MMJ Spring 2008 Intro and End.Pub
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MARKETING MANAGEMENT JOURNAL Volume 18, Issue 1 Spring 2008 EDITORS Mike d'Amico and Dale Lewison University of Akron Charles Pettijohn Missouri State University PRODUCTION EDITOR Lynn Oyama HEALTHCAREfirst, Inc. The Marketing Management Journal (ISSN 1534-973X) is published semi-annually by the Marketing Management Association. Subscriptions, address changes, reprint requests and other business matters should be sent to: Professor Charles E. Pettijohn Executive Director Marketing Management Association Missouri State University Springfield, MO 65897 Telephone: (417) 836-4188; FAX: (417) 836-4466 Manuscript Guidelines and Subscription Information: see pages v-vi. Copyright © 2007, The Marketing Management Association Published by the Marketing Management Association Jointly sponsored by the University of Akron and Missouri State University i PUBLICATIONS COUNCIL OF THE MARKETING MANAGEMENT ASSOCIATION Brian Engelland Chris Hopkins Rob Moore Mississippi State University Clemson University Missouri State University Bob McDonald Mandeep Singh Robin Luke Texas Tech University Western Illinois University Missouri State University EDITORIAL REVIEW BOARD C. L. Abercrombie John C. Hafer Rajan Nataraajan The University of Memphis University of Nebraska Auburn University Jan B. Heide Ramon Avila University of Wisconsin-Madison Donald G. Norris Ball State University Miami University Paul Hensel Ken Anglin University of New Orleans David J. Ortinau Minnesota State University University of South Florida Roscoe Hightower Tim Aurand Florida A & M University Ben Oumlil Northern Illinois University University of Dayton G. Tomas M. Hult Thomas L. Baker Michigan State University Feliksas Palubinskas Clemson University Purdue University-Calumet Thomas N. Ingram Nora Ganim Barnes Colorado State University Bill Pride University of Massachusetts Texas A&M University Molly Inhofe Rapert Blaise J. Bergiel University of Arkansas E. James Randall Nicholls State University Georgia Southern University L. Lynn Judd William Bolen California State University John Ronchetto Georgia Southern University The University of San Diego William Kehoe Lance E. Brouthers University of Virginia Ilkka Ronkainen University of Texas Georgetown University Bruce Keillor Stephen W. Brown University of Akron Bill Schoell Arizona State University University of Southern Mississippi Bert J. Kellerman Peter S. Carusone Southeast Missouri State University Bill Sekely Wright State University University of Dayton Scott Kelley Wayne Chandler University of Kentucky Terence A. Shimp Eastern Illinois University University of South Carolina Roger A. Kerin Lawrence Chonko Southern Methodist University Judy A. Siguaw Baylor University Cornell-Nanyang Institute of Hospitality Ram Kesavan Reid Claxton University of Detroit-Mercy Management, Singapore East Carolina University Gene Klippel Tom J. Steele Dennis E. Clayson Michigan Tech University University of Montana University of Northern Iowa Rick Leininger Gerald Stiles Kenneth E. Clow Saginaw Valley State University Minnesota State University University of Louisiana Jay Lindquist John Summey Victoria L. Crittenden Western Michigan University Southern Illinois University Boston College Eldon Little Ron Taylor J. Joseph Cronin, Jr. Indiana University-Southeast Mississippi State University Florida State University Robin Luke Vern Terpstra Michael R. Czinkota Missouri State University University of Michigan Georgetown University Richard J. Lutz George Tesar Alan J. Dubinsky University of Florida University of Wisconsin Purdue University Lorman Lundsten Paul Thistlethwaite Joel R. Evans University of St. Thomas Western Illinois University Hofstra University Barbara McCuen Donald L. Thompson O. C. Ferrell University of Nebraska at Omaha Georgia Southern University University of New Mexico Charles S. Madden Carolyn Tripp Charles Futrell Baylor University Western Illinois University Texas A&M University Naresh Malhotra Irena Vida Jule Gassenheimer Georgia Institute of Technology University of Ljubljana University of Kentucky Nancy Marlow Scott Widmier Faye Gilbert Eastern Illinois University Kennesaw State University Georgia College and State University William C. Moncreif Timothy Wilkinson David W. Glascoff Texas Christian University Montana State University East Carolina University John C. Mowen Thomas Wotruba David J. Good Oklahoma State University San Diego State University Grand Valley State University Jeff Murray Gene Wunder Joyce L. Grahn University of Arkansas Washburn University University of Minnesota ii TABLE OF CONTENTS An Empirical Study of Launch Order Valuation Based Upon Stock Market Reaction Michael Poletti, Howard Ling and Brian Engelland ...................................................................................... 1 Gender Differences on the “Width” Dimension of Category Structure: A Case of Brand Typicality Theresa A. Wajda, Michael Y. Hu and Annie Peng Cui................................................................................ 14 Branding in the Global Arena: The Role of Culture Dale Krueger and Shiva Nandan.................................................................................................................. 30 Managing Appreciating and Depreciating Customer Assets Daniel L. Sherrell and Joel E. Collier .......................................................................................................... 39 Retail Store Image, Bona Fide Occupational Qualifications, and Job Discrimination: Establishing the Essence of the Business for Retail Organizations Shaheen Borna, James M. Stearns, Brien N. Smith and Kian Emamalizadeh .............................................. 54 Dogmatism and Online Consumption: Examining the Moderating Role of Trust and Value of Exchange Outcome Dheeraj Sharma .......................................................................................................................................... 63 A Comparison of the Ethical Perceptions of Prospective Personal Selling and Advertising Employees Melissa Burnett, Charles Pettijohn and Nancy Keith ................................................................................... 77 Consumer Self-Confidence and Patronage Intensity Heuristics in Shopping Focused Word of Mouth Communication Terrence J. Paridon ...................................................................................................................................... 84 The Student Orientation of a College of Business: An Empirical Look from the Students’ Perspective Michael Pesch, Robert Calhoun, Kenneth Schneider and Dennis Bristow................................................. 100 Marketing Implications of Locus of Control Orientation Among College Students: Comparison of Hispanic and Anglo Students in the United States Russell Adams, Morris Kalliny, Gilberto de los Santos and Yong Jian Wang............................................ 109 Perceived Image of India By U.S. Business Travelers Tsu-Hong Yen, Gonzaga da Gama and Subha Rajamohan ........................................................................ 121 iii FROM THE EDITORS The Marketing Management Journal, first published in Fall, 1991, is dedicated as a forum for the exchange of ideas and insights into the marketing management discipline. Its purpose was and continues to be the establishment of a platform through which academicians and practitioners in marketing management can reach those publics that exhibit interests in theoretical growth and innovative thinking concerning issues relevant to marketing management. Submissions to The Marketing Management Journal are encouraged from those authors who possess interests in the many categories that are included in marketing management. Articles dealing with issues relating to marketing strategy, ethics, product management, communications, pricing and price determination, distribution sales management, buyer behavior, marketing information, international marketing, etc. will be considered for review for inclusion in The Journal. The Journal occasionally publishes issues which focus on specific topics of interest within the marketing discipline. However, the general approach of The Journal will continue to be the publication of combinations of articles appealing to a broad range of readership interests. Empirical and theoretical submissions of high quality are encouraged. The Journal expresses its appreciation to the administrations of the College of Business Administration of the University of Akron and the College of Business of Missouri State University for their support of the publication of The Marketing Management Journal. Special appreciation is expressed to Lynn Oyama of HEALHTCAREfirst, Inc. and the Center for Business and Economic Development at Missouri State University for contributing to the successful publication of this issue. The Co-Editors thank The Journal’s previous Editor, Dub Ashton and his predecessor David Kurtz, The Journal’s first Editor, for their work in developing The Marketing Management Journal and their commitment to maintaining a quality publication. iv MANUSCRIPT AND SUBMISSION GUIDELINES MARKETING MANAEMENT JOURNAL January 2008 Scope and Mission The mission of The Marketing Management Journal is to provide a forum for the sharing of academic, theoretical, and practical research that may impact on the development of the marketing management discipline. Original research, replicated research, and integrative research activities are encouraged for review submissions. Manuscripts which focus upon