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CONFERENCE PROCEEDINGS Editor: Enrique Bigné, EMAC 2014 Conference Chair SPONSORS Dpto. de Comercialización e Investigación de Mercados ACKNOWLEDGEMENT OF SUPPORT TaBLE OF CONTENTS 01 CONFERENCE OVERVIEW .............................................................4 Welcome ................................................................................................5 Conference Theme..................................................................................8 Organising Committee ............................................................................9 General Information ..............................................................................10 The University of Valencia .....................................................................16 Venue Maps ..........................................................................................19 City of Valencia .....................................................................................20 Social Events ........................................................................................22 Exhibitors .............................................................................................24 02 TracKS, CHAIRS AND REVIEWERS ............................................26 Tracks, Track Chairs and Co-chairs .......................................................27 Reviewers .............................................................................................29 Session Chairs ......................................................................................51 03 27TH EMAC DOCTORAL COLLOQUIUM .......................................56 27th EMAC Doctoral Colloquium ...........................................................57 04 CONFERENCE PROGRAMME ......................................................62 Overall Programme and Special Events .................................................63 How to Read the Programme ................................................................65 Academic Programme Overview ...........................................................66 05 AWARDS ....................................................................................68 EMAC Distinguished Marketing Scholar Award 2014 .............................69 EMAC McKinsey Marketing Dissertation Award .....................................70 ISMS-MSI Practice Prize Award Finalists ...............................................72 06 OPENING TaLK AND SIS .............................................................74 Opening Talk .........................................................................................75 Special Invited Sessions (SIS) ...............................................................76 07 SPECIAL INTEREST GROUPS, MEETINGS AND JOB MARKET ......80 Special Interest Groups (SIG) .................................................................81 Meetings ..............................................................................................98 Job Market .........................................................................................101 08 COMPETITIVE PAPERS .............................................................102 Wednesday – 4 June ..........................................................................103 Thursday – 5 June .............................................................................155 Friday – 6 June ...................................................................................207 09 POSTER SESSIONS ..................................................................250 Poster Sessions ..................................................................................251 INDEX OF AUTHORS .................................................................264 CONFERENCE OVERVIEW 01 Valencia, June 3-6, 2014 43rd EMAC CONFERENCE 2014 / UNIVERSITY OF VALENCIA OVERVIEW Welcome CONFERENCE 43rd Annual Conference Paradigm Shifts & Interactions Valencia, June 3-6, 2014 The Department of Marketing of the School of Economics at the University of Valencia is delighted to welcome you to Valencia, Spain, for the 43rd EMAC Conference taking place in Valencia on June 3-6, 2014. There aren’t many cities like Valencia which can harmoniously combine the remnants of its most distant past, dating to the year 138 BC, with the most innovative and avant-garde buildings from the new millennium. Valencia is trade, culture, cinema, theatre, magic, museums and business. It is one of the most active cities in Europe for fairs and conferences. Thanks to its location, Valencia has historically been Spain’s Mediterranean port giving it a special charm, along with fine sand and pure water. The vastness of the sea and the closeness of the mountains make the Valencian coast uniquely attractive. In this EMAC edition out of 999 papers submitted, 528 were accepted into 21 tracks, for an acceptance rate of 53% which proves the stiff competition and hence the higher standards of research that EMAC attendees demonstrate every year. The accepted papers are organised into 161 competitive track sessions. In order to balance the programme we have allocated no more than 14 parallel sessions per time and avoided parallel scheduling of the same track except Consumer Behaviour and Advertising, Promotion and Marketing Communication tracks which received a higher number of papers than the other tracks. Seven Special Interest Groups are also included in the programme in a total of 7 sessions. Additionally 115 posters will be presented during the Conference. The Doctoral Colloquium (DC) received 154 submissions, 60 of which were selected for presentation in either the beginners or advanced group. Each group encompasses three tracks: “Consumer Behaviour”, “Marketing Mix Instruments” and, “Strategy and Internet”. The DC is chaired by Thomas Otter and involves 18 faculty members from Europe, USA and Australia. This year we aim to retrieve a lost tradition of having an opening ceremony and a key note speaker. Michel Wedel from the University of Maryland will give the speech in a plenary session. The Conference has other sessions of great interest. Professor Hubert Gatignon of INSEAD is the winner of the EMAC Distinguished Marketing Scholar Award 2014. This annual award is designed to be the highest honor for a marketing educator with extensive connections with EMAC. In addition to the 5 PARADIGM SHIFTS & INTERACTIONS daily sessions on state-of-the-art studies in marketing, there are also special events presenting prize-winning OVERVIEW CONFERENCE research with the IJRM Best Paper Award, The Jan-Benedict E.M. Steenkamp Award for Long Term Impact, EMAC Mc Kinsey Award, EMAC Best Paper Award Based on a Doctoral Dissertation, and ISMS-MSI Best Paper Award together with guest sessions chaired by Tülin Erden, NYU Stern and Klaus Wertenbroch, INSEAD. The host of this Conference, the University of Valencia, was founded five centuries ago, being a European public University that it is open to almost every branch of teaching, research and learning. The University of Valencia, today, is the outcome of more than five centuries of history that have led to the accumulation of knowledge and unique documentary treasures making it one of the top Spanish universities. The Faculty of Economics has its origin in the former School of Commerce in the eighteenth century. Nowadays it offers six undergraduate studies in Business, Economics, and Tourism, and more than fifteen master degrees, including a Master’s degree in Marketing and Market Research, an International MBA with a specialization in Marketing, and a professional Master’s degree in Marketing and Communication. In terms of research and according to the 2013 Shanghai Ranking, the Faculty of Economics of the University of Valencia ties second in Spain in the field of Economics and Business with Carlos III University of Madrid, after Pompeu Fabra University. The Marketing Department has a variety of research interests; mainly focused on Advertising-IMC, Consumer Behaviour, Distribution Channels, E-marketing, International Marketing, Strategic Marketing and Tourism Marketing. It has 29 full time research faculty members and 17 part-time members. It offers one PhD program in marketing and various courses for undergraduate and postgraduate students. Welcome to the University of Valencia! EMAC awaits you here Enrique Bigné Conference Chair of EMAC 2014 Professor of Marketing at University of Valencia 6 43rd EMAC CONFERENCE 2014 / UNIVERSITY OF VALENCIA ACKNOWLEDGEMENTS OVERVIEW We would like to thank all the authors who submitted their best work to EMAC 2014. A warm thank you goes CONFERENCE to all the reviewers who spared their valuable time and put their expertise into the reviewing process. A special thank you is addressed to track chairs and co-chairs who have shown great commitment to the coordination of review process and final programme design. An appreciation goes to the EMAC Executive Committee, particularly to its President Udo Wagner, the VP for Conferences