahl, Hull University Business School

Impact of E-Atmospheric Elements on the Perceived Value of the Online Visit Ahmed Anis Charfi, European Business School Eric Lombardot, University Paris I Panthéon Sorbonne EMAC Conference nd

42 Website managers aim to insert the concept of consumption experience in the heart of an online

332 Thursday, 6 June 2013 14:00 - 15:30

visit. The research studies the effects of experiential components of a website on the online experience. Through experimentation, we handle three elements of the merchant environment (virtual agent, 3D environment and control command). The survey of 272 users shows that the tools manipulated generate perceived value. The effect of hedonic and utilitarian value of the visit on the online behavior is tested, highlighting its significant effect. Finally, from theoretical and managerial points of view, this research shows the necessary conditions to improve the visitor experience and to create value for customers.

Keywords: Online Experience, Perceived Value, 3d Environment

“My Friend Bud”: Exploring Alcohol Promotion Across Social Media Stephan Dahl, Hull University Business School Debra M. Desrochers, University of Westminster

Alcohol promotion using social media tools is rapidly emerging to be a controversial issue for both marketers and public policy makers. In this paper, the authors present findings from an exploratory study examining how alcohol marketers use social media. They then discuss in how far current regulation, using the example of the British Advertising Standards Authority Codes of Practice, can be applied to current practice and what implications anthropomorphic brand representation in social networks has for future research. Keywords: Alcohol, Social Media, Regulation

Who Gains, Who Loses? Recall and Recognition of Brand Placements in 2D, 3D and 4D Movies Ralf Terlutter, Klagenfurt University Sandra Diehl, Klagenfurt University Isabell Koinig, Klagenfurt University Martin Waiguny, Auckland University of Technology

Brand placements in movies are common throughout the world. During the last 5 years, 3D movie technology has experienced a boost in cinemas and home entertainment. Furthermore advanced cinemas also offer “4”D experiences by adding scent, airflow or tactile stimuli to the 3D film. Based on the limited cognitive capacity model of information processing and the levels- EMAC Conference of-processing effect theory, we investigate how the delivery modes of classic 2D compared to 3D nd 42

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or 4D (3D+scent) influence recall and recognition of brands placed in a prominent or in a subtle way. Results suggest that subtle brand placements are negatively affected by the enhancement of 3D or 4D as compared to 2D movies, whereas a prominent brand placement in the movie benefits from 3D technology. Some implications and directions for further research are addressed.

Keywords: Product Placement, 3D, Advertising Effectiveness

Investigation of E-Public Relations’ Adoption Construct Anastasios Panopoulos, University of Western Macedonia Prokopis Theodoridis, University of Western Greece Nasos Poulis, American University of the Middle East

The purpose of this study is to shed light on the adoption process of electronic public relations by public relations managers working for companies participating in the Athens Stock Exchange. After a thorough review of the innovation literature several factors concerning the adoption of electronic public relations as an innovation divided into three major categories a) Personal characteristics, b) Organizational characteristics, c) Environmental characteristics are examined with the use of structural equation modeling in an effort to better understand the current state of electronic public relations use and enhance attitudes toward electronic public relations adoption.

Keywords: Public Relations, Innovation, Electronic Communication EMAC Conference nd 42

334 Thursday, 6 June 2013 14:00 - 15:30

Session 14.07 Product and Brand Management

Session Title: Product and Brand Interaction Room: D101 Session Chair: Akinori Ono, Keio University

It Sounds Good! The Impact of Packaging Sound on the Perception of Packaging Material and Product Evaluation Gwenaëlle Briand Decre, University of Angers Caroline Cloonan, ISG Paris and Université Paris Dauphine Alice Zoghaib, ISG Paris and Université Paris Dauphine

Within the wide range of virtual consumption experience (TV commercials, online shopping), consumers can see or hear a product, but cannot touch it. If numerous studies have focused on the visual dimension of the packaging, the sense of touch has been the least studied sense in marketing and the auditory modalities (sound) have been largely neglected. In this research, we suggest that the sound of a packaging can create an evaluative response about its physical features even though the haptic sense is not activated. We also expect physical features of a packaging wrap to influence customers’ evaluation of the product. Using an experimental study, we show that consumers effectively use auditory cues to infer packaging and product quality.

Keywords: Packaging, Thickness, Pitch Sound

Cross-Category Buying of Private Label Brands: The Influence of Category Similarity and Brand Tier Magda Nenycz-Thiel, University of South Australia Jenni Romaniuk, University of South Australia

This paper examines consumers’ behaviour towards UK private label (PL) brands across four categories: soft drinks, chocolate, banking and fuel. The results show that cross-category PL purchasing is stronger between similar categories and PLs from the same tiers. However, the EMAC Conference nd 42

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relationship is weak to non-existent for unrelated categories (chocolate and banking). These findings provide implications for retailers regarding the stretch ability of PL brand’s strategy across categories and across different PL quality tiers. The findings also provide insights into the potential to cross sell PLs in unrelated categories to current PL buyers.

Keywords: Private Label Brands, Cross-Category Buying, Brand Extensions

Product and Ingredient Branding in a Mass Customization System Akinori Ono, Keio University Seiji Endo, Tokai University

Today, many customers prefer to order mass customized products (MC products) rather than simply to purchase mass-produced products because MC products can match individual needs and their prices are almost as low as standardized products. However, as there are more competitors introducing MC systems, manufactures are not capable of taking their advantage only with supplying MC products: It is becoming important to put attractive ingredients in their MC system. Previous studies of ingredient branding have suggested that manufacturers (product brands) should cooperate with suppliers (ingredient brands) who have strong competitiveness. However, is co-branding with powerful suppliers always the best strategy? In this study, the results of ANOVA show that power imbalances will diminish the level of trust in the channel dyad.

Keywords: Alcohol, Social Media, Regulation EMAC Conference nd 42

336 Thursday, 6 June 2013 14:00 - 15:30

Session 17.02 Sales Management and Personal Selling

Session Title: Interfunctional Coordination Room: D404 Session Chair: Paolo Guenzi, SDA Bocconi School of Management

Sales-Marketing Interface and Company Performance. Is Information Use the Missing Link? Tamara Keszey, Corvinus University of Budapest Wim Biemans, University of Groningen Avinash Malshe, University of St. Thomas

Over the last couple of years there has been an ongoing debate on how sales managers contribute to organizational value. Direct measures between sales-marketing interface quality and company performance are compromised, as company performance is influenced by a plethora of other factors. We advocate that the use of sales information is the missing link between sales-marketing relationship quality and organizational outcomes. We propose and empirically test a model on how sales-marketing interface quality affects managerial use of sales information, which in turn leads to enhanced organizational performance. We found that marketing managers rely on sales information if they think that their sales counterpart is trustworthy. Integration between the sales-marketing function contributes to a trust-based relationship.

Keywords: Information, Interface, Performance

Measuring Social Identity in Interfunctional Research in Marketing Belinda Dewsnap, Loughborough University Andrew Farrell, Aston University Milena Micevski, Loughborough University

Management of social identities is important for optimizing intergroup relations in organizations, and for overall organizational performance. Research on marketing’s intergroup relations EMAC Conference employs different social identity constructs. This leaves managers and academics confused nd as to what impact different social identity constructs have on organizational outcomes. We 42

337 14:00 - 15:30 Thursday, 6 June 2013

therefore tested the impact of competing social identity constructs (i.e., functional identity [FI], organizational identity [OI]) on important outcomes. We find different combinations of social identity constructs result in different levels of relationship quality and departmental performance, and that FI and OI measures provide more useful information than the accepted relative functional identity or OI measures in isolation. Academic and practical implications are advanced.

Keywords: Social Identity, Marketing-Sales Interface, Interfunctional

The Moderation Effect of the External Environment in the Relationship between Marketing-Sales Conflict and Company Performance: An Exploratory Investigation Konstantinos Lionakis, Athens University of Economics and Business George Avlonitis, Athens University of Economics and Business

This paper focuses on the relationship between Marketing-Sales conflict and company performance, investigating also the moderation effect of the external environment (in terms of market turbulence, competitive intensity and technological turbulence) within which the company operates in this relationship. Based on the data collected from both Marketing and Sales managers of 132 Consumer packaged goods companies, the study identify a negative effect of Marketing-Sales conflict on company performance, which becomes more negative in highly turbulent and competitive markets. The implications of the study are discussed.

Keywords: Conflict, Performance, Environment EMAC Conference nd 42

338 Thursday, 6 June 2013 14:00 - 15:30

Session 18.07 Services Marketing

Session Title: Frontline Employee Management Room: D203 Session Chair: Gielis Van Der Heijden, Eindhoven University of Technology

Disentangling The Effects of Role Stress on Service Performance: The Role of Frontline Employees’ Ideas for Improvement Gielis Van Der Heijden, Eindhoven University of Technology Jeroen Schepers, Eindhoven University of Technology Edwin Nijssen, Eindhoven University of Technology

This study examines how role stress can spark frontline service employee (FSE) initiatives to improve service delivery. While role stress may be harmful, it may also trigger FSEs to search for potential performance improvements. Survey and objective performance data from 134 FSEs reveal that role stress activates especially learning-oriented (as opposed to performance- oriented) FSEs to develop ideas for improvement that positively influence their efficiency and quality performance. By modeling this mediation mechanism, but also accounting for direct performance-limiting effects of role stress, we resolve the mixed results reported in prior literature. We also examine how managers can guide this process, and find that the increasing pressure from management to attain both efficiency and quality objectives increases FSE role stress.

Keywords: Frontline, Stress, Ideas EMAC Conference nd 42

339 14:00 - 15:30 Thursday, 6 June 2013

The Impact of Servicescapes on Employees and its Subsequent Effects on Customers’ Perceptions: A Multilevel Study Kostas Kaminakis, Athens University of Economics and Business Kalipso Karantinou, Athens University of Economics and Business Spiros Gounaris, University of Strathclyde

This study puts forward a multilevel conceptual framework that highlights the effect of servicescape-driven employee approach behavior on customer interaction quality perceptions. Although customer contact employees’ importance in shaping the customer’s overall experience is well established in the service literature, servicescape studies tend to focus only on the customer side, neglecting that atmospherics have multiple effects on the company employees as well, impacting on their ability and willingness to provide high quality services, and thus influencing the customer-employee interaction quality. The framework is tested in the context of restaurants, involving data collection from both employees and customers. The SEM and HLM analyses undertaken demonstrated significant effects, providing for the first time empirical evidence of the servicescapes’ influence on employee-customer interaction.

Keywords: Servicescapes, Hierarchical, Interaction

Service Convenience and Customer Citizenship Behaviour: An Empirical Examination Sanjit Kumar Roy, Coventry University Business School Walfried Lassar, Florida International University Vaibhav Shekhar, IBS Hyderabad

The purpose of this study is empirically test the impact of service convenience on customer citizenship behaviour. It further tested the mediating role played by service fairness, service quality and customer satisfaction. The above relationships were tested in the context of banking industry. The findings suggest that service convenience has a significant positive impacton service fairness and service quality. It was further found that service fairness significant influence both service quality and customer satisfaction. To conclude, the results showed that satisfied customers tend to spread positive word of mouth about the firm, help the company by providing feedback/ suggestions and help other customers to ensure smooth service delivery. EMAC Conference nd

42 Keywords: Service Convenience, Customer Citizenship Behaviour, Pls Path Modeling

340 Thursday, 6 June 2013 14:00 - 15:30

Session 19.07 Social Responsibility, Ethics and Consumer Protection

Session Title: Social Marketing I Room: D503 Session Chair: Catherine Janssen, Louvain School of Management

Enhancing CSR Communication Credibility: on the Use of Infomercials Catherine Janssen, Louvain School of Management Valérie Swaen, Louvain School of Management, UCL (Belgium) and IESEG School of Management

While prior research has investigated the role of content-specific and channel-specific factors in enhancing the credibility of a CSR communication, the potential influence of the communication format has been overlooked. This research investigates whether CSR infomercials may be perceived as more credible and lead to more positive consumer attitudes toward the company than standard CSR advertisements. Through an investigation of consumer responses to Unilever’s “Lipton for the Future” CSR communication campaign, this research examines how the characteristics of infomercials influence their perceived credibility. This paper thus provides valuable insights to marketers on how to design effective and credible CSR communications.

Keywords: Corporate Social Responsibility, Communication, Credibility

The Impact of Alcohol Sponsorships of University Events on Students’ Perceptions of the Events and Their Attitudes towards Alcohol and Alcohol Consumption Behaviour Faranak Abbaspuli, University of Minho Marjan Jalali, Universidade de Lisboa Minoo Farhangmehr, University of Minho

It is hypothesized that through repeated event sponsorships, alcohol companies are able to create a relationship with target consumers such that not only the physical presence, but even non- conscious exposures to alcohol companies’ sponsorship, can trigger the pursuit of relationship EMAC Conference goals in consumers. These goals can in turn affect consumers’ attitudes and behaviourstoward nd 42

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alcohol consumption. Based on goal systems theory and research findings from the field of automaticity, this study has carried out an empirical examination of the impact of alcohol companies’ sponsorship of university events on students’ perceptions of the events, and their attitudes and behaviours toward alcohol and its consumption.

Keywords: Goal Systems Theory, Social Marketing, Sponsorship

Towards an Understanding of the Role of Place Attachment in Developing Regulations on Curbing Smoking in Private Shared Places Sara Parry, Wales University, Bangor Louise Hassan, Bangor University Edward Shiu, Bangor University Kathy Hamilton, Strathclyde University

This paper discusses how place attachment theory can guide future research to inform policy responses on smoking regulation in private shared places such as homes and cars. People develop complex relationships with places as they seek to control them and use them for identity formation. An important factor in the development of an attachment to a place is the presence of significant others who share the place. In the case of smoking, significant others sharing the enclosed environment can have an impact on where smoking is permitted. This has the potential to negatively affect the smoker in terms of forming an effective attachment with the place, the development of self-identity and coping with stigmatization. Formal regulation is contentious in this policy area as privacy is often held as a fundamental right yet this must be balanced against the right, by others, to live in a healthy environment.

Keywords: Smoking, Place Attachment, Person-Process-Place Model

Counterproductive Environmental Performance Displays: Lessons from the Automotive Sector Florence Benoit-Moreau, Paris Dauphine University Beatrice Parguel, Paris Dauphine University

Using classical models of information processing and persuasion, this study examines the efficiency

EMAC Conference of European Directive 1999/94/EC, pertaining to automotive carbon emission information, as nd

42 a means to encourage more sustainable consumption patterns. The Directive requires European

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carmakers to display their vehicles’ carbon emissions prominently in advertisements. An experiment conducted with a representative sample of consumers reveals that this obligation is counterproductive among non-expert consumers. The display of environmental information might have better effects if it were to use a color-coded grading scale to help them. Beyond this recommendation, the authors discuss some implications for public policy makers.

Keywords: Environmental Labeling, Sustainable Consumption, Public Policy EMAC Conference nd 42

343 16:00 - 17:30 Thursday, 6 June 2013

THURSDAY - 16:00 - 17:30

Session 01.09 Advertising, Promotion and Marketing Communications

Session Title: Consumer Attitudes Room: D201 Session Chair: Natalie Neumann, Ludwig-Maximilians University Munich

Rumor Has It: An Analysis of Rumors in the Context of Product Introductions Thomas Kilian, University of Koblenz-Landau Eva Hammes, University of Koblenz-Landau Kathrin Greuling, University of Koblenz-Landau Manuel Wagner, University of Koblenz-Landau

This article examines comments posted in an online forum that are reactions to rumors about product launches by the computer manufacturer Apple. First, we identify three different types of responses to rumors in the lead up to product launches: affective, cognitive, and conative responses. Second, we determine different communication roles among the users of this forum with the help of cluster analysis. Finally, implications for practice are examined primarily regarding the value of different types and roles of word-of-mouth communication.

Keywords: Rumors, Attitude, Forum EMAC Conference nd 42

344 Thursday, 6 June 2013 16:00 - 17:30

Transferring the Capabilities of Digital Media to Print Advertisements – An Investigation of The Effects of Interactive and Vivid QR Code Content on Consumer Attitudes and Behavior Natalie Neumann, Ludwig-Maximilians University Munich Nina Blankenberg, Ludwig-Maximilians-University Munich Meyer Anton, Ludwig-Maximilians-University Munich

With the increasing penetration of smartphones, QR codes have gained growing attention in marketing theory and praxis. QR codes bridge the gap between traditional and new media. Advertisers that integrate a QR code into their print advertisements can take advantage of the specific capabilities of digital media, namely interactivity and vividness, in order to enrich static print ads. We expect increased levels of attitudinal and behavioral effects for consumers that scan a vivid or interactive QR code compared to those that do not scan the QR code. The results of an experiment suggest increased mean values for Attitude towards the Ad (Aad), Attitude towards the Brand (Abr), Purchase Intention (PI), and Word of Mouth (WoM). Additional path analyses using structural equation modeling were conducted in order to better understand the underlying process.

Keywords: QR Code, Interactivity, Vividness

Understanding Consumer-Generated Advertising for Mainstream Fashion Goods Athanasios Krystallis, Aarhus University Polymeros Chrysochou, Aarhus University

This paper provides empirical evidence about the existence of the source effect in the context of consumer-generated advertising (CGA) for mainstream fashion goods. In particular, it investigates consumer perceptions towards the creator and the message in a CGA as opposed to a company-created ad, and if those perceptions influence general consumer attitudes towards the ad, attitudes towards the brand, as well as consumers’ purchase intention. An online 2x2 between-subjects experiment was constructed in which participants were exposed to an actual CGA or an actual company-created ad for a mainstream fashion brand; moreover, subjects were provided different information about the source of these commercials. The results showed that EMAC Conference nd 42

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consumers perceived the creator of the ad to be more trustworthy and had more positive overall attitude towards the ad after being exposed to the actual consumer-generated commercial.

Keywords: Consumer-Generated Ad, Source Effect, Source Credibility

The Roles of Consumer Ethnocentrism and Cosmopolitanism in Sponsorship Effects Marc Mazodier, University of South Australia Richard Lee, University of South Australia

Using a latent growth modeling (LGM) approach, this study examines the influence of consumer ethnocentrism and cosmopolitanism on the affect and trust towards a sponsored brand from a foreign country. Surveying 577 participants at three points in time (before, at the beginning, and at the end of the 2012 London Olympics), the results show that brand affect and brand trust increase linearly over time. However, consumer ethnocentrism towards the sponsored brand reduces the increases in both brand affect and brand trust. By contrast, cosmopolitanism accentuates brand affect and brand trust improvements.

Keywords: Sponsorship, Ethnocentrism, Cosmopolitanism EMAC Conference nd 42

346 Thursday, 6 June 2013 16:00 - 17:30

Session 02.08 Business-to-Business Marketing and Networks

Session Title: Solutions and Buyer Power Room: D303 Session Chair: Andreas Eggert, University of Paderborn

Increasing Customers’ Willingness to Pay for Hybrid offerings: The Impact of Price Presentation Formats Andreas Eggert, University of Paderborn Wolfgang Ulaga, IMD Lausanne Michael Steiner, WWU Muenster Klaus Backhaus, WWU Muenster

Based on a conjoint study among 453 purchasing managers in the German machine building industry, we find that industrial customers’ willingness to pay for hybrid offer-ings is significantly higher when the offering is presented in a price menu versus pack-aged price presentation format. This perceptual bias is particularly pronounced in long-standing supplier relationships, among buyers with strong purchasing power procuring important core products, and among experienced buyers who perceive the purchasing task as personally risky. Our results show that suppliers can influence their customers’ WTP at virtually no cost by merely altering the price presentation format, ultimately improving their bottom line results.

Keywords: Pricing, Hybrid offerings, Conjoint analysis

Capturing Value in Business Solutions – Strategic Paths from an Interactive System Perspective Katharina Windler, Lucerne University of Applied Sciences Uta Jüttner, Cranfield University and Lucerne University of Applied Sciences and Arts Stefan Michel, IMD Christian Thol, Cranfield University Adrienne Schäfer, Lucerne University of Applied Sciences and Arts EMAC Conference nd

How can suppliers evaluate whether or not their strategic decisions will lead to making money 42

347 16:00 - 17:30 Thursday, 6 June 2013

from business solutions? To investigate this issue, we take strategic choice theory as the theoretical underpinning of our research and draw on empirical data from in-depth interviews with 23 top managers in international solution supplying companies. From the data analysis, 17 strategic interactions between solution actors of the value system are identified and structured into an integrative framework. With the help of the framework, strategic paths for supplier value capturing are modelled as specific configurations of strategic interactions. It can be concluded that a supplier’s ability to anticipate the complex strategic interplay in the solution context is crucial for value capturing.

Keywords: Integrated Solutions, Co-Creation Value, Strategic Choice Theory

The Effect of Multiple Sourcing on Buyer Control in Industrial Buyer- Seller Relationships Arnt Buvik, Molde University College Otto Andersen, Agder University Aksel Rokkan, Norwegian School of Economics and Business Administration

Single and multiple sourcing represent different strategies for organizing buyer-seller relationships. This paper explores the effect of sourcing strategy and employment of specific assets on hierarchical governance in supplier-manufacturer relationships. When the supplier firm is the sole supplier, there is a strong and positive association between supplier asset specificity and buyer control due to the prospect of opportunism and subsequent need for safeguarding. This effect is significantly diminished when the manufacturing firms use multiple sourcing, which indicates that a multiple sourcing strategy acts as a safeguarding mechanism that mitigates possible opportunism and the subsequent need for hierarchical governance.

Keywords: Sourcing Strategy, Industrial Buyer-Seller Relationships, Buyer Control

Investigating Triadic Value Creation in Reference Networks - Insights From Solution and KIBS Business Leena Aarikka-Stenroos, Turku School of Economics Elina Jaakkola, Turku School of Economics Anne Jalkala, Lappeenranta University of Technology EMAC Conference nd

42 This study explores the role of customers as co-marketers in BtoB markets and triadic value creation in reference networks consisting of sellers, buyers, and reference customers.The paper 348 Thursday, 6 June 2013 16:00 - 17:30

contributes by developing a framework depicting how the actors of triadic reference network facilitate value creation for each other.

Keywords: Customer References, Value, Buyer-Seller Relationships

Session 03.12 Consumer Behaviour

Session Title: A Matter of Decision 1: The Role of Information and Consistency Room: D103 Session Chair: Nilüfer Aydınoğlu, Koç University

Analysing The Negativity Effect of Online Reviews Arne Floh, University of Surrey Monika Koller, WU Vienna Alexander Zauner, WU Vienna

This study tests the asymmetric effect of user-generated, open-ended online reviews on online shopping behaviour (intention-to-buy, intention-to-recommend, and willingness-to-pay). Three online experiments involving manipulating the valence intensity of online reviews for hotels, books, and running shoes (overall customer sample of n=818) provide empirical support for the proposed relationship. The valence intensity of online reviews moderates the effect of online reviews on purchase intentions. In other words, a significant change in online shopping behaviour was found for positive medium and strong reviews, but not for negative ones. Based on these findings, managers should encourage customers to share their positive consumption- related experiences by offering strong arguments that will convince other customers.

Keywords: Online Review, Valence Intensity, Online Experiment EMAC Conference nd 42

349 16:00 - 17:30 Thursday, 6 June 2013

The Interactive Effects of Regulatory Focus and Information Accessibility and Diagnosticity on Consumer Decision-Making Flora Kokkinaki, Athens University of Economics and Business Zoi Anagnostidou, Athens University of Economics and Business

The present research draws upon regulatory focus theory and the accessibility-diagnosticity framework to determine whether consumers engage in attitude- vs. attribute-based processing when making memory-based decisions. It was hypothesized that information accessibility and diagnosticity interact with the individual’s regulatory focus to determine this mode of processing. The results of two studies support the hypothesized effects and indicate that when faced with highly diagnostic and accessible attributes, promotion-focused consumers, who generally engage in less systematic processing, switch to an elaborate processing style. Prevention-focused consumers, on the other hand, who prefer effortful processing strategies, adopt a less systematic, attitude-based approach when attribute information is neither accessible nor diagnostic.

Keywords: Information Processing, Regulatory Focus, Accessibility-Diagnosticity Framework

Exposure to Sex Cues: Does Size Matter? Christophe Labyt, Ghent University Mario Pandelaere, Ghent University

Choosing between different options encompasses the risk of making a suboptimal or wrong choice. This risk becomes even more vivid when making a choice from a large assortment, because more (wrong) options are available. We argue that exposure to sex cues facilitates the process of making a choice from a large assortment because it lowers men’s reluctance to make a risky choice. Experimental evidence confirms our arguments and demonstrates the malleability of a so called situation of choice overload.

Keywords: Choice Overload, Sex Cues, Decision Difficulty EMAC Conference nd 42

350 Thursday, 6 June 2013 16:00 - 17:30

When Being Consistent Matters: The Effect of Valence Consistency on Review Helpfulness Simon Quaschning, University College Ghent Mario Pandelaere, Ghent University Iris Vermeir, University College Ghent/ Ghent University

When evaluating the helpfulness of online reviews, review valence is a particularly relevant factor. This paper explores the role of review consistency on review helpfulness and the underlying rationale of this effect. Using both real life and experimental data, we show that the consistency of a review’s valence with other available reviews determines perceived helpfulness. This consistency effect is explained by the attribution theory. Because consistent reviews are more likely to be attributed to external factors that are more informative of the actual product quality, they are perceived as more helpful.

Keywords: Review Helpfulness, Attribution Theory, Review Valence

Session 03.13 Consumer Behaviour

Session Title: A Matter of Decision 2: The Role of Involvement, Aesthetics, and Time Room: D102 Session Chair: Joachim Vosgerau, Carnegie Mellon University

Bridging the Attitude-Behavior Gap in Healthy Food Consumption: The Moderating Role of Implicit Associations Stefan Hoffmann, University of Kiel Robert Mai, University of Kiel

The purpose of this paper is to help explaining the attitude-behavior gap in food decision making. In particular, the study examines the interplay between implicit food associations and explicit nutrition-related self-efficacy. In three empirical studies, this paper combines questionnaire EMAC Conference data with the Implicit Association Test. The series of studies demonstrates that the influence nd of nutrition self-efficacy is moderated by food associations that are activated automatically and 42 351 16:00 - 17:30 Thursday, 6 June 2013

unconsciously. Ceteris paribus, consumers with a high ability to maintain and achieve healthy eating behave in the intended way only if implicit associations are positively connoted (e.g., “healthy food products are tasty”). A mediated moderation model shows that the interaction effect exerts its influence via general food preferences. Based on the findings, implications for marketers and directives for policy makers are developed.

Keywords: Healthy Nutrition, Implicit Association, Self-Efficacy

Unavailable Cake on the Menu: How Phantom Compromise Alternatives Alter Indulgence Tendencies Yuanyuan Liu, ESSEC Business School Timothy B. Heath, HEC Paris Ayse Önçüler, ESSEC Business School

Four experiments show that compromise-but-unavailable “phantom” alternatives systematically alter indulgence tendencies. Study 1 shows that such alternatives can increase indulgence, an effect replicated in Study 2 which further indicates mediation from phantom-driven reductions in anticipatory guilt and regret. Studies 3 and 4 then reverse the effect by moderating hedonistic tendencies: Study 3 reverses the effect using a self-control-oriented prime, whereas Study 4 does so using reference states to make the choice alternatives appear relatively virtue or vice a priori. The results implicate latent desires (those not reflected in control/baseline shares) that phantom-compromise alternatives can leverage to alter choice.

Keywords: Self-Control, Indulgence, Phantom

Depreciation of the Past: Diagnostic Behaviors Have a Longer-Lasting Impact than Non-Diagnostic Behaviors Joachim Vosgerau, Carnegie Mellon University Laura Brandimarte, Carnegie Mellon University Alessandro Acquisti, Carnegie Mellon University

Future negative events are discounted less, and past negative events have a longer lasting impact than positive events. We test whether this ‘bad has a longer lasting impact than good’

EMAC Conference principle also holds for judging people. In three experiments, we demonstrate that it is not bad nd

42 but diagnostic behaviors that have a longer lasting impact. Past diagnostic behaviors (immoral

352 Thursday, 6 June 2013 16:00 - 17:30

acts, greedy allocations in a dictator game, and intelligent behaviors) are shown to have a longer lasting impact on impressions of—and money allocations to—an individual than her past non- diagnostic behaviors (moral acts, generous allocations, and unintelligent behaviors).

Keywords: Impression Formation, Temporal Discounting, Behavioral Decision Theory

Session 04.08 Innovation and New Product Development

Session Title: R&D and Market-Based Capabilities Room: D302 Session Chair: Destan Kandemir, Bilkent University

Explaining Cross-Country Differences in The Effects of R&D Expenditures on Risk and Stock Returns Paul N Gobo, University of Orléans Hubert Gatignon, INSEAD

We examine the extent to which investors’ response to R&D expenditures differs across a broad range of countries. We test hypotheses about the role played by institutional factors in explaining cross-country differences in investors’ response to R&D expenditures. Our analysis is based on data from more than 5,000 companies in 25 countries over 14 years. A hierarchical linear model with latent variables is estimated simultaneously on this global database. Our analysis reveals that the effects of R&D on stock returns, systematic risk, and idiosyncratic risk vary significantly across countries. In particular we establish that the way a country protects investors’ interests, the innovativeness of the country and its religious affiliations explain the extent to which R&D expenditures influence stock returns, systematic risk and idiosyncratic risk. We discuss the implications of these results for a firm’s global value creation through innovation strategies.

Keywords: R&D Investments, Stock Returns, Multilevel Latent Factor Models EMAC Conference nd 42

353 16:00 - 17:30 Thursday, 6 June 2013

The Synergetic Effect of Innovation Orientation with Proactive and Responsive Market Orientation on Business Performance – A Longitudinal Assessment Nikolai A. Jaeger, RWTH Aachen University

The present study investigates the short- and long-term effects of innovation orientation (IO) with both responsive and proactive market orientation (MO) on a firm’s profitability. Marketing scholars have discussed the two approaches of “making products and selling them” vs. “finding needs and filling them” as being totally distinct. I argue that both orientations can complement each other. The arguments are tested on longitudinal cross-sectional data of US companies from 2002 to 2010. The results suggest that the synergetic effects of IO and responsive MO cause short-term gains but long-term losses; contrary to those of IO and proactive MO.

Keywords: Longitudinal, Innovation Orientation, Market Orientation

The Effect of Technological Turbulence on The Success of New Products Marcelo Perin, Pontifical Catholic University of Rio Grande Do Sul Cláudia Simões, The Open University Business School Cláudio Sampaio, Pontifical Catholic University of Rio Grande do Sul Mirela Jeffman Dos Santos, Pontifical Catholic University of Rio Grande do Sul

This study aims to analyze the influence of consumer orientation (CO), learning orientation (LO) and innovation orientation (IO) on the ability to develop new products (ADNP). The research further analyzes the effect of ADNP on new products’ success (NPS), as well as the influence of technological turbulence (TT) on the relationship between the ADNP and NPS. We surveyed Brazilian industrial companies. Findings showed a positive effect of CO, LO and IO in ADNP and in NPS. Additionally, results suggested IO as the strongest antecedent of ADNP and TT as a moderator for the relationship between ADNP and NPS.

Keywords: Innovation, NDP, Turbulence EMAC Conference nd 42

354 Thursday, 6 June 2013 16:00 - 17:30

Session 05.08 International and Cross-Cultural Marketing

Session Title: Cross-Cultural Research Room: D202 Session Chair: John Cadogan, Loughborough University

Organizational Capabilities Drivers and Financial Performance Implications of Green Competitive Advantage in Global Hotel Chains Leonidas C. Leonidou, University of Cyprus Constantinos N. Leonidou, University of Leeds Thomas A. Fotiadis, University of Cyprus Bilge Aykol, Dokuz Eylül University

Based on the dynamic capabilities paradigm, this study develops and tests a model of antecedents and outcomes of an eco-based competitive advantage in the global hotel industry. Data obtained from 102 global hotel chains revealed that certain organizational capabilities are conducive to creating a competitive advantage associated with green issues, which in turn positively affects the hotel chain’s financial performance in global markets. It is also shown that certain aspects of the hotel chain’s international strategy, namely foreign entry through joint ventures and decision-making decentralization, have a strong positive moderating effect on the link between competitive advantage and financial performance.

Keywords: Environmental Marketing, Organizational Capabilities, Global Hotel Industry

The Influence of Individual-Level Cultural Values on Antecedents of Perceived Value of A Social Marketing Website: A Multi-Country Analysis Edward Shiu, Bangor University Sara Parry, Bangor University Louise Hassan, Bangor University Gianfranco Walsh, Friedrich-Schiller-Universitaet Jena EMAC Conference nd This research examines a conceptual model linking perceived value of a social marketing website 42

355 16:00 - 17:30 Thursday, 6 June 2013

to two antecedents (trust in the website and attitude toward the website) with individual differences based on cultural constructs (individualistic orientation and uncertainty avoidance) as the underlying individual-level factors impacting the antecedent constructs. Based on a large web-based survey capturing the views of 1845 consumers from seven European Union Countries, structural equation modeling analysis was used to test the model. The results suggest that individualistic orientation affects consumers’ trust in, but to a lesser extent their attitude toward the website. Trust impacts on attitude which in turn strongly affects the perceived value of the website. A mixed set of results are found for the role of uncertainty avoidance.

Keywords: Web, Value, Culture

Sharing From Social Comparison Theory Perspective: A Cross-Cultural Study of French and Japanese Adolescent Daughters’ Mothers Elodie Gentina, Skema Business School Junko Yamagami Kimura, Hosei University Mototaka Sakashita, Keio University Isabelle Decoopman, Skema Business School

This research introduces a social comparison framework to study the mechanisms underlying mothers’ sharing practices with their adolescent daughters in two national cultures: Japan, a collectivistic national culture, and France, an individualistic culture. Using an interpretive approach, this study shows that social comparison processes and their motives differ across cultures, reflecting differences between individualistic and collectivist societies. The interpersonal comparison process predominates in France, whereas an intergroup comparison process emerges in Japan. Moreover, self-perception and self-improvement are the primary motives for mothers’ social comparisons in individualistic cultures, whereas self-enhancement is more valued in collectivist countries.

Keywords: Social Comparison, Sharing, Cross-Cultural Study EMAC Conference nd 42

356 Thursday, 6 June 2013 16:00 - 17:30

Session 07.04 Marketing of Public and Non-Profit Organisations

Session Title: Non-Profit Marketing Room: D305 Session Chair: María José Sanzo, University of Oviedo

How to Improve the Cost-Effectiveness of Nonprofit Organizations: The Effect of Human Resources, Information Technology, and Communication Strategies María José Sanzo, University of Oviedo Luis Ignacio Álvarez, University of Oviedo Marta Rey, Universidade da Coruña Nuria García, University of Oviedo

This research analyzes three critical managerial support functions in which nonprofits are at a clear disadvantage compared with the for-profit sector. Specifically, the study focuses on foundations, as a distinct, fast-growing type of nonprofit, and evaluates the influence of human resources, information technology, and communication strategies on their cost-effectiveness, as measured by the quotient of the foundation’s total assets and the number of beneficiaries attended. Empirical research combines a survey to a representative sample of 325 Spanish foundations, with information available in foundation registries and other public sources. The estimation of a linear regression model served to analyze the data. The results confirm the positive effect of those business competences on the foundation´s social impact.

Keywords: Nonprofit Organizations, Cost-Effectiveness, Resources and Capabilities EMAC Conference nd 42

357 16:00 - 17:30 Thursday, 6 June 2013

Scare Me to Stop: The Effectiveness of Physical and Social Fear Appeals on Different Audiences in Anti-Drink Driving Campaigns Davide Christian Orazi, University of Melbourne Jing (jill) Lei, University of Melbourne Liliana Bove, University of Melbourne

This study investigates the effectiveness of different fear appeals employed in an anti-drink driving advertisement, considering the message effectiveness on both adopters and non- adopters of the drink-driving behavior. The results of an empirical study with 210 participants drawn from the US adult driving population show that, for adopters, a physical threat used in public service advertising is more effective than a social threat in arousing fear, changing behavioral intentions and reducing maladaptive behaviors. For non-adopters, a social threat is more effective in changing behavioral intentions, whereas a physical threat is more effective in arousing fear and reducing maladaptive behaviors. Implications for public communication campaigns are discussed.

Keywords: Fear Appeals, Public Service Advertising, Social Marketing

Fair Trade as a Social Innovation: New Insights Based on Appropriation and Social Identity Theory Lucie Sirieix, SupAgro Patricia Gurviez, AgroParisTech

In this study we aim to understand the reasons why people do not consume Fair Trade products in spite of their positive image. Studying customers in a cafeteria context, we used a methodology combining a self-administered questionnaire (71 respondents), an in sİTU observation of the choices of FT stewed fruit desserts (an average 148 meals a day for four weeks), and 18 in-depth interviews. Consumers seem to be interested in information on FT and willing to choose FT products but are quick to lose interest. The interviews reveal the pitfalls of the representational process, which could explain the absence of social appropriation by a group of consumers. Beyond FT, this research highlights the need to further explore the concepts of social identity and appropriation to understand the resistance to social innovation.

EMAC Conference Keywords: Fair Trade, Social Innovation, Social Identity Theory nd 42

358 Thursday, 6 June 2013 16:00 - 17:30

Session 12.07 New Technologies and E-Marketing

Session Title: Online Consumer Intention and Choice Room: D504 Session Chair: Burç Ülengin, İstanbul Technical University

Utilitarian and Hedonic Value as Drivers of Online Consumer Intentions: A Cross-Culture Study Mine Diren, Lausanne University / HEC Lausanne Jean-Claude Usunier, University of Lausanne / HEC Lausanne Mary Gilly, University of California, Irvine Tianjun Feng, Fudan University

This paper aims to first understand drivers of online consumer intentions and secondly if there is cultural variance regarding these drivers. Specifically, a model of utilitarian and hedonic value as drivers of online purchase intention, WOM intention, and patronage intention is tested in four countries that represent different cultural dimensions: the US, Switzerland, China, and Turkey. The results provide strong empirical evidence across countries for the role of utilitarian and hedonic value as drivers of online intentions. In addition, differences regarding the strength of utilitarian vs. hedonic value effects are found across countries providing implications for international website design.

Keywords: Online Shopping, Culture, Hedonic and Utilitarian Values

Shopping Motives in Mobile Commerce: The Impact of Mobile Devices on Consumers’ Purchase Intention Julia Meik, Zeppelin University Marc Linzmajer, Zeppelin University Christian Brock, Zeppelin University Markus Blut, Newcastle University Business School Klaus Schoefer, Newcastle University Business School EMAC Conference nd

Although recent marketing research has emphasized the increasing importance of m-commerce, 42 it has missed to consider contextuality regarding different forms of m-commerce resulting from 359 16:00 - 17:30 Thursday, 6 June 2013

different wireless devices or channels. That is why this study contrasts the two mobile devices: smartphone and tablet. With respect to the theoretical and managerial importance we want to shed some light on this topic by examining shopping motives of these different mobile channels and their influence on consumers’ purchase intention. We find that shopping motives differ regarding the use and purchase via smartphone vs. tablet and point out first implications and avenues for further research.

Keywords: Mobile Commerce, Shopping Motives, Purchase Intention

Session 12.08 New Technologies and E-Marketing

Session Title: Online Customer Engagement Room: D502 Session Chair: Antonio Hyder, University of Toulouse, Toulouse Business School

Proposal of a Web Site Engagement Measurement Antonio Hyder, University of Toulouse, Toulouse Business School Enrique Bigné, Universitat de València

We propose a Web site engagement measurement, reveal its dimensions and suggest an academic definition of this measurement. Furthermore we analyse the relationship of Web site engagement with three potential antecedents in a model contrasted with an online data acquisition Web site capable of tracing remotely Web behavior both within a Web page and within a Web site. Results confirm the dimensions of Web site engagement and the relevance of this measurement for online managers. We demonstrate how computer metrics do not predict Web site engagement and how surveys are required for its assessment.

Keywords: Engagement, Aesthetics, Clickstreams EMAC Conference nd 42

360 Thursday, 6 June 2013 16:00 - 17:30

The Influence of Music Mode and Music Tempo on Consumers’ Risk- Taking Behavior Dagmar Abfalter, University of Innsbruck Alexandra Brunner-Sperdin, University of Innsbruck Robert Schorn, UMIT - University for Health Sciences, Medical Informatics and Technology

Consumers continuously take decisions under risk when they purchase products or services. In marketing research, music serves as a consciously or non-consciously perceived atmospheric factor in consumption situations. Prior research gives evidence for a relationship between music and consumers’ mood as well as for an effect of mood on risk-taking behavior. However, the question whether music plays a role in consumers’ propensity to risk remains largely unexplored in an economic context. We develop an experimental research design considering the structural elements music tempo and music mode to gain empirical evidence for the relationship between music and risk-taking behavior in financial settings.

Keywords: Music, Risk, Experiment

Understanding Online Customer Engagement Behavior: The Facebook Perspective Sofie Bitter, Klagenfurt University Sonja Grabner-Kräuter, Alpen-Adria-Universität Klagenfurt

With the advent of online social networks (OSNs), the way consumers engage with brands and companies has changed significantly. Though, little is known about the features of customer engagement behavior (CEB) in social media. The purpose of this study is to examine antecedents and moderators of CEB in OSNs. Data were collected by means of an online questionnaire (N=358). The proposed hypotheses, grounded in the theory of planned behavior and social practice, are tested with structural equation modeling. Results confirm the suggested model and the moderating effects of information privacy concerns and the number of friends a user has.

Keywords: Facebook, Customer Engagement Behavior, Trust EMAC Conference nd 42

361 16:00 - 17:30 Thursday, 6 June 2013

The Importance of Perceived Interactivity for Customer Engagement on Social Media Brand Pages (funded by the UMass Healey Grant) Benedikt Jahn, Ludwig-Maximilians University Munich Ana Jakić, Ludwig-Maximilians-University Munich Werner Kunz, University of Massachusetts

The concept of customer engagement has an increasing importance in recent literature. Social media brand pages, like fan pages on Facebook, are interactive tools, empowering customers to engage and participate in brand communication. However, the exact drivers of customer engagement on social media brand pages are still unknown. Therefore, the present study investigates the success factors of social media brand pages by means of a quantitative field study. The results indicate that company and member interactivity are crucial success factors for driving customer engagement independent of the brand attitude. Based on the results, managerial implications are derived.

Keywords: Interactivity, Customer Engagement, Social Media Brand Page

Session 13.04 Pricing and Financial Issues in Marketing

Session Title: Presentation and Evaluation of Price Room: D403 Session Chair: Ayşe Kocabıyıkoğlu, Bilkent University

Price War Journalism: Oil on the Fire? How Media Coverage Impacts Consumers and Investors Harald Van Heerde, Massey University Els Gijsbrechts, Tilburg University Koen Pauwels, Özyeğin University

How do the media react to a price war and how does this coverage impact customer and investor EMAC Conference

nd reaction over time? Does the amount and tone of media coverage further stimulate the price war 42 spiral (oil on the fire) or attenuate it (oil on the water)? We show that consumers and investors 362 Thursday, 6 June 2013 16:00 - 17:30

do not just respond to price changes, but also to media coverage about the price war. While consumers react positively, the investors’ response is mixed. Retailers strongly react to press on the price war, further lowering prices. Thus, journalism indeed acts as oil fueling the price war fire.

Keywords: Media coverage, Price war, Econometrics

Evaluating the Differential Country-of-Origin Effects across Market Segments: Pricing Implications for the Car Market Charalampos Saridakis, Leeds University Business School George Baltas, Athens University of Economics and Business

Price-related consequences of the country-of-origin (COO) cue have been widely neglected in the literature. This paper applies hedonic price analysis to examine COO effects on new car prices. The application of our models to an extensive dataset demonstrates that prices of new cars reflect not only implicit prices of performance and technological characteristics but also price distortions that arise out of COO heterogeneity. Moreover, by allowing model parameters to vary across car-types segments, we capture patterns of differential attribute and COO effects on prices. The paper provides new interesting insights into critical issues for pricing strategy. It demonstrates the role of COO, segments, and observed product differences in the price structure of the automobile market and offers clear implications for manufacturers.

Keywords: Country-Of-Origin, Price Premiums, Hedonic Price Analysis EMAC Conference nd 42

363 16:00 - 17:30 Thursday, 6 June 2013

Session 14.08 Product and Brand Management

Session Title: Stakeholders & Branding Room: D101 Session Chair: Selime Sezgin, Bilgi University

Understanding Processes of Multi-Stakeholder Brand-Interessement Sylvia Von Wallpach, University of Innsbruck Andrea Hemetsberger, University of Innsbruck Niels Kornum, Copenhagen Business School

The new “stakeholder-focus brand era” (Merz, He, & Vargo 2009, p.337) puts stakeholders and their role in brand co-creation center stage. Yet, insights into the dynamics of multi-stakeholder brand co-creation are still sparse. Applying a network theory approach, this article advances stakeholder-oriented branding theory by investigating into discursive strategies multiple stakeholders use to engage in and mobilize brand networks on social media sites. An empirical investigation into two prominent online LEGO sites uncovers the role of social media sites as actors, and the interests and respective discursive strategies of stakeholders involved in co- creating the brand LEGO.

Keywords: Stakeholder, Brand Co-Creation, Actor-Network Theory

Employee During the Day, Consumer at Night: How Multiple Stakeholder Roles Impact Brand Meaning Maria Kreuzer, University of Innsbruck Sylvia Von Wallpach, University of Innsbruck Martina Bauer, University of Innsbruck

A brand’s stakeholders often not only belong to one stakeholder group, but are members of multiple groups. This article builds on identity theory to illustrate how multiple stakeholder EMAC Conference nd 42

364 Thursday, 6 June 2013 16:00 - 17:30

roles can lead to multiple role identities and related episodic brand meaning. To gain insights into the role-dependency of brand meaning, we conducted narrative interviews with employees of a globally operating emergency vehicle producer, who are also volunteering in the emergency service. The results illustrate how content and structure of episodic brand meaning varies depending on the role a stakeholder adopts. Our findings have important implications for internal and external brand management.

Keywords: Brand Meaning, Role Identities, Identity Theory

The Employer Brand Value Chain - How an Employer Brand Impacts Financial Value Kristina Klein, University of Cologne Franziska Völckner, University of Cologne Marc Fischer, University of Cologne Dirk Sliwka, University of Cologne

Employer branding has become a popular topic among practitioners due to demographic developments (ageing popularity) and skills shortage. However, literature in the marketing discipline about employer branding is surprisingly scarce. We introduce the concept of the “employer brand value chain”, which aims to explain the link between employer branding activities and a company’s overall (financial) value. By incorporating several intermediate constructs (e.g., employee productivity), our study aims to explain how these employer branding activities create value for the company. Moreover, we also consider a potentially important moderator of this relation, namely the brand architecture of the company’s consumer brands.

Keywords: Brand Management, Employer Branding, Financial Value EMAC Conference nd 42

365 16:00 - 17:30 Thursday, 6 June 2013

Session 18.08 Services Marketing

Session Title: Managing Services Room: D203 Session Chair: Michel Rod, Carleton Univeristy

Thinking of Customer Orientation From a Relational Demography Perspective Jeffrey Boichuk, Unversity of Huston Seigyoung Auh, Thunderbird Unviersity Narongsak Thongpapanl, Brock University

This study draws on a relational demography perspective to examine the relationship between service employees’ relative level of customer orientation (CO) and job engagement. To this end, the authors introduce CO asymmetry and CO diversity to the marketing literature, which capture a service employee’s relative stance compared to coworkers on CO at the individual level and dispersion among coworkers on CO at the group level, respectively. Data from service employees in Canada and South Korea provide general support for an inverted-U relationship between CO asymmetry and job engagement, as well as a negative relationship between CO diversity and job engagement.

Keywords: Asymmetry, Diversity, Engagement

Does the Service-Profit Chain Hold True? A Meta-Analysis Tönnjes Eller, Catholic University of Eichstätt-Ingolstadt Jens Hogreve, Catholic University of Eichstaett-Ingolstadt Anja Iseke, University of Paderborn Klaus Derfuss, University of Hagen

The service-profit chain is a prominent management concept that links intra- and extra- organizational investments to financial performance, yet empirical validation of this concept is EMAC Conference

nd scarce and research results are sometimes inconsistent. The authors test the SPC by conducting 42 a meta-analysis in combination with SEM and graphical Gaussian model, which is new to

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marketing literature. The findings suggest that the SPC does not sufficiently incorporate alternative mechanisms that interfere with its propositions. Nevertheless, the results underpin one of the SPC’s main suppositions that employee and customer satisfaction are pivotal to long- term business success.

Keywords: Correlation Network Analysis, Meta-Analysis, Service Profit Chain

Service Innovation: A Social Construction View Cristina Mele, Federico II University of Naples Roberta Sebastiani, Università Cattolica del Sacro Cuore Daniela Corsaro, Università Cattolica del Sacro Cuore

In this study we explore service innovation as a collective phenomenon of new meanings creation and sharing. We shift the attention from the content of the innovative offering to the processes through which the innovation is created in service systems. Empirically we present the case of three companies operating in the food industries, Diet to Go, Eat’s and Gambero Rosso. We find out that the process of service innovation occurs through actors participating and sharing new value co-creation logics. A recursive on-going process arises where meanings are built collectively. Service innovation becomes a story of social construction through a process of sense-making.

Keywords: Service Innovation, Social Construction, Case Studies EMAC Conference nd 42

367 16:00 - 17:30 Thursday, 6 June 2013

Session 19.08 Social Responsibility, Ethics and Consumer Protection

Session Title: Ethics and Consumption Room: D503 Session Chair: Valéry Bezençon, University of Neuchâtel

The Multiple Facets of Consumer Perceived Ethicality Valéry Bezençon, University of Neuchâtel

Consumer perceived ethicality is a new stream of research, which aims at understanding and measuring how consumers perceive the level of ethicality embodied in objects relevant to their behaviour. The objective of this research is to build a theoretical framework explaining the relationships between these different ethicality perceptions such as product, brand, or country of origin. The framework is relevant for researchers as it explains how the product CPE is built from other perceptions. It is also interesting for managers who develop product offerings that aim at satisfying the growing consumer needs for ethical products.

Keywords: Consumer Perceived Ethicality, Ethical Product, Ethical Consumer

Guilt and Pride in Self-Regulation: An Exploration in Sustainability and Ethical Consumption Paolo Antonetti, Cranfield School of Management Stan Maklan, Cranfield School of Management

The research explores how emotions of guilt and pride influence consumer self-regulation in ethical and socially responsible consumption. In three studies we investigate 1) the appraisals that lead to guilt and pride in ethical consumption situations; 2) the impact of guilt and pride on ethical choices and 3) the impact of guilt and pride on efficacy beliefs about sustainability. We demonstrate that five dimensions (altruistic value preference, moral relevance of the issue presented, credibility of the ethical claims presented, perception of a trade-off between altruism and self-interest, social visibility of the decision) influence moral emotions in relation to ethical EMAC Conference nd 42

368 Thursday, 6 June 2013 16:00 - 17:30

consumption. We show that guilt and pride play an important role in ethical consumption, influencing both purchase intentions and efficacy beliefs in relation to sustainability.

Keywords: Ethical Consumption, Guilt, Pride

Environmental Concern and Intention to Purchase from a Socially Responsible Company: Predictors and Relation Monika Kavaliauske, Vilnius University Živilė Uždavinytė, Vilnius University

Socially responsible consumption has a significant impact on the society however, the predictors and relations are not yet clearly determined. Therefore, the aim of this article is to find out, whether the same factors determine people perception about their environmental concern and intention to purchase products with environmental and social features. Also, how environmental concern is related to intention to pay premium price for products from socially responsible companies. A survey was conducted from a total sample of 300 Lithuanian consumers. Analysis revealed that environmental concern and intention to purchase from a socially responsible company are positively related however the influence of personal, social and financial factors differ.

Keywords: Social Responsibility, Environmental Concern, Socially Responsible Company

Drivers of Responsible Consumption Anja Buerke, Leipzig Graduate School of Management Tammo Straatmann, University of Osnabrueck Karsten Mueller, University of Osnabrueck

The concept of responsible consumer behavior (RCB) is of importance in order to move consumer societies towards sustainable development and increase consumer welfare. However, there is still a lack of clarity regarding the dimensionality and antecedents of responsible consumption. This study aims to identify antecedents from a psychological perspective and explore the mediating role of consumer awareness. Results confirmed that consumers with high expectations towards sustainable consumption and production, i.e. a sustainable value orientation, also stated to consume more responsibly, mediated by increased levels of consumer EMAC Conference nd 42

369 16:00 - 17:30 Thursday, 6 June 2013

awareness. Thus, our study delivers encouraging findings about consumers’ motivations to take responsibility for their personal life and for others. Implications for consumers and organizations are discussed.

Keywords: Responsible Consumer Behavior, Sustainable Value Orientation Consumer Awareness

Session 20.05 Tourism Marketing

Session Title: Tourist Segmentation Room: D405 Session Chair: Carmela Bosangit, Coventry University

Profiling the Travel Bloggers: An Exploratory Study Carmela Bosangit, Coventry University Sally Hibbert, University of Nottingham Scott Mccabe, University of Nottingham

Blogs have been widely recognized for their value in tourism marketing which is evident in the growth of blogs-based research over the past few years. Researchers and marketers considered travel blogs as records of travel experiences, tourist behaviours and evaluation of destinations and as a form of word-of-mouth communication. Identifying who are the writers behind these blogs will allow more proactive use of blogs in marketing. However, the fundamental research gap on who are these bloggers, why they blog and how they blog remains unaddressed. Hence, this research is exploratory in nature as no study has focused their investigation on the travel bloggers and their blogging activity. A survey was carried out among 1,214 travel bloggers from www.travelblog.org to determine their socio-demographic characteristics, their blogging practices and blogging motivations. The next direction for this research is the development of typology of bloggers; however wider theoretical and practical marketing implications of these findings are also outlined.

Keywords: Travel Bloggers, Travel Blogging Practices, Travel Blogging Motivations EMAC Conference nd 42

370 Thursday, 6 June 2013 16:00 - 17:30

Tourists’ Consumption Goals as a Marketing Segmentation Tool Juliano Danilo Spuldaro, Fundação Getulio Vargas Flavio Freire Souza, University of Technology, Sydney

Destinations adjust their marketing mix to position themselves to a level that matches each other’s offering, incrementing feasible attributes by which tourists base their choice. This process homogenizes touristic offerings by addressing tangible destination assets. This paper highlights the role of personal consumption goals in destination selection. Data collection included 15 Laddering interviews and 326 questionnaires with Association-Pattern Technique matrices. Distinct associations for two different clusters differed in their motivation to engage in the touristic activity. Comprehending consumption motivation clarifies the underlying factors that dictate the selection of destinations; correctly exploiting this tool enables an insightful market positioning.

Keywords: Consumption Goal, Segmentation, Motivation

Constraint Based Segmentation for Ski Resort Tourists Andreas Andronikidis, Macedonia University Victoria Bellou, University of Thessaly Costas Priporas, Middlesex University London Chris Vassiliadis, University of Macedonia

In tourism literature, market segmentation has been recognized as a vital means for grounding effective marketing strategies. Many studies have confirmed its importance both theoretically and empirically. Surprisingly though, nobody has so far addressed the issue from a leisure constraints perspective. As a result, this paper reports an extensive empirical study, which examines the applicability of constraint factors in segmenting ski resort tourists. Utilizing data-driven segmentation, two clusters of ski resort tourists were formed: heavily and lightly dependent on constraint factors. Discussion of findings on a theoretical and practical base is included.

Keywords: Segmentation, Ski, Constraints EMAC Conference nd 42

371 09:00 - 10:30 Friday, 7 June 2013

COMPETITIVE PAPERS Friday, 7 June 2013 EMAC Conference nd 42

372 Friday, 7 June 2013 09:00 - 10:30

FRIDAY - 09:00 - 10:30

Session 01.10 Advertising, Promotion and Marketing Communications

Session Title: Promotions Room: D201 Session Chair: Eva Muenkhoff, University of Paderborn

How to Prolong a Sales Promotion – Ex-Post Time Extension versus Reframing Eva Muenkhoff, University of Paderborn Ina Garnefeld, University of Wuppertal Andrea Bruns, University of Wuppertal

Sales promotions are a ubiquitously used marketing tool. A common practice in many industries is the ex-post time extension of sales promotions. Here, firms belatedly postpone the initial deadline of a promotion shortly before or directly after the previously announced promotion period has expired. In this paper, the authors compare the effects of ex-post extended promotions with reframed promotions on perceived scarcity of the offer, regret and customer satisfaction. Based on the findings of our experimental study, managers should prefer reframing a promotion instead of ex-post extending the deadline of the same promotion.

Keywords: Promotion, Scarcity, Regret

The Effect of Exposure to Program Promos on Television Audience Behaviour: Viewing New Prime-Time Programs in Australia Virginia Beal, University of South Australia EMAC Conference nd

This research documents the effect of exposure to new programs’ promo campaigns on viewing 42 of the premiere episode of the program. A single-source method is replicated across twenty new 373 09:00 - 10:30 Friday, 7 June 2013

prime-time programs. The results show that promos do have an impact on viewing behavior, with exposed viewers being, at a minimum, twice as likely to view the premiere. In addition, a simple method using the OzTAM television ratings panel-data as a ‘ready-made’ single-source data set to measure the ‘sales’ effect of promos is developed. This method should be useful for media industry and academic researchers investigating the effect of media promotions.

Keywords: Television, Promos, Effectiveness

Impact of Online Promotional Game Mechanics on Word of Mouth Behaviors Denis Darpy, Paris Dauphine University Damien Renard, Paris Dauphine University

Viral campaigns widely use online promotional games. Although antecedents of the extrinsic value of participation are discussed in the literature, few studies have focused on the intrinsic value of playing a promotional game. This study examines two dimensions of online game control: the amount of skill required and the ability to influence the odds of winning. A new typology of online promotional games is then proposed and tested using a sample of 146 real online promotional games. When a game mobilizes the players’ skill, word of mouth increases.

Keywords: Online, WOM, Interactive

The Long-Term Impact of Sales Promotions on Customer Equity Herbert Castéran, Strasbourg III University / IAE Management School Lars Meyer-Waarden, EM Strasbourg / Université de Strasbourg

Sales promotion is an instrument whose effectiveness for short-term sales is proven. But for the long term, literature has identified possible adverse effects. The majority of investigations analyze the effects of promotions on the level of sales. To bridge this gap, we measure the cumulated long- term effects of sales promotions at the customer portfolio level by using customer equity (CE). We calculate CE for brands in the coffee category using data from a consumer panel, by applying stochastic models (Cox regression, BG/NBD-, gamma-gamma models), into which we integrate explanatory variables to improve their predictive validity. Monetary promotions have a neutral

EMAC Conference to negative impact on the CE of new clients while the impact of non-monetary promotions is nd

42 neutral to positive. The impact of monetary promotions on CE of existing clients is positive, and

374 Friday, 7 June 2013 09:00 - 10:30

the one of non- monetary promotions is mixed. Brand equity reinforces the promotional impact, whether this impact is positive or negative.

Keywords: Customer Equity, Portfolio, Promotion

Session 03.14 Consumer Behaviour

Session Title: The Branded Consumer: Brands as Allies and Storytellers Room: D103 Session Chair: Arch Woodside, Boston College

Acculturation Level to Brand Culture: An Anthropological Approach of Harley-Davidson Case Rosemarie Viedma, Toulouse I University of Social Sciences

This research focuses on brand culture. An ethnographic study on Harley-Davidson case was conducted for sixteen months. Analysis results show that overlapping of brand communities’ cultures is at the origin of cultural construction process. Brand communities which interact are perceived as dominant or dominated. This perception generates phenomena of resistance to cultural borrowing and to the borrower as well as reluctance to loan and to the lender. Four acculturation levels result from this cultural intermingling.

Keywords: Brand Culture, Acculturation, Brand Community

The Archetypes within Consumer Narratives: An Approach Capable of Explaining the Consumer-Brand Desire and Relationship Karlan Muniz, Pontifical Catholic University of Paraná Arch Woodside, Boston College Suresh Sood, University of Technology, Sydney EMAC Conference

Examining the stories consumers tell in natural contexts involving brands provides explanations nd of associations between archetypes, brands, and consumers. In order to identify and interpret 42

375 09:00 - 10:30 Friday, 7 June 2013

the archetypal themes in stories told by the consumer, this study advances the use of degrees-of- freedom analysis and visual narrative art as useful steps for confirming or disconfirming whether or not the stories consumers tell have themes events, and how consumers position brands in their lives. This paper identifies the “Lover” and “Ruler” archetypes in two consumer stories available on the internet. The analysis providing tools and insights for managers and researchers on issues relating to consumer and brand role enactments.

Keywords: Archetypes, Consumer Behavior, Brands

Don’t Call Me “Brand Loyal”: The Role of Market Metacognition on Market-Related Labeling Effectiveness Julien Bourjot-Deparis, Paris Dauphine University Gwarlann Caffier De Kerviler, IESEG School of Management Romain Cadario, Université Paris Dauphine

Labeling a customer as being “brand loyal” is a common marketing practice. Building on the literature on social labeling, marketplace metacognition and skepticism, we investigate the effects of such a practice. We find that skepticism, conceptualized as an expression of marketplace metacognition activation, mitigates labeling effectiveness. More precisely, the label is effective only when it does not trigger skepticism, i.e. when the label is congruent with self-perceptions. However, when the label is not congruent with self-perceptions, it arouses skepticism and has a negative impact on future loyalty intentions. We discuss the implications for customer relationship management.

Keywords: Social Labeling, Marketplace Metacognition, Skepticism EMAC Conference nd 42

376 Friday, 7 June 2013 09:00 - 10:30

Session 03.15 Consumer Behaviour

Session Title: The Power of Social Media in Market Dynamics Room: D102 Session Chair: Handan Vicdan, EM Lyon

By The Power of Social Media… I Have the Power! A Critical Review of Consumer Empowerment in the Social Network Era Jonas Vor Dem Esche, Muenster University Lauren Labrecque, Loyola Universiy Chicago - Quinlan School of Business Charla Mathwick, Portland State University School of Business Administration Tom Novak, University of California, Riverside - Sloan Center for Internet Retailing Charles F. Hofacker, Florida State University - FSU College of Business

Since before the turn of the millennium, many researchers predicted a significant shift in power from companies to consumers. Initially fueled by the rise of the Internet, the social media explosion has reignited the discussion. We provide theoretically driven discussion, which adds to this dialog in three ways. First, we offer a thorough definition of consumer power and empowerment with respect to social media. Second, the paper introduces a conceptual framework, which draws a line from consumer motivations and social media participation to consumer empowerment incorporating network characteristics as a macro level influence factor. Third, we identify and describe five distinct dimensions of consumer empowerment.

Keywords: Consumer Empowerment, Social Media, Power

Deconstructing the Consumer and the Organisation through Social Media Enabled Surveillance Handan Vicdan, EM Lyon

As privacy continues to be the salient concern between consumers and marketers with developments in new media technologies, organizations seek alternative ways to alleviate such EMAC Conference concerns in order to include consumers in production processes. Through a netnographic analysis nd of a virtual health community organization, we explore how social media are used by consumers 42 377 09:00 - 10:30 Friday, 7 June 2013

and organizations in order to design unconventional systems of interface that empower them to participate in production and distribution processes. Findings identify different levels of surveillance and the resulting emergence of a new agency distribution among marketing entities. We argue that surveillance, rather than privacy, becomes a determinant for organizing market relations, and sustains business systems that allow for such organization.

Keywords: Surveillance, Social Media, Co-Creation

Exploring What Types of Brand Related Information Interest Consumers within Social Media Natalia Yannopoulou, Newcastle University Martin Liu, Nottingham University Business School, China Xuemei Bian, University of Kent

This study explores brand related information exchange through social media. By focusing on the particular features of social media, we identify the newly emerged types of information that become important to consumers, and how they then affect marketing communications and branding. We chose an exploratory qualitative approach with the use of a case study method, and utilized focus groups and qualitative content analysis. Our findings reveal that social media’s features initiate co-construction of information through discovery and self-reflexiveness, holistic approach to information search through critical inquiry, and shift from content to activity in pursue of authenticity. We also call attention to the importance of brand transparency in respect to the co-creation of information exchanged in social media.

Keywords: Social Media, User-Generated-Content, Brand

“When Being Sure That You Are Unsure Predicts Behavior” - Some Ambivalent Attitudes Are More Predictive of Behavior than Others Nico Heuvinck, IÊSEG School of Management Maggie Geuens, Ghent University and Vlerick Business School Iris Vermeir, University College Ghent and Ghent University

This paper discerns two types of ambivalence: manifest ambivalence (knowing conflicting

EMAC Conference information) versus anticipated ambivalence (expecting conflicting information). Study 1 nd

42 shows that, although experiencing the same subjective ambivalence level, manifest (compared

378 Friday, 7 June 2013 09:00 - 10:30

to anticipated) ambivalent attitudes are more predictive of behavior(al intention). This higher attitude-behavior(al intention) consistency can be explained by the fact that manifest (vs. anticipated) ambivalent individuals are more certain of their attitude, not because they feel their attitude is more correct, but because their attitude is more clear to them (Study 2). Finally, Study 3 rules out an alternative explanation (cf. spontaneously reducing manifest ambivalence) for this effect.

Keywords: Attitudes, Ambivalence, Behavior

Session 04.09 Innovation and New Product Development

Session Title: Different Approaches to Innovativeness Room: D302 Session Chair: Susan E. Reid, Bishops University

A High-Tech Firm ‘Early Front-End Success Typology’ Based on Individual and Organisational Capabilities and Resultant Market Visioning Competence Susan E. Reid, Bishops University Ulrike De Brentani, Concordia University Elko J. Kleinschmidt, McMaster University

Developing a Market Visioning Competence (MVC) is an important route for achieving superior performance in the pursuit of radical innovation. We seek to understand which antecedent internal firm capabilities are relevant for creating a strong MVC. Four individual-level capabilities include: (1) the attitude of openness to new ideas; (2) the ability to create, combine and help others to generate new ideas, (3) the ability to move efficiently from divergent to convergent thinking and (4) the drive for cognitively challenging situations. Two organization-level capabilities entail: organizational encouragement of (1) divergent thinking and (2) diversity. This study develops a typology of MVC scenarios and identifies three distinct profiles that provide insight to how firms differ in terms of their ability to create and manage individual- and organization-level capabilities EMAC Conference and resources to achieve an effective Market Visioning Competence. nd 42

Keywords: Market-Visioning-Competence, Divergent-Thinking, Radical-Innovation 379 09:00 - 10:30 Friday, 7 June 2013

Stakeholder Configuration for the Development of Successful Radical New Services Johannes S. Deker, University of Mannheim Monika C. Schuhmacher, University of Mannheim Sabine Kuester, University of Mannheim

The successful development of radical new services is vital for firms in a competitive and uncertain market environment. Previous research has investigated various aspects of new service development, but few studies have taken a stakeholder perspective. Especially for the development of radical new services, the integration of inputs from different and diverse stakeholders seems to be beneficial. We apply fuzzy set Qualitative Comparative Analysis to analyze secondary innovation data of German service firms. Findings show that different configurations of stakeholders are critical for the development of successful radical service innovations. Implications of these findings for NSD theory and practice are deduced.

Keywords: Service, Innovation, Stakeholder

Effectual vs. Predictive Decision Logics: Antecedents and Impact on Product and Business Model Innovation Tobias Frese, Free University of Berlin Ingmar Geiger, Free University of Berlin

The development and market introduction of new products present various challenges for managers in terms of uncertain outcomes of the development process. How do managers deal with these challenges and how do they approach the creation of new products under conditions of uncertainty? We analyze decision logics applied by entrepreneurs in start-up companies. Based on our exploratory study we propose that entrepreneurial experience, uncertainty and influence of investors can determine the form of decision logics applied by entrepreneurs. We further propose that the use of a non-predictive, effectual logic has a positive influence on the degree of innovation of new products and business models.

Keywords: Effectuation, New Product Development, Business Model Innovation EMAC Conference nd 42

380 Friday, 7 June 2013 09:00 - 10:30

Session 06.04 Marketing in Emerging and Transition Economies

Session Title: Retail Challenges in Emerging Markets Room: D304 Session Chair: Durdana Ozretic- Dosen, University of Zagreb

Why Do Consumers Resist to Modern Food Retailing in Emerging Countries? The Case of Opposition to Hypermarkets in Tunisia Abdelmajid Amine, Universite Paris Est Creteil (Former Paris XII) Feyrouz Hendaoui Bentanfous, Ligue Research Centre, University of Manouba, Tunisia

This study explores the issue of individual consumer resistance to the organized retailing system in an emerging country. In-depth interviews were conducted to explore the reasons for consumers’ partial or total defection from mass retailing in Tunisia. Our results identify some unusual motives for rejection of imported hypermarkets due to (i) consumers’ non-adherence to the way these modern food stores put forward consumption as a spectacle resulting in voyeuristic behavior and social marking, and (ii) their religiously inspired culture and education that limits consumption and emphasizes the fairness, human and ethical dimensions of commerce. Our findings extend and enrich knowledge on consumer resistance by pointing out the amazing precocity of the emergence of this consumers’ opposition to the introduction of foreign retail formats, in an immature retail market, Tunisia for instance, that are deemed not to be congruent with local cultural and religious values.

Keywords: Resistance, Retailing, Culture

Clustering Consumers of Private Labels in the Growth Stage of the Product Life Cycle Sandra Horvat, Faculty of Economics and Business Zagreb Durdana Ozretic-Dosen, University of Zagreb

Emerging markets are constantly recording the highest private label growth rates, and it is EMAC Conference expected that their market importance will further grow in the next few years. In this paper we nd 42

381 09:00 - 10:30 Friday, 7 June 2013

research Croatian consumers’ psychographic characteristics and attitudes towards private labels which are currently in the growth stage of the product life cycle. Research results show that all analyzed psychographic consumer characteristics have positive and statistically significant impact on consumers’ attitudes towards private labels. Characteristics of private label prone consumers are revealed and three clusters of consumers were determined by applying K-means cluster analysis. Suggestions for private label marketing management strategies in the growth stage of the product life cycle are given.

Keywords: Private Labels, Psychographic Characteristics, Growth Stage Of The Product Life Cycle

Looking for the Hierarchical Structure That Drives Brasilians’ Consumer Decisions in Shopping Centers Silvana Hastreiter, Pontifical Catholic University of Paraná Renato Marchetti, Pontifical Catholic University of Paraná

This article aims to identify the hierarchical structure that leads men and women tovisit shopping centers in Brazil to achieve multiple goals. A relatively homogeneous pattern of reasons for consumers to visit shopping centers was identified. Nevertheless, taken the hierarchical model of consumer goals proposed by Huffman, Ratneshwar and Mick (2000) as reference, it was found that people go to the mall to do the same things, but with different aims and different motivational structures. Men and women behave similarly when purchasing and consuming at a shopping center, but perceive different benefits, and these in turn lead to different desired end results.

Keywords: Hierarchy Of Consumer Goals, Shopping Center, Consumer Decision Process EMAC Conference nd 42

382 Friday, 7 June 2013 09:00 - 10:30

Session 07.05 Marketing of Public and Non-Profit Organisations

Session Title: Public Marketing Room: D305 Session Chair: Claas Christian Germelmann, University of Bayreuth

Why Students Identify with Their University: A “Students as Active Participants” Paradigm Perspective Claas Christian Germelmann, University of Bayreuth Maximilian Stieler, University of Bayreuth Thomas Roeder, University of Bayreuth

In comparing the paradigm of “students as active participants” with the traditional notion of “students as paying customers”, we investigate students’ identification with their programs of study at their university. Based on a survey of 566 undergraduate students, we found students’ identification to be a decisive driver of student loyalty. As proposed by the paradigm that students are to be considered active participants, students’ identification is influenced by their perception of their study program’s prestige with employers, their mindset (“active participant” as opposed to “paying customer”), whether they feel they are being treated as partners, and their positive psychological capital.

Keywords: Higher Education Marketing, Identification, Loyalty

The Concept of Place Identity and Its Role on the Adoption of a Citizen Smart Card Daniel Belanche Gracia, University of Saragossa Luis V. Casaló Ariño, University of Saragossa Carlos Flavián Blanco, University of Saragossa

Public administration is launching technology-based services to better satisfy citizens needs and demands. In addition to utilitarian benefits, adoption of local services is motivated by social EMAC Conference processes such as citizens’ identification with the city. This paper defines and conceptualizes place nd identity, and investigates its role on the adoption of a local smart card. The proposed framework 42 383 09:00 - 10:30 Friday, 7 June 2013

is tested on a sample of 477 inhabitants of Zaragoza (Spain). Results show that place identity affects adoption intentions via attitude and social intention. These findings suggest interesting implications for public marketing and introduce place identity as a new research avenue in this field.

Keywords: Place Identity, Social Intentions, Smart Card Adoption

Does Community Participation Pay off on The Job Market? Empirical Evidence of The Career Concern Incentive Roland Schroll, Innsbruck University

Understanding and communicating the benefits members derive from their voluntary contributions to non-profit communities is essential for every community as it helps to attract new members and increase motivation among existing members. This is especially true for delayed benefits, where contributions often precede benefits by years. This paper offers empirical evidence for the existence and magnitude of the most important delayed benefits: the career concern incentive. A study of Apache, an open-source software community, revealed both anecdotal evidence and concrete empirical evidence for both the existence and magnitude of the career concern incentive.

Keywords: Career Concern Incentive, Benefits Of Community Participation, Open-Source Communities

A(void) T(his) M(oney): Redesigning ATMs to Reduce Cash Use Jorna Leenheer, Tilburg University Millie Elsen, CentERdata, Tilburg University

Governments aim to reduce cash transactions in society in order to make the payment system more efficient and safer. After showing that the amount of cash consumer hold in their purse heavily influences their payment choice (pre-study), this paper presents the findings of a large- scale experiment conducted among 1747 consumers to investigate the influence of ATM design on the cash amount withdrawn. It shows that changing the predefined cash amounts on the ATM display may effectively reduce cash withdrawal amounts of consumers who usually withdraw

EMAC Conference relatively large amounts. nd 42 Keywords: Payment Behavior, Steering Consumers, Scale Range Effects 384 Friday, 7 June 2013 09:00 - 10:30

Session 09.03 Marketing Strategy and Leadership

Session Title: Marketing Capabilities Room: D402 Session Chair: Heli Aaltonen, Mikkeli University of Applied Sciences

Do Entrepreneur’s Personality Traits Affect Market Orientation and Marketing Planning in Small Firms? Efthymia Kottika, Athens University of Economics and Business Vlasis Stathakopoulos, Athens University of Economics and Business Ioannis Theodorakis, Athens University of Economics and Business

The present research shines a spotlight on the interrelationship between the entrepreneur’s personal characteristics and the SMEs’ market orientation and marketing planning. Results from an empirical study indicated that elements of the entrepreneurial personality (i.e., locus of control and optimism) are positively related to the market orientation of the small firm. However, no direct relationship between the entrepreneur’s personal characteristics and marketing planning was revealed. Research and managerial implications are discussed.

Keywords: Market Orientation, Locus Of Control, Optimism

Implementing Entrepreneurial Marketing in SMEs Heli Aaltonen, Mikkeli University of Applied Sciences

Entrepreneurship and marketing are significant determinants underlying the success, growth and profitability of small and middle sized enterprises. This paper aims at discussing entre-preneurial marketing and improving understanding of how entrepreneurs of SME’s execute entrepreneurial marketing in practice. The main research question is “How entrepreneurial marketing comes up in marketing management of SME’s?” The empirical material consists of personal interviews of managing directors of SMEs. In the interviews various activities typical of entrepreneurial marketing came up. The entrepreneurs identified and exploited market opportunities relying on EMAC Conference nd 42

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their intuition and taking into account risks. They utilized their net-works in many ways, invested in innovativeness and co-created value with their customers.

Keywords: Entrepreneurial, Marketing, SME

The Key Role of Entrepreneurship Orientation in Small and Medium- Sized Enterprises’ Performance Ekaterina Buzulukova, National Research University Higher School of Economics

Entrepreneurial orientation is an essential part of high performing companies. It is closely connected to marketing orientation because includes new opportunities analyses and clients’ needs identification. The purpose of the study is to prove the importance of entrepreneurship orientation in developing company’s marketing competences and improvement of financial performance. Research is based on case study method and investigates contemporary business practices of Russian small and medium-sized enterprises.

Keywords: Entrepreneurship Orientation, Small And Medium-Sized Enterprises, Russia

Session 10.04 Marketing Theory

Session Title: Consumer Behaviour Room: D501 Session Chair: Suzanne Beckmann, Copenhagen Business School

The Drivers of Symbolic Consumption Jenniina Halkoaho, University of Vaasa

In this conceptual paper the connection between consumption and identity is discussed in terms of different conceptualizations of identity and distinct paradigms prevalent in the field of consumer research. The study outlines a conceptual model linking three drivers of symbolic EMAC Conference

nd consumption; 1) the lifestyle driver, which makes consumption objects resources for a consumer 42 when constructing own lifestyle and managing the encountered life tasks, 2) the brand-specific

386 Friday, 7 June 2013 09:00 - 10:30

driver, which relates to how people make sense of the world by interpreting and comparing brand personalities, and 3) the personal driver, which highlights that consumption objects aid in verifying and enhancing own self-concept.

Keywords: Symbolic, Consumption, Identity

Attribution Theory in Marketing – A Content Analysis and Implications for Marketing Theory Sandra Lautenschlaeger, Free University of Berlin Doreen Pick, Free University of Berlin

A paradigm in social psychology is that persons continuously ask questions about why an event has happened. Such cognitive processes particularly occur in interactions with firms. Understanding the antecedents and A paradigm in social psychology is that persons continuously ask questions about why an event has happened. Such cognitive processes particularly occur in interactions with firms. Understanding the antecedents and consequences of such mental processing is beneficial to elucidate consumer behavioural decisions. An 87 paper content analysis review of consumer attributions in marketing contexts covering a period of thirty years indicated that consumers are sensitive to unexpected situations and outcomes, particularly negative incidents. Customers perceive and evaluate their firm-related situations along three dimensions of attribution. Finally, key findings of the analysis of firm and employee locus attribution provide implications for marketing theory and marketing research.

Keywords: Attribution, Content Analysis, Services

Retail Shopper Confusion: Conceptualization, Scale Development, Nomological Validation Udo Wagner, University of Vienna Marion Garaus, University of Vienna

Although the phenomenon consumer confusion has attracted considerable attention in the consumer behavior literature, no study follows the call to investigate store environmental con- fusion causes so far. This study introduces the new construct retail shopper confusion and EMAC Conference

develops a scale for measuring confusion. The analysis comprises a three-study design and is nd positioned at a meta-level. This enables subsequent application of this scale in various con-texts. 42

387 09:00 - 10:30 Friday, 7 June 2013

Furthermore, nomological validity is assessed by estimating a structural equation model, which considers antecedents and consequences of retail shopper confusion.

Keywords: Retail shopper confusion, Store environment, Scale development

Session 12.09 New Technologies and E-Marketing

Session Title: Online Information Diffusion Room: D504 Session Chair: Stephan Dahl, Hull University Business School

Analyzing the Moderating Impact of Community Purpose on Consumer Reactions to Negative Word-of-Mouth in Online Brand Communities Marleen Relling, Hamburg University Oliver Schnittka, Hamburg University Henrik Sattler, Hamburg University

Marketers aim for increasing participation in their online brand communities to achieve favorable brand outcomes (e.g., enhancing brand loyalty). However, despite the high managerial relevance prior research has not analyzed under which conditions negative word-of-mouth (NWOM) in online brand communities affects the community’s compliance with its members’ needs and according to this their likelihood to further participate in the community. For the first time, this paper analyzes the moderating impact of community purpose on consumer reactions to NWOM in online brand communities and distinguishes two types of NWOM, i.e. substantiated and unsubstantiated NWOM. The results reveal that substantiated NWOM is more harmful in social brand communities while unsubstantiated NWOM is more harmful in functional brand communities.

Keywords: Negative Word-Of-Mouth, Online Brand Communities, Community Purpose EMAC Conference nd 42

388 Friday, 7 June 2013 09:00 - 10:30

Modelling Facebook Users’ Activity to Information Diffusion in the Social Network Christine Balagué, Institut Mines-Telecom Florian Paillasson, Institut Mines-Telecom

This paper aims to better understand information diffusion in social networks. When a Facebook user updatea content on his wall, his Facebook friends can comment it, click on “like” or share it on their wall, allowing to measure user contribution to content diffusion. Using a database collected with a specific Facebook application, we model Facebook users’ activity (posts, likes, comments, activity on friends’wall) by friendship network structure, profile and friends’ activities.

Keywords: Networks, Virality, Facebook

Who Says What to Whom in Facebook with What Effect? Investigating Electronic Word of Mouth Communication with the Lasswell Formula Thomas Niemand, Dresden University of Technology Katharina Hutter, Dresden University of Technology Nicole Gornickel, Dresden University of Technology

Online social networks, especially Facebook have grown to central communication platforms for consumers and companies. However, electronic word of mouth communication (eWOM) in these media has not been researched within the framework of traditional communication models such as the Lasswell formula (Lasswell, 1948). Thus, the present study investigated the effectiveness of sender, content and receiver variables in the world’s largest social net-work Facebook. The results of an experiment with 703 participants show that active responses to messages are driven by the relationship between receiver and sender. A message is com-mented or shared more likely when close friends have sent it. Further, a hedonic rather than a functional utility as well as the receiver’s personal involvement with the topic explain response reactions.

Keywords: Viral Marketing, Electronic Word of Mouth, Facebook EMAC Conference nd 42

389 09:00 - 10:30 Friday, 7 June 2013

Session 12.10 New Technologies and E-Marketing

Session Title: Online Social Presence Room: D502 Session Chair: Mariola Palazon, Murcia University

Interactive Websites: The Effects of Social Presence on Customer Decisions in the Online Luxury Goods Sector Laura Salciuviene, Lancaster University Management School Kathy Keeling, Manchester Business School Pakkawadee Tiasuwan, Manchester Business School

This research integrates current knowledge and theory to develop a model to explain consumer perceptions with regard to the effect of website interactivity and social presence on patronage decisions in the online luxury goods sector. A sample of 339 adults in the UK provided data for a study of effects of interactivity, social presence, enjoyment, involvement, trust and flow on patronage intentions for a jewellery website. SEM was employed to test those relationships. The results indicate the significant role of website interactivity and social presence, though indirect via trust and flow, on patronage intentions for complex products. The value of this study lines in untangling the relationships between antecedents of patronage intentions in the online retailing context. Implications for practitioners and future research directions are discussed.

Keywords: Interactive Marketing, Social Presence, Patronage Intentions

Efficacy of Online Reviews: The Impact of Review Style and Reader- Writer Similarity Martin K. J. Waiguny, Auckland University of Technology Sonja Grabner-Kräuter, Alpen-Adria-Universitaet Klagenfurt

Reviewing sites’ growing popularity is particularly beneficial for service customers. This paper reports an experimental study within a restaurant context that investigates how review style and EMAC Conference

nd similarity between reader and reviewer influence the efficacy of online reviews. The findings 42

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indicate that more experiential written reviews lead to higher trust in the review, a more positive attitude toward the reviewed object and a better evaluation of the expertise of the reviewer if the reviewer is dissimilar to the reader. The results demonstrate that the effect of perceived similarity is context-dependent and thus help to explain inconsistent findings in previous studies.

Keywords: Trust, Reviews, Review Style

Likes and Comments: Feedback on Brand Pages Determines Attitudes and Social Recognition Mariola Palazon, Murcia University Salvador Ruiz, Murcia University Maria Sicilia, Murcia University

Brand profile pages allow marketers to communicate with current and future consumers, while contributing to build consumer-brand relationships. Consumers post comments on brand profile pages and quite often they also get feedback either as likes or as comments to their post from other consumers. However, research has not explored yet how this feedback influences consumers. In order to fill this gap in the literature, in this research we analyze how the likes and comments people get as reactions to their comments have a significant impact on their attitudes and behaviors. Results show a different impact of the number of likes and the number of comments. While the number of likes received increases social recognition and the intention to participate again, the number of comments received only affects social recognition.

Keywords: Social Network Sites, Attitudes And Participation, Social Recognition EMAC Conference nd 42

391 09:00 - 10:30 Friday, 7 June 2013

Session 14.09 Product and Brand Management

Session Title: Brands & Scandals Accidents Room: D101 Session Chair: Stavros Kalafatis, Kingston University

How Accidents Can Be Good for the Brand: The Role of Accident-Brand Stereotype Match and Self-Brand Congruity in User Accidents Tarje Gaustad, Oslo School of Management Jakob Utgård, BI Norwegian Business School Gavan J. Fitzsimons, Duke University

This research investigates how exposure to accidents caused by users influence brand evaluations. In two studies, we find an interaction between consumers’ self-brand congruity and characteristics of the accident (stereotypical or non-stereotypical of the brand). Consumers with low self-brand congruity decrease their brand attitudes and consumers with high self-brand congruity increase their brand attitudes following accidents that match the brand stereotype (stereotypical accident).

Keywords: User Accidents, Negative Brand Exposure, Self-Brand Congruity

Much Ado About Nothing? – Negative Spillover Effects and Management Reactions to Negative Brand Publicity in Different Scenarios of Brand Linkage Isabel Victoria Villeda, Hamburg University Eva Elfgen, University of Cologne

Brand scandals may not only damage scandalized brands but also brands that the scandalized brands are linked to. Extant research cannot sufficiently answer the question if negative spillover effects due to brand scandals depend on the brand linkage strength and if this brand linkage strength also determines how mangers should optimally react to minimize negative spillover EMAC Conference nd effects. This paper aims at answering these questions. The results show that spillover effects 42

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depend on the brand linkage strength and give a first hint that brand linkage strength also influences how managers should react to a scandal of a linked brand.

Keywords: Brand Scandal, Brand Linkages, Management Reactions

Brand Positioning as a Determinant of Consumer Attitudes towards Co-Brands Stavros Kalafatis, Kingston University Jaywant Singh, Kingston University Charles Blankson, University of North Texas

The popularity of co-branding as a brand management strategy has led to several studies measuring consumer attitudes towards co-brands. However the impact of positioning strategies of the partner brands on co-brand attitudes has not been investigated yet, despite the evidence that positioning strategies impact brand associations and consequently brand attitude evaluation. We introduce and test a new measure, the positioning fit, by calculating the differences and similarities in the consumer perceptions of partner brands’ positioning strategies. Employing a quasi-experimental design, we investigate pathways based on PLS-SEM. The results demonstrate that positioning fit is a determinant of consumer evaluation towards co-brands.

Keywords: Co-Branding, Brand Positioning, Partial Least Squares EMAC Conference nd 42

393 09:00 - 10:30 Friday, 7 June 2013

Session 15.03 Relationship Marketing

Session Title: Customer Valuation Room: D505 Session Chair: Helen Bruce, Cranfield School of Management

Enhancing Customer Perceived Value Measurement: A Multidimensional Index for Television Consumption Hugh Wilson, Cranfield School of Management Helen Bruce, Cranfield School of Management Emma Macdonald, Cranfield School of Management

The accurate measurement of customer perceived value is a vital component of value-maximising marketing activities. However, value measurement is limited by conceptual and methodological weaknesses, leading to potentially flawed insights. This research presents progress towards enhanced value measurement through the development of a multi-dimensional customer value index within the context of paid-for TV consumption. The two-stage methodology develops a series of dimension scales from a robust empirical investigation and constructs a reliable and valid index. The resulting index measures value formatively as a 2nd order construct comprising six 1st order, reflectively measured value dimensions. The applicability of this measure development method to other contexts is discussed. Areas requiring further research are identified.

Keywords: Value, Scale, Formative

To Participate or Not to Participate? Exploring the Perceived Customer Value of Co-Production Anne Merken, Hasselt University Sandra Streukens, Hasselt University Sara Leroi-Werelds, Hasselt University

Self check-outs, self-scanning, online ticket buying, designing your own shoes and dresses. Since co-production is seen as a source of competitive advantage, firms are more and more

EMAC Conference trying to involve the customer in their production process. But why are customers willing to co- nd produce? What is in it for them? Building on the notion of customer value, customers only co- 42 produce when the benefits outweigh the costs. To elicit the co-production costs and benefits we 394 Friday, 7 June 2013 09:00 - 10:30

conducted in-depth interviews. Second, we developed a conceptual model that links the various co-production value elements to higher order customer evaluative judgments.

Keywords: Co-Production, Customer Value, Co-Creation

Communicating Value from a Service Logic Perspective: The Explicitness of the Customer’s Resource Integrating Role in Advertising Sara Leroi-Werelds, Hasselt University Sandra Streukens, Hasselt University Anne Merken, Hasselt University Wim Janssens, Hasselt University

Recent research in marketing in general and service logic in particular has indicated that the customer is responsible for his own value creation. The customer has to integrate the resources provided by the firm (goods, services) with other resources by applying his own skills. The customer thus acts as a resource integrator. This paper examines the effects of explicitly stating the customer’s resource integrating role in the advertised message. The results of this study show that the inclusion of the resource integrating role of the customer in the ad ultimately enhances ad attitude, brand attitude and purchase intention.

Keywords: Service Logic, Resource Integration, Value Proposition

What Makes A Hoarder Decide To Give Things Away To Charity? Valerie Guillard, Paris Dauphine University

The present study attempts to understand what makes hoarders agree to give their unwanted possessions away to charity. Our findings indicate that it is important for hoarders 1) to know the profile of the end-recipient (“who is the item going to?”) and 2) to be able to assess the legitimacy of the end-recipient’s needs (will the items go to “the right people?”). Charities tend not to disclose such information, limiting hoarders’ trust in them. Our results extend current knowledge on deterrents to charitable giving by showing the negative impact of lack of communication regarding what becomes of the donated items.

Keywords: Service Logic, Resource Integration, Value Proposition EMAC Conference nd 42

395 09:00 - 10:30 Friday, 7 June 2013

Session 17.03 Sales Management and Personal Selling

Session Title: Sales Person Characteristics Room: D404 Session Chair: Edwin J. Nijssen, Eindhoven University of Technology

The Capabilities and Performance of Ambidextrous Sales Organizations Edwin J. Nijssen, Eindhoven University of Technology Paolo Guenzi, Bocconi University Michel Van Der Borgh, Eindhoven University of Technology

We define ambidextrous sales organizations as characterized by the simultaneous ability to successfully manage both hunting and farming processes. We also identify three key sales capabilities for ambidextrous sales organizations: reward and control, opportunity management, interfunctional coordination. We then develop and test a model analyzing the links among sales capabilities, sales ambidexterity and objective performance (measured by sales growth and return on sales). Our findings, based on data gathered from senior sales managers in a major European country, demonstrate that sales ambidexterity positively affects sales growth. In turn, sales ambidexterity is positively affected by all three types of sales capabilities as well as by the combination of reward and control capabilities, on the one side, and segmentation and interfunctional coordination capabilities respectively.

Keywords: Sales Capabilities, Ambidexterity, Firm Sales Performance

Antecedents of Salespersons’ Market Information Sharing Behavior Andreas Rauch, University of Mannheim Sabine Kuester, University of Mannheim

Research has demonstrated that listening to salespersons has a positive effect on new products’ market performance. In fact, a growing number of researchers have begun to argue for more reliance on the sales force in gathering and sharing market information. This research contributes EMAC Conference

nd to the new product development- (NPD) and sales management-literature by identifying 42 antecedents of salespersons’ market information sharing behavior (MISB). In a survey among 396 Friday, 7 June 2013 09:00 - 10:30

163 salespersons, we test a model based on the Theory of Reasoned Action (TRA). We show that role ambiguity has a negative impact on MISB and that the TRA’s implied relationships hold. We identify extrinsic motivation as a lever which mitigates the effect of role ambiguity. Moreover, we show that intrinsic motivation improves salespersons’ attitude towards MISB.

Keywords: Product development, Sales force, Role ambiguity

The Influence of Sales Force Control Systems on Salespeople’s Customer-Oriented Selling, Adaptive Selling and Sales Unit Effectiveness Paolo Guenzi, Bocconi University Artur Baldauf, University of Bern Nikolaos Panagopoulos, Athens University of Economics and Business

We develop and test a model analyzing the links among sales force control systems, salespeople’s customer-oriented behavior, adaptive selling behavior, and sales unit effectiveness. Our findings, based on data gathered from senior sales managers in a major European country, demonstrate that different sales force control systems exert differential impact on salespeople’s behaviors. Furthermore, customer-oriented selling does not have a direct impact on sales unit effectiveness. However, customer-oriented selling increases sales unit effectiveness indirectly through adaptive selling.

Keywords: Customer-Oriented Selling, Adaptive Selling, Sales Force Control Systems EMAC Conference nd 42

397 09:00 - 10:30 Friday, 7 June 2013

Session 18.09 Services Marketing

Session Title: Service Experiences and Quality Room: D203 Session Chair: Sokkha Tuy, Auckland University

An Examination of Awkward Service Experiences Sokkha Tuy, Auckland University Laszlo Sajtos, Auckland University

Awkward service experiences (ASE) are service situations that have both negative and positive consequences. They can be uncomfortable as well as lead to laughter. This research proposes a mixed-method research approach that explores the essence of ASE’s to determine its impact on consumers immediate responses and relationship with the service firm, and the moderating effect of social presence (other customers) and self monitoring. Combined, these findings will offer a comprehensive understanding of ASE’s by identifying the common causes and consequences. In particular, knowledge of the common causes will assist service firms to identify potential ASE’s and design their service experiences to inhibit ASE’s.

Keywords: Service Experience, Customer Experience, Awkward

Service Quality - The Case of the Banking Sector in Portugal Ana Salazar, Fernando Pessoa University Eduardo Martins, Fernando Pessoa University Isabel Patim, Fernando Pessoa University

The service quality provided by banks is a topic that deserves special attention, both by those in charge of the sector, as well by academics. This research is a contribution in this area, based on an empirical research conducted on the consumers’ segment of private banks operating in EMAC Conference nd 42

398 Friday, 7 June 2013 09:00 - 10:30

Portugal. The research developed enabled the definition of a structural model which allows the evaluation of service quality provided by the Portuguese banking sector. It was concluded that the quality is composed by two major dimensions - named institutional and operational, is positively associated with customer loyalty and is perceived by consumers as an equivalent concept to that of satisfaction.

Keywords: Service Quality, Banking Industry, Evaluation Model

Investigating Service Quality and Value in He: Rethinking The Generic Measurement Scales of Service Quality in Multi-Unit Services Suha Omar, De Montfort University Anne Broderick, De Montfort University

The paper examines the dimensionality of service quality in a multi-service environment (higher education) integrating perceived value as a multi-dimensional construct within a conceptual model. The complex relationships between SQ, value, satisfaction and recommendation are examined. The results of exploratory and confirmatory factor analysis suggest that the factor structure of service quality is more complex than previously thought, arguing that a rethinking of SQ scales is needed. The core academic service has a four-factor structure, while a two-factor structure was obtained for the non-academic services. Students’ perceptions of SQ are primarily driven by perceptions of the academic services. Perceived value is found to have six dimensions: exchange, image, social, emotional, epistemic and functional. The paper makes empirical contributions to the SQ and value literature.

Keywords: Quality, Value, Satisfaction EMAC Conference nd 42

399 09:00 - 10:30 Friday, 7 June 2013

Session 19.09 Social Responsibility, Ethics and Consumer Protection

Session Title: Social Marketing II Room: D503 Session Chair: Zaid Obeidat, Durham University Business School

Online Consumer Revenge: Forms & Causes Zaid Obeidat, Durham University Business School Sarah Xiao Hong, Durham University Business School

The phenomenon of online consumer revenge has added a new challenge to marketers due to the wide spread nature of the Internet and social media. Scholars have given little attention to such behaviour. On the basis of a qualitative study of 32 consumers’ online revenge process, the authors address why and how online revenge occurs and identify its forms. The findings suggested five main factors have been key to online revenge behaviour. Various digital applications and social media formed six types of revenge. This research is one of the first to systematically study the occurrence of online consumer revenge and its forms.

Keywords: Revenge, Power, Internet

Normative Influences on Consumption: The Mediating Role of Personal Norms in Healthy Eating Ana Isabel Almeida Costa, Catholic University of Portugal Cláudia Niza, London School of Economics

The Westernization of modern diet, particularly the shift to a growing consumption of food away from home, is believed to be partially responsible for the global rise of obesity. This paper employs the Norm Activation Model (NAM) to test the influence of personal norms on healthy eating habits. A survey of North European, adult meal preparers (N=482) - covering behavioral, attitudinal and normative measures -, revealed a clear preference for at-home meal preparation and only a moderate demand for convenience. This preference is driven by a sense of EMAC Conference nd 42

400 Friday, 7 June 2013 09:00 - 10:30

responsibility towards household welfare, with its effect on behavioral and habit intensity being fully mediated by personal norm. Personal norms about cooking are shown to impact eating habits independently of affect and social norm, hence their activation by public policy messages should contribute decisively to the promotion of healthier dietary patterns.

Keywords: Social Marketing, Norm Activation Model, Health Promotion

Session 20.06 Tourism Marketing

Session Title: Rural and Eco Tourism Room: D405 Session Chair: Karin Teichmann, University of Innsbruck

How to Attract Mountain Tourists to Ecotourism? Examining Moderating Influences on Demand for Ecotourism Karin Teichmann, University of Innsbruck Andreas Strobl, University of Innsbruck Mike Peters, MCI Management Center Innsbruck

Demand for ecotourism-related developments has been steadily growing among researchers, public policy makers, consumers, and practitioners during the past three decades. Mountain tourists seek for experiences in natural environments and could therefore be a possible target segment for ecotourism initiatives. Based on the theory of planed behavior this study investigates relevant antecedents of the demand for ecotourism among mountain tourists. The results of a survey among alpine mountain tourists show a positive influence of ecotourism compatible travel motives as well as a negative influence of ecotourism incompatible travel motives on demand for ecotourism. Environmental concern moderates these relationships. The paper concludes revealing viable implications for managers and policy makers.

Keywords: Ecotourism, Travel Motives, Environmental Concern EMAC Conference nd 42

401 09:00 - 10:30 Friday, 7 June 2013

The Effects of the Location, Internal Resources and Characteristics of a Tourism Firm on Room Rates: An Application for the Spanish Rural Tourism Sector Ana Isabel Polo Peña, University of Granada Dolores María Frías Jamilena, University of Granada Miguel Ángel Rodríguez Molina, University of Granada Jorge Chica Olmo, University of Granada

An interesting question in tourism management concerns how firms arrive at the prices they decide to charge. The present paper identifies an explanatory model for the room rates set by rural tourism enterprises. The explanatory factors identified are: reinvestment in facilities; category of establishment; the level of experience of the owner-manager; and the extent of the firm’s customer orientation adoption. It is also found that the location of the firm relative to its competitors may also influence room rates. A spatial model is used that takes into account the different characteristics of the firm and its location, in terms of their effect on the room rates established.

Keywords: Rural Tourism, Room Rates, Spatial Econometrics

Activity Based Segmentation of Rural Wellbeing Tourists Juho Pesonen, University of Eastern Finland Anja Tuohino, University of Eastern Finland

Wellbeing and wellness tourism are growing trends in tourism as tourists are more and more concerned about their own health. This study segments Finnish rural tourists ac-cording to the wellbeing activities they are interested in to examine if there exists different customer profiles among rural wellbeing tourists and also how segments differ from each other. The results show that there exist three distinct wellbeing segments among rural tourists interested in wellbeing activities. This study extends activity based segmentation to rural wellbeing tourists and wellbeing services and provides rural tourism companies information on rural wellbeing segments.

Keywords: Segmentation, Wellbeing, Tourism EMAC Conference nd 42

402 Friday, 7 June 2013 09:00 - 10:30

Session 21.01 Marketing Education

Session Title: Learning and Self Assessment Room: D403 Session Chair: Angela Paladino, University of Melbourne

Student Morningness-Eveningness Type and Performance: Does Class Timing Matter? Andrew Farrell, Aston University Aarti Sood, Aston University Belinda Dewsnap, Loughborough University Julien Schmitt, Aston University

Circadian rhythms have often been linked to people’s performance outcomes, although this link has not been examined within the context of University students. We therefore sought to test whether students’ perceptions of their morning-evening (ME) type had an influence on their performance on modules. We tested this hypothesis using students from a number of modules at two UK Universities. Results indicated that, contrary to our hypothesis, the further the discrepancy between a student’s ME type and the teaching time of the class, the better the student’s performance. These results have implications for teaching as student ME type could be taken into account for timetabling especially if modules need to be taught multiple times. We also provide implications for those seeking to measure ME, as our results are consistent with a 5-item ME scale, a 3-item ME scale, and a single-item ME scale.

Keywords: Morningness-Eveningness Type, Circadian Rhythm, Student Performance

Student Self-Assessment of Performance: A Useful Learning Tool for Students and Instructors? Kerri-Ann L. Kuhn, Queensland University of Technology Kate Letheren, Queensland University of Technology EMAC Conference

Assurance of Learning is a focus for many Business Schools to meet AACSB requirements. nd Prior research has examined student self-assessment as a measure of learning in this context, 42 403 09:00 - 10:30 Friday, 7 June 2013

but we propose instead that this is a useful ‘learning tool’ for students and instructors that can help improve student performance and curricula. We examined self-assessment in a third year undergraduate e-marketing course and found a positive, though weak relationship between student self-assessment and instructor ratings on intended learning goals and criteria for a written assignment. Students who self-assessed tended to perform better in the assessment item and course than those who did not self-assess. But less competent students were more inaccurate in their self-assessment, suggesting a need to enhance understanding of marking criteria and performance standards within this group. Implications for educators are discussed.

Keywords: Self-Assessment, Assurance of Learning, Student Competency

Innovative Examinations in Marketing Education Catherine Sutton-Brady, The University of Sydney Nicole Stegemann, University of Western Sydney

This paper showcases an innovative approach to examinations in marketing education. It aims to highlight how providing students with the opportunity to undertake an examination, based on research they have already completed and advertisements they have already seen, improves their learning outcomes. The innovation was piloted in a postgraduate subject entitled Strategic Value Creation. A comparison of examinations results from two semesters shows a marked improvement in student grades. This finding is consistent with the theory of context dependant memory and provides support for the use of such innovative approaches in marketing examinations.

Keywords: Learning Outcomes, Innovative Assessment, Context Dependant Memory

Applying Refrac to Advance Student Learning in the Field of Marketing Bistra Vassileva, University of Economics - Varna

The aim of this paper is to develop a business-oriented and evidence-based learning environment by providing students the opportunity to experience marketing profession as data collectors, researchers and decision-makers. Our intention is to offer a coherent framework that is student oriented and makes use of active-based learning with research methods implementation EMAC Conference nd 42

404 Friday, 7 June 2013 09:00 - 10:30

to support academics in encouraging student active participation. To meet these goals, we conducted study which results helped us to identify the layers of the framework as well as the key areas in marketing field to focus on. We introduced Reference Framework for Applied Competences (REFRAC) and tested it for the background layer which correspondes to carrer- sustaining curriculum planning level.

Keywords: Competences, Education, Refrac EMAC Conference nd 42

405 11:00 - 12:30 Friday, 7 June 2013

FRIDAY - 11:00 - 12:30

Session 01.11 Advertising, Promotion and Marketing Communications

Session Title: Branding Room: D201 Session Chair: Matthias Spörrle, University of Applied Management (UAM)

The Neglected Triangle of Nespresso, George Clooney, and Me: Brand- Endorser-Consumer (BEC) Fit Indictors Incrementally Predict Consumer Attitudes and Behavioural Intentions Magdalena Bekk, University of Cologne Matthias Spörrle, University of Applied Management (UAM) Franziska Völckner, University of Cologne

Successful endorser advertising depends on an effective interplay of three entities: Brand, endorser, and consumer (ideal and actual self). Previous research has only examined two of these entities at a time. Thus, the relative importance of fit for each of the entity constellations is unknown. Using systematically permutated endorser advertisements (N = 1120) we demonstrate for the first time that brand-endorser fit, brand-consumer (ideal) fit, and endorser-consumer (ideal) fit predict consumer outcomes independent from each other. Brand-endorser fit was especially important, whereas fit concerning the consumer actual self was largely irrelevant. Effects of brand-endorser fit were stronger for highly involved consumers. These insights provide some guidance for brand managers regarding the relative importance of each dyad’s fit.

Keywords: Fit, Celebrity Endorsement, Consumer Involvement EMAC Conference nd 42

406 Friday, 7 June 2013 11:00 - 12:30

The Joint-Effect of Sponsorship and Print Advertising on Brand Image in Integrated Marketing Communication Strategies Elisabeth Wolfsteiner, University of Vienna Marion Garaus, University of Vienna Udo Wagner, University of Vienna

Sponsorship has become an important marketing tool for many companies. Its potential to achieve communication objectives (e.g., to generate a positive brand image) increases when leveraged with other communication tools (e.g., print advertising). However, no research investigates how sponsorship and print advertising need to be integrated in a company’s overall marketing communication strategy in order to enhance outcomes. This study investigates by the use of a three study design (descriptive research and experiments) how companies can maximize image objectives through the joint effects of sponsorship and print advertising with regard to different media sequences. Findings indicate that brand image evaluation is best when companies communicate their desired image through print advertising before starting a sponsorship engagement.

Keywords: Sponsorship , Advertising, Integrated Marketing Communication

Session 03.16 Consumer Behaviour

Session Title: ‘Me, Myself, and I’: Advancing Identity Research Room: D103 Session Chair: Natalia Yannopoulou, Newcastle University

Solid Possessions: How Objects Reduce Psychological Distance to Intangible Meanings Philipp Scharfenberger, University of St. Gallen Daniel Wentzel, RWTH Aachen, Institute for Marketing Luk Warlop, K.U. Leuven and BI Oslo EMAC Conference

Torsten Tomczak, University of St. Gallen nd 42 Consumers frequently rely on objects (i.e., their possessions) for building a sense of self or 407 11:00 - 12:30 Friday, 7 June 2013

for “extending” their selves. In this research, we examine if and to what extent the tangibility of objects is related to their self-extending function. Specifically, we argue that objects that signify an intangible meaning may decrease the psychological distance between the self and the meaning. Two studies provide converging support for this prediction. Study 2 further shows that consumers develop a greater attachment to an object that signifies a meaning which is (1) not directly experienceable and (2) personally relevant to them.

Keywords: Possessions, Extended Self, Tangibility

Using Viral Messages to Shape the Image of the Self: An Investigation of the Impact of Self-Congruity with Viral Messages on Forwarding Intentions Verena Schoenmueller, University of Basel Manfred Bruhn, University of Basel Eva Walther, University of Basel Daniela Schaefer, University of Basel

Transferring the results of previous research on self-congruity to the context of viral messages leads to the assumption that congruity with a message should impact the sender’s intention to forward the message. The results of the present study demonstrate that social as well as ideal social self-congruity impact the forwarding intentions significantly. The results of the analysis of detailed forward behavior show that message forwarding to a rather uncontrollable audience is more strongly determined by the need for social consistency, and hence by social self-congruity, whereas message forwarding to a preselected and thus controllable group of people is instead rather determined by the need for social approval, and hence by ideal social self-congruity. Finally, the integration of general message involvement shows that intense involvement in messaging exerts an additional impact on forwarding intentions.

Keywords: Viral Marketing, Self-Congruity, Forwarding Intentions EMAC Conference nd 42

408 Friday, 7 June 2013 11:00 - 12:30

Mortality Salience and Product Evaluation: Role of Self versus Loved Ones Yanan Wang, Bishops University Ashesh Mukherjee, McGill Unversity

This research differentiates between two types of mortality salience, namely mortality salience of self (MSS) and mortality salience of loved ones (MSLO). Based on a theoretical mechanism of need salience, in four studies we predict and find that MSS participants have stronger need for self-esteem bolstering, which lead to their preference for social status choice options over social experience choice options; whereas MSLO participants have stronger need for social connection, which lead to their preference for social experience choice options over social status choice options. This effect of type of mortality salience is found more pronounced among MSS participants high in independent self-construal and MSLO participants high in interdependent self-construal.

Keywords: Mortality Salience, Self-Construal, Product Evaluation

Session 03.17 Consumer Behaviour

Session Title: So ‘Far’, So Good?: Online Consumption Room: D102 Session Chair: Maud Derbaix, Bordeaux School of Management (ESC)

The Influence of Involvement on the Stability of the Consideration Set at Different Points in Time Kleopatra Konstantoulaki, University of Westminster Flora Kokkinaki, Athens University of Economics and Business

Previous findings indicate that in high involvement conditions, memory-based consideration sets are more stable across different purchase occasions. However previous studies have not EMAC Conference taken into account the factor of time, which can indicate the level of loyalty. The present research nd 42

409 11:00 - 12:30 Friday, 7 June 2013

examines the effect of involvement on the stability of the consideration set at different points in time. Four studies were conducted to examine this effect of consumer involvement both in memory- and stimuli-based contexts. Overall, the results indicate that as involvement increases consumers hold stronger attitudes, and thus create consideration sets that are stable across time, expressing higher level of loyalty.

Keywords: Consideration Set, Involvement, Stability

Getting in Tune: Explaining Music Downloaders’ Payment Patterns through Cognitive Dissonance Theory Jean Philippe Charron, Autonomous University of Madrid Ignacio Redondo Bellón, Autonomous University of Madrid

Pillared on the cognitive dissonance theory, this study proposes a set of individual characteristics to explain the differences between groups of music downloaders. Downloaders who never pay conflictingly acquire copyrighted music files without compensating the owners/creators. The resulting tension only finds relief by developing a more negative attitude towards newness. The passing of time also erodes the consonance of paying to download copyrighted songs: downloaders who always pay are distinguished by having less Internet experience. Participation in a greater breadth of online activities distinguishes the eclectic downloaders (paying at times) who, like chameleons, imitate the compensation pattern found in each Internet outlet. All hypotheses are confirmed. Evidences could improve anti-piracy messages effectiveness.

Keywords: Music, Piracy, Dissonance

Je T’Aime...Moi Non Plus : Exploring the Diversity and Strength of Fan- Idol Relationships in the Field of Music Maud Derbaix, Bordeaux School of Management (ESC) Michaël Korchia, Bordeaux School of Management (ESC)

The objective of our research is to investigate fandom from a psychological perspective. As a departure from previous research relying on a sociological approach, we focus on the nature and strength of fan-idol relationships. To this end, this study reports the findings from qualitative

EMAC Conference research carried out in the field of music on how fandom is expressed through fans’ interactions nd

42 with their favourite singer/band, its associated significations and behaviour. We identify four

410 Friday, 7 June 2013 11:00 - 12:30

significations: the musician as a brand, as a public personality, as an intimate and as a god. We highlight that fandom is initially an individual phenomenon whereby an individual creates a specific relationship with a musician, and that all fans can be considered valuable consumers independently from the relationship’s strength.

Keywords: Fandom, Music, Psychological Perspective

Session 03.18 Consumer Behaviour

Session Title: Predicting Consumer Behavior Room: D304 Session Chair: Dennis Von Bergh, Open Universiteit in the Netherlands

Women Seek More Variety When Closer to Ovulation Mehrad Moeini Jazani, BI Norwegian Business School Ali Faraji-Rad, Columbia University Luk Warlop, K.U. Leuven and BI Oslo

In 2 studies, we provide evidence that women show increased variety seeking across different reward domains when they are in the fertile phase of the ovulatory cycle. In study 1, women who were closer to ovulation showed more interest in dating a greater variety of potential mates. In study 2, women who were closer to ovulation selected greater variety among existing flavors of ice cream. To our knowledge, these findings are the first to show a relationship between fertility and variety seeking. We discuss possible explanations and the implications of these findings.

Keywords: Ovulation, Variety Seeking, Generalized Reward Sensitivity EMAC Conference nd 42

411 11:00 - 12:30 Friday, 7 June 2013

The Role of Situational Anxiety and Waiting Time Satisfaction in Three Multi-Stage Service Settings Dennis Von Bergh, Open Universiteit in the Netherlands Paul Ghijsen, Open Universiteit in the Netherlands Kees Gelderman, Open Universiteit in the Netherlands Ron Tuninga, Open Universiteit in the Netherlands

The purpose of this study is to examine the effect of situational anxiety and the mediating effect of waiting time satisfaction on customer satisfaction and attitudinal loyalty in maintenance-, task- and personal interactive services. Findings from a survey with 1027 respondent indicate that situational anxiety plays a unexpected role in these relationships. Although the situational anxiety in maintenance-interactive restaurants has the lowest mean, and personal-interactive dental clinics the highest, the effect of situational anxiety seems highest in restaurants, lowest in task-interactive job selection services and insignificant for dental clinics. Explanations, implications and suggestions for further research are suggested from the perspective of interactivity, interaction quality, and service value as an experience.

Keywords: Anxiety, Waiting, Services

Fresh Light on Product Returns! A Segment Spesific Behavior Approach in Fashion E-Commerce Henrik Matthias, RWTH Aachen University

Fashion e-commerce is the fastest growing retail industry in Europe. High product return rates are the greatest challenge and threatening retailers’ business models. Few researchers have analyzed product returns, focusing mainly on the logistics process and return policies. This paper is first to analyze product returns from an individual behav-ioral perspective. In cooperation with Europe’s leading e-commerce fashion retailer, a survey and a transaction data analysis is conducted with 1.000 participating customers. In an explorative approach, customer segments with a homogeneous product return be-havior are defined. Results will help to optimize return rates and significantly improve e-commerce retailers’ performance.

Keywords: Behavior, Post-Purchase, Segmentation EMAC Conference nd 42

412 Friday, 7 June 2013 11:00 - 12:30

Session 04.10 Innovation and New Product Development

Session Title: Purchase Intention Room: D302 Session Chair: Patrick De Pelsmacker, University of Antwerp

The Role of Emotions for the Usage Intention of the Electric Car: A Multigroup Comparison in the Belgian Context Patrick De Pelsmacker, University of Antwerp Ingrid Moons, Artesis University College, Antwerp University Association

An extended Decomposed Theory of Planned Behaviour (DTPB) integrates emotions towards car driving and electric cars as well as car driving habits and is empirically validated in a Belgian online sample (n=1023). Multigroup comparisons explore how the determinants of usage intention are different between groups of consumers differing in environmentally-friendly behaviour, environmental concern and personal values. Emotions towards the electric car and reflective emotions towards car driving have a strong effect on usage intention. Car driving habits and perceived behavioural control do not substantially affect intention.Only people differing in personal values show a different motivational structure on a number of important drivers of usage intention.

Keywords: Extended Decomposed Theory of Planned Behaviour, Electric Cars, Multigroup SEM Analysis

Could It Be Best to Avoid Consumers in New Product Development? Exploring the Impact on Brand Uniqueness and Self-Brand Connection Karina Töndevold, Stockholm School of Economics Jonas Colliander, Stockholm School of Economics Erik Modig, Stockholm School of Economics

How do consumers react to brand’s collaboration with other consumers in NPD? The scarce EMAC Conference literature to date has highlighted the positive effects. However, in an experiment using an nd 42

413 11:00 - 12:30 Friday, 7 June 2013

established brand (as opposed to anonymous brands) the effects of engaging consumers in NPD give rise to several negative results. This paper argues that by way of decreased self-brand connection, the non-engaged consumers can experience lower corporate brand attitudes when informed that other consumers have ideated or selected the product. Brand uniqueness is also found to be lowered but behavioral intentions such as future loyalty, purchase and word-of- mouth intentions do not change. The results indicate the importance of also including established brands when mapping out the effects of consumer engagement in NPD.

Keywords: New Product Development, Self-Brand Connection, Co-Creation

Accentuating the Forest Instead of the Trees: Induced Global Processing in Mass Customization Systems Emanuel De Bellis, University of St. Gallen Andreas Herrmann, University of St. Gallen Jill Griffin, University of Evansville Christian Hildebrand, University of St. Gallen Reto Hofstetter, University of St. Gallen

This research investigates some unintended consequences of different mass customization formats on individual processing styles. Two studies provide novel empirical evidence that conventional attribute-wise configuration formats increase local processing, whereas prespecified configuration formats increase global processing. Importantly for marketers, we show thata global (vs. local) processing style leads to more mental simulation of the configured product and, as a consequence, to increased choice satisfaction, pride of authorship, and purchase intention. These findings highlight important process variables that should be considered when designing mass customization systems.

Keywords: Mass Customization, Configuration Formats Processing Styles EMAC Conference nd 42

414 Friday, 7 June 2013 11:00 - 12:30

Session 08.03 Marketing Research and Research Methodology

Session Title: Marketing Research III Room: D501 Session Chair: Mike Friedman, UCL-MONS

Enhancing Product Label Effectiveness by Increasing Attention and Choice: Combining Eye-Tracking and Choice Methodologies Anne Peschel, University of Bonn Simone Mueller Loose, MAPP, Aarhus University Jacob Lund Orquin, MAPP, Aarhus University

Fast moving consumer goods often carry product labels intended to guide and persuade consumers in their purchase decisions. However, past research indicates that these labels are rarely attended to during the consumer’s decision process. In order to enhance the effectiveness of such labels and to increase purchase likelihood of labeled products, attention must be guided to the label. We conducted a combined eye tracking and choice experiment manipulating the surface size and visual saliency of product labels. Results show a strong and significant increase in attention towards product labels which are larger and more visually salient. The effect on attention also carries over into increased purchase likelihood. Both marketers and policy makers can benefit from the methodology and findings which provide directions for designing product labels that enhance attention capture and purchase decisions.

Keywords: Attention Capture, Choice Experiment, Eye Tracking

Construal-Level Based Biases in Common Marketing Research Techniques: Conjoint Analysis and Perceptual Mapping Gabriele Pizzi, University of Bologna Gian Luca Marzocchi, University of Bologna Marco Visentin, University of Bologna EMAC Conference

This study investigates the implications of Construal-level Theory on two common marketing nd research techniques such as conjoint analysis and perceptual mapping. Construal-level theory 42 415 11:00 - 12:30 Friday, 7 June 2013

posits that individuals tend to evaluate the same object differently as a function of temporal distance. Despite the great relevance gained by Construal-level Theory in the marketing literature as the theoretical foundation for the description of many intertemporal consumer behaviors, its methodological consequences have been neglected so far. We advance and empirically demonstrate that responses to conjoint analysis and perceptual mapping studies vary according to respondents’ temporal perspective. Methodological and managerial implications of this potential source of bias are discussed.

Keywords: Conjoint-Analysis,, Perceptual-Mapping, Construal

Order and Quality Effects in Sequential Monadic Concept Testing: Methodological Details Matter in Concept Testing Practice Mike Friedman, UCL-MONS Niels Schillewaert, Vlerick Leuven Gent Management School

In the sequential monadic concept testing methodology, respondents evaluate a series of product concepts, and provide ratings of each one. The current research examines sequential monadic methodology and identifies inherent methodological factors which can influence concept ratings. Firstly, order effects are present, such that concepts are evaluated more highly when shown first, compared to their evaluations in later positions. Furthermore, the quality of a given concept is shown to influence respondent evaluations of the subsequent concept. Following good quality concepts, subsequent concepts are evaluated less positively and vice versa. The conclusion of this work is that methodological details matter in concept testing practice. Importantly, awareness of such methodological effects allows researchers to minimize their influence.

Keywords: Market Research, Concept Testing Methodology, Order Effects EMAC Conference nd 42

416 Friday, 7 June 2013 11:00 - 12:30

Session 09.04 Marketing Strategy and Leadership

Session Title: Strategic Analyses of Market Information Room: D402 Session Chair: Christian Bode, Free University of Berlin

How Do Market Research Departments Influence the Use of Market Research Information? Christian Bode, Free University of Berlin Ingmar Geiger, Free University of Berlin

Despite empirical research on factors that affect the use of market research information, knowledge on the role of market research departments (MRD) is limited. This study examines the role of MRDs by drawing on semi-structured interviews with 18 marketing managers and research buyers. We identify variations in the utilization of market research information among the firms in our sample and uncover six factors that affect both the intensity and the way of market research information use. Knowledge of these factors and the underlying relationships can help managers to structure and manage the market research function in the organization.

Keywords: Market Research Departments, Market Research Information, Knowledge Utilization

The Blind Leading The Blind? How Companies Follow Similar Brands in Advertising Spending Across The Business Cycle Peren Özturan, Koç University Koen Pauwels, Özyeğin University Aysegul Ozsomer, Koç University

While descriptive research finds firms decrease their advertising spending during economic downturns, prescriptive research indicates increasing it is beneficial for firm performance. This paper aims to tackle this paradox by bringing in the role of social influence among marketing managers and examine imitation behavior between direct competitors as a potential explanation EMAC Conference for procyclical advertising spending. Building on strategic groups literature, the research proposes nd 42

417 11:00 - 12:30 Friday, 7 June 2013

and shows that similarity with respect to market share, price levels, and consumer mind share leads firms to behave in a similar way when they decide on advertising spending. We conduct a time series analysis over a dataset that covers six consumer packaged goods categories through 2001 and 2010 from Spain and find that imitation is less influential through downward business cycles.

Keywords: Advertising, Business Cycles, Competition

Social Media Performance Management: A Market-Oriented Analysis of Direct and Moderating Effects Erik Klautzsch, University of St. Gallen Melania Molinari, University of St.Gallen Sven Reinecke, University of St.Gallen

Past research on Social Media management established mainly consumer behavior-based factors (e.g. word-of-mouth, social influence) as possible antecedents of Social Media performance. Yet, there is little evidence on how Social Media management processes impact outcomes. This study examines how the concept of market orientation affects Social Media performance. A moderated multiple regression analysis based on a survey with n=158 Social Media companies shows that goal-orientation, output control and strategic control positively impact Social Media performance. Results further show that output control negatively moderates and cultural control positively moderates the impact of goal-orientation on Social Media performance. Implications for theory and practice towards an effective and efficient Social Media management are provided.

Keywords: Social Media Performance, Market Orientation, Theory of Market Control EMAC Conference nd 42

418 Friday, 7 June 2013 11:00 - 12:30

Session 12.11 New Technologies and E-Marketing

Session Title: Social Commerce Room: D504 Session Chair: Tilo Halaszovich, Bremen University

A Cross-National Comparison of the Formation of Behavioural Intention to Like A Brand’S Facebook Fan Page: South Africa vs. Germany Tilo Halaszovich, Bremen University Jacques Nel, University of the Free State

In order to build relationships with customers through social media, marketing managers focus marketing activities on getting as many customers as possible to Like the brand’s Facebook fan page. The primary objective of this study is to identify, by means of a cross-national empirical study, the factors that have a positive influence on a Facebook user’s Intention to Like a fan page in the absence of external motivational factors. The findings are generalized by means of contrasting the results from South Africa and Germany. The results of the study show that Brand passion is the main determinant of Intention to Like a brand’s Facebook fan page. The results also show that Brand passion is directly influenced by Brand delight and Brand identification, but not by Brand satisfaction. The model holds in both cross-national cohorts.

Keywords: Facebook, Intention to Like, Cross-National Comparison

Social Commerce: Managerial Challenges and Marketing Opportunities: A Qualitative Study Annaluce Latorre, Rome “La Sapienza” University Maria Vernuccio, Rome “La Sapienza” University Alberto Pastore, Rome “La Sapienza” University

The increased popularity of social media, such as Facebook and Twitter, has presented EMAC Conference opportunities for new business models in the e-commerce industry, which are often referred to nd 42

419 11:00 - 12:30 Friday, 7 June 2013

as social commerce. Social commerce involves the use of Web 2.0 social media technologies and infrastructure to support online interactions and user contributions to assist in the acquisition of products and services. This paper aims to explore practitioners’ interpretative perspectives on this phenomenon. We draw upon 30 in-depth interviews with European digital marketing specialists and examine their perspectives using content analysis. The findings illustrate the main marketing opportunities and critical aspects of social commerce. Managerial implications and future lines of research are discussed.

Keywords: Social Commerce, Managerial Challenges, In-Depth Interview

What Makes Brand Fan Pages in Social Networks Successful? An Empirical Study on Facebook Users’ Attitudes towards Fan Pages of Food and Beverage Brands Barbara Kleine-Kalmer, Universität Bremen Christoph Burmann, Universität Bremen Michael Schade, Universität Bremen

Brand fan pages in social networks have become increasingly prominent and relevant for marketing research. To understand what influences the user’s attitude toward the brand fan page, it is necessary to investigate the motivations of becoming a fan. The research project outlined in this paper aims at exploring uses and gratifications for becoming fan of a brand in a social network. For this purpose a study of 2.000 Facebook-users was conducted.

Keywords: Social, Facebook, Fanpage EMAC Conference nd 42

420 Friday, 7 June 2013 11:00 - 12:30

Session 12.12 New Technologies and E-Marketing

Session Title: Social Media and Branding Room: D502 Session Chair: Nimet Uray, İstanbul Technical University

Identify You!! Creating Brand Loyalty in Online Social Networks Manuela Lopez, University of Murcia María Sicilia, University of Murcia Alberto Moyeda-Carabaza, University of Murcia

Online social networks have drastically changed the marketing environment, increasing the possibilities that companies have to interact with their consumers. Companies are starting to use this channel as an essential part of their marketing and brand building activities. One of the first thinks to do is to create a virtual brand community (VBC). Communities that build around a brand give many advantages to companies. However, few studies have analyzed yet VBCs developed within online social networks. Our aim is to determine the antecedents and consequences of identification with a VBC created in an online social network. Personal-brand connection, group brand connection and need for uniqueness (NFU) are the antecedents included in the model and brand loyalty is introduced as the main outcome. We demonstrate that identification with the VBC mediates the relationship between personal-brand connection and group brand connection with brand loyalty, whereas NFU has a negative direct effect on loyalty. Results also show that the relationship between NFU and brand loyalty is moderated by the type of brand.

Keywords: Virtual Brand Community, Online Social Network, Identification with Brand Community EMAC Conference nd 42

421 11:00 - 12:30 Friday, 7 June 2013

From Consumer Engagement Behaviors with the Brand on Facebook to Brand Attachment Karine Raïes, INSEEC Research Center Cindy Caldara, IUT II UPMF Agnès Helme-Guizon, IAE UPMF

This research aims at providing managers with some insights about how to efficiently manage their brand on Facebook. It focuses on whether and how behaviors on a brand fan page engage consumers with the brand. Data collected through an online survey show that consumer engagement behaviors (CEBs) on a Facebook brand page impact brand attachment and that the attitude towards the presence of the brand on the social media mediates this relationship. Moreover they highlight that this model holds only for consumers with a high participation level on Facebook. Such results are then discussed along with the raised limits and research avenues.

Keywords: Engagement, Facebook, Attachment

Session 14.10 Product and Brand Management

Session Title: Brand and Line Extentions Room: D101 Session Chair: Ozge Ozgen, Dokuz Eylül University

Marketing Line Extensions: The Interplay of Innovation and Marketing Mix Variables Hui-Ming Deanna Wang, San Francisco State University Ian Sinapuelas, San Francisco State University

Although marketers introduce product innovations using line extensions, extant research provides little empirical evidence on the effects of this product strategy. The objective of this study is to examine the effects of innovation and its interactions with the marketing mix variables EMAC Conference

nd on the average trial probability across different new line extensions. Using data from 200 new 42 line extensions across 23 consumer packaged goods categories, the authors employ a two-stage 422 Friday, 7 June 2013 11:00 - 12:30

approach in which trial probability is estimated in the first stage and average trial probability is related to product innovation, marketing mix variables, and their interaction effects in the second stage. The authors find that innovative line extensions tend to have a greater level of average trial probability. While innovative line extensions gain greater trial increase from stronger parent brands, non-innovative line extensions benefit more from greater distribution and advertising. The results offer insights into the strategies concerning marketing innovative line extensions.

Keywords: Line Extension, Innovation, Marketing Mix Variables

The Effect of Consumer Gender on the Evaluation of Cross-Gender Brand Extensions in Western Cultures Isabelle Ulrich, ESC - Rouen Business School

Despite the growing trend of cross-gender brand extensions – masculine or feminine brands that extend to the opposite gender – this practice is not always successful on the marketplace. Prior research in Asia showed the impact of consumer biological sex on the evaluation of these extensions. This research examines the effect of consumer biological sex but also consumer gender identity and gender role attitudes on the evaluation of these extensions, in a western culture where the femininity/masculinity pattern is different from Asia. The influence of gender role attitudes is shown: consumers with traditional gender role attitudes are more reluctant to these extensions than consumers with egalitarian gender role attitudes. No impact of consumer biological sex or gender identity is identified.

Keywords: Brand Gender, Cross-Gender Brand Extensions, Gender Identity

Decision-Making Styles’ Influence on Brand Extension Success Drivers – It Matters Where You Come from and Where You Go Carsten Schulze-Bentrop, University of Muenster Michael Steiner, University of Muenster

Brand extensions are commonly used to increase new product success. We show that de-cision- making styles for the parent brand’s goods and extension products influence the importance of brand extension success factors. Perceived quality and involvement with the parent brand are fundamental success factors for any extension. However, the importance of other factors (such EMAC Conference nd as the extension’s availability and consumer innova-tiveness) depend on the decision-making 42

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strategies customers use when purchasing the parent brand’s products or brand extensions. Companies should adapt their branding strategies and decision-making styles to an extension’s origin and direction.

Keywords: Brand Extensions, Brand Management, Decision Making Styles

Purchasing Behavior of Islamic Brands: An Experimental Research Özge Özgen, Dokuz Eylül University Sumeyra Duman Kurt, Dokuz Eylül University

Islamic branding has become a popular topic among academicians due to increasing demand for Islamic products and intensified competition among companies to capture this customer segment. This study is the first to apply an experimental research in this field to predict and observe purchase behavior for Islamic brands through theory of reasoned action (TRA). Specifically, the applicability of TRA for Islamic branding alternatives (true Islamic brand, inbound Islamic brand, domestic brand with halal certificate) is assessed via a between-subjects experimental design. The results show that consumers have more unfavorable attitude and subjective norm for buying true Islamic brand whereas the actual purchase behavior did not differ across conditions.

Keywords: Islamic Branding, Halal Certificate Theory of Reasoned Action EMAC Conference nd 42

424 Friday, 7 June 2013 11:00 - 12:30

Session 15.04 Relationship Marketing

Session Title: Selected Issues in Relationship Marketing Room: D505 Session Chair: Jon U. Becker, Kühne Logistics University

Managing Complaints to Improve Customer Profitability Iguácel Melero Polo, University of Saragossa Jesús Cambra, University of Pablo de Olavide, Sevilla Javier Sese, University of Zaragoza

In this study, the authors aim to understand whether, to what extent, and for whom, organizational responses to customer complaints can improve CLV. To do so, they propose a conceptual framework that identifies three key strategies (timeliness, compensation, communication), and that integrates relationship marketing into complaint handling. The framework is tested using longitudinal data for a sample of 791 customers of a bank and applying a latent class model. The results reveal that: (1) complaint handling can actually increase CLV after a service failure; (2) communication has a direct effect and timeliness and compensation have complex, non-linear effects on CLV; (3) relationship marketing during complaint handling can have a detrimental effect on building relationships; and (4) there is high heterogeneity (5 segments).

Keywords: Customer Lifetime Value (CLV), Complaint Handling, Relationship Marketing

The Role of Geographic Distance on Product Adoption and Customer Referrals for Digital Natives and Digital Immigrants Jannik Meyners, Kühne Logistics University Christian Barrot, Kühne Logistics University Jan U. Becker, Kühne Logistics University

The emergence of new communication technologies in the past decades has considerably facilitated the way consumers exchange information about products. Geographic barriers of EMAC Conference communication have nearly been completely removed as the costs of communication no longer nd depend on the geographic distance. Thus, the role of geographic distance for word of mouth has 42

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become uncertain, particularly for younger consumers who extensively use new communication technologies. Using comprehensive network data from a telecommunication provider, we examine if geographic distance is still important in the context of adoption decisions and customer referrals. Further, we test if the impact of distance differs between digital natives and digital immigrants.

Keywords: Referrals, Adoption, Targeting

The Moderating Role of Industry and Firm Characteristics on the Effects of Value Equity, Brand Equity, and Relationship Equity on Loyalty Yi-Chun Ou, University of Groningen Thorsten Wiesel, Westfälische Wilhelms-Universität Münster Peter Verhoef, University of Groningen

Customer loyalty research has shown that value-, brand- and relationship equity (VBRs) positively affect customer loyalty. Based on this, we examined the potential cross-industry and cross-firm variance of the effects of VBRs. We also identify several industry- andfirm characteristics to explain the variance. The data is collected from multiple sources: (1) the customer data of 95 leading firms across 18 services industries, (2) experts’ opinions, and (3) external sources. The results show that positive VBRs’ effects are indeed context specific. Hence, considering the idiosyncratic influences of the contexts (e.g., environmental turbulence, industry advertising intensity, product visibility, contractual settings, firms’ innovativeness, and firms’ market position) helps firms make effective loyalty strategies.

Keywords: Customer Loyalty, Marketing Strategy, Contextual Influence EMAC Conference nd 42

426 Friday, 7 June 2013 11:00 - 12:30

Session 17.04 Sales Management and Personal Selling

Session Title: Sales Person Stress and Performance Room: D404 Session Chair: Andras Bauer, Corvinus University of Budapest

The Analysis of the Burnout Syndrom Among Hungarian Salespeople András Bauer, Corvinus University of Budapest Ariel Mitev, Corvinus University of Budapest Krisztina Dörnyei, Corvinus University of Budapest

The high level of work related stress and one of its consequences – burnout, is the most problematic area of the sales profession. While there is an overall agreement about the impact of role ambiguity and role conflict on burnout, burnout’s multidimensionality is often discussed. Further, researchers do not necessarily agree whether intrinsic motivation is an antecedent or consequence of burnout. In this study we analyze the burnout antecedents and consequences, and use a SEM model to test the hypotheses. We demonstrate how work stressors (role conflict and role ambiguity) affect the burnout dimensions (emotional exhaustion, depersonalization, and reduced personal accomplishment). We model all three burnout dimensions in a particular sequence and present how these affect the perceived performance and intrinsic motivation. The results are based on an empirical study carried out in Hungary and support the presence of burnout among Hungarian salespeople. As a managerial conclusion we show that firms have to go beyond individual level coping and introduce managerial action to solve the problems related to burnout.

Keywords: Burnout, Sales, SEM EMAC Conference nd 42

427 11:00 - 12:30 Friday, 7 June 2013

Resilience as a Resource to Improve Sales Performance in Adverse Workplace Situations Sebastian Pyka, Chemnitz University of Technology Steffen Jahn, Chemnitz University of Technology Cornelia Zanger, Chemnitz University of Technology

Personal sellers are particularly apt to role stress, which can jeopardize well-being and mental health. Currently, no generally accepted model exists that explains how salesperson-perceived stress affects sales performance. Complementing existing research, we propose a model where the negative effect of ambiguity-based stress on sales performance is mediated by aptitude, work engagement, and sales-related knowledge. Moreover, we discuss the role of resilience as a psychological resource of sellers to cope with adverse workplace situations. A field study supports the proposed framework that role ambiguity indirectly influences sales performance. Results also show that resilience is an important concept that can buffer workplace adversity.

Keywords: Resilience, Role Ambiguity, Sales Performance

Salesperson Role Stress and Unethical Behavior Anssi Tarkiainen, Lappeenranta University of Technology Nick Lee, Aston Business School John Cadogan, Loughborough University Business School Sanna Sundqvist, School of Business, Lappeenranta University of Technology

The present study assesses the relationship between salesperson role stress and unethical behavior. We use a multilevel data set of Finnish sales organizations to show that role ambiguity and role conflict act to encourage unethical behavior among salespeople. However, we show that the route to unethical behavior differs between role ambiguity and role conflict. We also assess how management can best shape the relationship between role stress and unethical behavior.

Keywords: Ethics, Sales, Stress EMAC Conference nd 42

428 Friday, 7 June 2013 11:00 - 12:30

Session 18.10 Services Marketing

Session Title: Service Failure and Recovery Room: D203 Session Chair: Ana Salazar, Fernando Pessoa University

Trust Recovery after Double Deviation: Promise and Apology Effects Kenny Basso, Faculdade Meridional - IMED Cristiane Pizzutti Dos Santos, Universidade Federal do Rio Grande do Sul

This paper aims at investigating the breach and recovery of customer trust in the company after a poor failure recovery - a double deviation situation. Two experimental studies (with 132 retail employees and 163 MBA students) using role playing scenarios were operationalized. The findings indicate that: 1) the promise of non-recurrence of the failure and apology tactics generate higher levels of trust in the company than any recovery tactic; 2) the effects of both tactics on trust are mediated by attributions of competence or integrity; 3) the effectiveness of the recovery tactics depends on the type of trust violation.

Keywords: Trust Recovery, Double Deviation, Service Failures

Redoubling Emotions: An Analysis of Customers’ Emotional Patterns Following Service Failure and Recovery Sara Valentini, University of Bologna Chiara Orsingher, University of Bologna

Complaint handling research has traditionally studied customer emotional reactions following a service failure or a service recovery. To see how the combined effect of emotional responses occurring after a service failure and after a service recovery affects overall satisfaction and satisfaction with complaint handling we conducted an experiment. Our findings indicate that experiencing redoubled emotions in a service failure/recovery situation has a stronger effect on overall satisfaction and satisfaction with complaint handling than experiencing one single EMAC Conference emotion. Our findings also show that different combinations of emotional responses (e.g. nd 42

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negative after failure - positive after recovery, negative after failure – negative after recovery) modulate satisfaction judgments.

Keywords: Complaint Handling, Emotions Justice Theory

Effects of Failure in Consumption Systems Henning Kreis, Free University of Berlin Till Dannewald, University Goettingen

Firms increasingly do not sell a singular product or service by themselves but provide offerings that consist of various subsystems forming one consumption system, like i.e. in the automotive industry where the automobile as the product subsystem and the car dealer as a service subsystem form one consumption system especially from the customer perspective. Failure research, however, has not sufficiently addressed this topic of interrelated subsystems so far. With our research we try to integrate consumption systems and failure research to disentangle the effects of failure and failure severity not only on a firm, but a consumption system. A large dataset from the automotive industry enables us to gain important insights on the relationship of satisfaction and behavioral intention over various failure conditions and allows us to shed light on the role of system-specific factors like brand image and dealer engagement within these settings.

Keywords: Service Failure, Consumption Systems, Automotive Industry EMAC Conference nd 42

430 Friday, 7 June 2013 11:00 - 12:30

Session 19.10 Social Responsibility, Ethics and Consumer Protection

Session Title: Social Responsibility Room: D503 Session Chair: Jaywant Singh, Kingston University

Financial Capability Among the Young: Youth Perceptions of the Responsibilities of Organisations Promoting Financial Capability Outi Uusitalo, University of Jyväskylä Laura Luukkanen, University of Jyväskylä

This study explores the youth perceptions about the responsibilities of financial actors promoting youth financial capability as a form of corporate social responsibility action. The qualitative data was collected using focus groups. The young hope to gain finance-related information from several actors and from different perspectives. School is seen as a good mediator of financial information and partner in cooperation to other actors. Financial education is only interesting to the young when considered topical. In order to promote youth financial capability the actors need to improve their image, become more active and focus on comprehensible and accessible information provision.

Keywords: Financial Capability, Young People, Corporate Social Responsibility

The Role of Corporate Social Responsibility in Consumer Evaluation of Cobrands Jaywant Singh, Kingston University Mercedes Galan-Ladero, University of Extremadura Stavros Kalafatis, Kingston University

An important aspect of brand perception emanates from its corporate social responsibility (CSR) activity. When brands involved in CSR activities form an alliance, their respective perceptions will impact the attitude towards alliance. Yet the impact of partner brands’ CSR activities on EMAC Conference consumer evaluation of cobrands has not been investigated. Our study examines the role of nd 42

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CSR perceptions in consumer evaluation of cobrands. Employing an experimental design, we test six cobranding scenarios in three product categories. The results confirm CSR perceptions as a robust indicator of attitudes to cobrands. The findings have managerial implications for designing CSR strategies for cobrands.

Keywords: Cobranding, Corporate Social Responsibility Fit, Partial Least Squares

What Makes People Not Throw Goods Away When They Want to Get Rid of Them? An Application to Books, Clothes and Mobile Phones Florence De Ferran, University of La Rochelle Elisabeth Boutry-Robinot, IAE Savoie Mont Blanc, Savoie University

Knowing what people do when an object is useless is mandatory, especially nowadays where firms communicate on sustainable development and public policies in developed countries on the need to reduce the amount of waste. This research funded by a French organization involved in this topic, ADEME, tries to evoke information on that point. After a first stage where we have conducted qualitative interviews to define what people do when they want to get rid of three types of objects - clothes, books and mobile phones - this research focuses on what motivates people to adopt a particular behavior rather than throwing them away. The perceived condition of the good and the usefulness dimension of the attitude impact on the adoption of a more responsible behavior. However, regarding the types of objects considered, specific determinants have been identified and have to be taken into account to motivate people not to throw objects away.

Keywords: Socially Responsible Behavior, Ecological Behavior, Second-Hand Product EMAC Conference nd 42

432 Friday, 7 June 2013 11:00 - 12:30

Session 20.07 Tourism Marketing

Session Title: Service Quality Room: D405 Session Chair: Enrique Bigne, University of Valencia

Does CSR Influence The Reputation of Tourism Services Providers? Model of Influence on Tourist Behaviour Rafael Curras-Perez, Universitat de València Alejandro Alvarado, Universidad de Quintana Roo Enrique Bigne, Universitat de València Joaquín Aldás, Universitat de València

This work proposes an influence model of perceived tourism company CSR on company reputation and tourist behaviour. Perceived CSR is seen as a second order factor reflecting the three dimensions of sustainable development: economic, social and environmental. After collecting data from 462 tourists, the model estimation results suggest that the mechanism of CSR influence on company reputation and tourist behaviour follows a classical hierarchy of effects model where CSR and brand reputation (beliefs) mainly influence brand attitude and through that, behaviour

Keywords: CSR, Reputation, Tourist Behaviour

The Effects of Service Recovery Satisfaction in The Hotel Industry on Destination Image and Post-Trip Behaviour Intention Mahadzirah Mohamad, University of Malaysia Terengganu Ahmad Rusdi Abdullah, Universiti Malaysia Terengganu

The study aims to determine the relationships between satisfaction with service recovery and the image of the destination and post-trip behaviour intention. A conceptual model depicting the relationships among these constructs was proposed. The model, consisting of four hypotheses, EMAC Conference was empirically tested using structural equation modelling on survey data collected from 168 nd international tourists visiting Malaysia. The empirical findings reveal that service recovery has 42 433 11:00 - 12:30 Friday, 7 June 2013

both direct and indirect effects on destination image and behaviour intention. The implications of the study are discussed before concluding the paper with limitations and directions for future research.

Keywords: Service Recovery Satisfaction, Destination Image, Behavioural Intentions

Developing a Scale to Measure the Benefits of Co-Production Nic Terblanche, University of Stellenbosch

The purpose of this research was to develop a scale to measure the benefits customers receive from co-producing a trip with a travel agent. Exploratory research was used to define the domain of the study and generate items. Two data collection and statistical analyses phases were used to purify the scale. The outcome is a three dimensional scale with 12 items. Functional, financial, and symbolic dimensions emerged as the benefits customers seek when co-producing a trip with their travel agent. The study provides insight into what motivates customers to engage in co- production, and provides a tool to measure co-production benefits. The scale allows travel agents to measure the extent to which these benefits are met for performance evaluation, segmentation, bases for differentiation and to formulate value propositions.

Keywords: Co-Production, Benefits, Scale EMAC Conference nd 42

434 Friday, 7 June 2013 15:00 - 16:30

FRIDAY - 15:00 - 16:30

Session 01.12 Advertising, Promotion and Marketing Communications

Session Title: Placements, Narratives and Storytelling Room: D201 Session Chair: Patrick de Pelsmacker, Antwerp University

Cultural Differences in the Perception of Product Placements in Films Fanny Chan, Seng Management College Dan Petrovici, University of Kent Ben Lowe, University of Kent

This research contributes to literature on international marketing by exploring the effectiveness of product placement across cultures which has yet to be empirically examined. Based upon a content analysis of brand appearances in high grossing films within the United Kingdom (UK) and Hong Kong (HK), and an experiment on young consumers from the UK and HK, the results indicate that a prominently or a less well-known placed brand leads to less positive attitudes in HK (a more assertive and performance-oriented culture) than in the UK (a less assertive and performance-oriented culture). However, prior disclosure of product placement does not cause any difference in brand evaluation across cultures. Managerial and policy implications are discussed.

Keywords: Product Placement, Cultural Orientation, Prominence EMAC Conference nd 42

435 15:00 - 16:30 Friday, 7 June 2013

Brand Placement in a Real-Life Television Show: The Effectiveness of Integrated and Non-Integrated Placement and the Role of Connectedness Yann Verhellen, Antwerp University Nathalie Dens, Antwerp University Patrick De Pelsmacker, Antwerp University

Through a four level experiment, the present study explores the effectiveness of different brand placement techniques, and the impact of audience connectedness. In a real-life televised cooking programme, we investigate how integrated placement, non-integrated placement and connectedness influence brand recall, brand attitude and consumer activation. Results show that the combination of integrated and non-integrated placement leads to the highest brand recall, without negatively impacting brand attitude and consumer activation. Audience connectedness has no significant effect on brand recall, and a significantly positive impact on brand attitude and consumer activation. Findings, limitations and managerial implications are discussed.

Keywords: Brand Placement, Television, Advertising

Constructing Moral Legitimacy of Products through Story-Telling Strategies Elina Maria Koivisto, Aalto University School of Economics Andre Spicer, Cass Business School, City University Pekka Mattila, Aalto University School of Business

For people to engage in consumption of products, these need to be perceived as legitimate. However, despite the importance of legitimacy for products, it has only recently been addressed in the study of marketing. This paper explores the ways in which companies can influence the moral legitimacy of their products by engaging in story telling strategies. We use a controversial fashion item, fur, to exemplify these responses to externally inflicted changes in the legitimacy of products. This is particularly interesting as previous research indicates that legitimacy has significant influence on long-term survival of firms.

Keywords: Legitimacy, Narratives Marketing, Communications EMAC Conference nd 42

436 Friday, 7 June 2013 15:00 - 16:30

Session 03.19 Consumer Behaviour

Session Title: Consumer Value Appraisal Room: D103 Session Chair: Matteo Corciolani, University of Pisa

Immaterial Labour on Facebook: Exploring Consumers’ Expressions of Production Activities Rikke Duus, University of Hertfordshire Muditha Cooray, University of Hertfordshire

On Facebook consumers produce and consume content, contributing to the economic capital accumulated by the organisation. Whilst many consumers enjoy the extended communicative abilities, relationship maintenance and identity exploration derived from their production of content, we found evidence that at times consumers’ use value is compromised. This paper reports on a qualitative study into consumers’ expressions and experiences of working immaterially on Facebook. Findings demonstrate how threats of social exclusion drive the need for constant production of content. Consumers feel ‘always on’, always working and unable to escape the demands of other immaterial labourers.

Keywords: Facebook, Immaterial Labour, Co-Creation

The Role of Product Involvement on the Relationship between Object- Related Authenticity and Existential Authenticity Matteo Corciolani, University of Pisa

Authenticity is often conceptualised as a multi-dimensional construct. However, the role of consumers in perceiving the various authenticity dimensions is less explored. This paper investigates the role of product involvement on the relationship between object-related (i.e., indexical or iconic) authenticity and existential authenticity. Findings confirm that indexical authenticity has a positive effect on existential authenticity. When considering EMAC Conference product involvement, however, it appears that this effect is only significant for highly involved nd 42

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consumers; conversely, for less involved consumers, indexical authenticity does not influence existential authenticity. Instead, iconic authenticity positively influences existential authenticity independent of product involvement. Results’ implications and suggestions for future research are provided.

Keywords: Object-Related authenticity, Existential authenticity, Product involvement

The Articulation of Value at a Market Level Carlos Adrian Diaz Ruiz, Hanken School of Economics Jonas Holmqvist, BEM Bordeaux Management School Lisa Penaloza, BEM Bordeaux Management School

The nature of value for consumers has been of central interest in consumer research. However, understudied is the conceptualization of value at a market level. One reason is the disassociation of value perceptions and experiences from socially constructed repeated patterns of practices. Combining semiotic analysis and practice theory, the authors use participant observation in a community of salsa dancers to explain how an offering becomes valuable at the interfaces between an inner, phenomenological environment, and an outer semiotic-material environment. Three layers signify this interface: 1. Material devices in action. 2. Sign systems and semiotic interplay. 3. Communities of embodied practices.

Keywords: Value, Markets, Ethnography EMAC Conference nd 42

438 Friday, 7 June 2013 15:00 - 16:30

Session 03.20 Consumer Behaviour

Session Title: Persuasion: Why Should You Buy My Carpet? Room: D102 Session Chair: Wendy Spinks, University of the Sunshine Coast

“Attribute-Competition” or Rational Inference in Consumer Multi- Attribute Utility Judgments? A Bayesian Interpretation of Common “Attribute-Competition” Effects During Preference Learning Chylinski Mathew, University of New South Wales

Associative learning theory in psychology provides one important framework for understanding consumer preference learning in Marketing. Its key observation is the notion of attribute competition. A typical notion of attribute competition considers it a departure from ‘rational’ inference, where effects such as blocking, overshadowing, or superlearning interfere with the consumer’s ability to learn the true value of product attributes. In this paper we bridge the gap between the consumer psychology and marketing science by suggesting an alternative interpretation based on Bayesian Noisy-OR model. We show how the model accounts for existing findings in the literature and provides new testable predictions.

Keywords: Associative Learning, Attribute Competition, Bayesian Modeling

Do Highly Emotive Commercials Drive Sales? A Single-Source Approach Karen Nelson, Field, University of South Australia Jennifer Taylor, Ehrenberg-Bass Institute, University of South Australia Nicole Hartnett, Ehrenberg-Bass Institute, University of South Australia Rachel Kennedy, Ehrenberg-Bass Institute, University of South Australia

Advertising content is a key driver of campaign success. Even so, mounting evidence suggests that advertising content is processed with little conscious thought, and emotions direct attention and accessibility of (advertised) memories at the point of purchase. Hence, we sought EMAC Conference to examine the relationship between emotions evoked by content and in-market sales. An nd 42

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established construct of emotional arousal and valence was applied against a categorical sales success measure based on single-source data. We found copies that elicited high arousal positive emotions were positively related with high sales. We further found that while the effect of high arousal was moderated (increased) by the presence of valence (positive), the contribution of arousal alone was stronger than that of valence alone. These findings are incredibly promising for the progression of advertising creation and research.

Keywords: Advertising, Emotion, Single-Source

The Impact of the Marketing Mix on Consumers’ Evaluation of Health and Well-Being Services Wendy Spinks, University of the Sunshine Coast

It is particularly important for service providers to understand the influence of their different marketing elements on their consumers’ behaviour, as services lack the tangible search qualities found in goods. This paper provides results of research into the influence of marketing mix elements on mature age consumers’ evaluation of the performance of health and well-being services as an alternative to SERVQUAL. The research used a traditional two stage scale development approach followed by a survey of mature Australians, aged forty three and older, to evaluate a health or well-being service. The new instrument was tested using structural equation modelling and found empirical evidence that that all elements of the services marketing mix influenced consumers’ evaluation of the service and hence their satisfaction levels and intended post-purchase behaviour, such as word-of-mouth.

Keywords: Post-Purchase Behaviour, Marketing Mix, Service Performance

The Effects of Credibility and Salience of Signals on Economic Performance: A Study of Corporate Art Collectors Monika Kackovic, University of Amsterdam Joris Ebbers, University of Amsterdam Nachoem Wijnberg, University of Amsterdam

In our paper we distinguish between third party source credibility and salience as two

EMAC Conference independent and distinct dimensions of signal strength and study the affects on sales performance. nd

42 Additionally, we consider career age of producers. The results show that source credibility and

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salience influence signal strength differently and thus, affect consumer behavior to different extents; career age moderates this relationship. These results have generalizable implications for all markets, especially those where there is high uncertainty because product quality is not easily visible and/or if consumers gain prestige by being perceived early adopters.

Keywords: Source Credibility, Salience, Liability Of Newness

Session 03.21 Consumer Behaviour

Session Title: Advancing Experience Research: New Measurements and Implications Room: D304 Session Chair: Lia Zarantonello, IÉSEG School of Management

An Experiential Account of Happiness in Life and in Ads Lia Zarantonello, IÉSEG School of Management J.J. Brakus, Leeds University Bernd H. Schmitt, Columbia Business School

How can everyday consumption activities, and the experiences that result from them, contribute to individuals’ happiness? To explore the relationship between consumption experiences and happiness, we conducted two studies. In Study 1, participants kept a diary in which they reflected upon their daily consumption activities and the evoked specific experiences—sensory, affective, intellectual and behavioral—and then recorded their states of happiness. In Study 2, participants evaluated mock-up print ads, which evoked one of four experience types, on three happiness dimensions: pleasure, engagement or meaning. Results reveal that intellectual experiences increased perceived meaning, that sensory and behavioral experiences increased perceived pleasure and that behavioral and intellectual experiences increased perceived engagement.

Keywords: Consumption Experiences, Happiness, Advertising EMAC Conference nd 42

441 15:00 - 16:30 Friday, 7 June 2013

Delving Inside the Multidimensional Nature of Experience across Different Consumption Activities Amalia Triantafillidou, Athens University of Economics and Business George Siomkos, Athens University of Economics and Business

Consumption experience is not a simple unitary concept, but instead, is a complex and multidimensional construct. The present paper developed and validated a scale for the measurement of consumption experience that could be applied in different contexts. The scale was comprised of seven dimensions namely, hedonics, flow, escapism, socializing, challenge, learning, and communitas. The experience scale showed good internal reliability, convergent and discriminant validity. Moreover, significant differences were found between the experience dimensions across the different types of activities. Consumers of performing arts experienced intense feelings of flow and escapism whereas vacations and restaurant meals were regarded as hedonic and shared experiences. In addition, driving a car was characterized as a challenging experience while reading a novel was described as a learning experience.

Keywords: Consumption Experience, Scale Development, Hedonic Consumption

The Capacity Limitation of Feelings: Imagining More Consumption Experiences Reduces Feeling-Based Valuations Kuangjie Zhang, INSEAD Steven Sweldens, INSEAD Monica Wadhwa, INSEAD

In the current research, we demonstrate that consumers’ feeling-based valuation of a package containing multiple different desirable consumption items can be lower than their feeling-based valuation of any single item from the package. We argue that this effect is caused by consumers’ limited mental imagery resources, which restrain their ability to form concrete and vivid mental images of multiple different consumption experiences simultaneously. As such, this effect is more likely to occur: -1) when consumers rely on feelings (vs. calculation), -2) when consumers have a hedonic (vs. utilitarian) consumption goal, and -3) when consumers have a greater reliance on mental imagery.

EMAC Conference Keywords: Affect, Feelings, Imagery nd 42

442 Friday, 7 June 2013 15:00 - 16:30

Session 08.04 Marketing Research and Research Methodology

Session Title: Marketing Research IV Room: D501 Session Chair: Reto Hofstetter, University of Lugano

A Subset Statistical Design Approach to Improve the Performance of Conjoint Analysis in Marketing Research Ruben Huertas-Garcia, Barcelona University Juan Carlos Gázquez-Abad, Universidad de Almería Francisco J. Martínez-López, Universidad de Granada and Universitat Oberta de Catalunya

This paper focuses on how to build choice sets in Conjoint Analysis. Recent studies show the statistical advantages of using subset designs randomly arranged and also the behavioural benefits of using partial profile. However, if the researcher’s goal is not only to estimate the main factors but also the two-factor interactions, it is not guaranteed that a random assignment of profiles generates a design with an adequate resolution capability. This option can only result from a statistical design arrangement. We propose a method to configure subsets of stimuli in blocks, which is thought to be a particularly useful application for marketing experiments. The method includes: 1) determining the number of profiles included in the experiment, 2) building a combination of levels for each factor that is based on a three-level design and which uses D-optimal criterion, and 3) organizing designs in an orthogonal block structure. This paper describes properties of this method and provides an experiment to compare performance between a subset design and a classical Green and Wind design arranged in a random block.

Keywords: Subset Designs, Block Design, Conjoint Analysis EMAC Conference nd 42

443 15:00 - 16:30 Friday, 7 June 2013

Multi-Touchpoint Customer Segmentation in Relational Contexts: Using a Real-Time Experience Tracking Approach Emma K. Macdonald, Cranfield School of Management Umut Konus, Eindhoven University of Technology Hugh Wilson, Cranfield School of Management

Channel and media proliferation make it a challenge to segment customers with respect to their direct and indirect touchpoints with the firm. Previous work focuses on certain direct channels, ignoring role of mass media and WOM. It also frequently relies on recalled behaviour through cross-sectional surveys. Experience tracking method addresses these limitations. 458 consumers reported, via SMS, all encounters with their brand in 4 categories (banking, healthcare, mobile telecoms, soft drinks) over 4 weeks, providing 15,000 brand encounters. Latent class analysis identifies customer segments. Significant covariates of segment membership include innovativeness, shopping enjoyment, price consciousness, time pressure, well-being, and customer satisfaction. Real-time data collection and segmentation help with resource allocation across the complete media plan.

Keywords: Touchpoint, Experience Tracking, Segmentation

A Social Approach to Truth-Telling Reto Hofstetter, University of Lugano Christian Hildebrand, University of St. Gallen Andreas Herrmann, University of St. Gallen Emanuel De Bellis, University of St. Gallen Joel Huber, Fuqua School of Business - Duke University

How can we get people to admit to socially unpleasant truths about their health behavior in surveys? We propose a novel approach that provides incentives for truthful responding in hypothetical consumer surveys. In this approach, respondents answer survey questions in the context of a pure coordination game. In a series of studies, we show that the game induces greater truth telling by having respondents being rewarded if their answers agree with those of friends on Facebook. Improvement depends on the observability of the surveyed behavior, the tendency of the respondent to self-disclose, and the closeness of the Facebook friend. EMAC Conference

nd Keywords: Social Networks, Truth-Telling, Extended Self 42

444 Friday, 7 June 2013 15:00 - 16:30

Session 09.05 Marketing Strategy and Leadership

Session Title: Strategic Orientations in SMEs Room: D402 Session Chair: Sena Özdemir, University of Essex

Market Orientation and Innovation Initiatives in SMEs Simone Regina Didonet, Federal University of Paraná Guillermo Díaz-Villavicencio, Universidad Técnica Pardicular de Loja

This study examines how market orientation relates innovation initiatives in small and medium- sized enterprises (SMEs). Based on a sample of 325 Chilean SMEs, the quantitative findings show that the SMEs’ innovative efforts are facilitated by their market orientation. The results reveal that the extension to which SMEs use different sources of innovation and introduce internal changes oriented to innovation are positively influenced by market orientation. This study addresses a gap in the literature, by linking market orientation to the earlier efforts of the companies to accomplish innovation results instead of examining if or when market orientation contribute to the innovation success of the firm.

Keywords: Market-Orientation, Innovation, SMEs

Market Orientation, Interfirm Cooperation and Firm Performance: An Examination of Mediation and Moderation Effects Sena Özdemir, University of Essex Konstantinos Poulis, University of Essex Susan Hart, University of Strathclyde Efthimios Poulis, University of East Anglia Teck Yong Eng, University of Essex

This study aims to examine whether a single firm market orientation encourages interfirm cooperation (IFC), and moderates the effect of IFC on firm performance. A survey methodology EMAC Conference is used to collect quantitative data pertaining about the issues in relation to market orientation, nd interfirm cooperation and firm level performance. Data analysis undertaken using structural 42

445 15:00 - 16:30 Friday, 7 June 2013

equation modeling verifies that market orientation of a focal firm acts as an antecedent to IFC, which in turn enhances firm performance. This study attempts to make two distinct yet interrelated contributions: first, to investigate whether a single firm market orientation encourages IFC and second, to assess whether market orientation moderates the effect of IFC on performance. The research advances scholarship in the areas of market orientation and interfirm cooperation by shedding light on their interactions from diverse angles.

Keywords: Market Orientation, Interfirm Cooperation, Firm Performance

Adoption of Multiple Strategic Orientations in SMEs: An Explorative Comparison Saku Hirvonen, University of Eastern Finland Helen Reijonen, University of Eastern Finland Tommi Laukkanen, University of Eastern Finland

The study examines the level of adoption of multiple strategic orientations (SOs) in small and medium-sized enterprises (SMEs). Four SOs are addressed, namely market orientation, entrepreneurial orientation, learning orientation and brand orientation. Four groups of SMEs are formed based on two variables, namely turnover growth and market growth. The objective is to study whether there are significant differences between the groups in relation to the four SOs. To this end, 820 effective responses are collected from Finnish SMEs. Confirmatory factor analysis (CFA) is used to validate the constructs, followed by a one-way analysis of variance (ANOVA) used for group comparisons. The results show that the four groups differ from each other in terms of all four SOs.

Keywords: Market Orientation, Entrepreneurial Orientation, Learning Orientation EMAC Conference nd 42

446 Friday, 7 June 2013 15:00 - 16:30

Session 12.13 New Technologies and E-Marketing

Session Title: Value in Online User Profiles Room: D504 Session Chair: Şebnem Burnaz, İstanbul Technical University

Social Network Targeting with Revealed Preferences - Is There Really Value in Facebook’s User Profiles? Thomas Fandrich, Kühne Logistics University Michael Riechert, Kühne Logistics University Christian Barrot, Kühne Logistics University

Behavioral targeting approaches find increasingly attention among online advertisers. In par- ticular during the IPO of Facebook, the potential of this social network to provide superior targeting options for online advertising campaigns was frequently cited as a key success driv- er. In this study, we test whether revealed preferences on Facebook actually help marketers to target not only more relevant users but also to generate higher profits. In cooperation with a leading shop-bot platform, we conduct 128 targeting campaigns for a range of popular prod- ucts. We evaluate four different targeting strategies and benchmark behavioral approaches incorporating customer preferences with conventional strategies.

Keywords: Facebook, Targeting, Online

Converting Opinion Seekers in Opinion Givers in the Tourism Industry: Building Trust is Critical! Caroline Morrongiello, University of Grenoble Gilles N’Goala, Montpellier Recherche en Management (MRM) - Université Montpellier I

The interpersonal influence now includes its extension in cyberspace with eWOM. Consumers become information producers. However, companies face difficulties in making them partial- employees who participate in co-creating value and in promoting their products online. From EMAC Conference a literature review and a qualitative study, we identify eight possible antecedents of consumer nd 42

447 15:00 - 16:30 Friday, 7 June 2013

participation and customer engagement to a brand. Using structural equations modeling, we test our model in a French Ski Resort (N=1352) and demonstrate that consumers participate to help companies and not to vent negative feelings.The low consumer participation level is mainly due to their high level skepticism regarding sincerity of online reviews and companies ‘opportunistic and manipulative practices. Companies should trust their customers if they want them to become active online promoters.

Keywords: Consumer Engagement, Electronic Word Of Mouth (eWOM), Tourism

Spam: Segmenting Email Users Based on Privacy Concern and Protection of Personal Information Kim Janssens, Leuven University College Robrecht Van Goolen, Leuven University College

Today, unrequested commercial messages account for more than 70% of all email traffic. This research investigates how users protect their online privacy and segments users according to privacy sensitivity profiles. Web-survey data reveals that 94% of the participants has already received spam. Only 2.6% of the respondents reads the message, 55.4% deletes it immediately, 43.6% only reads the subject title and 27.6% opts out. In order to counter spam 27% blocks unknown senders and 17.5% installs spam filters. Cluster analysis reveals three profiles based on privacy concern, on collection of personal information and on unauthorized secondary use of personal information.

Keywords: Spam, Online Privacy Concern, Online Protection Behavior EMAC Conference nd 42

448 Friday, 7 June 2013 15:00 - 16:30

Session 12.14 New Technologies and E-Marketing

Session Title: Virtual Networks and Experiences Room: D502 Session Chair: Asuncion Hernandez, Universitat de València

Does Social Networking Really Impact on Brands? Ines Kuster, Universitat de València Asuncion Hernandez, Universitat de València Natalia Vila, Universitat de València Pedro Canales, Universitat de València

Despite significant interest in social networking and branding, academic research in the area of social networking is scarce (Mangold and Faulds, 2009). So, the aim of this research, and from a consumers’ perspective, is to understand social networking as a platform for interaction for brands. In this sense, and with a sample of 345 individuals aged 14 or more years residing in Spain that use at least one social network, an exploratory study was carried out. Results show a strong relationship between social networking attitude and brand attitude. Other interesting conclusions and implications were reached.

Keywords: Social Networking Attitudes, Brand Attitudes, SEM

How Product Representation Shapes Virtual Experiences and Re- Patronage Intention: The Role of Mental Imagery Processing and Experiential Value Suzanne Overmars, University of Antwerp Karolien Poels, University of Antwerp

Virtual stores are limited in the sensory information they can offer. Although previous studies have shown that virtual product experiences enhance product knowledge, the mechanism through which these experiences are able to ease the constraints associated with consumers’ lack EMAC Conference of physical examination remains unclear. In this paper we propose that mental imagery serves as nd a proxy for real sensory experiences, which is expected to be a salient mechanism in the process 42 449 15:00 - 16:30 Friday, 7 June 2013

of online value creation. An experimental study was set up in which two virtual stores, varying in terms of static versus dynamic product presentations, were tested. Structural model results show that dynamic (vs. static) representations of products encourage mental imagery processing which instigates all dimensions of experiential value and, in turn, affect re-patronage intention.

Keywords: Virtual Experience, E-Commerce, Consumer Value

The Virtual Brand Community’s Design To Enhance Firm’s Creativity: An Italian Case Monia Melia, University of Catanzaro Angela Caridà, University of Catanzaro Magna Graecia Maria Colurcio, University of Catanzaro Magna Graecia

This work aims to understand how firm use virtual communities to channel creativity for the development of innovation (Schröder, Hölzle 2010). The study is based on a qualitative research method: the netnography approach (Kozinets, 2006). It analyzes a case of excellence in the field of the co-generation of ideas, that represents a unique phenomenon in the Italian context. The present paper shows practically how firms design the architecture of VBCs to enhance the main factors of creativity and thereby to develop a fertile environment for the co-generation and the sharing of original, valuable and realizable ideas (Kristensson, Gustafsson, Archer 2004).

Keywords: Creativity, Virtual Brand Communities, Company EMAC Conference nd 42

450 Friday, 7 June 2013 15:00 - 16:30

Session 14.11 Product and Brand Management

Session Title: Brand Architecture & Authenticity Room: D101 Session Chair: Angela Bargenda, ESCE International Business School Paris

What Makes a Brand Authentic and Why Should We Care? Investigating the Antecedents and Consequences of Brand Authenticity Kristine Fritz, University of Basel Verena Schoenmueller, University of Basel Daniela Schaefer, University of Basel Manfred Bruhn, University of Basel

Consumers increasingly demand brands to be authentic. Thus, researchers as well as marketers demonstrate a growing interest in understanding how to influence a brand’s perceived authenticity. In this context, the present study develops and tests a model regarding the key determinants and consequences of brand authenticity. The results demonstrate that brand commercialization exerts a negative influence, while brand clarity, brand nostalgia, brand legitimacy, brand heritage as well as the employee’s passion positively influence brand authenticity. Regarding the impact of self- congruence, the results demonstrate a significant positive influence of actual self-congruence, but no significant impact of ideal self-congruence. Moreover, brand authenticity positively affects brand relationship quality, which in turn positively influences behavioral intentions.

Keywords: Brand Authenticity, Brand Perception, Brand Relationships

Architectural Branding in the Aesthetic Age Angela Bargenda, ESCE International Business School Paris

The paper is set out to make a theoretical contribution to the branding potential of corporate architecture (CA). It is argued that the aesthetic qualities of designed space offer significant marketing opportunities and sustainable identity-building value. Findings: Applied to the EMAC Conference financial services sector, architectural branding generates experiential value by building aesthetic nd interconnectedness with consumers, thus affording a tangible, real-life experience, absent from 42 451 15:00 - 16:30 Friday, 7 June 2013

digital interconnectedness. Conclusion: Substantial competitive advantage is derived from the strategic use of architecture as a branding tool.

Keywords: Aesthetic Branding, Corporate Architecture, Architectural Semiotics

A Strategy Typology for Styling: A Comparative Cluster Analysis of Small-, Mid- and Large-Sized Cars in the German Automotive Market Oscar Person, Aalto University School of Art and Design Jan Schoormans, Delft University of Technology Dirk Snelders, Eindhoven University of Technology and Aalto University

What are the main strategies companies can follow in styling new products? In this paper, based on a cluster analysis of 169 car models, we outline a strategy typology for styling. Specifically, we identify five different types of styling strategies for small-, mid- and large-sized car models with three styling strategies re-emerging over different model sizes. We also link the different styling strategies to the business strategies of automotive brands. The results suggest that different styling strategies are relevant under different environmental conditions, and that the styling strategies of automotive brands relate to their broader business strategies.

Keywords: Design, Branding, Strategy

The Multiple Roles of Fit Between Brand Alliance Partners in Alliance Attitude Formation Bendik Samuelsen, BI Norwegian Business School Lars Erling Olsen, Oslo School of Management

This paper tests the assumption that consumers’ perceptions of fit can serve different roles in attitude formation depending on the level of elaboration given to a persuasive message about a brand alliance. Under lower levels of involvement, brand concept fit should primarily produce a main effect, serving the role as peripheral cue, with more positive attitudinal responses to high vs. low fit. For more involved participants, fit should be perceived as an argument, identified through higher sensitivity to variations in argument quality. Results from an experiment showed support for these predictions. EMAC Conference nd Keywords: Brand alliances, Persuasion, Elaboration 42

452 Friday, 7 June 2013 15:00 - 16:30

Session 15.05 Relationship Marketing

Session Title: Organizational Aspects Room: D505 Session Chair: Manfred Krafft, University of Muenster

How Social Capital Elicits Member Citizenship Behaviors – A Structural Equation Model Anja Geigenmueller, Ilmenau University of Technology Alexander Leischnig, University of Bamberg Stefanie Lohmann, Ilmenau Technical University

The performance of membership organizations depends on their ability to boost members’ supportive behaviors, such as spreading positive word of mouth, consuming an organization’s services, or recruiting new members. This paper extends existing research on determinants of member citizenship behaviors. Drawing on the concept of social capital, this study develops a conceptual model to investigate relationships between relevant resources inherent to member relationships and member citizenship behaviors. An empirical study identifies interaction quality, membership benefit, and trust as important determinants of member commitment which in turn elicits member citizenship behaviors. The paper presents implications for research and management.

Keywords: Relationships, Resources, Behaviors

Successful Interorganizational Exchange: Exploring the Role of Employee Characteristics in Technology Transfer Stefanie Lohmann, Ilmenau University of Technology Alexander Leischnig, University of Bamberg Anja Geigenmueller, Ilmenau University of Technology

The critical role of technology transfer for the successful application of innovative technology EMAC Conference in practice has frequently been highlighted by researchers and practitioners. Literature indicates nd that not only organizational routines and practices, but also characteristics of the interacting 42 453 15:00 - 16:30 Friday, 7 June 2013

individuals are crucial factors that determine success of technology transfer processes. In this study, we develop and empirically test a model predicting a causal chain from employee adaptiveness through interaction quality to technology transfer success. In addition, we consider the critical role of trust in technology transfer processes. We analyze the model using structural equation modeling. The results provide strong empirical support for the hypothesized relationships. Based on the findings of this study, we discuss theoretical and managerial implications.

Keywords: Employee Adaptiveness, Interaction Quality, Technology Transfer

Retailer Return Management: Combining Product and Customer Information to Maximize Profit Christian Schulze, Frankfurt School of Finance and Management Siham El Kihal, Goethe University Frankfurt Bernd Skiera, Goethe University Frankfurt

Customer returns and the associated costs pose a major challenge for online retailers. Lower-ing returns can yield a significant increase in profits and is of high practical and scientific rel-evance. We investigate how online retailers should manage product returns. To this end, we develop and test twelve return management strategies. These strategies are either based on customer- information, product-information, or both. Also, the strategies differ in how they determine undesirable customer and products, i.e., via heuristics based on different metrics (rates, costs, profits, and lifetime values). To evaluate the twelve strategies, we use an exten-sive dataset from a large online retailer including over 7.5 million products purchased. First results show that the change in profit differs widely between strategies and confirms that suit-able return management strategies have substantial potential for profit improvements.

Keywords: Product Returns, Return Management, Product Lifetime Value EMAC Conference nd 42

454 Friday, 7 June 2013 15:00 - 16:30

Session 18.11 Services Marketing

Session Title: Value and Services Room: D203 Session Chair: Isabelle Engeler, University of St. Gallen

Consumers’ Emotions about Getting a Discount and Their Likelihood to Return at Regular Prices Isabelle Engeler, University of St. Gallen Christian Laesser, University of St. Gallen

Discounts are an important strategic tool for service marketers to attract new customers or to entice them to use their service during off-peak times. To establish long-term relationships it is crucial for firms to understand when and why these customers are willing to return at regular prices. Using a discrete emotions approach, we propose that this depends on the specific positive emotion elicited by this price situation. The results of a field study with 803 customers indicate that the distinct agency attributions associated with getting a discount trigger different emotions (pride, gratitude, relief, surprise) that distinctively affect post-purchase intentions.

Keywords: Price Discounts, Discrete Emotions, Agency

The VAE-Chain of Non-Ownership Services Kristina Wittkowski, EBS Business School Sabine Moeller, EBS Business School

An increasing number of customers use non-ownership services to gain access to a wide vari- ety of products. However, ownership is still valued. The question arises which products cus- tomers prefer in non-ownership services and which consumer goods they rather access through ownership. This study aims to fill this void. The authors intend to identify and classi-fy the consumer goods customers favor in non-ownership modes of consumption by using Mokken Scale Analysis, as well as to uncover the rationales (VAE-chain) for customers’ choices by relying EMAC Conference on Structural Equation Modeling. nd 42 Keywords: Non-Ownership Services, Endowment Effect, Mokken Scale Analysis 455 15:00 - 16:30 Friday, 7 June 2013

Session 19.11 Social Responsibility, Ethics and Consumer Protection

Session Title: CSR Involvement and Image Room: D503 Session Chair: Minoo Fahrangmehr, University of Minho

An Explanation of How Customers Perceive Csr Image Based on their CSR Involvement Andrea Pérez Ruiz, University of Cantabria Patricia Martínez García De Leaniz, University of Cantabria Ignacio Rodríguez Del Bosque, University of Cantabria

In this paper two studies are carried out to determine whether the customer involvement in CSR influences their formation process of CSR image in a business context. First, a cluster analysis provides market segmentation where 4 customer groups are identified: ‘low involvement’, ‘medium involvement’, ‘individual benefit’ and ‘high involvement’. The classification provided is more detailed than in previous studies so the findings will help practitioners to implement more accurate marketing strategies regarding CSR. The paper is also innovative because it tests a classical model of CSR image formation in a new context, extending previous findings to a global conception of CSR image. Also new relationships are proposed which confirm the relevance of company-CSR congruence and motivational attribution when highly involved customers evaluate CSR. Nevertheless, significant differences are perceived among different customer clusters when forming CSR images so managers must be careful when implementing CSR initiatives.

Keywords: CSR Image, CSR Involvement, Cluster Analysis EMAC Conference nd 42

456 Friday, 7 June 2013 15:00 - 16:30

The Influence of CSR on Customer Loyalty and the Mediation Effect of Consumer Identification with the Company Patricia Martínez García De Leaniz, University of Cantabria Andrea Pérez Ruiz, University of Cantabria Ignacio Rodríguez Del Bosque, University of Cantabria

One of the main reasons for the growing interest regarding the notion of CSR is its influence on consumer behaviour. Thus, academics and practitioners have become increasingly interested to analyze how consumers react to CSR associations. One of the most innovative proposals is to consider that responses to CSR initiatives highly depend on the degree of identification with the consumer that the company generates through its socially responsible initiatives. This way, this paper examines the mediation role of consumer-company (C-C) identification on the effects of CSR associations on customer loyalty. The present paper proposes and supports that CSR associations have a significant and direct influence on both C-C identification and customer satisfaction, as well as an indirect effect on customer loyalty via these two constructs. Furthermore, this study shows that C-C identification has a direct effect on customer loyalty.

Keywords: CSR Associations, C-C Identification, Consumer Behavior

When Doing Good Leads to Increased Customer Loyalty – A Contingency Perspective Jenny Van Doorn, University of Groningen Marjolijn Onrust, University of Groningen Peter C. Verhoef, University of Groningen Marnix Bügel, MiCompany

While positive effects of corporate social responsibility (CSR) on customer loyalty have been confirmed, the question whether and how these effects vary depending on customer, company and industry characteristics is understudied. Building on social identity theory, we examine how CSR relates to customer loyalty, and specifically how this relationship may be contingent on individual relationship characteristics, company characteristics and product and context factors. We find that the positive influence of perceived CSR on customer loyalty is stronger among dissatisfied customers and in industries with high switching barriers and strong competition.

Furthermore, perceived CSR is more important for less visible products. EMAC Conference nd 42 Keywords: CSR, Loyalty, Identity 457 15:00 - 16:30 Friday, 7 June 2013

Changing Consumer Perceptions of CSR Image by Communicating Corporate Volunteering Involvement Claire Johnson, University of Adelaide Carolin Plewa, University of Adelaide Jodie Conduit, University of Adelaide Pascale Quester, University of Adelaide

Corporate volunteering (CV) is recognised as beneficial for employees, however its impact on consumer behaviours and perceptions remains largely unknown. As organisations consider leveraging their CV programs to consumers, evidence is required to determine whether communicating these activities will enhance their image or be met with scepticism. This paper draws from a preliminary qualitative and quantitative study with 357 respondents. Initial findings suggest that corporate volunteering enhance a firm’s CSR image as well as consumers’ purchase and recommendation intentions. In contrast to scepticism, indications are that communication of CV activities to consumers will be met positively.

Keywords: CSR, Volunteering, Consumers

Session 21.02 Marketing Education

Session Title: Educational tools and image Room: D403 Session Chair: Kerri-Ann L. Kuhn, Queensland University of Technology

Learning How to Respond to Anti-Branding Communities: Designing a Dilemma-Based Serious Game for Online Marketing Management Tijs Van Den Broek, TNO Wietske Koers, TNO David Langley, TNO EMAC Conference

nd Numerous examples have shown that mass participation in online anti-branding communities 42 can affect marketing managers’ decisions by forcing firms to change their behaviour. Prior

458 Friday, 7 June 2013 15:00 - 16:30

research has shown that incorrect responses can worsen reputational damage. This paper presents a new method to train and research marketing managers’ behaviour with respect to online communities, deploying a dilemma-based serious game. It has been developed through research into effective strategies for handling online anti-branding communities, including activism. In the serious game, players are presented with five dilemmas in an online activism scenario and asked to choose between alternatives for handling the situation. An explorative study of the approach indicates that the serious game facilitates the learning process, improving participants’ understanding of the issues involved in handling online activism.

Keywords: Game, Anti-Branding, Education

Order Effects in Search and Choice Phases: Information Gathered through Different Word-of-Mouth Sources Kristiina Herold, Lappeenranta University of Technology Sanna Sundqvist, Lappeenranta University of Technology

Word-of-Mouth (WOM) has been seen as an important source of pre-purchase information for higher education applicants. The pre-purchase process consists of two separate phases: search and choice. This research focuses on how the effect of relevant information through WOM changes between these two phases regarding the source and attitudinal dimensions. Results of the longitudinal study suggest that the order effect varies between WOM sources and attribute- based attitude dimensions. A priming effect of relevant information seemed to be more dominant, but also significant regency effects were observed. The results provide evidence that both phases are important in information gathering, but they have distinct differences regarding order effects.

Keywords: Higher Education Marketing, Word-Of-Mouth, Order Effects

The Role of Involvement in Graduates’ Image of the University Luis Doña Toledo, University of Granada Salvador Del Barrio García, University of Granada Teodoro Luque Martínez, University of Granada

The present study formulates an integrated model of university image-formation amongst

graduates, differentiating between different levels of involvement. Using SEM multigroup EMAC Conference nd

analysis, it is confirmed that university quality determines perceived value, and that this, in turn, 42

459 15:00 - 16:30 Friday, 7 June 2013

has a major influence on satisfaction. Image depends directly on satisfaction but not on perceived value. The importance of support services and student involvement in perceptions of university quality are also demonstrated. The greater the involvement, the greater the satisfaction and the more positive the image of the institution.

Keywords: Involvement, Perceived Value, Image EMAC Conference nd 42

460 Friday, 7 June 2013 15:00 - 16:30 EMAC Conference nd 42

461 09. POSTER SESSIONS EMAC Conference nd 42

462 POSTER SESSIONS Wednesday, 5 June 2013

09:00-12:30

Track 1 Formalising Decision Making in the Development Process of Sponsorship Advertising, Promotion and Deals Marketing Communications Pinelopi Athanasopoulou University of Peloponnese Elena Sarli Sports Values Transferred to Sponsor University of Peloponnese Brands: The Impact of Individual Attitudes towards Sports Mental Imagery on Mobile Carmen Abril, Advertising Universidad Complutense de Madrid María Avello Joaquin Sanchez Universidad Complutense de Madrid Universidad Complutense de Madrid Diana Gavilan Jose Manuel Ponzoa Universidad Complutense de Madrid Universidad Complutense de Madrid Carmen Abril Victor Molero Universidad Complutense de Madrid Universidad Complutense de Madrid Roberto Manzano Universidad Complutense de Madrid Beyond Mobile Advertising: An Investigation Study of Customer The Selective Use of Corporate Engagement and Empowerment Responsibility Communication: Who Behaviour via Mobile Devices Wants to Know? in Relation to Marketing Sigrid Bekmeier-Feuerhahn Communication Campaigns in Saudi Leuphana University Arabia Paula Maria Bögel Ibrahim Alotaibi Leuphana University Hull University EMAC Conference

Chanaka Jayawardhena nd

Hull University 42

463 Need for Cognition as a Moderator in Advertising Cues and Consumers’ the Association between Advertising Trust in The Advertised Brand – An Avoidance and Skepticism towards an Empirical Examination Advertisement Alexander Leischnig Yanyan Chen University of Bamberg University of Nottingham, Ningbo China Ingo Balderjahn Ruizhi Yuan University of Potsdam University of Nottingham, Ningbo China Dirk Moosmayer Evaluation of Effectiveness in Direct University of Nottingham, Ningbo China Postal Mailling Versus Electronic Martin Liu Mailing: Evidence from a Field University of Nottingham, Ningbo China Experiment in Franchen Wine Industry Assessing the Impact of Gay Specific Mei-Na Liao Advertisements in Mainstream Media University of Bradford Kelly Choong Pierre-Nicolas Schwab Kelly Choong, University of the Sunshine Coast Universite Libre de Bruxelles and Queensland University of Technology Isabel Macedo Judy Drennan University of Minho Queensland University of Technology Effect of Word Order on Attitude Consumers’ Perceptions of Pseudo- towards the Ad: An Approach Science in Anti-Aging Advertising Utilizing the Heavy Close Law Jaafar El-Murad Philippe Mérigot University of Westminster INSEEC Research Center Ann Cline University of Westminster Brand Equity Planning with Li-Wei Mai Structuralist Rhetorical Semiotics: A University of Westminster Conceptual Framework George Rossolatos Is Promotional Effectiveness Context University of Kassel Dependent? Evidence from Market Data for Compromise and Similarity Effects Selin Erguncu EMAC Conference

nd Koç University 42

464 Why Does It Look Like This? Defending Fallen Icons: A Self- The Influence of Product Design Serving Empathy Explanation Information on Consumers’ Aesthetic David Tse Response and Purchase Intention Honk Kong University Benedikt Schnurr Kineta Hung Innsbruck University Hong Kong Baptist University Nicola Stokburger-Sauer Sara Kim Innsbruck University Hong Kong University

Distinctiveness of Advertising Defending Fallen Icons: A Self- Executional Cues as a Moderator serving Emphaty of the Competitive Advertising David Tse Interference Hong Kong University Ryosuke Takeuchi Kineta Hung Keio University Hong Kong Babtist University Akinori Ono Sara Kim Keio University Hong Kong University

Consumer Generated Advertisements and How They Affect Brand Attitude Track 2 and Buying Intention Faidon Theofanides Business-to-Business Marketing University of Patras and Networks Natalia Yannopoulou Newcastle University Angeliki Andrikopoulou “When is it Better to Stay out of the Univeristy of Patras Way?”- Theoretical Framework on Outsourcing the Negotiation Process Art in Advertising: Experimental Tatjana Becker Analysis on the Use of Masterpiece in University of Hohenheim Adds Markus Voeth Maria Dolores Vazquez Gomez University of Hohenheim Barcelona University Huertas-Garcia Ruben Barcelona University EMAC Conference nd 42

465 It is All About the Interaction – The Effect of Personality Factors and Scale Development and Validation Perceived Consumer Effectiveness of Salespersons’ Interaction on Environmental Attitudes of Competence in B2B-Services University Students Alke Töllner F. Zeynep Bilgin TU Dortmund Marmara University Jasmin Ulrich Neşenur Altıniğne TU Dortmund Bilgi University Fabian Pahl TU Dortmund The Role of Culture in Value Hartmut H. Holzmüller Perception of Corporate Social TU Dortmund Responsibility Communication in Food Purchasing Decisions: The Case of France and Mexico 14:00-17:30 Jacqueline Boysselle Montpellier II IAE Philippe Aurier Track 3 Montpellier II IAE Consumer Behaviour Gilles Séré De Lanauze Montpellier II IAE

Consumer Commitment to Receiving the Perfect Gift from Sustainable Development: Purchase Yourself. Personal Characteristics and and/or Non-Purchase Practices? Cultural Values that Influence Self- Maud Daniel Gift Behavior Ensam - Montpellier Stefanie Baert Lucie Sirieix Ghent University Supagro Montpellier Maggie Geuens Ghent University A Theoretical Framework to Measure Iris Vermeir Product Price Image University Ghent University Deonir De Toni

University of Caxias Do Sul José Afonso Mazzon

EMAC Conference University of São Paulo nd 42

466 How Information on Radioactive Trade-Offs in Consumers’ Food Food Contamination Influences the Choice: Utilitarian vs. Hedonic Decision-Making Process of People Products on Food Items?~A Focus on Brain Natalia Maehle Imaging~ SNF - Institute for Research in Economics and Saeran Doh Business Administration Miyagi University Nina M. Iversen Yulwan Sung BI Norwegian Business School Kansei Fukushi Research Center and Tohoku Leif E. Hem Fukushi University Norwegian School of Economics

Multidimensional Acculturation to The Influence of Packaging Color the Global Consumer Culture on Food Taste Inferences and Bardia Hariri Healthiness Inferences: How Wales University and Cardiff University Isolated Approaches Lead to False Marcelo Vinhal Nepomuceno Conclusions ESCP Europe Robert Mai Dresden University of Technology Chasing Enchantment: Exploring Claudia Symmank the History of the Transhumanist TU Dresden Consumer Joel Hietanen The Role of Religiosity in Consumer Aalto University School of Economics Acculturation Strategies: The Case Andrei Botez of Muslim North African Immigrant Aalto University of Business Women Food Consumption in France Henri Weijo Nathalie Prime Aalto University of Business ESCP - Europe Antti Sihvonen Ranam Alkayyali Aalto University of Business University Paris-Est Créteil Hedon Blakaj IAE Gustave Eiffel Aalto University of Business Nathalie Prime ESCP Europe Abdelmajid Amine University Paris-Est Créteil

IAE Gustave Eiffel EMAC Conference nd 42

467 Consumption Practices in Sports: A Track 4 Scale Proposal Innovation and New Product Suzane Strehlau Nove De Julho University Development Leonardo Aureliano Da Silva UNINOVE Renato Pimenta The Co-Creation Process in the UNINOVE Development of Nostalgic New Products: A Netnographic Study A Closer Look on Meaning Transfer: Vincent Dutot The Importance of Product ESG Management School Association Judith Partouche Sophie Suessenbach ESG Management School Vienna University of Economics and Business Karim Errajaa Bernadette Kamleitner ESG Management School Vienna University of Economics and Business Szu-Han Chen Queen Mary University London A Guiding Framework for the Management of the Global Front End Effects of Online Product Kalipso Karantinou Personalization on Price Sensitivity Athens University of Economics and Business May Wang Evy Sakellariou United International College (UIC), Beijing The American College of Greece Normal University and Hong Kong Baptist Konstantinos Poulis University University of Essex Xiaoyun Chen University of Macau An Integrated Model of Customer’s Adoption of E-Mobility #socialisation Agency or @ Ellen Roemer branding? How ‘Mass Brewers’ and Hochschule Ruhr West ‘Craft Brewers’ Communicate with Elina Petersone Consumers Through Twitter Hochschule Ruhr West Torgeir Watne Victoria University

EMAC Conference Marc Cheong nd

42 Monash University

468 The Global Front End of the New Exploring The Fuzzy Front-End of the Product Development Process: New Service Development Process a Managerial Insights through Action Conceptual Framework Research Achilleas Boukis Evy Sakellariou University of Strathclyde The American College of Greece Spiros Gounaris Konstantinos Poulis University of Strathclyde University of Essex Paulina Papastathopoulou Kalipso Karantinou Athens University of Economics and Business Athens University of Economics and Business

The Evolution of NPD Capability in Industry Life-Cycles Antti Sihvonen Aalto University School of Economics Henrikki Tikkanen Aalto University School of Business Henrik Sievers Aalto University School of Business

You Sexy Thing: The Effect of Product Gender on Product Value Miriam Van Tilburg University of St. Gallen Theo Lieven University of St. Gallen Andreas Herrmann University of St. Gallen EMAC Conference nd 42

469 POSTER SESSIONS Thursday, 6 June 2013

09:00-12:30

Track 1 Cross Cultural Analysis of Perceived Greenwashing Effects Advertising, Promotion and Zsófia Kenesei Marketing Communications Corvinus University of Budapest Greg Nyilasy University of Melbourne The Communication Network Harsha Gangadharbatla Evolution: A Qualitative Study on University of Oregon Emerging Relational Issues and Future Architectures Global Product Equity Depending on Federica Ceccotti a Level of Cultural Diffusion: Focus Sapienza University of Rome on Korean Culducts Maria Vernuccio Sookhyun Kim Sapienza University of Rome Yuri Lee Seoul National University Aran Jang Track 5 Jeju National University International and Cross- Yang-Im Lee Cultural Marketing University of Westminster Claire Kapstein Johnson & Wales University How Cultural Characteristics Moderate Consumer Responses Impact of Perceived Brand Name to Positive and Negative Feeling Origin on Fashion Brand’s Perceived Advertisements Luxury Sarah De Meulenaer Zoran Krupka University of Zagreb University of Antwerp Durdana Ozretic-Dosen EMAC Conference Patrick De Pelsmacker nd University of Zagreb

42 University of Antwerp Jozo Previsic Nathalie Dens University of Zagreb 470 University of Antwerp Brand or Country? Influences on The Influence of Retail Format Willingness to Buy US Brands Agglomeration on Satisfaction and Sergio Moraes Patronage Intention ESPM Ariana Kitzberger Lenz Vivian Strehlau Pontifical Catholic University of Paraná ESPM Heitor Kato Reynaldo Cunha PUCPR ESPM Eliane Cristine Francisco Maffezzolli PUCPR Internationalisation of Continental European Law Firms Segmentation in Place Marketing: Carmen Pérez Cabañero Theoretical Approach and the Case of University of Valencia Karelian Towns Mariann Karlstad Kirill Rozhkov University of Valencia Higher School of Economics Natalia Skryabina Transnational Marketing and Moscow Institute of Television and Radio Transnationality of Marketing Broadcasting Organisation Ibrahim Sirkeci Marketing strategy transformation European Business School London in emerging markets: Meta-analysis results from the Russian context Alexander Rozhkov Track 6 National Research University Marketing in Emerging and Vera Rebiazina National Research University Transition Economies Olga Tretyak National Research University Branding Programmes in the Emerging Markets of Central and Eastern Europe: Standardization or Adaptation? Katharina Maria Hofer Linz Johannes Kepler University EMAC Conference

nd 42

471 Pertinent Issues Regarding the The Impact of Plain Cigarette Effective Interaction between New Packaging and Picture Health Product Development and Brand Warnings on Perceptions of Smoking Management: The Case of Slovenian in Spain Companies Juan Miguel Rey Anja Stefan University of Granada Manchester Business School Karine Gallopel-Morvan Claudio De Mattos École des Hautes Etudes en Santé Publique Manchester Business School Crawford Moodie Nitin Sanghavi University of Stirling Manchester Business School Blanca Lacave Universidad de Cádiz Maria Isabel Viedma Track 7 Universidad de Granada Marketing of Public and Non- Francisco Montoro Universidad de Granada Profit Organisations Self-Image Congruence and Attitude Formation: An Empirical Trends of Social Media Usage among Investigation for Non-Profit Services Students: An Opportunity for Higher Konrad Taube Education Marketers Ilmenau University of Technology Efthymios Constantinides Kristin Lenk University of Twente Ilmenau University of Technology Michel Tax Stefanie Lohmann University of Twente Ilmenau University of Technology Sjoerd De Vries Anja Geigenmüller University of Twente Ilmenau University of Technology

To Be Afraid or to Be Proud? The Impact of Emotional Valence and Response Efficacy on Persuasion in Anti-Drunk Driving Advertising Simon Hazée University of Liege - HEC EMAC Conference nd 42

472 Public Policy Decisions on Green 14:00-17:30 Electricity: The Consumer’s Perspective Markos Tsogas Track 8 University of Piraeus Marketing Research and Dimitrios Georgakellos University of Piraeus Research Methodology Paulina Papastathopoulou Athens University of Economics and Business Considering 40 Years Jointly: A Multiperspectiveanalysis of Conjoint Research in Marketing Track 9 Victoria Bertels Marketing Strategy and University of Hohenheim Leadership Philip Sipos University of Hohenheim Markus Voeth Impact of Organizational Culture on University of Hohenheim Long-Term Strategic Orientation and Business Performance of a Firm: The Perceptions of Sustainable Role of Marketing Information Development in Peru: Validation of a Vesna Zabkar Scale Using the Bayesian Approach to University of Ljubljana Item Response Theory (IRT) Maja Arslanagic Jose Afonso Mazzon University of Sarajevo University of Sao Paulo Martín Hernani Merino University of São Paulo Enver Tarazona Vargas Pontificia Universidad Católica del Perú Antonieta Hamann Pastorino Universidad Esan EMAC Conference nd 42

473 The Village Test: It’s Application to Use of Marketing Metrics and Consumer Research the Ability to Measure Marketing Chourouk Mzahi Performance EMLYON Johanna Frösén Aalto University The Importance of Being Responsible: An Importance- Track 10 Weighted Analysis of the Content and the Predictive Validity of Corporate Marketing Theory Social Responsibility Dimensions Matthias Spörrle University of Applied Management (UAM) Towards a Theory on the Place Christoph Hohenberger of Goods and Services in Islamic Technical University Munich Marketing Terms Rebekka Hedjasie Aisha Boulanouar University of Applied Management University of Otago Zakaria Boulanouar University of Waikato

Track 9 Revisiting the Market Orientation Marketing Strategy and Model Leadership Hugo Müller Federal University of Rio Grande Do Sul José Afonso Mazzon Application of the “Social Universidade de São Paulo Representation” Concept to the Study of a Political Positioning: The Case of “Solidarity” Value Within the French Track 11 Socialist Party Modelling and Forecasting Frederic Dosquet ESC - PAU Frederic Dosquet A Discussion of Choice Models in ESC - PAU Light of the Halo Effects Jeanne Albouy Flavio Freire Souza ESC - PAU EMAC Conference University of Technology Sydney nd

42 Paul Burke University of Technology, Sydney 474 Track 12 The Role of the Internet in Active New Technologies and Ageing: An Extension of the E-Marketing Technology Acceptance Model Isabel Macedo University of Minho “Same Boards For Different Waves?” José Carlos Pinho An Exploratory Segmentation Study University of Minho of the Silver Surfer Liao Mei-Na Jan Breitsohl Bradford University Wales University and Aberystwyth University David Dowell Cutting Through the Online Review Aberystwyth University Jungle - Exploring eWOM Handling Strategies The Impact of Motivation for Sharing Alexander Mafael on Brand Engagement in Facebook Free University of Berlin Marie Haikel-Elsabeh Sabrina Gottschalk Institut Mines-Telecom Free University of Berlin Christine Balague Institut Mines-Telecom Consumer Choice Between Online/ Christophe Benavent Offline Mediums: Based on Media University Paris X Richness Theory Yuki Ogasawara Store Layout Classification Scheme Keio University In 3D Online Retailing: Empirical Rino Sasamoto Insights from a Delphi Study Keio University Ioannis Krasonikolakis Sena Nakamura Athens University of Economics and Business Keio University Adam Vrechopoulos Akifumi Senda Athens University of Economics and Business Keio University Nancy Pouloudi Naruhiko Fukumuro Athens University of Economics and Business Keio University Sergios Dimitriadis Kohei Watanabe Athens University of Economics and Business Keio University EMAC Conference nd 42

475 Social Media and Political Assessing Relationship between Participation in Greece During the Electronic Service Innovativeness Financial Crisis and E-Marketing Practice in Services Savvas Papagiannidis Companies Newcastle University Vatroslav Skare Danae Manika University of Zagreb Durham Business School Durdana Ozretic-Dosen University of Zagreb The Innovation Process of IS/ICT- Enabled Innovation in Marketing, The Role of Satisfaction, Online as Perceived by the Vendors. The Community and Website Influence that Vendor Has on Characteristics in Developing Rejection and Discontinuance, and Customer Loyalty in the Online the Mediating Role of User Resistance Tourism Industry Ioannis Plemmenos Elissar Toufaily University of Piraeus Laval University Manon Arcand Avatar and Sales Avatar Attractiveness Université du Québec à Montréal in Second Life Josée Legault Caterina Presi Université du Québec à Montréal Leeds University Business School Line Ricard Cristiana R. Lages Université du Québec à Montréal Loughborough University Alexandra Elenskaya Online Personal Branding in The Leeds University Business School Middle East And North America: A Comparison of Social Capital Do Viral Marketing Operations Accumulation and Community Impact Brand Equity? The Case of Response Online Promotional Game Fathima Saleem Damien Renard ESADE Business School Paris Dauphine University Oriol Iglesias Denis Darpy ESADE Business School Paris Dauphine University EMAC Conference nd 42

476 Track 13 How Brand Associations Shape New Product Novelty Pricing and Financial Issues in Kristof Geskens Marketing Vlerick Leuven Gent Management School Frank Goedertier Vlerick Business School Exploring the Managerial Use of Gregory S. Carpenter Marketing Metrics and Financial Northwestern University Metrics Markus Lamest Empirically Testing University Brand University of Dublin Equity Dimensions Mairead Brady Tulay Girard University of Dublin Pennsylvania State University Paul Trapp What are These Coupons Really Valparaiso University Worth? A Study with Calibrated Musa Pinar Hypothetical Data Valparaiso University Theo Lieven Tanses Gulsoy University of St. Gallen Beykent University Silke Lennerts Thomas E. Boyt University of St. Gallen Valparaiso University

It’s All in the Name?: Category Levels Track 14 and Consumer Responses to Product Product and Brand Convergence Jin Kyung Han Management Singapore Management University Yong Seok Sohn Kyung Hee University Marketing of Origin Food Products Seh Woong Chung with EU Quality Signs – Results of a Singapore Management University Europe-Wide Research Study Among Producer Organisations Pawel Bryla University of Lodz EMAC Conference

Tomasz Domański nd University of Lodz 42 477 Leveraging Affective Loyalty and Brand Experience: An Important Perceived Benefits to Enhance Co- Buffer During Times of Crisis Branded Products Purchase Irini Papafilippaki Matthew Liu Athens University of Economics and Business University of Macau Amalia Triantafillidou Carol Shu Athens Univesrity of Economics and Business University of Macau George Siomkos Matthew Liu Athens University of Economics and Business University of Macau Delving into the Counterfeiting The Specificity of Manufacturer Phenomenon: An Exploratory Brand Value and the Interplay of Analysis of Original Brands’ Its Moderators: A Brand Category Perceptions and Their Strategies Choice Study Against Fakes Clarinda Mathews-Lefebvre Alberto Pastore INSEEC Research Center Rome “La Sapienza” University Pierre Valette-Florence Ludovica Cesareo, Sapienza IAE Grenoble, France Rome “La Sapienza” University

The Effect of Brand Image and « My Name Is John Ford. I Make Religious Orientation on the Westerns (and more…) »: Building Attitudes Towards Religious Brand a Human Brand and Its Impact on Names Social Representations Behçet Yalın Özkara Camille Pluntz Eskişehir Osmangazi University Paris Dauphine University Ömer Torlak KTO Karatay University Green Product Extensions of Luxury Muhammed Ali Tiltay Brands and Design Similarity Eskişehir Osmangazi University Feray Adiguzel Volkan Doğan Erasmus University Eskişehir Osmangazi University Edmee Scholte Erasmus University EMAC Conference nd 42

478 The Study of Investigating Impact of CSR Performance on Brand Performance Rongwei Chu Fudan University Matthew Liu University of Macau

Track 16 Retailing, Channel Management and Logistics

The Power of Store Brands: An Integrated Framework on the Drivers of Store Loyalty Pedro Verga Matos Lisbon Technical University / ISEG Rita Vale Catolica Lisbon EMAC Conference nd 42

479 POSTER SESSIONS Friday, 7 June 2013

09:00-12:30

Track 15 Monetary versus Non-Monetary Rewards in Loyalty Programs: Relationship Marketing Perceived Attractiveness under Different Involvement Context Ruta Ruzeviciute Enhancing Customer-Brand Vienna University of Economics and Business Relationships Through Spokes Bernadette Kamleitner Avatars: The Role of Social Presence Vienna University of Economics and Business Mohamed Elsharnouby Cairo University A Linguistic Approach of Politeness Mohamed Elsharnouby in Firms’ Answers to Customers’ Hull University Business School Complaints Chanaka Jayawardhena Pierre-Nicolas Schwab Hull University Business School Solvay Business School Laurence Rosier Brand as an Active Partner in Université Libre de Bruxelles Consumer-Brand Love Bonds; Brand Love Relationship Process The Key Role of Human Resources Mansoor Javed Management in Relationship Coventry University Marketing Sanjit Roy Oriol Iglesias Coventry University ESADE Business School Fathima Z. Saleem Influence of Customer Attachment ESADE - Universitat Ramon Llull Styles on Relationship Outcomes: A Longitudinal Study Raphael Roulet University of Geneva and HEC Geneva EMAC Conference

nd Marcel Paulssen 42 University of Geneva 480 Track 16 Need for Touch and Multichannel Search and Purchase in a High Tactile Retailing, Channel Sensory Category Management and Logistics Roberto Manzano Complutense University of Madrid Magdalena Ferrán Uncertainty and Consumer Trust in Complutense University of Madrid Cross-Channel Journey: The Effects Diana Gavilán of Brand Trust, Retailer-Brand Trust Complutense University of Madrid and Website Trust Carmen Abril Sylvie Ducroux Complutense University of Madrid ESCEM Teresa Serra IE Business School. Madrid Does Store Flyers’ Design Matter to Store Brand Purchase Intention? Juan Carlos Gazquez Abad University of Almería Track 17 Rubén Huertas-García Sales Management and University of Barcelona Personal Selling M.Dolores Vázquez-Gómez University of Barcelona Irene Esteban-Millat Why Some People Don’t Ask: Open University of Catalonia Exploring Factors that Affect Buyers’ Francisco J. Martínez-López Propensity to Negotiate University of Granada Christoph Meister University of Hohenheim Can Retailers Promote and Sell Markus Voeth TV’s and Laptops through the University of Stuttgart-Hohenheim Same Channels? A Customer Touch Point Analysis Reveals Significant Differences with Impact on Retailers’ Sales Volume Sebastian Hofmann Coburg FH Felix Weispfenning EMAC Conference Coburg FH nd 42

481 Track 18 There’s More to Control than Having a Choice: The Effect of Behavioral, Services Marketing Cognitive and Decisional Control in a Service Recovery Context Herm Joosten Launch Tactics for Service Radboud University Innovations: Review, Synthesis, and Jose M. M. Bloemer Ideas for Future Research Radboud University, Nijmegen School of Elisa Baumbach Management University of Mannheim Bas Hillebrand Monika C. Schuhmacher Radboud University, Nijmegen School of University of Mannheim Management Sabine Kuester University of Mannheim The Link Between Commitment and Performance of Account Managers Understanding Value-in-Use - An Josée Laflamme Approach Based on The Repertory University of Québec In Rimouski Grid Technique Catherine Beaudry Katherina Bruns University of Québec at Rimouski ESCP - Europe Berlin Frank Jacob Do Customers Buy Our Story? The ESCP Europe Berlin Effects of Customer Attribution and Skepticism on Negative Emotion Marketing for Innovative and Customer Aggression Following Organizations: Open Innovation Service Failure Through the Lenses of the Service Jun M. Luo Dominant Logic Nottingham University Business School (China) Lola C. Duque Ruizhi Yuan Carlos III University Nottingham University Business School (China) Fabrizio Cesaroni Martin J. Liu Carlos III University Nottingham University Business School (China) Dirk Moosmayer Nottingham University Business School (China) EMAC Conference nd 42

482 Customer-Oriented Behavior of Attitude, Strategy and Practices Frontline Service Employee: A Dual of CSR: The Key to Business Perspective Performance Julie Moutte Evangelia Chatzopoulou Grenoble II Pierre Mendes France University Markos Tsogas University of Piraeus Facilitating Customer Participation in Knowledge Intensive Business Consumers’ Perception of Services Companies’ CSR Commitment and Mekhail Mustak Its Influence on Brand Loyalty: Turku School of Economics Application to Luxury Brands Aino Halinen Karim Errajaa Turku School of Economics Yahaira Lorenzo Elina Jaakkola ESG Faculty and Research Turku School of Economics Claire Garcia ESG Faculty and Research

Brand Authenticity and CSR Track 19 Reporting: Marks and Spencer Case Social Responsibility, Ethics and Study Deviraj Gill Consumer Protection De Montfort University Anne Broderick De Montfort University Eco-Friendly Products Inadequacy: A Scale for Appraising Consumers Perception of Eco-Friendly Alternatives as Unacceptable Substitutes of Conventional Products Camilla Barbarossa Luiss Guido Carli University Patrick De Pelsmacker University of Antwerp EMAC Conference nd 42

483 They Only Claim to Take Cause Related Marketing as a Tool in Responsibility: Corporate Hypocrisy Poverty Reduction in Serbia Mitigates the Positive Impact of Svetlana Mihic, Corporate Social Responsibility on Educons University Word-of-Mouth Recommendation Milan Mihajlovic Rebekka Hedjasie Educons University University of Applied Management (UAM) Aleksandar Andrejevic Matthias Spörrle Educons University University of Applied Management (UAM) Dejan Supic Christoph Hohenberger Educons University Technical University Munich Jasmina Stankovic Christian H. Werner Educons University University of Applied Management (UAM) A Psychographic Comparison of Does Green Mean Fresh? Examining Online and Offline Gamblers: The the Framework of Green Brand More Vulnerable Users Prefer the Equity for Gen Y Riskier Gambling Venue Alexander Kilmpasanis Ignacio Redondo University of Macedonia Autonomous University of Madrid Andreas Andronikidis University of Macedonia Poison, Positive and Negative Gift: A Katerina Gotzamani Typology of Indebtedness University of Macedonia Carolina Rezende Pereira Chris Vassiliadis Nove De Julho University University of Macedonia Suzane Strehlau UNINOVE/ESPM A Theoretical Framework on the Link between SME’s CSR Actions, Their Lost in Communication: The Case of Stakeholder Orientation and Their Austrian CSR Communication Competitiveness Marion Secka Solon Magrizos Vienna University of Economics and Business Athens University of Economics and Business Eleni Apospori Athens University of Economics and Business EMAC Conference nd 42

484 A Mixed-Method Investigation of Track 19 Online Music Consumption and Piracy: Putting the Influence of Social Responsibility, Ethics and ‘Ethics’ in Perspective Consumer Protection Sofie Verstreken Vlerick Leuven Gent Management School Bert Weijters Consumers’ Biased Perceptions of the Vlerick Business School Environmental Impact of Products, Frank Goedertier and Their Influence on Consumers’ Vlerick Business School Evaluation of Environmental Advertising Environmentally and Socially Julien Schmitt Sustainable Consumer Behavior - Aston University Buying Less or Buying More? Ganael Bascoul Maja Hosta ESCP - Europe University of Ljubljana Dina Rasolofoarison Vesna Zabkar Aston University University of Ljubljana Laura Chamberlain Aston University Nick Lee Aston University EMAC Conference nd 42

485 Track 20 Customer Value and Satisfaction: Investigation of AHE Relationship Tourism Marketing and Gaps Between Destination Visitors and Tourism Providers Georgia Zouni Neutralisation and Mental University of Piraeus Accounting in Ethical Consumption: Dimitra Margieta Lykoudi The Case of Sustainable Holidays Tilburg University Diana Gregory-Smith Durham University Business School Larissa Schuette Durham University Business School

Using the Decomposed Theory of Planned Behavior (DTPB) to Explain the Intention to Book Tourism Products Online Patrick Legoherel University of Angers Alia Besbes University of Angers

Social Responsibility Effects on Tourism Destination Image, Perceived Quality and Loyalty Marina Zanfardini University of Valencia Enrique Bigné Alcañiz University of Valencia Luisa Andreu Simó University of Valencia EMAC Conference nd 42

486 EMAC Conference nd 42

487 Index of Authors EMAC Conference nd 42

488 Last Name First Name Paper Title Track Session Room Time Date Page Aaltonen Heli Implementing Entrepreneurial Marketing Strategy and 9.03 D402 09:00- 7-Jun 385 Marketing in SMEs Leadership 10:30 Aarikka-Stenroos Leena Investigating Triadic Value Creation in Business-to-Business 2.08 D303 16:00- 6-Jun 348 Reference Networks - Insights From Marketing & Networks 17:30 Solution and KIBS Business Aarstad Jarle Network Position and Tourism Firms' Tourism Marketing 20.03 D405 14:00- 5-Jun 223 Co-Branding Practice 15:30 Abbaspuli Faranak The Impact of Alcohol Sponsorships Social Responsibility, 19.07 D503 14:00- 6-Jun 341 of University Events on Students’ Ethics and Consumer 15:30 Perceptions of the Events and Their Protection Attitudes towards Alcohol and Alcohol Consumption Behaviour Abdullah Ahmad Rusdi The Effects of Service Recovery Tourism Marketing 20.07 D405 11:00- 7-Jun 433 Satisfaction in The Hotel Industry 12:30 on Destination Image and Post-Trip Behaviour Intention Abfalter Dagmar The Influence of Music Mode and Music New Technologies and 12.08 D502 16:00- 6-Jun 361 Tempo on Consumers’ Risk-Taking E-Marketing 17:30 Behavior Abou Nabout Nadia Brand Bidding in Paid Search: Just Pricing and Financial 13.03 D403 09:00- 6-Jun 279 Cannibalizing or Increasing Profit? Issues in Marketing 10:30 Acquisti Alessandro Depreciation of the Past: Diagnostic Consumer Behaviour 3.13 D102 16:00- 6-Jun 352 Behaviors Have a Longer-Lasting Impact 17:30 than Non-Diagnostic Behaviors Adams Carmen Tasting the Smell: Scent Experts’ and Consumer Behaviour 3.11 D102 14:00- 6-Jun 322 Laymen’s Evaluation of Product (In) 15:30 congruity Aguirre Elizabeth Innovate with Living Labs: An Empirical Innovation and New 4.05 D302 09:00- 6-Jun 266 Analysis of Their Role During Knowledge Product Development 10:30 Creation Ahola Markus From Mood Boards to Design Drivers: Innovation and New 4.02 D302 11:00- 5-Jun 180 Understanding User Inferences of Product Development 12:30 Environmental Sustainability in the Early Stages of Green Product Development Ahuvia Aaron Who Loves Brands? Exploring the Product and Brand 14.01 D101 09:00- 5-Jun 161 Relationship between Personality, Management 10:30 Interpersonal Love, and Brand Love Akbar Hammad Knowledge Integration across the Innovation and New 4.06 D302 11:00- 6-Jun 297 Knowledge Creation (KC) Phases for Product Development 12:30 Discontinuous Innovations Åkestam Nina Exploring the Effects of Advertising Advertising, Promotion 1.02 D304 09:00- 5-Jun 145 Creativity on a Media Vehicle and Marketing 10:30 Communications Aksatan Manolya The Relevance Of Flow Theory For Marketing Theory 10.01 D501 14:00- 5-Jun 208 Experience Marketing: A Conceptual 15:30 Model and Research Propositions Albouy Jeanne Age and Affect-Based Persuasion: Marketing of Public and 7.02 D305 11:00- 6-Jun 304 A Study of Age Differences in Non-Profit Organisations 12:30 Responsiveness to Shocking Charities’ Campaigns Alcántara Pilar Juan Miguel The Effect of Culture and the Cultural International and Cross- 5.05 D202 09:00- 6-Jun 267 Framework of Language on Online Cultural Marketing 10:30 Information-Processing Aldás Joaquín Does CSR Influence The Reputation of Tourism Marketing 20.07 D405 11:00- 7-Jun 433 Tourism Services Providers? Model of 12:30 Influence on Tourist Behaviour EMAC Conference

Aleksandrovs Leonids A Mixture-Amount Model for Media Mix Modelling and 11.01 D501 09:00- 6-Jun 275 nd

Investment Optimization Forecasting 10:30 42

489 Last Name First Name Paper Title Track Session Room Time Date Page Alhashem Mohammed Collaboration in the Marketplace: Consumer Behaviour 3.01 D103 09:00- 5-Jun 149 Identifying the Critical Differences 10:30 between Prosumption and Consumer Co-Creation Alkanova Olga Exploring the Brand Ecosystem: May Product and Brand 14.06 D101 11:00- 6-Jun 310 All Who Enter as Guests Leave as Brand Management 12:30 Allies! Almakrami Ali Brand Perceived Value: The Development Product and Brand 14.04 D101 16:00- 5-Jun 242 of a Multidimensional Scale Management 17:30 Almeida Costa Ana Isabel Normative Influences on Consumption: Social Responsibility, 19.09 D503 09:00- 7-Jun 400 The Mediating Role of Personal Norms in Ethics and Consumer 10:30 Healthy Eating Protection Althuizen Niek Consumer Creativity in Product Design: Innovation and New 4.03 D302 14:00- 5-Jun 203 The Effects of Providing a Default Product Development 15:30 Product on Idea Generation Alvarado Alejandro Does CSR Influence The Reputation of Tourism Marketing 20.07 D405 11:00- 7-Jun 433 Tourism Services Providers? Model of 12:30 Influence on Tourist Behaviour Álvarez Luis Ignacio How to Improve the Cost-Effectiveness Marketing of Public and 7.04 D305 16:00- 6-Jun 357 of Nonprofit Organizations: The Effect Non-Profit Organisations 17:30 of Human Resources, Information Technology, and Communication Strategies Amine Abdelmajid Why Do Consumers Resist to Modern Marketing in Emerging 6.04 D304 09:00- 7-Jun 381 Food Retailing in Emerging Countries? and Transition 10:30 The Case of Opposition to Hypermarkets Economies in Tunisia Amitava Chattopadhyay Self-Threat Based Marketing Consumer Behaviour 3.04 D103 5-Jun 14:00- 202 Communications Can Backfire: 15:30 Managing Defensive Responses Among High Self-Esteem Consumers Ammeraal Annette Do Mystery Callers Really Represent Services Marketing 18.05 D203 09:00- 6-Jun 286 Customers? 10:30 Anagnostidou Zoi Innovative Professional Services: Innovation and New 4.07 D302 14:00- 6-Jun 323 Empirical Evidence on the Determinants Product Development 15:30 of Physicians’ Purchase Intention Anagnostidou Zoi The Interactive Effects of Regulatory Consumer Behaviour 3.12 D103 16:00- 6-Jun 350 Focus and Information Accessibility and 17:30 Diagnosticity on Consumer Decision- Making Andersen Otto Contractual Completeness: Business-to-Business 2.05 D303 09:00- 6-Jun 260 Complementary and Substitutive Roles Marketing & Networks 10:30 Andersen Otto The Effect of Multiple Sourcing on Business-to-Business 2.08 D303 16:00- 6-Jun 348 Buyer Control in Industrial Buyer-Seller Marketing & Networks 17:30 Relationships Andreu Simó Luisa Social Responsibility Effects on Tourism Tourism Marketing 20.01 D405 09:00- 5-Jun 170 Destination Image, Perceived Quality 10:30 and Loyalty Andriopoulos Costas New Product Creativity: Multi-Level Innovation and New 4.03 D302 14:00- 5-Jun 203 Meta-Analytic Insights and Empirical Product Development 15:30 Generalizations Andronikidis Andreas Constraint Based Segmentation for Ski Tourism Marketing 20.05 D405 16:00- 6-Jun 371 Resort Tourists 17:30 Andrus Deborah Connecting Communities through the Marketing of Public and 7.01 D305 09:00- 6-Jun 272 Marketing Audit - A Valuable Tool for Non-Profit Organisations 10:30 Arts Organizations EMAC Conference

nd Angell Robert An Enemy by Association: Sponsorship Advertising, Promotion 1.05 D201 14:00- 5-Jun 197

42 Responses by Fans of a Rival Soccer Team and Marketing 15:30 Communications 490 Last Name First Name Paper Title Track Session Room Time Date Page Angulo Fernando Consumer Empowerment in the Social Responsibility, 19.06 D503 11:00- 6-Jun 315 Financial Industry: A Focus on Youth Ethics and Consumer 12:30 Financial Literacy Protection Angulo Fernando The Role of Brand Development in The International and Cross- 5.04 D202 16:00- 5-Jun 234 Internationalization and Performance of Cultural Marketing 17:30 New Ventures Antheunis Marjolijn Negative word of mouth on Social SIG 22.07 D301 11:00- 7-Jun 113 Network Sites: How to change online 12:30 brand opinion dynamics with effective webcare Anton Meyer Transferring the Capabilities of Digital Advertising, Promotion 1.09 D201 16:00- 6-Jun 345 Media to Print Advertisements – An and Marketing 17:30 Investigation of The Effects of Interactive Communications and Vivid QR Code Content on Consumer Attitudes and Behavior Antonetti Paolo Guilt and Pride in Self-Regulation: An Social Responsibility, 19.08 D503 16:00- 6-Jun 368 Exploration in Sustainability and Ethical Ethics and Consumer 17:30 Consumption Protection Anton-Martin Carmen Pleasure in the Use of New Technologies: New Technologies and 12.02 D504 11:00- 5-Jun 186 The Case of E-Book Readers E-Marketing 12:30 Arcand Manon Facebook’s Privacy Protection Practices Social Responsibility, 19.02 D503 11:00- 5-Jun 193 and Our Perceived Control of Privacy: Ethics and Consumer 12:30 Do We Care? Protection Ardelet Caroline Combining Metaphors and Gain versus Advertising, Promotion 1.07 D201 09:00- 6-Jun 257 Loss Framing to Enhance the Efficiency and Marketing 10:30 of Persuasive Communications Communications Argyriou Evmorfia Are Highly Attractive Models in Social Responsibility, 19.03 D503 14:00- 5-Jun 220 Advertising Really a Social Issue? Ethics and Consumer 15:30 Protection Ari Ela The Dynamics of Groupon: Repeat New Technologies and 12.05 D504 09:00- 6-Jun 278 Purchase and Word-of-Mouth after the E-Marketing 10:30 Deep Discount Arnegger Julius Country Image Effects of Mega-Events Tourism Marketing 20.03 D405 14:00- 5-Jun 223 in Emerging Tourist Destinations – The 15:30 2012 Eurovision Song Contest in Baku Arsel Zeynep Collaborative Redistribution Systems Consumer Behaviour 3.06 D103 09:00- 6-Jun 261 and Value Creation 10:30 Ashill Nick The Impact of Call Centre Stressors on Services Marketing 18.06 D203 11:00- 6-Jun 314 Inbound and Outbound Call-Centre 12:30 Agent Burnout Asmussen Bjoern How Do Corporate Brand Managers Product and Brand 14.02 D101 11:00- 5-Jun 187 Conceptualise Brands? A Social Management 12:30 Constructivist Investigation Assiouras Ioannis Matching Tourism Type and Destination Tourism Marketing 20.02 D405 11:00- 5-Jun 196 Image Perceptions in a Country Context 12:30 Atakan Serap Online Group Buying Behavior New Technologies and 12.04 D504 16:00- 5-Jun 238 Analyzing: the Drivers and Behavioral E-Marketing 17:30 Patterns of a Recent Trend in Turkey Atakan Sinem The Dynamics of Groupon: Repeat New Technologies and 12.05 D504 09:00- 6-Jun 278 Purchase and Word-of-Mouth after the E-Marketing 10:30 Deep Discount Atalay Selin Exploring the Effects of Familiarity with Consumer Behaviour 3.09 D102 11:00- 6-Jun 296 Retail Environments on Consumers’ 12:30 Brand Search and Choice Audrezet Alice Combining Metaphors and Gain versus Advertising, Promotion 1.07 D201 09:00- 6-Jun 257 Loss Framing to Enhance the Efficiency and Marketing 10:30 EMAC Conference

of Persuasive Communications Communications nd

Auh Seigyoung Thinking of Customer Orientation From a Services Marketing 18.08 D203 16:00- 6-Jun 366 42 Relational Demography Perspective 17:30 491 Last Name First Name Paper Title Track Session Room Time Date Page Avello María Living and Loving the Employer Brand: Product and Brand 14.01 D101 09:00- 5-Jun 160 The Role of Employer Brand Experience Management 10:30 on Affective Commitment Avlonitis George Internal Brand Orientation: Scale Product and Brand 14.02 D101 11:00- 5-Jun 188 Development and Validation Management 12:30 Avlonitis George The Moderation Effect of the External Sales Management and 17.02 D404 14:00- 6-Jun 338 Environment in the Relationship Personal Selling 15:30 between Marketing-Sales Conflict and Company Performance: An Exploratory Investigation Aykol Bilge Organizational Capabilities Drivers and International and Cross- 5.08 D202 16:00- 6-Jun 355 Financial Performance Implications of Cultural Marketing 17:30 Green Competitive Advantage in Global Hotel Chains Aykol Bilge The Relevance Of Flow Theory For Marketing Theory 10.01 D501 14:00- 5-Jun 208 Experience Marketing: A Conceptual 15:30 Model and Research Propositions Babic Ana The Business Value of User Generated SIG 22.01 D301 09:00- 5-Jun 91 Content: A meta-analytic review 10:30 Bacher Lukas Holistic Web-Design of E-destination Tourism Marketing 20.04 D405 16:00- 5-Jun 253 Settings: The Influence of Travelers’ 17:30 Emotions and Attitudes on Response Behaviors Backhaus Christof Demonstrative Adoption of Innovative Business-to-Business 2.07 D303 14:00- 6-Jun 319 Products Within Organizations - The Case Marketing & Networks 15:30 of Battery Electric Vehicles Backhaus Christof How Sponsorship Affects Brand Attitude: Advertising, Promotion 1.05 D201 14:00- 5-Jun 198 The Role of Sponsor Partnership and Marketing 15:30 Characteristics Communications Backhaus Klaus Increasing Customers’ Willingness to Pay Business-to-Business 2.08 D303 16:00- 6-Jun 347 for Hybrid offerings: The Impact of Price Marketing & Networks 17:30 Presentation Formats Backhaus Christof Innovation Management in Franchise Retailing, Channel 16.04 D404 16:00- 5-Jun 246 Networks – The Role of Franchisee Management and 17:30 Participation Logistics Baghi Ilaria Brand Awareness or Brand Credibility? Social Responsibility, 19.04 D503 16:00- 5-Jun 251 This Is the Matter in a Co-Branded Cause Ethics and Consumer 17:30 Related Marketing Program Protection Bagozzi Richard P. The Effect of Unethical and Ethical Social Responsibility, 19.05 D503 09:00- 6-Jun 289 Corporate Behaviours on Consumer Ethics and Consumer 10:30 Decision to Support Social Cause Protection Organizations: The Role of Moral Emotions and Individual Differences Bajelan Alireza The Effects of Media Exposure on the Advertising, Promotion 1.08 D201 11:00- 6-Jun 290 Levels of Body Dissatisfaction and and Marketing 12:30 Muscle Dysmorphia in Men Communications Balabanis George Brands’ Contribution to a Country’s International and Cross- 5.01 D202 09:00- 5-Jun 156 Image Cultural Marketing 10:30 Balabanis George Consumer Ethnocentrism: Too Finicky? International and Cross- 5.07 D202 14:00- 6-Jun 326 Cultural Marketing 15:30 Balabanis George Strategic Change and Adaptiveness: Marketing Strategy and 9.02 D402 11:00- 6-Jun 307 An Empirical Study of Intended and Leadership 12:30 Realised Marketing Strategies Balagué Christine Modelling Facebook Users’ Activity New Technologies and 12.09 D504 09:00- 7-Jun 389 to Information Diffusion in the Social E-Marketing 10:30 Network EMAC Conference

nd Baldauf Artur The Influence of Sales Force Control Sales Management and 17.03 D404 09:00- 7-Jun 397

42 Systems on Salespeople's Customer- Personal Selling 10:30 Oriented Selling, Adaptive Selling and Sales Unit Effectiveness 492 Last Name First Name Paper Title Track Session Room Time Date Page Ballon Pieter Innovate with Living Labs: An Empirical Innovation and New 4.05 D302 09:00- 6-Jun 266 Analysis of Their Role During Knowledge Product Development 10:30 Creation Baltas George A New Nature-Inspired Mechanism Modelling and 11.01 D501 09:00- 6-Jun 276 for Market Segmentation: Empirical Forecasting 10:30 Implementation and Evaluation Baltas George Evaluating the Differential Country-of- Pricing and Financial 13.04 D403 16:00- 6-Jun 363 Origin Effects across Market Segments: Issues in Marketing 17:30 Pricing Implications for the Car Market Banerjee Ranjan Paying for Intermediate Output: A Field SIS 1 24.01 D301 16:00- 5-Jun 116 Intervention 17:30 Barbarossa Camilla The Role of Consumers in Developing Social Responsibility, 19.01 D503 09:00- 5-Jun 167 Ethically Oriented Business Models: Ethics and Consumer 10:30 Cases from the Food Industry Protection Bargenda Angela Architectural Branding in the Aesthetic Product and Brand 14.11 D101 15:00- 7-Jun 451 Age Management 16:30 Barrot Christian Social Network Targeting with Revealed New Technologies and 12.13 D504 15:00- 7-Jun 447 Preferences - Is There Really Value in E-Marketing 16:30 Facebook’s User Profiles? Barrot Christian The Role of Geographic Distance Relationship Marketing 15.04 D505 11:00- 7-Jun 425 on Product Adoption and Customer 12:30 Referrals for Digital Natives and Digital Immigrants Bartier Anne-Laure An Initial Step Towards Product and Brand 14.04 D101 16:00- 5-Jun 243 Conceptualization and Measurement of Management 17:30 Brand Nostalgia Basso Kenny Trust Recovery after Double Deviation: Services Marketing 18.10 D203 11:00- 7-Jun 429 Promise and Apology Effects 12:30 Bauer Martina Employee During the Day, Consumer at Product and Brand 14.08 D101 16:00- 6-Jun 364 Night: How Multiple Stakeholder Roles Management 17:30 Impact Brand Meaning Bauer András The Analysis of the Burnout Syndrom Sales Management and 17.04 D404 11:00- 7-Jun 427 Among Hungarian Salespeople Personal Selling 12:30 Beal Virginia The Effect of Exposure to Program Advertising, Promotion 1.10 D201 09:00- 7-Jun 373 Promos on Television Audience and Marketing 10:30 Behaviour: Viewing New Prime-Time Communications Programs in Australia Becker Jan U. Changes of Publicity and Advertising Advertising, Promotion 1.01 D201 09:00- 5-Jun 143 Effectiveness over the Product Life Cycle and Marketing 10:30 Communications Becker Jan U. The Role of Geographic Distance Relationship Marketing 15.04 D505 11:00- 7-Jun 425 on Product Adoption and Customer 12:30 Referrals for Digital Natives and Digital Immigrants Beckmann Julia One Retailer, One Product, Two Retailing, Channel 16.04 D404 16:00- 5-Jun 247 Prices - Effects of Channel-Based Price Management and 17:30 Differentiation on Customer Retention Logistics and Feasibility Conditions Beckmann Suzanne C. The Role of the Marketing Department Marketing Theory 10.02 D501 16:00- 5-Jun 236 in Danish Companies: Drivers for 17:30 Influence Bekk Magdalena The Neglected Triangle of Nespresso, Advertising, Promotion 1.11 D201 11:00- 7-Jun 406 George Clooney, and Me: Brand- and Marketing 12:30 Endorser-Consumer (BEC) Fit Indictors Communications Incrementally Predict Consumer Attitudes and Behavioural Intentions EMAC Conference

Belanche Gracia Daniel The Concept of Place Identity and Marketing of Public and 7.05 D305 09:00- 7-Jun 383 nd

Its Role on the Adoption of a Citizen Non-Profit Organisations 10:30 42 Smart Card 493 Last Name First Name Paper Title Track Session Room Time Date Page Bello Daniel C. "Partner Opportunism in International SIG 22.06 D301 09:00- 7-Jun 109 buyer–seller relationships: Convergence 10:30 and Divergence of Perceptions" Bellou Victoria Constraint Based Segmentation for Ski Tourism Marketing 20.05 D405 16:00- 6-Jun 371 Resort Tourists 17:30 Ben Slimane Bacem Facebook’s Privacy Protection Practices Social Responsibility, 19.02 D503 11:00- 5-Jun 193 and Our Perceived Control of Privacy: Ethics and Consumer 12:30 Do We Care? Protection Ben Yahia Karim Survey Participants Lost in Translation: International and Cross- 5.05 D202 09:00- 6-Jun 268 An Experimental Study on the Use of Cultural Marketing 10:30 Dialectal vs. Standard Language Benavent Christophe The Effects of Purchase Orientations on Relationship Marketing 15.01 D505 14:00- 5-Jun 214 Perceived Loyalty Programs’ Benefits 15:30 and Loyalty Bendig Benedikta Do Prices Really Matter in the Formation Pricing and Financial 13.02 D403 16:00- 5-Jun 241 of Store Price Image? How Retailers May Issues in Marketing 17:30 Establish a Low Price Image Without Necessarily Changing Prices Bennett Dag Loyalty and Growth for Cars in China: A Marketing in Emerging 6.02 D304 11:00- 6-Jun 301 Two-Purchase Analysis of Dynamics and Transition 12:30 Economies Benoit-Moreau Florence Counterproductive Environmental Social Responsibility, 19.08 D503 14:00- 6-Jun 342 Performance Displays: Lessons from the Ethics and Consumer 15:30 Automotive Sector Protection Berens Guido When Stakeholder Marketing Feels SIG 22.03 D301 14:00- 5-Jun 100 Right: Regulatory Fit and Consumer 15:30 Attitudes Berghaus Benjamin Higher, Faster, Further: The Effect of Marketing Strategy and 9.02 D402 11:00- 6-Jun 306 Regulatory Focus and Social Influence on Leadership 12:30 Overconfidence in Strategic Marketing Decisions Bergmann Selina Marketing Managers’ Mental Marketing Strategy and 9.02 D402 11:00- 6-Jun 305 Representations of Leadership Leadership 12:30 Effectiveness: A Cross-Functional Perspective Bertini Marco Self-Serving Behavior in Price-Quality Pricing and Financial 13.01 D403 14:00- 5-Jun 211 Competition Issues in Marketing 15:30 Bertoli Giuseppe Green Behavior: How to Encourage It? Consumer Behaviour 3.06 D103 09:00- 6-Jun 262 10:30 Bezancon Marjolaine How Can Retailers Reduce Perceived Consumer Behaviour 3.03 D103 11:00- 5-Jun 178 Risk for Second-Hand Online Shopping? 12:30 Exploratory Analysis and Suggestion of a New Theoretical Framework Bezençon Valéry The Multiple Facets of Consumer Social Responsibility, 19.08 D503 16:00- 6-Jun 368 Perceived Ethicality Ethics and Consumer 17:30 Protection Bian Xuemei Exploring What Types of Brand Related Consumer Behaviour 3.15 D102 09:00- 7-Jun 378 Information Interest Consumers within 10:30 Social Media Bicho Marta CSR As a Catalyst of Exploratory Social Responsibility, 19.01 D503 09:00- 5-Jun 167 Innovation in High Technology Firms Ethics and Consumer 10:30 Protection Biemans Wim Sales-Marketing Interface and Company Sales Management and 17.02 D404 14:00- 6-Jun 337 Performance. Is Information Use the Personal Selling 15:30 Missing Link? EMAC Conference

nd Biggeleben Tobias The Influence of Participation in Pricing and Financial 13.03 D403 09:00- 6-Jun 281

42 Prediction Markets on Price Sensitivity Issues in Marketing 10:30 – An Experimental Study on Sporting Goods 494 Last Name First Name Paper Title Track Session Room Time Date Page Bigne Enrique Does CSR Influence The Reputation of Tourism Marketing 20.07 D405 11:00- 7-Jun 433 Tourism Services Providers? Model of 12:30 Influence on Tourist Behaviour Bigné Enrique Proposal of a Web Site Engagement New Technologies and 12.08 D502 16:00- 6-Jun 360 Measurement E-Marketing 17:30 Bigné Alcañiz Enrique Social Responsibility Effects on Tourism Tourism Marketing 20.01 D405 09:00- 5-Jun 170 Destination Image, Perceived Quality 10:30 and Loyalty Bijmolt Tammo Take It or Leave It: The Effect of User SIG 22.01 D301 09:00- 5-Jun 92 Generated Content on Product Returns 10:30 Bijmolt Tammo The First, the Last, the Everything? – A Advertising, Promotion 1.04 D304 11:00- 5-Jun 173 Moment-to-Moment Analyses of Virality and Marketing 12:30 of Online Ads Communications Bilstein Nicola Can I Get a Helping Hand? Maybe Not: Services Marketing 18.01 D203 09:00- 5-Jun 166 Understanding Co-Production in Service 10:30 Recovery Processes Birk Matthias When Implicit Promises are Broken: The Relationship Marketing 15.02 D505 16:00- 5-Jun 244 Role of Relational Norms in Consumers’ 17:30 Reactions to Brand Transgressions Bitter Sofie Understanding Online Customer New Technologies and 12.08 D502 16:00- 6-Jun 361 Engagement Behavior: The Facebook E-Marketing 17:30 Perspective Blankenberg Nina Transferring the Capabilities of Digital Advertising, Promotion 1.09 D201 16:00- 6-Jun 345 Media to Print Advertisements – An and Marketing 17:30 Investigation of The Effects of Interactive Communications and Vivid QR Code Content on Consumer Attitudes and Behavior Blankson Charles Brand Positioning as a Determinant of Product and Brand 14.09 D101 09:00- 7-Jun 393 Consumer Attitudes towards Co-Brands Management 10:30 Blasco Francis Living and Loving the Employer Brand: Product and Brand 14.01 D101 09:00- 5-Jun 160 The Role of Employer Brand Experience Management 10:30 on Affective Commitment Blasco-Arcas Lorena The Influence of Interactive Technologies New Technologies and 12.02 D504 11:00- 5-Jun 185 on Consumer Behavior. IPTV Adoption as E-Marketing 12:30 an E-Commerce Platform Bloemer José On the Role of Culture in Establishing International and Cross- 5.04 D202 16:00- 5-Jun 234 Consumer-Brand Relationships Cultural Marketing 17:30 Bloemer Josee The Effect of the Frontline Employee's International and Cross- 5.03 D202 14:00- 5-Jun 206 Intercultural Competence on the Cultural Marketing 15:30 Evaluations and Behavioural Outcomes of an Intercultural Service Encounters Blom Angelica Exploring the Effects of Advertising Advertising, Promotion 1.02 D304 09:00- 5-Jun 145 Creativity on a Media Vehicle and Marketing 10:30 Communications Blut Markus Adolescence and the Theory of Planned Consumer Behaviour 3.05 D103 16:00- 5-Jun 231 Behaviour – Results of a Meta-Analysis 17:30 Blut Markus Brand Ambassador or Substitute? – The Business-to-Business 2.07 D303 14:00- 6-Jun 318 Role of the Salesperson in Industrial Marketing & Networks 15:30 Brand Management Blut Markus Shopping Motives in Mobile Commerce: New Technologies and 12.07 D504 16:00- 6-Jun 359 The Impact of Mobile Devices on E-Marketing 17:30 Consumers' Purchase Intention Blut Markus The Illusion of Points: Investigating The Relationship Marketing 15.01 D505 14:00- 5-Jun 216 Effects of Medium Magnitude in Loyalty 15:30 Programs Bode Christian How Do Market Research Departments Marketing Strategy and 9.04 D402 11:00- 7-Jun 417 EMAC Conference

Influence the Use of Market Research Leadership 12:30 nd

Information? 42

495 Last Name First Name Paper Title Track Session Room Time Date Page Bodur H. Onur Different Shades of Fit: When Surprising Social Responsibility, 19.01 D503 09:00- 5-Jun 168 Corporate Social Responsibility Improves Ethics and Consumer 10:30 Consumer Evaluations Protection Bodur Onur Investigating Contribution of Ethical Social Responsibility, 19.05 D503 09:00- 6-Jun 288 Attributes to Product Evaluations Ethics and Consumer 10:30 Protection Bohnenkamp Björn Consuming Media “Trash” - When “Bad” Consumer Behaviour 3.02 D102 09:00- 5-Jun 152 Can Be “Good” 10:30 Boichuk Jeffrey Thinking of Customer Orientation From a Services Marketing 18.08 D203 16:00- 6-Jun 366 Relational Demography Perspective 17:30 Bonera Michelle Green Behavior: How to Encourage It? Consumer Behaviour 3.06 D103 09:00- 6-Jun 262 10:30 Borau Sylvie “It Hurts, but I Don’t Mind!”: The Positive Advertising, Promotion 1.08 D201 11:00- 6-Jun 291 Effect of Negative Emotions Elicited by and Marketing 12:30 Idealized Media Models on Attitude Communications toward the Brand Borghini Stefania Supplier Know-How Transfer Capacity in Business-to-Business 2.05 D303 09:00- 6-Jun 258 the Vendor Selection Process Marketing & Networks 10:30 Bosangit Carmela Profiling the Travel Bloggers: An Tourism Marketing 20.05 D405 16:00- 6-Jun 370 Exploratory Study 17:30 Boshoff Christof Cellphone Banking Use Intentions in a New Technologies and 12.01 D504 09:00- 5-Jun 159 Concurrent Channel Context E-Marketing 10:30 Boso Nathaniel The Effects of Radical Firm Marketing in Emerging 6.02 D304 11:00- 6-Jun 302 Innovativeness, Managerial Ties and and Transition 12:30 Entrepreneurial Orientation on Firm Economies Performance Bourjot-Deparis Julien Don’t Call Me “Brand Loyal”: The Role Consumer Behaviour 3.14 D103 09:00- 7-Jun 376 of Market Metacognition on Market- 10:30 Related Labeling Effectiveness Boutry-Robinot Elisabeth What Makes People Not Throw Goods Social Responsibility, 19.10 D503 11:00- 7-Jun 432 Away When They Want to Get Rid of Ethics and Consumer 12:30 Them? An Application to Books, Clothes Protection and Mobile Phones Bove Liliana Scare Me to Stop: The Effectiveness of Marketing of Public and 7.04 D305 16:00- 6-Jun 358 Physical and Social Fear Appeals on Non-Profit Organisations 17:30 Different Audiences in Anti-Drink Driving Campaigns Boztug Yasemin The Impact of Nutrition Labeling on the Social Responsibility, 19.03 D503 14:00- 5-Jun 221 Purchased Amount of Sugar in Sweet Ethics and Consumer 15:30 Food Products Protection Boztuğ Yasemin The Impact of Framed Reference Social Responsibility, 19.03 D503 14:00- 5-Jun 221 Points, Source Credibility and Nutrition Ethics and Consumer 15:30 Involvement on Attribute Utility and Protection Importance Boztuğ Yasemin The Role of Price Expectations in the Modelling and 11.02 D501 11:00- 6-Jun 307 Impact of Price Promotions Forecasting 12:30 Böttger Tim Inspirational Communication - The Retailing, Channel 16.01 D404 09:00- 5-Jun 162 Mediating Role of Customer Inspiration Management and 10:30 in Attribute Framing Logistics Bradley Frank An Investigation of The Role of Marketing in Emerging 6.03 D304 14:00- 6-Jun 328 Managers’ Personal Values in Creating A and Transition 15:30 Market Orientation: Evidence From Brazil Economies Brakus J.J. An Experiential Account of Happiness in Consumer Behaviour 3.21 D304 15:00- 7-Jun 441 Life and in Ads 16:30 Brandimarte Laura Depreciation of the Past: Diagnostic Consumer Behaviour 3.13 D102 16:00- 6-Jun 352 Behaviors Have a Longer-Lasting Impact 17:30 EMAC Conference

nd than Non-Diagnostic Behaviors 42

496 Last Name First Name Paper Title Track Session Room Time Date Page Braun Erik Brand Complexity and Identification: An Marketing of Public and 7.03 D305 14:00- 6-Jun 329 Integrative Model for Place Branding Non-Profit Organisations 15:30 Brečić, Ruzica Managers' Perceptions of CSR Practices Social Responsibility, 19.06 D503 11:00- 6-Jun 316 Ethics and Consumer 12:30 Protection Bressolles Gregory E-Fulfillment Systems in Multi-Channel Retailing, Channel 16.05 D404 09:00- 6-Jun 284 Retailing: Customer Expectations and Management and 10:30 Economic Performance Logistics Brettel Malte Boosting The Impact of Sustainability on Social Responsibility, 19.04 D503 16:00- 5-Jun 252 Brand Equity: Differentiating Social and Ethics and Consumer 17:30 Environmental Performance and Their Protection Interactions with Innovation Brettel Malte Does Facebook Effectively Foster New Advertising, Promotion 1.06 D201 16:00- 5-Jun 226 Customer Acquisition or Is It Rather a and Marketing 17:30 Customer Retention Tool (or Both)? Communications Brexendorf Tim The Stage is Yours – What Drives Product and Brand 14.06 D101 11:00- 6-Jun 311 Consumer Engagement on Facebook Management 12:30 Brand Pages? Briand Decre Gwenaëlle It Sounds Good! The Impact of Packaging Product and Brand 14.07 D101 14:00- 6-Jun 335 Sound on the Perception of Packaging Management 15:30 Material and Product Evaluation Brock Christian Shopping Motives in Mobile Commerce: New Technologies and 12.07 D504 16:00- 6-Jun 359 The Impact of Mobile Devices on E-Marketing 17:30 Consumers' Purchase Intention Broderick Amanda Affiliating with Japanese Culture Consumer Behaviour 3.07 D102 09:00- 6-Jun 264 Through American Brands: Assertions of 10:30 Multicultural Identity Through Discursive Reconfigurations of Brand Origin Broderick Anne Human Dominant Knowledge Sharing Services Marketing 18.05 D203 09:00- 6-Jun 287 Practices in Small Scale Service Firms 10:30 Broderick Anne Investigating Service Quality and Services Marketing 18.09 D203 09:00- 7-Jun 399 Value in He: Rethinking The Generic 10:30 Measurement Scales of Service Quality in Multi-Unit Services Bruce Helen Enhancing Customer Perceived Value Relationship Marketing 15.03 D505 09:00- 7-Jun 394 Measurement: A Multidimensional Index 10:30 for Television Consumption Bruce Helen Interconnected Identities: Enduring SIG 22.04 D301 11:00- 6-Jun 103 Identity Conflict in the Household 12:30 Bruhn Manfred Using Viral Messages to Shape the Consumer Behaviour 3.16 D103 11:00- 7-Jun 408 Image of the Self: An Investigation of 12:30 the Impact of Self-Congruity with Viral Messages on Forwarding Intentions Bruhn Manfred What Makes a Brand Authentic and Product and Brand 14.11 D101 15:00- 7-Jun 451 Why Should We Care? Investigating the Management 16:30 Antecedents and Consequences of Brand Authenticity Brunk Katja H. A Second Look at the Ethical Product – A Social Responsibility, 19.05 D503 09:00- 6-Jun 288 Conceptual Extension of the Ethical Ethics and Consumer 10:30 Product Matrix Protection Brunner-Sperdin Alexandra Holistic Web-Design of E-destination Tourism Marketing 20.04 D405 16:00- 5-Jun 253 Settings: The Influence of Travelers’ 17:30 Emotions and Attitudes on Response Behaviors Brunner-Sperdin Alexandra The Influence of Music Mode and Music New Technologies and 12.08 D502 16:00- 6-Jun 361 Tempo on Consumers’ Risk-Taking E-Marketing 17:30 EMAC Conference

Behavior nd

Bruns Andrea How to Prolong a Sales Promotion – Ex- Advertising, Promotion 1.10 D201 09:00- 7-Jun 373 42 Post Time Extension versus Reframing and Marketing 10:30 Communications 497 Last Name First Name Paper Title Track Session Room Time Date Page Brüggen Elisabeth Establishing the Accuracy of Online Marketing Research and 8.02 D501 11:00- 5-Jun 184 Panel Research Research Methodology 12:30 Buerke Anja Drivers of Responsible Consumption Social Responsibility, 19.08 D503 16:00- 6-Jun 369 Ethics and Consumer 17:30 Protection Burki Umar Does Market Knowledge Diminish Business-to-Business 2.05 D303 09:00- 6-Jun 259 the Extent of Formal Contracting Marketing & Networks 10:30 in International Buyer-Supplier Relationships? Burmann Christoph An Empirical Investigation of Relevant Product and Brand 14.05 D101 09:00- 6-Jun 283 Benefits in the Context of Professional Management 10:30 Sport Teams - “Benefits of Sport Teams- Model“ (BOST-Model) Burmann Christoph What Makes Brand Fan Pages in Social New Technologies and 12.11 D504 11:00- 7-Jun 420 Networks Successful? An Empirical Study E-Marketing 12:30 on Facebook Users’ Attitudes towards Fan Pages of Food and Beverage Brands Burmester- Alexa Changes of Publicity and Advertising Advertising, Promotion 1.01 D201 09:00- 5-Jun 143 Hofmann Effectiveness over the Product Life Cycle and Marketing 10:30 Communications Buvik Arnt Contractual Completeness: Business-to-Business 2.05 D303 09:00- 6-Jun 260 Complementary and Substitutive Roles Marketing & Networks 10:30 Buvik Arnt Does Market Knowledge Diminish Business-to-Business 2.05 D303 09:00- 6-Jun 259 the Extent of Formal Contracting Marketing & Networks 10:30 in International Buyer-Supplier Relationships? Buvik Arnt The Effect of Multiple Sourcing on Business-to-Business 2.08 D303 16:00- 6-Jun 348 Buyer Control in Industrial Buyer-Seller Marketing & Networks 17:30 Relationships Buzulukova Ekaterina The Key Role of Entrepreneurship Marketing Strategy and 9.03 D402 09:00- 7-Jun 386 Orientation in Small and Medium-Sized Leadership 10:30 Enterprises’ Performance Bügel Marnix When Doing Good Leads to Increased Social Responsibility, 19.11 D503 15:00- 7-Jun 457 Customer Loyalty – A Contingency Ethics and Consumer 16:30 Perspective Protection Cadario Romain Don’t Call Me “Brand Loyal”: The Role Consumer Behaviour 3.14 D103 09:00- 7-Jun 376 of Market Metacognition on Market- 10:30 Related Labeling Effectiveness Cadogan John W. A Preliminary Test of a Multi-Level SIG 22.06 D301 09:00- 7-Jun 108 Model of Adaptation and Export Venture 10:30 Performance Cadogan John Salesperson Role Stress and Unethical Sales Management and 17.04 D404 11:00- 7-Jun 428 Behavior Personal Selling 12:30 Caffier De Kerviler Gwarlann Combining Metaphors and Gain versus Advertising, Promotion 1.07 D201 09:00- 6-Jun 257 Loss Framing to Enhance the Efficiency and Marketing 10:30 of Persuasive Communications Communications Caffier De Kerviler Gwarlann Don’t Call Me “Brand Loyal”: The Role Consumer Behaviour 3.14 D103 09:00- 7-Jun 376 of Market Metacognition on Market- 10:30 Related Labeling Effectiveness Calciu Mihai Decision Support for Valuing Customers Modelling and 11.01 D501 09:00- 6-Jun 276 as Restful Web Services Forecasting 10:30 Calciu Michel The Effects of Purchase Orientations on Relationship Marketing 15.01 D505 14:00- 5-Jun 214 Perceived Loyalty Programs’ Benefits 15:30 and Loyalty Caldara Cindy From Consumer Engagement Behaviors New Technologies and 12.12 D502 11:00- 7-Jun 422 with the Brand on Facebook to Brand E-Marketing 12:30 EMAC Conference

nd Attachment

42 Camacho Nuno Streamlining Grassroots Innovation in SIG 22.02 D301 11:00- 5-Jun 97 Large Firms 12:30 498 Last Name First Name Paper Title Track Session Room Time Date Page Camarero-Izquierdo Carmen Pleasure in the Use of New Technologies: New Technologies and 12.02 D504 11:00- 5-Jun 186 The Case of E-Book Readers E-Marketing 12:30 Cambra Jesús Managing Complaints to Improve Relationship Marketing 15.04 D505 11:00- 7-Jun 425 Customer Profitability 12:30 Campbell Colin The Influence of Fair Trade Messages Consumer Behaviour 3.10 D103 14:00- 6-Jun 321 on Consumers’ Green Buying Behavior: 15:30 Perception of Price Fairness and Acceptance of Price Increases Campbell Margaret C. What Makes Things Cool? The Role of Consumer Behaviour 3.11 D102 14:00- 6-Jun 321 Bounded Autonomy 15:30 Canales Pedro Does Social Networking Really Impact New Technologies and 12.14 D502 15:00- 7-Jun 449 on Brands? E-Marketing 16:30 Carida Angela A Practice Based Approach to Value Services Marketing 18.01 D203 09:00- 5-Jun 165 Co-Creation: Focus on The Healthcare 10:30 Context Caridà Angela The Virtual Brand Community’s Design To New Technologies and 12.14 D502 15:00- 7-Jun 450 Enhance Firm’s Creativity: An Italian Case E-Marketing 16:30 Carpenter Gregory Wine Worlds: A Cultural Approach of the SIG 22.03 D301 14:00- 5-Jun 99 Shared Meanings Between a Firm and Its 15:30 Stakeholders Casaló Ariño Luis V. The Concept of Place Identity and Marketing of Public and 7.05 D305 09:00- 7-Jun 383 Its Role on the Adoption of a Citizen Non-Profit Organisations 10:30 Smart Card Castaldo Sandro Private Labels Brand Equity Process: Is It Retailing, Channel 16.02 D404 11:00- 5-Jun 189 Different From Brands’? Management and 12:30 Logistics Casteran Herbert The Effects of Purchase Orientations on Relationship Marketing 15.01 D505 14:00- 5-Jun 214 Perceived Loyalty Programs’ Benefits 15:30 and Loyalty Castéran Herbert The Long-Term Impact of Sales Advertising, Promotion 1.10 D201 09:00- 7-Jun 374 Promotions on Customer Equity and Marketing 10:30 Communications Cauberghe Veroline The Impact of Media Multitasking Advertising, Promotion 1.06 D201 16:00- 5-Jun 226 on Media Enjoyment and Cognitive and Marketing 17:30 Processing Styles: Implications for Communications Advertising Outcomes Cervellon Marie-Cécile Is Fault Confessed Half Redressed? : The Social Responsibility, 19.04 D503 16:00- 5-Jun 251 Influence of a Brand Misbehaving and Ethics and Consumer 17:30 Making Amendments on Brand Attitude Protection and Eco-Friendly Image Cesaroni Fabrizio The Influence of High-Technology and International and Cross- 5.04 D202 16:00- 5-Jun 235 Luxury Co-Branding Strategies on Cultural Marketing 17:30 Cross-Cultural Consumer Evaluation and Purchase Intention Chae Heeju Customer Social Participation Influence KSMS-GAMMA 23.02 D401 11:00- 5-Jun 125 on Customer Equity - Focus on SPA 12:30 Brands Chae Heeju Customer Social Participation Influence KSMS-GAMMA 23.02 D401 11:00- 5-Jun 125 on Customer Equity - Focus on SPA 12:30 Brands Chan Fanny Cultural Differences in the Perception of Advertising, Promotion 1.12 D201 15:00- 7-Jun 435 Product Placements in Films and Marketing 16:30 Communications Chan Terri H. Effects of Conventional Ads in A Digital Advertising, Promotion 1.03 D201 11:00- 5-Jun 171 Age: Effects of Internet and Conventional and Marketing 12:30 Advertising on Brand Awareness and Communications EMAC Conference

Desire in China Market nd

Chan Kaye Measuring Attention to Advertising Advertising, Promotion 1.01 D201 09:00- 5-Jun 144 42 and Marketing 10:30 Communications 499 Last Name First Name Paper Title Track Session Room Time Date Page Chandon Pierre The Additive Change Heuristic: A Model SIG 22.02 D301 11:00- 5-Jun 97 to Predict Consumers’ Package Size 12:30 Impressions and Manage Packaging Design Chang Man-Ling Government Regulations of Business, KSMS-GAMMA 23.03 D401 14:00- 5-Jun 127 Corruption, Reforms and the Economic 15:30 Growth of Nations Chao Emmanuel James Contractual Completeness: Business-to-Business 2.05 D303 09:00- 6-Jun 260 Complementary and Substitutive Roles Marketing & Networks 10:30 Charfi Ahmed Anis Impact of E-Atmospheric Elements on New Technologies and 12.06 D504 11:00- 6-Jun 332 the Perceived Value of the Online Visit E-Marketing 12:30 Chari Simos Strategic Change and Adaptiveness: Marketing Strategy and 9.02 D402 11:00- 6-Jun 307 An Empirical Study of Intended and Leadership 12:30 Realised Marketing Strategies Charron Jean Philippe Getting in Tune: Explaining Music Consumer Behaviour 3.17 D102 11:00- 7-Jun 410 Downloaders’ Payment Patterns through 12:30 Cognitive Dissonance Theory Chattalas Michael Warm versus Competent Nations: International and Cross- 5.01 D202 09:00- 5-Jun 155 Stereotype Effects on Expectations Cultural Marketing 10:30 of Hedonic versus Utilitarian Product Properties Chatzipanagiotou Kalliopi The Role of Store Image in Shaping Retailing, Channel 16.03 D404 14:00- 5-Jun 217 Consumer Trusting Beliefs for Private Management and 15:30 Label Brands Logistics Chen Bo Consumer Creativity in Product Design: Innovation and New 4.03 D302 14:00- 5-Jun 203 The Effects of Providing a Default Product Development 15:30 Product on Idea Generation Chen Xiaoyun Organizational Learning and Marketing in Emerging 6.02 D304 11:00- 6-Jun 302 Innovations: A Study of High-Tech Firms and Transition 12:30 in China Economies Cheng Cheng-Feng Government Regulations of Business, KSMS-GAMMA 23.03 D401 14:00- 5-Jun 127 Corruption, Reforms and the Economic 15:30 Growth of Nations Cherif Emna Can I Trust Virtual Agents? A Qualitative New Technologies and 12.02 D504 11:00- 5-Jun 186 Study of Determinants Enhancing Trust E-Marketing 12:30 Development Chica Olmo Jorge The Effects of the Location, Internal Tourism Marketing 20.06 D405 09:00- 7-Jun 402 Resources and Characteristics of a 10:30 Tourism Firm on Room Rates: An Application for the Spanish Rural Tourism Sector Cho Hichang Online and Offline Referral Reward Services Marketing 18.03 D203 14:00- 5-Jun 219 Programs 15:30 Choi Yung Kyun Drafting a Strategy for Smartphone KSMS-GAMMA 23.03 D401 14:00- 5-Jun 130 Advertising: The Influence of Motivations 15:30 for Smartphone Applications on Advertising Values, Attitude, and Intention Choi Ik "Open for Innovation: An AHP Model KSMS-GAMMA 23.04 D401 16:00- 5-Jun 133 for Selection of Crowdsourcing Designs 17:30 " Choudhury Musfiq An Integrated Model of Consumer Product and Brand 14.01 D101 09:00- 5-Jun 162 Attitudes towards a Firm’s Brand Management 10:30 Likeability Chrysochou Polymeros Customer Brand Engagement on Online Services Marketing 18.02 D203 11:00- 5-Jun 192 Social Media Platforms: A Conceptual 12:30 EMAC Conference

nd Model and Empirical Analysis

42 Chrysochou Polymeros Understanding Consumer-Generated Advertising, Promotion 1.09 D201 16:00- 6-Jun 345 Advertising for Mainstream Fashion and Marketing 17:30 Goods Communications 500 Last Name First Name Paper Title Track Session Room Time Date Page Chun Eunha Is there Social Capital on the Fashion KSMS-GAMMA 23.04 D401 16:00- 5-Jun 134 Social Platform? Marketing and Legal 17:30 Perspectives Chun Eunha "Open for Innovation: An AHP Model KSMS-GAMMA 23.04 D401 16:00- 5-Jun 133 for Selection of Crowdsourcing Designs 17:30 " Cillo Paola The Effect of Critical Evaluation on SIG 22.02 D301 11:00- 5-Jun 95 Aesthetic Innovation: Debunking the 12:30 Myth of Designer as Dictator Claudy Marius Innovation As An Outcome Of A Innovation and New 4.02 D302 11:00- 5-Jun 181 Sustainability Orientation Product Development 12:30 Clement Michel The First, the Last, the Everything? – A Advertising, Promotion 1.04 D304 11:00- 5-Jun 173 Moment-to-Moment Analyses of Virality and Marketing 12:30 of Online Ads Communications Cloonan Caroline It Sounds Good! The Impact of Packaging Product and Brand 14.07 D101 14:00- 6-Jun 335 Sound on the Perception of Packaging Management 15:30 Material and Product Evaluation Codini Anna Green Behavior: How to Encourage It? Consumer Behaviour 3.06 D103 09:00- 6-Jun 262 10:30 Coelho Filipe J. The Relationship between Personality Services Marketing 18.04 D203 16:00- 5-Jun 249 and Creativity: The Unknown Effects 17:30 Coelho Do Vale Rita Because it Looks Right! The Influence Social Responsibility, 19.05 D503 09:00- 6-Jun 289 of Ethical Certification Marks on Ethics and Consumer 10:30 Consumers´ Evaluation of Product Protection Packages Colliander Jonas Could It Be Best to Avoid Consumers in Innovation and New 4.10 D302 11:00- 7-Jun 413 New Product Development? Exploring Product Development 12:30 the Impact on Brand Uniqueness and Self-Brand Connection Colurcio Maria A Practice Based Approach to Value Services Marketing 18.01 D203 09:00- 5-Jun 165 Co-Creation: Focus on The Healthcare 10:30 Context Colurcio Maria The Virtual Brand Community’s Design To New Technologies and 12.14 D502 15:00- 7-Jun 450 Enhance Firm’s Creativity: An Italian Case E-Marketing 16:30 Conduit Jodie Changing Consumer Perceptions of CSR Social Responsibility, 19.11 D503 15:00- 7-Jun 458 Image by Communicating Corporate Ethics and Consumer 16:30 Volunteering Involvement Protection Cooke Alastair How Can Private Labels Increase Their Consumer Behaviour 3.03 D103 11:00- 5-Jun 178 Value? – The Role of a Brand Name and 12:30 Packaging Design Cooray Muditha Immaterial Labour on Facebook: Consumer Behaviour 3.19 D103 15:00- 7-Jun 437 Exploring Consumers’ Expressions of 16:30 Production Activities Corciolani Matteo The Role of Product Involvement on the Consumer Behaviour 3.19 D103 15:00- 7-Jun 437 Relationship between Object-Related 16:30 Authenticity and Existential Authenticity Corsaro Daniela Service Innovation: A Social Construction Services Marketing 18.08 D203 16:00- 6-Jun 367 View 17:30 Corvi Elisabetta Green Behavior: How to Encourage It? Consumer Behaviour 3.06 D103 09:00- 6-Jun 262 10:30 Costa Claudia CSR As a Catalyst of Exploratory Social Responsibility, 19.01 D503 09:00- 5-Jun 167 Innovation in High Technology Firms Ethics and Consumer 10:30 Protection Coughlan Anne Wardrobing: Is It Really All That Bad? Retailing, Channel 16.01 D404 09:00- 5-Jun 163 Management and 10:30 Logistics EMAC Conference

Crespo-Almendros Esmeralda The Impact of Price Discounts on New Technologies and 12.04 D504 16:00- 5-Jun 237 nd

Attitude toward the Website: A E-Marketing 17:30 42 Comparative Analysis of Novice and Expert Internet Users 501 Last Name First Name Paper Title Track Session Room Time Date Page Cruz-Ros Sonia Do Marketing Capabilities Impact on Marketing Strategy and 9.01 D402 09:00- 6-Jun 274 Service Innovation and Performance? Leadership 10:30 Curras-Perez Rafael Does CSR Influence The Reputation of Tourism Marketing 20.07 D405 11:00- 7-Jun 433 Tourism Services Providers? Model of 12:30 Influence on Tourist Behaviour Çakici Meltem Consumer Ethnocentrism, Country-of- International and Cross- 5.07 D202 14:00- 6-Jun 325 Origin(COO), Nationalism, Patriotism, Cultural Marketing 15:30 and Internationalism: Direct and Indirect Effects on Consumers’ Intention to Buy Foreign Products Da Silveira Catherine Revisiting Brand Identity, Brand Product and Brand 14.02 D101 11:00- 5-Jun 187 Image, and Their Articulation, in an Management 12:30 Interconnected World Dacko Scott Innovation As An Outcome Of A Innovation and New 4.02 D302 11:00- 5-Jun 181 Sustainability Orientation Product Development 12:30 Dahl Stephan “My Friend Bud”: Exploring Alcohol New Technologies and 12.06 D504 14:00- 6-Jun 333 Promotion Across Social Media E-Marketing 15:30 Dahlén Michael The Language Backfire Effect: Do Services Marketing 18.04 D203 16:00- 5-Jun 248 Customers Always Prefer to be Served in 17:30 Their Strongest Language? Dalli Daniele The Rise and Development of Co- Marketing Theory 10.03 D501 14:00- 6-Jun 331 Creation Theory: The Role of Influential 15:30 Publications Dalli Daniele The Role of Consumers in Developing Social Responsibility, 19.01 D503 09:00- 5-Jun 167 Ethically Oriented Business Models: Ethics and Consumer 10:30 Cases from the Food Industry Protection Dalmoro Marlon Designed and Assembled in an Emerging Marketing in Emerging 6.01 D304 09:00- 6-Jun 269 Market: Consumer Ethnocentrism and and Transition 10:30 Country of Origin Effects of Chinese and Economies Indian Products in Brazil Danatzis Ilias The Effects of Structural and Social Business-to-Business 2.04 D303 16:00- 5-Jun 228 Dimensions of Perceived Fairness and Marketing & Networks 17:30 Unfairness on the Quality of Buyer-Seller Relationships - A Transaction Cost Perspective D'Angelo Dora When Do B2C Services Benefit from Services Marketing 18.02 D203 11:00- 5-Jun 191 Ingredient Branding? An Empirical 12:30 Analysis of Success Drivers Dannewald Till Effects of Failure in Consumption Services Marketing 18.10 D203 11:00- 7-Jun 430 Systems 12:30 Darpy Denis Impact of Online Promotional Game Advertising, Promotion 1.10 D201 09:00- 7-Jun 374 Mechanics on Word of Mouth Behaviors and Marketing 10:30 Communications De Barnier Virginie Marketing of Art or Art of Marketing: Marketing of Public and 7.01 D305 09:00- 6-Jun 271 How to Break Resistance? Non-Profit Organisations 10:30 De Bellis Emanuel A Social Approach to Truth-Telling Marketing Research and 8.04 D501 15:00- 7-Jun 444 Research Methodology 16:30 De Bellis Emanuel Accentuating the Forest Instead of the Innovation and New 4.10 D302 11:00- 7-Jun 414 Trees: Induced Global Processing in Mass Product Development 12:30 Customization Systems De Brentani Ulrike A High-Tech Firm 'Early Front-End Innovation and New 4.09 D302 09:00- 7-Jun 379 Success Typology' Based on Individual Product Development 10:30 and Organizational Capabilities and Resultant Market Visioning Competence De Ferran Florence What Makes People Not Throw Goods Social Responsibility, 19.10 D503 11:00- 7-Jun 432 Away When They Want to Get Rid of Ethics and Consumer 12:30 EMAC Conference

nd Them? An Application to Books, Clothes Protection

42 and Mobile Phones De Jong Eelke On the Role of Culture in Establishing International and Cross- 5.04 D202 16:00- 5-Jun 234 Consumer-Brand Relationships Cultural Marketing 17:30 502 Last Name First Name Paper Title Track Session Room Time Date Page De Luca Luigi M. From Potential to Realized Absorptive Marketing Theory 10.02 D501 16:00- 5-Jun 235 Capacity: The Role of Business 17:30 Development De Marez Lieven Innovate with Living Labs: An Empirical Innovation and New 4.05 D302 09:00- 6-Jun 266 Analysis of Their Role During Knowledge Product Development 10:30 Creation De Pelsmacker Patrick A Mixture-Amount Model for Media Mix Modelling and 11.01 D501 09:00- 6-Jun 275 Investment Optimization Forecasting 10:30 De Pelsmacker Patrick Brand Placement in a Real-Life Television Advertising, Promotion 1.12 D201 15:00- 7-Jun 436 Show: The Effectiveness of Integrated and Marketing 16:30 and Non-Integrated Placement and the Communications Role of Connectedness De Pelsmacker Patrick Cultural Power Distance and Global International and Cross- 5.06 D202 11:00- 6-Jun 299 versus Local Advertising Effects: A Cross Cultural Marketing 12:30 Cultural Investigation in Iran, India and Belgium De Pelsmacker Patrick The Impact of Media Multitasking Advertising, Promotion 1.06 D201 16:00- 5-Jun 226 on Media Enjoyment and Cognitive and Marketing 17:30 Processing Styles: Implications for Communications Advertising Outcomes De Pelsmacker Patrick The Role of Emotions for the Usage Innovation and New 4.10 D302 11:00- 7-Jun 413 Intention of the Electric Car: A Product Development 12:30 Multigroup Comparison in the Belgian Context de Valck Kristine The Business Value of User Generated SIG 22.01 D301 09:00- 5-Jun 91 Content: A meta-analytic review 10:30 Dechant Kristin Do Prices Really Matter in the Formation Pricing and Financial 13.02 D403 16:00- 5-Jun 241 of Store Price Image? How Retailers May Issues in Marketing 17:30 Establish a Low Price Image Without Necessarily Changing Prices Decoopman Isabelle Sharing From Social Comparison Theory International and Cross- 5.08 D202 16:00- 6-Jun 356 Perspective: A Cross-Cultural Study Cultural Marketing 17:30 of French and Japanese Adolescent Daughters’ Mothers Dehling Aurelie Making Someone Else’s Object One’s Consumer Behaviour 3.08 D103 11:00- 6-Jun 294 Own: the Matter of Second-Hand Item 12:30 Appropriation Deker Johannes S. Stakeholder Configuration for the Innovation and New 4.09 D302 09:00- 7-Jun 380 Development of Successful Radical New Product Development 10:30 Services Del Barrio García Salvador The Effect of Culture and the Cultural International and Cross- 5.05 D202 09:00- 6-Jun 267 Framework of Language on Online Cultural Marketing 10:30 Information-Processing Del Barrio García Salvador The Role of Involvement in Graduates’ Marketing Education 21.02 D403 15:00- 7-Jun 459 Image of the University 16:30 Del Barrio-García Salvador The Impact of Price Discounts on New Technologies and 12.04 D504 16:00- 5-Jun 237 Attitude toward the Website: A E-Marketing 17:30 Comparative Analysis of Novice and Expert Internet Users Deleersnyder Barbara The Epidemic of Innovation Cloning: Innovation and New 4.03 D302 14:00- 5-Jun 204 Retailers’ Decision to Introduce Private Product Development 15:30 Label Innovation Copycats Delgado Elena Brand Love in Virtual Communities Product and Brand 14.01 D101 09:00- 5-Jun 161 Management 10:30 Delgado Ballester Elena Brand Experiential Value and Brand Product and Brand 14.04 D101 16:00- 5-Jun 242 Functional Value Effects: A Comparative Management 17:30 EMAC Conference

Study nd

Demmers Joris Attentive customer care or privacy SIG 22.07 D301 11:00- 7-Jun 114 42 infringement? Dealing with customer 12:30 feedback on social network sites 503 Last Name First Name Paper Title Track Session Room Time Date Page Dens Nathalie A Mixture-Amount Model for Media Mix Modelling and 11.01 D501 09:00- 6-Jun 275 Investment Optimization Forecasting 10:30 Dens Nathalie Brand Placement in a Real-Life Television Advertising, Promotion 1.12 D201 15:00- 7-Jun 436 Show: The Effectiveness of Integrated and Marketing 16:30 and Non-Integrated Placement and the Communications Role of Connectedness Dens Nathalie Cultural Power Distance and Global International and Cross- 5.06 D202 11:00- 6-Jun 299 versus Local Advertising Effects: A Cross Cultural Marketing 12:30 Cultural Investigation in Iran, India and Belgium Depypere Daphné The Effectiveness of Quality Templates of Advertising, Promotion 1.06 D201 16:00- 5-Jun 225 Creativity in Youtube Campaigns and Marketing 17:30 Communications Derbaix Maud Je T'Aime...Moi Non Plus : Exploring Consumer Behaviour 3.17 D102 11:00- 7-Jun 410 the Diversity and Strength of Fan-Idol 12:30 Relationships in the Field of Music Derbaix Christian Predicting Aad from affective reactions: SIG 22.05 D301 14:00- 6-Jun 106 Psychophysiological evidence from an 15:30 advertising experiment Derfuss Klaus Does the Service-Profit Chain Hold True? Services Marketing 18.08 D203 16:00- 6-Jun 366 A Meta-Analysis 17:30 Deschenes Jonathan Dropping out of School: A Consumers’ Consumer Behaviour 3.05 D103 16:00- 5-Jun 230 Tale of (In)stability 17:30 Desrochers Debra M. “My Friend Bud”: Exploring Alcohol New Technologies and 12.06 D504 14:00- 6-Jun 333 Promotion Across Social Media E-Marketing 15:30 Dewsnap Belinda Measuring Social Identity in Sales Management and 17.02 D404 14:00- 6-Jun 337 Interfunctional Research in Marketing Personal Selling 15:30 Dewsnap Belinda Student Morningness-Eveningness Type Marketing Education 21.01 D403 09:00- 7-Jun 403 and Performance: Does Class Timing 10:30 Matter? Di Benedetto C. Anthony Effects of Environmental Turbulence on Innovation and New 4.01 D302 09:00- 5-Jun 153 Knowledge Redundancy and Market Product Development 10:30 Information Processes Di Benedetto C. Anthony Social Network Analysis for Marketing KSMS-GAMMA 23.04 D401 16:00- 5-Jun 135 Journals 17:30 Diallo Mbaye Fall How Can Social Networks Systems Be Social Responsibility, 19.02 D503 11:00- 5-Jun 194 an M-Commerce Strategic Weapon? Ethics and Consumer 12:30 Privacy Concerns Based on Consumer Protection Satisfaction Diamantopoulos Adamantios Consumer Responses to ‘global’ International and Cross- 5.06 D202 11:00- 6-Jun 301 and ‘local’ Brand Designations: An Cultural Marketing 12:30 Experimental Investigation Dias José A. “Villains or Heroes”: An Experimental Advertising, Promotion 1.01 D201 09:00- 5-Jun 144 Study of Product Placement with and Marketing 10:30 Negative and Positive Television Communications Characters Dias José G. “Villains or Heroes”: An Experimental Advertising, Promotion 1.01 D201 09:00- 5-Jun 144 Study of Product Placement with and Marketing 10:30 Negative and Positive Television Communications Characters Dias Alvaro A Measure of Market Sensing Marketing Strategy and 9.01 D402 09:00- 6-Jun 273 Capabilities Leadership 10:30 Diaz Ruiz Carlos Adrian The Articulation of Value at a Market Consumer Behaviour 3.19 D103 15:00- 7-Jun 438 Level 16:30 Díaz-Villavicencio Guillermo Market Orientation and Innovation Marketing Strategy and 9.05 D402 15:00- 7-Jun 445 Initiatives in SMEs Leadership 16:30 EMAC Conference

nd Dickert Stephan Explaining the Processes Behind Marketing of Public and 7.02 D305 11:00- 6-Jun 305

42 Identifiability and Magnitude Effects on Non-Profit Organisations 12:30 Charitable Giving 504 Last Name First Name Paper Title Track Session Room Time Date Page Didonet Simone Regina Market Orientation and Innovation Marketing Strategy and 9.05 D402 15:00- 7-Jun 445 Initiatives in SMEs Leadership 16:30 Diehl Sandra Who Gains, Who Loses? Recall and New Technologies and 12.06 D504 14:00- 6-Jun 333 Recognition of Brand Placements in 2D, E-Marketing 15:30 3D and 4D Movies Dimitriadis Sergios The Role of Store Characteristics into Relationship Marketing 15.02 D505 16:00- 5-Jun 245 Building the Relationship with the Brand 17:30 Diren Mine Utilitarian and Hedonic Value as Drivers New Technologies and 12.07 D504 16:00- 6-Jun 359 of Online Consumer Intentions: A Cross- E-Marketing 17:30 Culture Study Doña Toledo Luis The Role of Involvement in Graduates’ Marketing Education 21.02 D403 15:00- 7-Jun 459 Image of the University 16:30 Doucé Lieve Tasting the Smell: Scent Experts’ and Consumer Behaviour 3.11 D102 14:00- 6-Jun 322 Laymen’s Evaluation of Product (In) 15:30 congruity Dölarslan Emre Şahin The Impact of Political Animosity on Consumer Behaviour 3.07 D102 09:00- 6-Jun 264 Consumers’ Willingness to Buy Foreign 10:30 Products Dörnyei Krisztina The Analysis of the Burnout Syndrom Sales Management and 17.04 D404 11:00- 7-Jun 427 Among Hungarian Salespeople Personal Selling 12:30 Dreisbach Jan How Sponsorship Affects Brand Attitude: Advertising, Promotion 1.05 D201 14:00- 5-Jun 198 The Role of Sponsor Partnership and Marketing 15:30 Characteristics Communications Dreze Xavier The Effect of Critical Evaluation on SIG 22.02 D301 11:00- 5-Jun 95 Aesthetic Innovation: Debunking the 12:30 Myth of Designer as Dictator Droulers Olivier Predicting Aad from affective reactions: SIG 22.05 D301 14:00- 6-Jun 106 Psychophysiological evidence from an 15:30 advertising experiment Ducarroz Caroline Customer Segmentation Based on a Retailing, Channel 16.03 D404 14:00- 5-Jun 216 Collaborative Recommendation System: Management and 15:30 Application to a Mass Retail Company Logistics Duman Kurt Sumeyra Purchasing Behavior of Islamic Brands: Product and Brand 14.10 D101 11:00- 7-Jun 424 An Experimental Research Management 12:30 Duus Rikke Immaterial Labour on Facebook: Consumer Behaviour 3.19 D103 15:00- 7-Jun 437 Exploring Consumers’ Expressions of 16:30 Production Activities Ebbers Joris The Effects of Credibility and Salience Consumer Behaviour 3.20 D102 15:00- 7-Jun 440 of Signals on Economic Performance: A 16:30 Study of Corporate Art Collectors Eggert Andreas Creating Emotional Brand Attachment Sales Management and 17.01 D404 11:00- 6-Jun 312 through the Salesperson’s Brand- Personal Selling 12:30 Consistent Behavior Eggert Andreas Increasing Customers’ Willingness to Pay Business-to-Business 2.08 D303 16:00- 6-Jun 347 for Hybrid offerings: The Impact of Price Marketing & Networks 17:30 Presentation Formats El Kihal Siham Profit Maximizing Contract Plans Modelling and 11.01 D501 09:00- 6-Jun 275 Forecasting 10:30 El Kihal Siham Retailer Return Management: Relationship Marketing 15.05 D505 15:00- 7-Jun 454 Combining Product and Customer 16:30 Information to Maximize Profit Elbedweihy Alaa The Missing Link between Self- Relationship Marketing 15.02 D505 16:00- 5-Jun 245 Definitional Principles and Resilience 17:30 to Negative Information: The Role of Consumer-Brand Identification Elfgen Eva Much Ado About Nothing? – Negative Product and Brand 14.09 D101 09:00- 7-Jun 392 EMAC Conference

Spillover Effects and Management Management 10:30 nd

Reactions to Negative Brand Publicity in 42 Different Scenarios of Brand Linkage 505 Last Name First Name Paper Title Track Session Room Time Date Page Eller Tönnjes Does the Service-Profit Chain Hold True? Services Marketing 18.08 D203 16:00- 6-Jun 366 A Meta-Analysis 17:30 El-Murad Jaafar The Effects of Media Exposure on the Advertising, Promotion 1.08 D201 11:00- 6-Jun 290 Levels of Body Dissatisfaction and and Marketing 12:30 Muscle Dysmorphia in Men Communications Elsen Millie A(void) T(his) M(oney): Redesigning Marketing of Public and 7.05 D305 09:00- 7-Jun 384 ATMs to Reduce Cash Use Non-Profit Organisations 10:30 Elsharnouby Mohamed The Missing Link between Self- Relationship Marketing 15.02 D505 16:00- 5-Jun 245 Definitional Principles and Resilience 17:30 to Negative Information: The Role of Consumer-Brand Identification Elshiewy Ossama The Impact of Nutrition Labeling on the Social Responsibility, 19.03 D503 14:00- 5-Jun 221 Purchased Amount of Sugar in Sweet Ethics and Consumer 15:30 Food Products Protection Emmanouilides Christos Consumer Ethnocentrism: Too Finicky? International and Cross- 5.07 D202 14:00- 6-Jun 326 Cultural Marketing 15:30 Emontspool Julie Affiliating with Japanese Culture Consumer Behaviour 3.07 D102 09:00- 6-Jun 264 Through American Brands: Assertions of 10:30 Multicultural Identity Through Discursive Reconfigurations of Brand Origin Endo Seiji Product and Ingredient Branding in a Product and Brand 14.07 D101 14:00- 6-Jun 336 Mass Customization System Management 15:30 Eng Teck Yong Market Orientation, Interfirm Marketing Strategy and 9.05 D402 15:00- 7-Jun 445 Cooperation and Firm Performance: Leadership 16:30 An Examination of Mediation and Moderation Effects Engeler Isabelle Consumers’ Emotions about Getting a Services Marketing 18.11 D203 15:00- 7-Jun 455 Discount and Their Likelihood to Return 16:30 at Regular Prices Erfgen Carsten When Do B2C Services Benefit from Services Marketing 18.02 D203 11:00- 5-Jun 191 Ingredient Branding? An Empirical 12:30 Analysis of Success Drivers Erguncu Selin Exposure versus Engagement: How Modelling and 11.02 D501 11:00- 6-Jun 308 Social Media Use Drives Repurchase Forecasting 12:30 and E-Wom Ergüncü Selin Exploring Context Effects with Consumer SIS 1 24.01 D301 16:00- 5-Jun 117 Mindset Data across Cultures 17:30 Ermer Beatrice The Age of Atmosphere: Age-Specific Retailing, Channel 16.03 D404 14:00- 5-Jun 218 Visitor Expectations on Consumer Trade Management and 15:30 Show Atmosphere Logistics Evanschitzky Heiner Relationship Fading in Business-to- Services Marketing 18.05 D203 09:00- 6-Jun 287 Consumer Context 10:30 Fahim Arif How Can Private Labels Increase Their Consumer Behaviour 3.03 D103 11:00- 5-Jun 178 Value? – The Role of a Brand Name and 12:30 Packaging Design Falcão Araujo Clecio Other Customer Perception Scale Marketing in Emerging 6.01 D304 09:00- 6-Jun 270 Adaptation for the Brazilian Context and Transition 10:30 Economies Falkenreck Christine Do Customer Club Memberships Business-to-Business 2.04 D303 16:00- 5-Jun 227 Really Enhance Reputation, Customer Marketing & Networks 17:30 Satisfaction and Loyalty in B-to-B Relationships? Fandrich Thomas Apps appeal: Where in the world are SIS 1 24.01 D301 16:00- 5-Jun 118 consumers sensitive to price, ratings and 17:30 product characteristics? Fandrich Thomas Social Network Targeting with Revealed New Technologies and 12.13 D504 15:00- 7-Jun 447 EMAC Conference

nd Preferences - Is There Really Value in E-Marketing 16:30

42 Facebook’s User Profiles?

506 Last Name First Name Paper Title Track Session Room Time Date Page Fang Wan Self-Threat Based Marketing Consumer Behaviour 3.04 D103 5-Jun 14:00- 202 Communications Can Backfire: 15:30 Managing Defensive Responses Among High Self-Esteem Consumers Faraji-Rad Ali Women Seek More Variety When Closer Consumer Behaviour 3.18 D304 11:00- 7-Jun 411 to Ovulation 12:30 Farhangmehr Minoo The Impact of Alcohol Sponsorships Social Responsibility, 19.07 D503 14:00- 6-Jun 341 of University Events on Students’ Ethics and Consumer 15:30 Perceptions of the Events and Their Protection Attitudes towards Alcohol and Alcohol Consumption Behaviour Farrell Andrew Measuring Social Identity in Sales Management and 17.02 D404 14:00- 6-Jun 337 Interfunctional Research in Marketing Personal Selling 15:30 Farrell Andrew Relationship Fading in Business-to- Services Marketing 18.05 D203 09:00- 6-Jun 287 Consumer Context 10:30 Farrell Andrew Student Morningness-Eveningness Type Marketing Education 21.01 D403 09:00- 7-Jun 403 and Performance: Does Class Timing 10:30 Matter? Farrell Andrew We Want Drama! The Effect of Online Consumer Behaviour 3.03 D103 11:00- 5-Jun 179 Conflict on Social Capital in Online 12:30 Communities of Consumption Farrell Andrew What Does “good” Look Like? A Three Marketing Strategy and 9.01 D402 09:00- 6-Jun 272 Country Examination of Marketing Leadership 10:30 Practice. Fassnacht Martin Preserving Brand Luxury Online? An Product and Brand 14.05 D101 09:00- 6-Jun 282 Examination of Luxury Homepage Management 10:30 Design Fassnacht Martin The Stage is Yours – What Drives Product and Brand 14.06 D101 11:00- 6-Jun 311 Consumer Engagement on Facebook Management 12:30 Brand Pages? Faulkner Margaret The Value of Donating Money versus Marketing of Public and 7.03 D305 14:00- 6-Jun 330 Goods: Examining The Charity Brand Non-Profit Organisations 15:30 Equity of Individual Supporters Feiereisen Stephanie Once Upon a Time...The Power of Advertising, Promotion 1.02 D304 09:00- 5-Jun 146 Narrative over Metaphor for Services and Marketing 10:30 Advertising Communications Feng Tianjun Utilitarian and Hedonic Value as Drivers New Technologies and 12.07 D504 16:00- 6-Jun 359 of Online Consumer Intentions: A Cross- E-Marketing 17:30 Culture Study Fennis Bob M. Me, Myself and Ikea: Qualifying the Role Product and Brand 14.03 D101 14:00- 5-Jun 213 of Implicit Egotism in Brand Judgment Management 15:30 Ferlau Benjamin Marketing Managers’ Mental Marketing Strategy and 9.02 D402 11:00- 6-Jun 305 Representations of Leadership Leadership 12:30 Effectiveness: A Cross-Functional Perspective Fernandes Coelho Filipe Jorge Product Involvement, Price Perceptions, Product and Brand 14.06 D101 11:00- 6-Jun 309 and Brand Loyalty Management 12:30 Fernandez Susana Living and Loving the Employer Brand: Product and Brand 14.01 D101 09:00- 5-Jun 160 The Role of Employer Brand Experience Management 10:30 on Affective Commitment Fernández Estela Brand Experiential Value and Brand Product and Brand 14.04 D101 16:00- 5-Jun 242 Functional Value Effects: A Comparative Management 17:30 Study Fetscherin Marc Place Brand Personality: Development Tourism Marketing 20.02 D405 11:00- 5-Jun 195 and Validation of a Place Personality 12:30 Scale EMAC Conference

Figueiredo Bernardo Cosmopolitan Heartbeats: The Temporal Consumer Behaviour 3.07 D102 09:00- 6-Jun 265 nd

Structuration of Consumption in 10:30 42 Conditions of Global Mobility 507 Last Name First Name Paper Title Track Session Room Time Date Page Fischer Peter Mathias Higher, Faster, Further: The Effect of Marketing Strategy and 9.02 D402 11:00- 6-Jun 306 Regulatory Focus and Social Influence on Leadership 12:30 Overconfidence in Strategic Marketing Decisions Fischer Andreas Multistage Marketing in Downstream Business-to-Business 2.01 D303 09:00- 5-Jun 147 Supply Chains - Antecedents and Marketing & Networks 10:30 Impacts Fischer Arnout R. H. Show Me How to Achieve My Goals: Consumer Behaviour 3.04 D103 14:00- 5-Jun 201 The Effect of Regulatory Focus on the 15:30 Influence of Social Norms Fischer Marc The Employer Brand Value Chain - How Product and Brand 14.08 D101 16:00- 6-Jun 365 an Employer Brand Impacts Financial Management 17:30 Value Fischer Georg The Use of Images in Informational New Technologies and 12.05 D504 09:00- 6-Jun 278 Websites: Effects on Trust, Browsing E-Marketing 10:30 Behavior, and Memory Fitzsimons Gavan J. How Accidents Can Be Good for the Product and Brand 14.09 D101 09:00- 7-Jun 392 Brand: The Role of Accident-Brand Management 10:30 Stereotype Match and Self-Brand Congruity in User Accidents Flåten Bjørn-Tore Brand Connections in Children’s Self and Consumer Behaviour 3.05 D103 16:00- 5-Jun 230 Peer Descriptions: Findings from Norway 17:30 Flavián Blanco Carlos The Concept of Place Identity and Marketing of Public and 7.05 D305 09:00- 7-Jun 383 Its Role on the Adoption of a Citizen Non-Profit Organisations 10:30 Smart Card Flavian-Blanco Carlos What Does the Consumer Bring to the Consumer Behaviour 3.03 D103 11:00- 5-Jun 177 Store? Exploring the Online-offline 12:30 Search Experience Floh Arne Analysing The Negativity Effect of Online Consumer Behaviour 3.12 D103 16:00- 6-Jun 349 Reviews 17:30 Fotiadis Thomas A. Organizational Capabilities Drivers and International and Cross- 5.08 D202 16:00- 6-Jun 355 Financial Performance Implications of Cultural Marketing 17:30 Green Competitive Advantage in Global Hotel Chains Fouss François Customer Segmentation Based on a Retailing, Channel 16.03 D404 14:00- 5-Jun 216 Collaborative Recommendation System: Management and 15:30 Application to a Mass Retail Company Logistics Fox Craig L. Behavioral Science in Policy and Practice SIS 2 24.02 D301 16:00- 6-Jun 119 17:30 Francisco- Eliane Cristine Effects of Brand Identification in Relationship Marketing 15.02 D505 16:00- 5-Jun 245 Maffezzolli Consumer-Brand Relationships 17:30 Frese Tobias Effectual vs. Predictive Decision Logics: Innovation and New 4.09 D302 09:00- 7-Jun 380 Antecedents and Impact on Product and Product Development 10:30 Business Model Innovation Frey Jana Dealing With Feeling – Emotions Business-to-Business 2.03 D303 14:00- 5-Jun 200 in E-Negotiations and Face-To-Face Marketing & Networks 15:30 Negotiations Frías Jamilena Dolores María The Effects of the Location, Internal Tourism Marketing 20.06 D405 09:00- 7-Jun 402 Resources and Characteristics of a 10:30 Tourism Firm on Room Rates: An Application for the Spanish Rural Tourism Sector Friedman Mike An Initial Step Towards Product and Brand 14.04 D101 16:00- 5-Jun 243 Conceptualization and Measurement of Management 17:30 Brand Nostalgia Friedman Mike Order and Quality Effects in Marketing Research and 8.03 D501 11:00- 7-Jun 416 EMAC Conference

nd Sequential Monadic Concept Testing: Research Methodology 12:30

42 Methodological Details Matter in Concept Testing Practice 508 Last Name First Name Paper Title Track Session Room Time Date Page Fritz Kristine What Makes a Brand Authentic and Product and Brand 14.11 D101 15:00- 7-Jun 451 Why Should We Care? Investigating the Management 16:30 Antecedents and Consequences of Brand Authenticity Fuches Christoph Why Consumers Prefer Products of User- SIG 22.02 D301 11:00- 5-Jun 96 Driven Firms: A Social Identity Account 12:30 Fueller Johann Crowdsourcing Social Innovation Innovation and New 4.06 D302 11:00- 6-Jun 298 Product Development 12:30 Furchheim Pia When Materialistic and Sustainable Consumer Behaviour 3.06 D103 09:00- 6-Jun 262 Values Collide: Strategies to Cope 10:30 Füller Johann Switching Experience, Customer Business-to-Business 2.04 D303 16:00- 5-Jun 228 Satisfaction, and Switching Costs in B2B Marketing & Networks 17:30 Telecommunication Services Füller Johann Virtual Co-Creation from a Stakeholder Innovation and New 4.05 D302 09:00- 6-Jun 265 Network Perspective Product Development 10:30 Fürst Andreas On the Centralization of Marketing Mix International and Cross- 5.02 D202 11:00- 5-Jun 182 Decisions in International Subsidiaries: Cultural Marketing 12:30 How Does It Affect Performance? Gabrielli Veronica Brand Awareness or Brand Credibility? Social Responsibility, 19.04 D503 16:00- 5-Jun 251 This Is the Matter in a Co-Branded Cause Ethics and Consumer 17:30 Related Marketing Program Protection Galan Jean-Philippe A Theoretical Extension of the New Technologies and 12.03 D504 14:00- 5-Jun 209 Technology Acceptance Model (TAM) to E-Marketing 15:30 Explain the Adoption and the Usage of New Digital Services Galan-Ladero M. Mercedes Corporate Social Responsibility and Social Responsibility, 19.01 D503 09:00- 5-Jun 168 the Tourism Sector: Opportunities for Ethics and Consumer 10:30 Regional Development Protection Galan-Ladero Mercedes The Role of Corporate Social Social Responsibility, 19.10 D503 11:00- 7-Jun 431 Responsibility in Consumer Evaluation Ethics and Consumer 12:30 of Cobrands Protection Gallardo-Vazquez Dolores Corporate Social Responsibility and Social Responsibility, 19.01 D503 09:00- 5-Jun 168 the Tourism Sector: Opportunities for Ethics and Consumer 10:30 Regional Development Protection Gallopel-Morvan Karine Young Adult Smokers’ Perceptions of Social Responsibility, 19.03 D503 14:00- 5-Jun 222 Pictorial Health Warnings on Cigarette Ethics and Consumer 15:30 Packaging in the UK: Lessons for Protection Warning Design Galvagno Marco The Rise and Development of Co- Marketing Theory 10.03 D501 14:00- 6-Jun 331 Creation Theory: The Role of Influential 15:30 Publications Gao Yuhui An Investigation of The Role of Marketing in Emerging 6.03 D304 14:00- 6-Jun 328 Managers’ Personal Values in Creating A and Transition 15:30 Market Orientation: Evidence From Brazil Economies Gao Ting Investigating Contribution of Ethical Social Responsibility, 19.05 D503 09:00- 6-Jun 288 Attributes to Product Evaluations Ethics and Consumer 10:30 Protection Garaus Marion Consumer In-Store Responses to Retail Retailing, Channel 16.01 D404 09:00- 5-Jun 163 Shopper Confusion Management and 10:30 Logistics Garaus Marion Retail Shopper Confusion: Marketing Theory 10.04 D501 09:00- 7-Jun 387 Conceptualization, Scale Development, 10:30 Nomological Validation Garaus Marion The Joint-Effect of Sponsorship and Advertising, Promotion 1.11 D201 11:00- 7-Jun 407 Print Advertising on Brand Image in and Marketing 12:30 Integrated Marketing Communication Communications EMAC Conference

Strategies nd 42

509 Last Name First Name Paper Title Track Session Room Time Date Page Garcia Rosanna Innovation As An Outcome Of A Innovation and New 4.02 D302 11:00- 5-Jun 181 Sustainability Orientation Product Development 12:30 García Nuria How to Improve the Cost-Effectiveness Marketing of Public and 7.04 D305 16:00- 6-Jun 357 of Nonprofit Organizations: The Effect Non-Profit Organisations 17:30 of Human Resources, Information Technology, and Communication Strategies Garnefeld Ina Creating Emotional Brand Attachment Sales Management and 17.01 D404 11:00- 6-Jun 312 through the Salesperson’s Brand- Personal Selling 12:30 Consistent Behavior Garnefeld Ina How to Prolong a Sales Promotion – Ex- Advertising, Promotion 1.10 D201 09:00- 7-Jun 373 Post Time Extension versus Reframing and Marketing 10:30 Communications Garnefeld Ina Threat and Normative Appeals to Reduce Retailing, Channel 16.02 D404 11:00- 5-Jun 190 Product Returns in Online Retailing – An Management and 12:30 Effective Marketing Practice? Logistics Garrett Tony The B2B Brand and BuyerRelationship KSMS-GAMMA 23.03 D401 14:00- 5-Jun 128 Intention 15:30 Gaspar Ferreira Alcina Teresa Product Involvement, Price Perceptions, Product and Brand 14.06 D101 11:00- 6-Jun 309 and Brand Loyalty Management 12:30 Gatignon Hubert Explaining Cross-Country Differences in Innovation and New 4.08 D302 16:00- 6-Jun 353 The Effects of R&D Expenditures on Risk Product Development 17:30 and Stock Returns Gaustad Tarje How Accidents Can Be Good for the Product and Brand 14.09 D101 09:00- 7-Jun 392 Brand: The Role of Accident-Brand Management 10:30 Stereotype Match and Self-Brand Congruity in User Accidents Gavilan Diana Living and Loving the Employer Brand: Product and Brand 14.01 D101 09:00- 5-Jun 160 The Role of Employer Brand Experience Management 10:30 on Affective Commitment Gavilanes Jose Manuel Does Facebook Effectively Foster New Advertising, Promotion 1.06 D201 16:00- 5-Jun 226 Customer Acquisition or Is It Rather a and Marketing 17:30 Customer Retention Tool (or Both)? Communications Gázquez-Abad Juan Carlos A Subset Statistical Design Approach to Marketing Research and 8.04 D501 15:00- 7-Jun 443 Improve the Performance of Conjoint Research Methodology 16:30 Analysis in Marketing Research Geersbro Jens Driving Firm Performance Business-to-Business 2.02 D303 11:00- 5-Jun 175 Through Commercial Capability: Marketing & Networks 12:30 Conceptualization, Measurement and Impact on Firm Success Geersbro Jens Launching a Market Innovation in a Business-to-Business 2.06 D303 11:00- 6-Jun 292 Business Market Marketing & Networks 12:30 Geigenmueller Anja How Social Capital Elicits Member Relationship Marketing 15.05 D505 15:00- 7-Jun 453 Citizenship Behaviors – A Structural 16:30 Equation Model Geigenmueller Anja Successful Interorganizational Exchange: Relationship Marketing 15.05 D505 15:00- 7-Jun 453 Exploring the Role of Employee 16:30 Characteristics in Technology Transfer Geigenmüller Anja A Configurational Analysis of Alliance Business-to-Business 2.02 D303 11:00- 5-Jun 176 Management Capabilities in Technology Marketing & Networks 12:30 Transfer Geiger Ingmar Does Multi-Stage Marketing Pay? Business-to-Business 2.01 D303 09:00- 5-Jun 148 Marketing & Networks 10:31 Geiger Ingmar Effectual vs. Predictive Decision Logics: Innovation and New 4.09 D302 09:00- 7-Jun 380 Antecedents and Impact on Product and Product Development 10:30 Business Model Innovation EMAC Conference

nd Geiger Ingmar How Do Market Research Departments Marketing Strategy and 9.04 D402 11:00- 7-Jun 417

42 Influence the Use of Market Research Leadership 12:30 Information? 510 Last Name First Name Paper Title Track Session Room Time Date Page Geiger Ingmar Issue Management and Agenda Business-to-Business 2.03 D303 14:00- 5-Jun 199 Setting in Business-to-Business Sales Marketing & Networks 15:30 Negotiations Gelderman Kees The Role of Situational Anxiety and Consumer Behaviour 3.18 D304 11:00- 7-Jun 412 Waiting Time Satisfaction in Three Multi- 12:30 Stage Service Settings Gemser Gerda Mental Model Differences between Innovation and New 4.01 D302 09:00- 5-Jun 154 External Designers and Their Clients: The Product Development 10:30 Influence on Project Exploration, Project Exploitation and Project Performance Gensler Sonja Take It or Leave It: The Effect of User SIG 22.01 D301 09:00- 5-Jun 92 Generated Content on Product Returns 10:30 Gentina Elodie Sharing From Social Comparison Theory International and Cross- 5.08 D202 16:00- 6-Jun 356 Perspective: A Cross-Cultural Study Cultural Marketing 17:30 of French and Japanese Adolescent Daughters’ Mothers Germelmann Claas Christian Why Students Identify with Their Marketing of Public and 7.05 D305 09:00- 7-Jun 383 University: A "Students as Active Non-Profit Organisations 10:30 Participants" Paradigm Perspective Geuens Maggie “When Being Sure That You Are Unsure Consumer Behaviour 3.15 D102 09:00- 7-Jun 378 Predicts Behavior” - Some Ambivalent 10:30 Attitudes Are More Predictive of Behavior than Others Ghijsen Paul The Role of Situational Anxiety and Consumer Behaviour 3.18 D304 11:00- 7-Jun 412 Waiting Time Satisfaction in Three Multi- 12:30 Stage Service Settings Giannopoulos Antonios Matching Tourism Type and Destination Tourism Marketing 20.02 D405 11:00- 5-Jun 196 Image Perceptions in a Country Context 12:30 Gibbert Michael “I Designed It Myself – Just for You”: Consumer Behaviour 3.01 D103 09:00- 5-Jun 150 Effects of Gift-Personalization on Giver 10:30 and Recipient, and the Role of Product Involvement, Self-Construal, and Gender Gicquel Yohan Seduction of Deviance: An Overview Consumer Behaviour 3.02 D102 09:00- 5-Jun 151 10:30 Gidhagen Mikael Resuming Terminated Relationships: The Business-to-Business 2.06 D303 11:00- 6-Jun 293 Impact of Relationship Remains Marketing & Networks 12:30 Gierl Heribert Are Price Lotteries or Price Discounts Pricing and Financial 13.03 D403 09:00- 6-Jun 279 More Effective in Influencing Customer Issues in Marketing 10:30 Choice? Gijsbrechts Els Price War Journalism: Oil on the Pricing and Financial 13.04 D403 16:00- 6-Jun 362 Fire? How Media Coverage Impacts Issues in Marketing 17:30 Consumers and Investors Gilly Mary Utilitarian and Hedonic Value as Drivers New Technologies and 12.07 D504 16:00- 6-Jun 359 of Online Consumer Intentions: A Cross- E-Marketing 17:30 Culture Study Giraldi Angelo Why Do Consumers Not Buy? The Role International and Cross- 5.07 D202 14:00- 6-Jun 325 of Consumer Animosity Among Italian Cultural Marketing 15:30 Individuals Girardin Florent Segmenting the Market for Sharing Consumer Behaviour 3.08 D103 11:00- 6-Jun 294 Businesses 12:30 Giraud Magali A Theoretical Extension of the New Technologies and 12.03 D504 14:00- 5-Jun 209 Technology Acceptance Model (TAM) to E-Marketing 15:30 Explain the Adoption and the Usage of New Digital Services Gistri Giacomo The Effects of Luxury Conceptualization Consumer Behaviour 3.02 D102 09:00- 5-Jun 152 on Counterfeit Possession: An Empirical 10:30 EMAC Conference

Exploration with Consumers nd

Glaveanu Vlad The Role of Consumer Creativity in the Marketing Theory 10.03 D501 14:00- 6-Jun 331 42 Value Creation Process: A Conceptual 15:30 Framework 511 Last Name First Name Paper Title Track Session Room Time Date Page Golden Linda Are Respondents Paying Attention? Marketing Research and 8.02 D501 11:00- 5-Jun 183 Modeling and Benchmarking Online Research Methodology 12:30 Respondent Data Quality Gonzalez Tomas Do Marketing Capabilities Impact on Marketing Strategy and 9.01 D402 09:00- 6-Jun 274 Service Innovation and Performance? Leadership 10:30 Goos Peter A Mixture-Amount Model for Media Mix Modelling and 11.01 D501 09:00- 6-Jun 275 Investment Optimization Forecasting 10:30 Gornickel Nicole Who Says What to Whom in Facebook New Technologies and 12.09 D504 09:00- 7-Jun 389 with What Effect? Investigating E-Marketing 10:30 Electronic Word of Mouth Communication with the Lasswell Formula Gorton Matthew An Enemy by Association: Sponsorship Advertising, Promotion 1.05 D201 14:00- 5-Jun 197 Responses by Fans of a Rival Soccer Team and Marketing 15:30 Communications Gottschalk Sabrina The Impact of Word-of-Mouth on Service Services Marketing 18.03 D203 14:00- 5-Jun 220 Failure Reactions 15:30 Gounaris Spiros Organizational Practices Reducing the Services Marketing 18.04 D203 16:00- 5-Jun 249 Negative Impact of Customer Non- 17:30 Compliance: An Empirical Study Gounaris Spiros The Impact of Servicescapes on Services Marketing 18.07 D203 14:00- 6-Jun 340 Employees and its Subsequent Effects 15:30 on Customers’ Perceptions: A Multilevel Study Gounaris Spiros The Role of Top Management in Key Business-to-Business 2.07 D303 14:00- 6-Jun 317 Account Management Effectiveness – Marketing & Networks 15:30 An Empirical Study Göğüş Celile Itır Decision Making in Revenue Pricing and Financial 13.01 D403 14:00- 5-Jun 211 Management: An Experimental Study Issues in Marketing 15:30 Grabner-Kräuter Sonja Efficacy of Online Reviews: The Impact New Technologies and 12.10 D502 09:00- 7-Jun 390 of Review Style and Reader-Writer E-Marketing 10:30 Similarity Grabner-Kräuter Sonja Understanding Online Customer New Technologies and 12.08 D502 16:00- 6-Jun 361 Engagement Behavior: The Facebook E-Marketing 17:30 Perspective Greuling Kathrin Rumor Has It: An Analysis of Rumors in Advertising, Promotion 1.09 D201 16:00- 6-Jun 344 the Context of Product Introductions and Marketing 17:30 Communications Grewal Dhruv Boosting or Attenuating? The Llinguistic SIG 22.01 D301 09:00- 5-Jun 93 Features of Sentiment Strength in User 10:30 Generated Content Griffin Jill Accentuating the Forest Instead of the Innovation and New 4.10 D302 11:00- 7-Jun 414 Trees: Induced Global Processing in Mass Product Development 12:30 Customization Systems Grimm Philipp A Configurational Analysis of Alliance Business-to-Business 2.02 D303 11:00- 5-Jun 176 Management Capabilities in Technology Marketing & Networks 12:30 Transfer Grinstein Amir Local or Global Warming? Cosmopolitan International and Cross- 5.06 D202 11:00- 6-Jun 300 Orientation and Environmental Behavior Cultural Marketing 12:30 Gritzali Alkmini A Recipe for Value: Creative Consumer Consumer Behaviour 3.01 D103 09:00- 5-Jun 150 Conversations 10:30 Groeppel-Klein Andrea Clustered or Dispersed: How Should Retailing, Channel 16.01 D404 09:00- 5-Jun 164 Conventional Retailers Arrange Organic Management and 10:30 Food Products? Logistics Groeppel-Klein Andrea The Social Context of Fakes: How Product and Brand 14.05 D101 09:00- 6-Jun 281 Do the Owners of Genuine Luxury Management 10:30 EMAC Conference

nd Goods Perceive the Proliferation of

42 Counterfeits?

512 Last Name First Name Paper Title Track Session Room Time Date Page Grohmann Bianca Different Shades of Fit: When Surprising Social Responsibility, 19.01 D503 09:00- 5-Jun 168 Corporate Social Responsibility Improves Ethics and Consumer 10:30 Consumer Evaluations Protection Grohmann Bianca Investigating Contribution of Ethical Social Responsibility, 19.05 D503 09:00- 6-Jun 288 Attributes to Product Evaluations Ethics and Consumer 10:30 Protection Grohs Reinhard Consumer Attitudes toward Sponsors vs. Advertising, Promotion 1.05 D201 14:00- 5-Jun 198 Ambushers and Marketing 15:30 Communications Grohs Reinhard The Use of Images in Informational New Technologies and 12.05 D504 09:00- 6-Jun 278 Websites: Effects on Trust, Browsing E-Marketing 10:30 Behavior, and Memory Grønhaug Kjell The Effect of Unethical and Ethical Social Responsibility, 19.05 D503 09:00- 6-Jun 289 Corporate Behaviours on Consumer Ethics and Consumer 10:30 Decision to Support Social Cause Protection Organizations: The Role of Moral Emotions and Individual Differences Groppel-Klein Andrea Relevance of Electrodermal Reaction SIG 22.05 D301 14:00- 6-Jun 105 Measurement (EDR) in Marketing 15:30 Grosso Monica Private Labels Brand Equity Process: Is It Retailing, Channel 16.02 D404 11:00- 5-Jun 189 Different From Brands’? Management and 12:30 Logistics Gruber Kathrin Graphical Markov Models as an Modelling and 11.02 D501 11:00- 6-Jun 308 Alternative to SEM Forecasting 12:30 Gruber Verena Social and Environmental Dimensions International and Cross- 5.01 D202 09:00- 5-Jun 156 of COO Image Cultural Marketing 10:30 Guenzi Paolo The Capabilities and Performance of Sales Management and 17.03 D404 09:00- 7-Jun 396 Ambidextrous Sales Organizations Personal Selling 10:30 Guenzi Paolo The Influence of Sales Force Control Sales Management and 17.03 D404 09:00- 7-Jun 397 Systems on Salespeople's Customer- Personal Selling 10:30 Oriented Selling, Adaptive Selling and Sales Unit Effectiveness Guercini Simone Buyer-Seller Interactions in Facility Business-to-Business 2.07 D303 14:00- 6-Jun 318 Services: Purchasing Models and Marketing & Networks 15:30 Emerging Paradoxes Guest Duncan “I Designed It Myself – Just for You”: Consumer Behaviour 3.01 D103 09:00- 5-Jun 150 Effects of Gift-Personalization on Giver 10:30 and Recipient, and the Role of Product Involvement, Self-Construal, and Gender Guiot Denis How Can Retailers Reduce Perceived Consumer Behaviour 3.03 D103 11:00- 5-Jun 178 Risk for Second-Hand Online Shopping? 12:30 Exploratory Analysis and Suggestion of a New Theoretical Framework Gunnarsson Didrik Healthy Food Products at the Point of Consumer Behaviour 3.09 D102 11:00- 6-Jun 296 Purchase: An In-Store Experimental 12:30 Analysis Gurrea-Sarasa Raquel What Does the Consumer Bring to the Consumer Behaviour 3.03 D103 11:00- 5-Jun 177 Store? Exploring the Online-offline 12:30 Search Experience Gurviez Patricia Fair Trade as a Social Innovation: New Marketing of Public and 7.04 D305 16:00- 6-Jun 358 Insights Based on Appropriation and Non-Profit Organisations 17:30 Social Identity Theory Gürhan-Canlı Zeynep Fear Not, for You Can Help! The Effect Consumer Behaviour 3.10 D103 14:00- 6-Jun 320 of Fear of Failure and Self-Construal on 15:30 Charitable Giving Haelsig Frank Building a Strong Retail Brand: A Retailing, Channel 16.03 D404 14:00- 5-Jun 217 EMAC Conference

Comparative Analysis of Non-Food- Management and 15:30 nd

Retail Sectors Logistics 42

513 Last Name First Name Paper Title Track Session Room Time Date Page Haenraets Ulya Adolescence and the Theory of Planned Consumer Behaviour 3.05 D103 16:00- 5-Jun 231 Behaviour – Results of a Meta-Analysis 17:30 Hahn Alexander Multi-Stage Marketing: How Does It Business-to-Business 2.01 D303 09:00- 5-Jun 147 Affect Relationship Quality between a Marketing & Networks 10:30 B2B Supplier and Its Direct Customers? Halaszovich Tilo A Cross-National Comparison of the New Technologies and 12.11 D504 11:00- 7-Jun 419 Formation of Behavioural Intention to E-Marketing 12:30 Like A Brand'S Facebook Fan Page: South Africa vs. Germany Halbheer Daniel Self-Serving Behavior in Price-Quality Pricing and Financial 13.01 D403 14:00- 5-Jun 211 Competition Issues in Marketing 15:30 Halinen Aino Once Again I Gained So Much - Sales Management and 17.01 D404 11:00- 6-Jun 311 Understanding the Value of B-to-B Sales Personal Selling 12:30 Interactions Halkias Georgios Weak vs. Strong Brand Schemata and Advertising, Promotion 1.01 D201 09:00- 5-Jun 143 The Rewarding Nature of Incongruity and Marketing 10:30 Resolution in Advertising Communications Halkoaho Jenniina The Drivers of Symbolic Consumption Marketing Theory 10.04 D501 09:00- 7-Jun 386 10:30 Hamilton Kathy Towards an Understanding of the Role Social Responsibility, 19.07 D503 14:00- 6-Jun 342 of Place Attachment in Developing Ethics and Consumer 15:30 Regulations on Curbing Smoking in Protection Private Shared Places Hammerschmidt Maik Strengthening Firm’s Societal Role – Social Responsibility, 19.06 D503 11:00- 6-Jun 315 How Compensation Strategies Help to Ethics and Consumer 12:30 React on Social Misconducts Protection Hammerschmidt Maik The Role of Self-determination in Social SIG 22.07 D301 11:00- 7-Jun 111 Media: Assessing its Drivers and its 12:30 Impact on Content Generation Hammes Eva Rumor Has It: An Analysis of Rumors in Advertising, Promotion 1.09 D201 16:00- 6-Jun 344 the Context of Product Introductions and Marketing 17:30 Communications Hart Susan Market Orientation, Interfirm Marketing Strategy and 9.05 D402 15:00- 7-Jun 445 Cooperation and Firm Performance: Leadership 16:30 An Examination of Mediation and Moderation Effects Hartnett Nicole Do Highly Emotive Commercials Drive Consumer Behaviour 3.20 D102 15:00- 7-Jun 439 Sales? A Single-Source Approach 16:30 Hassan Louise The Influence of Individual-Level International and Cross- 5.08 D202 16:00- 6-Jun 355 Cultural Values on Antecedents of Cultural Marketing 17:30 Perceived Value of A Social Marketing Website: A Multi-Country Analysis Hassan Louise Towards an Understanding of the Role Social Responsibility, 19.07 D503 14:00- 6-Jun 342 of Place Attachment in Developing Ethics and Consumer 15:30 Regulations on Curbing Smoking in Protection Private Shared Places Hastings Gerard Young Adult Smokers’ Perceptions of Social Responsibility, 19.03 D503 14:00- 5-Jun 222 Pictorial Health Warnings on Cigarette Ethics and Consumer 15:30 Packaging in the UK: Lessons for Protection Warning Design Hastreiter Silvana Looking for the Hierarchical Structure Marketing in Emerging 6.04 D304 09:00- 7-Jun 382 That Drives Brasilians’ Consumer and Transition 10:30 Decisions in Shopping Centers Economies Hattula Johannes How Does Marketing Department’s Marketing Theory 10.02 D501 16:00- 5-Jun 236 Influence Affect the Dissemination of 17:30 Market Intelligence Across the Firm? EMAC Conference

nd Evidence for an Inverted U-Shaped

42 Relationship

514 Last Name First Name Paper Title Track Session Room Time Date Page Häubl Gerald Development of a Two-Step New Technologies and 12.05 D504 09:00- 6-Jun 277 Customization Approach to Minimize E-Marketing 10:30 Consumers' Decision Complexity and Maximize Companies' Profitability – Evidence from Field and Lab Experiments Haugland Sven A. Network Position and Tourism Firms' Tourism Marketing 20.03 D405 14:00- 5-Jun 223 Co-Branding Practice 15:30 Hauser Mirjam Segmenting the Market for Sharing Consumer Behaviour 3.08 D103 11:00- 6-Jun 294 Businesses 12:30 Hautz Julia Virtual Co-Creation from a Stakeholder Innovation and New 4.05 D302 09:00- 6-Jun 265 Network Perspective Product Development 10:30 Havila Virpi Resuming Terminated Relationships: The Business-to-Business 2.06 D303 11:00- 6-Jun 293 Impact of Relationship Remains Marketing & Networks 12:30 Heath Timothy B. Unavailable Cake on the Menu: How Consumer Behaviour 3.13 D102 16:00- 6-Jun 352 Phantom Compromise Alternatives Alter 17:30 Indulgence Tendencies Hede Anne-Marie Myths, Heroes and Folklore: Craft Product and Brand 14.04 D101 16:00- 5-Jun 243 Breweries Delving into Place for Their Management 17:30 Brand Narratives Hedjasie Rebekka Why Should I Visit This Country? Country Tourism Marketing 20.02 D405 11:00- 5-Jun 196 Personality as Predictor of Visiting 12:30 Intentions and the Moderating Role of Perceived Country Dissimilarity Heilmann Tobias Place Brand Personality: Development Tourism Marketing 20.02 D405 11:00- 5-Jun 195 and Validation of a Place Personality 12:30 Scale Heinrich Daniel The Influence of Fair Trade Messages Consumer Behaviour 3.10 D103 14:00- 6-Jun 321 on Consumers’ Green Buying Behavior: 15:30 Perception of Price Fairness and Acceptance of Price Increases Heirati Nima New Product Success via Exploration and Innovation and New 4.01 D302 09:00- 5-Jun 153 Exploitation Across Multiple Levels and Product Development 10:30 Functional Areas Hekimoğlu Mert Hakan Decision Making in Revenue Pricing and Financial 13.01 D403 14:00- 5-Jun 211 Management: An Experimental Study Issues in Marketing 15:30 Hellwig Katharina Segmenting the Market for Sharing Consumer Behaviour 3.08 D103 11:00- 6-Jun 294 Businesses 12:30 Helme-Guizon Agnès From Consumer Engagement Behaviors New Technologies and 12.12 D502 11:00- 7-Jun 422 with the Brand on Facebook to Brand E-Marketing 12:30 Attachment Hemetsberger Andrea Brands As Action Nets Marketing Theory 10.01 D501 14:00- 5-Jun 207 15:30 Hemetsberger Andrea Understanding Processes of Multi- Product and Brand 14.08 D101 16:00- 6-Jun 364 Stakeholder Brand-Interessement Management 17:30 Hendaoui Feyrouz Why Do Consumers Resist to Modern Marketing in Emerging 6.04 D304 09:00- 7-Jun 381 Bentanfous Food Retailing in Emerging Countries? and Transition 10:30 The Case of Opposition to Hypermarkets Economies in Tunisia Henneberg Stephan Understanding; Organisational Business-to-Business 2.02 D303 11:00- 5-Jun 175 Networking Behaviours in the Context of Marketing & Networks 12:30 the UK Manufacturing Sector Hennig-Thurau Thorsten Consuming Media “Trash” - When “Bad” Consumer Behaviour 3.02 D102 09:00- 5-Jun 152 Can Be “Good” 10:30 Heo So Young Sustainable Luxury Brand Management KSMS-GAMMA 23.04 D401 16:00- 5-Jun 132 in Competitive Environment 17:30 Herbst Uta Dealing With Feeling – Emotions Business-to-Business 2.03 D303 14:00- 5-Jun 200 EMAC Conference

in E-Negotiations and Face-To-Face Marketing & Networks 15:30 nd

Negotiations 42

515 Last Name First Name Paper Title Track Session Room Time Date Page Herbst Uta Interaction Inside – A Comprehensive Business-to-Business 2.04 D303 16:00- 5-Jun 229 Analysis of the Antecedents of Industrial Marketing & Networks 17:30 Customer Satisfaction Herbst Uta Say What You Want – Applying the Marketing of Public and 7.02 D305 11:00- 6-Jun 304 Anchoring Technique to Major Gift Non-Profit Organisations 12:30 Fundraising Herédia Colaço Vera Because it Looks Right! The Influence Social Responsibility, 19.05 D503 09:00- 6-Jun 289 of Ethical Certification Marks on Ethics and Consumer 10:30 Consumers´ Evaluation of Product Protection Packages Herhausen Dennis New Product Creativity: Multi-Level Innovation and New 4.03 D302 14:00- 5-Jun 203 Meta-Analytic Insights and Empirical Product Development 15:30 Generalizations Herm Steffen Brand Identification by Product Design Product and Brand 14.03 D101 14:00- 5-Jun 212 in Different Evaluation Modes Management 15:30 Hermes Grillo Tito Luciano Other Customer Perception Scale Marketing in Emerging 6.01 D304 09:00- 6-Jun 270 Adaptation for the Brazilian Context and Transition 10:30 Economies Hernandez Asuncion Does Social Networking Really Impact New Technologies and 12.14 D502 15:00- 7-Jun 449 on Brands? E-Marketing 16:30 Hernández-Ortega Blanca The Influence of Interactive Technologies New Technologies and 12.02 D504 11:00- 5-Jun 185 on Consumer Behavior. IPTV Adoption as E-Marketing 12:30 an E-Commerce Platform Herold Kristiina Order Effects in Search and Choice Marketing Education 21.02 D403 15:00- 7-Jun 459 Phases: Information Gathered through 16:30 Different Word-of-Mouth Sources Herrmann Andreas “I Designed It Myself – Just for You”: Consumer Behaviour 3.01 D103 09:00- 5-Jun 150 Effects of Gift-Personalization on Giver 10:30 and Recipient, and the Role of Product Involvement, Self-Construal, and Gender Herrmann Andreas A Social Approach to Truth-Telling Marketing Research and 8.04 D501 15:00- 7-Jun 444 Research Methodology 16:30 Herrmann Andreas Accentuating the Forest Instead of the Innovation and New 4.10 D302 11:00- 7-Jun 414 Trees: Induced Global Processing in Mass Product Development 12:30 Customization Systems Herrmann Andreas Development of a Two-Step New Technologies and 12.05 D504 09:00- 6-Jun 277 Customization Approach to Minimize E-Marketing 10:30 Consumers' Decision Complexity and Maximize Companies' Profitability – Evidence from Field and Lab Experiments Herz Marc Country Image Effects of Mega-Events Tourism Marketing 20.03 D405 14:00- 5-Jun 223 in Emerging Tourist Destinations – The 15:30 2012 Eurovision Song Contest in Baku Heuvinck Nico “When Being Sure That You Are Unsure Consumer Behaviour 3.15 D102 09:00- 7-Jun 378 Predicts Behavior” - Some Ambivalent 10:30 Attitudes Are More Predictive of Behavior than Others Hibbert Sally Profiling the Travel Bloggers: An Tourism Marketing 20.05 D405 16:00- 6-Jun 370 Exploratory Study 17:30 Hidalgo-Alcazar Carmen How to Promote an Unknown Tourism Marketing 20.03 D405 14:00- 5-Jun 224 Destination 15:30 Hildebrand Christian A Social Approach to Truth-Telling Marketing Research and 8.04 D501 15:00- 7-Jun 444 Research Methodology 16:30 Hildebrand Christian Accentuating the Forest Instead of the Innovation and New 4.10 D302 11:00- 7-Jun 414 Trees: Induced Global Processing in Mass Product Development 12:30 Customization Systems EMAC Conference nd 42

516 Last Name First Name Paper Title Track Session Room Time Date Page Hildebrand Christian Development of a Two-Step New Technologies and 12.05 D504 09:00- 6-Jun 277 Customization Approach to Minimize E-Marketing 10:30 Consumers' Decision Complexity and Maximize Companies' Profitability – Evidence from Field and Lab Experiments Hildebrandt Lutz Uncovering the Drivers of the Negative Consumer Behaviour 3.11 D102 14:00- 6-Jun 322 Attraction Effect 15:30 Hirvonen Saku Adoption of Multiple Strategic Marketing Strategy and 9.05 D402 15:00- 7-Jun 446 Orientations in SMEs: An Explorative Leadership 16:30 Comparison Ho Han-Chiang The Influence of High-Technology and International and Cross- 5.04 D202 16:00- 5-Jun 235 Luxury Co-Branding Strategies on Cultural Marketing 17:30 Cross-Cultural Consumer Evaluation and Purchase Intention Hoefnagels Ankie The Effect of the Frontline Employee's International and Cross- 5.03 D202 14:00- 5-Jun 206 Intercultural Competence on the Cultural Marketing 15:30 Evaluations and Behavioural Outcomes of an Intercultural Service Encounters Hoek Janet Young Adult Smokers’ Perceptions of Social Responsibility, 19.03 D503 14:00- 5-Jun 222 Pictorial Health Warnings on Cigarette Ethics and Consumer 15:30 Packaging in the UK: Lessons for Protection Warning Design Hoekstra Janny C. Do Mystery Callers Really Represent Services Marketing 18.05 D203 09:00- 6-Jun 286 Customers? 10:30 Hofacker Charles F. By The Power of Social Media… I Consumer Behaviour 3.15 D102 09:00- 7-Jun 377 Have the Power! A Critical Review of 10:30 Consumer Empowerment in the Social Network Era Hoffmann Stefan Bridging the Attitude-Behavior Gap Consumer Behaviour 3.13 D102 16:00- 6-Jun 351 in Healthy Food Consumption: The 17:30 Moderating Role of Implicit Associations Hofmann Sebastian Do Prices Really Matter in the Formation Pricing and Financial 13.02 D403 16:00- 5-Jun 241 of Store Price Image? How Retailers May Issues in Marketing 17:30 Establish a Low Price Image Without Necessarily Changing Prices Hofstetter Reto A Social Approach to Truth-Telling Marketing Research and 8.04 D501 15:00- 7-Jun 444 Research Methodology 16:30 Hofstetter Reto Accentuating the Forest Instead of the Innovation and New 4.10 D302 11:00- 7-Jun 414 Trees: Induced Global Processing in Mass Product Development 12:30 Customization Systems Hogreve Jens Can I Get a Helping Hand? Maybe Not: Services Marketing 18.01 D203 09:00- 5-Jun 166 Understanding Co-Production in Service 10:30 Recovery Processes Hogreve Jens Does the Service-Profit Chain Hold True? Services Marketing 18.08 D203 16:00- 6-Jun 366 A Meta-Analysis 17:30 Hohenberger Christoph Why Should I Visit This Country? Country Tourism Marketing 20.02 D405 11:00- 5-Jun 196 Personality as Predictor of Visiting 12:30 Intentions and the Moderating Role of Perceived Country Dissimilarity Holden Jack Edward An Investigation of the Factors Innovation and New 4.07 D302 14:00- 6-Jun 324 Affecting Alternative Fuel Vehicle Product Development 15:30 Adoption Among European Consumers: A Hierarchical Bayes Choice-Based Conjoint Experiment Holmqvist Jonas The Articulation of Value at a Market Consumer Behaviour 3.19 D103 15:00- 7-Jun 438 Level 16:30 EMAC Conference

Holmqvist Jonas The Language Backfire Effect: Do Services Marketing 18.04 D203 16:00- 5-Jun 248 nd

Customers Always Prefer to be Served in 17:30 42 Their Strongest Language? 517 Last Name First Name Paper Title Track Session Room Time Date Page Homburg Christian How Sellers Can Be Ambitious in Price Business-to-Business 2.03 D303 14:00- 5-Jun 199 Negotiations without Harming the Marketing & Networks 15:30 Buyer-Seller Relationship Homburg Christian Multi-Stage Marketing: How Does It Business-to-Business 2.01 D303 09:00- 5-Jun 147 Affect Relationship Quality between a Marketing & Networks 10:30 B2B Supplier and Its Direct Customers? Homburg Christian On the Centralization of Marketing Mix International and Cross- 5.02 D202 11:00- 5-Jun 182 Decisions in International Subsidiaries: Cultural Marketing 12:30 How Does It Affect Performance? Hong Sarah Xiao Online Consumer Revenge: Forms & Social Responsibility, 19.09 D503 09:00- 7-Jun 400 Causes Ethics and Consumer 10:30 Protection Horbel Chris Online Brand Communities: Loyal to the Product and Brand 14.06 D101 11:00- 6-Jun 310 Community or the Brand? Management 12:30 Horbel Chris The Effects of Customer Satisfaction Product and Brand 14.03 D101 14:00- 5-Jun 213 and Consumer-Brand Identification Management 15:30 on Customer Loyalty Revisited: The Moderating Role of Market Uncertainty Horn Christian The Influence of Participation in Pricing and Financial 13.03 D403 09:00- 6-Jun 281 Prediction Markets on Price Sensitivity Issues in Marketing 10:30 – An Experimental Study on Sporting Goods Hortinha Paula CSR As a Catalyst of Exploratory Social Responsibility, 19.01 D503 09:00- 5-Jun 167 Innovation in High Technology Firms Ethics and Consumer 10:30 Protection Horvat Sandra Clustering Consumers of Private Labels Marketing in Emerging 6.04 D304 09:00- 7-Jun 381 in the Growth Stage of the Product and Transition 10:30 Life Cycle Economies Huang Hazel How Can Private Labels Increase Their Consumer Behaviour 3.03 D103 11:00- 5-Jun 178 Value? – The Role of a Brand Name and 12:30 Packaging Design Huber Joel A Social Approach to Truth-Telling Marketing Research and 8.04 D501 15:00- 7-Jun 444 Research Methodology 16:30 Huber Joel The Rocky but Rewarding Road of Cross- SIS 2 24.02 D301 16:00- 6-Jun 119 Disciplinary Research 17:30 Huertas-Garcia Ruben A Subset Statistical Design Approach to Marketing Research and 8.04 D501 15:00- 7-Jun 443 Improve the Performance of Conjoint Research Methodology 16:30 Analysis in Marketing Research Huettl Verena Are Price Lotteries or Price Discounts Pricing and Financial 13.03 D403 09:00- 6-Jun 279 More Effective in Influencing Customer Issues in Marketing 10:30 Choice? Hultink Erik Jan Mental Model Differences between Innovation and New 4.01 D302 09:00- 5-Jun 154 External Designers and Their Clients: The Product Development 10:30 Influence on Project Exploration, Project Exploitation and Project Performance Hultman Magnus Performance Consequences of Strategy SIG 22.06 D301 09:00- 7-Jun 110 Fit in International Marketing 10:30 Humphreys Ashlee Wine Worlds: A Cultural Approach of the SIG 22.03 D301 14:00- 5-Jun 99 Shared Meanings Between a Firm and Its 15:30 Stakeholders Hutter Katja Crowdsourcing Social Innovation Innovation and New 4.06 D302 11:00- 6-Jun 298 Product Development 12:30 Hutter Katharina Effective Incentives for Buzz Marketing: Advertising, Promotion 1.08 D201 11:00- 6-Jun 292 How Moral Concern Moderates the and Marketing 12:30 Willingness to Engage as Buzz Agents Communications Hutter Katja Virtual Co-Creation from a Stakeholder Innovation and New 4.05 D302 09:00- 6-Jun 265 EMAC Conference

nd Network Perspective Product Development 10:30 42

518 Last Name First Name Paper Title Track Session Room Time Date Page Hutter Katharina Who Says What to Whom in Facebook New Technologies and 12.09 D504 09:00- 7-Jun 389 with What Effect? Investigating E-Marketing 10:30 Electronic Word of Mouth Communication with the Lasswell Formula Hyde Kenneth F Holding a Mirror Up to the Researchers: Marketing Theory 10.03 D501 14:00- 6-Jun 330 Social Processes in the Construction of 15:30 Marketing Knowledge Hyder Antonio Proposal of a Web Site Engagement New Technologies and 12.08 D502 16:00- 6-Jun 360 Measurement E-Marketing 17:30 Ifie Kemefasu Customer Satisfaction and Employee Services Marketing 18.05 D203 09:00- 6-Jun 286 Satisfaction: A Conceptual Model and 10:30 Research Propositions Ihl Christoph Attracting Consumers To Idea Co- Innovation and New 4.04 D302 16:00- 5-Jun 231 Creation Product Development 17:30 In Der Wiesche Julia The Use of Images in Informational New Technologies and 12.05 D504 09:00- 6-Jun 278 Websites: Effects on Trust, Browsing E-Marketing 10:30 Behavior, and Memory Iseke Anja Does the Service-Profit Chain Hold True? Services Marketing 18.08 D203 16:00- 6-Jun 366 A Meta-Analysis 17:30 Ivanova Maria Organizational and Individual Network Business-to-Business 2.02 D303 11:00- 5-Jun 176 Competence in Context: An Intercultural Marketing & Networks 12:30 Perspective Ivens Björn The Influence of Participation in Pricing and Financial 13.03 D403 09:00- 6-Jun 281 Prediction Markets on Price Sensitivity Issues in Marketing 10:30 – An Experimental Study on Sporting Goods Ivens Bjoern When Implicit Promises are Broken: The Relationship Marketing 15.02 D505 16:00- 5-Jun 244 Role of Relational Norms in Consumers’ 17:30 Reactions to Brand Transgressions Ivens Björn S. Who Loves Brands? Exploring the Product and Brand 14.01 D101 09:00- 5-Jun 161 Relationship between Personality, Management 10:30 Interpersonal Love, and Brand Love Iyer Gopalkrishnan R. Impulsivity and Impulse Buying: A Cross- Marketing in Emerging 6.03 D304 14:00- 6-Jun 327 National Examination and Transition 15:30 Economies Jaakkola Elina Investigating Triadic Value Creation in Business-to-Business 2.08 D303 16:00- 6-Jun 348 Reference Networks - Insights From Marketing & Networks 17:30 Solution and KIBS Business Jackson Paul Advertising to Bicultural Consumers: Advertising, Promotion 1.07 D201 09:00- 6-Jun 258 The Role of Dialecticism and Bicultural and Marketing 10:30 Identity Integration on Persuasion Communications Jaeger Nikolai A. The Synergetic Effect of Innovation Innovation and New 4.08 D302 16:00- 6-Jun 354 Orientation with Proactive and Product Development 17:30 Responsive Market Orientation on Business Performance – A Longitudinal Assessment Jaesu Kim "Relationship Quality Effect on Customer KSMS-GAMMA 23.02 D401 11:00- 5-Jun 124 Value in Mobile Phone Industry 12:30 " Jahanmir Sara F. Technology Late Adoption Innovation and New 4.07 D302 14:00- 6-Jun 324 Product Development 15:30 Jahn Steffen Resilience as a Resource to Improve Sales Management and 17.04 D404 11:00- 7-Jun 428 Sales Performance in Adverse Workplace Personal Selling 12:30 Situations EMAC Conference nd 42

519 Last Name First Name Paper Title Track Session Room Time Date Page Jahn Benedikt The Importance of Perceived New Technologies and 12.08 D502 16:00- 6-Jun 362 Interactivity for Customer Engagement E-Marketing 17:30 on Social Media Brand Pages (funded by the UMass Healey Grant) Jahn Steffen When Materialistic and Sustainable Consumer Behaviour 3.06 D103 09:00- 6-Jun 262 Values Collide: Strategies to Cope 10:30 Jakić Ana The Importance of Perceived New Technologies and 12.08 D502 16:00- 6-Jun 362 Interactivity for Customer Engagement E-Marketing 17:30 on Social Media Brand Pages (funded by the UMass Healey Grant) Jalali Marjan The Impact of Alcohol Sponsorships Social Responsibility, 19.07 D503 14:00- 6-Jun 341 of University Events on Students’ Ethics and Consumer 15:30 Perceptions of the Events and Their Protection Attitudes towards Alcohol and Alcohol Consumption Behaviour Jalkala Anne Investigating Triadic Value Creation in Business-to-Business 2.08 D303 16:00- 6-Jun 348 Reference Networks - Insights From Marketing & Networks 17:30 Solution and KIBS Business Jalving Michala The Role of the Marketing Department Marketing Theory 10.02 D501 16:00- 5-Jun 236 in Danish Companies: Drivers for 17:30 Influence Jamsawang Jutatip Eye-Catching Price Sequences Used in Pricing and Financial 13.02 D403 16:00- 5-Jun 239 Retailing: An Empirical Analysis Issues in Marketing 17:30 Jang Woojung "Knowledge Sharing and Network KSMS-GAMMA 23.04 D401 16:00- 5-Jun 131 Solidarity: The Moderating Effect of 17:30 Network Embeddedness " Janssen Catherine Enhancing CSR Communication Social Responsibility, 19.07 D503 14:00- 6-Jun 341 Credibility: on the Use of Infomercials Ethics and Consumer 15:30 Protection Janssens Wim Communicating Value from a Service Relationship Marketing 15.03 D505 09:00- 7-Jun 395 Logic Perspective: The Explicitness of the 10:30 Customer’s Resource Integrating Role in Advertising Janssens Kim Spam: Segmenting Email Users Based New Technologies and 12.13 D504 15:00- 7-Jun 448 on Privacy Concern and Protection of E-Marketing 16:30 Personal Information Janssens Wim Tasting the Smell: Scent Experts’ and Consumer Behaviour 3.11 D102 14:00- 6-Jun 322 Laymen’s Evaluation of Product (In) 15:30 congruity Jayawardhena Chanaka The Missing Link between Self- Relationship Marketing 15.02 D505 16:00- 5-Jun 245 Definitional Principles and Resilience 17:30 to Negative Information: The Role of Consumer-Brand Identification Jeffman Dos Santos Mirela The Effect of Technological Turbulence on Innovation and New 4.08 D302 16:00- 6-Jun 354 The Success of New Products Product Development 17:30 Jiménez-Martínez Julio The Influence of Interactive Technologies New Technologies and 12.02 D504 11:00- 5-Jun 185 on Consumer Behavior. IPTV Adoption as E-Marketing 12:30 an E-Commerce Platform John George Paying for Intermediate Output: A Field SIS 1 24.01 D301 16:00- 5-Jun 116 Intervention 17:30 Johnson Claire Changing Consumer Perceptions of CSR Social Responsibility, 19.11 D503 15:00- 7-Jun 458 Image by Communicating Corporate Ethics and Consumer 16:30 Volunteering Involvement Protection Johnston Wesley J. Driving Firm Performance Business-to-Business 2.02 D303 11:00- 5-Jun 175 Through Commercial Capability: Marketing & Networks 12:30 EMAC Conference

nd Conceptualization, Measurement and

42 Impact on Firm Success

520 Last Name First Name Paper Title Track Session Room Time Date Page Jokiniemi Sini Once Again I Gained So Much - Sales Management and 17.01 D404 11:00- 6-Jun 311 Understanding the Value of B-to-B Sales Personal Selling 12:30 Interactions Jular Özfidan Jan Sanem Online Group Buying Behavior New Technologies and 12.04 D504 16:00- 5-Jun 238 Analyzing: the Drivers and Behavioral E-Marketing 17:30 Patterns of a Recent Trend in Turkey Jung Jaehee Brand Credibility in Fashion Co- Product and Brand 14.05 D101 09:00- 6-Jun 282 Branding: Development of Propositions Management 10:30 for Cross-Cultural Research between the U.S. and China Junior Ladeira Wagner Other Customer Perception Scale Marketing in Emerging 6.01 D304 09:00- 6-Jun 270 Adaptation for the Brazilian Context and Transition 10:30 Economies Jurisch Michael Marketing Managers’ Mental Marketing Strategy and 9.02 D402 11:00- 6-Jun 305 Representations of Leadership Leadership 12:30 Effectiveness: A Cross-Functional Perspective Jüttner Uta Capturing Value in Business Solutions Business-to-Business 2.08 D303 16:00- 6-Jun 347 – Strategic Paths from an Interactive Marketing & Networks 17:30 System Perspective Kackovic Monika The Effects of Credibility and Salience Consumer Behaviour 3.20 D102 15:00- 7-Jun 440 of Signals on Economic Performance: A 16:30 Study of Corporate Art Collectors Kadic-Maglajlic Selma The Effects of Radical Firm Marketing in Emerging 6.02 D304 11:00- 6-Jun 302 Innovativeness, Managerial Ties and and Transition 12:30 Entrepreneurial Orientation on Firm Economies Performance Kalafatis Stavros Brand Positioning as a Determinant of Product and Brand 14.09 D101 09:00- 7-Jun 393 Consumer Attitudes towards Co-Brands Management 10:30 Kalafatis Stavros The Role of Corporate Social Social Responsibility, 19.10 D503 11:00- 7-Jun 431 Responsibility in Consumer Evaluation Ethics and Consumer 12:30 of Cobrands Protection Kalamas Maria Convenience Etymology and History Retailing, Channel 16.02 D404 11:00- 5-Jun 190 Management and 12:30 Logistics Kaminakis Kostas The Impact of Servicescapes on Services Marketing 18.07 D203 14:00- 6-Jun 340 Employees and its Subsequent Effects 15:30 on Customers’ Perceptions: A Multilevel Study Kamm Friederike Clustered or Dispersed: How Should Retailing, Channel 16.01 D404 09:00- 5-Jun 164 Conventional Retailers Arrange Organic Management and 10:30 Food Products? Logistics Kanitz Christopher An Empirical Investigation of Relevant Product and Brand 14.05 D101 09:00- 6-Jun 283 Benefits in the Context of Professional Management 10:30 Sport Teams - “Benefits of Sport Teams- Model“ (BOST-Model) Kaplan Burçin The Moderating Role of Host Country Marketing in Emerging 6.03 D304 14:00- 6-Jun 328 Selection in EU for Direct Investment of and Transition 15:30 Turkish MNCS Economies Karantinou Kalipso The Impact of Servicescapes on Services Marketing 18.07 D203 14:00- 6-Jun 340 Employees and its Subsequent Effects 15:30 on Customers’ Perceptions: A Multilevel Study Karmann Alexander Do Prices Really Matter in the Formation Pricing and Financial 13.02 D403 16:00- 5-Jun 241 of Store Price Image? How Retailers May Issues in Marketing 17:30 Establish a Low Price Image Without EMAC Conference

Necessarily Changing Prices nd

Karpienko Radoslaw Graphical Markov Models as an Modelling and 11.02 D501 11:00- 6-Jun 308 42 Alternative to SEM Forecasting 12:30 521 Last Name First Name Paper Title Track Session Room Time Date Page Karsberg John Exploring the Effects of Advertising Advertising, Promotion 1.02 D304 09:00- 5-Jun 145 Creativity on a Media Vehicle and Marketing 10:30 Communications Kastanakis Minas The Effect of Culture on Perception and Consumer Behaviour 3.07 D102 09:00- 6-Jun 263 Cognition: A Conceptual Framework 10:30 Katsikeas Constantine S. Eco-Friendly Product Development: Innovation and New 4.02 D302 11:00- 5-Jun 180 Antecedents, Outcomes and Contingent Product Development 12:30 Effects Katsikeas Constantine S. Leveraging Alliance Capabilities: A Study SIG 22.06 D301 09:00- 7-Jun 108 of Alliance Capability Components, 10:30 Tie Strength, and Performance in International Strategic Alliances Katsikeas Constantine Strategic Change and Adaptiveness: Marketing Strategy and 9.02 D402 11:00- 6-Jun 307 An Empirical Study of Intended and Leadership 12:30 Realised Marketing Strategies Kavaliauske Monika Environmental Concern and Intention Social Responsibility, 19.08 D503 16:00- 6-Jun 369 to Purchase from a Socially Responsible Ethics and Consumer 17:30 Company: Predictors and Relation Protection Kawakami Tomoko Effects of Environmental Turbulence on Innovation and New 4.01 D302 09:00- 5-Jun 153 Knowledge Redundancy and Market Product Development 10:30 Information Processes Kazadi Kande Stakeholder Co-Creation Capabilities: SIG 22.03 D301 14:00- 5-Jun 99 Their Microfoundations and Impact 15:30 on Knowledge Creation During the Innovation Process Kazakova Snezhanka The Impact of Media Multitasking Advertising, Promotion 1.06 D201 16:00- 5-Jun 226 on Media Enjoyment and Cognitive and Marketing 17:30 Processing Styles: Implications for Communications Advertising Outcomes Keeling Kathy Interactive Websites: The Effects of Social New Technologies and 12.10 D502 09:00- 7-Jun 390 Presence on Customer Decisions in the E-Marketing 10:30 Online Luxury Goods Sector Kelleher Carol Interconnected Practices: How Meaning SIG 22.04 D301 11:00- 6-Jun 104 can be Lost in Translation 12:30 Kellner Julian Differentiation in Online Retailing: Retailing, Channel 16.04 D404 16:00- 5-Jun 247 Analysing the Consumer’s Perspective Management and 17:30 Using a Repertory Grid Approach Logistics Kemmerling Birte Christina Interaction Inside – A Comprehensive Business-to-Business 2.04 D303 16:00- 5-Jun 229 Analysis of the Antecedents of Industrial Marketing & Networks 17:30 Customer Satisfaction Kemmerling Birte Christina Say What You Want – Applying the Marketing of Public and 7.02 D305 11:00- 6-Jun 304 Anchoring Technique to Major Gift Non-Profit Organisations 12:30 Fundraising Kempe Michael Influence of Ad Presentation Type and New Technologies and 12.03 D504 14:00- 5-Jun 210 Personalization on The Effectiveness of E-Marketing 15:30 In-App-Advertising - An Experimental Approach Kennedy Rachel Do Highly Emotive Commercials Drive Consumer Behaviour 3.20 D102 15:00- 7-Jun 439 Sales? A Single-Source Approach 16:30 Keszey Tamara Sales-Marketing Interface and Company Sales Management and 17.02 D404 14:00- 6-Jun 337 Performance. Is Information Use the Personal Selling 15:30 Missing Link? Kilian Thomas Rumor Has It: An Analysis of Rumors in Advertising, Promotion 1.09 D201 16:00- 6-Jun 344 the Context of Product Introductions and Marketing 17:30 Communications Kim Kyung Hoon Brand Experience and Customer Equity KSMS-GAMMA 23.02 D401 11:00- 5-Jun 127 EMAC Conference

nd in SNS Environment 12:30 42

522 Last Name First Name Paper Title Track Session Room Time Date Page Kim Juran Effects of Corporate Social Responsibility KSMS-GAMMA 23.01 D401 09:00- 5-Jun 121 (CSR) on Consumer Responses 10:30 Kim Kyung Hoon "Relationship Quality Effect on Customer KSMS-GAMMA 23.02 D401 11:00- 5-Jun 124 Value in Mobile Phone Industry 12:30 " Kim Kyung Hoon Role of Customer Equity in Sustainable KSMS-GAMMA 23.02 D401 11:00- 5-Jun 126 Marketing 12:30 Kim Kyung Hoon Social innovation effects on the KSMS-GAMMA 23.04 D401 16:00- 5-Jun 133 satisfaction of Social platform usage 17:30 Kim Kyung Hoon Social Network Analysis for Customer KSMS-GAMMA 23.02 D401 11:00- 5-Jun 125 Equity 12:30 Kim Kyung Hoon Social Network Analysis for Marketing KSMS-GAMMA 23.04 D401 16:00- 5-Jun 135 Journals 17:30 Kim Kyung Hoon Sustainable Luxury Brand Management KSMS-GAMMA 23.04 D401 16:00- 5-Jun 132 in Competitive Environment 17:30 Kipnis Eva Affiliating with Japanese Culture Consumer Behaviour 3.07 D102 09:00- 6-Jun 264 Through American Brands: Assertions of 10:30 Multicultural Identity Through Discursive Reconfigurations of Brand Origin Kirchgeorg Manfred The Age of Atmosphere: Age-Specific Retailing, Channel 16.03 D404 14:00- 5-Jun 218 Visitor Expectations on Consumer Trade Management and 15:30 Show Atmosphere Logistics Kirezli Ozge Online Group Buying Behavior New Technologies and 12.04 D504 16:00- 5-Jun 238 Analyzing: the Drivers and Behavioral E-Marketing 17:30 Patterns of a Recent Trend in Turkey Kladou Stella Matching Tourism Type and Destination Tourism Marketing 20.02 D405 11:00- 5-Jun 196 Image Perceptions in a Country Context 12:30 Klautzsch Erik Social Media Performance Management: Marketing Strategy and 9.04 D402 11:00- 7-Jun 418 A Market-Oriented Analysis Of Direct and Leadership 12:30 Moderating Effects Kleber Janet Explaining the Processes Behind Marketing of Public and 7.02 D305 11:00- 6-Jun 305 Identifiability and Magnitude Effects on Non-Profit Organisations 12:30 Charitable Giving Kleer Robin Working with or Against Each Other? Innovation and New 4.04 D302 16:00- 5-Jun 232 Exploring the Effect of Consumer Product Development 17:30 Interaction on their Evaluation of Participation in Firm Hosted Ideation Klein Kristina The Employer Brand Value Chain - How Product and Brand 14.08 D101 16:00- 6-Jun 365 an Employer Brand Impacts Financial Management 17:30 Value Kleinaltenkamp Michael Does Multi-Stage Marketing Pay? Business-to-Business 2.01 D303 09:00- 5-Jun 148 Marketing & Networks 10:32 Kleinaltenkamp Michael Multistage Marketing in Downstream Business-to-Business 2.02 D304 09:00- 6-Jun 147 Supply Chains - Antecedents and Marketing & Networks 10:31 Impacts Kleinaltenkamp Michael The Effects of Structural and Social Business-to-Business 2.04 D303 16:00- 5-Jun 228 Dimensions of Perceived Fairness and Marketing & Networks 17:30 Unfairness on the Quality of Buyer-Seller Relationships - A Transaction Cost Perspective Kleine-Kalmer Barbara What Makes Brand Fan Pages in Social New Technologies and 12.11 D504 11:00- 7-Jun 420 Networks Successful? An Empirical Study E-Marketing 12:30 on Facebook Users’ Attitudes towards Fan Pages of Food and Beverage Brands Kleinschmidt Elko J. A High-Tech Firm 'Early Front-End Innovation and New 4.09 D302 09:00- 7-Jun 379 Success Typology' Based on Individual Product Development 10:30 EMAC Conference

and Organizational Capabilities and nd

Resultant Market Visioning Competence 42

523 Last Name First Name Paper Title Track Session Room Time Date Page Kluge Philipp Nikolaus Preserving Brand Luxury Online? An Product and Brand 14.05 D101 09:00- 6-Jun 282 Examination of Luxury Homepage Management 10:30 Design Ko Eunju Can Luxury Abstractness Enhance KSMS-GAMMA 23.04 D401 16:00- 5-Jun 132 Creativity? 17:30 Ko Eunju Is there Social Capital on the Fashion KSMS-GAMMA 23.04 D401 16:00- 5-Jun 134 Social Platform? Marketing and Legal 17:30 Perspectives Ko Eunju "Open for Innovation: An AHP Model KSMS-GAMMA 23.04 D401 16:00- 5-Jun 133 for Selection of Crowdsourcing Designs 17:30 " Kocabiyikoglu Ayse Decision Making in Revenue Pricing and Financial 13.01 D403 14:00- 5-Jun 211 Management: An Experimental Study Issues in Marketing 15:30 Koçak Akın The Impact of Political Animosity on Consumer Behaviour 3.07 D102 09:00- 6-Jun 264 Consumers’ Willingness to Buy Foreign 10:30 Products Koenigsberg Oded Self-Serving Behavior in Price-Quality Pricing and Financial 13.01 D403 14:00- 5-Jun 211 Competition Issues in Marketing 15:30 Koerbitz Wolfgang Where to Go Next? Mapping Multi Tourism Marketing 20.04 D405 16:00- 5-Jun 253 Destination Trips Using Geotagged 17:30 Photographs Koers Wietske Learning How to Respond to Anti- Marketing Education 21.02 D403 15:00- 7-Jun 458 Branding Communities: Designing a 16:30 Dilemma-Based Serious Game for Online Marketing Management Kohler Thomas Crowdsourcing Social Innovation Innovation and New 4.06 D302 11:00- 6-Jun 298 Product Development 12:30 Koinig Isabell Who Gains, Who Loses? Recall and New Technologies and 12.06 D504 14:00- 6-Jun 333 Recognition of Brand Placements in 2D, E-Marketing 15:30 3D and 4D Movies Koivisto Elina Maria Constructing Moral Legitimacy Advertising, Promotion 1.12 D201 15:00- 7-Jun 436 of Products through Story-Telling and Marketing 16:30 Strategies Communications Kokkinaki Flora The Influence of Involvement on the Consumer Behaviour 3.17 D102 11:00- 7-Jun 409 Stability of the Consideration Set at 12:30 Different Points in Time Kokkinaki Flora The Interactive Effects of Regulatory Consumer Behaviour 3.12 D103 16:00- 6-Jun 350 Focus and Information Accessibility and 17:30 Diagnosticity on Consumer Decision- Making Kokkinaki Flora Weak vs. Strong Brand Schemata and Advertising, Promotion 1.01 D201 09:00- 5-Jun 143 The Rewarding Nature of Incongruity and Marketing 10:30 Resolution in Advertising Communications Koley Shruti When Materialistic and Sustainable Consumer Behaviour 3.06 D103 09:00- 6-Jun 262 Values Collide: Strategies to Cope 10:30 Koller Monika Analysing The Negativity Effect of Online Consumer Behaviour 3.12 D103 16:00- 6-Jun 349 Reviews 17:30 Konstantoulaki Kleopatra Innovative Professional Services: Innovation and New 4.07 D302 14:00- 6-Jun 323 Empirical Evidence on the Determinants Product Development 15:30 of Physicians’ Purchase Intention Konstantoulaki Kleopatra The Influence of Involvement on the Consumer Behaviour 3.17 D102 11:00- 7-Jun 409 Stability of the Consideration Set at 12:30 Different Points in Time Konus Umut Multi-Touchpoint Customer Marketing Research and 8.04 D501 15:00- 7-Jun 444 Segmentation in Relational Contexts: Research Methodology 16:30 Using a Real-Time Experience Tracking EMAC Conference

nd Approach

42 Konuş Umut Interconnected Channels: Competitive SIG 22.04 D301 11:00- 6-Jun 102 Cross-Channel Effects of The Introduction 12:30 of a New Online Channel 524 Last Name First Name Paper Title Track Session Room Time Date Page Kooli Kaouther Survey Participants Lost in Translation: International and Cross- 5.05 D202 09:00- 6-Jun 268 An Experimental Study on the Use of Cultural Marketing 10:30 Dialectal vs. Standard Language Kooli Kaouther Survey Participants Lost in Translation: International and Cross- 5.05 D202 09:00- 6-Jun 268 An Experimental Study on the Use of Cultural Marketing 10:30 Dialectal vs. Standard Language Korchia Michaël Je T'Aime...Moi Non Plus : Exploring Consumer Behaviour 3.17 D102 11:00- 7-Jun 410 the Diversity and Strength of Fan-Idol 12:30 Relationships in the Field of Music Koritos Christos The Role of Store Image in Shaping Retailing, Channel 16.03 D404 14:00- 5-Jun 217 Consumer Trusting Beliefs for Private Management and 15:30 Label Brands Logistics Kornum Niels Understanding Processes of Multi- Product and Brand 14.08 D101 16:00- 6-Jun 364 Stakeholder Brand-Interessement Management 17:30 Koster Susanne E. Modeling individual and collective SIG 22.07 D301 11:00- 7-Jun 115 opinion in online social networks: 12:30 drivers of choice behavior and effects of marketing interventions Kostopoulos Giannis Innovative Professional Services: Innovation and New 4.07 D302 14:00- 6-Jun 323 Empirical Evidence on the Determinants Product Development 15:30 of Physicians’ Purchase Intention Kostopoulos Giannis Organizational Practices Reducing the Services Marketing 18.04 D203 16:00- 5-Jun 249 Negative Impact of Customer Non- 17:30 Compliance: An Empirical Study Kottika Efthymia Do Entrepreneur’s Personality Traits Marketing Strategy and 9.03 D402 09:00- 7-Jun 385 Affect Market Orientation and Marketing Leadership 10:30 Planning in Small Firms? Köcher Sören The Illusion of Points: Investigating The Relationship Marketing 15.01 D505 14:00- 5-Jun 216 Effects of Medium Magnitude in Loyalty 15:30 Programs Königsfeld Jerome Preserving Brand Luxury Online? An Product and Brand 14.05 D101 09:00- 6-Jun 282 Alexander Examination of Luxury Homepage Management 10:30 Design Kreiner Glen A Multilevel Investigation of Emotional Services Marketing 18.06 D203 11:00- 6-Jun 313 Proletarians’ Stigma in Frontline 12:30 Encounters Kreis Henning Effects of Failure in Consumption Services Marketing 18.10 D203 11:00- 7-Jun 430 Systems 12:30 Kreppelt Isabell Marketing Managers’ Mental Marketing Strategy and 9.02 D402 11:00- 6-Jun 305 Representations of Leadership Leadership 12:30 Effectiveness: A Cross-Functional Perspective Kreuzer Maria Employee During the Day, Consumer at Product and Brand 14.08 D101 16:00- 6-Jun 364 Night: How Multiple Stakeholder Roles Management 17:30 Impact Brand Meaning Krosnick Jon Establishing the Accuracy of Online Marketing Research and 8.02 D501 11:00- 5-Jun 184 Panel Research Research Methodology 12:30 Krystallis Athanasios Understanding Consumer-Generated Advertising, Promotion 1.09 D201 16:00- 6-Jun 345 Advertising for Mainstream Fashion and Marketing 17:30 Goods Communications Kuebler Raoul Apps appeal: Where in the world are SIS 1 24.01 D301 16:00- 5-Jun 118 consumers sensitive to price, ratings and 17:30 product characteristics? Kuester Sabine Antecedents of Salespersons’ Market Sales Management and 17.03 D404 09:00- 7-Jun 396 Information Sharing Behavior Personal Selling 10:30 Kuester Sabine Communication When Pricing Alignable Services Marketing 18.02 D203 11:00- 5-Jun 191 EMAC Conference

and Nonalignable Value-Added Services 12:30 nd

Kuester Sabine Stakeholder Configuration for the Innovation and New 4.09 D302 09:00- 7-Jun 380 42 Development of Successful Radical New Product Development 10:30 Services 525 Last Name First Name Paper Title Track Session Room Time Date Page Kugler Aline “After The Game Is Before the Game!” Business-to-Business 2.03 D303 14:00- 5-Jun 200 – Renegotiation Insights From Business- Marketing & Networks 15:30 to-Business Marketing Literature Kuhn Kerri-Ann L. Student Self-Assessment of Marketing Education 21.01 D403 09:00- 7-Jun 403 Performance: A Useful Learning Tool for 10:30 Students and Instructors? Kunz Werner The Importance of Perceived New Technologies and 12.08 D502 16:00- 6-Jun 362 Interactivity for Customer Engagement E-Marketing 17:30 on Social Media Brand Pages (funded by the UMass Healey Grant) Kunze Kim-Kathrin Do Regional Marketing Projects Form Tourism Marketing 20.03 D405 14:00- 5-Jun 224 Regional Image or Is It the Other Way 15:30 Around? An Analysis of the Direction of Effects Kuppelwieser Volker G. Is the Role of Marketing Diminishing? KSMS-GAMMA 23.03 D401 14:00- 5-Jun 128 Results From Three Geographical 15:30 Regions: Asia, Europe and USA Kurtmollaiev Seidali Service-Dominant Logic: An Update or Marketing Theory 10.03 D501 14:00- 6-Jun 332 an Upgrade? 15:30 Kuster Ines Does Social Networking Really Impact New Technologies and 12.14 D502 15:00- 7-Jun 449 on Brands? E-Marketing 16:30 Kühnl Christina No More “Lost in Translation“ by International and Cross- 5.05 D202 09:00- 6-Jun 267 Applying Sound Symbolism in Cultural Marketing 10:30 International Brand Names Kyriakopoulos Kyriakos The Role of Improvisation in New Innovation and New 4.03 D302 14:00- 5-Jun 204 Product Creativity Product Development 15:30 Labrecque Lauren By The Power of Social Media… I Consumer Behaviour 3.15 D102 09:00- 7-Jun 377 Have the Power! A Critical Review of 10:30 Consumer Empowerment in the Social Network Era Labyt Christophe Exposure to Sex Cues: Does Size Matter? Consumer Behaviour 3.12 D103 16:00- 6-Jun 350 17:30 Ladeira Wagner Junior Designed and Assembled in an Emerging Marketing in Emerging 6.01 D304 09:00- 6-Jun 269 Market: Consumer Ethnocentrism and and Transition 10:30 Country of Origin Effects of Chinese and Economies Indian Products in Brazil Lado Nora The Influence of High-Technology and International and Cross- 5.04 D202 16:00- 5-Jun 235 Luxury Co-Branding Strategies on Cultural Marketing 17:30 Cross-Cultural Consumer Evaluation and Purchase Intention Laesser Christian Consumers’ Emotions about Getting a Services Marketing 18.11 D203 15:00- 7-Jun 455 Discount and Their Likelihood to Return 16:30 at Regular Prices Lages Carmen “Villains or Heroes”: An Experimental Advertising, Promotion 1.01 D201 09:00- 5-Jun 144 Study of Product Placement with and Marketing 10:30 Negative and Positive Television Communications Characters Lages Luis Filipe A Measure of Market Sensing Marketing Strategy and 9.01 D402 09:00- 6-Jun 273 Capabilities Leadership 10:30 Lages Luis Filipe CSR As a Catalyst of Exploratory Social Responsibility, 19.01 D503 09:00- 5-Jun 167 Innovation in High Technology Firms Ethics and Consumer 10:30 Protection Lages Carmen Revisiting Brand Identity, Brand Product and Brand 14.02 D101 11:00- 5-Jun 187 Image, and Their Articulation, in an Management 12:30 Interconnected World Lages Luís Filipe Technology Late Adoption Innovation and New 4.07 D302 14:00- 6-Jun 324 EMAC Conference

nd Product Development 15:30

42 Lages Cristiana R. The Relationship between Personality Services Marketing 18.04 D203 16:00- 5-Jun 249 and Creativity: The Unknown Effects 17:30 526 Last Name First Name Paper Title Track Session Room Time Date Page Lagier Joelle Marketing of Art or Art of Marketing: Marketing of Public and 7.01 D305 09:00- 6-Jun 271 How to Break Resistance? Non-Profit Organisations 10:30 Lajante Mathieu Predicting Aad from affective reactions: SIG 22.05 D301 14:00- 6-Jun 106 Psychophysiological evidence from an 15:30 advertising experiment Lam Choi Ching The Pleasure and the Pain of Shopping: Retailing, Channel 16.02 D404 11:00- 5-Jun 189 A Phenomenological Study Management and 12:30 Logistics Lambert-Pandraud Raphaëlle Why Are Older Consumers More Loyal Services Marketing 18.02 D203 11:00- 5-Jun 192 to a Media? An Explanation of Radio 12:30 Listening Behavior Through Apter’s Motivational Styles Landwehr Jan R. Development of a Two-Step New Technologies and 12.05 D504 09:00- 6-Jun 277 Customization Approach to Minimize E-Marketing 10:30 Consumers' Decision Complexity and Maximize Companies' Profitability – Evidence from Field and Lab Experiments Lang Gerald E-Fulfillment Systems in Multi-Channel Retailing, Channel 16.05 D404 09:00- 6-Jun 284 Retailing: Customer Expectations and Management and 10:30 Economic Performance Logistics Langerak Fred Interconnected Channels: Competitive SIG 22.04 D301 11:00- 6-Jun 102 Cross-Channel Effects of The Introduction 12:30 of a New Online Channel Langley David Learning How to Respond to Anti- Marketing Education 21.02 D403 15:00- 7-Jun 458 Branding Communities: Designing a 16:30 Dilemma-Based Serious Game for Online Marketing Management Langley David J. Modeling individual and collective SIG 22.07 D301 11:00- 7-Jun 115 opinion in online social networks: 12:30 drivers of choice behavior and effects of marketing interventions Larsen Nils Magne Healthy Food Products at the Point of Consumer Behaviour 3.09 D102 11:00- 6-Jun 296 Purchase: An In-Store Experimental 12:30 Analysis Larson Jeff Are Respondents Paying Attention? Marketing Research and 8.02 D501 11:00- 5-Jun 183 Modeling and Benchmarking Online Research Methodology 12:30 Respondent Data Quality Lassar Walfried Service Convenience and Customer Services Marketing 18.07 D203 14:00- 6-Jun 340 Citizenship Behaviour: An Empirical 15:30 Examination Latorre Annaluce Social Commerce: Managerial Challenges New Technologies and 12.11 D504 11:00- 7-Jun 419 and Marketing Opportunities: A E-Marketing 12:30 Qualitative Study Laukkanen Tommi Adoption of Multiple Strategic Marketing Strategy and 9.05 D402 15:00- 7-Jun 446 Orientations in SMEs: An Explorative Leadership 16:30 Comparison Laurent Gilles Why Are Older Consumers More Loyal Services Marketing 18.02 D203 11:00- 5-Jun 192 to a Media? An Explanation of Radio 12:30 Listening Behavior Through Apter’s Motivational Styles Lautenschlaeger Sandra Attribution Theory in Marketing – A Marketing Theory 10.04 D501 09:00- 7-Jun 387 Content Analysis and Implications for 10:30 Marketing Theory Le Nagard Emmanuelle How Can Retailers Reduce Perceived Consumer Behaviour 3.03 D103 11:00- 5-Jun 178 Risk for Second-Hand Online Shopping? 12:30 Exploratory Analysis and Suggestion of a EMAC Conference

New Theoretical Framework nd 42

527 Last Name First Name Paper Title Track Session Room Time Date Page Leahy Rose Personal values towards automobiles of KSMS-GAMMA 23.03 D401 14:00- 5-Jun 130 younger age groups in Germany 15:30 Lecron Fabian Customer Segmentation Based on a Retailing, Channel 16.03 D404 14:00- 5-Jun 216 Collaborative Recommendation System: Management and 15:30 Application to a Mass Retail Company Logistics Lee Nick A Multilevel Investigation of Emotional Services Marketing 18.06 D203 11:00- 6-Jun 313 Proletarians’ Stigma in Frontline 12:30 Encounters Lee Yangim Brand Experience and Customer Equity KSMS-GAMMA 23.02 D401 11:00- 5-Jun 127 in SNS Environment 12:30 Lee Hee Chong Can Luxury Abstractness Enhance KSMS-GAMMA 23.04 D401 16:00- 5-Jun 132 Creativity? 17:30 Lee Hee Chong Customer Social Participation Influence KSMS-GAMMA 23.02 D401 11:00- 5-Jun 125 on Customer Equity - Focus on SPA 12:30 Brands Lee Nick Salesperson Role Stress and Unethical Sales Management and 17.04 D404 11:00- 7-Jun 428 Behavior Personal Selling 12:30 Lee Hee Cheol Sustainable Luxury Brand Management KSMS-GAMMA 23.04 D401 16:00- 5-Jun 132 in Competitive Environment 17:30 Lee Richard The Roles of Consumer Ethnocentrism Advertising, Promotion 1.09 D201 16:00- 6-Jun 346 and Cosmopolitanism in Sponsorship and Marketing 17:30 Effects Communications Leeflang Peter Do Mystery Callers Really Represent Services Marketing 18.05 D203 09:00- 6-Jun 286 Customers? 10:30 Leeflang Peter Marketing New Pharmaceuticals: Which Marketing Research and 8.02 D501 11:00- 5-Jun 184 Doctors Should Be Detailed? and When? Research Methodology 12:30 Leenheer Jorna A(void) T(his) M(oney): Redesigning Marketing of Public and 7.05 D305 09:00- 7-Jun 384 ATMs to Reduce Cash Use Non-Profit Organisations 10:30 Lei Jing (jill) Scare Me to Stop: The Effectiveness of Marketing of Public and 7.04 D305 16:00- 6-Jun 358 Physical and Social Fear Appeals on Non-Profit Organisations 17:30 Different Audiences in Anti-Drink Driving Campaigns Leischnig Alexander A Configurational Analysis of Alliance Business-to-Business 2.02 D303 11:00- 5-Jun 176 Management Capabilities in Technology Marketing & Networks 12:30 Transfer Leischnig Alexander How Social Capital Elicits Member Relationship Marketing 15.05 D505 15:00- 7-Jun 453 Citizenship Behaviors – A Structural 16:30 Equation Model Leischnig Alexander Successful Interorganizational Exchange: Relationship Marketing 15.05 D505 15:00- 7-Jun 453 Exploring the Role of Employee 16:30 Characteristics in Technology Transfer Leischnig Alexander Who Loves Brands? Exploring the Product and Brand 14.01 D101 09:00- 5-Jun 161 Relationship between Personality, Management 10:30 Interpersonal Love, and Brand Love Lemoine Jean-François Can I Trust Virtual Agents? A Qualitative New Technologies and 12.02 D504 11:00- 5-Jun 186 Study of Determinants Enhancing Trust E-Marketing 12:30 Development Lengler Jorge An Investigation of The Role of Marketing in Emerging 6.03 D304 14:00- 6-Jun 328 Managers’ Personal Values in Creating A and Transition 15:30 Market Orientation: Evidence From Brazil Economies Lengler Jorge Customer Orientation and SME Export International and Cross- 5.03 D202 14:00- 5-Jun 206 Performance: Insights from Italian Cultural Marketing 15:30 Manufacturing Firms Lengler Jorge Price Adaptation and Export International and Cross- 5.02 D202 11:00- 5-Jun 182 Performance: Quadratic and Moderating Cultural Marketing 12:30 Effects EMAC Conference

nd Lenz Isabell Strengthening Firm’s Societal Role – Social Responsibility, 19.06 D503 11:00- 6-Jun 315

42 How Compensation Strategies Help to Ethics and Consumer 12:30 React on Social Misconducts Protection 528 Last Name First Name Paper Title Track Session Room Time Date Page Leonidou Constantinos N. Eco-Friendly Product Development: Innovation and New 4.02 D302 11:00- 5-Jun 180 Antecedents, Outcomes and Contingent Product Development 12:30 Effects Leonidou Leonidas C. Organizational Capabilities Drivers and International and Cross- 5.08 D202 16:00- 6-Jun 355 Financial Performance Implications of Cultural Marketing 17:30 Green Competitive Advantage in Global Hotel Chains Leonidou Constantinos N. Organizational Capabilities Drivers and International and Cross- 5.08 D202 16:00- 6-Jun 355 Financial Performance Implications of Cultural Marketing 17:30 Green Competitive Advantage in Global Hotel Chains Lerat-Pytlak Jérome The DNA of Patronymic Brands Product and Brand 14.03 D101 14:00- 5-Jun 214 Management 15:30 Leroi-Werelds Sara Communicating Value from a Service Relationship Marketing 15.03 D505 09:00- 7-Jun 395 Logic Perspective: The Explicitness of the 10:30 Customer’s Resource Integrating Role in Advertising Leroi-Werelds Sara To Participate or Not to Participate? Relationship Marketing 15.03 D505 09:00- 7-Jun 394 Exploring the Perceived Customer Value 10:30 of Co-Production Letheren Kate Student Self-Assessment of Marketing Education 21.01 D403 09:00- 7-Jun 403 Performance: A Useful Learning Tool for 10:30 Students and Instructors? Leung Fanni F. Effects of Conventional Ads in A Digital Advertising, Promotion 1.03 D201 11:00- 5-Jun 171 Age: Effects of Internet and Conventional and Marketing 12:30 Advertising on Brand Awareness and Communications Desire in China Market Levrini Gabriel Discrimination Coping Responses: Low Marketing in Emerging 6.01 D304 09:00- 6-Jun 269 Income Consumers Stigma in Service and Transition 10:30 Encounters Economies Li Yi Exploring the Effects of Familiarity with Consumer Behaviour 3.09 D102 11:00- 6-Jun 296 Retail Environments on Consumers’ 12:30 Brand Search and Choice Li Jing Interconnected Channels: Competitive SIG 22.04 D301 11:00- 6-Jun 102 Cross-Channel Effects of The Introduction 12:30 of a New Online Channel Li Xiaolin Paying for Intermediate Output: A Field SIS 1 24.01 D301 16:00- 5-Jun 116 Intervention 17:30 Liebetrau Katharina The Influence of Participation in Pricing and Financial 13.03 D403 09:00- 6-Jun 281 Prediction Markets on Price Sensitivity Issues in Marketing 10:30 – An Experimental Study on Sporting Goods Lievens Annouk A Taxonomy Of Online Open Innovation Innovation and New 4.04 D302 16:00- 5-Jun 232 Platforms Product Development 17:30 Lievens Annouk Nature and Impact of Patients´ Network Services Marketing 18.01 D203 09:00- 5-Jun 165 Position on Value Co-Creation in Online 10:30 Health Care Communities Lievens Annouk Stakeholder Co-Creation Capabilities: SIG 22.03 D301 14:00- 5-Jun 99 Their Microfoundations and Impact 15:30 on Knowledge Creation During the Innovation Process Linehan Margaret Personal values towards automobiles of KSMS-GAMMA 23.03 D401 14:00- 5-Jun 130 younger age groups in Germany 15:30 Linzmajer Marc Customers’ Price Knowledge Revisited: A Pricing and Financial 13.02 D403 16:00- 5-Jun 240 Replication and Extension Issues in Marketing 17:30 Linzmajer Marc Shopping Motives in Mobile Commerce: New Technologies and 12.07 D504 16:00- 6-Jun 359 EMAC Conference

The Impact of Mobile Devices on E-Marketing 17:30 nd

Consumers' Purchase Intention 42

529 Last Name First Name Paper Title Track Session Room Time Date Page Lionakis Konstantinos The Moderation Effect of the External Sales Management and 17.02 D404 14:00- 6-Jun 338 Environment in the Relationship Personal Selling 15:30 between Marketing-Sales Conflict and Company Performance: An Exploratory Investigation Liu Martin Exploring What Types of Brand Related Consumer Behaviour 3.15 D102 09:00- 7-Jun 378 Information Interest Consumers within 10:30 Social Media Liu Honglei Social Network Analysis for Customer KSMS-GAMMA 23.02 D401 11:00- 5-Jun 125 Equity 12:30 Liu Honglei Social Network Analysis for Marketing KSMS-GAMMA 23.04 D401 16:00- 5-Jun 135 Journals 17:30 Liu Yuanyuan Unavailable Cake on the Menu: How Consumer Behaviour 3.13 D102 16:00- 6-Jun 352 Phantom Compromise Alternatives Alter 17:30 Indulgence Tendencies Lohmann Stefanie A Configurational Analysis of Alliance Business-to-Business 2.02 D303 11:00- 5-Jun 176 Management Capabilities in Technology Marketing & Networks 12:30 Transfer Lohmann Stefanie How Social Capital Elicits Member Relationship Marketing 15.05 D505 15:00- 7-Jun 453 Citizenship Behaviors – A Structural 16:30 Equation Model Lohmann Stefanie Successful Interorganizational Exchange: Relationship Marketing 15.05 D505 15:00- 7-Jun 453 Exploring the Role of Employee 16:30 Characteristics in Technology Transfer Loibl Wilhelm Usage Patterns of Semantic Web Formats Tourism Marketing 20.04 D405 16:00- 5-Jun 254 on Austrian Websites 17:30 Lombardot Eric Impact of E-Atmospheric Elements on New Technologies and 12.06 D504 11:00- 6-Jun 332 the Perceived Value of the Online Visit E-Marketing 12:30 Loos Jeanette “After The Game Is Before the Game!” Business-to-Business 2.03 D303 14:00- 5-Jun 200 – Renegotiation Insights From Business- Marketing & Networks 15:30 to-Business Marketing Literature Lopez Carmen Brands’ Contribution to a Country’s International and Cross- 5.01 D202 09:00- 5-Jun 156 Image Cultural Marketing 10:30 Lopez Manuela How to Promote an Unknown Tourism Marketing 20.03 D405 14:00- 5-Jun 224 Destination 15:30 Lopez Manuela Identify You!! Creating Brand Loyalty in New Technologies and 12.12 D502 11:00- 7-Jun 421 Online Social Networks E-Marketing 12:30 López Inés Consumers’ Catharsis and Service Services Marketing 18.04 D203 16:00- 5-Jun 250 Failure: The Moderating Role of Stability 17:30 Attributions and Regulatory Focus López Inés Looking for Revenge? Talk to a Stranger Consumer Behaviour 3.04 D103 14:00- 5-Jun 202 15:30 Lowe Ben Cultural Differences in the Perception of Advertising, Promotion 1.12 D201 15:00- 7-Jun 435 Product Placements in Films and Marketing 16:30 Communications Lucia Palacios Laura How Does Media Richness Influence New Technologies and 12.03 D504 14:00- 5-Jun 209 Attitude in a Mobile Purchase Decision? E-Marketing 15:30 An Analysis for Users and Non-Users Ludwig Stephan Boosting or Attenuating? The Llinguistic SIG 22.01 D301 09:00- 5-Jun 93 Features of Sentiment Strength in User 10:30 Generated Content Lunardo Renaud I Can't Stop Thinking About it! How Consumer Behaviour 3.10 D103 14:00- 6-Jun 319 Guilty Pleasures Make You Ruminate and 15:30 Feel Less Satisfied Lund Orquin Jacob Enhancing Product Label Effectiveness Marketing Research and 8.03 D501 11:00- 7-Jun 415 by Increasing Attention and Choice: Research Methodology 12:30 EMAC Conference

nd Combining Eye-Tracking and Choice

42 Methodologies

530 Last Name First Name Paper Title Track Session Room Time Date Page Luomala Harri Consumers’ Healthiness Images Inferred Consumer Behaviour 3.09 D102 11:00- 6-Jun 295 From Food Products: Moving beyond the 12:30 Healthy vs. Unhealthy Dichotomy Luque Martínez Teodoro The Role of Involvement in Graduates’ Marketing Education 21.02 D403 15:00- 7-Jun 459 Image of the University 16:30 Luukkanen Laura Financial Capability Among the Young: Social Responsibility, 19.10 D503 11:00- 7-Jun 431 Youth Perceptions of the Responsibilities Ethics and Consumer 12:30 of Organisations Promoting Financial Protection Capability Lymperopoulos Constantine Museum Visitor Intentions to Revisit and Marketing of Public and 7.01 D305 09:00- 6-Jun 271 Recommend Non-Profit Organisations 10:30 Macdonald Emma Enhancing Customer Perceived Value Relationship Marketing 15.03 D505 09:00- 7-Jun 394 Measurement: A Multidimensional Index 10:30 for Television Consumption Macdonald Emma Interconnected Identities: Enduring SIG 22.04 D301 11:00- 6-Jun 103 Identity Conflict in the Household 12:30 Macdonald Emma K. Multi-Touchpoint Customer Marketing Research and 8.04 D501 15:00- 7-Jun 444 Segmentation in Relational Contexts: Research Methodology 16:30 Using a Real-Time Experience Tracking Approach Mackintosh Anne Marie Young Adult Smokers’ Perceptions of Social Responsibility, 19.03 D503 14:00- 5-Jun 222 Pictorial Health Warnings on Cigarette Ethics and Consumer 15:30 Packaging in the UK: Lessons for Protection Warning Design Maclachlan Douglas L. Effects of Environmental Turbulence on Innovation and New 4.01 D302 09:00- 5-Jun 153 Knowledge Redundancy and Market Product Development 10:30 Information Processes Macovei Octav Privacy Concerns, Trust and Risk Social Responsibility, 19.02 D503 11:00- 5-Jun 194 Perception Effects on User Intention Ethics and Consumer 12:30 to Disclose Personal Data on Social Protection Networking Websites Maher Amro Readings of Global Appeal Ads by Young Advertising, Promotion 1.04 D304 11:00- 5-Jun 173 Women in the Arabian Gulf and Marketing 12:30 Communications Mahlamäki Tommi Makings of a Good B2B Salesperson - Sales Management and 17.01 D404 11:00- 6-Jun 312 Results from Two Studies Personal Selling 12:30 Mahr Dominik Innovate with Living Labs: An Empirical Innovation and New 4.05 D302 09:00- 6-Jun 266 Analysis of Their Role During Knowledge Product Development 10:30 Creation Mahr Dominik Nature and Impact of Patients´ Network Services Marketing 18.01 D203 09:00- 5-Jun 165 Position on Value Co-Creation in Online 10:30 Health Care Communities Mahr Dominik Stakeholder Co-Creation Capabilities: SIG 22.03 D301 14:00- 5-Jun 99 Their Microfoundations and Impact 15:30 on Knowledge Creation During the Innovation Process Mai Robert Bridging the Attitude-Behavior Gap Consumer Behaviour 3.13 D102 16:00- 6-Jun 351 in Healthy Food Consumption: The 17:30 Moderating Role of Implicit Associations Mai Robert Effective Incentives for Buzz Marketing: Advertising, Promotion 1.08 D201 11:00- 6-Jun 292 How Moral Concern Moderates the and Marketing 12:30 Willingness to Engage as Buzz Agents Communications Mai Li-Wei The Effects of Media Exposure on the Advertising, Promotion 1.08 D201 11:00- 6-Jun 290 Levels of Body Dissatisfaction and and Marketing 12:30 Muscle Dysmorphia in Men Communications Maklan Stan Guilt and Pride in Self-Regulation: An Social Responsibility, 19.08 D503 16:00- 6-Jun 368 EMAC Conference

Exploration in Sustainability and Ethical Ethics and Consumer 17:30 nd

Consumption Protection 42

531 Last Name First Name Paper Title Track Session Room Time Date Page Malciute Justina Customer Brand Engagement on Online Services Marketing 18.02 D203 11:00- 5-Jun 192 Social Media Platforms: A Conceptual 12:30 Model and Empirical Analysis Malshe Avinash Sales-Marketing Interface and Company Sales Management and 17.02 D404 14:00- 6-Jun 337 Performance. Is Information Use the Personal Selling 15:30 Missing Link? Mantau Alexandra No More “Lost in Translation“ by International and Cross- 5.05 D202 09:00- 6-Jun 267 Applying Sound Symbolism in Cultural Marketing 10:30 International Brand Names Marchetti Renato Looking for the Hierarchical Structure Marketing in Emerging 6.04 D304 09:00- 7-Jun 382 That Drives Brasilians’ Consumer and Transition 10:30 Decisions in Shopping Centers Economies Martínez García De Patricia An Explanation of How Customers Social Responsibility, 19.11 D503 15:00- 7-Jun 456 Leaniz Perceive CSR Image Based on their CSR Ethics and Consumer 16:30 Involvement Protection Martínez García De Patricia The Influence of CSR on Customer Social Responsibility, 19.11 D503 15:00- 7-Jun 457 Leaniz Loyalty and the Mediation Effect of Ethics and Consumer 16:30 Consumer Identification with the Protection Company Martínez-López Francisco J. A Subset Statistical Design Approach to Marketing Research and 8.04 D501 15:00- 7-Jun 443 Improve the Performance of Conjoint Research Methodology 16:30 Analysis in Marketing Research Martins Eduardo Service Quality - The Case of the Banking Services Marketing 18.09 D203 09:00- 7-Jun 398 Sector in Portugal 10:30 Marti-Parreño Jose Assessing Teenagers’ Behaviour Towards New Technologies and 12.04 D504 16:00- 5-Jun 238 Mobile Advertising: Opening and E-Marketing 17:30 Forwarding Marzocchi Gian Luca Construal-Level Based Biases in Common Marketing Research and 8.03 D501 11:00- 7-Jun 415 Marketing Research Techniques: Conjoint Research Methodology 12:30 Analysis and Perceptual Mapping Mas-Ruiz Francisco Incumbent Cost Response to Market Marketing Strategy and 9.01 D402 09:00- 6-Jun 273 Entry: Exploring the Effect of Switching Leadership 10:30 Costs in the Spanish Domestic Airline Sector 2000-2009 Mathew Chylinski “Attribute-Competition” or Rational Consumer Behaviour 3.20 D102 15:00- 7-Jun 439 Inference in Consumer Multi-Attribute 16:30 Utility Judgments? A Bayesian Interpretation of Common “Attribute- Competition” Effects During Preference Learning Mathwick Charla By The Power of Social Media… I Consumer Behaviour 3.15 D102 09:00- 7-Jun 377 Have the Power! A Critical Review of 10:30 Consumer Empowerment in the Social Network Era Matsatsinis Nikolaos A New Nature-Inspired Mechanism Modelling and 11.01 D501 09:00- 6-Jun 276 for Market Segmentation: Empirical Forecasting 10:30 Implementation and Evaluation Matta Shashi Can I Get a Helping Hand? Maybe Not: Services Marketing 18.01 D203 09:00- 5-Jun 166 Understanding Co-Production in Service 10:30 Recovery Processes Mattila Pekka Constructing Moral Legitimacy Advertising, Promotion 1.12 D201 15:00- 7-Jun 436 of Products through Story-Telling and Marketing 16:30 Strategies Communications Matzler Kurt Switching Experience, Customer Business-to-Business 2.04 D303 16:00- 5-Jun 228 Satisfaction, and Switching Costs in B2B Marketing & Networks 17:30 Telecommunication Services EMAC Conference

nd Matzler Kurt Virtual Co-Creation from a Stakeholder Innovation and New 4.05 D302 09:00- 6-Jun 265

42 Network Perspective Product Development 10:30

532 Last Name First Name Paper Title Track Session Room Time Date Page Mau Gunnar Analysing Customer Behaviour in Retailing, Channel 16.05 D404 09:00- 6-Jun 285 Multi Channel Retailing across the Management and 10:30 Purchase Process Using a Multi-State Logistics Markov-Model Mavragani Eleni Museum Visitor Intentions to Revisit and Marketing of Public and 7.01 D305 09:00- 6-Jun 271 Recommend Non-Profit Organisations 10:30 Maydeu-Olivares Alberto The Influence of High-Technology and International and Cross- 5.04 D202 16:00- 5-Jun 235 Luxury Co-Branding Strategies on Cultural Marketing 17:30 Cross-Cultural Consumer Evaluation and Purchase Intention Mazodier Marc The Roles of Consumer Ethnocentrism Advertising, Promotion 1.09 D201 16:00- 6-Jun 346 and Cosmopolitanism in Sponsorship and Marketing 17:30 Effects Communications Mccabe Scott Profiling the Travel Bloggers: An Tourism Marketing 20.05 D405 16:00- 6-Jun 370 Exploratory Study 17:30 Mcginn Kerrie Once Upon a Time...The Power of Advertising, Promotion 1.02 D304 09:00- 5-Jun 146 Narrative over Metaphor for Services and Marketing 10:30 Advertising Communications Mcgoldrick Peter Social and Environmental Dimensions International and Cross- 5.01 D202 09:00- 5-Jun 156 of COO Image Cultural Marketing 10:30 Mcgouran Cathy “Weighty Issues and Hairy Times” Consumer Behaviour 3.06 D103 09:00- 6-Jun 261 an Analysis of Women’s Self Concept 10:30 and Body Image in The Context of a Voluntary Simplicity Study. Meik Julia Shopping Motives in Mobile Commerce: New Technologies and 12.07 D504 16:00- 6-Jun 359 The Impact of Mobile Devices on E-Marketing 17:30 Consumers' Purchase Intention Mele Cristina Service Innovation: A Social Construction Services Marketing 18.08 D203 16:00- 6-Jun 367 View 17:30 Melero Polo Iguácel Managing Complaints to Improve Relationship Marketing 15.04 D505 11:00- 7-Jun 425 Customer Profitability 12:30 Melewar T. C. Brand Perceived Value: The Development Product and Brand 14.04 D101 16:00- 5-Jun 242 of a Multidimensional Scale Management 17:30 Melia Monia A Practice Based Approach to Value Services Marketing 18.01 D203 09:00- 5-Jun 165 Co-Creation: Focus on The Healthcare 10:30 Context Melia Monia The Virtual Brand Community’s Design To New Technologies and 12.14 D502 15:00- 7-Jun 450 Enhance Firm’s Creativity: An Italian Case E-Marketing 16:30 Melnyk Vladimir Show Me How to Achieve My Goals: Consumer Behaviour 3.04 D103 14:00- 5-Jun 201 The Effect of Regulatory Focus on the 15:30 Influence of Social Norms Merken Anne Communicating Value from a Service Relationship Marketing 15.03 D505 09:00- 7-Jun 395 Logic Perspective: The Explicitness of the 10:30 Customer’s Resource Integrating Role in Advertising Merken Anne To Participate or Not to Participate? Relationship Marketing 15.03 D505 09:00- 7-Jun 394 Exploring the Perceived Customer Value 10:30 of Co-Production Merunka Dwight The Influence of Territory of Origin on International and Cross- 5.01 D202 09:00- 5-Jun 155 Product’s Authenticity and Consumer’s Cultural Marketing 10:30 Self-Product Connection Meucci Nique Walter Other Customer Perception Scale Marketing in Emerging 6.01 D304 09:00- 6-Jun 270 Adaptation for the Brazilian Context and Transition 10:30 Economies Meyer-Waarden Lars A Theoretical Extension of the New Technologies and 12.03 D504 14:00- 5-Jun 209 Technology Acceptance Model (TAM) to E-Marketing 15:30 EMAC Conference

Explain the Adoption and the Usage of nd

New Digital Services 42 Meyer-Waarden Lars Decision Support for Valuing Customers Modelling and 11.01 D501 09:00- 6-Jun 276 as Restful Web Services Forecasting 10:30 533 Last Name First Name Paper Title Track Session Room Time Date Page Meyer-Waarden Lars The Effects of Purchase Orientations on Relationship Marketing 15.01 D505 14:00- 5-Jun 214 Perceived Loyalty Programs’ Benefits 15:30 and Loyalty Meyer-Waarden Lars The Long-Term Impact of Sales Advertising, Promotion 1.10 D201 09:00- 7-Jun 374 Promotions on Customer Equity and Marketing 10:30 Communications Meyners Jannik The Role of Geographic Distance Relationship Marketing 15.04 D505 11:00- 7-Jun 425 on Product Adoption and Customer 12:30 Referrals for Digital Natives and Digital Immigrants Micevski Milena Measuring Social Identity in Sales Management and 17.02 D404 14:00- 6-Jun 337 Interfunctional Research in Marketing Personal Selling 15:30 Micevski Milena The Effects of Radical Firm Marketing in Emerging 6.02 D304 11:00- 6-Jun 302 Innovativeness, Managerial Ties and and Transition 12:30 Entrepreneurial Orientation on Firm Economies Performance Michel Stefan Capturing Value in Business Solutions Business-to-Business 2.08 D303 16:00- 6-Jun 347 – Strategic Paths from an Interactive Marketing & Networks 17:30 System Perspective Michel Elena The Role of Information Intermediaries Advertising, Promotion 1.06 D201 16:00- 5-Jun 227 in Financial Markets: Disentangling the and Marketing 17:30 Relationship between Media Coverage, Communications Financial Analysts, and Investors Mikkola Toni Makings of a Good B2B Salesperson - Sales Management and 17.01 D404 11:00- 6-Jun 312 Results from Two Studies Personal Selling 12:30 Mikolon Sven A Multilevel Investigation of Emotional Services Marketing 18.06 D203 11:00- 6-Jun 313 Proletarians’ Stigma in Frontline 12:30 Encounters Milse Stephanie Dropping out of School: A Consumers’ Consumer Behaviour 3.05 D103 16:00- 5-Jun 230 Tale of (In)stability 17:30 Miniero Giulia Green Behavior: How to Encourage It? Consumer Behaviour 3.06 D103 09:00- 6-Jun 262 10:30 Minnema Alec Take It or Leave It: The Effect of User SIG 22.01 D301 09:00- 5-Jun 92 Generated Content on Product Returns 10:30 Mitev Ariel The Analysis of the Burnout Syndrom Sales Management and 17.04 D404 11:00- 7-Jun 427 Among Hungarian Salespeople Personal Selling 12:30 Mitschke Ferdinand Preserving Brand Luxury Online? An Product and Brand 14.05 D101 09:00- 6-Jun 282 Examination of Luxury Homepage Management 10:30 Design Modig Erik Could It Be Best to Avoid Consumers in Innovation and New 4.10 D302 11:00- 7-Jun 413 New Product Development? Exploring Product Development 12:30 the Impact on Brand Uniqueness and Self-Brand Connection Moeini Jazani Mehrad Women Seek More Variety When Closer Consumer Behaviour 3.18 D304 11:00- 7-Jun 411 to Ovulation 12:30 Moeller Sabine The VAE-Chain of Non-Ownership Services Marketing 18.11 D203 15:00- 7-Jun 455 Services 16:30 Mohamad Mahadzirah The Effects of Service Recovery Tourism Marketing 20.07 D405 11:00- 7-Jun 433 Satisfaction in The Hotel Industry 12:30 on Destination Image and Post-Trip Behaviour Intention Molinari Melania Social Media Performance Management: Marketing Strategy and 9.04 D402 11:00- 7-Jun 418 A Market-Oriented Analysis Of Direct and Leadership 12:30 Moderating Effects Montagnini Francesca The Role of Consumers in Developing Social Responsibility, 19.01 D503 09:00- 5-Jun 167 Ethically Oriented Business Models: Ethics and Consumer 10:30 EMAC Conference

nd Cases from the Food Industry Protection

42 Montaguti Elisa It is Not Me! So I Customize It! Consumer Behaviour 3.01 D103 09:00- 5-Jun 149 10:30 534 Last Name First Name Paper Title Track Session Room Time Date Page Montaña Jordi Effects of Brand Identification in Relationship Marketing 15.02 D505 16:00- 5-Jun 245 Consumer-Brand Relationships 17:30 Moodie Crawford Young Adult Smokers’ Perceptions of Social Responsibility, 19.03 D503 14:00- 5-Jun 222 Pictorial Health Warnings on Cigarette Ethics and Consumer 15:30 Packaging in the UK: Lessons for Protection Warning Design Moons Ingrid The Role of Emotions for the Usage Innovation and New 4.10 D302 11:00- 7-Jun 413 Intention of the Electric Car: A Product Development 12:30 Multigroup Comparison in the Belgian Context Moraes Caroline Collaboration in the Marketplace: Consumer Behaviour 3.01 D103 09:00- 5-Jun 149 Identifying the Critical Differences 10:30 between Prosumption and Consumer Co-Creation Morgan Robert E. New Product Creativity: Multi-Level Innovation and New 4.03 D302 14:00- 5-Jun 203 Meta-Analytic Insights and Empirical Product Development 15:30 Generalizations Morgan Robert Operational Exchange in Collaborative Business-to-Business 2.05 D303 09:00- 6-Jun 259 Business to Business Alliances: Marketing & Networks 10:30 Antecedents and the Impact of Firm Size Morhart Felicitas Segmenting the Market for Sharing Consumer Behaviour 3.08 D103 11:00- 6-Jun 294 Businesses 12:30 Morrison Pamela The Influence of Expectations on Airline Tourism Marketing 20.01 D405 09:00- 5-Jun 169 Stakeholders’ Beliefs, Attitudes and 10:30 Behavioural Intentions Morrongiello Caroline Converting Opinion Seekers in Opinion New Technologies and 12.13 D504 15:00- 7-Jun 447 Givers in the Tourism Industry: Building E-Marketing 16:30 Trust is Critical! Morschett Dirk Analysing Customer Behaviour in Retailing, Channel 16.05 D404 09:00- 6-Jun 285 Multi Channel Retailing across the Management and 10:30 Purchase Process Using a Multi-State Logistics Markov-Model Morschett Dirk Building a Strong Retail Brand: A Retailing, Channel 16.03 D404 14:00- 5-Jun 217 Comparative Analysis of Non-Food- Management and 15:30 Retail Sectors Logistics Morschett Dirk Do Regional Marketing Projects Form Tourism Marketing 20.03 D405 14:00- 5-Jun 224 Regional Image or Is It the Other Way 15:30 Around? An Analysis of the Direction of Effects Mostafa Rania The Mediation Effect of Technology and New Technologies and 12.01 D504 09:00- 5-Jun 159 Trust Attitude in Mobile Banking E-Marketing 10:30 Moyeda-Carabaza Alberto Identify You!! Creating Brand Loyalty in New Technologies and 12.12 D502 11:00- 7-Jun 421 Online Social Networks E-Marketing 12:30 Möller Jana Brand Identification by Product Design Product and Brand 14.03 D101 14:00- 5-Jun 212 in Different Evaluation Modes Management 15:30 Mueller Daniela Demonstrative Adoption of Innovative Business-to-Business 2.07 D303 14:00- 6-Jun 319 Products Within Organizations - The Case Marketing & Networks 15:30 of Battery Electric Vehicles Mueller Karsten Drivers of Responsible Consumption Social Responsibility, 19.08 D503 16:00- 6-Jun 369 Ethics and Consumer 17:30 Protection Mueller Loose Simone Enhancing Product Label Effectiveness Marketing Research and 8.03 D501 11:00- 7-Jun 415 by Increasing Attention and Choice: Research Methodology 12:30 Combining Eye-Tracking and Choice Methodologies Muenkhoff Eva How to Prolong a Sales Promotion – Ex- Advertising, Promotion 1.10 D201 09:00- 7-Jun 373 EMAC Conference

Post Time Extension versus Reframing and Marketing 10:30 nd

Communications 42

535 Last Name First Name Paper Title Track Session Room Time Date Page Muenkhoff Eva Threat and Normative Appeals to Reduce Retailing, Channel 16.02 D404 11:00- 5-Jun 190 Product Returns in Online Retailing – An Management and 12:30 Effective Marketing Practice? Logistics Mukherjee Ashesh Mortality Salience and Product Consumer Behaviour 3.16 D103 11:00- 7-Jun 409 Evaluation: Role of Self versus Loved 12:30 Ones Muller Prado Paulo Henrique Effects of Brand Identification in Relationship Marketing 15.02 D505 16:00- 5-Jun 245 Consumer-Brand Relationships 17:30 Muniz Karlan The Archetypes within Consumer Consumer Behaviour 3.14 D103 09:00- 7-Jun 375 Narratives: An Approach Capable of 10:30 Explaining the Consumer-Brand Desire and Relationship Munnukka Juha Credibility of a “Real Person” Endorser Advertising, Promotion 1.08 D201 11:00- 6-Jun 291 and Advertising Effectiveness and Marketing 12:30 Communications Muravskii Daniil Exploring the Brand Ecosystem: May Product and Brand 14.06 D101 11:00- 6-Jun 310 All Who Enter as Guests Leave as Brand Management 12:30 Allies! Murias Pilar Customer Orientation and SME Export International and Cross- 5.03 D202 14:00- 5-Jun 206 Performance: Insights from Italian Cultural Marketing 15:30 Manufacturing Firms Murphy Patrick Managers' Perceptions of CSR Practices Social Responsibility, 19.06 D503 11:00- 6-Jun 316 Ethics and Consumer 12:30 Protection Murto Pekka From Mood Boards to Design Drivers: Innovation and New 4.02 D302 11:00- 5-Jun 180 Understanding User Inferences of Product Development 12:30 Environmental Sustainability in the Early Stages of Green Product Development Müller Andreas Status Signaling Through Consumption Marketing Theory 10.01 D501 14:00- 5-Jun 208 Choices: ‘the Theory Of The Leisure Class’ 15:30 and Luxury Brand Life-Cycles and Cross- Cultural Brand Transfers N Gobo Paul Explaining Cross-Country Differences in Innovation and New 4.08 D302 16:00- 6-Jun 353 The Effects of R&D Expenditures on Risk Product Development 17:30 and Stock Returns Nacar Ramazan The Moderating Role of Host Country Marketing in Emerging 6.03 D304 14:00- 6-Jun 328 Selection in EU for Direct Investment of and Transition 15:30 Turkish MNCS Economies Nam Hyung Doo Is there Social Capital on the Fashion KSMS-GAMMA 23.04 D401 16:00- 5-Jun 134 Social Platform? Marketing and Legal 17:30 Perspectives Narasimhan Om Paying for Intermediate Output: A Field SIS 1 24.01 D301 16:00- 5-Jun 116 Intervention 17:30 Naudé Peter Understanding; Organisational Business-to-Business 2.02 D303 11:00- 5-Jun 175 Networking Behaviours in the Context of Marketing & Networks 12:30 the UK Manufacturing Sector Nel Jacques A Cross-National Comparison of the New Technologies and 12.11 D504 11:00- 7-Jun 419 Formation of Behavioural Intention to E-Marketing 12:30 Like A Brand'S Facebook Fan Page: South Africa vs. Germany Nel Jacques Cellphone Banking Use Intentions in a New Technologies and 12.01 D504 09:00- 5-Jun 159 Concurrent Channel Context E-Marketing 10:30 Nelson-Field Karen Do Highly Emotive Commercials Drive Consumer Behaviour 3.20 D102 15:00- 7-Jun 439 Sales? A Single-Source Approach 16:30 Nenycz-Thiel Magda Cross-Category Buying of Private Label Product and Brand 14.07 D101 14:00- 6-Jun 335 Brands: The Influence of Category Management 15:30 EMAC Conference

nd Similarity and Brand Tier

42 Ness Håvard Network Position and Tourism Firms' Tourism Marketing 20.03 D405 14:00- 5-Jun 223 Co-Branding Practice 15:30 536 Last Name First Name Paper Title Track Session Room Time Date Page Neumann Natalie Transferring the Capabilities of Digital Advertising, Promotion 1.09 D201 16:00- 6-Jun 345 Media to Print Advertisements – An and Marketing 17:30 Investigation of The Effects of Interactive Communications and Vivid QR Code Content on Consumer Attitudes and Behavior Newholm Terry Social and Environmental Dimensions International and Cross- 5.01 D202 09:00- 5-Jun 156 of COO Image Cultural Marketing 10:30 N'Goala Gilles Converting Opinion Seekers in Opinion New Technologies and 12.13 D504 15:00- 7-Jun 447 Givers in the Tourism Industry: Building E-Marketing 16:30 Trust is Critical! Nguyen Bang An Integrated Model of Consumer Product and Brand 14.01 D101 09:00- 5-Jun 162 Attitudes towards a Firm’s Brand Management 10:30 Likeability Nguyen Cathy The Value of Donating Money versus Marketing of Public and 7.03 D305 14:00- 6-Jun 330 Goods: Examining The Charity Brand Non-Profit Organisations 15:30 Equity of Individual Supporters Nicholson Michael Impulsivity and Impulse Buying: A Cross- Marketing in Emerging 6.03 D304 14:00- 6-Jun 327 National Examination and Transition 15:30 Economies Niemand Thomas Who Says What to Whom in Facebook New Technologies and 12.09 D504 09:00- 7-Jun 389 with What Effect? Investigating E-Marketing 10:30 Electronic Word of Mouth Communication with the Lasswell Formula Nijssen Edwin Disentangling The Effects of Role Services Marketing 18.07 D203 14:00- 6-Jun 339 Stress on Service Performance: The 15:30 Role of Frontline Employees’ Ideas for Improvement Nijssen Edwin J. The Capabilities and Performance of Sales Management and 17.03 D404 09:00- 7-Jun 396 Ambidextrous Sales Organizations Personal Selling 10:30 Nique Walter Meucci Designed and Assembled in an Emerging Marketing in Emerging 6.01 D304 09:00- 6-Jun 269 Market: Consumer Ethnocentrism and and Transition 10:30 Country of Origin Effects of Chinese and Economies Indian Products in Brazil Niza Cláudia Normative Influences on Consumption: Social Responsibility, 19.09 D503 09:00- 7-Jun 400 The Mediating Role of Personal Norms in Ethics and Consumer 10:30 Healthy Eating Protection Nohutlu Zeynep Didem A Taxonomy Of Online Open Innovation Innovation and New 4.04 D302 16:00- 5-Jun 232 Platforms Product Development 17:30 Novak Tom By The Power of Social Media… I Consumer Behaviour 3.15 D102 09:00- 7-Jun 377 Have the Power! A Critical Review of 10:30 Consumer Empowerment in the Social Network Era Novello Simone An Investigation of The Role of Marketing in Emerging 6.03 D304 14:00- 6-Jun 328 Managers’ Personal Values in Creating A and Transition 15:30 Market Orientation: Evidence From Brazil Economies Novello Simone Customer Orientation and SME Export International and Cross- 5.03 D202 14:00- 5-Jun 206 Performance: Insights from Italian Cultural Marketing 15:30 Manufacturing Firms Nunes Joseph C. The Effect of Critical Evaluation on SIG 22.02 D301 11:00- 5-Jun 95 Aesthetic Innovation: Debunking the 12:30 Myth of Designer as Dictator Obeidat Zaid Online Consumer Revenge: Forms & Social Responsibility, 19.09 D503 09:00- 7-Jun 400 Causes Ethics and Consumer 10:30 Protection O'Cass Aron New Product Success via Exploration and Innovation and New 4.01 D302 09:00- 5-Jun 153 EMAC Conference

Exploitation Across Multiple Levels and Product Development 10:30 nd

Functional Areas 42

537 Last Name First Name Paper Title Track Session Room Time Date Page Oikarinen Eeva-Liisa Experiment on the Effects of Humor in Advertising, Promotion 1.04 D304 11:00- 5-Jun 174 Digital Job Ad and Marketing 12:30 Communications Okyay Ata Lale Fear Not, for You Can Help! The Effect Consumer Behaviour 3.10 D103 14:00- 6-Jun 320 of Fear of Failure and Self-Construal on 15:30 Charitable Giving Oliveira João S. A Preliminary Test of a Multi-Level SIG 22.06 D301 09:00- 7-Jun 108 Model of Adaptation and Export Venture 10:30 Performance Olkkonen Rami Cadogan & Lee’s (2010) Suggestion Marketing Research and 8.01 D501 09:00- 5-Jun 157 For Measuring Endogenous Formative Research Methodology 10:30 Variables: An Empirical Example Olsen Lars Erling The Multiple Roles of Fit Between Brand Product and Brand 14.11 D101 15:00- 7-Jun 452 Alliance Partners in Alliance Attitude Management 16:30 Formation Omar Suha Investigating Service Quality and Services Marketing 18.09 D203 09:00- 7-Jun 399 Value in He: Rethinking The Generic 10:30 Measurement Scales of Service Quality in Multi-Unit Services. Ommen Nils Demonstrative Adoption of Innovative Business-to-Business 2.07 D303 14:00- 6-Jun 319 Products Within Organizations - The Case Marketing & Networks 15:30 of Battery Electric Vehicles Ommen Nils O. Innovation Management in Franchise Retailing, Channel 16.04 D404 16:00- 5-Jun 246 Networks – The Role of Franchisee Management and 17:30 Participation Logistics Ono Akinori Product and Ingredient Branding in a Product and Brand 14.07 D101 14:00- 6-Jun 336 Mass Customization System Management 15:30 Onrust Marjolijn When Doing Good Leads to Increased Social Responsibility, 19.11 D503 15:00- 7-Jun 457 Customer Loyalty – A Contingency Ethics and Consumer 16:30 Perspective Protection Orazi Davide Christian Scare Me to Stop: The Effectiveness of Marketing of Public and 7.04 D305 16:00- 6-Jun 358 Physical and Social Fear Appeals on Non-Profit Organisations 17:30 Different Audiences in Anti-Drink Driving Campaigns Ordabayeva Nailya The Additive Change Heuristic: A Model SIG 22.02 D301 11:00- 5-Jun 97 to Predict Consumers’ Package Size 12:30 Impressions and Manage Packaging Design Orsingher Chiara Online and Offline Referral Reward Services Marketing 18.03 D203 14:00- 5-Jun 219 Programs 15:30 Orsingher Chiara Redoubling Emotions: An Analysis of Services Marketing 18.10 D203 11:00- 7-Jun 429 Customers’ Emotional Patterns Following 12:30 Service Failure and Recovery Orus Carlos What Does the Consumer Bring to the Consumer Behaviour 3.03 D103 11:00- 5-Jun 177 Store? Exploring the Online-offline 12:30 Search Experience Orzan Mihai Privacy Concerns, Trust and Risk Social Responsibility, 19.02 D503 11:00- 5-Jun 194 Perception Effects on User Intention Ethics and Consumer 12:30 to Disclose Personal Data on Social Protection Networking Websites Oswald Axel Wolfram Hierarchical Bayes Approach for Consumer Behaviour 3.09 D102 11:00- 6-Jun 297 Analyzing The Impact of Labeling on the 12:30 Country of Origin Effect Ott Evelyn How Sellers Can Be Ambitious in Price Business-to-Business 2.03 D303 14:00- 5-Jun 199 Negotiations without Harming the Marketing & Networks 15:30 Buyer-Seller Relationship EMAC Conference nd 42

538 Last Name First Name Paper Title Track Session Room Time Date Page Ou Yi-Chun The Moderating Role of Industry and Relationship Marketing 15.04 D505 11:00- 7-Jun 426 Firm Characteristics on the Effects 12:30 of Value Equity, Brand Equity, and Relationship Equity on Loyalty Overmars Suzanne How Product Representation Shapes New Technologies and 12.14 D502 15:00- 7-Jun 449 Virtual Experiences and Re-Patronage E-Marketing 16:30 Intention: The Role of Mental Imagery Processing and Experiential Value Ozgen Ozge Purchasing Behavior of Islamic Brands: Product and Brand 14.10 D101 11:00- 7-Jun 424 An Experimental Research Management 12:30 Ozretic-Dosen Durdana Clustering Consumers of Private Labels Marketing in Emerging 6.04 D304 09:00- 7-Jun 381 in the Growth Stage of the Product and Transition 10:30 Life Cycle Economies Ozsomer Aysegul The Blind Leading The Blind? How Marketing Strategy and 9.04 D402 11:00- 7-Jun 417 Companies Follow Similar Brands Leadership 12:30 in Advertising Spending Across The Business Cycle Ozturan Peren The Blind Leading The Blind? How Marketing Strategy and 9.04 D402 11:00- 7-Jun 417 Companies Follow Similar Brands Leadership 12:30 in Advertising Spending Across The Business Cycle Önçüler Ayse Unavailable Cake on the Menu: How Consumer Behaviour 3.13 D102 16:00- 6-Jun 352 Phantom Compromise Alternatives Alter 17:30 Indulgence Tendencies Önder İrem Where to Go Next? Mapping Multi Tourism Marketing 20.04 D405 16:00- 5-Jun 253 Destination Trips Using Geotagged 17:30 Photographs Özdemir Sena Market Orientation, Interfirm Marketing Strategy and 9.05 D402 15:00- 7-Jun 445 Cooperation and Firm Performance: Leadership 16:30 An Examination of Mediation and Moderation Effects Özer Alper The Impact of Political Animosity on Consumer Behaviour 3.07 D102 09:00- 6-Jun 264 Consumers’ Willingness to Buy Foreign 10:30 Products Pace Stefano The Effects of Luxury Conceptualization Consumer Behaviour 3.02 D102 09:00- 5-Jun 152 on Counterfeit Possession: An Empirical 10:30 Exploration with Consumers Paillasson Florian Modelling Facebook Users’ Activity New Technologies and 12.09 D504 09:00- 7-Jun 389 to Information Diffusion in the Social E-Marketing 10:30 Network Palacios Fenech Javier Do Prosocials Compensate or Punish Marketing of Public and 7.02 D305 11:00- 6-Jun 303 Independent Fundraisers? The Role Non-Profit Organisations 12:30 of Joint Outcomes and Equality in Outcomes Palazon Mariola Brand Love in Virtual Communities Product and Brand 14.01 D101 09:00- 5-Jun 161 Management 10:30 Palazon Mariola Likes and Comments: Feedback on Brand New Technologies and 12.10 D502 09:00- 7-Jun 391 Pages Determines Attitudes and Social E-Marketing 10:30 Recognition Palmatier Robert W. The Effect of Loyalty Programs on Target Relationship Marketing 15.01 D505 14:00- 5-Jun 215 and Bystander Customers: A Customer 15:30 Portfolio Perspective on Loyalty Program Performance Panagopoulos Nikolaos The Influence of Sales Force Control Sales Management and 17.03 D404 09:00- 7-Jun 397 Systems on Salespeople's Customer- Personal Selling 10:30 Oriented Selling, Adaptive Selling and EMAC Conference

Sales Unit Effectiveness nd

Pandelaere Mario Exposure to Sex Cues: Does Size Matter? Consumer Behaviour 3.12 D103 16:00- 6-Jun 350 42 17:30 539 Last Name First Name Paper Title Track Session Room Time Date Page Pandelaere Mario The Curious Case of Curiosity : Consumer Behaviour 3.10 D103 14:00- 6-Jun 320 Unpleasant Advertising and Curiosity 15:30 Abstract Pandelaere Mario The Impact of Media Multitasking Advertising, Promotion 1.06 D201 16:00- 5-Jun 226 on Media Enjoyment and Cognitive and Marketing 17:30 Processing Styles: Implications for Communications Advertising Outcomes Pandelaere Mario When Being Consistent Matters: The Consumer Behaviour 3.12 D103 16:00- 6-Jun 351 Effect of Valence Consistency on Review 17:30 Helpfulness Panopoulos Anastasios Investigation of E-Public Relations’ New Technologies and 12.06 D504 14:00- 6-Jun 334 Adoption Construct E-Marketing 15:30 Papadopoulou Panagiota How Can Social Networks Systems Be Social Responsibility, 19.02 D503 11:00- 5-Jun 194 an M-Commerce Strategic Weapon? Ethics and Consumer 12:30 Privacy Concerns Based on Consumer Protection Satisfaction Papista Erifili The Role of Store Characteristics into Relationship Marketing 15.02 D505 16:00- 5-Jun 245 Building the Relationship with the Brand 17:30 Parguel Beatrice Counterproductive Environmental Social Responsibility, 19.08 D503 14:00- 6-Jun 342 Performance Displays: Lessons from the Ethics and Consumer 15:30 Automotive Sector Protection Parry Sara The Influence of Individual-Level International and Cross- 5.08 D202 16:00- 6-Jun 355 Cultural Values on Antecedents of Cultural Marketing 17:30 Perceived Value of A Social Marketing Website: A Multi-Country Analysis Parry Sara Towards an Understanding of the Role Social Responsibility, 19.07 D503 14:00- 6-Jun 342 of Place Attachment in Developing Ethics and Consumer 15:30 Regulations on Curbing Smoking in Protection Private Shared Places Pastore Alberto Social Commerce: Managerial Challenges New Technologies and 12.11 D504 11:00- 7-Jun 419 and Marketing Opportunities: A E-Marketing 12:30 Qualitative Study Patim Isabel Service Quality - The Case of the Banking Services Marketing 18.09 D203 09:00- 7-Jun 398 Sector in Portugal 10:30 Paul Michael One Retailer, One Product, Two Retailing, Channel 16.04 D404 16:00- 5-Jun 247 Prices - Effects of Channel-Based Price Management and 17:30 Differentiation on Customer Retention Logistics and Feasibility Conditions Paulssen Marcel When Implicit Promises are Broken: The Relationship Marketing 15.02 D505 16:00- 5-Jun 244 Role of Relational Norms in Consumers’ 17:30 Reactions to Brand Transgressions Pauwels Koen Apps appeal: Where in the world are SIS 1 24.01 D301 16:00- 5-Jun 118 consumers sensitive to price, ratings and 17:30 product characteristics? Pauwels Koen Exploring Context Effects with Consumer SIS 1 24.01 D301 16:00- 5-Jun 117 Mindset Data across Cultures 17:30 Pauwels Koen Exposure versus Engagement: How Modelling and 11.02 D501 11:00- 6-Jun 308 Social Media Use Drives Repurchase Forecasting 12:30 and E-Wom Pauwels Koen Price War Journalism: Oil on the Pricing and Financial 13.04 D403 16:00- 6-Jun 362 Fire? How Media Coverage Impacts Issues in Marketing 17:30 Consumers and Investors Pauwels Koen The Blind Leading The Blind? How Marketing Strategy and 9.04 D402 11:00- 7-Jun 417 Companies Follow Similar Brands Leadership 12:30 in Advertising Spending Across The Business Cycle EMAC Conference

nd Pauwels Koen The Dynamics of Groupon: Repeat New Technologies and 12.05 D504 09:00- 6-Jun 278

42 Purchase and Word-of-Mouth after the E-Marketing 10:30 Deep Discount 540 Last Name First Name Paper Title Track Session Room Time Date Page Pelet Jean-Eric How Can Social Networks Systems Be Social Responsibility, 19.02 D503 11:00- 5-Jun 194 an M-Commerce Strategic Weapon? Ethics and Consumer 12:30 Privacy Concerns Based on Consumer Protection Satisfaction Penaloza Lisa The Articulation of Value at a Market Consumer Behaviour 3.19 D103 15:00- 7-Jun 438 Level 16:30 Peppard Joe Interconnected Practices: How Meaning SIG 22.04 D301 11:00- 6-Jun 104 can be Lost in Translation 12:30 Pérez López Raúl How Does Media Richness Influence New Technologies and 12.03 D504 14:00- 5-Jun 209 Attitude in a Mobile Purchase Decision? E-Marketing 15:30 An Analysis for Users and Non-Users Pérez Ruiz Andrea An Explanation of How Customers Social Responsibility, 19.11 D503 15:00- 7-Jun 456 Perceive CSR Image Based on their CSR Ethics and Consumer 16:30 Involvement Protection Pérez Ruiz Andrea The Influence of CSR on Customer Social Responsibility, 19.11 D503 15:00- 7-Jun 457 Loyalty and the Mediation Effect of Ethics and Consumer 16:30 Consumer Identification with the Protection Company Perez-Cabañero Carmen Do Marketing Capabilities Impact on Marketing Strategy and 9.01 D402 09:00- 6-Jun 274 Service Innovation and Performance? Leadership 10:30 Pérez-Cabañero Carmen Assessing Teenagers’ Behaviour Towards New Technologies and 12.04 D504 16:00- 5-Jun 238 Mobile Advertising: Opening and E-Marketing 17:30 Forwarding Pergelova Albena Consumer Empowerment in the Social Responsibility, 19.06 D503 11:00- 6-Jun 315 Financial Industry: A Focus on Youth Ethics and Consumer 12:30 Financial Literacy Protection Pergelova Albena The Role of Brand Development in The International and Cross- 5.04 D202 16:00- 5-Jun 234 Internationalization and Performance of Cultural Marketing 17:30 New Ventures Perin Marcelo The Effect of Technological Turbulence on Innovation and New 4.08 D302 16:00- 6-Jun 354 The Success of New Products Product Development 17:30 Person Oscar A Strategy Typology for Styling: A Product and Brand 14.11 D101 15:00- 7-Jun 452 Comparative Cluster Analysis of Small-, Management 16:30 Mid- and Large-Sized Cars in the German Automotive Market Person Oscar From Mood Boards to Design Drivers: Innovation and New 4.02 D302 11:00- 5-Jun 180 Understanding User Inferences of Product Development 12:30 Environmental Sustainability in the Early Stages of Green Product Development Peschel Anne Enhancing Product Label Effectiveness Marketing Research and 8.03 D501 11:00- 7-Jun 415 by Increasing Attention and Choice: Research Methodology 12:30 Combining Eye-Tracking and Choice Methodologies Pesic Martina Dealing With Feeling – Emotions Business-to-Business 2.03 D303 14:00- 5-Jun 200 in E-Negotiations and Face-To-Face Marketing & Networks 15:30 Negotiations Pesonen Juho Activity Based Segmentation of Rural Tourism Marketing 20.06 D405 09:00- 7-Jun 402 Wellbeing Tourists 10:30 Petermans Ann Tasting the Smell: Scent Experts’ and Consumer Behaviour 3.11 D102 14:00- 6-Jun 322 Laymen’s Evaluation of Product (In) 15:30 congruity Peters Mike How to Attract Mountain Tourists to Tourism Marketing 20.06 D405 09:00- 7-Jun 401 Ecotourism? Examining Moderating 10:30 Influences on Demand for Ecotourism Petersen Sibylle Brand Complexity and Identification: An Marketing of Public and 7.03 D305 14:00- 6-Jun 329 Integrative Model for Place Branding Non-Profit Organisations 15:30 EMAC Conference nd 42

541 Last Name First Name Paper Title Track Session Room Time Date Page Petrovici Dan Cultural Differences in the Perception of Advertising, Promotion 1.12 D201 15:00- 7-Jun 435 Product Placements in Films and Marketing 16:30 Communications Pfeiffer Isabel Caught in a Lie: What Do Consumers Social Responsibility, 19.06 D503 11:00- 6-Jun 316 Perceive as Corporate Hypocrisy? Ethics and Consumer 12:30 Protection Pfrang Thilo Inspirational Communication - The Retailing, Channel 16.01 D404 09:00- 5-Jun 162 Mediating Role of Customer Inspiration Management and 10:30 in Attribute Framing Logistics Pick Doreen Attribution Theory in Marketing – A Marketing Theory 10.04 D501 09:00- 7-Jun 387 Content Analysis and Implications for 10:30 Marketing Theory Piha Lamprini Internal Brand Orientation: Scale Product and Brand 14.02 D101 11:00- 5-Jun 188 Development and Validation Management 12:30 Pillai Kishore Relationship Fading in Business-to- Services Marketing 18.05 D203 09:00- 6-Jun 287 Consumer Context 10:30 Pingping Qiu Self-Threat Based Marketing Consumer Behaviour 3.04 D103 5-Jun 14:00- 202 Communications Can Backfire: 15:30 Managing Defensive Responses Among High Self-Esteem Consumers Pizzetti Marta “I Designed It Myself – Just for You”: Consumer Behaviour 3.01 D103 09:00- 5-Jun 150 Effects of Gift-Personalization on Giver 10:30 and Recipient, and the Role of Product Involvement, Self-Construal, and Gender Pizzi Gabriele Construal-Level Based Biases in Common Marketing Research and 8.03 D501 11:00- 7-Jun 415 Marketing Research Techniques: Conjoint Research Methodology 12:30 Analysis and Perceptual Mapping Pizzutti Dos Santos Cristiane Trust Recovery after Double Deviation: Services Marketing 18.10 D203 11:00- 7-Jun 429 Promise and Apology Effects 12:30 Plank Andreas The Role of Embeddedness and Self- SIG 22.07 D301 11:00- 7-Jun 112 Presentation in Online Content Provision 12:30 Plewa Carolin Changing Consumer Perceptions of CSR Social Responsibility, 19.11 D503 15:00- 7-Jun 458 Image by Communicating Corporate Ethics and Consumer 16:30 Volunteering Involvement Protection Ploner Julia Do Prices Really Matter in the Formation Pricing and Financial 13.02 D403 16:00- 5-Jun 241 of Store Price Image? How Retailers May Issues in Marketing 17:30 Establish a Low Price Image Without Necessarily Changing Prices Pluymaekers Mark The Effect of the Frontline Employee's International and Cross- 5.03 D202 14:00- 5-Jun 206 Intercultural Competence on the Cultural Marketing 15:30 Evaluations and Behavioural Outcomes of an Intercultural Service Encounters Poels Karolien How Product Representation Shapes New Technologies and 12.14 D502 15:00- 7-Jun 449 Virtual Experiences and Re-Patronage E-Marketing 16:30 Intention: The Role of Mental Imagery Processing and Experiential Value Pokorska Joanna Relationship Fading in Business-to- Services Marketing 18.05 D203 09:00- 6-Jun 287 Consumer Context 10:30 Polo Peña Ana Isabel The Effects of the Location, Internal Tourism Marketing 20.06 D405 09:00- 7-Jun 402 Resources and Characteristics of a 10:30 Tourism Firm on Room Rates: An Application for the Spanish Rural Tourism Sector Polo Redondo Yolanda How Does Media Richness Influence New Technologies and 12.03 D504 14:00- 5-Jun 209 Attitude in a Mobile Purchase Decision? E-Marketing 15:30 An Analysis for Users and Non-Users EMAC Conference

nd Poncin Ingrid Predicting Aad from affective reactions: SIG 22.05 D301 14:00- 6-Jun 106

42 Psychophysiological evidence from an 15:30 advertising experiment 542 Last Name First Name Paper Title Track Session Room Time Date Page Popp Bastian Online Brand Communities: Loyal to the Product and Brand 14.06 D101 11:00- 6-Jun 310 Community or the Brand? Management 12:30 Popp Bastian The Effects of Customer Satisfaction Product and Brand 14.03 D101 14:00- 5-Jun 213 and Consumer-Brand Identification Management 15:30 on Customer Loyalty Revisited: The Moderating Role of Market Uncertainty Posner Tobias Creating Emotional Brand Attachment Sales Management and 17.01 D404 11:00- 6-Jun 312 through the Salesperson’s Brand- Personal Selling 12:30 Consistent Behavior Poulis Nasos Investigation of E-Public Relations’ New Technologies and 12.06 D504 14:00- 6-Jun 334 Adoption Construct E-Marketing 15:30 Poulis Konstantinos Market Orientation, Interfirm Marketing Strategy and 9.05 D402 15:00- 7-Jun 445 Cooperation and Firm Performance: Leadership 16:30 An Examination of Mediation and Moderation Effects Poulis Efthimios Market Orientation, Interfirm Marketing Strategy and 9.05 D402 15:00- 7-Jun 445 Cooperation and Firm Performance: Leadership 16:30 An Examination of Mediation and Moderation Effects Pramböck Barbara Leveraging Alliance Capabilities: A Study SIG 22.06 D301 09:00- 7-Jun 108 of Alliance Capability Components, 10:30 Tie Strength, and Performance in International Strategic Alliances Prendergast Gerard The Pleasure and the Pain of Shopping: Retailing, Channel 16.02 D404 11:00- 5-Jun 189 A Phenomenological Study Management and 12:30 Logistics Preuss Melanie Katrin Interaction Inside – A Comprehensive Business-to-Business 2.04 D303 16:00- 5-Jun 229 Analysis of the Antecedents of Industrial Marketing & Networks 17:30 Customer Satisfaction Preuss Melanie Katrin Say What You Want – Applying the Marketing of Public and 7.02 D305 11:00- 6-Jun 304 Anchoring Technique to Major Gift Non-Profit Organisations 12:30 Fundraising Prigge Jana-Kristin On the Centralization of Marketing Mix International and Cross- 5.02 D202 11:00- 5-Jun 182 Decisions in International Subsidiaries: Cultural Marketing 12:30 How Does It Affect Performance? Priporas Costas Constraint Based Segmentation for Ski Tourism Marketing 20.05 D405 16:00- 6-Jun 371 Resort Tourists 17:30 Proell Daniela Eye-Catching Price Sequences Used in Pricing and Financial 13.02 D403 16:00- 5-Jun 239 Retailing: An Empirical Analysis Issues in Marketing 17:30 Prothero Andrea “Weighty Issues and Hairy Times” Consumer Behaviour 3.06 D103 09:00- 6-Jun 261 an Analysis of Women’s Self Concept 10:30 and Body Image in The Context of a Voluntary Simplicity Study. Puska Petteri Consumers’ Healthiness Images Inferred Consumer Behaviour 3.09 D102 11:00- 6-Jun 295 From Food Products: Moving beyond the 12:30 Healthy vs. Unhealthy Dichotomy Pyka Sebastian Resilience as a Resource to Improve Sales Management and 17.04 D404 11:00- 7-Jun 428 Sales Performance in Adverse Workplace Personal Selling 12:30 Situations Quaschning Simon When Being Consistent Matters: The Consumer Behaviour 3.12 D103 16:00- 6-Jun 351 Effect of Valence Consistency on Review 17:30 Helpfulness Quester Pascale Changing Consumer Perceptions of CSR Social Responsibility, 19.11 D503 15:00- 7-Jun 458 Image by Communicating Corporate Ethics and Consumer 16:30 Volunteering Involvement Protection Raïes Karine From Consumer Engagement Behaviors New Technologies and 12.12 D502 11:00- 7-Jun 422 EMAC Conference

with the Brand on Facebook to Brand E-Marketing 12:30 nd

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543 Last Name First Name Paper Title Track Session Room Time Date Page Rajabi Mahdi Cultural Power Distance and Global International and Cross- 5.06 D202 11:00- 6-Jun 299 versus Local Advertising Effects: A Cross Cultural Marketing 12:30 Cultural Investigation in Iran, India and Belgium Ramírez Venegas Joaquin Do Prosocials Compensate or Punish Marketing of Public and 7.02 D305 11:00- 6-Jun 303 Independent Fundraisers? The Role Non-Profit Organisations 12:30 of Joint Outcomes and Equality in Outcomes. Ranfagni Silvia Buyer-Seller Interactions in Facility Business-to-Business 2.07 D303 14:00- 6-Jun 318 Services: Purchasing Models and Marketing & Networks 15:30 Emerging Paradoxes Rauch Andreas Antecedents of Salespersons’ Market Sales Management and 17.03 D404 09:00- 7-Jun 396 Information Sharing Behavior Personal Selling 10:30 Raum Karen Threat and Normative Appeals to Reduce Retailing, Channel 16.02 D404 11:00- 5-Jun 190 Product Returns in Online Retailing – An Management and 12:30 Effective Marketing Practice? Logistics Rauschnabel Philipp Who Loves Brands? Exploring the Product and Brand 14.01 D101 09:00- 5-Jun 161 Relationship between Personality, Management 10:30 Interpersonal Love, and Brand Love Reber Katrin Marketing New Pharmaceuticals: Which Marketing Research and 8.02 D501 11:00- 5-Jun 184 Doctors Should Be Detailed? and When? Research Methodology 12:30 Rebiazina Vera How Market-Led We Are? The Role of Marketing in Emerging 6.03 D304 14:00- 6-Jun 327 Product Innovation in the Context of and Transition 15:30 Russian Economy Economies Redondo Bellón Ignacio Getting in Tune: Explaining Music Consumer Behaviour 3.17 D102 11:00- 7-Jun 410 Downloaders’ Payment Patterns through 12:30 Cognitive Dissonance Theory Reid Susan E. A High-Tech Firm 'Early Front-End Innovation and New 4.09 D302 09:00- 7-Jun 379 Success Typology' Based on Individual Product Development 10:30 and Organizational Capabilities and Resultant Market Visioning Competence Reijonen Helen Adoption of Multiple Strategic Marketing Strategy and 9.05 D402 15:00- 7-Jun 446 Orientations in SMEs: An Explorative Leadership 16:30 Comparison Reinecke Sven Higher, Faster, Further: The Effect of Marketing Strategy and 9.02 D402 11:00- 6-Jun 306 Regulatory Focus and Social Influence on Leadership 12:30 Overconfidence in Strategic Marketing Decisions Reinecke Sven How Does Marketing Department’s Marketing Theory 10.02 D501 16:00- 5-Jun 236 Influence Affect the Dissemination of 17:30 Market Intelligence Across the Firm? Evidence for an Inverted U-Shaped Relationship Reinecke Sven Social Media Performance Management: Marketing Strategy and 9.04 D402 11:00- 7-Jun 418 A Market-Oriented Analysis Of Direct and Leadership 12:30 Moderating Effects Reisinger Heribert Consumer Attitudes toward Sponsors vs. Advertising, Promotion 1.05 D201 14:00- 5-Jun 198 Ambushers and Marketing 15:30 Communications Reiss Julian Benedikt An Investigation of the Factors Innovation and New 4.07 D302 14:00- 6-Jun 324 Affecting Alternative Fuel Vehicle Product Development 15:30 Adoption Among European Consumers: A Hierarchical Bayes Choice-Based Conjoint Experiment Relling Marleen Analyzing the Moderating Impact of New Technologies and 12.09 D504 09:00- 7-Jun 388 Community Purpose on Consumer E-Marketing 10:30 EMAC Conference

nd Reactions to Negative Word-of-Mouth in

42 Online Brand Communities

544 Last Name First Name Paper Title Track Session Room Time Date Page Renard Damien Impact of Online Promotional Game Advertising, Promotion 1.10 D201 09:00- 7-Jun 374 Mechanics on Word of Mouth Behaviors and Marketing 10:30 Communications Reutterer Thomas Graphical Markov Models as an Modelling and 11.02 D501 11:00- 6-Jun 308 Alternative to SEM Forecasting 12:30 Rey Marta How to Improve the Cost-Effectiveness Marketing of Public and 7.04 D305 16:00- 6-Jun 357 of Nonprofit Organizations: The Effect Non-Profit Organisations 17:30 of Human Resources, Information Technology, and Communication Strategies Rey Pino Juan Young Adult Smokers’ Perceptions of Social Responsibility, 19.03 D503 14:00- 5-Jun 222 Pictorial Health Warnings on Cigarette Ethics and Consumer 15:30 Packaging in the UK: Lessons for Protection Warning Design Riechert Michael Social Network Targeting with Revealed New Technologies and 12.13 D504 15:00- 7-Jun 447 Preferences - Is There Really Value in E-Marketing 16:30 Facebook’s User Profiles? Riefler Petra Local or Global Warming? Cosmopolitan International and Cross- 5.06 D202 11:00- 6-Jun 300 Orientation and Environmental Behavior Cultural Marketing 12:30 Ritter Thomas Driving Firm Performance Business-to-Business 2.02 D303 11:00- 5-Jun 175 Through Commercial Capability: Marketing & Networks 12:30 Conceptualization, Measurement and Impact on Firm Success Ritter Thomas Launching a Market Innovation in a Business-to-Business 2.06 D303 11:00- 6-Jun 292 Business Market Marketing & Networks 12:30 Rittinger Sebastian Understanding the Brand Equity of Retailing, Channel 16.05 D404 09:00- 6-Jun 284 Multichannel Retailers Management and 10:30 Logistics Rizomyliotis Ioannis Innovative Professional Services: Innovation and New 4.07 D302 14:00- 6-Jun 323 Empirical Evidence on the Determinants Product Development 15:30 of Physicians’ Purchase Intention Rizomyliotis Ioannis Organizational Practices Reducing the Services Marketing 18.04 D203 16:00- 5-Jun 249 Negative Impact of Customer Non- 17:30 Compliance: An Empirical Study Robbert Thomas Consumer Sustainability Orientation - Social Responsibility, 19.04 D503 16:00- 5-Jun 250 Development of a Measurement Scale Ethics and Consumer 17:30 Protection Roberts John The Influence of Expectations on Airline Tourism Marketing 20.01 D405 09:00- 5-Jun 169 Stakeholders’ Beliefs, Attitudes and 10:30 Behavioural Intentions Robson Matthew Operational Exchange in Collaborative Business-to-Business 2.05 D303 09:00- 6-Jun 259 Business to Business Alliances: Marketing & Networks 10:30 Antecedents and the Impact of Firm Size Robson Matthew J. Leveraging Alliance Capabilities: A Study SIG 22.06 D301 09:00- 7-Jun 108 of Alliance Capability Components, 10:30 Tie Strength, and Performance in International Strategic Alliances Rod Michel The Impact of Call Centre Stressors on Services Marketing 18.06 D203 11:00- 6-Jun 314 Inbound and Outbound Call-Centre 12:30 Agent Burnout Rodner Christine The Social Context of Fakes: How Product and Brand 14.05 D101 09:00- 6-Jun 281 Do the Owners of Genuine Luxury Management 10:30 Goods Perceive the Proliferation of Counterfeits? Rodríguez Del Ignacio An Explanation of How Customers Social Responsibility, 19.11 D503 15:00- 7-Jun 456 Bosque Perceive CSR Image Based on their CSR Ethics and Consumer 16:30 EMAC Conference

Involvement Protection nd

Rodríguez Del Ignacio The Influence of CSR on Customer Social Responsibility, 19.11 D503 15:00- 7-Jun 457 42 Bosque Loyalty and the Mediation Effect of Ethics and Consumer 16:30 Consumer Identification with the Protection Company 545 Last Name First Name Paper Title Track Session Room Time Date Page Rodríguez Molina Miguel Ángel The Effects of the Location, Internal Tourism Marketing 20.06 D405 09:00- 7-Jun 402 Resources and Characteristics of a 10:30 Tourism Firm on Room Rates: An Application for the Spanish Rural Tourism Sector Rodriguez-Pinto Javier Pleasure in the Use of New Technologies: New Technologies and 12.02 D504 11:00- 5-Jun 186 The Case of E-Book Readers E-Marketing 12:30 Roeder Thomas Why Students Identify with Their Marketing of Public and 7.05 D305 09:00- 7-Jun 383 University: A "Students as Active Non-Profit Organisations 10:30 Participants" Paradigm Perspective Rohde Olsen Sarah The Role of the Marketing Department Marketing Theory 10.02 D501 16:00- 5-Jun 236 in Danish Companies: Drivers for 17:30 Influence Rokkan Aksel The Effect of Multiple Sourcing on Business-to-Business 2.08 D303 16:00- 6-Jun 348 Buyer Control in Industrial Buyer-Seller Marketing & Networks 17:30 Relationships Romani Simona The Effects of Luxury Conceptualization Consumer Behaviour 3.02 D102 09:00- 5-Jun 152 on Counterfeit Possession: An Empirical 10:30 Exploration with Consumers Romaniuk Jenni Cross-Category Buying of Private Label Product and Brand 14.07 D101 14:00- 6-Jun 335 Brands: The Influence of Category Management 15:30 Similarity and Brand Tier Romaniuk Jenni The Value of Donating Money versus Marketing of Public and 7.03 D305 14:00- 6-Jun 330 Goods: Examining The Charity Brand Non-Profit Organisations 15:30 Equity of Individual Supporters Roozen Irene T.M. Glolocalising: How Important are International and Cross- 5.06 D202 11:00- 6-Jun 300 Country Related Connections in Pictures Cultural Marketing 12:30 and Slogans for COO Products in Print Advertisements? Roozen Irene The Effectiveness of Quality Templates of Advertising, Promotion 1.06 D201 16:00- 5-Jun 225 Creativity in Youtube Campaigns and Marketing 17:30 Communications Rosengren Sara Exploring the Effects of Advertising Advertising, Promotion 1.02 D304 09:00- 5-Jun 145 Creativity on a Media Vehicle and Marketing 10:30 Communications Roth Geraldine Clustered or Dispersed: How Should Retailing, Channel 16.01 D404 09:00- 5-Jun 164 Conventional Retailers Arrange Organic Management and 10:30 Food Products? Logistics Roth Stefan Consumer Sustainability Orientation - Social Responsibility, 19.04 D503 16:00- 5-Jun 250 Development of a Measurement Scale Ethics and Consumer 17:30 Protection Roullet Bernard Predicting Aad from affective reactions: SIG 22.05 D301 14:00- 6-Jun 106 Psychophysiological evidence from an 15:30 advertising experiment Roy Sanjit Kumar Service Convenience and Customer Services Marketing 18.07 D203 14:00- 6-Jun 340 Citizenship Behaviour: An Empirical 15:30 Examination Rudd John We Want Drama! The Effect of Online Consumer Behaviour 3.03 D103 11:00- 5-Jun 179 Conflict on Social Capital in Online 12:30 Communities of Consumption Rudd John What Does “good” Look Like? A Three Marketing Strategy and 9.01 D402 09:00- 6-Jun 272 Country Examination of Marketing Leadership 10:30 Practice. Rudolph Thomas Inspirational Communication - The Retailing, Channel 16.01 D404 09:00- 5-Jun 162 Mediating Role of Customer Inspiration Management and 10:30 in Attribute Framing Logistics EMAC Conference

nd Ruiz Salvador Consumers’ Catharsis and Service Services Marketing 18.04 D203 16:00- 5-Jun 250

42 Failure: The Moderating Role of Stability 17:30 Attributions and Regulatory Focus 546 Last Name First Name Paper Title Track Session Room Time Date Page Ruiz Salvador Likes and Comments: Feedback on Brand New Technologies and 12.10 D502 09:00- 7-Jun 391 Pages Determines Attitudes and Social E-Marketing 10:30 Recognition Ruiz Salvador Looking for Revenge? Talk to a Stranger Consumer Behaviour 3.04 D103 14:00- 5-Jun 202 15:30 Ruiz-Mafé Carla Assessing Teenagers’ Behaviour Towards New Technologies and 12.04 D504 16:00- 5-Jun 238 Mobile Advertising: Opening and E-Marketing 17:30 Forwarding Ruyter Ko de Boosting or Attenuating? The Llinguistic SIG 22.01 D301 09:00- 5-Jun 93 Features of Sentiment Strength in User 10:30 Generated Content Rütter Natascha Brand Complexity and Identification: An Marketing of Public and 7.03 D305 14:00- 6-Jun 329 Integrative Model for Place Branding Non-Profit Organisations 15:30 Ryu Sungmin "Knowledge Sharing and Network KSMS-GAMMA 23.04 D401 16:00- 5-Jun 131 Solidarity: The Moderating Effect of 17:30 Network Embeddedness " Saintives Camille I Can't Stop Thinking About it! How Consumer Behaviour 3.10 D103 14:00- 6-Jun 319 Guilty Pleasures Make You Ruminate and 15:30 Feel Less Satisfied Sajtos Laszlo An Examination of Awkward Service Services Marketing 18.09 D203 09:00- 7-Jun 398 Experiences 10:30 Sakashita Mototaka Sharing From Social Comparison Theory International and Cross- 5.08 D202 16:00- 6-Jun 356 Perspective: A Cross-Cultural Study Cultural Marketing 17:30 of French and Japanese Adolescent Daughters’ Mothers Salazar Ana Service Quality - The Case of the Banking Services Marketing 18.09 D203 09:00- 7-Jun 398 Sector in Portugal 10:30 Salciuviene Laura Interactive Websites: The Effects of Social New Technologies and 12.10 D502 09:00- 7-Jun 390 Presence on Customer Decisions in the E-Marketing 10:30 Online Luxury Goods Sector Salerno Francis Decision Support for Valuing Customers Modelling and 11.01 D501 09:00- 6-Jun 276 as Restful Web Services Forecasting 10:30 Samoui Fatma Survey Participants Lost in Translation: International and Cross- 5.05 D202 09:00- 6-Jun 268 An Experimental Study on the Use of Cultural Marketing 10:30 Dialectal vs. Standard Language Sampaio Cláudio The Effect of Technological Turbulence on Innovation and New 4.08 D302 16:00- 6-Jun 354 The Success of New Products Product Development 17:30 Samuelsen Bendik The Multiple Roles of Fit Between Brand Product and Brand 14.11 D101 15:00- 7-Jun 452 Alliance Partners in Alliance Attitude Management 16:30 Formation Samuylova Elena Exploring the Brand Ecosystem: May Product and Brand 14.06 D101 11:00- 6-Jun 310 All Who Enter as Guests Leave as Brand Management 12:30 Allies! Sanchez-Hernandez M. Isabel Corporate Social Responsibility and Social Responsibility, 19.01 D503 09:00- 5-Jun 168 the Tourism Sector: Opportunities for Ethics and Consumer 10:30 Regional Development Protection Sancho-Esper Franco Incumbent Cost Response to Market Marketing Strategy and 9.01 D402 09:00- 6-Jun 273 Entry: Exploring the Effect of Switching Leadership 10:30 Costs in the Spanish Domestic Airline Sector 2000-2009 Sands Sean The Influence of Fair Trade Messages Consumer Behaviour 3.10 D103 14:00- 6-Jun 321 on Consumers’ Green Buying Behavior: 15:30 Perception of Price Fairness and Acceptance of Price Increases Sanz-Blas Silvia Assessing Teenagers’ Behaviour Towards New Technologies and 12.04 D504 16:00- 5-Jun 238 EMAC Conference

Mobile Advertising: Opening and E-Marketing 17:30 nd

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547 Last Name First Name Paper Title Track Session Room Time Date Page Sanzo María José How to Improve the Cost-Effectiveness Marketing of Public and 7.04 D305 16:00- 6-Jun 357 of Nonprofit Organizations: The Effect Non-Profit Organisations 17:30 of Human Resources, Information Technology, and Communication Strategies Saridakis Charalampos A New Nature-Inspired Mechanism Modelling and 11.01 D501 09:00- 6-Jun 276 for Market Segmentation: Empirical Forecasting 10:30 Implementation and Evaluation Saridakis Charalampos An Investigation of the Factors Innovation and New 4.07 D302 14:00- 6-Jun 324 Affecting Alternative Fuel Vehicle Product Development 15:30 Adoption Among European Consumers: A Hierarchical Bayes Choice-Based Conjoint Experiment Saridakis Charalampos Evaluating the Differential Country-of- Pricing and Financial 13.04 D403 16:00- 6-Jun 363 Origin Effects across Market Segments: Issues in Marketing 17:30 Pricing Implications for the Car Market Sattler Henrik Analyzing the Moderating Impact of New Technologies and 12.09 D504 09:00- 7-Jun 388 Community Purpose on Consumer E-Marketing 10:30 Reactions to Negative Word-of-Mouth in Online Brand Communities Sattler Henrik When Do B2C Services Benefit from Services Marketing 18.02 D203 11:00- 5-Jun 191 Ingredient Branding? An Empirical 12:30 Analysis of Success Drivers Scedrova Anna New Product Creativity: Multi-Level Innovation and New 4.03 D302 14:00- 5-Jun 203 Meta-Analytic Insights and Empirical Product Development 15:30 Generalizations Schade Michael An Empirical Investigation of Relevant Product and Brand 14.05 D101 09:00- 6-Jun 283 Benefits in the Context of Professional Management 10:30 Sport Teams - “Benefits of Sport Teams- Model“ (BOST-Model) Schade Michael Status Signaling Through Consumption Marketing Theory 10.01 D501 14:00- 5-Jun 208 Choices: ‘the Theory Of The Leisure Class’ 15:30 and Luxury Brand Life-Cycles and Cross- Cultural Brand Transfers Schade Michael What Makes Brand Fan Pages in Social New Technologies and 12.11 D504 11:00- 7-Jun 420 Networks Successful? An Empirical Study E-Marketing 12:30 on Facebook Users’ Attitudes towards Fan Pages of Food and Beverage Brands Schaefer Daniela Using Viral Messages to Shape the Consumer Behaviour 3.16 D103 11:00- 7-Jun 408 Image of the Self: An Investigation of 12:30 the Impact of Self-Congruity with Viral Messages on Forwarding Intentions Schaefer Daniela What Makes a Brand Authentic and Product and Brand 14.11 D101 15:00- 7-Jun 451 Why Should We Care? Investigating the Management 16:30 Antecedents and Consequences of Brand Authenticity Schäfer Adrienne Capturing Value in Business Solutions Business-to-Business 2.08 D303 16:00- 6-Jun 347 – Strategic Paths from an Interactive Marketing & Networks 17:30 System Perspective Scharfenberger Philipp Solid Possessions: How Objects Reduce Consumer Behaviour 3.16 D103 11:00- 7-Jun 407 Psychological Distance to Intangible 12:30 Meanings Schellhase Ralf Personal values towards automobiles of KSMS-GAMMA 23.03 D401 14:00- 5-Jun 130 younger age groups in Germany 15:30 Schellhase Ralf Role of Customer Equity in Sustainable KSMS-GAMMA 23.02 D401 11:00- 5-Jun 126 Marketing 12:30 EMAC Conference

nd Schepers Jeroen Disentangling The Effects of Role Services Marketing 18.07 D203 14:00- 6-Jun 339

42 Stress on Service Performance: The 15:30 Role of Frontline Employees’ Ideas for Improvement 548 Last Name First Name Paper Title Track Session Room Time Date Page Schillewaert Niels Order and Quality Effects in Marketing Research and 8.03 D501 11:00- 7-Jun 416 Sequential Monadic Concept Testing: Research Methodology 12:30 Methodological Details Matter in Concept Testing Practice Schlegelmilch Bodo B. Social and Environmental Dimensions International and Cross- 5.01 D202 09:00- 5-Jun 156 of COO Image Cultural Marketing 10:30 Schlegelmilch Bodo B. Leveraging Alliance Capabilities: A Study SIG 22.06 D301 09:00- 7-Jun 108 of Alliance Capability Components, 10:30 Tie Strength, and Performance in International Strategic Alliances Schlereth Christian Paying Too Much Today and Being Happy Pricing and Financial 13.03 D403 09:00- 6-Jun 280 about it Tomorrow: Existence, Motives Issues in Marketing 10:30 and Consequences of Payment Sequence Preferences Schlereth Christian Profit Maximizing Contract Plans Modelling and 11.01 D501 09:00- 6-Jun 275 Forecasting 10:30 Schmidt Martin How Does Marketing Department’s Marketing Theory 10.02 D501 16:00- 5-Jun 236 Influence Affect the Dissemination of 17:30 Market Intelligence Across the Firm? Evidence for an Inverted U-Shaped Relationship Schmitt Bernd H. An Experiential Account of Happiness in Consumer Behaviour 3.21 D304 15:00- 7-Jun 441 Life and in Ads 16:30 Schmitt Julien Student Morningness-Eveningness Type Marketing Education 21.01 D403 09:00- 7-Jun 403 and Performance: Does Class Timing 10:30 Matter? Schmitz Christian How Does Marketing Department’s Marketing Theory 10.02 D501 16:00- 5-Jun 236 Influence Affect the Dissemination of 17:30 Market Intelligence Across the Firm? Evidence for an Inverted U-Shaped Relationship Schmitz Christian Turning Friends into Customers? The Services Marketing 18.03 D203 14:00- 5-Jun 219 Impact of Employee Referral Programs 15:30 on Referral Likelihood Schneider Anke Uncovering The Unconscious – Emotions Advertising, Promotion 1.02 D304 09:00- 5-Jun 146 Activated by a Pictures’ Stimulatory and Marketing 10:30 Attributes Communications Schneider Anke Usage Patterns of Semantic Web Formats Tourism Marketing 20.04 D405 16:00- 5-Jun 254 on Austrian Websites 17:30 Schnittka Oliver Analyzing the Moderating Impact of New Technologies and 12.09 D504 09:00- 7-Jun 388 Community Purpose on Consumer E-Marketing 10:30 Reactions to Negative Word-of-Mouth in Online Brand Communities Schnöring Marc How Sponsorship Affects Brand Attitude: Advertising, Promotion 1.05 D201 14:00- 5-Jun 198 The Role of Sponsor Partnership and Marketing 15:30 Characteristics Communications Schoefer Klaus Shopping Motives in Mobile Commerce: New Technologies and 12.07 D504 16:00- 6-Jun 359 The Impact of Mobile Devices on E-Marketing 17:30 Consumers' Purchase Intention Schoenmueller Verena Using Viral Messages to Shape the Consumer Behaviour 3.16 D103 11:00- 7-Jun 408 Image of the Self: An Investigation of 12:30 the Impact of Self-Congruity with Viral Messages on Forwarding Intentions Schoenmueller Verena What Makes a Brand Authentic and Product and Brand 14.11 D101 15:00- 7-Jun 451 Why Should We Care? Investigating the Management 16:30 Antecedents and Consequences of Brand EMAC Conference

Authenticity nd 42

549 Last Name First Name Paper Title Track Session Room Time Date Page Schoenmüller Verena The Influence of Fair Trade Messages Consumer Behaviour 3.10 D103 14:00- 6-Jun 321 on Consumers’ Green Buying Behavior: 15:30 Perception of Price Fairness and Acceptance of Price Increases Scholz Vera Adolescence and the Theory of Planned Consumer Behaviour 3.05 D103 16:00- 5-Jun 231 Behaviour – Results of a Meta-Analysis 17:30 Schoormans Jan A Strategy Typology for Styling: A Product and Brand 14.11 D101 15:00- 7-Jun 452 Comparative Cluster Analysis of Small-, Management 16:30 Mid- and Large-Sized Cars in the German Automotive Market Schorn Robert The Influence of Music Mode and Music New Technologies and 12.08 D502 16:00- 6-Jun 361 Tempo on Consumers’ Risk-Taking E-Marketing 17:30 Behavior Schönhoff Alejandro-Marcel Does Multi-Stage Marketing Pay? Business-to-Business 2.01 D303 09:00- 5-Jun 148 Marketing & Networks 10:30 Schramm-Klein Hanna Analysing Customer Behaviour in Retailing, Channel 16.05 D404 09:00- 6-Jun 285 Multi Channel Retailing across the Management and 10:30 Purchase Process Using a Multi-State Logistics Markov-Model Schramm-Klein Hanna Building a Strong Retail Brand: A Retailing, Channel 16.03 D404 14:00- 5-Jun 217 Comparative Analysis of Non-Food- Management and 15:30 Retail Sectors Logistics Schramm-Klein Hanna Differentiation in Online Retailing: Retailing, Channel 16.04 D404 16:00- 5-Jun 247 Analysing the Consumer’s Perspective Management and 17:30 Using a Repertory Grid Approach Logistics Schramm-Klein Hanna Do Regional Marketing Projects Form Tourism Marketing 20.03 D405 14:00- 5-Jun 224 Regional Image or Is It the Other Way 15:30 Around? An Analysis of the Direction of Effects Schramm-Klein Hanna Understanding the Brand Equity of Retailing, Channel 16.05 D404 09:00- 6-Jun 284 Multichannel Retailers Management and 10:30 Logistics Schreier Martin Why Consumers Prefer Products of User- SIG 22.02 D301 11:00- 5-Jun 96 Driven Firms: A Social Identity Account 12:30 Schroll Roland Does Community Participation Pay off on Marketing of Public and 7.05 D305 09:00- 7-Jun 384 The Job Market? Empirical Evidence of Non-Profit Organisations 10:30 The Career Concern Incentive Schuch Jutta The Impact of Framed Reference Social Responsibility, 19.03 D503 14:00- 5-Jun 221 Points, Source Credibility and Nutrition Ethics and Consumer 15:30 Involvement on Attribute Utility and Protection Importance Schuhmacher Monika Communication When Pricing Alignable Services Marketing 18.02 D203 11:00- 5-Jun 191 and Nonalignable Value-Added Services 12:30 Schuhmacher Monika C. Stakeholder Configuration for the Innovation and New 4.09 D302 09:00- 7-Jun 380 Development of Successful Radical New Product Development 10:30 Services Schulz Fabian Paying Too Much Today and Being Happy Pricing and Financial 13.03 D403 09:00- 6-Jun 280 about it Tomorrow: Existence, Motives Issues in Marketing 10:30 and Consequences of Payment Sequence Preferences Schulze Christian Retailer Return Management: Relationship Marketing 15.05 D505 15:00- 7-Jun 454 Combining Product and Customer 16:30 Information to Maximize Profit Schulze-Bentrop Carsten Decision-Making Styles’ Influence on Product and Brand 14.10 D101 11:00- 7-Jun 423 Brand Extension Success Drivers – It Management 12:30 Matters Where You Come from and EMAC Conference

nd Where You Go

42 Schuurman Dimitri Innovate with Living Labs: An Empirical Innovation and New 4.05 D302 09:00- 6-Jun 266 Analysis of Their Role During Knowledge Product Development 10:30 Creation 550 Last Name First Name Paper Title Track Session Room Time Date Page Schwardt Henning Status Signaling Through Consumption Marketing Theory 10.01 D501 14:00- 5-Jun 208 Choices: ‘the Theory Of The Leisure Class’ 15:30 and Luxury Brand Life-Cycles and Cross- Cultural Brand Transfers Scopelliti Irene The Effect of Critical Evaluation on SIG 22.02 D301 11:00- 5-Jun 95 Aesthetic Innovation: Debunking the 12:30 Myth of Designer as Dictator Sebastiani Roberta Service Innovation: A Social Construction Services Marketing 18.08 D203 16:00- 6-Jun 367 View 17:30 Sebastiani Roberta The Role of Consumers in Developing Social Responsibility, 19.01 D503 09:00- 5-Jun 167 Ethically Oriented Business Models: Ethics and Consumer 10:30 Cases from the Food Industry Protection Selin Ergüncü “the Hands Of The Past”: Effects Of Modelling and 11.02 D501 6-Jun 11:00- 309 Brand-Choice and Quantity Decisions In Forecasting 12:30 Hedonic Versus Utilitarian Products Sen Handan On the Role of Culture in Establishing International and Cross- 5.04 D202 16:00- 5-Jun 234 Consumer-Brand Relationships Cultural Marketing 17:30 Sen Sankar When Stakeholder Marketing Feels SIG 22.03 D301 14:00- 5-Jun 100 Right: Regulatory Fit and Consumer 15:30 Attitudes Serdar Sayman “the Hands Of The Past”: Effects Of Modelling and 11.02 D501 6-Jun 11:00- 309 Brand-Choice and Quantity Decisions In Forecasting 12:30 Hedonic Versus Utilitarian Products Sese Javier Managing Complaints to Improve Relationship Marketing 15.04 D505 11:00- 7-Jun 425 Customer Profitability 12:30 Shehu Edlira The First, the Last, the Everything? – A Advertising, Promotion 1.04 D304 11:00- 5-Jun 173 Moment-to-Moment Analyses of Virality and Marketing 12:30 of Online Ads Communications Shekhar Vaibhav Service Convenience and Customer Services Marketing 18.07 D203 14:00- 6-Jun 340 Citizenship Behaviour: An Empirical 15:30 Examination Shiu Edward The Influence of Individual-Level International and Cross- 5.08 D202 16:00- 6-Jun 355 Cultural Values on Antecedents of Cultural Marketing 17:30 Perceived Value of A Social Marketing Website: A Multi-Country Analysis Shiu Edward Towards an Understanding of the Role Social Responsibility, 19.07 D503 14:00- 6-Jun 342 of Place Attachment in Developing Ethics and Consumer 15:30 Regulations on Curbing Smoking in Protection Private Shared Places Shukla Paurav Comparing Luxury Purchase Intentions International and Cross- 5.04 D202 16:00- 5-Jun 233 in Developed and Emerging Markets Cultural Marketing 17:30 Through the Lens of Value Perceptions Siamagka Nikoletta Consumer Ethnocentrism: Too Finicky? International and Cross- 5.07 D202 14:00- 6-Jun 326 Cultural Marketing 15:30 Sibai Oliver We Want Drama! The Effect of Online Consumer Behaviour 3.03 D103 11:00- 5-Jun 179 Conflict on Social Capital in Online 12:30 Communities of Consumption Sichtmann Christina Consumer Responses to ‘global’ International and Cross- 5.06 D202 11:00- 6-Jun 301 and ‘local’ Brand Designations: An Cultural Marketing 12:30 Experimental Investigation Sicilia Maria Brand Love in Virtual Communities Product and Brand 14.01 D101 09:00- 5-Jun 161 Management 10:30 Sicilia Maria How to Promote an Unknown Tourism Marketing 20.03 D405 14:00- 5-Jun 224 Destination 15:30 Sicilia María Identify You!! Creating Brand Loyalty in New Technologies and 12.12 D502 11:00- 7-Jun 421 Online Social Networks E-Marketing 12:30 EMAC Conference

Sicilia Maria Likes and Comments: Feedback on Brand New Technologies and 12.10 D502 09:00- 7-Jun 391 nd

Pages Determines Attitudes and Social E-Marketing 10:30 42 Recognition 551 Last Name First Name Paper Title Track Session Room Time Date Page Sigurdsson Valdimar Healthy Food Products at the Point of Consumer Behaviour 3.09 D102 11:00- 6-Jun 296 Purchase: An In-Store Experimental 12:30 Analysis Sihih Eric Marketing Executives’ Impression KSMS-GAMMA 23.03 D401 14:00- 5-Jun 129 Management during Regime of 15:30 Performance Decline Silberer Guenter Analysing Customer Behaviour in Retailing, Channel 16.05 D404 09:00- 6-Jun 285 Multi Channel Retailing across the Management and 10:30 Purchase Process Using a Multi-State Logistics Markov-Model Simões Cláudia Revisiting Brand Identity, Brand Product and Brand 14.02 D101 11:00- 5-Jun 187 Image, and Their Articulation, in an Management 12:30 Interconnected World Simões Cláudia The Effect of Technological Turbulence on Innovation and New 4.08 D302 16:00- 6-Jun 354 The Success of New Products Product Development 17:30 Simon Carina The Stage is Yours – What Drives Product and Brand 14.06 D101 11:00- 6-Jun 311 Consumer Engagement on Facebook Management 12:30 Brand Pages? Sinapuelas Ian Marketing Line Extensions: The Interplay Product and Brand 14.10 D101 11:00- 7-Jun 422 of Innovation and Marketing Mix Management 12:30 Variables Singh Jaywant Brand Positioning as a Determinant of Product and Brand 14.09 D101 09:00- 7-Jun 393 Consumer Attitudes towards Co-Brands Management 10:30 Singh Jaywant The Role of Corporate Social Social Responsibility, 19.10 D503 11:00- 7-Jun 431 Responsibility in Consumer Evaluation Ethics and Consumer 12:30 of Cobrands Protection Siomkos George Delving Inside the Multidimensional Consumer Behaviour 3.21 D304 15:00- 7-Jun 442 Nature of Experience across Different 16:30 Consumption Activities Sirieix Lucie Fair Trade as a Social Innovation: New Marketing of Public and 7.04 D305 16:00- 6-Jun 358 Insights Based on Appropriation and Non-Profit Organisations 17:30 Social Identity Theory Skarmeas Dionysis "Partner Opportunism in International SIG 22.06 D301 09:00- 7-Jun 109 buyer–seller relationships: Convergence 10:30 and Divergence of Perceptions" Skiera Bernd Brand Bidding in Paid Search: Just Pricing and Financial 13.03 D403 09:00- 6-Jun 279 Cannibalizing or Increasing Profit? Issues in Marketing 10:30 Skiera Bernd Paying Too Much Today and Being Happy Pricing and Financial 13.03 D403 09:00- 6-Jun 280 about it Tomorrow: Existence, Motives Issues in Marketing 10:30 and Consequences of Payment Sequence Preferences Skiera Bernd Retailer Return Management: Relationship Marketing 15.05 D505 15:00- 7-Jun 454 Combining Product and Customer 16:30 Information to Maximize Profit Sliwka Dirk The Employer Brand Value Chain - How Product and Brand 14.08 D101 16:00- 6-Jun 365 an Employer Brand Impacts Financial Management 17:30 Value Smirnova Maria Exploring the Brand Ecosystem: May Product and Brand 14.06 D101 11:00- 6-Jun 310 All Who Enter as Guests Leave as Brand Management 12:30 Allies! Smirnova Maria How Market-Led We Are? The Role of Marketing in Emerging 6.03 D304 14:00- 6-Jun 327 Product Innovation in the Context of and Transition 15:30 Russian Economy Economies Smith Scott Are Respondents Paying Attention? Marketing Research and 8.02 D501 11:00- 5-Jun 183 Modeling and Benchmarking Online Research Methodology 12:30 EMAC Conference

nd Respondent Data Quality 42

552 Last Name First Name Paper Title Track Session Room Time Date Page Snelders Dirk A Strategy Typology for Styling: A Product and Brand 14.11 D101 15:00- 7-Jun 452 Comparative Cluster Analysis of Small-, Management 16:30 Mid- and Large-Sized Cars in the German Automotive Market Sobh Rana Readings of Global Appeal Ads by Young Advertising, Promotion 1.04 D304 11:00- 5-Jun 173 Women in the Arabian Gulf and Marketing 12:30 Communications Soerensen Hans Eibe From Potential to Realized Absorptive Marketing Theory 10.02 D501 16:00- 5-Jun 235 Capacity: The Role of Business 17:30 Development Sohn Stefanie Influence of Ad Presentation Type and New Technologies and 12.03 D504 14:00- 5-Jun 210 Personalization on The Effectiveness of E-Marketing 15:30 In-App-Advertising - An Experimental Approach Sokolova Tatiana What Is the Best Strategy to Track the Pricing and Financial 13.02 D403 16:00- 5-Jun 240 Price of Your Shopping Basket? Issues in Marketing 17:30 Soltan Khaled Readings of Global Appeal Ads by Young Advertising, Promotion 1.04 D304 11:00- 5-Jun 173 Women in the Arabian Gulf and Marketing 12:30 Communications Song Sangah Can Luxury Abstractness Enhance KSMS-GAMMA 23.04 D401 16:00- 5-Jun 132 Creativity? 17:30 Song Sangah "Open for Innovation: An AHP Model KSMS-GAMMA 23.04 D401 16:00- 5-Jun 133 for Selection of Crowdsourcing Designs 17:30 " Sood Aarti Student Morningness-Eveningness Type Marketing Education 21.01 D403 09:00- 7-Jun 403 and Performance: Does Class Timing 10:30 Matter? Sood Suresh The Archetypes within Consumer Consumer Behaviour 3.14 D103 09:00- 7-Jun 375 Narratives: An Approach Capable of 10:30 Explaining the Consumer-Brand Desire and Relationship Sood Aarti What Does “good” Look Like? A Three Marketing Strategy and 9.01 D402 09:00- 6-Jun 272 Country Examination of Marketing Leadership 10:30 Practice. Sorensen Bjarne Taulo SEM in Applied Marketing Research: Marketing Research and 8.01 D501 09:00- 5-Jun 158 Towards More Liberalised Modelling Research Methodology 10:30 Approaches Sotgiu Francesca The Business Value of User Generated SIG 22.01 D301 09:00- 5-Jun 91 Content: A meta-analytic review 10:30 Sousa Carlos M.P. An Investigation of The Role of Marketing in Emerging 6.03 D304 14:00- 6-Jun 328 Managers’ Personal Values in Creating A and Transition 15:30 Market Orientation: Evidence From Brazil Economies Sousa Carlos M.P. How Marketing Capabilities are International and Cross- 5.03 D202 14:00- 5-Jun 205 Influenced and Reflected: A Meta- Cultural Marketing 15:30 Analytical Review Sousa Carlos M. P. Price Adaptation and Export International and Cross- 5.02 D202 11:00- 5-Jun 182 Performance: Quadratic and Moderating Cultural Marketing 12:30 Effects Sousa Carlos M. P. The Relationship between Personality Services Marketing 18.04 D203 16:00- 5-Jun 249 and Creativity: The Unknown Effects 17:30 Souza Flavio Freire Tourists’ Consumption Goals as a Tourism Marketing 20.05 D405 16:00- 6-Jun 371 Marketing Segmentation Tool 17:30 Spicer Andre Constructing Moral Legitimacy Advertising, Promotion 1.12 D201 15:00- 7-Jun 436 of Products through Story-Telling and Marketing 16:30 Strategies Communications Spilski Anja The Social Context of Fakes: How Product and Brand 14.05 D101 09:00- 6-Jun 281 EMAC Conference

Do the Owners of Genuine Luxury Management 10:30 nd

Goods Perceive the Proliferation of 42 Counterfeits? 553 Last Name First Name Paper Title Track Session Room Time Date Page Spinks Wendy The Impact of the Marketing Mix on Consumer Behaviour 3.20 D102 15:00- 7-Jun 440 Consumers’ Evaluation of Health and 16:30 Well-Being Services Spörrle Matthias The Neglected Triangle of Nespresso, Advertising, Promotion 1.11 D201 11:00- 7-Jun 406 George Clooney, and Me: Brand- and Marketing 12:30 Endorser-Consumer (BEC) Fit Indictors Communications Incrementally Predict Consumer Attitudes and Behavioural Intentions Spörrle Matthias Why Should I Visit This Country? Country Tourism Marketing 20.02 D405 11:00- 5-Jun 196 Personality as Predictor of Visiting 12:30 Intentions and the Moderating Role of Perceived Country Dissimilarity Spuldaro Juliano Danilo Tourists’ Consumption Goals as a Tourism Marketing 20.05 D405 16:00- 6-Jun 371 Marketing Segmentation Tool 17:30 Spyropoulou Stavroula Performance Consequences of Strategy SIG 22.06 D301 09:00- 7-Jun 110 Fit in International Marketing 10:30 Stathakopoulos Vlasis Do Entrepreneur’s Personality Traits Marketing Strategy and 9.03 D402 09:00- 7-Jun 385 Affect Market Orientation and Marketing Leadership 10:30 Planning in Small Firms? Steenkamp Jan-Benedict Brand Breakout: How Emerging Market SIS 1 24.01 D301 16:00- 5-Jun 116 E.M. Brands Will Go Global 17:30 Stegemann Nicole Innovative Examinations in Marketing Marketing Education 21.01 D403 09:00- 7-Jun 404 Education 10:30 Steiner Michael Decision-Making Styles’ Influence on Product and Brand 14.10 D101 11:00- 7-Jun 423 Brand Extension Success Drivers – It Management 12:30 Matters Where You Come from and Where You Go Steiner Michael Increasing Customers’ Willingness to Pay Business-to-Business 2.08 D303 16:00- 6-Jun 347 for Hybrid offerings: The Impact of Price Marketing & Networks 17:30 Presentation Formats Steinhoff Lena The Effect of Loyalty Programs on Target Relationship Marketing 15.01 D505 14:00- 5-Jun 215 and Bystander Customers: A Customer 15:30 Portfolio Perspective on Loyalty Program Performance Steinmann Sascha Analysing Customer Behaviour in Retailing, Channel 16.05 D404 09:00- 6-Jun 285 Multi Channel Retailing across the Management and 10:30 Purchase Process Using a Multi-State Logistics Markov-Model Stern Philip Marketing New Pharmaceuticals: Which Marketing Research and 8.02 D501 11:00- 5-Jun 184 Doctors Should Be Detailed? and When? Research Methodology 12:30 Stich Alexander Caught in a Lie: What Do Consumers Social Responsibility, 19.06 D503 11:00- 6-Jun 316 Perceive as Corporate Hypocrisy? Ethics and Consumer 12:30 Protection Stich Alexander Preserving Brand Luxury Online? An Product and Brand 14.05 D101 09:00- 6-Jun 282 Examination of Luxury Homepage Management 10:30 Design Stieler Maximilian Why Students Identify with Their Marketing of Public and 7.05 D305 09:00- 7-Jun 383 University: A "Students as Active Non-Profit Organisations 10:30 Participants" Paradigm Perspective Stokburger-Sauer Nicola The Role of Embeddedness and Self- SIG 22.07 D301 11:00- 7-Jun 112 Presentation in Online Content Provision 12:30 Storey Chris Once Upon a Time...The Power of Advertising, Promotion 1.02 D304 09:00- 5-Jun 146 Narrative over Metaphor for Services and Marketing 10:30 Advertising Communications Straatmann Tammo Drivers of Responsible Consumption Social Responsibility, 19.08 D503 16:00- 6-Jun 369 Ethics and Consumer 17:30 EMAC Conference

nd Protection

42 Stremersch Stefan Streamlining Grassroots Innovation in SIG 22.02 D301 11:00- 5-Jun 97 Large Firms 12:30 554 Last Name First Name Paper Title Track Session Room Time Date Page Streukens Sandra Communicating Value from a Service Relationship Marketing 15.03 D505 09:00- 7-Jun 395 Logic Perspective: The Explicitness of the 10:30 Customer’s Resource Integrating Role in Advertising Streukens Sandra To Participate or Not to Participate? Relationship Marketing 15.03 D505 09:00- 7-Jun 394 Exploring the Perceived Customer Value 10:30 of Co-Production Strobl Andreas How to Attract Mountain Tourists to Tourism Marketing 20.06 D405 09:00- 7-Jun 401 Ecotourism? Examining Moderating 10:30 Influences on Demand for Ecotourism Strobl Andreas The Role of Embeddedness and Self- SIG 22.07 D301 11:00- 7-Jun 112 Presentation in Online Content Provision 12:30 Sun Yang Role of Customer Equity in Sustainable KSMS-GAMMA 23.02 D401 11:00- 5-Jun 126 Marketing 12:30 Sundqvist Sanna Order Effects in Search and Choice Marketing Education 21.02 D403 15:00- 7-Jun 459 Phases: Information Gathered through 16:30 Different Word-of-Mouth Sources Sundqvist Sanna Salesperson Role Stress and Unethical Sales Management and 17.04 D404 11:00- 7-Jun 428 Behavior Personal Selling 12:30 Suoniemi Samppa Cadogan & Lee’s (2010) Suggestion Marketing Research and 8.01 D501 09:00- 5-Jun 157 For Measuring Endogenous Formative Research Methodology 10:30 Variables: An Empirical Example. Sutton-Brady Catherine Innovative Examinations in Marketing Marketing Education 21.01 D403 09:00- 7-Jun 404 Education 10:30 Swaen Valérie Enhancing CSR Communication Social Responsibility, 19.07 D503 14:00- 6-Jun 341 Credibility: on the Use of Infomercials Ethics and Consumer 15:30 Protection Sweldens Steven The Capacity Limitation of Feelings: Consumer Behaviour 3.21 D304 15:00- 7-Jun 442 Imagining More Consumption 16:30 Experiences Reduces Feeling-Based Valuations Swoboda Bernhard Building a Strong Retail Brand: A Retailing, Channel 16.03 D404 14:00- 5-Jun 217 Comparative Analysis of Non-Food- Management and 15:30 Retail Sectors Logistics Szczepanski Alexandra The Role of Price Expectations in the Modelling and 11.02 D501 11:00- 6-Jun 307 Impact of Price Promotions Forecasting 12:30 Szmigin Isabelle Collaboration in the Marketplace: Consumer Behaviour 3.01 D103 09:00- 5-Jun 149 Identifying the Critical Differences 10:30 between Prosumption and Consumer Co-Creation Tabeau Kasia Mental Model Differences between Innovation and New 4.01 D302 09:00- 5-Jun 154 External Designers and Their Clients: The Product Development 10:30 Influence on Project Exploration, Project Exploitation and Project Performance Taillard Marie A Recipe for Value: Creative Consumer Consumer Behaviour 3.01 D103 09:00- 5-Jun 150 Conversations 10:30 Taillard Marie The Role of Consumer Creativity in the Marketing Theory 10.03 D501 14:00- 6-Jun 331 Value Creation Process: A Conceptual 15:30 Framework Takada Hirokazu Warm versus Competent Nations: International and Cross- 5.01 D202 09:00- 5-Jun 155 Stereotype Effects on Expectations Cultural Marketing 10:30 of Hedonic versus Utilitarian Product Properties Talke Katrin They Say, They Care… How Firms Innovation and New 4.06 D302 11:00- 6-Jun 298 Handle Ideas and Suggestions Product Development 12:30 Submitted by Customers EMAC Conference

Tan Qun How Marketing Capabilities are International and Cross- 5.03 D202 14:00- 5-Jun 205 nd

Influenced and Reflected: A Meta- Cultural Marketing 15:30 42 Analytical Review 555 Last Name First Name Paper Title Track Session Room Time Date Page Tan Lina The Influence of Expectations on Airline Tourism Marketing 20.01 D405 09:00- 5-Jun 169 Stakeholders’ Beliefs, Attitudes and 10:30 Behavioural Intentions Tang Min Why Should I Visit This Country? Country Tourism Marketing 20.02 D405 11:00- 5-Jun 196 Personality as Predictor of Visiting 12:30 Intentions and the Moderating Role of Perceived Country Dissimilarity Tarkiainen Anssi A Preliminary Test of a Multi-Level SIG 22.06 D301 09:00- 7-Jun 108 Model of Adaptation and Export Venture 10:30 Performance Tarkiainen Anssi Salesperson Role Stress and Unethical Sales Management and 17.04 D404 11:00- 7-Jun 428 Behavior Personal Selling 12:30 Taylor Jennifer Do Highly Emotive Commercials Drive Consumer Behaviour 3.20 D102 15:00- 7-Jun 439 Sales? A Single-Source Approach 16:30 Teichmann Karin How to Attract Mountain Tourists to Tourism Marketing 20.06 D405 09:00- 7-Jun 401 Ecotourism? Examining Moderating 10:30 Influences on Demand for Ecotourism Teichmann Karin The Role of Embeddedness and Self- SIG 22.07 D301 11:00- 7-Jun 112 Presentation in Online Content Provision 12:30 Ter Braak Anne The Epidemic of Innovation Cloning: Innovation and New 4.03 D302 14:00- 5-Jun 204 Retailers’ Decision to Introduce Private Product Development 15:30 Label Innovation Copycats Terblanche Nic Developing a Scale to Measure the Tourism Marketing 20.07 D405 11:00- 7-Jun 434 Benefits of Co-Production 12:30 Terho Harri Cadogan & Lee’s (2010) Suggestion Marketing Research and 8.01 D501 09:00- 5-Jun 157 For Measuring Endogenous Formative Research Methodology 10:30 Variables: An Empirical Example. Terlutter Ralf Who Gains, Who Loses? Recall and New Technologies and 12.06 D504 14:00- 6-Jun 333 Recognition of Brand Placements in 2D, E-Marketing 15:30 3D and 4D Movies Tezer Ali Different Shades of Fit: When Surprising Social Responsibility, 19.01 D503 09:00- 5-Jun 168 Corporate Social Responsibility Improves Ethics and Consumer 10:30 Consumer Evaluations Protection Theodorakis Ioannis Do Entrepreneur’s Personality Traits Marketing Strategy and 9.03 D402 09:00- 7-Jun 385 Affect Market Orientation and Marketing Leadership 10:30 Planning in Small Firms? Theodoridis Prokopis Investigation of E-Public Relations’ New Technologies and 12.06 D504 14:00- 6-Jun 334 Adoption Construct E-Marketing 15:30 Thol Christian Capturing Value in Business Solutions Business-to-Business 2.08 D303 16:00- 6-Jun 347 – Strategic Paths from an Interactive Marketing & Networks 17:30 System Perspective Thongpapanl Narongsak Thinking of Customer Orientation From a Services Marketing 18.08 D203 16:00- 6-Jun 366 Relational Demography Perspective 17:30 Thornton Sabrina Understanding; Organisational Business-to-Business 2.02 D303 11:00- 5-Jun 175 Networking Behaviours in the Context of Marketing & Networks 12:30 the UK Manufacturing Sector Thurner Norbert Switching Experience, Customer Business-to-Business 2.04 D303 16:00- 5-Jun 228 Satisfaction, and Switching Costs in B2B Marketing & Networks 17:30 Telecommunication Services Tiasuwan Pakkawadee Interactive Websites: The Effects of Social New Technologies and 12.10 D502 09:00- 7-Jun 390 Presence on Customer Decisions in the E-Marketing 10:30 Online Luxury Goods Sector Tillmanns Sebastian Loyalty Programs and the Role of Social Responsibility, 19.02 D503 11:00- 5-Jun 193 Consumer Privacy Concerns Ethics and Consumer 12:30 Protection Timoumi Ahmed Wardrobing: Is It Really All That Bad? Retailing, Channel 16.01 D404 09:00- 5-Jun 163 EMAC Conference

nd Management and 10:30

42 Logistics

556 Last Name First Name Paper Title Track Session Room Time Date Page Toivonen Hanna Credibility of a “Real Person” Endorser Advertising, Promotion 1.08 D201 11:00- 6-Jun 291 and Advertising Effectiveness and Marketing 12:30 Communications Tomczak Torsten Solid Possessions: How Objects Reduce Consumer Behaviour 3.16 D103 11:00- 7-Jun 407 Psychological Distance to Intangible 12:30 Meanings Toon Mark Operational Exchange in Collaborative Business-to-Business 2.05 D303 09:00- 6-Jun 259 Business to Business Alliances: Marketing & Networks 10:30 Antecedents and the Impact of Firm Size Toporowski Waldemar Differentiation in Online Retailing: Retailing, Channel 16.04 D404 16:00- 5-Jun 247 Analysing the Consumer’s Perspective Management and 17:30 Using a Repertory Grid Approach Logistics Torkkeli Lasse Organizational and Individual Network Business-to-Business 2.02 D303 11:00- 5-Jun 176 Competence in Context: An Intercultural Marketing & Networks 12:30 Perspective Totzek Dirk How Sellers Can Be Ambitious in Price Business-to-Business 2.03 D303 14:00- 5-Jun 199 Negotiations without Harming the Marketing & Networks 15:30 Buyer-Seller Relationship Touzani Mourad Survey Participants Lost in Translation: International and Cross- 5.05 D202 09:00- 6-Jun 268 An Experimental Study on the Use of Cultural Marketing 10:30 Dialectal vs. Standard Language Töndevold Karina Could It Be Best to Avoid Consumers in Innovation and New 4.10 D302 11:00- 7-Jun 413 New Product Development? Exploring Product Development 12:30 the Impact on Brand Uniqueness and Self-Brand Connection Triantafillidou Amalia Delving Inside the Multidimensional Consumer Behaviour 3.21 D304 15:00- 7-Jun 442 Nature of Experience across Different 16:30 Consumption Activities Trim Peter Social innovation effects on the KSMS-GAMMA 23.04 D401 16:00- 5-Jun 133 satisfaction of Social platform usage 17:30 Troye Sigurd Brand Connections in Children’s Self and Consumer Behaviour 3.05 D103 16:00- 5-Jun 230 Peer Descriptions: Findings from Norway 17:30 Tsafarakis Stelios A New Nature-Inspired Mechanism Modelling and 11.01 D501 09:00- 6-Jun 276 for Market Segmentation: Empirical Forecasting 10:30 Implementation and Evaluation Tse Caleb Effects of Conventional Ads in A Digital Advertising, Promotion 1.03 D201 11:00- 5-Jun 171 Age: Effects of Internet and Conventional and Marketing 12:30 Advertising on Brand Awareness and Communications Desire in China Market Tsichla Eirini Female and Male Stereotypes in Print Advertising, Promotion 1.03 D201 11:00- 5-Jun 172 Cypriot Advertisements Measuring, and Marketing 12:30 Comparing and Exploring the Communications Association of Gender with Visual and Verbal Presentation Styles Tudoran Ana Alina SEM in Applied Marketing Research: Marketing Research and 8.01 D501 09:00- 5-Jun 158 Towards More Liberalised Modelling Research Methodology 10:30 Approaches Tunca Burak Brand Connections in Children’s Self and Consumer Behaviour 3.05 D103 16:00- 5-Jun 230 Peer Descriptions: Findings from Norway 17:30 Tuninga Ron The Role of Situational Anxiety and Consumer Behaviour 3.18 D304 11:00- 7-Jun 412 Waiting Time Satisfaction in Three Multi- 12:30 Stage Service Settings Tuohino Anja Activity Based Segmentation of Rural Tourism Marketing 20.06 D405 09:00- 7-Jun 402 Wellbeing Tourists 10:30 Tuy Sokkha An Examination of Awkward Service Services Marketing 18.09 D203 09:00- 7-Jun 398 Experiences 10:30 EMAC Conference nd 42

557 Last Name First Name Paper Title Track Session Room Time Date Page Tuzovic Sven Is the Role of Marketing Diminishing? KSMS-GAMMA 23.03 D401 14:00- 5-Jun 128 Results From Three Geographical 15:30 Regions: Asia, Europe and USA Tzempelikos Nektarios The Role of Top Management in Key Business-to-Business 2.07 D303 14:00- 6-Jun 317 Account Management Effectiveness – Marketing & Networks 15:30 An Empirical Study Tzokas Nikolaos Knowledge Integration across the Innovation and New 4.06 D302 11:00- 6-Jun 297 Knowledge Creation (KC) Phases for Product Development 12:30 Discontinuous Innovations Uhl Marc Personal values towards automobiles of KSMS-GAMMA 23.03 D401 14:00- 5-Jun 130 younger age groups in Germany 15:30 Ulaga Wolfgang Increasing Customers’ Willingness to Pay Business-to-Business 2.08 D303 16:00- 6-Jun 347 for Hybrid offerings: The Impact of Price Marketing & Networks 17:30 Presentation Formats Ulrich Jasmin Brand Ambassador or Substitute? – The Business-to-Business 2.07 D303 14:00- 6-Jun 318 Role of the Salesperson in Industrial Marketing & Networks 15:30 Brand Management Ulrich Isabelle The Effect of Consumer Gender on Product and Brand 14.10 D101 11:00- 7-Jun 423 the Evaluation of Cross-Gender Brand Management 12:30 Extensions in Western Cultures Uncles Mark Cosmopolitan Heartbeats: The Temporal Consumer Behaviour 3.07 D102 09:00- 6-Jun 265 Structuration of Consumption in 10:30 Conditions of Global Mobility Uncles Mark Measuring Attention to Advertising Advertising, Promotion 1.01 D201 09:00- 5-Jun 144 and Marketing 10:30 Communications Uray Nimet The Moderating Role of Host Country Marketing in Emerging 6.03 D304 14:00- 6-Jun 328 Selection in EU for Direct Investment of and Transition 15:30 Turkish MNCS Economies Urban Kathrin They Say, They Care… How Firms Innovation and New 4.06 D302 11:00- 6-Jun 298 Handle Ideas and Suggestions Product Development 12:30 Submitted by Customers Usunier Jean-Claude Utilitarian and Hedonic Value as Drivers New Technologies and 12.07 D504 16:00- 6-Jun 359 of Online Consumer Intentions: A Cross- E-Marketing 17:30 Culture Study Utgård Jakob How Accidents Can Be Good for the Product and Brand 14.09 D101 09:00- 7-Jun 392 Brand: The Role of Accident-Brand Management 10:30 Stereotype Match and Self-Brand Congruity in User Accidents Uusitalo Outi Credibility of a “Real Person” Endorser Advertising, Promotion 1.08 D201 11:00- 6-Jun 291 and Advertising Effectiveness and Marketing 12:30 Communications Uusitalo Outi Financial Capability Among the Young: Social Responsibility, 19.10 D503 11:00- 7-Jun 431 Youth Perceptions of the Responsibilities Ethics and Consumer 12:30 of Organisations Promoting Financial Protection Capability Uždavinytė Živilė Environmental Concern and Intention Social Responsibility, 19.08 D503 16:00- 6-Jun 369 to Purchase from a Socially Responsible Ethics and Consumer 17:30 Company: Predictors and Relation Protection Valck Kristine De We Want Drama! The Effect of Online Consumer Behaviour 3.03 D103 11:00- 5-Jun 179 Conflict on Social Capital in Online 12:30 Communities of Consumption Vale Rita Do You Believe It? The Role of Pre-Hold Consumer Behaviour 3.02 D102 09:00- 5-Jun 151 Beliefs about Impulsivity Outcomes on 10:30 Consumers Preferences for Hedonic and Utilitarian Products EMAC Conference

nd Valentini Sara Redoubling Emotions: An Analysis of Services Marketing 18.10 D203 11:00- 7-Jun 429

42 Customers’ Emotional Patterns Following 12:30 Service Failure and Recovery Valerie Guillard What Makes A Hoarder Decide To Give Relationship Marketing 15.03 D505 7-Jun 09:00- 395 558 Things Away To Charity? 10:30 Last Name First Name Paper Title Track Session Room Time Date Page Van Birgelen Marcel On the Role of Culture in Establishing International and Cross- 5.04 D202 16:00- 5-Jun 234 Consumer-Brand Relationships Cultural Marketing 17:30 Van Den Brakel Jan Establishing the Accuracy of Online Marketing Research and 8.02 D501 11:00- 5-Jun 184 Panel Research Research Methodology 12:30 Van Den Broek Tijs Learning How to Respond to Anti- Marketing Education 21.02 D403 15:00- 7-Jun 458 Branding Communities: Designing a 16:30 Dilemma-Based Serious Game for Online Marketing Management Van Den Driessche Liesbet The Curious Case of Curiosity : Consumer Behaviour 3.10 D103 14:00- 6-Jun 320 Unpleasant Advertising and Curiosity 15:30 Abstract Van Der Borgh Michel The Capabilities and Performance of Sales Management and 17.03 D404 09:00- 7-Jun 396 Ambidextrous Sales Organizations Personal Selling 10:30 Van Der Heijden Gielis Disentangling The Effects of Role Services Marketing 18.07 D203 14:00- 6-Jun 339 Stress on Service Performance: The 15:30 Role of Frontline Employees’ Ideas for Improvement van Dolen Willemijn M. Attentive customer care or privacy SIG 22.07 D301 11:00- 7-Jun 114 infringement? Dealing with customer 12:30 feedback on social network sites Van Doorn Jenny When Doing Good Leads to Increased Social Responsibility, 19.11 D503 15:00- 7-Jun 457 Customer Loyalty – A Contingency Ethics and Consumer 16:30 Perspective Protection Van Goolen Robrecht Spam: Segmenting Email Users Based New Technologies and 12.13 D504 15:00- 7-Jun 448 on Privacy Concern and Protection of E-Marketing 16:30 Personal Information Van Heerde Harald Price War Journalism: Oil on the Pricing and Financial 13.04 D403 16:00- 6-Jun 362 Fire? How Media Coverage Impacts Issues in Marketing 17:30 Consumers and Investors Van Herpen Erica Show Me How to Achieve My Goals: Consumer Behaviour 3.04 D103 14:00- 5-Jun 201 The Effect of Regulatory Focus on the 15:30 Influence of Social Norms van Noort Guda Negative word of mouth on Social SIG 22.07 D301 11:00- 7-Jun 113 Network Sites: How to change online 12:30 brand opinion dynamics with effective webcare Van Oerle Sarah A Taxonomy Of Online Open Innovation Innovation and New 4.04 D302 16:00- 5-Jun 232 Platforms Product Development 17:30 Van Oerle Sarah Nature and Impact of Patients´ Network Services Marketing 18.01 D203 09:00- 5-Jun 165 Position on Value Co-Creation in Online 10:30 Health Care Communities van Rekom Johan When Stakeholder Marketing Feels SIG 22.03 D301 14:00- 5-Jun 100 Right: Regulatory Fit and Consumer 15:30 Attitudes Van Trijp Hans C. M. Show Me How to Achieve My Goals: Consumer Behaviour 3.04 D103 14:00- 5-Jun 201 The Effect of Regulatory Focus on the 15:30 Influence of Social Norms Van Vaerenbergh Yves The Language Backfire Effect: Do Services Marketing 18.04 D203 16:00- 5-Jun 248 Customers Always Prefer to be Served in 17:30 Their Strongest Language? Vandenbulcke Virginie Customer Segmentation Based on a Retailing, Channel 16.03 D404 14:00- 5-Jun 216 Collaborative Recommendation System: Management and 15:30 Application to a Mass Retail Company Logistics Vanheems Régine Honest Signalling in Advertisements: Advertising, Promotion 1.03 D201 11:00- 5-Jun 172 How Biologically Relevant Signals Can and Marketing 12:30 Influence Perceived Product Quality Communications EMAC Conference

Vanhuele Marc What Is the Best Strategy to Track the Pricing and Financial 13.02 D403 16:00- 5-Jun 240 nd

Price of Your Shopping Basket? Issues in Marketing 17:30 42 Vanrie Jan Tasting the Smell: Scent Experts’ and Consumer Behaviour 3.11 D102 14:00- 6-Jun 322 Laymen’s Evaluation of Product (In) 15:30 congruity 559 Last Name First Name Paper Title Track Session Room Time Date Page Vardar Nükhet The Moderating Role of Host Country Marketing in Emerging 6.03 D304 14:00- 6-Jun 328 Selection in EU for Direct Investment of and Transition 15:30 Turkish MNCS Economies Vassileva Bistra Applying Refrac to Advance Student Marketing Education 21.01 D403 09:00- 7-Jun 404 Learning in the Field of Marketing 10:30 Vassiliadis Chris Constraint Based Segmentation for Ski Tourism Marketing 20.05 D405 16:00- 6-Jun 371 Resort Tourists 17:30 Västfjäll Daniel Explaining the Processes Behind Marketing of Public and 7.02 D305 11:00- 6-Jun 305 Identifiability and Magnitude Effects on Non-Profit Organisations 12:30 Charitable Giving Verhellen Yann Brand Placement in a Real-Life Television Advertising, Promotion 1.12 D201 15:00- 7-Jun 436 Show: The Effectiveness of Integrated and Marketing 16:30 and Non-Integrated Placement and the Communications Role of Connectedness Verhoef Peter The Moderating Role of Industry and Relationship Marketing 15.04 D505 11:00- 7-Jun 426 Firm Characteristics on the Effects 12:30 of Value Equity, Brand Equity, and Relationship Equity on Loyalty Verhoef Peter C. When Doing Good Leads to Increased Social Responsibility, 19.11 D503 15:00- 7-Jun 457 Customer Loyalty – A Contingency Ethics and Consumer 16:30 Perspective Protection Vermeir Iris “When Being Sure That You Are Unsure Consumer Behaviour 3.15 D102 09:00- 7-Jun 378 Predicts Behavior” - Some Ambivalent 10:30 Attitudes Are More Predictive of Behavior than Others Vermeir Iris The Curious Case of Curiosity : Consumer Behaviour 3.10 D103 14:00- 6-Jun 320 Unpleasant Advertising and Curiosity 15:30 Abstract Vermeir Iris When Being Consistent Matters: The Consumer Behaviour 3.12 D103 16:00- 6-Jun 351 Effect of Valence Consistency on Review 17:30 Helpfulness Vernette Eric Making Someone Else’s Object One’s Consumer Behaviour 3.08 D103 11:00- 6-Jun 294 Own: the Matter of Second-Hand Item 12:30 Appropriation Vernuccio Maria Social Commerce: Managerial Challenges New Technologies and 12.11 D504 11:00- 7-Jun 419 and Marketing Opportunities: A E-Marketing 12:30 Qualitative Study Vicdan Handan Deconstructing the Consumer and the Consumer Behaviour 3.15 D102 09:00- 7-Jun 377 Organisation through Social Media 10:30 Enabled Surveillance Victoria Villeda Isabel Much Ado About Nothing? – Negative Product and Brand 14.09 D101 09:00- 7-Jun 392 Spillover Effects and Management Management 10:30 Reactions to Negative Brand Publicity in Different Scenarios of Brand Linkage Viedma Rosemarie Acculturation Level to Brand Culture: An Consumer Behaviour 3.14 D103 09:00- 7-Jun 375 Anthropological Approach of Harley- 10:30 Davidson Case Vila Natalia Does Social Networking Really Impact New Technologies and 12.14 D502 15:00- 7-Jun 449 on Brands? E-Marketing 16:30 Villarroel Francisco Boosting or Attenuating? The Llinguistic SIG 22.01 D301 09:00- 5-Jun 93 Features of Sentiment Strength in User 10:30 Generated Content Viot Catherine The DNA of Patronymic Brands Product and Brand 14.03 D101 14:00- 5-Jun 214 Management 15:30 Visentin Marco Construal-Level Based Biases in Common Marketing Research and 8.03 D501 11:00- 7-Jun 415 Marketing Research Techniques: Conjoint Research Methodology 12:30 EMAC Conference

nd Analysis and Perceptual Mapping 42

560 Last Name First Name Paper Title Track Session Room Time Date Page Voeth Markus “After The Game Is Before the Game!” Business-to-Business 2.03 D303 14:00- 5-Jun 200 – Renegotiation Insights From Business- Marketing & Networks 15:30 to-Business Marketing Literature Voeth Markus Dealing With Feeling – Emotions Business-to-Business 2.03 D303 14:00- 5-Jun 200 in E-Negotiations and Face-To-Face Marketing & Networks 15:30 Negotiations Von Bergh Dennis The Role of Situational Anxiety and Consumer Behaviour 3.18 D304 11:00- 7-Jun 412 Waiting Time Satisfaction in Three Multi- 12:30 Stage Service Settings Von Wallpach Sylvia Brands As Action Nets Marketing Theory 10.01 D501 14:00- 5-Jun 207 15:30 Von Wallpach Sylvia Employee During the Day, Consumer at Product and Brand 14.08 D101 16:00- 6-Jun 364 Night: How Multiple Stakeholder Roles Management 17:30 Impact Brand Meaning Von Wallpach Sylvia Understanding Processes of Multi- Product and Brand 14.08 D101 16:00- 6-Jun 364 Stakeholder Brand-Interessement Management 17:30 Vor Dem Esche Jonas By The Power of Social Media… I Consumer Behaviour 3.15 D102 09:00- 7-Jun 377 Have the Power! A Critical Review of 10:30 Consumer Empowerment in the Social Network Era Vosgerau Joachim Depreciation of the Past: Diagnostic Consumer Behaviour 3.13 D102 16:00- 6-Jun 352 Behaviors Have a Longer-Lasting Impact 17:30 than Non-Diagnostic Behaviors Vossen Alexander Attracting Consumers To Idea Co- Innovation and New 4.04 D302 16:00- 5-Jun 231 Creation Product Development 17:30 Vossen Alexander Working with or Against Each Other? Innovation and New 4.04 D302 16:00- 5-Jun 232 Exploring the Effect of Consumer Product Development 17:30 Interaction on their Evaluation of Participation in Firm Hosted Ideation Voyer Benjamin The Effect of Culture on Perception and Consumer Behaviour 3.07 D102 09:00- 6-Jun 263 Cognition: A Conceptual Framework 10:30 Voyer Benjamin The Role of Consumer Creativity in the Marketing Theory 10.03 D501 14:00- 6-Jun 331 Value Creation Process: A Conceptual 15:30 Framework Völckner Franziska The Employer Brand Value Chain - How Product and Brand 14.08 D101 16:00- 6-Jun 365 an Employer Brand Impacts Financial Management 17:30 Value Völckner Franziska The Neglected Triangle of Nespresso, Advertising, Promotion 1.11 D201 11:00- 7-Jun 406 George Clooney, and Me: Brand- and Marketing 12:30 Endorser-Consumer (BEC) Fit Indictors Communications Incrementally Predict Consumer Attitudes and Behavioural Intentions Wadhwa Monica The Capacity Limitation of Feelings: Consumer Behaviour 3.21 D304 15:00- 7-Jun 442 Imagining More Consumption 16:30 Experiences Reduces Feeling-Based Valuations Wagner Tillmann Caught in a Lie: What Do Consumers Social Responsibility, 19.06 D503 11:00- 6-Jun 316 Perceive as Corporate Hypocrisy? Ethics and Consumer 12:30 Protection Wagner Udo Consumer In-Store Responses to Retail Retailing, Channel 16.01 D404 09:00- 5-Jun 163 Shopper Confusion Management and 10:30 Logistics Wagner Gerhard Differentiation in Online Retailing: Retailing, Channel 16.04 D404 16:00- 5-Jun 247 Analysing the Consumer’s Perspective Management and 17:30 Using a Repertory Grid Approach Logistics EMAC Conference nd 42

561 Last Name First Name Paper Title Track Session Room Time Date Page Wagner Ralf Do Customer Club Memberships Business-to-Business 2.04 D303 16:00- 5-Jun 227 Really Enhance Reputation, Customer Marketing & Networks 17:30 Satisfaction and Loyalty in B-to-B Relationships? Wagner Udo Eye-Catching Price Sequences Used in Pricing and Financial 13.02 D403 16:00- 5-Jun 239 Retailing: An Empirical Analysis Issues in Marketing 17:30 Wagner Ralf Hierarchical Bayes Approach for Consumer Behaviour 3.09 D102 11:00- 6-Jun 297 Analyzing The Impact of Labeling on the 12:30 Country of Origin Effect Wagner Udo Retail Shopper Confusion: Marketing Theory 10.04 D501 09:00- 7-Jun 387 Conceptualization, Scale Development, 10:30 Nomological Validation Wagner Manuel Rumor Has It: An Analysis of Rumors in Advertising, Promotion 1.09 D201 16:00- 6-Jun 344 the Context of Product Introductions and Marketing 17:30 Communications Wagner Udo The Joint-Effect of Sponsorship and Advertising, Promotion 1.11 D201 11:00- 7-Jun 407 Print Advertising on Brand Image in and Marketing 12:30 Integrated Marketing Communication Communications Strategies Waiguny Martin K. J. Efficacy of Online Reviews: The Impact New Technologies and 12.10 D502 09:00- 7-Jun 390 of Review Style and Reader-Writer E-Marketing 10:30 Similarity Waiguny Martin Who Gains, Who Loses? Recall and New Technologies and 12.06 D504 14:00- 6-Jun 333 Recognition of Brand Placements in 2D, E-Marketing 15:30 3D and 4D Movies Walsh Gianfranco The Influence of Individual-Level International and Cross- 5.08 D202 16:00- 6-Jun 355 Cultural Values on Antecedents of Cultural Marketing 17:30 Perceived Value of A Social Marketing Website: A Multi-Country Analysis Walther Eva Using Viral Messages to Shape the Consumer Behaviour 3.16 D103 11:00- 7-Jun 408 Image of the Self: An Investigation of 12:30 the Impact of Self-Congruity with Viral Messages on Forwarding Intentions Wamsler Stefan Boosting The Impact of Sustainability on Social Responsibility, 19.04 D503 16:00- 5-Jun 252 Brand Equity: Differentiating Social and Ethics and Consumer 17:30 Environmental Performance and Their Protection Interactions with Innovation Wang Weisha Advertising to Bicultural Consumers: Advertising, Promotion 1.07 D201 09:00- 6-Jun 258 The Role of Dialecticism and Bicultural and Marketing 10:30 Identity Integration on Persuasion Communications Wang Hui-Ming Deanna Marketing Line Extensions: The Interplay Product and Brand 14.10 D101 11:00- 7-Jun 422 of Innovation and Marketing Mix Management 12:30 Variables Wang Yanan Mortality Salience and Product Consumer Behaviour 3.16 D103 11:00- 7-Jun 409 Evaluation: Role of Self versus Loved 12:30 Ones Wang May Organizational Learning and Marketing in Emerging 6.02 D304 11:00- 6-Jun 302 Innovations: A Study of High-Tech Firms and Transition 12:30 in China Economies Warlop Luk Consumers’ Catharsis and Service Services Marketing 18.04 D203 16:00- 5-Jun 250 Failure: The Moderating Role of Stability 17:30 Attributions and Regulatory Focus Warlop Luk Looking for Revenge? Talk to a Stranger Consumer Behaviour 3.04 D103 14:00- 5-Jun 202 15:30 Warlop Luk Solid Possessions: How Objects Reduce Consumer Behaviour 3.16 D103 11:00- 7-Jun 407 Psychological Distance to Intangible 12:30 EMAC Conference

nd Meanings

42 Warlop Luk Women Seek More Variety When Closer Consumer Behaviour 3.18 D304 11:00- 7-Jun 411 to Ovulation 12:30 562 Last Name First Name Paper Title Track Session Room Time Date Page Warren Caleb What Makes Things Cool? The Role of Consumer Behaviour 3.11 D102 14:00- 6-Jun 321 Bounded Autonomy 15:30 Watne Torgeir Myths, Heroes and Folklore: Craft Product and Brand 14.04 D101 16:00- 5-Jun 243 Breweries Delving into Place for Their Management 17:30 Brand Narratives Weggeman Mathieu C.D.P. Interconnected Channels: Competitive SIG 22.04 D301 11:00- 6-Jun 102 Cross-Channel Effects of The Introduction 12:30 of a New Online Channel Wehrle Frederick T. Honest Signalling in Advertisements: Advertising, Promotion 1.03 D201 11:00- 5-Jun 172 How Biologically Relevant Signals Can and Marketing 12:30 Influence Perceived Product Quality Communications Weiger Welf The Role of Self-determination in Social SIG 22.07 D301 11:00- 7-Jun 111 Media: Assessing its Drivers and its 12:30 Impact on Content Generation Weijters Bert Are Extreme and Midpoint Response Marketing Research and 8.01 D501 09:00- 5-Jun 158 Styles Satisficing Strategies? A Structural Research Methodology 10:30 Equation Mixture Model Weispfenning Felix Do Prices Really Matter in the Formation Pricing and Financial 13.02 D403 16:00- 5-Jun 241 of Store Price Image? How Retailers May Issues in Marketing 17:30 Establish a Low Price Image Without Necessarily Changing Prices Weispfenning Felix Marketing Managers’ Mental Marketing Strategy and 9.02 D402 11:00- 6-Jun 305 Representations of Leadership Leadership 12:30 Effectiveness: A Cross-Functional Perspective Weiss Rebecca Establishing the Accuracy of Online Marketing Research and 8.02 D501 11:00- 5-Jun 184 Panel Research Research Methodology 12:30 Weltevreden Jesse W.J. Attentive customer care or privacy SIG 22.07 D301 11:00- 7-Jun 114 infringement? Dealing with customer 12:30 feedback on social network sites Wentzel Daniel Solid Possessions: How Objects Reduce Consumer Behaviour 3.16 D103 11:00- 7-Jun 407 Psychological Distance to Intangible 12:30 Meanings Wentzel Daniel Turning Friends into Customers? The Services Marketing 18.03 D203 14:00- 5-Jun 219 Impact of Employee Referral Programs 15:30 on Referral Likelihood Wertenbroch Klaus The Journal of Marketing Behavior: Rigor SIS 2 24.02 D301 16:00- 6-Jun 120 and Relevance Revisited 17:30 Wetzel Hauke Strengthening Firm’s Societal Role – Social Responsibility, 19.06 D503 11:00- 6-Jun 315 How Compensation Strategies Help to Ethics and Consumer 12:30 React on Social Misconducts Protection Wetzel Hauke The Role of Self-determination in Social SIG 22.07 D301 11:00- 7-Jun 111 Media: Assessing its Drivers and its 12:30 Impact on Content Generation Wetzels Martin Boosting or Attenuating? The Llinguistic SIG 22.01 D301 09:00- 5-Jun 93 Features of Sentiment Strength in User 10:30 Generated Content White John An Enemy by Association: Sponsorship Advertising, Promotion 1.05 D201 14:00- 5-Jun 197 Responses by Fans of a Rival Soccer Team and Marketing 15:30 Communications Wiebach Nicole Uncovering the Drivers of the Negative Consumer Behaviour 3.11 D102 14:00- 6-Jun 322 Attraction Effect 15:30 Wiebenga Jacob H. Me, Myself and Ikea: Qualifying the Role Product and Brand 14.03 D101 14:00- 5-Jun 213 of Implicit Egotism in Brand Judgment Management 15:30 Wiedmann Martin The Age of Atmosphere: Age-Specific Retailing, Channel 16.03 D404 14:00- 5-Jun 218 Visitor Expectations on Consumer Trade Management and 15:30 EMAC Conference

Show Atmosphere Logistics nd

Wieringa Jaap Marketing New Pharmaceuticals: Which Marketing Research and 8.02 D501 11:00- 5-Jun 184 42 Doctors Should Be Detailed? and When? Research Methodology 12:30 Wiertz Caroline Consuming Media “Trash” - When “Bad” Consumer Behaviour 3.02 D102 09:00- 5-Jun 152 Can Be “Good” 10:30 563 Last Name First Name Paper Title Track Session Room Time Date Page Wieseke Jan A Multilevel Investigation of Emotional Services Marketing 18.06 D203 11:00- 6-Jun 313 Proletarians’ Stigma in Frontline 12:30 Encounters Wiesel Thorsten Take It or Leave It: The Effect of User SIG 22.01 D301 09:00- 5-Jun 92 Generated Content on Product Returns 10:30 Wiesel Thorsten The Moderating Role of Industry and Relationship Marketing 15.04 D505 11:00- 7-Jun 426 Firm Characteristics on the Effects 12:30 of Value Equity, Brand Equity, and Relationship Equity on Loyalty Wijnberg Nachoem Mental Model Differences between Innovation and New 4.01 D302 09:00- 5-Jun 154 External Designers and Their Clients: The Product Development 10:30 Influence on Project Exploration, Project Exploitation and Project Performance Wijnberg Nachoem The Effects of Credibility and Salience Consumer Behaviour 3.20 D102 15:00- 7-Jun 440 of Signals on Economic Performance: A 16:30 Study of Corporate Art Collectors Wilczek Halina Multi-Stage Marketing: How Does It Business-to-Business 2.01 D303 09:00- 5-Jun 147 Affect Relationship Quality between a Marketing & Networks 10:30 B2B Supplier and Its Direct Customers? Willart Sylvain Decision Support for Valuing Customers Modelling and 11.01 D501 09:00- 6-Jun 276 as Restful Web Services Forecasting 10:30 Willemsen Lotte Negative word of mouth on Social SIG 22.07 D301 11:00- 7-Jun 113 Network Sites: How to change online 12:30 brand opinion dynamics with effective webcare Wilner Sarah Innovation As An Outcome Of A Innovation and New 4.02 D302 11:00- 5-Jun 181 Sustainability Orientation Product Development 12:30 Wilson Hugh Enhancing Customer Perceived Value Relationship Marketing 15.03 D505 09:00- 7-Jun 394 Measurement: A Multidimensional Index 10:30 for Television Consumption Wilson Hugh Interconnected Practices: How Meaning SIG 22.04 D301 11:00- 6-Jun 104 can be Lost in Translation 12:30 Wilson Hugh Multi-Touchpoint Customer Marketing Research and 8.04 D501 15:00- 7-Jun 444 Segmentation in Relational Contexts: Research Methodology 16:30 Using a Real-Time Experience Tracking Approach Windler Katharina Capturing Value in Business Solutions Business-to-Business 2.08 D303 16:00- 6-Jun 347 – Strategic Paths from an Interactive Marketing & Networks 17:30 System Perspective Wirtz Jochen Online and Offline Referral Reward Services Marketing 18.03 D203 14:00- 5-Jun 219 Programs 15:30 Wirtz Jochen Is the Role of Marketing Diminishing? KSMS-GAMMA 23.03 D401 14:00- 5-Jun 128 Results From Three Geographical 15:30 Regions: Asia, Europe and USA Wittkowski Kristina The VAE-Chain of Non-Ownership Services Marketing 18.11 D203 15:00- 7-Jun 455 Services 16:30 Woisetschläger David Demonstrative Adoption of Innovative Business-to-Business 2.07 D303 14:00- 6-Jun 319 Products Within Organizations - The Case Marketing & Networks 15:30 of Battery Electric Vehicles Woisetschläger David M. How Sponsorship Affects Brand Attitude: Advertising, Promotion 1.05 D201 14:00- 5-Jun 198 The Role of Sponsor Partnership and Marketing 15:30 Characteristics Communications Woisetschläger David Innovation Management in Franchise Retailing, Channel 16.04 D404 16:00- 5-Jun 246 Networks – The Role of Franchisee Management and 17:30 Participation Logistics Wolfsteiner Elisabeth Consumer Attitudes toward Sponsors vs. Advertising, Promotion 1.05 D201 14:00- 5-Jun 198 EMAC Conference

nd Ambushers and Marketing 15:30

42 Communications

564 Last Name First Name Paper Title Track Session Room Time Date Page Wolfsteiner Elisabeth The Joint-Effect of Sponsorship and Advertising, Promotion 1.11 D201 11:00- 7-Jun 407 Print Advertising on Brand Image in and Marketing 12:30 Integrated Marketing Communication Communications Strategies Woo HeeSeok Social Network Analysis for Customer KSMS-GAMMA 23.02 D401 11:00- 5-Jun 125 Equity 12:30 Woodside Arch G. Government Regulations of Business, KSMS-GAMMA 23.03 D401 14:00- 5-Jun 127 Corruption, Reforms and the Economic 15:30 Growth of Nations Woodside Arch The Archetypes within Consumer Consumer Behaviour 3.14 D103 09:00- 7-Jun 375 Narratives: An Approach Capable of 10:30 Explaining the Consumer-Brand Desire and Relationship Woratschek Herbert Online Brand Communities: Loyal to the Product and Brand 14.06 D101 11:00- 6-Jun 310 Community or the Brand? Management 12:30 Woratschek Herbert The Effects of Customer Satisfaction Product and Brand 14.03 D101 14:00- 5-Jun 213 and Consumer-Brand Identification Management 15:30 on Customer Loyalty Revisited: The Moderating Role of Market Uncertainty Xiao Sarah Hong Impulsivity and Impulse Buying: A Cross- Marketing in Emerging 6.03 D304 14:00- 6-Jun 327 National Examination and Transition 15:30 Economies Xie Chunyan The Effect of Unethical and Ethical Social Responsibility, 19.05 D503 09:00- 6-Jun 289 Corporate Behaviours on Consumer Ethics and Consumer 10:30 Decision to Support Social Cause Protection Organizations: The Role of Moral Emotions and Individual Differences Yamagami Kimura Junko Sharing From Social Comparison Theory International and Cross- 5.08 D202 16:00- 6-Jun 356 Perspective: A Cross-Cultural Study Cultural Marketing 17:30 of French and Japanese Adolescent Daughters’ Mothers Yannopoulou Natalia Exploring What Types of Brand Related Consumer Behaviour 3.15 D102 09:00- 7-Jun 378 Information Interest Consumers within 10:30 Social Media Yen Dorothy Brand Perceived Value: The Development Product and Brand 14.04 D101 16:00- 5-Jun 242 of a Multidimensional Scale Management 17:30 Yeo Sung Hwan Social innovation effects on the KSMS-GAMMA 23.04 D401 16:00- 5-Jun 133 satisfaction of Social platform usage 17:30 Yoo Jaehyeoung Social Network Analysis for Customer KSMS-GAMMA 23.02 D401 11:00- 5-Jun 125 Equity 12:30 Yu Xiaolei Brand Experience and Customer Equity KSMS-GAMMA 23.02 D401 11:00- 5-Jun 127 in SNS Environment 12:30 Zammit Alessandra It is Not Me! So I Customize It! Consumer Behaviour 3.01 D103 09:00- 5-Jun 149 10:30 Zanfardini Marina Social Responsibility Effects on Tourism Tourism Marketing 20.01 D405 09:00- 5-Jun 170 Destination Image, Perceived Quality 10:30 and Loyalty Zanger Cornelia Resilience as a Resource to Improve Sales Management and 17.04 D404 11:00- 7-Jun 428 Sales Performance in Adverse Workplace Personal Selling 12:30 Situations Zanger Cornelia When Materialistic and Sustainable Consumer Behaviour 3.06 D103 09:00- 6-Jun 262 Values Collide: Strategies to Cope 10:30 Zarantonello Lia An Experiential Account of Happiness in Consumer Behaviour 3.21 D304 15:00- 7-Jun 441 Life and in Ads 16:30 Zauner Alexander Analysing The Negativity Effect of Online Consumer Behaviour 3.12 D103 16:00- 6-Jun 349 Reviews 17:30 EMAC Conference

Zenker Sebastian Brand Complexity and Identification: An Marketing of Public and 7.03 D305 14:00- 6-Jun 329 nd

Integrative Model for Place Branding Non-Profit Organisations 15:30 42 Zentes Joachim Understanding the Brand Equity of Retailing, Channel 16.05 D404 09:00- 6-Jun 284 Multichannel Retailers Management and 10:30 Logistics 565 Last Name First Name Paper Title Track Session Room Time Date Page Zerbini Fabrizio Supplier Know-How Transfer Capacity in Business-to-Business 2.05 D303 09:00- 6-Jun 258 the Vendor Selection Process Marketing & Networks 10:30 Zhang Kuangjie The Capacity Limitation of Feelings: Consumer Behaviour 3.21 D304 15:00- 7-Jun 442 Imagining More Consumption 16:30 Experiences Reduces Feeling-Based Valuations Zhang Mohua The Influence of Territory of Origin on International and Cross- 5.01 D202 09:00- 5-Jun 155 Product’s Authenticity and Consumer’s Cultural Marketing 10:30 Self-Product Connection Zielke Stephan Differentiation in Online Retailing: Retailing, Channel 16.04 D404 16:00- 5-Jun 247 Analysing the Consumer’s Perspective Management and 17:30 Using a Repertory Grid Approach Logistics Zoghaib Alice It Sounds Good! The Impact of Packaging Product and Brand 14.07 D101 14:00- 6-Jun 335 Sound on the Perception of Packaging Management 15:30 Material and Product Evaluation Zotos Yorgos Female and Male Stereotypes in Print Advertising, Promotion 1.03 D201 11:00- 5-Jun 172 Cypriot Advertisements Measuring, and Marketing 12:30 Comparing and Exploring the Communications Association of Gender with Visual and Verbal Presentation Styles Zulauf Katrin Hierarchical Bayes Approach for Consumer Behaviour 3.09 D102 11:00- 6-Jun 297 Analyzing The Impact of Labeling on the 12:30 Country of Origin Effect EMAC Conference nd 42

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