Marketing 2011: Delivering Value in Turbulent Times
Total Page：16
File Type：pdf, Size：1020Kb
2011 AMA Educators’ Proceedings Marketing 2011: Delivering Value in Turbulent Times Editors Stephanie M. Noble, The University of Tennessee Charles H. Noble, The University of Tennessee Track Chairs Christy Ashley, East Carolina University Deanne Brocato, Iowa State University Alan J. Bush, University of Memphis Victoria D. Bush, University of Mississippi Melissa Clark, University of North Alabama Joe Cronin, Florida State University John Eaton, Arizona State University Adel El-Ansary, University of North Florida Reham A. Eltantawy, University of North Florida Burçak Ertimur, Fairleigh Dickinson University Linda Ferrell, University of New Mexico O.C. Ferrell, University of New Mexico Karen Flaherty, Oklahoma State University Mary C. Gilly, University of California Gregory T. Gundlach, University of North Florida Kelly L. Haws, Texas A&M University Christian Homburg, University of Mannheim Subin Im, San Francisco State University Cheryl Burke Jarvis, Southern Illinois University Vishal Kashyap, Xavier University Constantine S. Katsikeas, University of Leeds Minu Kumar, San Francisco State University Son K. Lam, University of Georgia Cait Poynor Lamberton, University of Pittsburgh Debra A. Laverie, Texas Tech University Sreedhar Madhavaram, Cleveland State University Michael Mokwa, Arizona State University Suzanne Nasco, Southern Illinois University Jeff Smith, Florida State University Dirk Totzek, University of Mannheim Douglas W. Vorhies, University of Mississippi Volume 22 311 S. Wacker Drive • Chicago, IL 60606 © Copyright 2011, American Marketing Association All rights reserved. Printed in the United States of America Publication Coordinator: Andy Seagram Cover Design: Kristina Walton Typesetter: Marie Steinhoff, Southeast Missouri State University ISSN: 0888-1839 ISBN: 0-87757-347-6 No part of the material protected by this copyright notice may be reproduced or used in any form or by any means, including elec- tronic, mechanical, photocopying, recording, Web distribution, information storage and retrieval systems, or any other means, without the written permission of the American Marketing Association Preface and Acknowledgments It is our great pleasure to welcome you to San Francisco and the 2011 American Marketing Association Summer Educators’ Conference. The theme of the conference is “Marketing 2011: Delivering Value in Turbulent Times.” We chose this theme because of the pervasive uncertainty in the global economy over the last few years. We are sure each of you knows at least one person (if not several people) who has been laid off recently, cannot find a job, or has a house valued at less than the mortgage as a result of the housing crisis. Many have called this a recession, while others have just said the future is uncertain. Either position is a daunting environment for business and consumerism; however, a case can be made that uncertainty poses even greater challenges than a recession. Unpredictability and uncertainty over one’s employment future, the value of a home, or the wild swings of a tumultuous global economy cannot just reduce, but fundamentally change spending patterns and attitudes. With a U.S. stock market that lost more than half its value and regained half of that in just a matter of months, marketers are having to rethink and sharpen the value they provide consumers and squeeze every penny of inefficiency out of their own supply chains. The result of surviving this turbulence should be firms that are even more efficient on a global basis and consumers who may have more intensified brand loyalties than ever before. The theme of this year’s conference, “Delivering Value in Turbulent Times,” is intended to spur thinking from a marketer’s perspective on these issues. We need richer theories to help understand how consumers react not just to a depressed economy but also to a turbulent and uncertain one. From a managerial perspective, we need to better understand whether fundamental rethinking is needed. Are things like “experience marketing” and “small indulgences” (recently active topics in the field) still viable in this turbulent world, or are they being replaced by a simple focus on core product and service value? We believe that many of the papers to be presented at this conference consider societal implications, consumer perspectives, services, relationships, international issues, and macro-level analyses of issues related to this turbulent world. We hope the papers and special sessions presented at this conference better prepare us as academics to inform both our undergraduate and MBA students for careers in this turbulent economy. Putting together a conference of this size was not an easy task and involved more than a year of planning and hard work from many people. We would like them all to know that this conference would not be possible without their hard work. First, we thank Jessica Thurmond-Pohlonski, program manager, for her extensive behind-the-scenes support and boundless energy in making this conference successful. She guided us every step of the way over the last year to keep us on schedule and help us manage the All Academic system … which wasn’t always an easy task! We also thank those who submitted papers to the conference and especially those who developed special sessions on this year’s theme. We acknowledge the hundreds of people who reviewed the papers and essentially helped shape the program into what it is today. Getting accepted to the conference was not an easy task, as the acceptance rate was approximately 40% because of the significant number of submissions and limited availability of space. Thus, the quality of the work presented should be wonderful! We also thank the session chairs for accepting these roles as well as the special interest groups, which assumed an active role in developing quality sessions. Next, we thank the Blue Ribbon Panel, who selected the Overall Best Conference Paper. These panel members included Mike Brady, Dan Flint, Dwayne Gremler, Kevin Gwinner, Mark Houston, Gary Hunter, Easwar Iyer, Bob McDonald, Michael Mokwa, Cheryl Nakata, Andy Rohm, Dave Schumann, Gerry Smith, and Cynthia Webster. The track chairs also deserve our extreme gratitude in their behind-the-scenes efforts to encourage submissions, select top quality reviewers, and manage the whole review process. Without their help, this conference would not be possible. We thank them for their tireless efforts. Our track chairs are as follows: iii Advertising and Promotion Victoria D. Bush and Alan J. Bush Branding and Brand Management Douglas W. Vorhies and Melissa Clark Consumer Psychology and Behavior Kelly L. Haws and Cait Poynor Lamberton Ethical, Legal, Social, and Public Policy Issues Linda Ferrell and O.C. Ferrell Global and Cross-Cultural Marketing Issues Constantine S. Katsikeas Innovative Marketing Technology Mary C. Gilly and Burçak Ertimur Inter-Organizational Issues in Marketing Gregory T. Gundlach, Adel El-Ansary, and Reham A. Eltantawy Marketing Education and Teaching Innovation Debra A. Laverie and Sreedhar Madhavaram Marketing Strategy and Marketing Management Christian Homburg and Dirk Totzek New Product Design and Development, Subin Im and Minu Kumar Product Management, and Entrepreneurship Personal Selling and Sales Management Karen Flaherty and Son K. Lam Research Methods and Analytics Cheryl Burke Jarvis and Suzanne Nasco Retailing and Pricing Christy Ashley and Deanne Brocato Services Marketing Joe Cronin and Jeff Smith Sports Marketing Michael Mokwa and John Eaton Special Sessions Vishal Kashyap Finally, we thank Beth Walker, Kathleen Seiders, and the Academic Council for asking us to chair this conference and helping us every step of the way. It has been an honor to serve as co-chairs and bring this conference to life for all of us. We hope that you enjoy the conference and the city of San Francisco. We welcome any feedback you may have to make the event even better next year! Stephanie M. Noble Charles H. Noble The University of Tennessee The University of Tennessee iv Best of Conference Award “Understanding Consumer Active Participation in Healthcare Virtual Communities” Devon Johnson and Ben Lowe Best Paper Awards by Track Advertising and Promotion Marketing Strategy and Marketing Management “Must Be the Music: The Impact of Brand-Artist “What Will Last: Long-Run Differences Between Association and Product Prestige on Consumer Customer Satisfaction and Customer-Company Responses to Music Video Brand Placement” Identification” Jan Wieseke, Mario Rese, Benjamin Quaiser, Corliss Thornton and Janée Burkhalter and Till Haumann Branding and Brand Management New Product Development, Product Management, “Global Brand Equity, Multistakeholder Relations, and Entrepreneurship and Firm Performance” “Testing the Differential Learning Hypothesis: Developing Marketing Program Creativity in Chinese Hui-Ming Deanna Wang and High Technology Ventures” Ram Bezawada Fu-Mei Chuang, Robert E. Morgan, Consumer Psychology and Behavior and Matthew J. Robson “Integrating Identity and Consumption: An Identity Investment Theory” Personal Selling and Sales Management “Placing Boundary Conditions on Frontline Employee Scott A. Thompson and James M. Loveland Withdrawal: Turning Job Dissatisfaction into Extra- Ethical, Legal, Social, and Public Policy Issues Role Customer Service” “What Shapes Ethical Judgments of Supervisor Jeffrey P. Boichuk and Bulent Menguc Behavior? Action, Intention, or Outcomes” Research Methods and Analytics Barry J. Babin, Kevin W. James, “Questioning Some Claims