2011 AMA Winter Educators’ Conference Marketing Theory and Applications Editors Raji Srinivasan, University of Texas at Austin Leigh McAlister, University of Texas at Austin Track Chairs Todd Arnold, Oklahoma State University Sundar Bharadwaj, Emory University C.B. Bhattacharya, European School of Management and Technology and Boston University Mary Jo Bitner, Arizona State University Rajesh Chandy, London Business School Paola Cillo, Bocconi University – Milan Shuili Du, Simmons College Pam Scholder Ellen, Georgia State University Paul Farris, University of Virginia Christian Homburg, University of Mannheim Satish Jayachandran, University of South Carolina Kartik Kalaignanam, University of South Carolina Tina M. Lowrey, University of Texas at San Antonio Ashwani Monga, University of South Carolina Amy Ostrom, Arizona State University Robert Palmatier, University of Washington Lopo Rego, University of Iowa Dave Reibstein, University of Pennsylvania Vanitha Swaminathan, University of Pittsburgh Dirk Totzek, University of Mannheim Kapil Tuli, Singapore Management University Volume 22 311 S. Wacker Dr. • Chicago, IL 60606 Copyright © 2011, American Marketing Association Printed in the United States of America Managing Editor: Christopher Bartone Associate Managing Editor: Andy Seagram Cover Design: Ken Ovryn Typesetter: Marie Steinhoff, Southeast Missouri State University ISSN: 1054-0806 ISBN: 0-87757-344-1 All rights reserved. No part of the material protected by this copyright notice may be reproduced or utilized in any form or by any means, including photocopying and recording, or by any information storage or retrieval system, without the written permission of the American Marketing Association. TABLE OF CONTENTS TABLE OF CONTENTS iii PREFACE AND ACKNOWLEDGMENTS xiv BEST PAPERS AWARDS xv LIST OF REVIEWERS xvi A RE-EXAMINATION OF BRAND LOYALTY AND BRAND EQUITY Human Brand Equity: Not Just for Celebrities Ravi K. Jillapalli 1 Sex Matters: How Employees’ On-Brand Behavior Follows Brand Gender Theo Lieven, Jan R. Landwehr, Miriam van Tilburg 3 The Impact of Sponsorship on Brand Loyalty Marc Mazodier, Dwight Merunka 5 The Effect of Fit on Hedonic Adaptation Yi He, Qimei Chen 7 MARKETING STRATEGY IMPLEMENTATION AND INNOVATION Effective Strategy Implementation in Marketing: The Strategy Implementation Capability Scale Alexander Haas, Adele J. Huber 9 Mediating Effects of Radical and Incremental Innovation on the Market Orientation – Firm Performance Relationship: A Meta-Analysis Woojung Chang, Timothy D. Butler, Carolyn Findley Musgrove, George R. Franke, Alexander E. Ellinger 11 The Separate Worlds of Marketing Science and Practice: Differences in Evaluating Research Johannes Hattula, Sven Reinecke, Jasmin Eberharter 13 PERSONALITY AND CONSUMERS’ SELF-PERCEPTIONS Value-Expressive Consumption: The Effects of Self-Concept Priming and Personality-Related Ad Appeals Christine Ye, Ronald E. Goldsmith 15 Antecedents of Self-Perceived Age: Exploratory Empirical Investigation of Older Consumers in Japan Florian Kohlbacher, Emmanuel Chéron 17 Investigating the Influence of Social Identification on Interpersonal Helping Behavior Among Consumers Carolyn A. Massiah, Jeffrey Allen, Zachary Johnson, Komila Kothari 19 iii MARKETING EDUCATION Effects of Market Orientation on Student Satisfaction: The Student’s Perspective Trang Phuc Tran 21 Taking Too Much for Granted: Issues with the Presentation of SWOT Analysis in Undergraduate Marketing Textbooks Robert F. Everett, Carolyn Gardner 23 The Difficulty and Discriminating Ability of a Consumer Behavior Multiple-Choice Question Bank John R. Dickinson 25 BRAND ASSOCIATIONS AND BRAND PERFORMANCE Branding Iron: Organic Certification? Exploring the Impact of Organic Labeled Brands on Consumer Behavior Daniela B. Schäfer, Daniel Heinrich, Hans H. Bauer 27 Conceptualization, Measurement, and Effects of Corporate Customer Associations Yi Xie, Siqing Peng 29 Retailer Brand Equity and Customers’ Purchase Behavior: A Structural Equation Model Marko Schwertfeger, Alexander Leischnig, Margit Enke, Dorrit Peter-Ollrogge 31 The Effect of Multiple Co-Branding: An Exploration Through Associative Learning Theory Xiaoxi Lian, Allan K.K. Chan 33 CROSS-ETHNIC AND CROSS-COUNTRY EFFECTS OF PRODUCTS AND BRANDS Geographical Indications and Global Marketing: A Review, Assessment, and Research Agenda Syed Tariq Anwar 35 Impact of Culture on Brand Equity Alexander Krasnikov, Maria Smirnova 37 Product Ethnicity Revisited: How Firms Can Compensate for Product-Country Mismatches Katharina Zeugner-Roth, Peter Mathias Fischer, Sven Reinecke, Lukas Grabner 39 Impact of Socio-Political Variables on Attitude Toward Cross Ethnic Products: The Mediating Role of Intergroup Anxiety and Tolerance Adesegun Oyedele 41 ASPIRATIONS, ENVY, AND PRESTIGE Measuring Consumer Competitive Arousal: Scale Development, Validation, and Early Evidence of the Influence on Purchase Behavior Bridget Satinover Nichols 43 iv The Effects of Perceived Attainability and Benign Envy on Consumers’ Purchase Intention Connie Li 45 Consumers’ Need for Prestige: Scale Development Friederike Blum, Stefan M. Hampel, Hajo Hippner 47 A Typology, Aspiration, and Life Satisfaction of Older Korean Consumers Kwon Jung, Ji Hye Jung 49 CURRENT RESEARCH ON PRICING ISSUES The Surprising Effect of a “Surprise Refund”: Incorporating Surprise into Low-Price Guarantees Daniel Friesen, Abhijit Biswas, Sujay Dutta, Abhijit Guha 51 Left Behind: The Potential Downside of Odd-Ending Pricing James R. Carver, Daniel T. Padgett 53 Knowing Where to Drop Your Anchor: Varying Price Levels and Online Auction Behavior Kashef A. Majid, Pradeep Rau, Andrew P. Bryant 55 Strategies for Introducing Prices for Formerly Free Value-Added Services Sabine Kuester, Barbara Broermann 58 FRONTLINE EMPLOYEES AND THEIR CUSTOMERS: MUTUAL INFLUENCE AND ADAPTIVE BEHAVIORS Customer-Induced Quitting Intentions: An Empirical Analysis Gianfranco Walsh, Simon Brach, Patrick Hille 60 The Impact of Customer Emotions on Employees Donald C. Barnes 62 Tackling the Challenges of Cross-Up-Selling in Customer Service Encounters: The Employees’ Perspective Claudia Jasmand, Vera Blazevic, Ko de Ruyter 64 The Role of Service Climate in Adaptive Service Offerings Kelly M. Wilder, Joel E. Collier, Donald C. Barnes 66 MARKETING RESEARCH AND METRICS SESSION Second Generation Measures for Determining Data Quality in Marketing Research Boris Toma, Daniel Heinrich, H. Bauer 68 The Performance Implications of Marketing Metrics Use in Different Business Contexts: A Configurational Approach Jukka Luoma, Johanna Frösén, Henrikki Tikkanen, Jaakko Aspara 70 Why Are the Hypothesized Associations Not Significant?A Three-Way Interaction Robert A. Ping 82 v ADVERTISING APPEALS, PUBLIC RELATIONS AND ITS IMPACT ON CONSUMERS Are Advertising Appeal Effective? Insights from a Meta-Analysis Jacob Hornik, Giulia Miniero 92 Marketing and PR Integration: A Study of its Drivers in the Firm’s C-Suite Pravin Nath, Monique Bell 94 Online Advertising: What Works – Image or Information? Eric Van Steenburg 96 The Sleeper Effect of the Message: Explaining Immediate and Delayed Effects of Message Sidedness Franziska Küster, Martin Eisend 98 NEW ISSUES IN PERSONAL SELLING AND RETAILING Regional Dialect and Foreign Accent in Business Communication: A Review and Synthesis of the Literature Robert Mai, Stefan Hoffmann 99 Narcissism: The Effect of Store Image on Purchase Intention Iman Naderi 101 Incorporating Employee Satisfaction in a Customer Retention Model Boukis Achilleas, Gounaris Spyros, Kostopoulos Giannis 103 Don’t Rush to Sell! Salespeople’s Influence Strategies and Consumers’ Reciprocity Xiaodan Dong 112 NEW ISSUES IN PERSONAL SELLING AND RETAILING Self-Perceived Age Among Older Consumers: A Cross-National Investigation Florian Kohlbacher, Lynn Sudbury, Agnes Hofmeister 114 Cross-Country Variation of Customer Participation Behavior: An Institutional Explanation Jan H. Schumann, Ed Nijssen, Patrick Lentz 116 Social Presence and Service Satisfaction: The Role of Independent Self-Construal Yi He, Qimei Chen, Dana L. Alden 126 MARKETING STRATEGY AND INNOVATION E-Commercialization in the Non-Profit Sector: Adoption of Incremental and Radical Innovations Patrali Chatterjee 128 Firm-Internal Drivers of New Product Performance: The Neglected Role of Internal Adoption and Perceived New Product Development Uncertainty Christian Homburg, Christina Kuehnl, Jan Wieseke 130 Innovation in Strategic Alliances: A Knowledge-Based View Haisu Zhang, Chengli Shu, Xu Jiang, Alan J. Malter 132 vi Strategic Orientation and Innovation: A Decompositional Approach Jelena Spanjol, Silke Mühlmeier, Torsten Tomczak 134 SERVICE AND TECHNOLOGY: CUSTOMER ADOPTION, USAGE, AND EXPERIENCE WITH TECHNOLOGY-DELIVERED SERVICES Identification of Factors Affecting Customers’ Perception and Adoption of Remote Service Technologies in a B2B-Context Stefanie Paluch, Hartmut H. Holzmueller 136 Keep It Personal! New Service Developments and Their Impact on Customer Relationships Anne Scherer, Nancy V. Wünderlich, Florian v. Wangenheim 138 Employee, Technology or Both? The Effect of Technology-Based Service Design on Consumer Experience Aristeidis Theotokis, Georgios I. Doukidis 140 Linking Relationship Marketing and Technology Acceptance Variables to Predict Customer Retention of Smart Services Nancy V. Wuenderlich, Florian v. Wangenheim 142 CREATING AND MARKETING INNOVATIONS Diffusion of an Industrial Technology Innovation: The Roles Influential People in Social Contagion Yansong Hu 144 Enhancing