2012 Summer Educators’ Proceedings VOLUME 23 2012 AMA WINTER/SUMMER EDUCATORS’ CONFERENCE PROCEEDINGS Search THE PROCEEDINGS MARKETING IN THE SOCIALLY-NETWORKED WORLD Help ADOBE® ACROBAT® HELP Challenges of Emerging, Stagnant & Resurgent Markets TOPICS EDITORS TODD J. ARNOLD AND LISA K. SCHEER 2012 AMA Educators’ Proceedings Marketing in the Socially-Networked World: Challenges of Emerging, Stagnant, and Resurgent Markets Editors Todd J. Arnold, Oklahoma State University Lisa K. Scheer, University of Missouri Track Chairs Brad D. Carlson, Saint Louis University June Cotte, University of Western Ontario D. Todd Donavan, Colorado State University Andreas Eggert, University of Paderborn Tomas Falk, EBS Business School Ruud T. Frambach, VU University Amsterdam Dwayne D. Gremler, Bowling Green State University Kevin P. Gwinner, Kansas State University Maik Hammerschmidt, University of Goettingen Kelly L. Haws, Texas A&M University Christian Hinsch, Grand Valley State Mark B. Houston, Texas Christian University Douglas E. Hughes, Michigan State University Robert V. Kozinets, York University Russell N. Laczniak, Iowa State University Cait Poynor Lamberton, University of Pittsburgh Murali K. Mantrala, University of Missouri Detelina Marinova, University of Missouri Kelly D. Martin, Colorado State University María Pilar Martínez-Ruiz, University of Castilla-La Mancha Darrel D. Muehling, Washington State University Robert W. Palmatier, University of Washington Doreén Pick, Freie Universitaet Berlin Keith A. Richards, University of Tennessee at Chattanooga Edward E. Rigdon, Georgia State University Matthew J. Robson, University of Leeds Saeed Samiee, University of Tulsa Ronn J. Smith, University of Arkansas Alina Sorescu, Texas A&M University Shrihari (Hari) Sridha, Pennsylvania State University Tracy A. Suter, Oklahoma State University Michael F. Walsh, West Virginia University Karen Page Winterich, Pennsylvania State University Alex R. Zablah, Oklahoma State University Volume 23 311 S. Wacker Drive • Chicago, IL 60606 © Copyright 2012, American Marketing Association All rights reserved. Printed in the United States of America Publication Director: Andy Seagram Cover Design: Kristina Walton Compositor: Marie Steinhoff, Southeast Missouri State University ISSN: 0888-1839 ISBN: 0-87757-350-6 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 Welcome to the 2012 American Marketing Association Summer Educators’ Conference and to Chicago, the home of American Marketing Association. This is AMA’s 75th anniversary, so don’t miss the festivities at our special Saturday evening reception, which is co-sponsored by three exemplars of centers of marketing thought 75, 50, and 25 years ago. The University of Illinois represents the early years, after the AMA was founded there in 1937. Representing 1962 and the subsequent era is The Ohio State University, which saw developments such as the meeting which laid the foundation for the Association for Consumer Research. Northwestern University represents 1987 and marketing’s maturation as a rigorous discipline encompassing diverse research methodologies and innovations in education. Heart- felt thanks to these co-sponsors for their contributions to the reception and to the video that will debut Saturday evening. What is our exemplar of a center of marketing thought for 2012? Centers of marketing thought have become more diffuse and virtual. You and your network of co-researchers are, or can be, a center of marketing thought! More than ever before, cutting-edge researchers are found in all types of universities and in numerous countries, collaborating across vast distances and time zones. We marketing academics thrive in the socially-networked world! Thus, we are pleased that the theme of this conference is “Marketing in the Socially- Networked World: Challenges of Emerging, Stagnant, and Resurgent Markets.” We encourage you to examine the range of intriguing papers exploring the implications of the rise of social media. Please also note the special sessions and competitive paper sessions that address the challenges and opportunities of emerging markets and economies in other stages of develop- ment. We have a great program featuring quality research papers and special sessions spanning diverse topic areas and methodologies, presented by researchers from a plethora of countries around the globe. We are honored to have had the opportunity to organize this conference. Our deepest thanks to our indefatigable track chairs, who were the key players in assembling the participants and content of the sessions. To those who submitted work and are featured at this conference, we appreciate your willingness to share your ideas in this venue. We particularly appreciate the reviewers, the unsung heroes and heroines, who are critical to ensuring quality presentations. Thanks to all others who contribute to this conference, including session chairs, sponsors, exhibitors, AMA’s academic leadership, and the many AMA staff members without whom this conference would not occur. We must make special note of the role program manager Jessica Thurmond-Pohlonski has played; thank you, Jessica, for your positive, can-do attitude and championing some of our crazy ideas behind the scenes at AMA. In contrast to specialty conferences, a broad-based conference such as this one offers a venue in which all research areas and methodologies are welcome. We encourage you to take advantage of this characteristic and expose yourself to diverse ideas. We hope that you find your activities here intellectually stimulating, meet old friends, form new connections, leave here with new ideas, and have a great time in the process! Lisa K. Scheer Todd J. Arnold University of Missouri Oklahoma State University iii Best of Conference Award “The Impact of Proactive Marketing at the Fuzzy Front End of Innovation” Fiona Schweitzer Best Paper Awards by Track Advertising and Promotion Marketing Education and Teaching Innovation “Ad Strategy for Multi-Ethnic Markets: The Influence “Using the RFM Model to Rank Doctoral Marketing of Cosmopolitanism” Programs” Enrique M. Becerra, Sindy Chapa, Matt Elbeck and Brian A. Vander Schee and Delonia O.Cooley Marketing Strategy and Marketing Management Branding and Brand Management “When Customers Show Divided Attitudinal Loyalty: “Do Personality Traits Influence Brand Related Using Channel Intermediaries to Increase Behavioral Activities in Social Networks? An Empirical Study” Loyalty” Philipp A. Rauschnabel, Sridhar N. Ramaswami, S. Arunachalam, Björn S. Ivens, and Gunnar Mau and Kirti Rajagopalan Consumer Psychology and Behavior New Product Design and Development, Product Man- “How Close Brands Are Included in the Self: agement, and Entrepreneurship Psychological and Neural Processes” “The Impact of Proactive Marketing at the Fuzzy Front End of Innovation” Martin Reimann, Raquel Castaño, Judith L. Zaichkowsky, and Antoine Bechara Fiona Schweitzer Emerging Markets Personal Selling and Sales Management “MNCs and Food Security in Emerging Markets: “Managing Salesforce Selling Behaviors and Provocations from India” Performance: The Interactive Effects of Sales Control Systems” Susan M. Mudambi, Thomas Reardon, and Bart Minten C. Fred Miao and Kenneth R. Evans Ethical, Legal, Social, and Public Policy Issues Research Methods and Analytics “Does Corporate Social Responsibility Save Firms? An “Effects of Store Manager Climate upon FLE Exploration of Corporate Social Responsibility, Firm Commitment, Customer Loyalty and Store Financial Capability, Environmental Influences, and Firm Default Performance” Risk” George D. Deitz, John D. Hansen, Wenbin Sun Thomas E. DeCarlo, Emin Babakus, and Kristopher J. Preacher Global and Cross-Cultural Marketing Issues “The Effects of Product Diversification and Globaliza- Retailing and Pricing ion on the Performance of Large International Firms” “Accepting or Fighting Piracy: Can Firms Reduce Piracy for Digital Media Products by Optimizing Tianjiao Qiu Their Marketing?” Innovative Marketing Technology Felix Eggers, Alexa Burmester, “The Effects of Product Diversification and Globaliza- Michel Clement, and Tim Prostka tion on the Performance of Large International Firms” Services Marketing Tianjiao Qiu “Does Technology Orientation Matter in Technology Services Organizations?” Interorganizational Issues in Marketing “Managing Exclusive Channels for Relationship Nacef Mouri, Maheshkumar P. Joshi, Effectiveness” and Sidhartha R. Das Alberto Sa Vinhas Sports Marketing “Segmenting Fans of a New Team: A Typology of Early Adopters” Heath McDonald, Civilai Leckie, and Adam Karg iv 2012 AMA Summer Educators’ Conference List of Reviewers Gloria Barczak, Northeastern Tim Oliver Brexendorf, WHU– A University Otto Beisheim School of Carmen Abril, Complutense Paul G. Barretta, University of Management University Texas–Pan American Christian Brock, Zeppelin Manoj Agarwal, State University of M. Jesus Barroso-Mendez, University New York, Binghamton Universidad de Extremadura Jacob Brower, Queen’s University University Darrell Bartholomew, Oklahoma Brian P. Brown, Virginia Raj Agnihotri, William Paterson State University Commonwealth University University Christopher Bartl, EBS Business Elisabeth Christine