Putting the Pieces Together: Top Educators + Best Practices + New Technology = Relevant Outcomes
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Putting the Pieces Together: Top Educators + Best Practices + New Technology = Relevant Outcomes 2018 Annual Spring Conference Proceedings Editors Lisa Lindgren, College of St. Benedict / St. John’s University Leila Samii, Southern New Hampshire University ISSN 2325-3568 (Print), ISSN 2325-3576 (Online) i Marketing Management Association Spring Conference April 18 - 20, 2018 Chicago, IL Dear MMA Friends: Thank you so much for your interest in, and attendance at, the Spring 2018 MMA Conference in Chicago, Illinois. Your presence is much appreciated by myself and the MMA Board of Directors. It is an honor to serve in a leadership role in the Marketing Management Association. I have met many wonderful colleagues and formed many close friendships because of my involvement with MMA. MMA is known for its collegial atmosphere and its commitment to academic excellence, student learning and professional development. This Spring 2018 Conference builds on this commitment to scholarship and friendship. I want to give a special thanks to the track chairs for their work in managing the paper review process and helping to ensure this quality program. Also, thanks to the numerous reviewers and conference session chairs that help to make this conference successful. A huge amount of gratitude goes to Lisa Lindgren and Leila Samii for serving as conference proceedings editors. In addition, thank you to Lyle Wetsch, for making the conference program available online. Finally, thanks to Susan Geringer, Brian Vander Schee and Pam Kennett-Hensel for always being there to answer any questions I had about the conference. It is very exciting to continue the MMA Master Scholar competition this year. Thank you to those individuals who proposed and developed this competition, the competition coordinators and those participating as competitors. As well, a big thanks to the sponsors of this competition. Please take the opportunity to visit with the exhibitors who support the conference. They help to keep the price of MMA conferences a tremendous value for everyone, as well as offering attendees many resources that assist with marketing education. I look forward to seeing everyone again at the 2018 MMA Fall Educators’ Conference, September 19-21, 2018 in Kansas City, Missouri. Sincerely, Gail M. Zank, Program Chair ii MARKETING MANAGEMENT ASSOCIATION OFFICERS 2017-2018 OFFICERS Susan Geringer, President – California State University, Fresno Pam Kennett-Hensel, Immediate Past President (2016 – 2017) – University of New Orleans Gail Zank, President Elect & Spring 2018 Conference Program Chair, Texas State University Chad Milewicz, Vice President – Marketing, University of Southern Indiana Alex Milovic, Executive Director – Marquette University Rebecca Dingus, Treasurer – Central Michigan University Lyle Wetsch, Communications Director – Memorial University of Newfoundland, Canada BOARD OF DIRECTORS (term expires) Kesha Coker (2019) Ball State University Debbie DeLong (2019) Chatham University Matt Elbeck (2018) Troy University Dothan Campus Roscoe Hightower (2018) Florida A&M University John McGrath (2020) University of Pittsburgh at Johnstown Michael Messina (2018) Gannon University Barbara Morgan (2020) California State University, Fresno Gillian Naylor (2018) University of Nevada – Las Vegas Hank Roehrich (2019) Park University LaCalvince “Cal” Simpson (2020) Indiana University East Jeanetta Sims (2018) University of Central Oklahoma Andreas Stratemeyer (2019) California State University, Fresno Ursula Sullivan (2020) Northern Illinois University Brian Vander Schee (2019) Aurora University PUBLICATIONS COUNCIL (term expires) Kesha Coker (2018) Ball State University Paul Hensel (2019) University of New Orleans Archana Kumar (2018) Montclair State University Lisa Lindgren, Chair (Ex-officio) College of St. Benedict / St. John’s University Alex Milovic (Ex-officio) Marquette University Pallab Paul (Ex-officio) University of Denver Brian Rutherford (Ex-officio) Northern Illinois University Lyle Wetsch (Ex-officio) Memorial University of Newfoundland Debra Zahay-Blatz (2019) St. Edward’s University iii FELLOWS OF THE MARKETING MANAGEMENT ASSOCIATION In 1995, the Board of Directors initiated action to honor Marketing Management Association members who have served the Association and the profession particularly well with the designation “Fellow of the Marketing Management Association.” Fellows of the Association are also designated as life members. We continue to honor those who have served, as each richly deserves the gratitude and approbation the title of Fellow is intended to convey. 2017 Fellow 2007 Fellow 1999 Fellow Lyle Wetsch Brian Engelland Peter Gordon Memorial University of Catholic University of America Southeast Missouri State Newfoundland University 2016 Fellow 2006 Fellow 1999 Fellow Michael Messina Bob Erffmeyer Joyce Grahn Gannon University University of Wisconsin – Eau University of Minnesota – Duluth Claire 2015 Fellow 2005 Fellow 1998 Fellow Tim Graeff Julie Toner Bert Kellerman Middle Tennessee State University Bellarmine University Southeast Missouri State University 2014 Fellow 2004 Fellow 1998 Fellow Michelle Kunz Gene Wunder Paul Thistlethwaite Morehead State University Washburn University Western Illinois University 2013 Fellow 2003 Fellow 1997 Fellow Don Roy Ron Taylor Lyn Abercrombe Middle Tennessee State University Mississippi State University Memphis State University 2012 Fellow 2002 Fellow 1996 Fellow John Cherry Jim L. Grimm Bud Spalding Southeast Missouri State Illinois State University Bellarmine University University 2011 Fellow 2001 Fellow 1995 Fellow Sue Petroshius Charles Pettijohn Paul Arney (deceased) Bowling Green State University Southwest Missouri University Bradley University 2010 Fellow 2001 Fellow 1995 Fellow Fred Hoyt John Summey John Berens (deceased) Illinois Wesleyan University Southern Illinois University – Indiana State University Carbondale 2009 Fellow 2000 Fellow 1995 Fellow Judy Wiles Mike d’Amico Don Muvihill (deceased) Southeast Missouri State University of Akron Kent State University University 2008 Fellow 1999 Fellow 1995 Fellow Eleanor Maliche Carol Anderson Don Shawver (deceased) West Virginia State University Rollins College University of Missouri iv SPRING 2018 CONFERENCE TRACK CHAIRS Branding, Strategy & Research Advertising & Promotions Susan Geringer Jeanetta Sims Cal State University, Fresno University of Central Oklahoma Consumer and B2B Behavior Social Media & Digital Marketing Pam Kennett-Hensel Michael Messina University of New Orleans Gannon University Cross Cultural, Ethics & Services, Sales & Retailing Corporate Social Responsibility Andy Stratemeyer John McGrath Cal State University, Fresno University of Pittsburgh at Johnstown Marketing Education Sports, Events, & Recreation Marketing Rebecca Dingus Chad Milewicz Central Michigan University University of Southern Indiana v SPRING 2018 CONFERENCE REVIEWERS Aliosha Alexandrov University of Wisconsin - Oshkosh Beverlee Anderson California State University - San Marcos David Aron Dominican University Jennifer Barhorst Lander University Jeri Beggs Illinois State University Monique Bell California State University, Sacramento Ivana Beveridge University of Paris, Sorbonne Theresa Billiot Cameron University Hulda Black Illinois State University Kristi Bockorny Northern State University Philip Boutin Jr. Eastern Kentucky University Vince Carter California State University, Bakersfield Ruth Chavez Metropolitan University of Denver Sang Choe University of Southern Indiana Hope Corrigan Loyola University Maryland Scott Cowley Western Michigan University Cathy Curran University of Massachusetts, Dartmouth Mohamad Darrat Louisiana State University, Shreveport Debbie DeLong Chatham University Rebecca Dingus Central Michigan University Richard Divine Central Michigan University Matt Elbeck Troy University, Dothan Campus Jason Fertig University of Southern Indiana Scott Fiene University of Mississippi Katherine Fleck Ohio Northern University Kimberly Folkers Wartburg College Susan Geringer California State University, Fresno Skip Glenn University of Pittsburgh at Johnstown Denise Gochenouer Southwest Minnesota State University Geoffrey Gordon Northern Illinois University Deborah Gray Central Michigan University Sheri Grotrian-Ryan Peru State College Melodi Guilbault New Jersey Institute of Technology Kevin Hammond University of Tennessee at Martin Julie Harding Marietta University Karen Hopkins Auburn University Jeffrey Hoyle Central Michigan University Haiyan Hu Morgan State University Michael Hu Kent State University Alexandra Hutto Millersville University Stephanie Jacobsen Bridgewater State University vi Kimberly Judson Illinois State University Karen Kennedy University of Alabama, Birmingham Pam Kennett-Hensel University of New Orleans Sean Keyani California State University, Northridge Khoon Kho Central Connecticut State University Ashley Kilburn University of Tennessee - Martin Seung-Hee Lee Southern Illinois University Sangwon Lee Ball State University Mike Levas Carroll University Héctor Lozada Seton Hall University Vaidas Lukosius Tennessee State University Alexandra MacDougall Central Michigan University Vivek Madupu University of Wisconsin-Green Bay Grace Markum University of Pittsburgh at Johnstown Geraldo Matos Roger Williams University John McGrath University of Pittsburgh at Johnstown Marilyn Melchiorre The College of Idaho Chris Menna University of Pittsburgh at Johnstown Pam Mickelson Morningside College Chad Milewicz University