Finding New Ways to Engage and Satisfy Global Customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) [1st ed.] 978-3-030-02567-0;978-3-030-02568-7

Table of contents :
Front Matter ....Pages i-xlvii
Examining the Impact of Provocation in Green Advertising on Consumers’ Attitudes and Perceptions (Samer Elhajjar, Sihem Dekhili)....Pages 1-12
Blink: Advertising in a Multi-Media Environment: An Abstract (Federica Furlan, Douglas West, Prokriti Mukherji, Agnes Nairn)....Pages 13-14
Sensory Imagery in the Context of Beverage Advertising: How the Senses Affect Product Design and Attitude: An Abstract (Klaus-Peter Wiedmann, Janina Haase, Jannick Bettels)....Pages 15-15
Value Expressive Advertising and Innovation Acceptance in Healthcare: An Abstract (Thomas L. Powers, Seongwon Choi)....Pages 17-18
Exploring the Reciprocal Relationship between Brand Identity and Brand Image in a Context of Co-Creation: An Abstract (Catherine da Silveira, Cláudia Simões)....Pages 19-20
Co-Creation and Media Business: The Value Creation in a Brand Licensing Case: An Abstract (Flávio Régio Brambilla, Ana Flávia Hantt)....Pages 21-22
Special Session: Nonprofit and Nongovernmental Organization (NPO and NGO) Marketing: Examination of Multicultural Perspectives: An Abstract (Theresa A. Kirchner, John B. Ford, Jörg Lindenmeier, Ben Lowe, Bob McDonald, Gillian Sullivan Mort)....Pages 23-24
Cross-Cultural Examination of Arts Sector Governmental Policies and Development of Standardized Economic Analyses: An Abstract (Theresa A. Kirchner, John B. Ford)....Pages 25-26
Co-Production and Social Service Providers’ Performance: Parental Satisfaction with Childcare Markets: An Abstract (Ann-Kathrin Seemann, Jörg Lindenmeier)....Pages 27-28
Connecting with Consumers in Subsistence Marketplaces: An Abstract (Ben Lowe, Gillian Sullivan Mort, Md Rajibul Hasan)....Pages 29-30
Advancing Mission-Based Metrics: An Abstract (Bob McDonald)....Pages 31-31
The Effects of the Mobile Technology on Overall Tourist Experience: The Case of Augmented Reality Used During a Visit of Chambord Castle: An Abstract (Patricia Coutelle, Véronique des Garets, Laurent Maubisson, Arnaud Rivière)....Pages 33-34
Big Consumer Behavior Data and their Analytics: Some Challenges and Solutions (Mihai Calciu, Jean-Louis Moulins, Francis Salerno)....Pages 35-48
Web Personalization Experience: Value Creation or Value Destruction? An Abstract (Laetitia Lambillotte, Ingrid Poncin)....Pages 49-50
IoT’s Consumer Acceptance: A New Perspective: An Abstract (Sabrina Hombourger-Barès, Leila El Kamel)....Pages 51-52
New Dimensions of Postpurchase Behavior in the Service Environment: Consumer Behavior Toward Uber after Consumer Ratings: An Abstract (Kathryn Woodbury Zeno, Gladys Torres-Baumgarten)....Pages 53-53
Improving Targeting by Taking Long-Term Relationships into Account (Benedikt Lindenbeck, Rainer Olbrich)....Pages 55-67
Managing the Bright and Dark Sides of Humorous Response in Service Recovery: An Abstract (Hyunju Shin, Lindsay R. L. Larson)....Pages 69-69
Do Variety Seekers Rely on Information for their Food Choice? The Role of Type of Novelty of Food: An Abstract (Sujatha Manohar, Varisha Rehman)....Pages 71-71
Meanings and Values in the Purchase of a Brand New Car: Study with Brazilian Customers (Danielli Priscila da Silva Melo, José Marcos Carvalho de Mesquita)....Pages 73-83
Measuring Comprehensive Typology of Positioning Strategies: An Abstract (Charles Blankson, Prince Kodua, Lydia Njoroge)....Pages 85-86
Think Twice before Typing: Does Recall Message Strategy Affect Firm Valuation? An Abstract (Fatma Hilal Ergen Keles, Burc Ulengin, Emrah Keles)....Pages 87-87
Value Network Segmentation: A Three-Factor Model (Nanda Viswanathan)....Pages 89-101
Sustainable Innovation: An Adaptive Capabilities Approach to Understanding its Antecedents and Consequences: An Abstract (Kelly L. Weidner, Cheryl C. Nakata, Zhen Zhu)....Pages 103-103
Examining the Relationship between Market Orientation and Service Innovation: Fit as Matching Perspective (Yue-Yang Chen, Hui-Ling Huang, Tsai-Pei Liu)....Pages 105-112
Effect of Service Firm’s Sustainability Orientation on New Service Development Competence and Performance: An Abstract (Arafat Rahman, Subin Im, Sanna-Katriina Asikainen)....Pages 113-114
Unravelling the Challenges and Opportunities of Social Innovation across Market Boundaries through Images of Dress: An Abstract (Stephanie Slater, Catherine Demangeot)....Pages 115-115
Driving Sustainable Shopping by Utilizing In-Store Smartphone Messaging: A Reexamination of Regulatory Focus Theory: An Abstract (Matthew B. Lunde, Carl-Philip Ahlbom)....Pages 117-118
Redefining Generational Cohorts Based on Touchpoint Exposure in Italy and Japan: An Abstract (Marco Ieva, Chieko Minami, Cristina Ziliani)....Pages 119-120
How Trust, Knowledge Integration, and Team Sensemaking Capability Influence NPD Success: The Mediating Role of Team Members’ Creativity: An Abstract (Adriana Amaya Rivas)....Pages 121-121
The Impact of Friendship on Entrepreneurial Decision-Making: An Abstract (Theresa Eriksson, Christine Pitt, Andrew Flostrand, Kristina Heinonen)....Pages 123-124
The Impact of Organization Agility, Organization Flexibility, and Environmental Volatility on Radical and Incremental Innovation Performance: An Abstract (Danupol Hoonsopon, Wilert Puriwat)....Pages 125-125
A Meta-Analytical Review on the Effects of In-Game Advertising on Consumers’ Attitudes: An Abstract (Clécio Araújo, Felipe Pantoja, Obinna Obilo)....Pages 127-128
Comparing Advertising Effectiveness: Successful versus Attractive Male Spokesperson: An Abstract (Feray Adiguzel, Carmela Donato)....Pages 129-129
Misconceptions of Branding Behavior in the Retail Sector: A Delphi Study: An Abstract (Jose Ribamar Siqueira, Michael Bendixen, Russell Abratt, Maria Petrescu)....Pages 131-132
Investigating Political Brands in Non-Party Political Environments: Post-Electoral Reform in Guernsey: An Abstract (Guja Armannsdottir, Christopher Pich)....Pages 133-134
How Much Change is too Much? The Impact of Perceived Technological Change onto Sales Force Technology Acceptance: An Abstract (Michael Obal, Todd Morgan)....Pages 135-136
The Role of Mindfulness in Consumers’ Experiences of Food Well-Being: An Abstract (Ophélie Mugel, Patricia Gurviez)....Pages 137-138
Importance of Ethics and Sustainability in the Fashion Industry: An Abstract (Vish Maheshwari, Joanna Fielding)....Pages 139-140
Understanding the Relationship and Persuasion Mechanisms between Social Media Influencers and their Followers: An Abstract (Pauline Claeys, Karine Charry, Tina Tessitore)....Pages 141-142
Web Personalization: Experience, Antecedents, and Consequences: An Abstract (Laetitia Lambillotte)....Pages 143-144
Why do I Follow Fashion Bloggers? Insights from Jordanian Consumers: An Abstract (Lubna Al-Masri, Mirella Yani-de-Soriano)....Pages 145-146
Movie Piracy in Emerging Economies: I Want to be Innovative, and I Know How to Explain My Bad Behaviour: An Abstract (Sigitas Urbonavicius, Vytautas Dikcius, Karina Adomaviciute, Amelija Lucinskaite)....Pages 147-148
Implications of Consumer Animosity for Marketing Strategy: An Abstract (Olga Kvasova, Sergii Tokar)....Pages 149-149
An Abstract: When and How do Chief Marketing Officers Drive Firm Performance? CMO Characteristics, Managerial Marketing Capability, and Firm Value Creation (Isabel Deutschmeyer, Peter Guenther, Miriam Guenther, Michael Kleinaltenkamp)....Pages 151-152
Social Enterprise Legitimacy in a Hostile Market (Marta Bicho, Ralitza Nikolaeva, Carmen Lages)....Pages 153-165
Corporate Greed and its Effect on Customer Satisfaction, Corporate Social Responsibility and Corporate Reputation among Customers: An Abstract (Albert Caruana, Joseph Vella, Jirka Konietzny, Saviour Chircop)....Pages 167-167
Fusing Complex Big Data Sets to Understand Consumer’s Online Relationships that Create In-Store Retail Bonding: An Abstract (Don Schultz, Martin P. Block)....Pages 169-169
Consumer Pleasure or Guilt: Luxury Fashion Brand Addiction and Social Media Marketing: An Abstract (Mona Mrad, Charles C. Cui)....Pages 171-171
Building Relationships through Stimulating Brand Experiences: The Role of Self-Expansion, Brand Identification, and Self-Esteem (Gwarlann de Kerviler, Carlos M. Rodriguez)....Pages 173-187
Micro-Blog Marketing of Luxury Consumption: The Role of Micro-Blog Contents and Envy in Purchase Intention: An Abstract (Wendy H. C. Chou, Byoungho Jin)....Pages 189-190
Limited-Quantity Scarcity Messages for Luxury Brands: Consider Customers in Cognitive and Emotional Consumption: An Abstract (Ting-hsiang Tseng, George Balabanis, Matthew Tingchi Liu, Hsiu Ying Huang)....Pages 191-192
I or We: The Persuasive Effects of Typeface Shapes: An Abstract (Yi-Fen Liu)....Pages 193-194
Participatory Impact Assessments from a Relationship Marketing Perspective: How to Balance Latent and Manifest Consulting Functions? (Guido Grunwald, Jürgen Schwill)....Pages 195-207
“The Others”: The Cultural and Consumer Profile of Expatriates: An Abstract (Vanda Veréb, Helena Nobre)....Pages 209-210
Influencing Customer Experience by Activating Relationship Norms (Harald Pol, Mirjam Galetzka, Ad T. H. Pruyn)....Pages 211-225
Trade Fairs, Trade Shows, and Exhibitions: A Literature Review: An Abstract (Maria Sarmento, Cláudia Simões)....Pages 227-227
Conceptualising and Operationalising Respect in Consumer-Brand Relationships: An Abstract (Cleopatra Veloutsou)....Pages 229-230
Construing Loyalty through Perceived Quality and Brand Identification: The Mediating Role of Brand Trust and Brand Relationship Closeness: An Abstract (Tai Anh Kieu)....Pages 231-232
Service Brand Orientation and Firm Performance: The Moderating Effects of Relationship Marketing Orientation and Customer Orientation (Raphael Odoom, Ernest Y. Tweneboah-Koduah)....Pages 233-250
Eye-Tracking Research Special Session (Part 1): How to Influence In-Store Buying Decisions? An Abstract (Sophie Lacoste-Badie)....Pages 251-252
Visual Attention in Virtual Reality Settings: An Abstract (Enrique Bigné, Mariano Alcañiz, Jaime Guixeres)....Pages 253-254
Antecedents and Consequents of the Anchoring Effect in Store Brand vs. National Brand Context: An Abstract (Fabrício Cruz da Rosa, Arnaldo Coelho, Cristela Maia Bairrada)....Pages 255-256
Enhancing Brand Commitment through Social Responsibility Associations: A Two-Path Moderated Model (Tarek Abid, Marie-Aude Abid-Dupont, Jean-Louis Moulins)....Pages 257-267
Creating My Own Story: Maximizers, a Different Route to Information Evaluation: An Abstract (Sahar Karimi)....Pages 269-269
First Impressions: The Impact of Graphic Syllabi on Student Attitudes: An Abstract (David G. Taylor)....Pages 271-272
The Consequences of Consumer Ethnocentrism upon Product Perceptions within Emerging Markets: The Case of Mexico: An Abstract (Miguel Sahagun, Arturo Vasquez-Parraga, Larry Lee Carter)....Pages 273-274
Acculturation of Indian Immigrants to the United States: Technology as a Coping Mechanism: An Abstract (Rajesh Iyer, Mitch Griffin, Barry J. Babin)....Pages 275-276
Traditionscapes in Emerging Markets: An Abstract (Marlon Dalmoro, Diego Costa Pinto, Walter Meucci Nique)....Pages 277-278
New Perspectives on Justifying Customer Citizenship: An Abstract (Estelle van Tonder, Inonge T. Lisita, Daniël J. Petzer)....Pages 279-280
An Abstract: Mission Statements as Marketing Messages: A Comparative Content Analysis (Sarah Lord Ferguson, Emily R. Treen, Jeremy De Beer, Sussie Morrish)....Pages 281-282
An Abstract: Intuitive versus Analytical Delight: How Customers Process Delightful Consumption Experiences (Stefanie Jirsak, Douglas West, Frauke Mattison Thompson, Nikoletta-Theofania Siamagka)....Pages 283-283
Marketing Strategy Implications of Employee Brand Engagement: Optimism and Commonality: An Abstract (Christine Pitt, Pierre Berthon, Ian Cross, Val Hooper, Joao Ferreira)....Pages 285-285
Agency Theory in Marketing: An Abstract (Raeesah Chohan)....Pages 287-287
A Model of Post-Installation Seller-Buyer Interactions in Technology-Based Industrial Markets: An Abstract (Gerard A. Athaide, Sandeep Salunke)....Pages 289-290
The Institutional Pressures in the Post-Adoption Use of Social Media: An Abstract (João Azambuja, Ralitza Nikolaeva)....Pages 291-292
Customer Participation in New Product Development: The Crucial Role of a Firm’s Absorptive Capacity: An Abstract (Todd Morgan, Michael Obal, Sergey Anokhin)....Pages 293-294
Influences of User Experience on Consumer Perception: A Study on “Autonomous Driving” (Sarah Selinka, Marc Kuhn)....Pages 295-306
Don’t Confuse Me! The Effect of Self-Construal on the Relationship between Context Visual Complexity and Enjoyment (Nesenur Altinigne, Elif Karaosmanoglu)....Pages 307-320
Shopper’s Experience of Digital Mall Signage as Atmospheric Stimuli: An Abstract (Thérèse Roux, Tania Maree)....Pages 321-322
Special Session: Putting Knowledge into Action: An Abstract about Implementing Project-Based Learning across Marketing Courses and University Campuses (Nina Krey, Berrin Guner, Laurie A. Babin)....Pages 323-324
What am I Going to Eat Here? Food Tensions of Immigrants in a Cosmopolitan City (Michelle Bergadaà, Nada Sayarh)....Pages 325-338
Consumers Who Collaborate with the Firm, but Against Each Other: An Abstract (Laurel Aynne Cook, William Northington, Jacob Hiler)....Pages 339-340
A Comparison of Organizational Sustainability Initiatives through Time in Public and Private Sectors: An Abstract (Rocio Rodríguez, Göran Svensson, David Eriksson)....Pages 341-342
Brand Equity, Country of Origin Effect, and Internationalization: An Abstract (Marcos Cesar Conti Machado, Marcos Cortez Campomar, Carlos Eduardo Lourenco)....Pages 343-344
Beyond Country-of-Origin: An Empirical Study on the Factors that Affect American Consumers’ Attitude and Purchasing Intentions: An Abstract (Emi Moriuchi, Christina Chung)....Pages 345-346
Special Session: Measurement Invariance and Innovation in Cross-Cultural Research: Revisiting Validity in an Interconnected World: An Abstract (Barry J. Babin, David J. Ortinau, Stephanie Slater, John B. Ford, Carmen Lopez)....Pages 347-348
French Households and Fish Consumption: What Characterizes Households that Should be Targeted to Increase Fish Consumption: An Abstract (Audur Hermannsdóttir, Arnar Búason, Sveinn Agnarsson)....Pages 349-350
Destination Image Change in Tourist Subgroups: Evidence from Uzbekistan: An Abstract (Mamlakat Khudaykulova, Sunil Sahadev, Nandakumar Mankavil Kovil Veettil)....Pages 351-352
Consumer Ability to Determine Actual Quality and Level of Education: An Abstract (Sidney Ornelas Sánchez, Jorge Vera Martínez)....Pages 353-354
Can Anyone Write a Survey? Coping with the Digital Disruption of the Marketing Research Industry in the Classroom: An Abstract (Brooke Reavey, Al Rosenbloom)....Pages 355-356
Investigating Corporate Brand Values in Higher Education: An Abstract (Louise Spry, Mojtaba Poorrezaei, Christopher Pich)....Pages 357-358
A Critical Assessment of Skills and Knowledge for Entry-Level Marketing Jobs: A Delphi Study: An Abstract (Poh-Lin Yeoh)....Pages 359-359
Insights into the Relationship between Entrepreneurial Orientation and Performance: Evidence from Brazil: An Abstract (Marcelo Gattermann Perin, Cláudia Simões, Cláudio Hoffmann Sampaio)....Pages 361-362
Ecotourism Perspective: The Case of Armenia: An Abstract (Anahit Armenakyan, Natalya Brown)....Pages 363-364
A Meta-Approach to Assessing Research Methodologies in Bottom of the Pyramid Markets: An Abstract (Caitlin Ferreira, Jeandri Robertson)....Pages 365-366
The Benefits of Unrelated Brand Corporate Social Responsibility: An Abstract (Diego Costa Pinto, Márcia Maurer Herter, Leonardo Nicolao, Mellina Terres)....Pages 367-368
Targeted Dysfunctionality: A Systematic Review and Conceptualization: An Abstract (Mehmet Okan, Banu Elmadağ)....Pages 369-370
An Application of Co-Production Concept to the US Legal System: Lessons from Marketing: An Abstract (P. Sergius Koku)....Pages 371-372
Exploring the Customer Satisfaction-Store Loyalty Relationship during an Economic Crisis: An Abstract (Paraskevi Sarantidis)....Pages 373-374
How can Stimuli and Emotions Help Increase Brand Advocacy (Ricardo Godinho Bilro, Sandra Maria Correia Loureiro)....Pages 375-382
Shopping Behavior Influences on Perceived Value and Store Satisfaction: An Abstract (Thomas L. Powers, Eric P. Jack, Seongwon Choi)....Pages 383-384
Ethical Sales Leadership and Salesperson Performance: The Intervening Influence of Worthiness of being Followed: An Abstract (Vishag Badrinarayanan, Indu Ramachandran)....Pages 385-386
Bias in the Hiring Process of Professional Salespeople: The Effects of Gender, Ethnicity, and Religion (Parker F. Griffin, Jill S. Attaway, Mitch Griffin)....Pages 387-392
The Customer Compromise and ComproScore: Toward a New Concept and Metric to Assess Customer Satisfaction, Buying Process, and Loyalty: An Abstract (Joël Le Bon)....Pages 393-394
Are Loyalty Programmes Shams? A Study Assessing How Loyalty Programmes can Create Loyalty to the Company Rather than to the Program: An Abstract (Virginie Bruneau, Yuping Liu-Thompkins)....Pages 395-395
Customer Responses to the Point Management Strategy in the Occurrence of Customer Demotion: An Abstract (Hyunju Shin, Riza Casidy)....Pages 397-397
How Cities can Attract Highly Skilled Workers as Residents: The Impact of City Brand Benefits on Highly Skilled, Potential Residents’ City Brand Attitudes: An Abstract (Michael Schade, Rico Piehler, Christoph Burmann)....Pages 399-399
Decoding Archetypal Images of Motherhood in Magazine Advertisements (Lilit Baghdasaryan, Shona Bettany, Bogdan-Florin Mihaila)....Pages 401-413
Do as I Say (because I’m Similar to You): Gender Similarity, Message Framing, and the Decision to Save for Retirement: An Abstract (John Chalmers, Sara Hanson, Zhi Wang, Hong Yuan)....Pages 415-416
How Gender Identity Affects Consumer Behavior: Overview and Future Research: An Abstract (Lilly Ye, Mousumi Bose, Lou E. Pelton)....Pages 417-418
Emotional Aspects of Marketing: Theory and Methods: An Abstract (Michael Basil, Paul Bolls)....Pages 419-420
Attraction and Compromise Effects in Choice-Based Conjoint Analysis: No-Choice Options as a Remedy: An Abstract (Verena Wackershauser, Marcel Lichters, Marko Sarstedt, Bodo Vogt)....Pages 421-422
Eye-Tracking Research Special Session (Part 2): How to Design Attention-Grabbing Communications? An Abstract (Sophie Lacoste-Badie)....Pages 423-423
Does Social Media Communication Style Influence Online Consumer Experience and Behavior?: An Abstract (Renato Hübner Barcelos, Danilo Correa Dantas, Sylvain Senecal)....Pages 425-425
An Empirical Investigation of the Antecedents of Product Innovation Strategy and New Product Performance in Export Ventures: An Abstract (Marios Theodosiou, Evangelia Katsikea, Pascale Hardy, Shintaro Okazaki)....Pages 427-428
Patterns of Competition in Emerging Industries from the Automobile to the Personal Computer: An Abstract (Robert E. McDonald)....Pages 429-430
A Practice-Based Exploration of Individual Philanthropy in Contemporary Arts and Crafts: An Abstract (Caroline Moraes)....Pages 431-432
The Impact of Past Deeds on Prosocial Behaviors: The Case of Charitable Giving: An Abstract (Etienne Denis, Claude Pecheux)....Pages 433-434
An Abstract: From Thinking Green to Planned Green Purchasing Behaviors: A Cross-National Study of American and Korean Millennials (Alexander Muk, Christina Chung, Jonghoon Kim)....Pages 435-436
Abetting or Thwarting: The Mediating Role of Subjective Enablers and Constraints in the Pro-Environmental Attitude-Behavior Relationship: An Abstract (Mark Cleveland, Jennifer Robertson, Victoria Volk)....Pages 437-438
Special Session: An Abstract on Consumer Interactions with Automated Technologies (Ben Lowe, Orsolya Sadik-Rozsnyai, Laurent Bertrandias, Marc Kuhn, Marco Hubert)....Pages 439-440
The Relationship of Market-Oriented Culture, Internal-Market Orientation, Service Climate, and Customer-Oriented Service Behavior: Cross-Cultural Study of F&B Industry in Taiwan, China, and the United States: An Abstract (Shun-Ching Horng, Ling-Hua Weng)....Pages 441-441
Creating Customer Value through Multichannel Service Delivery: A Study of the French Insurance Market: An Abstract (Ilaria Dalla Pozza, Lionel Texier, Julie Robson)....Pages 443-444
Do University Choices Affect CEO Turnover and Company Performance? (Alberto Pezzi, Luca Petruzzellis)....Pages 445-451
How can a Brand Successfully Extend in a Premium Market when Collaborating with a High-End Retailer? An Abstract (Hyo Jin Eom, Soyoung Kim)....Pages 453-454
Evaluating Managerial Drivers and Barriers to the Implementation of In-Store Technology in Fashion Retailing: An Abstract (Francesca Bonetti, Patsy Perry, Lee Quinn, Gary Warnaby)....Pages 455-456
Fashion Brand and Retailer Collaborations: An Effective Strategy to Favorably Change Consumers’ Brand Evaluations: An Abstract (Michelle Childs, Byoungho Jin)....Pages 457-458
University Social Augmenters Brand Equity: Do University Social Augmenters Possess Brand Characteristics? An Abstract (Ahmed Eldegwy, Tamer H. Elsharnouby, Wael Kortam)....Pages 459-460
Financial Brand Valuation: A Semiotic Approach to Link Marketing and Finance (Paulo de Lencastre, Nuno Côrte-Real, Ana Côrte-Real, Cosme Almeida, Pedro Veloso)....Pages 461-474
Special Session: An Abstract on “Marketing Techniques to Assist Public Sectors in Engaging Customers to Meet Societal and Individual Disasters Crisis Need and Beyond” (Linda L. Golden, Marco Bravo, Patrick Brocket, Christopher Emrich, Alex Gamble, Rajiv Garg et al.)....Pages 475-476
G2G Marketing from Crisis to Resolution: Marketing for when the Government must Target the Government: An Abstract (Linda L. Golden, Robert A. Peterson)....Pages 477-478
Rapid Assessment of Customer Marketplace in Disaster Settings through Machine Learning, Geospatial Information, and Social Media Text Mining: An Abstract (Rajiv Garg, Patrick Brockett, Linda L. Golden, Yuxin Zhang)....Pages 479-480
Faith in God versus Faith in Wealth: Belief in a Higher Spiritual Power as a Determiner of Quality of Financial Life: An Abstract (Heejung Park, Saman Zehra)....Pages 481-482
Online Gaming and Maladaptive Behavior: An Abstract (Marlys J. Mason, Ingrid Martin, Alejandra Rodriguez)....Pages 483-484
How Important is the “Time Horizon”?: An Investigation of Financial Well-Being: An Abstract (Heejung Park)....Pages 485-485
Leveraging a Sustainable Supply Chain Orientation in Marketing Communication (Daniel J. Flint, Paola Signori, Susan L. Golicic)....Pages 487-498
Consumers’ Attitude and Intention to Purchase toward Bio-Based Products: An Abstract (Ivan Russo, Ilenia Confente, Daniele Scarpi, Benjamin Hazen)....Pages 499-500
The Role for Academics to Play in Advancing Sustainability Integration in Marketing Education and Research: An Abstract (Joya A. Kemper, Paul W. Ballantine, Michael Hall)....Pages 501-501
Toward Adolescents’ Digital Identity Profiles: A Comparison between Quantitative and Qualitative Analysis (Romain Sohier, Joël Brée)....Pages 503-516
Investigating the Tech-Savvy Consumer: An Abstract (Esther Swilley)....Pages 517-518
The Cognitive Structure of Online Brand Choice: An Exploratory Study (Arunima Rana, Anil K. Bhat, Leela Rani)....Pages 519-532
Do Consumers’ Ethical Judgments Matter for Purchase Intentions in Online Gray Markets? The Mediating Role of Trust: An Abstract (Pelin Bicen, Naveen Gudigantala)....Pages 533-534
Cheap vs. Substantive CSR Talk among Global Retailers: An Abstract (Ralitza Nikolaeva, Marco Visentin)....Pages 535-536
The Influence of Internal CSR Initiatives on the Organizational Citizenship Behaviors of Employees: An Abstract (Haw-Yi Liang, En-Yi Chou, Jiun-Sheng Chris Lin)....Pages 537-537
Accommodation Market Labels and Customers Reviews: An Abstract (Christine Pitt, Theresa Eriksson, Kirk Plangger, Amir Dabirian)....Pages 539-540
What Makes Digital Content Influential? A Comparison of Celebrities and Influencers: An Abstract (Kirsten Cowan, Laura Hunt)....Pages 541-541
Antecedents of Consumer Ethical Decision-Making: A Multidimensional Analysis of Emotions, Moral Intensity, Moral Philosophies, Personal Norms, and Intrinsic Religiosity (Marco Escadas, Marjan S. Jalali, Minoo Farhangmehr)....Pages 543-552
The Relationship between Worldview and Moral Recognition in Business: Examining Patterns of Ethical Acceptability: An Abstract (Mark Pritchard, James Avey, Stephen Conroy, Tisha Emerson)....Pages 553-554
Is there Room for Socially Oriented Anti-Consumption? Conceptualization and Questions for the Development of the Field: An Abstract (Nieves García-de-Frutos, José Manuel Ortega-Egea)....Pages 555-556
Incongruity between Judgment and Action in Business Student Ethics: Multinational Research: An Abstract (Arturo Z. Vasquez-Parraga, Ngoc Pham, Miguel Sahagun, Nataly Guinez, Christian Mellado, Niria Goni-Avila)....Pages 557-558
Crowdfunding Practices for Social Projects: An Experiment of Co-Creation (Rafael Lucian, Marta Bicho)....Pages 559-568
Mission-Based/Non-Financial Performance Metrics for Nonprofit Organizations: Policy and Practice: An Abstract (Robert E. McDonald, John Masselli)....Pages 569-570
Responsible Consumption during Crisis: Consumer Impulsiveness and Purchase Behavior in Emerging Markets: An Abstract (Ana Carina Castagna, Diego Costa, Márcia Maurer Herter)....Pages 571-572
Evaluating Customer Special Requests (Sijun Wang, Sharon E. Beatty, Betsy Holloway)....Pages 573-579
Managing Customer-to-Customer Interaction in Group Service Encounters: An Abstract (Linda W. Lee, Edward Boon, Ian P. McCarthy)....Pages 581-582
Ambient Scent’s Effects in Sensory Service Marketing: An Abstract (Anna Girard, Marko Sarstedt, Marcel Lichters)....Pages 583-584
Suitability of Green Dwellings as Residential Options in Times of Recession: The Role of Perceived Value, Benefits, and Barriers (Markos Tsogas, Marina Kyriakou)....Pages 585-594
An Assessment of the Relationships between Attitudes toward Patriotism, Environmentalism, and the Purchase of Organic Apparel in US Consumers: An Abstract (Ming Wang, Lori Rothenberg, Delisia Matthews)....Pages 595-596
Communal Narcissists “Go Green” to Enhance their Social Status: An Abstract (Iman Naderi)....Pages 597-598
“Sharing is Caring”: About Personal Values Driving Environmentally Friendly Behavior (Sarah Selinka, Vanessa Reit, Natalie de Jong)....Pages 599-609
Simplified Nutritional Labels Reduce Calorie of Purchases in a Cafeteria: An Abstract (Amanda Pruski Yamim, Carolina O. C. Werle, Olivier Trendel)....Pages 611-612
When Indulgence Gets the Best of You: The Unexpected Consequences of Prepayment: An Abstract (Ali Besharat, Gia Nardini)....Pages 613-614
Does Satisfaction Mediate the Relationship between Quality Constructs in Ongoing Supplier Relationships? An Abstract (Juan Carlos Sosa Varela, Göran Svensson)....Pages 615-616
An Approach on Place Attachment, Involvement and Behavioural Intentions in Iberian Marketing Contexts: The Case of Galicia-North Portugal Euroregion: An Abstract (Bruno Sousa, Cláudia Simões)....Pages 617-617
Increasing Awareness and Reputation of Merck S.A. Portugal through Employee Advocacy (Heidi Sonne, João Guerreiro, Bruno Wohlschlegel)....Pages 619-633
Sustainability Marketing Strategies: How Self-Efficacy and Controllability can Stimulate Pro-Environmental Behaviors for Individuals: An Abstract (Marilyn Giroux, Frank Pons)....Pages 635-636
Relevance of Digital Marketing Skills for Marketers: An Abstract (Ekant Veer, Angela Dobele)....Pages 637-637
Toward an Understanding of the Antecedents of E-Marketing Orientation: The Role of the Fit (Hui-Ling Huang, Yue-Yang Chen)....Pages 639-650
Interfirm Trust between Emerging Markets: Chinese Firms in Africa: An Abstract (Esi A. Elliot, Zhen Zhu, Fei-Ling Wang)....Pages 651-651
Sub-Saharan African Culture and Entrepreneurial Activities: A Ghanaian Perspective: An Abstract (William K. Darley, Charles Blankson)....Pages 653-654
The Making of the Zou Chuqu Strategy at the Marketing Level: An Abstract (Claude Chailan, Dominique Mazé, Otto Regalado Pezua)....Pages 655-656
The Effect of Narrative Believability on Persuasiveness and Purchase Intention: An Abstract (Mario L. Cassar, Albert Caruana, Jirka Konietzny, Raeesah Chohan)....Pages 657-657
When Social Networks Express Concerns about Information Privacy: Users’ Perception, Attitudes, and Trust: An Abstract (Jean-Éric Pelet, Basma Taieb)....Pages 659-660
Developing Trust among Chinese Social Media Users through Experience: An Abstract (Long Zhang, Alma Mintu-Wimsatt, Bo Han)....Pages 661-662
Market Turbulence as Moderator between Customer Orientation and Firm Performance: An Abstract (Gavriel Dahan, Aviv Shoham)....Pages 663-664
The Differences between Internationalization of SMEs with Brand Names and those without Brand Names: An Abstract (Byoungho Jin, Hyeon Jeong Cho)....Pages 665-666
Understanding Involvement of Luxury Gift Givers: An Abstract (Ulrich Paschen, Jeannette Paschen, Matthew Wilson, Theresa Eriksson)....Pages 667-668
Sustainable Luxury: The Effect of Luxury Consumption Motivations on Corporate Social Responsibility Strategies: An Abstract (Carmela Donato, Matteo De Angelis, Cesare Amatulli)....Pages 669-669
Social Media Engagement with Luxury Brands: An Exploratory Study: An Abstract (Iryna Pentina, Véronique Guilloux, Holly Baumgartner, Ellen Pullins)....Pages 671-672
Face-Saving, Materialistic, and Ethical Values as Related to Chinese Consumers’ Attitudes of Counterfeit Fashion Goods: An Abstract (Joy M. Kozar, Shuyi Huang)....Pages 673-674
The Role of the Mexican Executive Women: The Impact of Personal Branding and the Influence of the Erotic Capital as a Secondary Brand Association: An Abstract (Diana Davila, Tonatiuh Mendoza)....Pages 675-675
Activating Multiple Facets of the Self: How Self-Concept and Brand Personality can Influence Self-Brand Connections: An Abstract (Marilyn Giroux, Bianca Grohmann)....Pages 677-678
The Underdog Effect in the Context of Brand Management: An Abstract (Holger J. Schmidt, Pieter Steenkamp)....Pages 679-680
Special Session: Cultural Identity and Adaptation in Global Marketplaces: Methodological, Conceptual, and Empirical Insights: An Abstract (Cheryl Nakata, Catherine Demangeot, Eva Kipnis, Charles Chi Cui, Chris Pullig, Tana Cristina Licsandru)....Pages 681-682
Brand Emotions: Establishing the Emotional Lexicon in Failed Consumer Relationships: An Abstract (Sylvia Long-Tolbert, Tammy Lai)....Pages 683-684
Shopping Therapy? Entertainment and Social Interaction’s Role in Shopping Satisfaction: An Abstract (Maher Georges Elmashhara, Ana Maria Soares, Damijan Mumel)....Pages 685-685
Fear of Crime, Consumption, and Culture: An Abstract (Enrique P. Becerra, Maria Cecilia Henriquez-Daza)....Pages 687-687
Conceptual Model of Destination Branding: An Integrative Approach (Pedro Costa Carvalho, Ana Kankura Salazar, Paulo Matos Graça Ramos)....Pages 689-703
Segmenting Visitors to New Zealand: An Activity-Based Typology: An Abstract (Girish Prayag, Peter Fieger)....Pages 705-706
An Abstract: Does Communicating Destination Safety Matter? (Fatima Wang, Carmen Lopez, Stephen A. Harwood)....Pages 707-708
Country-of-Origin Ecological Image: Dimensions of the Construct and their Impacts on Consumers’ Evaluation of Eco-Products: An Abstract (Omar El Moussawel, Sihem Dekhili)....Pages 709-710
When Innovative Ways of Reducing Food Waste Meet Eating Culture in University Canteens: An Abstract (Larissa Diekmann, Claas Christian Germelmann)....Pages 711-712
The Impact of Deployment of Armed Soldiers in the City of Jerusalem on Fear of Tourists (Blanka Havlíčková)....Pages 713-724
How do Interpersonal Factors Influence the B2B Relationship Quality? An Abstract (Ozan Peneklioglu, Ayse Banu Elmadag Bas)....Pages 725-726
OEM Pressure to Innovate and Buyer-Supplier Relationship: An Abstract (R. Mohan Pisharodi, Ravi Parameswaran, John W. Henke Jr)....Pages 727-728
Customer Trustworthiness on Supplier Long-Term Orientation in Supplier-Customer Relationships: An Abstract (Tianjiao Qiu)....Pages 729-730
A Meta-Analysis of Power in Buyer-Seller Relationships: An Abstract (Leonidas C. Leonidou, Constantine S. Katsikeas, Bilge Aykol, Nikolaos Korfiatis)....Pages 731-732
Online Brand Communities: When Consumers are Negatively Engaged (Ricardo Godinho Bilro, Sandra Maria Correia Loureiro, Maria Inês Marques)....Pages 733-740
Understanding Software Developers’ Coping Responses to Negative Online Reviews: An Abstract (Raoul Könsgen, Mario Schaarschmidt, Tobias Krämer)....Pages 741-742
Intervening Failure Attribution Perceptions and NWOM with Online Service Recovery Actions: An Abstract (Wolfgang Weitzl, Sabine Einwiller)....Pages 743-743
Market Orientation and Poverty Reduction: A Study of Rural Small Businesses in Ghana: An Abstract (Charles Blankson, Julius Nukpezah)....Pages 745-746
Turkish Manufacturing Firms’ Export Market Orientation, Marketing Capabilities, and Export Performance: An Abstract (Gaye Acikdilli, Ali Kara, Alma Mintu-Wimsatt, John Spillan)....Pages 747-748
Stimulating Decision-Making Behavior and International Marketing Performance: An Abstract (Yoel Asseraf, Luis Filipe Lages, Aviv Shoham)....Pages 749-750
Factors Affecting Attitude and Purchase Intention toward Gray Market Goods (Mesut Çiçek, Selime Demet Sezgin)....Pages 751-766
Antecedents of Export Performance: The Role of Institutional and Resource-Based Factors: An Abstract (İlayda İpek, Mustafa Tanyeri)....Pages 767-768
Consumer Perception in the Probability of Buying Luxury Brands: An Abstract (Paula Rodrigues)....Pages 769-769
Cobranding between Fast Fashion Brands and Luxury Brands: A Case Study Approach (Beatriz Eiras, António Azevedo)....Pages 771-784
Perceptual Discrepancies between Purchasers and Non-Purchasers of Mass Customized Fashion Products: Lessons Learned from a US Generation Z Consumer Perspective: An Abstract (Jihyun Kim, Gargi Bhaduri)....Pages 785-786
Employer Brand Love: The Key for Attracting and Retaining Talent: An Abstract (Elizabeth Real de Oliveira, Erika Laranjeira, Cristina Cunha, Pedro Rodrigues)....Pages 787-788
The Dynamic Nature of Brand Experience (Benjamin Österle, Marc M. Kuhn, Jörg Henseler)....Pages 789-799
How do Emotions Influence Brand Attachment? The Mediation Role of Brand Authenticity: An Abstract (Yousra Hallem, Wissal Ben Arfi, Haithem Guizani)....Pages 801-801
Special Session: Understanding the Customer Experience: An Abstract (Claire Roederer, Richard Huaman-Ramirez, Daria Plotkina, Eric Casenave, Ziad Malas, Françoise Simon)....Pages 803-804
How does the Difficulty of Recalling Past Experiences Influence Consumption Desire? An Abstract (Richard Huaman-Ramirez)....Pages 805-806
Customer Experience Posting an Online Review and eWOM Intent: An Abstract (Daria Plotkina)....Pages 807-808
Homo-Sapiens Visiting Museums: How Evolution Shapes Aesthetic Experiences: An Abstract (Eric Casenave, Ziad Malas)....Pages 809-810
Understanding the Flat-Sharing Experience: Spatial Ambivalence of the Collaborative Consumption: An Abstract (Claire Roederer, Françoise Simon)....Pages 811-812
Even if You Wrong Me, I May Still Like You: Consumer Dishonesty in Case of Feeling Befooled (Didem Gamze Isiksal, Elif Karaosmanoglu)....Pages 813-825
Place Attachment in a Post-Earthquake Scenario: Some Preliminary Findings: An Abstract (Jörg Finsterwalder, Chris Chen, Alastair Tombs, Girish Prayag, C. Michael Hall)....Pages 827-827
Business Attire Fashion or Appropriateness: What Should Marketers Emphasize? An Abstract (Emily Law, Lori Rothenberg)....Pages 829-830
Live Music and Consumers’ Attitudes: An Abstract (Bruno Morgado Ferreira, Diana Marli)....Pages 831-831
Monitoring the Experiential Content of a Touristic Service: An Abstract (Alessandro Bigi, Michelle Bonera, Elisabetta Corvi)....Pages 833-834
The Effect of Product Knowledge on the Relational Importance of the Product Attributes of Wine: An Abstract (Jeandri Robertson, Caitlin Ferreira, Elsamari Botha)....Pages 835-836
A Dual-Process Perspective of Consumer Responses in Virtual Service Environments: An Abstract (Ulrich Orth, Larry Lockshin, Nathalie Spielmann, Mirjam Holm)....Pages 837-838
Toward a Valence Model for Fit in Cause-Related Marketing: An Abstract (Jennifer Liebetrau, Debra Z. Basil, Mary Runté, Sebastian Ullrich)....Pages 839-840
The Impact of Firm Size and Gratitude on the Effectiveness of Cause Marketing Campaigns: An Abstract (Eline L. E. De Vries, Lola C. Duque)....Pages 841-842
Examining Sales Promotion Theory in a Cause-Related Marketing Setting: An Abstract (Katharine Howie, Parker Woodroof)....Pages 843-844
A Comparison of the Histories of the Development of Incremental and Radical Innovations: A View from Pharma-Biotech: An Abstract (Minu Kumar)....Pages 845-846
Implicit Self-Theories for the Effects of Envy Types on Unique Product Choice: An Abstract (Valeriia Kaptceva, Nara Youn)....Pages 847-847
The Role of Lean Innovation Capability in Resource-Limited Innovation: Concept, Measurement, and Consequences: An Abstract (Pelin Bicen, William H. A. Johnson, Zhen Zhu)....Pages 849-850
The Impact of Opportunism and Conflict on Non-Economic and Economic Satisfaction in Business Relationships: An Abstract (Janice M. Payan, Carmen Padín, Carlos Ferro, Göran Svensson)....Pages 851-851
Interactions with Existing and Potential Customers: The Role of Physical and Virtual Trade Fairs: An Abstract (Maria Sarmento, Cláudia Simões)....Pages 853-853
Patients’ Adoption of E-Consultation: The Role of Perceived Usefulness and Perceived Ease of Use, Trust, and Risk Aversion: An Abstract (Asia Tran-Trong Boussaa, Prokriti Mukherji)....Pages 855-856
Social Media Usage, FOMO, and Conspicuous Consumption: An Exploratory Study: An Abstract (David G. Taylor)....Pages 857-858
Restraint on Black Friday: An Investigation into Consumer Motivations for Participating in “Buy Nothing Day”: An Abstract (Matthew Wilson, Jeannette Paschen, Christine Pitt, Åsa Wallström)....Pages 859-859
Multicultural Marketing Campaigns: Reaching the US Hispanic Market on Digital Media: An Abstract (Mine Üçok Hughes, Tony Stovall, Ekin Pehlivan, Rafael Cardona)....Pages 861-862
A Cross-Cultural Exploration of Resource Misuse and Value (Co) destruction: An Abstract (Anne M. Smith, Cláudia Simões, Cathy Bakewell, Francis Wilson)....Pages 863-864
A Framework on the Impact of Protectionist Discourse on Cross-Border Consumption: Is Trump to be Blamed? An Abstract (Pável Reyes-Mercado, Diana Dávila)....Pages 865-866
I am Open to Eat What is in Front of Me in the Host Country: A Comprehension of Expatriates’ Acculturation: An Abstract (Raficka Hellal-Guendouzi, Sihem Dekhili)....Pages 867-868
Understanding Collaborative Consumption: A Three-Country Study: An Abstract (Adele Berndt, Mike Peasley)....Pages 869-870
Sex-Appealing Clothing: Attitudes and Preferences of Young Women in their Ovulation Cycle: An Abstract (Ngoc Pham, Arturo Z. Vasquez-Parraga, Reto Felix)....Pages 871-871
Decoding Typicality in Apparel Products: An Abstract (Lina M. Ceballos, Nancy Hodges, Kittichai Watchravesringkan)....Pages 873-874
An Exploration of the Combined Impact of Ethical Climate and Work Locus of Control on Job Performance and Turnover Intentions: An Abstract (Jay Prakash Mulki, Felicia G. Lassk)....Pages 875-875
How Workplace Isolation Impacts Performance: An Abstract (Edward L. Nowlin, Doug Walker, Nawar N. Chaker, Nwamaka A. Anaza)....Pages 877-878
CSR and Sales Performance: Examining Mediating and Moderating Processes: An Abstract (Sandra Castro-González, Belén Bande, Fernando Losada Pérez)....Pages 879-879
Special Session: Brands through our Senses: An Abstract (Clarinda Rodrigues, Cleopatra Veloutsou)....Pages 881-882
Branding Places: Developing a Sensorial Brand Identity Model: An Abstract (T. C. Melewar, Clarinda Rodrigues, Charles Dennis)....Pages 883-883
Store Atmospherics: An Abstract (Charles Spence)....Pages 885-885
Discussing Recent Research on Sensory Communication in Marketing: An Abstract (Klaus-Peter Wiedmann, Janina Haase, Jannick Bettels)....Pages 887-887
Enhancing Sensory Branding in Luxury through Visual Design: An Abstract (Aurélie Hemonnet-Goujot, Pierre Valette-Florence)....Pages 889-890
Smartphones Uses to Discover a Touristic Destination and its Consequences on Tourism Experience: An Abstract (Jean-Francois Lemoine, Mathieu Salvadore)....Pages 891-892
The Effects of Customer-Based Online Reputation on WOM and WPP: The Mediating Role of BRQ: An Abstract (Chebli Youness, Pierre Valette-Florence, Jean-Luc Herrmann)....Pages 893-894
An Exploratory Study on Children’s Word-of-Mouth Communication (Belem Barbosa, Pedro Quelhas Brito)....Pages 895-903
How to Reach Early Adopters? An Empirical Analysis of Early Adopters’ Internet Usage Behavior: An Abstract (Riccardo Reith, Maximilian Fischer, Bettina Lis)....Pages 905-906
Investigating the Dual Role of Price on Consumers’ Purchase Intentions of Hedonic versus Utilitarian Products: An Abstract (Sven Tuzovic, Verena Batt)....Pages 907-908
The Pricier the Merrier: How the Law of Demand Informs Value-Based Pricing: An Abstract (Chih-Ning Chu, Ting-Yuan Huang, Wenkai Zhou)....Pages 909-909
Precision of Gains and Losses Affect Seller Credibility and Product Perceptions: An Abstract (Igor Makienko, James Leonhardt)....Pages 911-912
Communicating Social Price Reasons does not Always Benefit a Firm: Role of Individualism on Socially Related Price Increase Justification: An Abstract (Doreén Pick, Stephan Zielke)....Pages 913-914
For Me, My Parents Come First: Role and Religious Identity in Consumer Bank Choice in Pakistan: An Abstract (Samreen Ashraf, Julie Robson, Jillian Farquhar)....Pages 915-916
Cross-Cultural Validation of the Moral Spectrum of Corporate Sustainability from Perfect to Imperfect Duty: An Abstract (Sojin Jung, Jung Ha-Brookshire, Xiaoyong Wei, Stacy H. N. Lee)....Pages 917-918
The Relationship between Trustworthiness, Satisfaction, and Loyalty: Study on Insurance Market (Robson William Ribeiro Machado, José Marcos Carvalho de Mesquita, Frederico Vidigal)....Pages 919-929
Comparing Sustainability Initiatives in Private and Public Healthcare Sectors: An Abstract (Rocio Rodríguez, Göran Svensson, David Eriksson)....Pages 931-932
Nostalgia’s Restorative Role at Times of Brand Crisis: An Abstract (Amro Maher, Altaf Merchant, John Ford, Anusorn Singhapakdi)....Pages 933-933
Augmented Attributions: The Role of Perceived Effort in the Formation of Consumer Motive Attributions: An Abstract (Ryan Langan, Anand Kumar)....Pages 935-935
Customer Engagement on Facebook: A Classification of Brand Fans: An Abstract (Tania Maree, Gené van Heerden)....Pages 937-938
Antecedents and Consequences of Consumers’ Online Brand-Related Activities (COBRAs) on Social Networking Sites: An Abstract (Rico Piehler, Michael Schade, Barbara Kleine-Kalmer, Christoph Burmann)....Pages 939-939
Member Lock-In and Knowledge Break-Out in SNS Groups: Integrating the “Pull-In,” “Push-Back,” and “Mooring” Effects: An Abstract (En-Yi Chou, Cheng-Yu Lin, Ting-Ting Chen, Heng-Chiang Huang)....Pages 941-941
Retailing in the Digital Age: Surviving Mobile App Failure: An Abstract (Duane M. Nagel, J. Joseph Cronin Jr., Brian L. Bourdeau, Christopher D. Hopkins, Deanne Brocato)....Pages 943-944
Multi-User Virtual Reality Technology as Means to Engage Global Consumers: An Abstract (Anouk de Regt, Stuart J. Barnes)....Pages 945-946
Customer Engagement in Social Network Brand Communities: Drivers and Impact on Brand Loyalty (Ana Castro, Teresa Fernandes)....Pages 947-956

Citation preview

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Patricia Rossi Nina Krey Editors

Finding New Ways to Engage and Satisfy Global Customers Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC)

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

More information about this series at http://www.springer.com/series/13409

Patricia Rossi  •  Nina Krey Editors

Finding New Ways to Engage and Satisfy Global Customers Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC)

Editors Patricia Rossi Marketing Department IÉSEG School of Management Lille, France

Nina Krey Rohrer College of Business Rowan University Glassboro, NJ, USA

ISSN 2363-6165     ISSN 2363-6173 (electronic) Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-030-02567-0    ISBN 978-3-030-02568-7 (eBook) https://doi.org/10.1007/978-3-030-02568-7 Library of Congress Control Number: 2018962178 © Academy of Marketing Science 2019 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors, and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland

2018 Academy of Marketing Science® World Marketing Congress

Finding New Ways to Engage and Satisfy Global Customers June 27–29, 2018 Universidade Lusiada-Norte Porto, Portugal

v

AMS Officers (2018–2020)

President O.C. Ferrell Auburn University, USA Executive Vice President/Director Harold W. Berkman University of Miami, USA President-Elect Julie Guidry Moulard Louisiana Tech University, USA Immediate Past-President Adilson Borges Carrefour & NEOMA Business School, France Vice President for Publications James S. Boles University of North Carolina at Greensboro, USA Vice President for Programs Brad D. Carlson Saint Louis University, USA Vice President for MembershipNorth America Mark Peterson University of Wyoming, USA

Vice President for Membership-International Patricia Rossi IÉSEG School of Management, France Vice President for Development Janna Parker James Madison University, USA Secretary/Treasurer Nina Krey Rowan University, USA Co-Chair, Board of Governors Joseph F. Hair, Jr. University of South Alabama, USA Barry J. Babin Louisiana Tech University, USA Co-Director of International Programs Jay D. Lindquist Western Michigan University, USA Barry J. Babin Louisiana Tech University, USA John B. Ford Old Dominion University, USA

vii

AMS Board of Governors (2018–2020)

Barry J. Babin Louisiana Tech University, USA Co-Chair (2016–2022)

Eli Jones Texas A&M University, USA (2014–2020)

Joseph F. Hair, Jr. University of South Alabama, USA Co-Chair (2018–2024)

David J. Ortinau University of South Florida, USA (2016–2022)

Adel El-Ansary University of North Florida, USA (2018–2024)

Nicholas Paparoidamis NEOMA Business School, France (2018–2024)

Linda Ferrell Auburn University, USA (2018–2024)

Leyland Pitt Simon Fraser University, Canada (2016–2022)

Linda Golden University of Texas, USA (2018–2024)

Linda Price University of Arizona, USA (2014–2020)

Jean-Luc Herrmann University of Lorraine, France (2016–2022)

Bodo Schlegelmilch Vienna University of Economics and Business Administration, Austria (2014–2020)

ix

2018 AMS World Marketing Congress: Co-Chairs

John B. Ford, Old Dominion University, USA Elizabeth Real, Universidade Lusiada-Norte, Portugal

xi

2018 AMS World Marketing Congress: Tracks and Track Chairs

Advertising & IMC Douglas C. West, King’s College London, UK Les Carlson, University of Nebraska—Lincoln, USA Big Data and New Marketing Analytics Tina Harrison, University of Edinburgh, UK Mary Brennan, University of Edinburgh, UK Branding and Product Management Julie Guidry Moulard, Louisiana Tech University, USA Cleopatra Veloutsou, University of Glasgow, UK Business-to-Business Marketing Mitch Griffin, Bradley University, USA Nic Terblanche, Stellenbosch University, South Africa Consumer Behavior Dipayan Biswas, University of South Florida, USA Jean-Luc Herrmann, University of Lorraine, France Cross-Cultural, Multicultural and/or International Marketing Cheryl Nakata, University of Illinois at Chicago, USA Catherine Demangeot, IÉSEG School of Management, France Digital Marketing Paul Ballantine, University of Canterbury, New Zealand Lucie Ozanne, University of Canterbury, New Zealand Social Media Marketing Claas Christian Germelmann, University of Bayreuth, Germany Kirk Plangger, King’s College London, UK

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xiv

2018 AMS World Marketing Congress: Tracks and Track Chairs

Distribution and Supply Chain Management Susan Golicic, Colorado State University, USA David Grant, University of Hull and Institute of Estuarine & Coastal Studies (IECS), UK Entrepreneurship and Innovation Adam Mills, Loyola University, USA Tek Thongpapanl, Brock University, Canada Ethics, Social Responsibility and Not-for Profit Theresa Kirchner, Old Dominion University, USA Gillian Sullivan Mort, LaTrobe University, Australia Fashion and Luxury Marketing Isabel Cantista, University Lusiada, Portugal Joy Kozar, Kansas State University, USA Green Marketing/Sustainability and Bottom-of-the-Pyramid Marketing Valerie Swaen, Université Catholique de Louvain, Belgium & IÉSEG School of Management, France Charles Blankson, University of North Texas, USA Iberian Marketing Issues Nebojsa S. Davcik, ISCTE Business School, Portugal Antonio Azevedo, University of Minho, Portugal Marketing Education David Taylor, Sacred Heart University, USA Jan Kietzmann, Simon Fraser University, Canada Marketing in Emerging Markets Gregory Kivenzor, University of Connecticut, USA Fernando Fastoso, York University, UK Marketing Research: Methods, Measures, and Analytics Joseph F. Hair, Jr., University of South Alabama, USA Christian Ringle, Hamburg University of Technology, Germany Marko Sarstedt, Otto-von-Guericke University, Germany Marketing Strategy Leyland Pitt, Simon Fraser University, Canada Asa Wallstrom, Luleå University of Technology, Sweden Personal Selling and Sales Management Jessica Ogilvie, Ohio University, USA Nicholas Paparoidamis, NEOMA Business School, France

2018 AMS World Marketing Congress: Tracks and Track Chairs

Pricing and Customer Value Sandra Mottner, University of Western Washington, USA Donald Lund, University of Alabama at Birmingham, USA Relationship Marketing/CSR/Customer Loyalty/CLV Rene Darmon, ESSEC Business School, France Diana Haytko, Florida Gulf Coast University, USA Retailing (Online/Offline) Gerard Cliquet, University of Rennes, France Karine Picot-Coupey, University of Rennes, France Services Marketing Luca Petruzzellis, University of Bari Aldo Moro, Italy Annie Liu, Texas State University, USA Wine and Tourism Marketing Paulo Ramos, University Lusiada, Portugal Nathalie Spielmann, NEOMA Business School, France Doctoral Colloquium Altaf Merchant, University of Washington, Tacoma, USA Special Session Submissions John B. Ford, Old Dominion University, USA Elizabeth Real, Universidade Luciada-Norte, Portugal Proceedings Editors Patricia Rossi, IÉSEG School of Management, France Nina Krey, Rowan University, USA

xv

2018 AMS World Marketing Congress: Reviewers

Thank you to all people who reviewed for the 2018 AMS World Marketing Congress. These people include: Annika Abell Dagmar Abfalter Alexandra Abney Khaled Aboulnasr Eda Adamlier Kwame Adom Karina Adomaviciute Billur Akdeniz Joaquin Aldas-Manzano Mathieu Alemany Oliver Juliann Allen Gareth Allison Nuno Almeida Gisela Alves Cesare Amatulli Adriana Amaya Rivas Abdelmajid Amine Doug Amyx Donghwy An Stephanie Anderson Galina Andreeva Daniela Andreini Mick Andzulis Tom Archibald Anahit Armenakyan Cat Armstrong Soule Sanna-Katriina Asikainen Costas Assimakopoulos Gerard Athaide Pinelopi Athanasopoulou Oguzhan Aygoren Toker Aysegul João Azambuja Salim Azar

Antonio Azevedo Sally Baalbaki Hajer Bachouche Fawaz Baddar S.Cem Bahadir George Balabanis Boris Bartikowski Fabian Bartsch Lisa Beeler Roger Bennett Catherine Bentham Michelle Bergadaa Gargi Bhaduri Pelin Bicen Marta Bicho Markus Blut Kwabena Boakye Silke Boenigk Ed Bond Othman Boujena Achilleas Boukis Flávio Brambilla Joël Brée Ross Brennan Linda Brennan Lauren Brewer Deanne Brocato Natalya Brown Bidisha Burman Steve Burt Markus Buser Christian Bushardt Romain Cadario Louise Canning

Joanne T. Cao Lanlan Cao Lorena Carrete Lucero Michal Carrington Albert Caruana Pedro Carvalho Mark Case Mario Cassar Lina Ceballos Edgar Antonio Centeno Velázquez

Priscilla Chan Simos Chari Chavi Chen Jing Chen Yue-Yang Chen Yanina Chevtchouk Michelle Childs Raeesah Chohan Youngtae Choi Wendy Chou Francis Chuah Ron Clark Bart Claus Michel Clement Mark Cleveland Gérard Cliquet Stanley Coffie Isabelle Collin-Lachaud Tony Conway Kirsten Cowan Andrew Crecelius Angela Cruz Charles Cui Cathy Curran-Kelly xvii

xviii Rafael Currás Pérez Catherine Da Silveira Dan-Cristian Dabija Amir Dabirian Charlene Dadzie Gavriel Dahan Bo Dai Vassilis Dalakas Francesca Dall’Olmo Riley Stephen Dann Neel Das Sofia Daskou Arezoo Davari Nebojsa Davcik Brennan Davis Donna Davis Vasileios Davvetas John Dawson Gwarlann de Kerviler Anouk de Regt Johannes de Smedt Ken Deans Dawn Deeter-Schmelz Sihem Dekhili Elena Delgado-Ballester Duleep Delpechitre Catherine Demangeot Etienne Denis Christian Derbaix Isabel Deutschmeyer Mbaye Fall Diallo Christian Dianoux Hoda Diba Sally Dibb Larissa Diekmann Vytautas Dikcius Claudiu Dimofte Rebecca Dingus Cassie Ditt Andrea Dixon Carmela Donato Mike Dorsch Olivier Droulers Clare D’Souza Pierre Louis Dubois Katherine Duffy Sujay Dutta Meike Eilert Anuashine Ellis Dahlia El-Manstrly Hyo-Jin Eom Hilal Ergen Theresa Eriksson Nathalie Fabbe-Costes

2018 AMS World Marketing Congress: Reviewers Xi Fang Nadia Fanous Mana Farshid Ricky Fergurson Caitlin Ferreira Peter Fischer Nathalie Fleck Daniel Flint Andrew Flostrand Jonas Föhr Pantea Foroudi Christophe Fournier Christoph Fuchs Cristina Galalae Olivier Gergaud Christian Germelmann Nabil Ghantous Apostolos Giovanis Itzhak Gnizy Christine Gonzalez Héctor González Martina Gonzalez-Gallarza Eva Gonzalez-Hernandez Mohit Gour Ludmilla Gricenko Wells Mitch Griffin Nick Grigoriou Siggi Gudergan Peter Guenther Miriam Guenther Joao Guerreiro Abhijit Guha Rajesh Gulati Patricia Gurviez Birgit Hagen Nick Hajli Zachary Hall Chris Hand Garth Harris Nathaniel Hartmann Elise Harvey Tracy Harwood Leonidas Hatzithomas Sven Hauff Benjamin Hazen Jayne Heaford Sandrine Heitz Spahn Johanna Held Jean-Luc Herrmann Martin Hingley Chris Hinsch Bryan Hochstein Danupol Hoonsopon Chris Horbel

Monireh Hosseini Cheng-Chieh Hsiao Hui-Ling Huang Gert Human Margee Hume Tran Huong Elodie Huré Jiyoung Hwang Antonio Hyder Sajna Ibrahim Subin Im Rajesh Iyer Pramod Iyer Elif Izberk-Bilgin Shalini Jain Catherine Janssen Magali Jara Thomas Jensen Colin Jevons Stefanie Jirsak Bruna Jochims William Johnson Cheah Jun Hwa Mathieu Kacha Stavros Kalafatis Maria Kalamas Ariadni Kapetanaki Valeriia Kaptceva Maria Karampela Elif Karaosmanoglu Svetlana Kataeva Joya Kemper Eric Kennedy Muhammad Ali Khan Mark Kilgour Jihyun Kim Eva Kipnis Michael Kleinaltenkamp Jirka Konietzny Rita Kottasz Christine Kowalczyk Manfred Krafft Nina Krey Mike Kroff Michael Krush Marc Kuhn Minu Kumar Arun Kumar Olga Kvasova Antigone Kyroussi Ewelina Lacka Sophie Lacoste-Badie Christine Jaushyuam Lai Felicia Lassk

2018 AMS World Marketing Congress: Reviewers Emmanuelle Le Nagard Linda Lee Sheena Leek Sarah Lefebvre Jean François Lemoine Constantinos Leonidou Michael A. Levin Hawyi Liang Tana Licsandru Jiun-Sheng Chris Lin Shuyu Lin Jörg Lindenmeier Kristina Lindsey Hall Canning Louise Ben Lowe Temo Luna-Nevarez Kaisa Lund Jacqueline Lynch John Macdonald Emanouella Magganiari Choukri Manidjel François Maon Ben Marder Tania Maree Drew Martin David Martín-Consuegra Navarro

Eva Martínez Noemí Martínez-Caraballo Frauke Mattison-Thompson Maurizio Mauri Michael Mcdermott Bob Mcdonald Sally Mckechnie Kylie McMullan Jose Mendoza José Marcos Mesquita Aurélia Michaud-Trévinal Géraldine Michel Jess Mikeska Gerardo Moreira Gonzalo Moreno Todd Morgan Stacey Morrison Rasha Mostafa Jean-Louis Moulins Sahar Mousavi Mona Mrad Prokriti Mukherji Ryan Mullins Alexander Munro John Murray Iman Naderi Cheryl Nakata Courtney Nations

Amin Nazifi Pablo Neder Peter Neijens Lucas Nesselhauf Gilles N’Goala Ralitza Nikolaeva Patricia Norberg Gavin Northey Michael Obal Matt O’Brien Philippe Odou Sheena Okai Sergio Olavarrieta Ulrich Orth Nicholas O’Shaughnessy Benjamin Österle Sergio Osuna Destina Ovuakporie Stefanie Paluch Gaëlle Pantin Sohier Felipe Pantoja Nicolas Papadopoulos Nicholas Paparoidamis Jimi Park Janna Parker Ulrich Paschen Jeanette Paschen Oleksandra Pasternak Anthony Patino Athanasios G. Patsiotis Véronique Pauwels-Delassus Fabien Pecot Giuseppe Pedeliento Iryna Pentina Chris Pentz Elfriede Penz Rebeca Perren Rozenn Perrigot Patsy Perry Alberto Pezzi Bernd Philipp Rico Piehler Lamprini Piha Yolande Piris Christine Pitt Leyland Pitt Dennis Pitta Loic Ple Michael Polonsky Ingrid Poncin Bastian Popp Kate Pounders Gerard Prendergast Maria Puelles

xix Keith Pyper Wang Qian Lee Quinn Arafat Rahman Adam Rapp Brooke Reavey Ismail Rebai Noha Refaie Parichehr Riahi Pour Nicole Richter Sophie Rieunier Paulo Rita Arnaud Rivière Aya Rizk Jeandri Robertson Julie Robson Shelly L. Rodgers Clarinda Rodrigues Paula Rodrigues Claire Roederer Joe Roh Salvatore Romanazzi Marisabel Romero Mei Rose Heather Ross Patricia Rossi Jean Roy Maria-Eugenia Ruiz Cecilia Ruvalcaba Ruta Ruzeviciute Ouidade Sabri Ibrahim Sabuncu Laszlo Sajtos Amin Saleh Sandeep Salunke Cristina Sanchez Blanco Vasco Santos Paraskevi Sarantidou Cinthia Satornino Wendy Scaife Tobias Schaefers Victor Schliwa Laura-Marie Schons Hanna Schramm-Klein Tali Seger-Guttman Tejvir Sekhon Sarah Selinka Abdel Shaltoni Kevin Shanahan Aviv Shoham Béatrice Siadou Martin Nikoletta-Theofania Siamagka Christina Sichtmann Jeremy Sierra

xx Paola Signori André Silva Cláudia Simões Françoise Simon Stephen Singaraju Mona Sinha Rudolf Sinkovics K. Sivakumar Stephanie Slater Garry Smith Reo Song Aarti Sood Rossella Sorio Bruno Sousa Leigh Sparks Stavroula Spyropoulou Michael Stadtelmann Marla Royne Stafford Maximilian Stieler Carola Strandberg Esther Swilley Courtney Szocs Christoph Teller Robert Thomas Ladonna Thornton Carina Thuerridl

2018 AMS World Marketing Congress: Reviewers Gladys Torres Baumgarten Jean-François Toti Janell Townsend Alexander Trautrims Emily Treen Julien Troiville Ke Tu Aybars Tuncdogan Sigitas Urbonavicius Bertrand Urien Taylan Urkmez Pierre Valette-Florence Stuart Van Auken Eric Van Steenburg Joseph Vella Ram Vikas Iris Vilnai Yavetz Nanda Viswanathan Dany Vyt Doug Walker Cyndy Wang Fatima Wang Yichuan Wang Sabinah Wanjugu Kittichai Watchravesringkan Kelly Weidner

Bert Weijters Wolfgang Weitzl Jaime White Jennifer Wiggins Matthew Wilson Kathryn Woodbury Zeno Chris Wright-Isak Shuang Wu Yun Wu Goksel Yalcinkaya Amanda Yamim Mirella Yani-De-Soriano Atefeh Yazdanparast Chebli Youness Kaidong Yu Debra Zahay-Blatz Jennifer Zarzosa Jim Zboja Michelle Zeng Katharina Zeugner-Roth Xia Zhu Zhen Zhu Stephen Zielke Mohammadali Zolfagharian Athina Zotou

Preface

The Academy of Marketing Science was founded in 1971, held its first Annual Conference in 1977, and has grown and prospered ever since. The relevancy of the Academy’s mission and activities to our chosen target market of the marketing professoriate has been a key factor in attracting the discipline’s best and brightest from all over the world. The revised Articles of Association of the Academy, approved by the Board of Governors in the spring of 1984 and by the general membership in the fall of that year, define the mission of the Academy as follows: 1. Provide leadership in exploring the normative boundaries of marketing, while simultaneously seeking new ways of bringing theory and practice into practicable conjunction. 2. Further the science of marketing throughout the world by promoting the conduct of research and the dissemination of research results. 3. Provide a forum for the study and improvement of marketing as an economic, ethical, social, and political force and process. 4. Furnish, as appropriate and available, material and other resources for the solution of marketing problems, which confront particular firms and industries, on the one hand, and society at large on the other. 5. Provide publishing media and facilities for fellows of the Academy and reviewer assistance on the fellow’s scholarly activities. 6. Sponsor one or more annual conferences to enable the fellows of the Academy to present research results; to learn by listening to other presentations and through interaction with other fellows and guests; to avail themselves of the placements process; to conduct discussion with book editors; and to exchange other relevant information. 7. Assist fellows in the better utilization of their professional marketing talents through redirection, reassignment, and relocation. 8. Provide educator fellows with insights and suck resources as may be available to aid them in the development of improved teaching methods, materials, devices, and directions. xxi

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9. Seek means for establishing student scholarships and professional university chairs in the field of marketing. 10. Offer fellows of the Academy status to business and institutional executives and organizations. 11. Modify the Academy’s purpose and direction as the influence of time and appropriate constructive forces may dictate. Lille, France Glassboro, NJ, USA 

Patricia Rossi Nina Krey

Acknowledgments

This book contains the full proceedings of the 2018 Academy of Marketing Science World Marketing Congress held in Porto, Portugal. Gratitude and appreciation goes to the Universidade Lusiada-Norte for cohosting the 21st World Marketing Congress. Under the theme “Finding New Ways to Engage and Satisfy Global Customers,” this volume aims to further explore the concept of customer loyalty ensured through continuous engagement with an ever-changing and demanding customer base. Global forces are bringing cultures into collision, creating new challenges for firms wanting to reach geographically and culturally distant markets, and causing marketing managers to rethink how to build meaningful and stable relationships with evermore demanding customers. In an era of vast new data sources and a need for innovative analytics, the challenge for the marketer is to reach customers in new and powerful ways. This volume further investigates new and innovative ways to find new global customers, understand their wants and needs, and build meaningful bridges to them which keep them engaged and ensure the highest levels of customer satisfaction. The Academy of Marketing Science would like to recognize the individuals who have contributed to the success of the conference. Incredible commitment is required to plan, organize, and coordinate an event of this measure. Special acknowledgment goes to the conference co-chairs, John B. Ford and Elizabeth Real. In addition, the track chairs were essential in the encouragement of submission of abstracts, the management of the review process, and the organization of the session details. Gratitude is also extended to the AMS home office and all the volunteers who diligently work behind the scenes to ensure the success of the event. A warm thank you and our continuous gratitude for the tireless effort, exceptional commitment, and unceasing dedication over the years also go to the Co-Directors of International Programs—Jay D. Lindquist and Barry J. Babin. Lastly, the Academy of Marketing Science extends sincere appreciation to all those who submitted their research and presented their ideas and contributed as reviewers and discussion leaders and all others who volunteered to make the meeting a success. Thank you to all the attendees from around the world who made this xxiii

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congress another special AMS event. The 2018 Academy of Marketing Science World Marketing Congress would not have been possible without the support of these many individuals. Lille, France Glassboro, NJ, USA

Patricia Rossi Nina Krey

Contents

Examining the Impact of Provocation in Green Advertising on Consumers’ Attitudes and Perceptions. . . . . . . . . . . . . . . . . . . . . . . . . .   1 Samer Elhajjar and Sihem Dekhili Blink: Advertising in a Multi-Media Environment: An Abstract. . . . . . . .  13 Federica Furlan, Douglas West, Prokriti Mukherji, and Agnes Nairn Sensory Imagery in the Context of Beverage Advertising: How the Senses Affect Product Design and Attitude: An Abstract . . . . . .  15 Klaus-Peter Wiedmann, Janina Haase, and Jannick Bettels Value Expressive Advertising and Innovation Acceptance in Healthcare: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  17 Thomas L. Powers and Seongwon Choi Exploring the Reciprocal Relationship between Brand Identity and Brand Image in a Context of Co-Creation: An Abstract. . . . . . . . . . .  19 Catherine da Silveira and Cláudia Simões Co-Creation and Media Business: The Value Creation in a Brand Licensing Case: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . .  21 Flávio Régio Brambilla and Ana Flávia Hantt Special Session: Nonprofit and Nongovernmental Organization (NPO and NGO) Marketing: Examination of Multicultural Perspectives: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  23 Theresa A. Kirchner, John B. Ford, Jörg Lindenmeier, Ben Lowe, Bob McDonald, and Gillian Sullivan Mort Cross-Cultural Examination of Arts Sector Governmental Policies and Development of Standardized Economic Analyses: An Abstract. . . .  25 Theresa A. Kirchner and John B. Ford

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Co-Production and Social Service Providers’ Performance: Parental Satisfaction with Childcare Markets: An Abstract . . . . . . . . . . .  27 Ann-Kathrin Seemann and Jörg Lindenmeier Connecting with Consumers in Subsistence Marketplaces: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  29 Ben Lowe, Gillian Sullivan Mort, and Md Rajibul Hasan Advancing Mission-Based Metrics: An Abstract. . . . . . . . . . . . . . . . . . . . .  31 Bob McDonald The Effects of the Mobile Technology on Overall Tourist Experience: The Case of Augmented Reality Used During a Visit of Chambord Castle: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . .  33 Patricia Coutelle, Véronique des Garets, Laurent Maubisson, and Arnaud Rivière Big Consumer Behavior Data and their Analytics: Some Challenges and Solutions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  35 Mihai Calciu, Jean-Louis Moulins, and Francis Salerno Web Personalization Experience: Value Creation or Value Destruction? An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  49 Laetitia Lambillotte and Ingrid Poncin IoT’s Consumer Acceptance: A New Perspective: An Abstract. . . . . . . . .  51 Sabrina Hombourger-Barès and Leila El Kamel New Dimensions of Postpurchase Behavior in the Service Environment: Consumer Behavior Toward Uber after Consumer Ratings: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  53 Kathryn Woodbury Zeno and Gladys Torres-Baumgarten Improving Targeting by Taking Long-Term Relationships into Account. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  55 Benedikt Lindenbeck and Rainer Olbrich Managing the Bright and Dark Sides of Humorous Response in Service Recovery: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  69 Hyunju Shin and Lindsay R. L. Larson Do Variety Seekers Rely on Information for their Food Choice? The Role of Type of Novelty of Food: An Abstract . . . . . . . . . . . . . . . . . . .  71 Sujatha Manohar and Varisha Rehman Meanings and Values in the Purchase of a Brand New Car: Study with Brazilian Customers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  73 Danielli Priscila da Silva Melo and José Marcos Carvalho de Mesquita

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Measuring Comprehensive Typology of Positioning Strategies: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  85 Charles Blankson, Prince Kodua, and Lydia Njoroge Think Twice before Typing: Does Recall Message Strategy Affect Firm Valuation? An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  87 Fatma Hilal Ergen Keles, Burc Ulengin, and Emrah Keles Value Network Segmentation: A Three-­Factor Model . . . . . . . . . . . . . . . .  89 Nanda Viswanathan Sustainable Innovation: An Adaptive Capabilities Approach to Understanding its Antecedents and Consequences: An Abstract. . . . . . 103 Kelly L. Weidner, Cheryl C. Nakata, and Zhen Zhu Examining the Relationship between Market Orientation and Service Innovation: Fit as Matching Perspective. . . . . . . . . . . . . . . . . 105 Yue-Yang Chen, Hui-Ling Huang, and Tsai-Pei Liu Effect of Service Firm’s Sustainability Orientation on New Service Development Competence and Performance: An Abstract. . . . . . . . . . . . . 113 Arafat Rahman, Subin Im, and Sanna-Katriina Asikainen Unravelling the Challenges and Opportunities of Social Innovation across Market Boundaries through Images of Dress: An Abstract. . . . . . 115 Stephanie Slater and Catherine Demangeot Driving Sustainable Shopping by Utilizing In-Store Smartphone Messaging: A Reexamination of Regulatory Focus Theory: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117 Matthew B. Lunde and Carl-Philip Ahlbom Redefining Generational Cohorts Based on Touchpoint Exposure in Italy and Japan: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119 Marco Ieva, Chieko Minami, and Cristina Ziliani How Trust, Knowledge Integration, and Team Sensemaking Capability Influence NPD Success: The Mediating Role of Team Members’ Creativity: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . 121 Adriana Amaya Rivas The Impact of Friendship on Entrepreneurial Decision-Making: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123 Theresa Eriksson, Christine Pitt, Andrew Flostrand, and Kristina Heinonen The Impact of Organization Agility, Organization Flexibility, and Environmental Volatility on Radical and Incremental Innovation Performance: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125 Danupol Hoonsopon and Wilert Puriwat

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A Meta-Analytical Review on the Effects of In-Game Advertising on Consumers’ Attitudes: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127 Clécio Araújo, Felipe Pantoja, and Obinna Obilo Comparing Advertising Effectiveness: Successful versus Attractive Male Spokesperson: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . 129 Feray Adiguzel and Carmela Donato Misconceptions of Branding Behavior in the Retail Sector: A Delphi Study: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 131 Jose Ribamar Siqueira, Michael Bendixen, Russell Abratt, and Maria Petrescu Investigating Political Brands in Non-Party Political Environments: Post-­Electoral Reform in Guernsey: An Abstract. . . . . . . . . . . . . . . . . . . . 133 Guja Armannsdottir and Christopher Pich How Much Change is too Much? The Impact of Perceived Technological Change onto Sales Force Technology Acceptance: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135 Michael Obal and Todd Morgan The Role of Mindfulness in Consumers’ Experiences of Food Well-Being: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137 Ophélie Mugel and Patricia Gurviez Importance of Ethics and Sustainability in the Fashion Industry: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139 Vish Maheshwari and Joanna Fielding Understanding the Relationship and Persuasion Mechanisms between Social Media Influencers and their Followers: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141 Pauline Claeys, Karine Charry, and Tina Tessitore Web Personalization: Experience, Antecedents, and Consequences: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143 Laetitia Lambillotte Why do I Follow Fashion Bloggers? Insights from Jordanian Consumers: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145 Lubna Al-Masri and Mirella Yani-de-Soriano Movie Piracy in Emerging Economies: I Want to be Innovative, and I Know How to Explain My Bad Behaviour: An Abstract . . . . . . . . . 147 Sigitas Urbonavicius, Vytautas Dikcius, Karina Adomaviciute, and Amelija Lucinskaite

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Implications of Consumer Animosity for Marketing Strategy: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149 Olga Kvasova and Sergii Tokar An Abstract: When and How do Chief Marketing Officers Drive Firm Performance? CMO Characteristics, Managerial Marketing Capability, and Firm Value Creation. . . . . . . . . . . . . . . . . . . . . 151 Isabel Deutschmeyer, Peter Guenther, Miriam Guenther, and Michael Kleinaltenkamp Social Enterprise Legitimacy in a Hostile Market. . . . . . . . . . . . . . . . . . . . 153 Marta Bicho, Ralitza Nikolaeva, and Carmen Lages Corporate Greed and its Effect on Customer Satisfaction, Corporate Social Responsibility and Corporate Reputation among Customers: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167 Albert Caruana, Joseph Vella, Jirka Konietzny, and Saviour Chircop Fusing Complex Big Data Sets to Understand Consumer’s Online Relationships that Create In-Store Retail Bonding: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169 Don Schultz and Martin P. Block Consumer Pleasure or Guilt: Luxury Fashion Brand Addiction and Social Media Marketing: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . 171 Mona Mrad and Charles C. Cui Building Relationships through Stimulating Brand Experiences: The Role of Self-Expansion, Brand Identification, and Self-Esteem. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173 Gwarlann de Kerviler and Carlos M. Rodriguez Micro-Blog Marketing of Luxury Consumption: The Role of Micro-Blog Contents and Envy in Purchase Intention: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189 Wendy H. C. Chou and Byoungho Jin Limited-Quantity Scarcity Messages for Luxury Brands: Consider Customers in Cognitive and Emotional Consumption: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191 Ting-hsiang Tseng, George Balabanis, Matthew Tingchi Liu, and Hsiu Ying Huang I or We: The Persuasive Effects of Typeface Shapes: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193 Yi-Fen Liu

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Participatory Impact Assessments from a Relationship Marketing Perspective: How to Balance Latent and Manifest Consulting Functions? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195 Guido Grunwald and Jürgen Schwill “The Others”: The Cultural and Consumer Profile of Expatriates: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 209 Vanda Veréb and Helena Nobre Influencing Customer Experience by Activating Relationship Norms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 211 Harald Pol, Mirjam Galetzka, and Ad T. H. Pruyn Trade Fairs, Trade Shows, and Exhibitions: A Literature Review: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 227 Maria Sarmento and Cláudia Simões Conceptualising and Operationalising Respect in Consumer-Brand Relationships: An Abstract. . . . . . . . . . . . . . . . . . . . . 229 Cleopatra Veloutsou Construing Loyalty through Perceived Quality and Brand Identification: The Mediating Role of Brand Trust and Brand Relationship Closeness: An Abstract. . . . . . . . . . . . . . . . . . . . . 231 Tai Anh Kieu Service Brand Orientation and Firm Performance: The Moderating Effects of Relationship Marketing Orientation and Customer Orientation . . . . . . . . . . . . . . . . . . . . . . . . . . . . 233 Raphael Odoom and Ernest Y. Tweneboah-Koduah Eye-Tracking Research Special Session (Part 1): How to Influence In-Store Buying Decisions? An Abstract . . . . . . . . . . . . 251 Sophie Lacoste-Badie Visual Attention in Virtual Reality Settings: An Abstract. . . . . . . . . . . . . . 253 Enrique Bigné, Mariano Alcañiz, and Jaime Guixeres Antecedents and Consequents of the Anchoring Effect in Store Brand vs. National Brand Context: An Abstract. . . . . . . . . . . . . . 255 Fabrício Cruz da Rosa, Arnaldo Coelho, and Cristela Maia Bairrada Enhancing Brand Commitment through Social Responsibility Associations: A Two-­Path Moderated Model. . . . . . . . . . . . . . . . . . . . . . . . 257 Tarek Abid, Marie-Aude Abid-Dupont, and Jean-Louis Moulins Creating My Own Story: Maximizers, a Different Route to Information Evaluation: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . 269 Sahar Karimi

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First Impressions: The Impact of Graphic Syllabi on Student Attitudes: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 271 David G. Taylor The Consequences of Consumer Ethnocentrism upon Product Perceptions within Emerging Markets: The Case of Mexico: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 273 Miguel Sahagun, Arturo Vasquez-Parraga, and Larry Lee Carter Acculturation of Indian Immigrants to the United States: Technology as a Coping Mechanism: An Abstract . . . . . . . . . . . . . . . . . . . 275 Rajesh Iyer, Mitch Griffin, and Barry J. Babin Traditionscapes in Emerging Markets: An Abstract. . . . . . . . . . . . . . . . . . 277 Marlon Dalmoro, Diego Costa Pinto, and Walter Meucci Nique New Perspectives on Justifying Customer Citizenship: An Abstract. . . . . 279 Estelle van Tonder, Inonge T. Lisita, and Daniël J. Petzer An Abstract: Mission Statements as Marketing Messages: A Comparative Content Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 281 Sarah Lord Ferguson, Emily R. Treen, Jeremy De Beer, and Sussie Morrish An Abstract: Intuitive versus Analytical Delight: How Customers Process Delightful Consumption Experiences. . . . . . . . . . . . . . . . . . . . . . . 283 Stefanie Jirsak, Douglas West, Frauke Mattison Thompson, and Nikoletta-Theofania Siamagka Marketing Strategy Implications of Employee Brand Engagement: Optimism and Commonality: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . 285 Christine Pitt, Pierre Berthon, Ian Cross, Val Hooper, and Joao Ferreira Agency Theory in Marketing: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . 287 Raeesah Chohan A Model of Post-Installation Seller-Buyer Interactions in Technology-Based Industrial Markets: An Abstract. . . . . . . . . . . . . . . . 289 Gerard A. Athaide and Sandeep Salunke The Institutional Pressures in the Post-­Adoption Use of Social Media: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 291 João Azambuja and Ralitza Nikolaeva Customer Participation in New Product Development: The Crucial Role of a Firm’s Absorptive Capacity: An Abstract. . . . . . . . 293 Todd Morgan, Michael Obal, and Sergey Anokhin Influences of User Experience on Consumer Perception: A Study on “Autonomous Driving”. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 295 Sarah Selinka and Marc Kuhn

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Don’t Confuse Me! The Effect of Self-­Construal on the Relationship between Context Visual Complexity and Enjoyment . . . . . . . . . . . . . . . . . 307 Nesenur Altinigne and Elif Karaosmanoglu Shopper’s Experience of Digital Mall Signage as Atmospheric Stimuli: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 321 Thérèse Roux and Tania Maree Special Session: Putting Knowledge into Action: An Abstract about Implementing Project-Based Learning across Marketing Courses and University Campuses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 323 Nina Krey, Berrin Guner, and Laurie A. Babin What am I Going to Eat Here? Food Tensions of Immigrants in a Cosmopolitan City. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 325 Michelle Bergadaà and Nada Sayarh Consumers Who Collaborate with the Firm, but Against Each Other: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 339 Laurel Aynne Cook, William Northington, and Jacob Hiler A Comparison of Organizational Sustainability Initiatives through Time in Public and Private Sectors: An Abstract. . . . . . . . . . . . . 341 Rocio Rodríguez, Göran Svensson, and David Eriksson Brand Equity, Country of Origin Effect, and Internationalization: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 343 Marcos Cesar Conti Machado, Marcos Cortez Campomar, and Carlos Eduardo Lourenco Beyond Country-of-Origin: An Empirical Study on the Factors that Affect American Consumers’ Attitude and Purchasing Intentions: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 345 Emi Moriuchi and Christina Chung Special Session: Measurement Invariance and Innovation in Cross-Cultural Research: Revisiting Validity in an Interconnected World: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . 347 Barry J. Babin, David J. Ortinau, Stephanie Slater, John B. Ford, and Carmen Lopez French Households and Fish Consumption: What Characterizes Households that Should be Targeted to Increase Fish Consumption: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 349 Audur Hermannsdóttir, Arnar Búason, and Sveinn Agnarsson Destination Image Change in Tourist Subgroups: Evidence from Uzbekistan: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 351 Mamlakat Khudaykulova, Sunil Sahadev, and Nandakumar Mankavil Kovil Veettil

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Consumer Ability to Determine Actual Quality and Level of Education: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 353 Sidney Ornelas Sánchez and Jorge Vera Martínez Can Anyone Write a Survey? Coping with the Digital Disruption of the Marketing Research Industry in the Classroom: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 355 Brooke Reavey and Al Rosenbloom Investigating Corporate Brand Values in Higher Education: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 357 Louise Spry, Mojtaba Poorrezaei, and Christopher Pich A Critical Assessment of Skills and Knowledge for Entry-Level Marketing Jobs: A Delphi Study: An Abstract . . . . . . . . . . . . . . . . . . . . . . 359 Poh-Lin Yeoh Insights into the Relationship between Entrepreneurial Orientation and Performance: Evidence from Brazil: An Abstract. . . . . . . . . . . . . . . . 361 Marcelo Gattermann Perin, Cláudia Simões, and Cláudio Hoffmann Sampaio Ecotourism Perspective: The Case of Armenia: An Abstract. . . . . . . . . . . 363 Anahit Armenakyan and Natalya Brown A Meta-Approach to Assessing Research Methodologies in Bottom of the Pyramid Markets: An Abstract. . . . . . . . . . . . . . . . . . . . . 365 Caitlin Ferreira and Jeandri Robertson The Benefits of Unrelated Brand Corporate Social Responsibility: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 367 Diego Costa Pinto, Márcia Maurer Herter, Leonardo Nicolao, and Mellina Terres Targeted Dysfunctionality: A Systematic Review and Conceptualization: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 369 Mehmet Okan and Banu Elmadağ An Application of Co-Production Concept to the US Legal System: Lessons from Marketing: An Abstract. . . . . . . . . . . . . . . . . 371 P. Sergius Koku Exploring the Customer Satisfaction-Store Loyalty Relationship during an Economic Crisis: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . 373 Paraskevi Sarantidis How can Stimuli and Emotions Help Increase Brand Advocacy. . . . . . . . 375 Ricardo Godinho Bilro and Sandra Maria Correia Loureiro

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Shopping Behavior Influences on Perceived Value and Store Satisfaction: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 383 Thomas L. Powers, Eric P. Jack, and Seongwon Choi Ethical Sales Leadership and Salesperson Performance: The Intervening Influence of Worthiness of being Followed: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 385 Vishag Badrinarayanan and Indu Ramachandran Bias in the Hiring Process of Professional Salespeople: The Effects of Gender, Ethnicity, and Religion . . . . . . . . . . . . . . . . . . . . . . 387 Parker F. Griffin, Jill S. Attaway, and Mitch Griffin The Customer Compromise and ComproScore: Toward a New Concept and Metric to Assess Customer Satisfaction, Buying Process, and Loyalty: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . 393 Joël Le Bon Are Loyalty Programmes Shams? A Study Assessing How Loyalty Programmes can Create Loyalty to the Company Rather than to the Program: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 395 Virginie Bruneau and Yuping Liu-Thompkins Customer Responses to the Point Management Strategy in the Occurrence of Customer Demotion: An Abstract. . . . . . . . . . . . . . . 397 Hyunju Shin and Riza Casidy How Cities can Attract Highly Skilled Workers as Residents: The Impact of City Brand Benefits on Highly Skilled, Potential Residents’ City Brand Attitudes: An Abstract. . . . . . . . . . . . . . . 399 Michael Schade, Rico Piehler, and Christoph Burmann Decoding Archetypal Images of Motherhood in Magazine Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 401 Lilit Baghdasaryan, Shona Bettany, and Bogdan-Florin Mihaila Do as I Say (because I’m Similar to You): Gender Similarity, Message Framing, and the Decision to Save for Retirement: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 415 John Chalmers, Sara Hanson, Zhi Wang, and Hong Yuan How Gender Identity Affects Consumer Behavior: Overview and Future Research: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 417 Lilly Ye, Mousumi Bose, and Lou E. Pelton Emotional Aspects of Marketing: Theory and Methods: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 419 Michael Basil and Paul Bolls

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Attraction and Compromise Effects in Choice-Based Conjoint Analysis: No-Choice Options as a Remedy: An Abstract. . . . . . . . . . . . . . 421 Verena Wackershauser, Marcel Lichters, Marko Sarstedt, and Bodo Vogt Eye-Tracking Research Special Session (Part 2): How to Design Attention-­­Grabbing Communications? An Abstract. . . . . . . . . . . . . . . . . . 423 Sophie Lacoste-Badie Does Social Media Communication Style Influence Online Consumer Experience and Behavior?: An Abstract. . . . . . . . . . . . . . . . . . 425 Renato Hübner Barcelos, Danilo Correa Dantas, and Sylvain Senecal An Empirical Investigation of the Antecedents of Product Innovation Strategy and New Product Performance in Export Ventures: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 427 Marios Theodosiou, Evangelia Katsikea, Pascale Hardy, and Shintaro Okazaki Patterns of Competition in Emerging Industries from the Automobile to the Personal Computer: An Abstract. . . . . . . . . . . . . . . 429 Robert E. McDonald A Practice-Based Exploration of Individual Philanthropy in Contemporary Arts and Crafts: An Abstract . . . . . . . . . . . . . . . . . . . . . 431 Caroline Moraes The Impact of Past Deeds on Prosocial Behaviors: The Case of Charitable Giving: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 433 Etienne Denis and Claude Pecheux An Abstract: From Thinking Green to Planned Green Purchasing Behaviors: A Cross-National Study of American and Korean Millennials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 435 Alexander Muk, Christina Chung, and Jonghoon Kim Abetting or Thwarting: The Mediating Role of Subjective Enablers and Constraints in the Pro-Environmental Attitude-Behavior Relationship: An Abstract . . . . . . . . . . . . . . . . . . . . . . . 437 Mark Cleveland, Jennifer Robertson, and Victoria Volk Special Session: An Abstract on Consumer Interactions with Automated Technologies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 439 Ben Lowe, Orsolya Sadik-Rozsnyai, Laurent Bertrandias, Marc Kuhn, and Marco Hubert The Relationship of Market-Oriented Culture, Internal-Market Orientation, Service Climate, and Customer-Oriented Service Behavior: Cross-­Cultural Study of F&B Industry in Taiwan, China, and the United States: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . 441 Shun-Ching Horng and Ling-Hua Weng

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Creating Customer Value through Multichannel Service Delivery: A Study of the French Insurance Market: An Abstract . . . . . . . . . . . . . . . 443 Ilaria Dalla Pozza, Lionel Texier, and Julie Robson Do University Choices Affect CEO Turnover and Company Performance?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 445 Alberto Pezzi and Luca Petruzzellis How can a Brand Successfully Extend in a Premium Market when Collaborating with a High-End Retailer? An Abstract. . . . . . . . . . . 453 Hyo Jin Eom and Soyoung Kim Evaluating Managerial Drivers and Barriers to the Implementation of In-Store Technology in Fashion Retailing: An Abstract. . . . . . . . . . . . . 455 Francesca Bonetti, Patsy Perry, Lee Quinn, and Gary Warnaby Fashion Brand and Retailer Collaborations: An Effective Strategy to Favorably Change Consumers’ Brand Evaluations: An Abstract. . . . . 457 Michelle Childs and Byoungho Jin University Social Augmenters Brand Equity: Do University Social Augmenters Possess Brand Characteristics? An Abstract . . . . . . . . . . . . . 459 Ahmed Eldegwy, Tamer H. Elsharnouby, and Wael Kortam Financial Brand Valuation: A Semiotic Approach to Link Marketing and Finance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 461 Paulo de Lencastre, Nuno Côrte-Real, Ana Côrte-Real, Cosme Almeida, and Pedro Veloso Special Session: An Abstract on “Marketing Techniques to Assist Public Sectors in Engaging Customers to Meet Societal and Individual Disasters Crisis Need and Beyond”. . . . . . . . . . . . . . . . . . . 475 Linda L. Golden, Marco Bravo, Patrick Brocket, Christopher Emrich, Alex Gamble, Rajiv Garg, Colleen Jones, Robert A. Peterson, Pete Phillips, Peter Nance, Alisa Walch, and Yuxin Zhang G2G Marketing from Crisis to Resolution: Marketing for when the Government must Target the Government: An Abstract. . . . . . . . . . . 477 Linda L. Golden and Robert A. Peterson Rapid Assessment of Customer Marketplace in Disaster Settings through Machine Learning, Geospatial Information, and Social Media Text Mining: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . 479 Rajiv Garg, Patrick Brockett, Linda L. Golden, and Yuxin Zhang Faith in God versus Faith in Wealth: Belief in a Higher Spiritual Power as a Determiner of Quality of Financial Life: An Abstract. . . . . . . 481 Heejung Park and Saman Zehra Online Gaming and Maladaptive Behavior: An Abstract. . . . . . . . . . . . . . 483 Marlys J. Mason, Ingrid Martin, and Alejandra Rodriguez

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How Important is the “Time Horizon”?: An Investigation of Financial Well-Being: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 485 Heejung Park Leveraging a Sustainable Supply Chain Orientation in Marketing Communication. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 487 Daniel J. Flint, Paola Signori, and Susan L. Golicic Consumers’ Attitude and Intention to Purchase toward Bio-Based Products: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 499 Ivan Russo, Ilenia Confente, Daniele Scarpi, and Benjamin Hazen The Role for Academics to Play in Advancing Sustainability Integration in Marketing Education and Research: An Abstract . . . . . . . 501 Joya A. Kemper, Paul W. Ballantine, and Michael Hall Toward Adolescents’ Digital Identity Profiles: A Comparison between Quantitative and Qualitative Analysis. . . . . . . . . . . . . . . . . . . . . . 503 Romain Sohier and Joël Brée Investigating the Tech-Savvy Consumer: An Abstract . . . . . . . . . . . . . . . . 517 Esther Swilley The Cognitive Structure of Online Brand Choice: An Exploratory Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 519 Arunima Rana, Anil K. Bhat, and Leela Rani Do Consumers’ Ethical Judgments Matter for Purchase Intentions in Online Gray Markets? The Mediating Role of Trust: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 533 Pelin Bicen and Naveen Gudigantala Cheap vs. Substantive CSR Talk among Global Retailers: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 535 Ralitza Nikolaeva and Marco Visentin The Influence of Internal CSR Initiatives on the Organizational Citizenship Behaviors of Employees: An Abstract. . . . . . . . . . . . . . . . . . . . 537 Haw-Yi Liang, En-Yi Chou, and Jiun-Sheng Chris Lin Accommodation Market Labels and Customers Reviews: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 539 Christine Pitt, Theresa Eriksson, Kirk Plangger, and Amir Dabirian What Makes Digital Content Influential? A Comparison of Celebrities and Influencers: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . 541 Kirsten Cowan and Laura Hunt

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Antecedents of Consumer Ethical Decision-­Making: A Multidimensional Analysis of Emotions, Moral Intensity, Moral Philosophies, Personal Norms, and Intrinsic Religiosity. . . . . . . . . 543 Marco Escadas, Marjan S. Jalali, and Minoo Farhangmehr The Relationship between Worldview and Moral Recognition in Business: Examining Patterns of Ethical Acceptability: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 553 Mark Pritchard, James Avey, Stephen Conroy, and Tisha Emerson Is there Room for Socially Oriented Anti-­Consumption? Conceptualization and Questions for the Development of the Field: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 555 Nieves García-de-Frutos and José Manuel Ortega-Egea Incongruity between Judgment and Action in Business Student Ethics: Multinational Research: An Abstract . . . . . . . . . . . . . . . . 557 Arturo Z. Vasquez-Parraga, Ngoc Pham, Miguel Sahagun, Nataly Guinez, Christian Mellado, and Niria Goni-Avila Crowdfunding Practices for Social Projects: An Experiment of Co-Creation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 559 Rafael Lucian and Marta Bicho Mission-Based/Non-Financial Performance Metrics for Nonprofit Organizations: Policy and Practice: An Abstract . . . . . . . . . . . . . . . . . . . . 569 Robert E. McDonald and John Masselli Responsible Consumption during Crisis: Consumer Impulsiveness and Purchase Behavior in Emerging Markets: An Abstract . . . . . . . . . . . 571 Ana Carina Castagna, Diego Costa, and Márcia Maurer Herter Evaluating Customer Special Requests . . . . . . . . . . . . . . . . . . . . . . . . . . . . 573 Sijun Wang, Sharon E. Beatty, and Betsy Holloway Managing Customer-to-Customer Interaction in Group Service Encounters: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 581 Linda W. Lee, Edward Boon, and Ian P. McCarthy Ambient Scent’s Effects in Sensory Service Marketing: An Abstract. . . . 583 Anna Girard, Marko Sarstedt, and Marcel Lichters Suitability of Green Dwellings as Residential Options in Times of Recession: The Role of Perceived Value, Benefits, and Barriers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 585 Markos Tsogas and Marina Kyriakou An Assessment of the Relationships between Attitudes toward Patriotism, Environmentalism, and the Purchase of Organic Apparel in US Consumers: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . 595 Ming Wang, Lori Rothenberg, and Delisia Matthews

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Communal Narcissists “Go Green” to Enhance their Social Status: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 597 Iman Naderi “Sharing is Caring”: About Personal Values Driving Environmentally Friendly Behavior. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 599 Sarah Selinka, Vanessa Reit, and Natalie de Jong Simplified Nutritional Labels Reduce Calorie of Purchases in a Cafeteria: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 611 Amanda Pruski Yamim, Carolina O. C. Werle, and Olivier Trendel When Indulgence Gets the Best of You: The Unexpected Consequences of Prepayment: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . 613 Ali Besharat and Gia Nardini Does Satisfaction Mediate the Relationship between Quality Constructs in Ongoing Supplier Relationships? An Abstract. . . . . . . . . . 615 Juan Carlos Sosa Varela and Göran Svensson An Approach on Place Attachment, Involvement and Behavioural Intentions in Iberian Marketing Contexts: The Case of Galicia-North Portugal Euroregion: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 617 Bruno Sousa and Cláudia Simões Increasing Awareness and Reputation of Merck S.A. Portugal through Employee Advocacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 619 Heidi Sonne, João Guerreiro, and Bruno Wohlschlegel Sustainability Marketing Strategies: How Self-Efficacy and Controllability can Stimulate Pro-Environmental Behaviors for Individuals: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . 635 Marilyn Giroux and Frank Pons Relevance of Digital Marketing Skills for Marketers: An Abstract. . . . . . 637 Ekant Veer and Angela Dobele Toward an Understanding of the Antecedents of E-Marketing Orientation: The Role of the Fit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 639 Hui-Ling Huang and Yue-Yang Chen Interfirm Trust between Emerging Markets: Chinese Firms in Africa: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 651 Esi A. Elliot, Zhen Zhu, and Fei-Ling Wang Sub-Saharan African Culture and Entrepreneurial Activities: A Ghanaian Perspective: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 653 William K. Darley and Charles Blankson The Making of the Zou Chuqu Strategy at the Marketing Level: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 655 Claude Chailan, Dominique Mazé, and Otto Regalado Pezua

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The Effect of Narrative Believability on Persuasiveness and Purchase Intention: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 657 Mario L. Cassar, Albert Caruana, Jirka Konietzny, and Raeesah Chohan When Social Networks Express Concerns about Information Privacy: Users’ Perception, Attitudes, and Trust: An Abstract . . . . . . . . . 659 Jean-Éric Pelet and Basma Taieb Developing Trust among Chinese Social Media Users through Experience: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 661 Long Zhang, Alma Mintu-Wimsatt, and Bo Han Market Turbulence as Moderator between Customer Orientation and Firm Performance: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 663 Gavriel Dahan and Aviv Shoham The Differences between Internationalization of SMEs with Brand Names and those without Brand Names: An Abstract . . . . . . . . . . . . . . . . 665 Byoungho Jin and Hyeon Jeong Cho Understanding Involvement of Luxury Gift Givers: An Abstract. . . . . . . 667 Ulrich Paschen, Jeannette Paschen, Matthew Wilson, and Theresa Eriksson Sustainable Luxury: The Effect of Luxury Consumption Motivations on Corporate Social Responsibility Strategies: An Abstract . . . . . . . . . . . 669 Carmela Donato, Matteo De Angelis, and Cesare Amatulli Social Media Engagement with Luxury Brands: An Exploratory Study: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 671 Iryna Pentina, Véronique Guilloux, Holly Baumgartner, and Ellen Pullins Face-Saving, Materialistic, and Ethical Values as Related to Chinese Consumers’ Attitudes of Counterfeit Fashion Goods: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 673 Joy M. Kozar and Shuyi Huang The Role of the Mexican Executive Women: The Impact of Personal Branding and the Influence of the Erotic Capital as a Secondary Brand Association: An Abstract. . . . . . . . . . . . . . . . . . . . . 675 Diana Davila and Tonatiuh Mendoza Activating Multiple Facets of the Self: How Self-Concept and Brand Personality can Influence Self-Brand Connections: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 677 Marilyn Giroux and Bianca Grohmann The Underdog Effect in the Context of Brand Management: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 679 Holger J. Schmidt and Pieter Steenkamp

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Special Session: Cultural Identity and Adaptation in Global Marketplaces: Methodological, Conceptual, and Empirical Insights: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 681 Cheryl Nakata, Catherine Demangeot, Eva Kipnis, Charles Chi Cui, Chris Pullig, and Tana Cristina Licsandru Brand Emotions: Establishing the Emotional Lexicon in Failed Consumer Relationships: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 683 Sylvia Long-Tolbert and Tammy Lai Shopping Therapy? Entertainment and Social Interaction’s Role in Shopping Satisfaction: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 685 Maher Georges Elmashhara, Ana Maria Soares, and Damijan Mumel Fear of Crime, Consumption, and Culture: An Abstract. . . . . . . . . . . . . . 687 Enrique P. Becerra and Maria Cecilia Henriquez-Daza Conceptual Model of Destination Branding: An Integrative Approach. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 689 Pedro Costa Carvalho, Ana Kankura Salazar, and Paulo Matos Graça Ramos Segmenting Visitors to New Zealand: An Activity-Based Typology: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 705 Girish Prayag and Peter Fieger An Abstract: Does Communicating Destination Safety Matter?. . . . . . . . 707 Fatima Wang, Carmen Lopez, and Stephen A. Harwood Country-of-Origin Ecological Image: Dimensions of the Construct and their Impacts on Consumers’ Evaluation of Eco-Products: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 709 Omar El Moussawel and Sihem Dekhili When Innovative Ways of Reducing Food Waste Meet Eating Culture in University Canteens: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . 711 Larissa Diekmann and Claas Christian Germelmann The Impact of Deployment of Armed Soldiers in the City of Jerusalem on Fear of Tourists. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 713 Blanka Havlíčková How do Interpersonal Factors Influence the B2B Relationship Quality? An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 725 Ozan Peneklioglu and Ayse Banu Elmadag Bas OEM Pressure to Innovate and Buyer-­Supplier Relationship: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 727 R. Mohan Pisharodi, Ravi Parameswaran, and John W. Henke Jr

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Customer Trustworthiness on Supplier Long-Term Orientation in Supplier-­­Customer Relationships: An Abstract . . . . . . . . . . . . . . . . . . . 729 Tianjiao Qiu A Meta-Analysis of Power in Buyer-Seller Relationships: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 731 Leonidas C. Leonidou, Constantine S. Katsikeas, Bilge Aykol, and Nikolaos Korfiatis Online Brand Communities: When Consumers are Negatively Engaged . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 733 Ricardo Godinho Bilro, Sandra Maria Correia Loureiro, and Maria Inês Marques Understanding Software Developers’ Coping Responses to Negative Online Reviews: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . 741 Raoul Könsgen, Mario Schaarschmidt, and Tobias Krämer Intervening Failure Attribution Perceptions and NWOM with Online Service Recovery Actions: An Abstract. . . . . . . . . . . . . . . . . . 743 Wolfgang Weitzl and Sabine Einwiller Market Orientation and Poverty Reduction: A Study of Rural Small Businesses in Ghana: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . 745 Charles Blankson and Julius Nukpezah Turkish Manufacturing Firms’ Export Market Orientation, Marketing Capabilities, and Export Performance: An Abstract. . . . . . . . . . . . . . . . . . 747 Gaye Acikdilli, Ali Kara, Alma Mintu-Wimsatt, and John Spillan Stimulating Decision-Making Behavior and International Marketing Performance: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 749 Yoel Asseraf, Luis Filipe Lages, and Aviv Shoham Factors Affecting Attitude and Purchase Intention toward Gray Market Goods. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 751 Mesut Çiçek and Selime Demet Sezgin Antecedents of Export Performance: The Role of Institutional and Resource-­Based Factors: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . 767 İlayda İpek and Mustafa Tanyeri Consumer Perception in the Probability of Buying Luxury Brands: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 769 Paula Rodrigues Cobranding between Fast Fashion Brands and Luxury Brands: A Case Study Approach. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 771 Beatriz Eiras and António Azevedo

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Perceptual Discrepancies between Purchasers and Non-Purchasers of Mass Customized Fashion Products: Lessons Learned from a US Generation Z Consumer Perspective: An Abstract. . . . . . . . . . . . . . . . . . . 785 Jihyun Kim and Gargi Bhaduri Employer Brand Love: The Key for Attracting and Retaining Talent: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 787 Elizabeth Real de Oliveira, Erika Laranjeira, Cristina Cunha, and Pedro Rodrigues The Dynamic Nature of Brand Experience . . . . . . . . . . . . . . . . . . . . . . . . . 789 Benjamin Österle, Marc M. Kuhn, and Jörg Henseler How do Emotions Influence Brand Attachment? The Mediation Role of Brand Authenticity: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . 801 Yousra Hallem, Wissal Ben Arfi, and Haithem Guizani Special Session: Understanding the Customer Experience: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 803 Claire Roederer, Richard Huaman-Ramirez, Daria Plotkina, Eric Casenave, Ziad Malas, and Françoise Simon How does the Difficulty of Recalling Past Experiences Influence Consumption Desire? An Abstract. . . . . . . . . . . . . . . . . . . . . . . . 805 Richard Huaman-Ramirez Customer Experience Posting an Online Review and eWOM Intent: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 807 Daria Plotkina Homo-Sapiens Visiting Museums: How Evolution Shapes Aesthetic Experiences: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 809 Eric Casenave and Ziad Malas Understanding the Flat-Sharing Experience: Spatial Ambivalence of the Collaborative Consumption: An Abstract. . . . . . . . . . . . . . . . . . . . . 811 Claire Roederer and Françoise Simon Even if You Wrong Me, I May Still Like You: Consumer Dishonesty in Case of Feeling Befooled. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 813 Didem Gamze Isiksal and Elif Karaosmanoglu Place Attachment in a Post-Earthquake Scenario: Some Preliminary Findings: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . 827 Jörg Finsterwalder, Chris Chen, Alastair Tombs, Girish Prayag, and C. Michael Hall Business Attire Fashion or Appropriateness: What Should Marketers Emphasize? An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 829 Emily Law and Lori Rothenberg

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Live Music and Consumers’ Attitudes: An Abstract. . . . . . . . . . . . . . . . . . 831 Bruno Morgado Ferreira and Diana Marli Monitoring the Experiential Content of a Touristic Service: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 833 Alessandro Bigi, Michelle Bonera, and Elisabetta Corvi The Effect of Product Knowledge on the Relational Importance of the Product Attributes of Wine: An Abstract. . . . . . . . . . . . . . . . . . . . . . 835 Jeandri Robertson, Caitlin Ferreira, and Elsamari Botha A Dual-Process Perspective of Consumer Responses in Virtual Service Environments: An Abstract. . . . . . . . . . . . . . . . . . . . . . . 837 Ulrich Orth, Larry Lockshin, Nathalie Spielmann, and Mirjam Holm Toward a Valence Model for Fit in Cause-Related Marketing: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 839 Jennifer Liebetrau, Debra Z. Basil, Mary Runté, and Sebastian Ullrich The Impact of Firm Size and Gratitude on the Effectiveness of Cause Marketing Campaigns: An Abstract. . . . . . . . . . . . . . . . . . . . . . . 841 Eline L. E. De Vries and Lola C. Duque Examining Sales Promotion Theory in a Cause-Related Marketing Setting: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 843 Katharine Howie and Parker Woodroof A Comparison of the Histories of the Development of Incremental and Radical Innovations: A View from Pharma-Biotech: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 845 Minu Kumar Implicit Self-Theories for the Effects of Envy Types on Unique Product Choice: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 847 Valeriia Kaptceva and Nara Youn The Role of Lean Innovation Capability in Resource-Limited Innovation: Concept, Measurement, and Consequences: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 849 Pelin Bicen, William H. A. Johnson, and Zhen Zhu The Impact of Opportunism and Conflict on Non-Economic and Economic Satisfaction in Business Relationships: An Abstract . . . . . 851 Janice M. Payan, Carmen Padín, Carlos Ferro, and Göran Svensson Interactions with Existing and Potential Customers: The Role of Physical and Virtual Trade Fairs: An Abstract. . . . . . . . . . . . . . . . . . . . 853 Maria Sarmento and Cláudia Simões Patients’ Adoption of E-Consultation: The Role of Perceived Usefulness and Perceived Ease of Use, Trust, and Risk Aversion: An Abstract. . . . . . 855 Asia Tran-Trong Boussaa and Prokriti Mukherji

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Social Media Usage, FOMO, and Conspicuous Consumption: An Exploratory Study: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 857 David G. Taylor Restraint on Black Friday: An Investigation into Consumer Motivations for Participating in “Buy Nothing Day”: An Abstract . . . . . . . . . . . . . . . . 859 Matthew Wilson, Jeannette Paschen, Christine Pitt, and Åsa Wallström Multicultural Marketing Campaigns: Reaching the US Hispanic Market on Digital Media: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 861 Mine Üçok Hughes, Tony Stovall, Ekin Pehlivan, and Rafael Cardona A Cross-Cultural Exploration of Resource Misuse and Value (Co) destruction: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 863 Anne M. Smith, Cláudia Simões, Cathy Bakewell, and Francis Wilson A Framework on the Impact of Protectionist Discourse on Cross-Border Consumption: Is Trump to be Blamed? An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 865 Pável Reyes-Mercado and Diana Dávila I am Open to Eat What is in Front of Me in the Host Country: A Comprehension of Expatriates’ Acculturation: An Abstract. . . . . . . . . 867 Raficka Hellal-Guendouzi and Sihem Dekhili Understanding Collaborative Consumption: A Three-Country Study: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 869 Adele Berndt and Mike Peasley Sex-Appealing Clothing: Attitudes and Preferences of Young Women in their Ovulation Cycle: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 871 Ngoc Pham, Arturo Z. Vasquez-Parraga, and Reto Felix Decoding Typicality in Apparel Products: An Abstract . . . . . . . . . . . . . . . 873 Lina M. Ceballos, Nancy Hodges, and Kittichai Watchravesringkan An Exploration of the Combined Impact of Ethical Climate and Work Locus of Control on Job Performance and Turnover Intentions: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 875 Jay Prakash Mulki and Felicia G. Lassk How Workplace Isolation Impacts Performance: An Abstract. . . . . . . . . 877 Edward L. Nowlin, Doug Walker, Nawar N. Chaker, and Nwamaka A. Anaza CSR and Sales Performance: Examining Mediating and Moderating Processes: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . 879 Sandra Castro-González, Belén Bande, and Fernando Losada Pérez Special Session: Brands through our Senses: An Abstract. . . . . . . . . . . . . 881 Clarinda Rodrigues and Cleopatra Veloutsou

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Branding Places: Developing a Sensorial Brand Identity Model: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 883 T. C. Melewar, Clarinda Rodrigues, and Charles Dennis Store Atmospherics: An Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 885 Charles Spence Discussing Recent Research on Sensory Communication in Marketing: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 887 Klaus-Peter Wiedmann, Janina Haase, and Jannick Bettels Enhancing Sensory Branding in Luxury through Visual Design: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 889 Aurélie Hemonnet-Goujot and Pierre Valette-Florence Smartphones Uses to Discover a Touristic Destination and its Consequences on Tourism Experience: An Abstract. . . . . . . . . . . . 891 Jean-Francois Lemoine and Mathieu Salvadore The Effects of Customer-Based Online Reputation on WOM and WPP: The Mediating Role of BRQ: An Abstract. . . . . . . . . . . . . . . . . 893 Chebli Youness, Pierre Valette-Florence, and Jean-Luc Herrmann An Exploratory Study on Children’s Word-of-Mouth Communication. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 895 Belem Barbosa and Pedro Quelhas Brito How to Reach Early Adopters? An Empirical Analysis of Early Adopters’ Internet Usage Behavior: An Abstract. . . . . . . . . . . . . 905 Riccardo Reith, Maximilian Fischer, and Bettina Lis Investigating the Dual Role of Price on Consumers’ Purchase Intentions of Hedonic versus Utilitarian Products: An Abstract. . . . . . . . 907 Sven Tuzovic and Verena Batt The Pricier the Merrier: How the Law of Demand Informs Value-Based Pricing: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 909 Chih-Ning Chu, Ting-Yuan Huang, and Wenkai Zhou Precision of Gains and Losses Affect Seller Credibility and Product Perceptions: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 911 Igor Makienko and James Leonhardt Communicating Social Price Reasons does not Always Benefit a Firm: Role of Individualism on Socially Related Price Increase Justification: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 913 Doreén Pick and Stephan Zielke For Me, My Parents Come First: Role and Religious Identity in Consumer Bank Choice in Pakistan: An Abstract . . . . . . . . . . . . . . . . . 915 Samreen Ashraf, Julie Robson, and Jillian Farquhar

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Cross-Cultural Validation of the Moral Spectrum of Corporate Sustainability from Perfect to Imperfect Duty: An Abstract. . . . . . . . . . . 917 Sojin Jung, Jung Ha-Brookshire, Xiaoyong Wei, and Stacy H. N. Lee The Relationship between Trustworthiness, Satisfaction, and Loyalty: Study on Insurance Market . . . . . . . . . . . . . . . . . . . . . . . . . . 919 Robson William Ribeiro Machado, José Marcos Carvalho de Mesquita, and Frederico Vidigal Comparing Sustainability Initiatives in Private and Public Healthcare Sectors: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 931 Rocio Rodríguez, Göran Svensson, and David Eriksson Nostalgia’s Restorative Role at Times of Brand Crisis: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 933 Amro Maher, Altaf Merchant, John Ford, and Anusorn Singhapakdi Augmented Attributions: The Role of Perceived Effort in the Formation of Consumer Motive Attributions: An Abstract. . . . . . . 935 Ryan Langan and Anand Kumar Customer Engagement on Facebook: A Classification of Brand Fans: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 937 Tania Maree and Gené van Heerden Antecedents and Consequences of Consumers’ Online Brand-Related Activities (COBRAs) on Social Networking Sites: An Abstract. . . . . . . . . 939 Rico Piehler, Michael Schade, Barbara Kleine-Kalmer, and Christoph Burmann Member Lock-In and Knowledge Break-Out in SNS Groups: Integrating the “Pull-In,” “Push-Back,” and “Mooring” Effects: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 941 En-Yi Chou, Cheng-Yu Lin, Ting-Ting Chen, and Heng-Chiang Huang Retailing in the Digital Age: Surviving Mobile App Failure: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 943 Duane M. Nagel, J. Joseph Cronin Jr., Brian L. Bourdeau, Christopher D. Hopkins, and Deanne Brocato Multi-User Virtual Reality Technology as Means to Engage Global Consumers: An Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 945 Anouk de Regt and Stuart J. Barnes Customer Engagement in Social Network Brand Communities: Drivers and Impact on Brand Loyalty. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 947 Ana Castro and Teresa Fernandes

Examining the Impact of Provocation in Green Advertising on Consumers’ Attitudes and Perceptions Samer Elhajjar and Sihem Dekhili

Abstract  Despite the progress made in the study of sustainability, there is still very little research on provocative environmental ads. The latter have been used by many companies in recent years to promote sustainable development practices and in response to consumer skepticism of green advertising. Our research aims to enrich the green advertising literature by investigating greenbashing ads, with a focus on consumer perceptions and attitudes to these provocative environmental ads. A mixed method approach was taken, including the use of both qualitative and experimental research methods. The findings indicate that on the whole greenbashing is viewed unfavorably and has a negative impact on brand image and consumers’ attitudes and perceptions. Keywords  Consumer’s skepticism · Sustainable development · Green advertising · Greenbashing · Provocative ads · Netnography

Introduction Green advertising practices have increased almost tenfold in the last 20 years and have tripled since 2006 (Delmas and Burbano 2011). This is mainly due to consumers’ increased environmental awareness. Thus, green advertising is designed to create a positive attitude to environmentally friendly firms (D’Souza and Taghian 2005), to address the link between a firm and the environment (Prakash 2002), and to improve the socially responsible corporate image of firms (Pranee 2010). However, research suggests that it has failed to convey any of the real environmental benefits delivered by the brands (Chan 2004) and does not guarantee a green image S. Elhajjar (*) University of Balamand, Balamand, Lebanon e-mail: [email protected] S. Dekhili Université de Strasbourg, Strasbourg, France e-mail: [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_1

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underpinned by honesty and trust (Peattie and Crane 2005). At present, the main problems that confront green advertising are poor credibility, consumer skepticism, and consumer confusion (Winn and Angell 2000). Some companies have tried to overcome these issues by launching greenbashing ads. Greenbashing is a new type of provocative environmental ad based on sarcasm (Monnot and Reniou 2013). Eco-sarcasm ads are a trend in environmental ads, extensively used in recent years, especially by the industrial sector. These ads differ from other traditional environmental messages by their irony and a proactive attempt to criticize the “greens.” While several papers have been published on green advertising in academic journals (Leonidou and Leonidou 2011; Richards 2013), far less has been written about provocative environmental ads. Academic attention to provocative ads dates back to the 1980s, but interest in these ads grew exponentially after 1995. Research has gradually drawn a clearer definition of such forms of publicity and has explored specific concepts such as sexuality in ads (Jacobson and Mazur 1995), social taboos (Sabri et al. 2010), and violence (Bushman and Bonacci 2002). Authors have also investigated the negative effects of some provocative ads on consumer behavior and brand image (Manceau and Tissier-Desbordes 1999). However, provocative environmental communications such as greenbashing ads have rarely been explored. In this study, we attempt to enrich the green advertising literature by exploring the concept of greenbashing ads. In particular, we attempt to gain insights into greenbashing ad content and to analyze consumer perceptions and attitudes. The aim is to explore how these provocative ads are perceived by consumers and to determine their impact on both consumer attitudes and the firm’s image. Our study also has a managerial objective as it puts forward recommendations to improve the efficiency of green communication and to counter consumer skepticism toward environmental advertising. Our paper is organized as follows: First, we explore the literature on signaling theory, mobilize studies on green advertising, and consider the notion of greenbashing as a provocative form of environmental ad. Second, we describe the methodology used in our study. Third, we summarize and discuss the results obtained. Finally, we develop the managerial implications and note some limitations and potential avenues for further research.

The Conceptual Framework Green Advertising Brands seek to send signals of compliance to their consumers in order to construct, maintain, or strengthen their reputation (Suchman 1995). Thus, many companies invest considerable sums in activities that help to preserve the environment (Peattie and Crane 2005). Environmental advertising is considered as a signal that a brand’s behavior is socially acceptable and appropriate, which should in turn help to improve the organization’s reputation (Philippe and Durand 2009). In marketing literature,

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signals are defined as a “marketing activity which provides information beyond the activity itself and which reveals insights into the unobservable” (Herbig 1996, p. 35). In fact, the organization’s environmental performance is difficult to observe directly. Stakeholders can try to assess the quality of a firm’s environmental management through its “green” communication. Findings from prior research suggest that if signals are consistent with expectations and are perceived positively by the receivers, they will improve the firm’s reputation (Heil and Robertson 1991; Philippe and Durand 2009), while, in contrast, negative reactions toward signals can damage the brand’s reputation (Philippe and Durand 2009). Heil and Robertson (1991) argue that signal interpretation and consumer reactions are determined by the signal’s characteristics, in other words, the clarity and consistency sent out by the firms. Authors that addressed environmental or “green” advertising have primarily sought to identify the role of consumers’ psychographic characteristics to explain attitudes and pro-environmental behavior (Shrum et al. 1995; Diamantopoulos et al. 2003). They have established a green consumer profile in terms of price consciousness (Shrum et al. 1995), interest in eco-friendly products, and brand loyalty (Shrum et al. 1995). In addition, the literature shows that the green consumer is generally a careful shopper who seeks information about products (Shrum et al. 1995), is a relatively skeptical person with regard to advertising, and tends to be far less trusting (Shrum et al. 1995). Other authors have examined the influence of the content of green ads on consumer behavior with respect to the product and the brand. In addition, the product’s country of origin also has an impact on the strength of the green message. Another large stream of research has investigated the credibility of environmental ads (Obermiller and Spangenberg 1998; Winn and Angell 2000; Peattie and Crane 2005; Do Paço and Reis 2012). In effect, the main criticisms evoked by researchers are the ads’ lack of credibility and a certain confusion regarding the environmental claims made (Obermiller and Spangenberg 1998; Chang 2011), leading to skepticism on the part of the consumer. The literature (Obermiller et al. 2005) confirms that skepticism toward green advertising has a negative impact on message effectiveness and consumer’s attitudes. Thus, some companies changed their communication strategies and started to use greenbashing techniques in order to circumnavigate consumer skepticism (Monnot and Reniou 2013). Greenbashing ads are a form of green marketing communication used to persuade an audience to buy a product or a service. They have been used extensively in many countries in recent years, especially by the industrial sector. Honda, Volkswagen, Goodyear, Maxwell, and many other companies have used this form of advertising that gave journalists a jolt and stirred up controversy among bloggers and social media members. Greenbashing ads are considered as a mixture of sarcasm and provocative appeal. Provocation is defined by Vezina and Paul (1997) as a “deliberate appeal, within the content of an ad, to stimuli that are expected to shock at least a portion of the audience, both because they are associated with values, norms or taboos that are not challenged in advertising, and because of their distinctiveness and ambiguity.” From this definition, we may note that provocation is based on three criteria: difference or originality, the ambiguity of the advertising message, and transgression of norms via taboos. While ancient taboo topics like sexuality or

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violence were not used in greenbashing ads, the latter were original and different from other green ads in that they poked fun at environmentalists (Monnot and Reniou 2013). Moreover, they startled not only consumers in general but also a percentage of the company’s target. An advert which publicizes a product’s environmental benefits and mocks environmentalists at the same time surprises consumers. In addition, as consumers become more aware of ecological issues and environmental associations are more active than ever (Szarka 2013), the eco-sarcasm of these ads made them extremely provocative. All of these factors led to a great deal of discussion on social media websites and in blogs of professionals in the field of advertising. However, very little research has been done on this kind of advert.

Conceptual Model and Research Hypothesis In order to clarify the concept of greenbashing ads and to identify its impact on consumers’ attitudes, we conducted 23 semi-structured interviews with experts in the field of advertising. The experts interviewed were corporate communications managers, marketing and communications consultants, and directors of advertising agencies. We contacted communications managers from companies that had already used greenbashing advertisements since interviewing these managers would help us to better understand the impact of these ads on a company. However, all of them declined our request. The interviews were conducted by telephone and recorded. The average interview duration was 35 min. The interviews were followed by (1) the interview transcription, (2) codification using NVivo, and (3) the presentation of the data. For the coding, we established a pre-set thematic analysis grid (Miles and Huberman 1994). We also used netnography to explore how consumers perceive greenbashing based on comments made about these ads in the social media from posts on various blogs and websites. Netnography enables researchers to observe the interactions between individuals online. It is a good method to identify attitudes and the deeply felt held personal opinions, especially as consumers use the Internet extensively nowadays to share their views. The first stage of netnography is to make an “entry” (Kozinets 2010). First of all, we identified virtual communities on the web that correlated with our research questions. The following step was to filter the pages and the most relevant blogs in line with the research problem. We selected communities that had a flow of information, included active members, and presented the richest data in accordance with our research question. We then copied and pasted all of these messages into a Word file. This gave us a document with 150 messages. Finally, we coded the messages using NVivo so as to generate and organize the coding. We then established a pre-set thematic analysis grid (Miles and Huberman 1994). The themes are related to the impact of greenbashing ads on consumer behavior and the perceptions of these ads. We adopted the posture of Langer and Beckman (2005) who recommend that the researcher does not come into contact with the members of the community. The netnographic study was conducted between January and June 2014.

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The existing literature shows that provocative advertisements have a negative impact on the consumers’ attitudes toward the advertising and the product (Manceau and Tissier-Desbordes 1999; Reichert et al. 2001). According to the experts, greenbashing ads present some limitations. In effect, they are perceived as irresponsible, and for a number of reasons. First of all, because they poke fun at ecologists: “the ads make fun of the environmentalists and it’s not very responsible to criticize a large community” (Christophe Bultel, director of RC2C agency). “It’s not a responsible ad because we shouldn’t make fun of a portion of the population, like religious groups, politicians, and environmentalists” (Gildas Bonnel, director of Sidièse agency). Second, because they do not promote ecologically and socially responsible behavior, “there’s a real risk of sending a signal to citizens to curb the efforts made to solve environmental problems, so they risk depreciating the value of the efforts undertaken in ecology” (Gildas Bonnel, director of Sidièse agency). Greenbashing ads are also perceived as anti-ecological practice, and for some consumers, it is a dangerous and unacceptable trend and should be prohibited by law. In a comment on social media, Anthony asserted that “an anti-ecology trend has begun to democratize via advertising and the Internet, social networks, etc. For me, it’s a practice that’s virtually criminal! This kind of idea and movement should be reprimanded by law in the same way as racism!” Online users also criticized the promoted products in the greeenbashing ads. Consequently, we postulate the following two hypotheses: H1: Provocation in environmental advertising has a negative impact on the consumer’s attitude toward the product. H2: The provocation in environmental advertising has a negative impact on the consumer’s attitude toward the advertisement. The literature indicates that environmental provocative advertisements have a negative impact on the credibility of the advertisers (Laadhar and Romdhane 2013). Also, consumers on the Internet from both European and Anglo-Saxon countries were highly critical, showing real discontent and rejection of the greenbashing ads. Criticisms addressed the credibility of the advertising content. The word “hypocrisy” was widely used in virtual community messages, pointing to the inconsistencies in such ads. From the consumer’s point of view, an advert making fun of ecologists and trying to persuade the consumer of a product’s environmental benefit at the same time is simply not credible. Michael commented: “What hypocrisy on the part of Volkswagen; it defends fossil energy by ridiculing ecology (under the guise of humor) and on the other, it boasts about rejecting low CO2 emissions, thereby even admitting to the pollution that it creates! To in turn ridicule, the environmental problem is appalling.” Consumers were critical of other aspects of greenbashing ads, especially regarding the humor based on sarcasm which is considered as unacceptable, mismanaging whimsy by creating an advert that negatively affects the consumers’ emotions. Thus, provocative humor has a negative impact on the receiver’s affective attitude, making them more skeptical about the brand. The following hypothesis is, therefore, formulated:

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H3: The provocation in environmental advertising has a negative impact on the perceived credibility of the advertiser. Consequently, the negative perception toward greenbashing may lead consumers to reject the products promoted in these ads: “Thanks for this ad; this is another reason not to buy Volkswagen” (Simon). These ads also seem to impact negatively on the brand’s image and reputation: “the disadvantage of these ads is that customers could believe that it’s a ‘greenbashing’ company that is not concerned with ecology” (Ricky Dackouny, director of an advertising agency, Tarte aux poires agency). The literature (Manceau and Tissier-Desbordes 1999) confirms that the provocation in advertising has a negative impact on the perceived image of the company. For these reasons, the experts think that greenbashing will be used less often in the coming years: “I don’t think companies will use these ads in the future because environmental issues have become very important for consumers” (Thomas Albisser, director of Hop-Cube agency). Consequently, we formulate the following hypothesis: H4: Provocation in environmental advertising has a negative impact on the green perceived image of the company. Previous research (Diamantopoulos et al. 2003; Bereni 2004) indicate that age is an important variable to consider in research on environmental advertising because young and old consumers may have different perceptions and attitudes regarding environmental protection and actions to undertake natural resources. To test the moderating effect of the age, we suggest the following hypotheses: H5: Age has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward the brand. H6: Age has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward the advertisement. H7: Age has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward perceived credibility of the advertiser. H8: Age has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward the green brand perceived image. Several researches have focused on the gender of consumers as a moderator of the effect of advertisements (Meyers-Levy and Maheswaran 1991). For Bereni (2004), women are more concerned about ecological issues and more receptive to environmental consumption than men. Sheehan and Atkinson (2012) have shown that women’s and men’s attitudes toward environmental advertising are different. Indeed, women perceive environmental advertising in a more positive way than men. To test the moderating effect of the gender, we suggest the following hypotheses: H9: Gender has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward the brand. H10: Gender has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward the advertisement.

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H11: Gender has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward perceived credibility of the advertiser. H12: Gender has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward the green brand perceived image. The results of other research point out that the less concerned consumers of the environment turn out to be those that are generally the least dubious of environmental advertising messages (Mars and Menvieille 2011; Do Paço and Reis 2012). To test the moderating effect of the environmental concern, we suggest the following hypotheses: H13: The environmental concern has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward the brand. H14: The environmental concern has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward the advertisement. H15: The environmental concern has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward perceived credibility of the advertiser. H16: The environmental concern has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward the green brand perceived image. The source credibility models developed by Hovland and Weiss (1951) demonstrated that the effectiveness of an advertising message depends on the source. According to the literature (Delmas and Burbano 2011), individuals perceive in a more positive way the environmental advertisements issued by nongovernment organizations than those issued by companies. The environmental advertisements of nongovernment organizations mobilize an emotional discourse aimed at changing the ecological behavior of the consumer and educating citizens about ecological issues (Ladwein 1999). To test the moderating effect of the source of the advertising, we suggest the following hypotheses: H17: The source of advertising has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward the brand. H18: The source of advertising has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward the advertisement. H19: The source of advertising has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward perceived credibility of the advertiser. H20: The source of advertising has a moderating effect on the relationship between the elements of advertising and the consumer’s attitudes toward the green brand perceived image.

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Method and Results We conducted an experiment to gain understanding on what are the consumers’ attitudes and perceptions toward greenbashing ads. This survey is conducted with people who are living in Strasbourg, France. A sample size of this survey was conducted among 320 inhabitants selected randomly. The sample comprises university students, employees, business executives, managers, retired, and unemployed. The questionnaire was designed to include several scales all well established in the literature, to enable information to be gathered about attitudes toward the advertising, attitudes toward the product, perceived credibility, and green perceived credibility. The data were statistically analyzed and interpreted using the statistical software SPSS, version 20.0. Descriptive analysis, variance analysis, and correlation analysis were used. This experience includes 1 × 4 × 2 = 8 experimental conditions. The independent variable advertising discourse is manipulated by four modalities, while the source of advertising is manipulated by two modalities (commercial organization vs. noncommercial organization). The experimental design chosen in this study is between-subject. The subjects are assigned to a single experimental condition. Each group of the subject is exposed to an advertisement. After a brief introduction, individuals participating in the study will be exposed to an advertisement. This exhibition is followed by an assessment of attitudes toward the advertisement and the brand, the perceived credibility, and the perceived green image. Then, the subjects are brought to respond to a series of general questions on the level of environmental concern. Finally, we ask questions about the characteristics of the subject: age, sex, level of education, and profession. Between-group comparisons for each of the dependent variables were analyzed using independent t-tests. No significant differences were observed between conditions on any of the dependent variables (ps  >  0.05). The results outlined in the descriptive statistics show that the provocation had a negative impact on the individuals’ attitudes toward the advertisement and on the ecological perceived image of the company. Therefore, H2 and H4 are confirmed. The results also point to the rejection of the first hypothesis formulated. In effect, the subjects had positive attitudes toward the promoted product. The provocation in environmental advertising had a negative impact on the perceived credibility of the advertiser. Therefore, H3 is confirmed. One-way ANOVA tests were also used to observe whether individuals from different age groups were significantly different in their attitudes and perceptions toward the advertisement and the product. Based on the results of these tests, age did not have an influence on attitudes and perceptions. Older and young individuals seem to have same reactions. Thus, H5, H6, H7, and H8 are all rejected. Characteristics of groups are usually compared according to their means. Analysis of variance (ANOVA) is a procedure for simultaneously comparing and detecting evidence of any difference among means of several groups. In this study, it was judged that analysis of variance (ANOVA) was the appropriate analytical technique to examine the effect of the respondents’ characteristics (age, group, and sex) on their attitudes and perceptions. The results from the one-way ANOVA tests indicated that there are no significant differences between men and women regarding their attitudes and their perceptions toward the advertisement and the product. Thus, H9, H10, H11, and H12

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are all rejected. The Pearson correlation coefficient was used to measure the strength of association and relation between the variables and reflects its direction and hence the possibility that one variable can be predicted if the other is known (FrankfortNachmias and Nachmias 2000). Thus, Pearson correlation is used in this study to find the relationship between the environmental concern and the dependent variables. The results show that the environmental concern does not have an impact on consumer attitudes and perceptions toward the advertisement and the product. Thus, H13, H14, H15, and H16 are all rejected. In order to determine whether message source moderated the strength of the relationship between the advertisement content (provocation) and the dependent variables, we needed to test whether the attitudes and perceptions toward the advertisements (advertisements by the noncommercial organization and advertisements by the commercial organization) are different. It was necessary to compare their respective mean score. Plus, we decided to limit our analysis on subjects visualizing provocative advertisements in order to test the impact of the message source on the relation between provocation and individuals’ attitudes and perceptions. The results indicate that the effect of provocation in advertising message on subjects’ attitudes toward the advertisement and the product was not moderated by message source. The provocative message had a negative impact on individuals’ attitudes toward the advertisement whether this message has been sent by an NGO or a company. The subjects had positive attitudes toward the promoted product in both cases, advertisements by an NGO or by a company. The message source has, in contrast, moderated the relation between the provocative message and individuals’ perceptions. The provocative message sent by an NGO is perceived more credible and with a better ecological perception than the one sent by a company. Thus, H17, H18, H19, and H20 are all accepted.

Discussion Several interesting findings emerge from our study which aims to enrich the literature on green advertising. Provocation in green advertising is a recent phenomenon, and so little is known about the perceptions and impact of this type of ad. From a theoretical perspective, our study also contributes to the literature on signaling theory by examining greenbashing as a signal of a brand’s environmental commitment (Philippe and Durand 2009). Authors have used signaling theory in prior research on advertising, but the sarcastic content of ads was rarely explored. This study offers a wider view of signals and a better understanding of the use of provocative, sarcastic content in advertisements to signal sustainable development practices. We specifically look at the impact of these signals on receivers’ intentions and behavior. Our findings indicate that greenbashing can have a negative effect on a firm’s image and reputation. Actually, these ads do not coincide with the perceptions of consumers and did not guarantee a green image for the brand. This supports the previous studies (Kirchler and de Rosa 1998; Manceau and Tissier-Desbordes 1999), which show that provocative ads had a negative impact on brand image. The experiment examined whether the individuals prefer the classic environmental ads on

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greenbashing ads. The results support this prediction. Consistent with the literature, consumers tend to like the informative environmental advertisements that help them to determine differences in products and to make a better decision. In fact, consumers want to be informed in order to make product decisions, and they expect green advertising to be specific, informative, and detailed. Furthermore, the findings demonstrated that greenbashing advertisements have a negative impact on the perceived credibility and the green image of the advertiser. This supports the previous conclusions (Laadhar and Romdhane 2013), which underline that provocations adversely affect the consumer cognitive responses and subsequently the perceived credibility by consumers. Perhaps, the weak perceived credibility of green advertisement could have been among the potential barriers to translate good intentions into green purchasing actions. The experiment investigated whether the provocation in environmental advertising has a negative impact on consumers’ attitudes toward the product. Contrary to the prediction, there was no negative effect of provocation on an individual’s attitudes toward the product. According to the literature (Peattie 2001; Pickett-Baker and Ozaki 2008; Davis 1993), consumers are more favorable to innovative green products and are willing to purchase them. Despite the provocation in discourse, participants were very interested in the ecological tires presented in ads. The ecological tires are an ideal example of innovative products that contribute to a meaningful improvement of the environment. So the provocative environmental advertisements did not prevent the consumers to like the product. Finally, the results revealed a significant main effect of the message source on the perceived credibility and the ecological perceived image. The results of this experiment confirm that nonprofit organizations have a better ecological image and were viewed as more credible than commercial sponsors (Banerjee et al. 1995; Delmas and Burbano 2011). It was reported in the literature (Leonidou et al. 2014) that the least credible source of information regarding its ecological impact was an advertisement placed by the company itself. In effect, green advertisement sponsored by companies is typically more shallow than those sponsored by nonprofit organizations; the latter tended to be moderate to deeply address environmental issues in much greater detail (Banerje et al. 1995).

Conclusion The overarching aim of this research was to identify the impact of provocative environmental ads on consumers’ attitudes and perceptions. As described in the literature and our exploratory study, it was predicted that provocation has negative effects on consumer behavior and brand image. An experiment provides empirical support for this prediction. The experiment provided evidence that consumers prefer classic environmental ads on greenbashing ads. A clearly important finding from the study is that, on the whole, consumers tend to reject greenbashing ads. Decisionmakers need to step back and take a fresh look at green advertising which, when applied honestly and is based on the realities of the firm’s environmental commitment, will have a greater impact on the customer, the company, and the society. Advertisers who wish to convey a message about their environmental commitment

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and include humor also need to pay attention to any “eco-sarcasm” featured in such ads, as we noted that this is generally rejected by consumers. Marketers and decision-makers should continue to address the growing environmental concerns, and humor should not be provocative or mocking in this respect.

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Mars, M. C., & Menvieille, L. (2011). L’influence du contenu du message publicitaire et des caractéristiques motivationnelles sur les réponses du consommateur aux publicités vertes. In Actes International Marketing Trends Conference. Manceau, D., & Tissier-Desbordes, É. (1999). La perception des tabous dans la publicité: l’impact des variables socio-démographiques. Décisions Marketing, 16, 17–23. Meyers-Levy, J., & Maheswaran, D. (1991). Exploring differences in males’ and females’ processing strategies. Journal of consumer research, 18(1), 63–70. Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. Thousand Oaks: Sage. Monnot, E., & Reniou, F. (2013). «Ras le bol d’entendre parler d’écologie!»: comprendre la contestation des discours écologiques par les consommateurs. Décisions Marketing, 71, 93–109. Obermiller, C., Spangenberg, E., & Maclachlan, D. L. (2005). Ad skepticism the consequences of disbelief. Journal of Advertising, 34, 7–17. Obermiller, C., & Spangenberg, E. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology, 7(2), 159–186. Peattie, K. (2001). Golden goose or wild goose? The hunt for the green consumer. Business Strategy and the Environment, 10(4), 187–199. Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, 8(4), 357–370. Pickett-Baker, J., & Ozaki, R. (2008). Pro-environmental products: marketing influence on consumer purchase decision. Journal of consumer marketing, 25(5), 281–293. Philippe, D., & Durand, R. (2009). Communication environnementale et réputation de l’organisation. Revue Française de Gestion, 4, 45–63. Pranee, C. (2010). Marketing ethical implication & social responsibility. The International Journal of Organizational Innovation, 2(3), 6–20. Prakash, A. (2002). Green marketing, public policy and managerial strategies. Business strategy and the environment, 11(5), 285–297. Reichert, T., Heckler, S. E., & Jackson, S. (2001). The effects of sexual social marketing appeals on cognitive processing and persuasion. Journal of advertising, 30(1), 13–27. Richards, L. (2013). Examining green advertising and its impact on consumer skepticism and purchasing patterns. Elon Journal of Undergraduate Research in Communications, 4(2), 78–91. Sabri, O., Manceau, D., & Pras, B. (2010). Le tabou, un concept peu exploré en marketing. Recherche et Applications en Marketing, 25(1), 59–86. Sheehan, K., & Atkinson, L. (2012). Special issue on green advertising: Revisiting green advertising and the reluctant consumer. Shrum, L. J., McCarty, J. A., & Lowrey, T. M. (1995). Buyer characteristics of the green consumer and their implications for advertising strategy. Journal of Advertising, 24(2), 71–82. Suchman, M. C. (1995). Managing legitimacy: Strategic and institutional approaches. Academy of Management Review, 20(3), 571–610. Szarka, J. (2013). From climate advocacy to public engagement: An exploration of the roles of environmental non-governmental organisations. Climate, 1(1), 12–27. Vezina, R., & Paul, O. (1997). Provocation in advertising: A conceptualization and an empirical assessment. International Journal of Research in Marketing, 14(2), 177–192. Winn, M., & Angell, L. C. (2000). Towards a process model of corporate greening. Organization Studies, 21(6), 1119–1147.

Blink: Advertising in a Multi-Media Environment: An Abstract Federica Furlan, Douglas West, Prokriti Mukherji, and Agnes Nairn

Abstract  The exponential growth in digital media has led audiences to shift their attention to a variety of media and information sources, i.e. consumers increasingly engage in a multiscreen experience, and media multi-tasking has started to represent the norm (Bardhi et al. 2010; Holmes et al. 2005). Media multi-tasking is defined as “the consumption of two or more commercial media vehicles or content” (Bardhi et  al. 2010), either sequentially (monochronic) or simultaneously (polychronic). Multi-tasking is a common trait among consumers where an individuals’ time allocation may be distributed along a continuum between monochronicism and polychronicism (Bluedorn et al. 1992). The extant literature suggests certain negative impacts of media multi-tasking; however there is limited research on how individuals experience media multi-tasking and its effect on advertising effectiveness. We propose to explore (a) attention fragmentation and extent of attention switching (visual attention) and (b) whether media multi-tasking impairs information processing, comprehension, and retention. Further, inclusion of factors (message length, type of appeal, audience, and features of the medium) that may affect the relationship between media multi-tasking and the dependent variables enriches the study. When media are experienced simultaneously, the foreground medium dominates over the background in the audience’s attention. Furthermore, media multi-taskers have been found to frequently shift their attention from one medium to another, constantly switching between the two (Pilotta and Shulz 2005), suggesting attention fragmentation and reorientation (Nightingale 2004; Brasel and Gips 2011).

F. Furlan The Boston Consulting Group, Milan, Italy e-mail: [email protected] D. West (*) · P. Mukherji King’s College London, London, UK e-mail: [email protected]; [email protected] A. Nairn University of Bristol, Bristol, UK e-mail: [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_2

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Moreover, media multi-tasking may impair information processing due to the ­division of cognitive resources (Pool et al. 2003; Mortenson and Ellis 2013). Yet, these negative effects of media multi-tasking may be mitigated by various coping strategies (Bardhi et al. 2010; Alzahabi and Becker 2013). This study uses an experimental mixed factorial, between subjects, 3 (media multi-tasking condition) × 2 (product category involvement level) design. Participants viewed a 14-minute video with two advertisements on a laptop and then completed various tasks as per the manipulations. Time spent in fixation, average gaze length, extent of switching, and self-assessed visual attention are used as measures. Product, brand, communication message recall (aided and unaided), as well as product and brand recognition are used as the measures of learning. The results demonstrate that individuals engaging in media multi-tasking show lower visual attention levels than non-media multi-taskers. The effects of media multi-tasking on learning were contingent on “relevant” vs. “irrelevant” condition as was the role of product involvement and context appreciation. Our research underlines the need for media planners to design multiplatform campaigns integrating a variety of touchpoints. References Available Upon Request

Sensory Imagery in the Context of Beverage Advertising: How the Senses Affect Product Design and Attitude: An Abstract Klaus-Peter Wiedmann, Janina Haase, and Jannick Bettels

Abstract  Research in sensory marketing provides evidence for the great potential of sensory imagery to create sensory consumer experiences. Especially in the context of food and beverage advertising, the targeted appeal of the senses through sensory imagery seems to be promising. However, there are still some research gaps relating to the concrete effect sizes of sensory appeals and possible mediators such as product design. This paper aims at closing these gaps by focusing on two different research issues. First, it investigates the effects of sensory imagery on marketing-­ related key performance indicators (i.e., sensory perception, product design, and attitude) by using analysis of variance. Further, the paper examines underlying causal relationships between these potential market success factors by applying PLS-SEM.  The findings support the usefulness of sensory imagery in advertisements, as it appears to be a valuable approach to address specific senses and to have a positive impact on consumer perception. Moreover, the results reveal a causal chain of several direct and indirect effects between relevant performance indicators. Implications for marketing managers can be derived from this research on how to design powerful advertisements and effectively appeal to all five human senses by relying on sensory imagery. References Available Upon Request

K.-P. Wiedmann · J. Haase (*) · J. Bettels Leibniz University of Hannover, Hannover, Germany e-mail: [email protected]; [email protected]; [email protected]­hannover.de © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_3

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Value Expressive Advertising and Innovation Acceptance in Healthcare: An Abstract Thomas L. Powers and Seongwon Choi

Abstract  Innovation is important to the improvement of healthcare delivery (Carter and Grover 2015; Keown et al. 2014). This paper addresses how healthcare innovation acceptance may benefit from value-expressive advertising that positions the innovation in the context of a self-image of the targeted user (Carter and Grover 2015; Johar and Sirgy 1991; Keown et  al. 2014). Value-expressive advertising represents a type of advertising that aims to create an image of the user of a product or brand that is congruent with their self-image. Instead of emphasizing the functionality of a product or brand, value-expressive advertising seeks to highlight images that relate to the intended user. Value-expressive advertising creates an image of a product or brand which can be extended to a user’s self-perception. This can occur based on the product image or when an image of a typical user is included. Based on one’s self-concept, when a person finds a product or brand that has a congruent user image, the need for self-congruity is met. Self-congruity corresponds to various self-images (Aguirre-Rodriguez et  al. 2012; Johar and Sirgy 1991; Malär et al. 2011). These represent an actual self-image, an ideal selfimage, an actual social self-image, and an ideal social self-image. Positive attitudes precede individual or organizational actions in relation to innovations, thus affecting a decision to adhere or adopt innovations (Cabana et al. 1999; Wisdom et al. 2014). The model that is developed in this paper is based on two major relationships seen in the literature. First, value-expressive advertising that successfully reflects a person’s self-concept is positively associated with self-congruity (Aguirre-Rodriguez et al. 2012; Johar and Sirgy 1991; Gonzalez-Jimenez 2017; Sirgy 1985). Second, when the need for self-congruity is met, it is positively related to individual’s attitudes towards the tangible as well as intangible properties of the product or brand (Kressmann et al. 2006; Quester et al. 2000). Adopting

T. L. Powers (*) · S. Choi University of Alabama at Birmingham, Birmingham, AL, USA e-mail: [email protected]; [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_4

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the conceptualization of Johar and Sirgy (1991), the proposed model addresses how four self-image dimensions are associated with four self-congruity dimensions leading to a positive attitude towards an innovation in healthcare. Future research is needed to examine the relationship between the value-expressive appeal of healthcare innovation, related clinician self-­congruity, and attitudes towards the innovation. References Available Upon Request

Exploring the Reciprocal Relationship between Brand Identity and Brand Image in a Context of Co-Creation: An Abstract Catherine da Silveira and Cláudia Simões

Abstract  From a conventional theoretical perspective, brand identity (BI) and brand image (BIm) are two distinct notions: BI originates from its internal stakeholders (e.g., managers) and is defined as a stable and enduring concept, while BIm focuses on how the brand is perceived by its external stakeholders (e.g., consumers). Arguing that the development of the co-creation paradigm in branding demands a recasting of brand management, this paper revisits the conventional theoretical notions of BI and BIm and their reciprocal relationship. In this research, we take a restricted view of co-creation by assuming that co-­ creation in branding can only occur under specific conditions supported by previous research: (1) evidence of direct interactions between brand managers and staff and consumers; (2) brand managers should ensure access to information to consumers; (3) consumer active participation in the process of brand management; (4) the co-­ created brand must be perceived by consumers and managers as affecting their identity and personal life, which implies a collective acceptation by both parts of the risks intrinsic to the brand. Under such context, we propose consumers as internal brand stakeholders. Drawing on a seminal theory on identity in sociology, we present preliminary insights from a longitudinal case study investigating the brand management of a leading brand in the postgraduate higher education sector selected in accordance with the foundational prerequisites of brand co-creation exposed above and from the perspectives of both managers and consumers. The research covered a period of 4 years and included among multiple sources of evidence, 67 in-depth semi-­structured interviews with 42 informants, mostly internal brand stakeholders—i.e., managers (e.g., managers, faculty, and staff) and consumers (e.g., students and alumni). C. da Silveira (*) Nova School of Business & Economics, Lisbon, Portugal e-mail: [email protected] C. Simões University of Minho, Braga, Portugal e-mail: [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_5

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Findings suggest that BI management develops as a corrective process that entails managers’ and consumers’ co-engagement in addressing brand issues. A brand issue for consumers becomes an issue for managers, and brand issues are addressed by both parts in order to project a favorable image of the brand to outsiders. Managers and consumers co-engage in BI management because they are concerned with how outsiders will perceive the brand and by implication themselves, as internal brand stakeholders. This leads to the conclusion that, within a context of co-creation, BI and BIm are reciprocally and recursively connected. References Available Upon Request

Co-Creation and Media Business: The Value Creation in a Brand Licensing Case: An Abstract Flávio Régio Brambilla and Ana Flávia Hantt

Abstract  Since the massification of the Internet and digital platforms, printed media outlets around the world began to register what Anderson, Bell, and Shirky (2013) call postindustrial journalism. This work proposes to verify how the creation of value of potential advertisers occurs in a situation of brand licensing with a printed media outlet, considering the service-dominant logic (SDL) (Vargo and Lusch 2004). Formed by 11 foundational premises (FPs) and 5 axioms (Vargo and Lusch 2016), the service-dominant logic (SD logic) focuses on the marketing centered on service (as process). It implies interaction and unity among the beneficiaries. It also suggests a focus on working together to create mutual value. Stakeholders are seen as generic actors (Vargo and Lusch 2011) and are connected in actor-toactor (A2A) networks, which evolve to a service ecosystem concept. For the SD logic, the value co-creation is based on the participation of all actors, which integrate resources, and enabled and constrained by institutions (as rules), perceiving the value on context in use (Vargo et al. 2008; Chandler and Vargo 2011). As its central goal, this paper aims to investigate how the creation of value by potential advertisers of printed media outlets in a brand licensing case occurs from a servicedominant logic. For this, we chose a qualitative-exploratory research, with the application of a case study (Yin 2015) for an empirical analysis. Three interviews were carried out with managers from printed media outlet and from a partner company, directly involved in the project. Weekly published by the newspaper Zero Hora—one of the five most popular quality papers in Brazil—Donna Magazine, a publication aimed at the female audience, has suffered a significant restructuring since 2012, when it was transformed in business nucleus. From there, it started working with side business, among them, brand licensing product lines. “Donna by Charlie Brownie,” a project that consisted of selling brownie kits during Easter and Mother’s Day in 2016, was one of them. Created in 2014, based in Porto Alegre, a metropolis located in the South of Brazil, the brownie store Charlie Brownie has had a partnership with Donna Magazine since it was founded, especially in the F. R. Brambilla (*) · A. F. Hantt Universidade de Santa Cruz do Sul (UNISC), Santa Cruz do Sul, Brazil e-mail: [email protected]; [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_6

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participation of events. In February 2016, about 2 months before Easter, the business nucleus talked to the candy store to propose the creation of a line with brand licensing. The proposal was accepted, and both companies worked together to develop a kit with three different models of presentable packaging, which were composed of pieces of brownie and a small decorative frame. In summary, the business model of licensed products adopted by Donna Magazine consists of dividing the profits of the products sold with the partner company. Charlie Brownie was responsible for the development of the product (work is done internally and with a partner design company) and for the commercialization of the kits, while Donna participated with the dissemination of the line through its printed and digital platforms. References Available Upon Request

Special Session: Nonprofit and Nongovernmental Organization (NPO and NGO) Marketing: Examination of Multicultural Perspectives: An Abstract Theresa A. Kirchner, John B. Ford, Jörg Lindenmeier, Ben Lowe, Bob McDonald, and Gillian Sullivan Mort Abstract  This special session presents a variety of research analyses related to the broad, multicultural scope of not-for-profit and nongovernmental organizations (NPOs and NGOs), which includes the arts/culture/heritage, charities/philanthropy, economic development, education, health, religion, social, sport, and sustainability sectors. The session also features interactive discussion of the multicultural relevance and implications of the session research topics for nonprofit and nongovernmental organizations worldwide. Multinational NPOs and NGOs are challenged with reaching and establishing relationships with markets and stakeholders on a global scale. NPO and NGO organizations which are more geographically and culturally limited benefit from leveraging innovative ideas, data analysis/management tools, scalability of models, and best practices of sector leaders around the world. This session also focuses on the difficulties of impact and measurement assessment for NPOs and NGOs, which are rooted in the inherent differences in the national/cultural, financial/operational structures, missions,

T. A. Kirchner (*) · J. B. Ford Old Dominion University, Norfolk, VA, USA e-mail: [email protected]; [email protected] J. Lindenmeier Freiburg University, Freiburg, Germany e-mail: [email protected] B. Lowe University of Kent, Canterbury, UK e-mail: [email protected] B. McDonald Texas Tech University, Lubbock, TX, USA e-mail: [email protected] G. S. Mort La Trobe University, Melbourne, Australia e-mail: [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_7

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and organizational cultures of these organizations. It examines opportunities for NPOs and NGOs to adapt applications of traditional marketing theory/practices to achieve synergistic change and growth. Research presentations which form the basis of this special session focus on the topics of: • Cross-cultural examination of arts sector governmental policies and development of standardized economic analyses • Co-production and social service providers’ performance: Parental satisfaction with childcare markets • Understanding consumers in the bottom of the pyramid and subsistence markets • Advancing mission-based metrics Panelists discuss the broader questions of what nonprofit research on these topics may contribute to for-profit marketing and management (which is the reverse of the common question of what for-profit marketing has to contribute to nonprofit research and practice.) Significant research has been conducted in the not-for-profit arena which also has applicability and value for for-profit research/practice, including studies exploring coopetition, coproduction, performance measurement, social value creation, and stakeholder orientation.

Cross-Cultural Examination of Arts Sector Governmental Policies and Development of Standardized Economic Analyses: An Abstract Theresa A. Kirchner and John B. Ford

Abstract  This special session presentation is designed to explore and discuss cross-cultural arts/culture sector governmental policies, development of comparable statistics, and economic analysis. Baumol and Bowen’s (1966) analysis of the performing arts was the first in-depth exploration of the sector from a cultural economics standpoint, and it made a powerful case for the economic necessity and rationale for public support (economic welfare) of the arts. Governments around the world, at national/regional/local levels, play important roles in supporting arts organizations, both directly (via financial public support subsidies) and indirectly (via tax legislation and incentives). However, those same governmental entities can hinder the creative industries with political and bureaucratic decisions, constraints, and requirements (Frey 2003). For example, European artistic institutions have typically been managed with public administration/influence and heavy government budget subsidies, while US arts organizations tend to be independent, albeit with less government support and the accompanying risk of failure. It is interesting that, over the last decade, country models around the world (particularly of European and English-speaking nations) have continued to shift closer to the US model in terms of government policies/support (e.g., incentivizing the rise of foundation funding and tax incentives to increase private and corporate support). This movement in the direction of greater international commonality of government policies and support is expected to continue. The effort of collecting statistical information on cultural activities, demographics, and financial/economic data remains an “apples-and-oranges” proposition from a cross-country analysis and reporting perspective. Standardized structures for data collection, common methodologies, and robust empirical cross-sectional and time series analyses are needed for accurate comprehensive assessment on a global scale. Recognizing the importance of developing comparable statistics for the creative industries, including the arts, UNESCO, and other institutions, has developed mapping exercises and economic/statistical analysis projects to provide governments, T. A. Kirchner (*) · J. B. Ford Old Dominion University, Norfolk, VA, USA e-mail: [email protected]; [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_8

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arts and culture sector organizations, and other stakeholders with the information that they need for decision-making, policy refinement, best practices development, and strategic management/marketing. A recent example of a global economic analysis of the arts/culture sector is the Cultural Times–The First Global Map of Cultural and Creative Industries study (2017), a collaborative effort by CISAC, UNESCO, and EY. That study defines ten distinct categories of creative industries: cultural heritage, printed matter and literature, music and the performing arts, visual arts, audiovisual media, cinema and photography, radio and television, sociocultural activities, sports and games, and environment and nature. Efforts to classify and analyze governmental arts policies from a global perspective assess cross-cultural economic impacts of the arts, and standardized arts sector statistical reporting worldwide are still in their adolescence. For those interested in research involving the economics of art and the governmental structures/policies which affect the sector, publications which encourage and promulgate that work include the Journal of Cultural Economics; Cultural Policy; Empirical Studies in the Arts; Journal of Political Economy; International Journal of Arts Management; Journal of Arts Management, Law, and Society; Nonprofit and Voluntary Sector Quarterly; International Journal of Nonprofit and Voluntary Sector Marketing; and Arts and the Market. References Available Upon Request

Co-Production and Social Service Providers’ Performance: Parental Satisfaction with Childcare Markets: An Abstract Ann-Kathrin Seemann and Jörg Lindenmeier

Abstract  Authors such as Brandsen and Pestoff (2006) assume that mechanisms of co-production are able to foster customer engagement in the service delivery process and subsequently improve organizational performance. Based on this idea, this paper investigates whether mechanisms of co-production correlate with social service providers’ organizational performance. Considering a classification of Pestoff (2012), we distinguish between economic (e.g., donations or payment of membership fees), political (e.g., improvement suggestions), and social (e.g., planning of social events) co-production of service providers and their customers. The basic populations considered are German citizens who have children in day care facilities. Parents represent indirect customers of childcare providers (Smith and Friedman 1994) because their children are the direct beneficiaries. The online survey that provides the data for this study yielded a sample of 843 parents. The study uses the generated data to validate a model that includes the perceived degree of co-production as an independent variable as well as person-organization (P-O) fit and the perceived level of information supplied to the parents (e.g., about daily routines) as mediators. We consider parental satisfaction as well as corporate image and loyalty intention as indicators of social service providers’ performance. We measured these latent constructs by means of reflective scales. In addition, we conceptualized organizational image as a reflective-reflective higher-order construct. The data resulting from the online survey was analyzed with SEM methodology. SEM results show that the perceived degree of social co-production at the organizational level has significant effects on the information-supply and P-O fit perceptions. Furthermore, social co-production has no significant direct effects on the considered indicators of performance. Mediation analysis reveals indirect effects of social co-production on all performance indicators. The level of economic participation has significant direct effects on corporate image and loyalty intention but no effect on the mediators. Interestingly, the effect of economic co-production on

A.-K. Seemann · J. Lindenmeier (*) Freiburg University, Freiburg, Germany e-mail: [email protected]; [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_9

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loyalty intention is negative. Political co-production has significant positive effects on P-O fit and the level of information supplied to the parents as well as a moderate effect on parental satisfaction. The empirical analysis reveals mediation effects of both assumed mediators on the relationship between political co-production and organizational performance. A multigroup analysis reveals no distinct differences in latent constructs’ mean values and path coefficients between the subsamples of public organizations’ clients and nonprofit organizations’ clients. This study demonstrates that co-production relates to organizational performance. Political and social co-production strengthens (mitigates) emotional attachment to the organization (information asymmetry between customers and service providers), which in turn improves perceived organizational performance. These findings suggest that social service providers should consider implementing participatory mechanisms of social and political co-production. However, because of the negative effect on customer loyalty, managerial decisions with regard to economic co-production have to be made with caution. The single-source bias as well as the considered survey design, per se, might have set limits to the internal validity of the present study. Future research could thus consider experimental designs, additional observable data (e.g., cost data), and other fields of activity (e.g., nursery homes or elementary schools). References Available Upon Request

Connecting with Consumers in Subsistence Marketplaces: An Abstract Ben Lowe, Gillian Sullivan Mort, and Md Rajibul Hasan

Abstract  Research about consumers in subsistence marketplaces (Viswanathan and Sridharan 2009; Viswanathan and Rosa 2007) has grown substantially in line with interest in this market. Beyond the development literature, which has always had a focused interest in such consumers and their reactions to various development interventions, recent interest in such consumers has stemmed from the seminal work of CK Prahalad (Hart and Prahalad 2002) on the so-called bottom-of-the-­pyramid, where a role for businesses in reducing poverty has been articulated. Consumers in such marketplaces seem to face a variety of constraints which affect their behavior, and these are typically based around income, economic stability (e.g., high inflation), political factors (e.g., governance, political instability, legal systems), and infrastructural challenges (e.g., distribution channels, erratic electricity supply, unreliable transport). Such constraints lead to consumption behaviors that are likely to deviate from existing models where such constraints are less of an issue. A number of themes arise in the literature. One common theme is based around differences in urban and rural environments. For example, rural consumers seem to shop more frequently, form closer relationships with local retailers, spend less on technology, and have fewer technological capabilities. Likewise, typical demographic variables (e.g., urban versus rural environments, age, gender) also seem to influence consumption with younger consumers having a better knowledge and capability to use technology. As might be expected, income level is a key factor in explaining consumption behavior. Other individual-based factors also seem to be very important, including literacy level, which seems to affect how such individuals B. Lowe (*) University of Kent, Canterbury, UK e-mail: [email protected] G. S. Mort La Trobe University, Melbourne, Australia e-mail: [email protected] M. R. Hasan Rennes School of Business, Rennes, France e-mail: [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_10

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process information on products, packaging, and advertising. For example, low-­ literate consumers are typically seen to process information pictographically rather than textually. Similarly, low-literate consumers are more likely to be characterized by concrete information processing which suggests a focus on individual attributes rather than more abstract trade-offs between multiple attributes. Given the more typical collectivist cultures of many subsistence marketplaces, such consumers are often seen to be heavily influenced by their social context and rely on a good deal of social capital to make decisions—where possible, the assistance of friends and family, for example. Social networks act as an important learning resource that consumers can draw on when needed. These social networks manifest themselves further through local opinion leaders who can also heavily influence decision making. The literature points to some interesting reactions toward price. The typical assumption is that lower prices are better, addressing the affordability constraint. However, as in economically wealthier markets, prices are highly subjective, and individuals have been shown to react more favorably to products and services which have a small positive price compared to when the product and service is free. Although interest in the area has increased substantially, research in the area is fragmented and spans a number of disciplines. This analysis synthesizes existing knowledge about consumer behavior in subsistence marketplaces, highlights gaps, and presents a future research agenda. Implications for not-for-profits and a future research agenda will be outlined. References Available Upon Request

Advancing Mission-Based Metrics: An Abstract Bob McDonald

Abstract  Every organization measures performance, and historically, the various measures used in business are largely financial in nature. While the primacy of financial and operational metrics to the various stakeholders is appropriate for most organizational types, more is needed to measure the efficacy of nonprofit organizations as they are primarily motivated by their missions. However, measuring performance on the mission side of the double bottom line has proven to be more difficult. How do NPOs measure their success against their stated missions? Perhaps a more basic question is, how should they measure their success against stated missions? This session analysis discusses various ways in which mission-based metrics can be used for evaluating organizational performance, adopting and implementing new programs, deciding among new initiatives, recruiting employees and volunteers, and communicating with various stakeholders including boards of directors, donors, governmental agencies, constituents, legislatures, and the public at large. Current practices are addressed, as well as challenges to adopting and measuring mission-­ based performance metrics in various types of nonprofit organizations. References Available Upon Request

B. McDonald (*) Texas Tech University, Lubbock, TX, USA e-mail: [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_11

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The Effects of the Mobile Technology on Overall Tourist Experience: The Case of Augmented Reality Used During a Visit of Chambord Castle: An Abstract Patricia Coutelle, Véronique des Garets, Laurent Maubisson, and Arnaud Rivière Abstract  In France, tourism sector is very important, and competition is high between all tourism sites and cultural heritage places. The development of augmented reality technologies can represent many ways to enhance tourist experiences. It can provide an answer to the issue of increasing competition, differentiation, attractiveness, and loyalty faced by many tourism organizations (e.g., Neuhofer et al. 2012, 2014). Considering the mixed potential effects of technology on tourism experience (Mukherjee and Hoyer 2001; Neuhofer et al. 2012, 2014; Nowlis and Simonson 1996; Thompson et al. 2005), the objective of this research is to clarify the effects of mobile technology on the attractiveness of cultural heritage tourism experience. For this paper, the field of the research was the biggest castle of Loire Valley, Chambord Castle, and a specifically new technology was considered, the augmented reality. The overall visiting experience was analyzed during the on-site visit. Following many researchers interested in sophistication strategies (Mukherjee and Hoyer 2001; Thompson et al. 2005), the perceived value approach is mobilized (Holbrook 1999; Galarza and Gil 2008). So the question was: what is the effect of using an augmented reality tool on the tourist experience considering the perceptual value dimensions? Obtained from a qualitative approach (behavior observation and individual indepth interviews), results show positive and negative impacts of augmented reality technology on visiting experience. These impacts can be structured according to a spatiotemporal approach. For example, concerning the hedonic value, the use of histopad tends to transform the path visit because the visitor is in search of “QR code” to have access to the augmented reality in the rooms of the castle. And paradoxically, persons who do not use histopad will adopt a more exploratory behavior, less goaloriented. They dwell more on small details and take pictures. This research allows to better understand both the positive and negative effects of the use of this technology P. Coutelle · V. d. Garets (*) · L. Maubisson · A. Rivière University of Tours, Tours, France e-mail: [email protected]; [email protected]; [email protected]; [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_12

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on the different perceived value dimensions (excellence, efficient, epistemic, hedonic, experiential stimulation, aesthetic, social, link values). As a synthesis: • We notice that two dimensions of the experience can be underlined: the spatial dimension and the temporal dimension. Both observations and interviews revealed that the use of augmented reality tends to change spatial and time considerations about the tourism experience as well as value dimension perception. • This research confirms the ability of Holbrook’s conceptual framework to be applied to the tourism experience. From the consumer behavior perspective, the multidimensionality of the tourism experience can be viewed and analyzed through value multidimensionality. • This article underlines also positive and negative effects of value dimensions during on site visiting experience with augmented reality. The various contributions of this research must be appraised in the light of the limits of this study which represent so many new research issues. At first, a quantitative approach could be conducted to confirm and extend our results. Then, other mobile technologies’ effects could be studied during all stages of the tourism experience (pre-, during, and post-travel stage). Finally, this framework could be extended by considering other concepts (such as flow theory) or the relationships between different types of values with other constructs like satisfaction or loyalty. References Available Upon Request

Big Consumer Behavior Data and their Analytics: Some Challenges and Solutions Mihai Calciu, Jean-Louis Moulins, and Francis Salerno

Abstract  This chapter contributes to the still very reduced marketing literature that deals with big consumer behavior data using cloud analytics by summarizing some of the main extant academic researches and by introducing new applications, datasets, and technologies in order to complete the picture. Both internal “purchase history” and external Web-based customer reviews and social media data are discussed, organized, and analyzed. They cover volume and variety aspects that define big data and uncover analytic complexities that need to be dealt with. Keywords  Big data · MapReduce · Text mining · Sentiment analysis · Social mining

Introduction Nowadays it is virtually impossible to open a publication without seeing some reference to big data. Big data is not just another buzzword. Over the past few years it has emerged as the new frontier of IT-enabled innovation and brings upon disruptive changes in business, science, and society as a whole (Sanders 2016). The shock wave is so extensive that Harvard Business Review even refers to data scientist in one of its article titles as the “sexiest job of the twenty-first century” (Davenport and Patil 2012). Forrester (2011, p. 4) defines big data as “techniques and technologies that make handling data at extreme scale affordable.” Firms use these technologies M. Calciu (*) Université de Lille RIME-Lab, Lille, France e-mail: [email protected] J.-L. Moulins Aix Marseille Université Cret-Log, Marseille, France e-mail: [email protected] F. Salerno Université de Lille LEM, Lille, France e-mail: [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_13

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in order to capture flows of information and analyze massive volumes of data in real time (Xu et al. 2016). Marketing is at the forefront of this challenge. The big data revolution has been started and is best controlled by a few big information companies like Google, Amazon, Facebook, and Twitter while most companies are still struggling with the dilemma of “Data, data everywhere and not a byte to use.” There is some reason for this; big data is first defined by volume which is normally huge and needs enormous computing resources often meaning “monstrous” clusters of computers which only big IT companies can afford. The good news is that some democratization is going on. More or less “huge” computing infrastructure can be accessed through cloud technologies and big data calculations use know solutions like MapReduce and its improvements that hide complexities of massive parallel computing. While some kind of big data monopoly for a few number of information companies still exists and industry is leading marketing academia in conducting cloud analytics, as acknowledged by Xu et al. (2016), there is good hope for improvement. This chapter tries to contribute to this trend by summarizing some of the main extant academic researches and by introducing new applications, datasets, and technologies. Big data in a narrow sense can be defined by their volume (V) as data too large to be dealt with by one computer. Besides volume, BD analytics must deal with variety which means besides structured data also unstructured data like clickstreams, text, and recorded eye tracking. Such unstructured or semi-structured data cannot be categorized into regular relational databases and therefore need alternative storage approaches like NoSQL (Not Only SQL). A third aspect, velocity, indicating that data are generated, captured, and processed rapidly, extends the definition to a 3V model. This definition has been coined by Laney (2001) as “high-volume, high-­ velocity and high-variety information assets that demand cost-effective, innovative forms of information processing for enhanced insight and decision-making.” More recently, Gartner updated the definition of the 3V information assets as requiring new forms of processing to enable enhanced decision-making, insight discovery, and process optimization (Beyer and Laney 2012). The 3Vs have been extended in practice to 5V, adding data value and veracity as defining elements. Compared to traditional data practices, big data brought over unprecedented opportunities for inquiry and experimentation. Sanders (2016) enumerates three differences. The first is that it has enabled real-time digital capture of data over the Internet. This gives researchers access to data on any type of phenomenon, which is exacerbated by the ability to capture and understand the content of human dialogue. The second difference is that the nature of inquiry has changed as data can be collected for testing hypotheses that have not yet been conceived, eventually without human intervention and allowing deep machine learning. This opens the way for computers to make discoveries by creating new knowledge. The third difference is that the nature of experimentation has changed. The Internet has created the ability to conduct large-scale experiments on many phenomena.

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 ariety and Volume Challenges of Big Consumer V Behavior Data When thinking of big data in terms of data tables we mean a lot of rows and sometimes a lot of columns. Traditional transactional marketing data collection methods were limited to small inferential data which were sample based or aggregated from enterprise data capture systems that were not originally set up to capture customer-­level identification data. Tracking technologies, including Internet, and diffusion of database and customer relationship marketing approaches have substantially increased the volume and variety of individual consumer behavior data that are and can be collected. This volume and variety are best described by the datasets we use in our analysis. The first file we are using can be considered as big data as it contains 343,766,402 transactions or rows (file size 9.57G) recorded during 78  weeks from 6,326,658 customers of a retail chain. It contains essentially three columns: customer identity followed by transaction date and amount. For confidentiality reasons the source of the data cannot be disclosed. We will call this dataset the purchase history dataset. It is used to predict future customer purchase behavior based upon aggregated customer-­level variables like Recency, Frequency, and Monetary. Both the aggregation and prediction phases use cloud computing-based analytics. Another file we use is the Amazon customer reviews dataset (courtesy McAuley et al. 2015, file size 58.3G) that contains 82.68 million reviews after deduplication (142.8 million reviews originally) spanning May 1996–July 2014. The two first reviews1 separated by square brackets in json (JavaScript Object Notation) format are given in Listing 1. Listing 1: The First Two Records in the Amazon Reviews Dataset {"reviewerID": "A00000262KYZUE4J55XGL", "asin": "B003UYU16G", "reviewerName": "Steven N Elich", "helpful": [0, 0], "reviewText": "It is and does exactly what the description said it would be and would do. Couldn't be happier with it.", "overall": 5.0, "summary": "Does what it's supposed to do", "unixReviewTime": 1353456000, "reviewTime": "11 21, 2012"} {"reviewerID": "A000008615DZQRRI946FO", "asin": "B005FYPK9C", "reviewerName": "mj waldon", "helpful": [0, 0], "reviewText": "I was sketchy at first about these but once you wear them for a couple hours they break in they fit good on my board an have little wear from skating in them. They are a little heavy but won't get eaten up as bad by your grip tape like poser dc shoes.", "overall": 5.0, "summary": "great buy", "unixReviewTime": 1357603200, "reviewTime": "01 8, 2013"}  Each review consists of the following labels: (1) reviewerID: the ID of the reviewer; (2) asin: the product ID of the item being reviewed; (3) reviewerName: the name of the reviewer; (4) Helpful: the first number is the amount of people who voted the review as being helpful and the second number is the amount of people who voted on the review; (5) reviewText: the entire review in text form; (6) overall: the rating out of 5 that the reviewer gave the product; (7) summary: a shortened version of the review; (8) unixReviewTime: time of the review; (9) reviewTime: time of the review in dd/mm/yyyy. 1

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We will refer to this dataset as the web reviews dataset. It will be used to predict customer ratings from verbatim feedback. In order to complete the data usage scenarios we present data from the only two academic marketing research papers using big data cloud analytics we have found in extant literature. The first by Liu et  al. (2016) uses several unstructured Web sources of data, many of them user-generated data (UGD), from various Web platforms like Twitter,2 Google,3 Wikipedia4, IMDB5, and Huffington Post6 in order to produce a structured prediction model for TV show ratings. Big data calculations are mobilized to produce the variables of the model by using powerful text mining techniques. We refer to this paper as the text mining paper. It uses three measures to extract content information from the unstructured text data, including Tweets, IMDB reviews, and Huffington Post news. They produce three datasets that will be called in order volume, sentiment, and content dataset. For Tweets they are described below. The volume dataset records how many times a TV show is discussed. Users mentioning a show are likely to watch and their social network is likely to be influenced to watch. In the sentiment dataset Tweets are classified by polarity, here positive and negative. Four percent of the Tweets that are used are labeled manually by experts and the rest are labeled automatically using the LingPipe7 linguistic analysis package. The content dataset uses a measure that makes inferences from the full content of the Tweets using the frequency of all n-grams of tweets in all analyzed TV shows. An n-gram is a continuous sequence of n words in the text. For example the Tweet “I love Pittsburgh Steelers” contains four 1-gram, three 2-grams, two 3-grams, and one 4-gram. Collecting the Tweets 24  h before the show produced 6,894,624 selected Tweets related to the 30 TV series with their 2339 episodes. The 2339 episodes are described by the frequency of the 28,044,202 n-grams resulting from those Tweets. The second paper by Culotta and Cutler (2016) develops a fully automated method for inferring attribute-specific brand perception ratings by mining the brand’s social connections on Twitter. We refer to this paper as the “social mining” paper. It matches followers of exemplar accounts representing a perceptual attribute  Selecting relevant tweets demands the use of four identifiers: (1) name of the show (e.g., Breaking Bad);14; (2) official Twitter account of the show (e.g., @TwoHalfMen_CBS); (3) a list of hashtags associated with the show (e.g., #AskGreys); and (4) the characters’ names on the show (e.g., Sheldon Cooper) 3  Google Trends provides total search volume for a particular search item. For the TV series data, one can use the name of the show (e.g., Two and a Half Men) and character names on the show (e.g., Walden Schmidt) as the keywords. 4  Many of the Wikipedia editors are committed followers of TV and edit-related articles earlier than the show’s release date. Wikipedia edits or views may be good predictors of TV ratings. 5  Consumers also post reviews on discussion forums such as the IMDB, chosen here because it has the highest Web traffic ranking (according to Alexa) among all TV show-related sites. 6  Consumers may also be driven to watch TV series by news articles. Huffington Post is a site that offers news, blogs covering entertainment, politics, etc. It ran 26th on Alexa as of January 29, 2015. 7  http://alias-i.com/lingpipe/demos/tutorial/sentiment/read-me.html 2

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Fig. 1  Matching eco-friendly exemplars’ followers with brand followers. Source: Cullota and Cutler (2016)

with the followers of brands. GreenPeace for example is an exemplar for the eco-­ friendliness attribute of a brand. The brand-followers dataset used Twitter’s API to collect up to 500,000 followers for each brand. It consists of 239 brand lines containing their names and the IDs of their followers (30.6M followers, 14.6M unique, 314M file size). The distribution of these brands by sector is Apparel 70, Cars 37, Food and Beverages 70, and Personal Care 62. The exemplar-followers datasets collect for each of the exemplar accounts the IDs of up to 50,000 of their Twitter followers. They consist of 74 eco-friendly exemplars (2.0M followers, 1.0M unique, 25M file size), 110 luxury exemplars (4.4M followers, 2.3M unique, 46M file size), and 405 nutrition exemplars (4.7M followers, 2.7M unique, 48M file size). Figure 1 illustrates the core methodology that was used in order to match brand and exemplar followers in order to adapt a similarity function between the brand and the attribute represented by exemplars.8 The privileged measure was the Jaccard index that defines the similarity of two sets as the cardinality of their intersection divided by the cardinality of their union: J ( X ,Y ) =

X ∩Y X ∪Y

(1)

In order to keep brands with different numbers of followers comparable, in the Social Perception Score (SPS) the Jaccard scores are normalized by weighting each exemplar inversely proportional to its number of followers:9

 For the example illustrated in figure 1, the brand smartcar had 11,052 followers, out of which 953 (8.6%) were also followers of environmental friendliness exemplars. 9  This is analogous to the “inverse document frequency” adjustment used in information retrieval to encourage documents containing rare query terms to be ranked higher than documents containing common query terms (Manning et al. 2008). 8

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SPS ( B,E ) =

∑

1 Ei

FEi

∑

(

J FB ,FEi

) (2)

1 Ei ∈E

FEi



The higher this affinity score, the more strongly consumers associate the brand B with the attribute represented by the set of exemplars (E). What all these datasets have in common is that they are or can virtually become big data. They illustrate the first two Vs that define big data, volume, and variety. The third V, velocity, is fundamentally linked to the techniques and technologies that make handling data at extreme scale affordable. These are essentially cloud computing and parallel computing techniques on computer clusters. Cloud computing provides easy and relatively inexpensive access to huge computing capacities. With clouds there is potentially no limit for the size of data and calculations. Parallel computing techniques on computer clusters that have revolutionized big data calculations are essentially based on the MapReduce approach and its evolutions. These need to be understood and dealt with as they impact all algorithms and models used to analyze data at a larger scale.

Big Data Calculation Velocity with MapReduce and Spark MapReduce Calculations on the Analyzed Datasets MapReduce is a high-level programming model and an associated implementation for large-scale parallel data processing. It has the merit to hide all complexities of parallel computing on distributed servers from users and to have contributed massively to democratize big data processing. The name MapReduce originally referred to the proprietary Google technology (Dean and Ghemawat 2004), but has since become a generic trademark. Its most popular implementation is part of Apache’s Hadoop,10 an open-source software framework, written in Java, for distributed storage and distributed processing of very large datasets on computer clusters built from commodity hardware. MapReduce is based on the observation that most computations can be expressed in terms of a Map() procedure that performs filtering and sorting and of a Reduce() procedure that performs aggregating operations. The map and reduce steps can be parallelized on a cluster of computers. Between the map and  Hadoop is an open-source software framework that allows the distributed processing of large datasets across clusters of computers. It contains (1) the Hadoop Common package, which provides file system and OS-level abstraction; (2) Yarn, a MapReduce engine; and (3) the Hadoop Distributed File System. These mechanisms automatically break down jobs into distributed tasks, schedule jobs, and tasks efficiently at participating cluster nodes, and tolerate data and task failures. 10

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Table 1  MapReduce for calculation tasks on the analyzed datasets Dataset Purchase history Purchase history Purchase history Text mining volume model Text mining content model Text mining PCA Text mining PCA

Task Frequency Monetary Recency Select relevant tweets/ wiki N-gram frequency count

Key Customer ID Customer ID Customer ID Keyword

Value 1 Amount Date 1, text

Reduce Summation Summation Maximum Summation

N-gram

1

Summation

Matrix row vector QR matrix

Null

SSVD-Matrix Matrix row multiplication index SSVD-Orthogonalization Sub-matrix

Summation

reduce, the process involves shuffling and sorting the keys so that all key-value pairs of the same key go to the same reduce for the next step. Table 1 summarizes the implementation of the MapReduce approach to the various computing tasks implied by the datasets described before. MapReduce can be best understood when analyzing aggregation tasks in the purchase history dataset like computing transaction Frequency, Monetary value, and Recency per customer. The map phase implies sorting customer transactions by name, date, or amount into queues, one queue for each name. The reduce phase then performs aggregating operations such as counting the number of transactions in each queue, yielding customer purchase Frequency, or retaining the maximum date, yielding customer Recency or summing transactions amount, yielding customer Monetary amount. Some of the text mining tasks like selecting relevant tweets in the volume dataset or counting the n-gram frequency in the content dataset mentioned above are very similar to the purchase Frequency calculation. While computing customer RFM variables in marketing are quite straightforward applications of the MapReduce approach, more sophisticated marketing science models need to and many can be adapted for MapReduce. Many models and calculations used in marketing science and data analysis use linear algebra calculations. One very important calculation that needs to be adapted to the MapReduce approach is matrix multiplication. Multivariate models like linear regression, principal components analysis (PCA), or discriminant analysis use computationally more sophisticated algorithms over a summary, often symmetric matrix of rather small dimensions given by the number of variables. This small matrix is obtained by applying matrix multiplication to so-called tall-and-skinny big data data matrices resulting from customer recordings, observations, or declarations. A matrix X with m rows and n columns is tall and skinny if it has many more rows than columns (m ≫ n). A special case of matrix multiplication that is central to the abovementioned data analysis methods is the multiplication of the transposed matrix with itself. This matrix multiplication has a rather straightforward solution with MapReduce.11 The multiplication can be done chunk wise in memory in the map 11

 The same applies to that is also needed when estimating linear regression

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phase and the reduce phase will simply sum up the output of all those multiplications, exploiting the fact that the sum of matrices is commutative while multiplication is not. Formally in the map stage, each task collects a chunk of rows to form a local matrix and then computes. The reduce stage then sums up the results of these local multiplications. Further, it can be shown (see Benson et  al. 2013) that QR factorization together with single vector decomposition (SVD) is a fundamental matrix from which decomposition can be obtained. The upper triangular matrix R can be obtained by applying Cholesky decomposition to and the orthogonal matrix Q results from. Both QR factorization and SVD are used in the MapReduce implementation of PCA mentioned in Table 1. In order to incorporate all of the content information, the text mining model uses the frequency of all n-grams as features. This generates a significant feature space with 28,044,202 n-grams resulting from Tweets describing the 2339 TV episodes mentioned above. This produces a “short-and-fat” matrix that is too large to be stored in memory. Applying the PCA dimension reduction technique on such a “fat” matrix required the use of SSVD (stochastic SVD) method developed by Halko (2012). Both SSVD and the related SVD methods are available in the open-source Mahout machine learning library that applies MapReduce on Hadoop. SVD adapted for MapReduce breaks down into two basic operations, which are matrix multiplication and orthogonalization, as indicated in Table 1. As a result four principal components (PC) from the 28,044,202 n-gram features could be selected using the “elbow” rule. Phrases such as “tonight,” “can’t wait,” and “watch” have the largest projection on the first PC. Overall, the first four PCs cover consumers’ intention to watch the shows and are the most important independent variables in the final regression model explaining TV show ratings (R-squared 0.756) which is comparable with the R-squared of the model with only the lagged rating included. Both the volume and the sentiment model have little explanatory power. This is also the main contribution of this text mining paper, showing that easily accessible online content such as Twitter Tweets carefully extracted, sorted, and reduced using big data techniques can provide timely representations of consumer intentions. As we could see computing solutions need to be adapted to MapReduce because conventional analytics would not work as the data is split across nodes. MapReduce is not suitable for all problems; new programming models and frameworks are still being created that build upon these ideas.

Apache Spark, an Enhanced MapReduce As acknowledged by some authors and reviewers in the latest special issue on Big Data of Marketing Science (Liu et al. 2016), academia lags behind industry in conducting cloud analytics. They state that cloud tools, like Spark, used by the industry go beyond the simple MapReduce programming model and suggest that future marketing research that requires large-scale data analytics should consider adopting these tools and explicitly. Our paper introduces Apache Spark which is today’s most

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powerful and popular enhancement of MapReduce. Spark implements directed acyclic graphs (DAGs) and resilient distributed datasets (RDDs). DAG is a programming style for distributed systems. It can be seen as an enhanced alternative to MapReduce. While MapReduce has just two stages (map and reduce), DAG can have multiple stages that can form a lineage or a tree structure and is therefore more flexible due to more high-level functions like map, filter, union, and join. Also DAG execution is faster due to intermediate results not being written to disk. RDDs are “… parallel data structures that let users explicitly persist intermediate results in memory, control their partitioning to optimize data placement, and manipulate them using a rich set of operators” (Zaharia et al. 2012). Spark takes MapReduce to the next level with less expensive shuffles in the data processing. With capabilities like in-memory data storage and near-real-time processing, the performance can be several times faster than other big data technologies. Spark is also very concise in terms of lines of code. Its first published version was only 14,000 lines of code written in Scala, while Hadoop’s MapReduce that was written in Java was almost ten times bigger (Zaharia 2014). While Spark has replaced MapReduce which is closely associated to Hadoop, the two solutions are complementary. Hadoop remains essentially a distributed data infrastructure and a format for storing data that can be processed by Spark or other programs. In order to use the Spark big data engine on our datasets we had to choose among the four available languages that can be used. It is a real dilemma whether to choose specialized statistical languages like R or general-purpose languages like Scala, Java, or Python. We preferred the Scala language as it is the native language in which Spark was written. For more details about scalability, elegance, and conciseness of Scala one could read Odersky et al. (2011). Also in order to better understand what recommends Scala as a platform for statistical computing and data science one could refer to D. Wilkinson’s research blog articles (Wilkinson 2013).

 redicting Consumer Ratings from Amazon Reviews Using P Spark Finally we use the web reviews dataset mentioned earlier in order to predict consumer ratings. Every day millions of users leave reviews and ratings on products using Amazon. Besides influencing sales, helping other potential buyers figure out whether or not they should purchase the specific product, they provide valuable feedback to the companies that sell those products. The Amazon Reviews dataset has widely been used in machine learning research (McAuley et al. 2015; Martin and Pu 2014) and various models have been tested as to their ability to predict consumer ratings from features extracted from the reviews and from the other non-text elements that are included. The lasso regression, applied here, uses a form of regularized least squares that like Ridge regression is suited when the number of independent variables is big, and has the advantage over the latter to automatically select

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more relevant features and discard the others. It presents a somehow complementary exercise to the text mining content model presented earlier. While the latter was predicting TV show ratings from Tweets’ n-grams reduced with PCA, here we predict Amazon consumer ratings from reviews’ unigrams by selecting a reduced number of more relevant features. It also illustrates the flexibility of Spark compared to the classical MapReduce approach. The calculations that are listed in the Appendix are organized in a pipeline that chains several operations: tokenizing, hashing with term frequency and lasso regression (see line 10). The tokenizer extracts and counts the individual words (line 11). For the review text a bag of words (BOW) representation is constructed. Each distinct word (token, unigram) defines a feature (independent variable) of each of the reviews in both the training and test sets. HashingTF (line 12) is a transformer which takes BOWs and converts them into fixed-length feature vectors. After this stage a “featurized” short review text would look like this: Array([0,Hi I heard about Spark, WrappedArray(hi, i, heard, about, spark),(20,[ 0,5,9,17],[1.0,1.0,1.0,2.0])]). It is an array containing a vector with four positions. The first is the identifier of the customer, the second the review text, the third a wrapped array with the tokenized words, and the last a sparse matrix with 2 rows and 20 columns corresponding to the number of distinct words used in a small set of mock reviews. The first row indicates the position of the word in the total word list and the second shows how frequently the word was used. After defining the pipeline that chains transformations, an initial parameter grid is prepared (line 15) and also an evaluator that uses R2 as a goodness-­ of-­fit metric (line 18). Finally the cross-validation procedure combines the pipeline as an estimator, the evaluator, and the parameter grid (line 19) while real calculations occur much later when cross-validation is launched to fit over the training data (line 22). Once the model has been estimated over the reviews training set its performance can be evaluated over the test set (line 25). The R2 score (line 26) and rating predictions can be given by using the calibrated model with customer reviews from the test set (line 29). Finding suitable models and methods like the lasso (least absolute shrinkage and selection operator) capable of reducing the feature space generated by text mining approaches in order to predict consumer ratings or sentiments should remain an important research direction for the future. Computationally more sophisticated models might need to be adapted to the enhanced MapReduce approaches that make big data calculations possible. Adapting the content model (Liu et  al. 2016) from Tweets to the customer reviews context besides potentially opening new research direction can also contribute to the external validity of that model.

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Conclusion and Discussions Marketing relies more and more on information technology. From channel choice to personalization and recommendation systems, user-generated content, online reviews, and social influence in social networks (Goes 2014, p 3), marketing is now considered to be the driver of big data technologies, just like accounting was for the databases in the 1980s (Albescu and Pugna 2014). Important market transformations have been generated by leading e-commerce enterprises such as Amazon and eBay through their innovative and highly scalable e-commerce platforms and recommender systems (Bello-Orgaza et al. 2016). Amazon is also a forerunner in cloud technology with its Amazon Web Services (AWS) and especially its Elastic Cloud Computing Services (EC2). Technology has always been transforming marketing science following a rather systematic and predictable trend. By paraphrasing Rust and Huang (2014) we would say that, by enabling big ubiquitous customer communication, technology pushed marketing science to resemble to a greater degree formerly specialized areas like direct marketing and more recently service marketing. This implies changes in both the topics and methods to be employed and increased emphasis on marketing analytics. Academic marketing scientists, while having good knowledge in statistics, econometrics, and operations research, seem to have poor knowledge in modern programming and IT. They tend to ignore features that take advantage of the distributed and data-rich context provided by the Internet. The cloud becomes more and more the place where big data calculations are done. Under these circumstances marketing models can no longer remain “small and beautiful.” They must be capable to grow to become scalable and be able to deal with big data. Neglecting factors that enhance usability of models risks to make the latter irrelevant and limit their use. “To develop models that do get used, modelers must pay attention to the IT infrastructure under which their models will be used” (Lilien and Rangaswamy 2000, p. 232). By trying to demystify big data approaches our paper invites marketing scientists to pay more attention to technologic evolutions, to become more involved in developing specific analytics, and not to leave the battlefield completely to computer or data scientists. The same invitation goes towards managers who according to an IBM study (2011) of 1700 CMOs from 19 industries and 64 countries revealed that 71% feel their organizations are unprepared to handle the explosion of big data. Demystifying big data approaches and technologies does not mean banalizing them but on the contrary we insist upon the high importance and groundbreaking changes they generate for the human society in general and for marketing science in particular. This chapter presents a hands-on approach to big data in marketing. To our knowledge it is the first attempt to apply the newer enhanced MapReduce technologies like Spark to marketing science problems. Explaining their importance, relative simplicity, and applicability, based on a variety of marketing datasets, can contribute to the adoption of big data computational techniques among marketing scientists.

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It becomes clear that decision support modeling and data analytics are undergoing an industrialization process during which academia will continue to build “big models for small data” and the industry will build “small models for big data.” This gap between academia and industry has some objective grounding due to limited access to real big data and the fact that not all models can be transposed easily for high-performance computing (HPC) and particularly for MapReduce frameworks. The latter will become part of the marketing analyst ecosystem and the quick developments will privilege simpler modeling approaches, speed improvements in algorithms, and applications that reduce the dimensionality of data through aggregation, selection, sampling, etc. For a thorough discussion on this subject one could refer to Wedel and Kannan (2016). However academic marketing scientists cannot isolate themselves in an ivory tower.12 Marketing scientists are deemed to develop models that solve managerial problems and can be used by an industry where the big data paradigm is gaining ground.

Appendix Listing 2 Measuring customer sentiment on the Amazon Reviews Dataset* 1. import org.apache.spark.ml.feature.{HashingTF, IDF, Tokenizer} 2. import org.apache.spark.ml.regression._ 3. import org.apache.spark.ml.{Pipeline, PipelineModel} 4. import org.apache.spark.ml.tuning. {ParamGridBuilder, CrossValidator} 5. import org.apache.spark.ml.evaluation. RegressionEvaluator 6. //Load dataset and cache it 7.  val data = spark.read.json(/media/storage1/ reviews-train.json).cache() 8.  //Define a pipeline combining text feature extractors + linear regression 9.  val tokenizer = new Tokenizer(). setInputCol("reviewText").setOutputCol("words") 10. val hashingTF = new H ­ ashingTF().setInputCol("words"). setOutputCol("features") 11.  val lasso = new LinearRegression(). setLabelCol("overall").setElasticNetParam(1.0). setMaxIter(100)  For quantitative methods and model builders this privilege in our opinion is only reserved to pure “creators of mathematics.” 12

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12.  val pipeline = new Pipeline(). setStages(Array(tokenizer, hashingTF, lasso)) 13.  val paramGrid = new ParamGridBuilder(). addGrid(lasso.regParam, Array(0.005, 0.01, 0.05)). build() 14. //Define evaluation metric 15.  val evaluator = new RegressionEvaluator(). setLabelCol("overall").setMetricName("r2") 16. val cv = new CrossValidator().setEstimator(pipeline). setEvaluator(evaluator).setEstimatorParamMaps(par amGrid) 17. //Run everything! 18. val cvModel = cv.fit(data) 19. //Evaluate on test data: 20.  val test = spark.read.json("/media/storage1/ reviews-test.json") 21.  var r2 = evaluator.evaluate(cvModel. transform(test)) 22. println("Test data R^2 score:", r2) 23. val sparkPredictions = cvModel.transform(test) 24.  s p a r k P r e d i c t i o n s . w r i t e . f o r m a t ( " j s o n " ) . mode("overwrite").save(/media/storage1/predictions.json) *The listing is adapted by us to Scala from a Python version (Bradley 2016)

References Albescu, F., & Pugna, I. B. (2014). Marketing intelligence—The last frontier of business information technologies. Romanian Journal of Marketing, 3, 55–68. Bello-Orgaza, G., Jungb, J. J., & Camachoa, D. (2016). Social big data: Recent achievements and new challenges. Information Fusion, 28, 45–59. Benson, A.  R., Gleich D.  F. & Demmel J.  (2013). Direct QR factorizations for tall-and-skinny matrices in MapReduce architectures, 2013 IEEE International Conference on Big Data, October 6–9, TBD Silicon Valley. Beyer, M.  A., & Laney, D. (2012). The importance of ‘big data’: A definition. Stamford, CT: Gartner. Bradley, J. (2016). Apache® Spark™ MLlib: From Quick Start to Scikit-Learn. Retrieved October, 2017, from http://go.databricks.com/spark-mllib-from-quick-start-to-scikit-learn. Culotta, A., & Cutler, J. (2016). Mining brand perceptions from twitter social networks. Marketing Science, 35(3), 343–362. Davenport, T., & Patil, D. (2012). Data scientist: The sexiest job of the 21st century. Harvard Business Review, 90(10), 70–76. Dean, J.  & Ghemawat, S. (2004, December). MapReduce: Simplified data processing on large clusters, OSDI'04: Sixth symposium on operating system design and implementation, San Francisco, CA.

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Forrester, (2011). Expand your digital horizon with big data. Forrester. Retrieved May 27 from http://www.asterdata.com/newsletter-images/30-04-2012/resources/Forrester_Expand_Your_ Digital_Horiz.pdf Accessed July 7, 2017. Goes, P. (2014). Big data and IS research. MIS Quarterly, 38(3), III–VIII. Halko, N. P. (2012). Randomized methods for computing low-rank approximations of matrices. Unpublished doctoral dissertation, University of Colorado, Boulder. IBM. (2011) From stretched to strengthened—Insights from a global CMO study. Retrieved September 17, 2015, from http://www.ibm.com/services/us/cmo/cmostudy2011/downloads. html. Laney, D. (2001). 3D data management: Controlling data volume, velocity, and variety, technical report. Retrieved October, 2017, from https://blogs.gartner.com/doug-laney/files/2012/01/ ad949-3D-Data-Management-Controlling-Data-Volume-Velocity-and-Variety.pdf. Lilien, G. L., & Rangaswamy, A. (2000). Modeled to bits: Decision models for the digital, networked economy. International Journal of Research in Marketing, 17, 227–235. Liu, X., Singh, P. V., & Srinivasan, K. (2016). A structured analysis of unstructured big data by leveraging cloud computing. Marketing Science, 35(3), 363–388. Martin, L. & Pu, P. (2014). Prediction of helpful reviews using emotions extraction. AAAI Publications. McAuley, J., Pandey, R. & Leskovec J. (2015). Inferring networks of substitutable and complementary products, KDD '15 Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, 785–794. Odersky, M., Spoon L., Venners B. (2011), Programming in Scala. In A comprehensive step-by-­ step guide (2nd ed) (January 4, 2011), Artima Inc. Rust, R. T., & Huang, M. H. (2014). The service revolution and the transformation of marketing science. Marketing Science, 33(2), 206–221. Sanders, N. R. (2016). How to use big data to drive your supply chain. California Management Review, 58(3), 26–48. Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97–121. Wilkinson, D. (2013). Scala as a platform for statistical computing and data science. Retrieved October, 2017, from https://darrenjw.wordpress.com/2013/12/23/ scala-as-a-platform-for-statistical-computing-and-data-science/ Xu, Z., Frankwick, G. L., & Ramirez, E. (2016). Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective. Journal of Business Research, 69(5), 1562–1566. Zaharia, M. (2014). An architecture for fast and general data processing on large clusters, University of California at Berkeley, Technical Report No. UCB/EECS-2014-12. Zaharia, M., Chowdhury M., Das T., Dave A., Ma J., McCauley M., Franklin M.  J., Shenker S., Stoica I. (2012, April). Resilient distributed datasets: A fault-tolerant abstraction for in-­ memory cluster computing, NSDI 2012.

Web Personalization Experience: Value Creation or Value Destruction? An Abstract Laetitia Lambillotte and Ingrid Poncin

Abstract  Nowadays, companies such as the Amazon and Booking have developed personalized websites. Advances in tracking and personalization systems enable them to learn more about their consumers and to adapt their website accordingly in order to improve their online services (Tam and Ho 2006). However, while prior research on web personalization investigates the technological development supporting the personalization system (Hauser et al. 2014; Liang et al. 2008), little is known about the web personalization experience and its value for consumers. With an interpretive approach, this paper tries to bring a deep understanding of the web personalization experience and the value creation process. In-depth semi-structured interviews were conducted with 20 consumers (9 women and 11 men, aged 21–64) to consider common and different perceptions (Vernette and Giannelloni 2015). We varied the sample composition by using purposive sample (Miles and Huberman 1994). We selected informants following some criteria: age, gender, web expertise, and web usage. Analysis and interpretations followed the grounded theory approach (Glaser and Strauss 1967). Regarding the experience on personalized website, it emerges from the results that most informants perceive web personalization and personalized advertising as a whole experience because of retargeting. With retargeting, informants are exposed to the same personalized message on the website and later on personalized ads displayed on other websites. In addition, most informants indicate they experience a loss of control during navigation as the website automatically personalizes content based on their surf behavior. The analysis highlights that characteristics of the web personalization experience can both create or destroy value. For instance, while the loss of control experienced during navigation generates negative emotional reactions such as an impression of categorization, it can also enhance guidance in website navigation when content is relevant. Besides, the analysis indicates that value creation aspects usually counterbalance value destruction ones.

L. Lambillotte (*) · I. Poncin Université Catholique de Louvain, Mons, Belgium e-mail: [email protected]; [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_14

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This paper extends the experiential marketing literature by specifically addressing the web personalization experience. While prior research focused on the technological development supporting the automatic adaptation of the website, this research examines web personalization in a marketing perspective by providing a deeper understanding and conceptualization of the web personalization experience and the value creation process. References Available Upon Request

IoT’s Consumer Acceptance: A New Perspective: An Abstract Sabrina Hombourger-Barès and Leila El Kamel

Abstract  Despite the rising popularity of the Internet of Things (IoT), consumer acceptance continues to grow at a slow pace. For example, the adoption of health and fitness wearables is still relatively low, and approximately half of consumers abandon their wearables within the first 6 months. This pattern means that firms engaged in IoT industry have difficulty recovering their development and marketing costs. Previous research on IoT’s consumer acceptance uses mainly technology acceptance models (TAMs). Academic literature highlights three limits of TAMs: first, these models only measure the intent to use or adopt the new technology, and they don’t consider the specificities of individuals and/or contexts. Second, they predict the acceptance of a new technology according only to two functional factors leaving out other potential sources of value in IoT adoption and sustained use. Third, the results of empirical tests are mixed and inconclusive, which leads some researchers to question the validity of such models. More recent empirical studies take different approaches by considering different technologies or different contexts. They offer a complementary view but also a fragmented view of IoT’s consumer acceptance. There is a need for more integration. This paper takes steps in this direction. We conducted a netnographic study on two online virtual communities debating fitness wearables. Eight threads were selected according to the relevance of the topics and the frequency of exchanges. Drawing on the service-dominant logic theory, the perceived value conceptualization, and the customer experience approach, data analysis reveals both value co-­ creation (gains) and co-destruction (pains) determinants addressed through different experiential dimensions. Moreover, it highlights several interactions between the specific determinants of both sides of the coproduction process which rely on the consumer’s agency that could lead to “compensation phenomena” and bypass strategies.

S. Hombourger-Barès (*) · L. El Kamel TELUQ University, Montreal, Canada e-mail: [email protected]; [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_15

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On the one hand, the psychological cost may be compensated by three forms of social sharing that we identified among members of the two virtual communities. On the other hand, our results also highlight two avoidance strategies in order to counter IoT’s planned obsolescence. The findings of this study have key implications for IoT marketers and suggest future research directions. References Available Upon Request

New Dimensions of Postpurchase Behavior in the Service Environment: Consumer Behavior Toward Uber after Consumer Ratings: An Abstract Kathryn Woodbury Zeno and Gladys Torres-Baumgarten

Abstract  Analyzing consumer postpurchase behavior is a common and ongoing practice. Advanced technology utilized by consumers has facilitated more convenient methods to input feedback and to provide feedback that is immediate in nature. Postpurchase behavior has been studied extensively in the packaged goods industry and in particular the service industry where service quality gaps identify potential explanations for postpurchase behavior. This study argues that the service quality evaluation model does not adequately address the new dimension of provider ratings of the consumer. Specifically, the impact of the provider’s rating of the consumer on the consumer’s perceived service quality is not understood, nor is the impact of the provider rating of the consumer on consumer postpurchase usage behavior and consumer attitude toward the provider. Expected expansion of formal systems within the service environment for providers to rate consumers supports the need for further study and empirical analysis to advance understanding of service quality evaluation. References Available Upon Request

K. W. Zeno (*) · G. Torres-Baumgarten Ramapo College of New Jersey, Mahwah, NJ, USA e-mail: [email protected]; [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_16

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Improving Targeting by Taking Long-Term Relationships into Account Benedikt Lindenbeck and Rainer Olbrich

Abstract  Direct marketing is characterized by its high practical relevance, and it requires decision-makers to consider a variety of success factors to ensure the success of campaigns. In particular, the choice of recipients has substantial importance, and this selection can be based on various types of information. Information that reflects the behavior of potential recipients may offer better forecasting quality than demographic data, but this common assumption has not been substantiated empirically. On the basis of empirical data, this article examines whether such data can produce improved forecasting quality. The data set consists of the customer base of a German insurance company. With path analysis, the authors reveal that behavioral data achieve better predictability than demographic data. The consideration of these aspects thus allows for economically more advantageous management of direct marketing campaigns. Keywords  Direct marketing · Direct mailing · Targeting · Services marketing · Path analysis

Introduction Relevance and Definition of Direct Marketing Direct marketing aims to achieve both interactive communication between advertisers and their customers and long-term relationships with those targets (Holland 2016). In this sense, it is an interactive concept that supports individualized communication with potential and actual customers, to achieve company goals (Mann 2007). The individual and personal approach can motivate the targeted recipients to interact with the advertiser and bind them to it in the longer term.

B. Lindenbeck (*) · R. Olbrich University of Hagen, Hagen, Germany e-mail: [email protected]; [email protected] © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_17

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Direct marketing developed in response to mass marketing techniques that took the needs of individual customers into account only rudimentarily; the primary objective of those markets was to sell as much as possible in an anonymous settings (Haag 2010). But with the continuously growing range of services available, customers have gained greater opportunities to decide independently which products they want to purchase from which providers. Greater supply density also ensures that the offered products and services tend to be substitutable in terms of their quality, price, and content (Tyagi 1999). Therefore, direct marketing seeks to motivate addressed recipients to interact with the advertiser, according to an individualized approach. All marketing tools can be individually tailored to the respective customer requirements and used to establish long-term dialogue between the companies and their customers, on the basis of interactive communication (Asllani and Halstead 2015). That is, the targeted dialogue should be individual, interactive, and direct. With regard to the terms used in this investigation, we seek to achieve a uniform understanding of the term “direct marketing.” The primary objective is to enable a conceptual understanding, valid for empirical examinations, on the basis of the constitutive features of the concepts considered. Accordingly, we note that direct marketing encompasses all market activities that use single-level (direct) communication and/or direct sales. The Direct Marketing Association defines it more specifically, such that direct marketing is an “interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location” (Guido et  al. 2011, p.  992). Analogously, direct marketing might be described as “communications where data are used systematically to achieve quantifiable marketing objectives and where direct contact is made, or invited, between a company and its customers and prospective customers” (Bose and Chen 2009, p. 1). Across these definitions, we find heterogeneous notions of direct marketing, at least in part. Yet we also can identify some characteristics that are consistent and essential across these definitions. Accordingly, we propose that direct marketing consists of a direct and individual approach to a target group, in which some response by the recipient is intended, either directly or in subsequent contacts (Holland 2016). In this process, all marketing instruments are matched to customer requirements in a flexible, individual manner, as well as integrated with a high degree of personalization (Vlasic and Kesic 2007; Asllani and Halstead 2015). These definitions and characteristics reveal that there is no uniform understanding of direct marketing, in academic or practice-oriented literature. This gap entails both the existence of a consistent demarcation relative to alternative approaches in marketing, as well as the lack of a unified definitional basis (Scovotti and Spiller 2006). Despite this blurring though, we can differentiate direct marketing from alternative marketing approaches to some extent. Direct marketing differs from one-­ to-­one marketing, in which only individual target persons are addressed (Arora et  al. 2008; Stone and Jacobs 2008), because it addresses clearly defined target groups (Asllani and Halstead 2015). Direct marketing also may be linked to database marketing, which involves the targeted use of information and can provide a starting point for direct marketing or alternative approaches (Klitsch 1997).

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On this basis, we can derive constitutive features of direct marketing that also can be classified as essential. That is, direct marketing is characterized by dialogue-­ oriented communication, an individual approach to potential and actual customers, the generation of measurable results, and control based on available data.

 ontrol of Direct Marketing Campaigns, Taking Targeting C into Account The need to control direct marketing campaigns stems from several factors. In this context, it is necessary to avoid campaigns that do not prompt acceptance among recipients. Such campaigns can lead to reactance and defensiveness, which would hinder the achievement of the intended objective. In particular, if recipients feel compelled by a campaign to carry out actions that contradict their own intentions, they express reactance and a perceived loss of control, which have direct, negative impacts on the campaign’s success (Morimoto and Chang 2006). The success factors described herein derive from the constitutive features of direct marketing defined in the previous section. Individual factors already have been subject to extensive investigation, which reveals several key success factors, including the choice of instruments, the frequency of use of instruments, and the selection of recipients to be addressed. These success factors suggest the need for a high degree of individualization, to convey trustworthiness to message recipients (Shankar and Balasubramanian 2009; Mogos and Acatrinei 2015). The selection of recipients to address—also called targeting—has substantial relevance for the success of a direct marketing campaign (e.g., Vriens et al. 1998; Olbrich and Lindenbeck 2016). Targeting is designed to influence the purchasing behavior of potential and actual customers, to generate additional revenues (Dong et  al. 2009). The far-reaching effects of this selection of recipients in turn determine the success of any direct marketing campaign. Identifying recipients who are likely to react positively to an advertising message is a challenge though, which direct marketers constantly struggle to achieve (Lu et al. 2011). Various scientifically and practically oriented publications identify targeting as the core task in direct marketing, intended to achieve multiple goals (Bose and Chen 2009). Depending on the application area, the techniques developed for this purpose forecast different target variables (Guido et al. 2011). Companies might enhance their targeting if they already have acquired knowledge about their customers (Bickelhaupt 1967; Chiu 2002). They thus use various methods to derive recommendations from available data. Depending on the data available to an advertiser, targeting can rely on demographic data or behavioral data, gathered from an existing business relationship between the advertiser and its customers (Kidiyoor 2010; Oestreicher 2011). The latter is often assumed to offer better prognostic quality, though empirical evidence is scarce. Therefore, the current

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study examines specifically the extent to which behavioral data are better suited to predicting a target variable, compared with demographics. Regardless of its actual implementation, targeting suffers challenges. An incorrect classification can result from the goal orientation of a segmentation method. The existing formulation of objectives may lead to the exclusion of some relevant information, because its relevance to the objective pursued is unclear or remains unrecognized (Böttcher et al. 2009). In such situations, recipients even may grow irritated, because the targeting fails to consider their needs, due to inadequate information. As is true of all static segmentation approaches, it is important to acknowledge that the segments formed are not required to offer unlimited stability across changing needs and preferences (Blocker and Flint 2007).

Delimitation from Existing Research Approaches With regard to the research approaches pursued in the past to establish effective targeting in direct marketing campaigns, we first note their vast number. Marketers have been trying for years to find solutions to the problems associated with targeting (e.g., von der Wense 1980; Gaffny 1985). The repeated, currently incomplete, scientific and practical approaches to the selection of recipients to address reveal the ongoing and acute need for action to control direct marketing campaigns better. Prior empirical examinations tend to feature the application of various statistical analysis methods; more recent investigations also cover a wide range of divergent application scenarios. A comprehensive overview of all studies related to the selection of recipients for direct marketing is thus neither possible nor useful, due to the plurality of approaches. For this study, we analyze selected publications that base their targeting insights on empirical investigations. As a further delimitation for the current research, we also consider the direct marketing instrument used in previous studies and include only those involving instruments sent by postal mail to recipients. Specifying this communication path, which also forms the basis for the transmission of messages in our study context, reduces potential differences in the empirical findings due to the use of different instruments. For example, Kim et al. seek to select target recipients who are most likely to purchase insurance for recreational vehicles. The data set, which provides the empirical basis for their examination, includes 9822 European households that were offered insurance services through direct mail. By applying artificial neural networks, these authors seek to identify which households will purchase the offered insurance. They do not consider which characteristics might encourage a long-term business relationship (Kim et al. 2005). Guido et al., similar to Kim et al., apply artificial neural networks for targeting in direct marketing. They state that the success of direct marketing depends decisively on the detailed selection of the recipients to address and a correct forecast of the return rate. To encourage the success of direct marketing campaigns, the developed

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models must reflect a targeted analysis of different characteristics for uses in direct marketing. Their empirical investigation indicates that artificial neural networks can fulfill this requirement. The investigation, based on a data set generated by the experimental use of 205 direct mailings, reveals that feedback to a mailing depends strongly on whether a similar product already has been acquired in the past (Guido et al. 2011). Lu et al. test the extent to which recipients of catalogs can be identified who then purchase a product offered in these catalogs. They offer the assumption that the potential recipients should be divided into two groups, to predict their behavior. They test and confirm this assumption using logistical regression analyses of a data set that represents 96,551 existing relationships between a company and its customers. Both the demographic data and the behavioral data represented by customers’ purchasing histories appear in this data set. In particular, the authors identify individual sales generated by customers as significant variables in the context of a goal-­ oriented selection of recipients to address (Lu et al. 2011). Coussement, Van Den Bossche, and De Bock consider how the RFM method, logistic regression analysis, and decision tree methods form cohorts based on incomplete or erroneous data, such that they overlook people’s actual reactions by assuming homogeneous reaction behaviors. As the empirical basis of their investigation, these authors use two data sets. They note that if the data available for the selection of recipients are complete and correct, decision trees are more powerful than RFM or logistic regression. However, they do not indicate the extent to which these characteristics can encourage a long-term business relationship in this context (Coussement et al. 2014). For Hassell and Monson, the objective is to select recipients who are willing to make donations to an election campaign. The empirical basis of the survey is the Campaign Communications Survey, collected during the 2004 US presidential election. Empirical data from 1071 donors enter several regression analyses, and the authors argue that more voters are willing to make higher donations if they already made donations in the past (Hassell and Monson 2014). Then Neslin et  al. analyze how the time passed since the last purchase might predict future purchases. These authors seek to develop a model that uses these data to predict whether a customer will buy again. The data set, which provides the basis for their empirical investigation, includes 4071 data inputs from a gastronomy company. The authors accordingly develop a model that recommends the use of advertisements to motivate customers to make further purchases (Neslin et al. 2013). In their study, Ma et al. attempt to design the selection of recipients to address, such that their customer value gets maximized in the long term. The data set for this empirical investigation maps the behavior of approximately 1,000,000 donors from several charitable organizations. The resulting model portrays the connection between the use of mailings and donors’ behavior. By using data that indicate how often the people in the data set have donated previously, this study shows that the use of mailings can increase donors’ willingness to donate in the short term. In addition, mailings can encourage positive views, such that donors are willing to make donations over a longer period of time (Ma et al. 2016).

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Among the research approaches pursued in these studies, we can identify several weaknesses. In particular, the selection of recipients for direct marketing tends to be limited in number, especially in investigations of instruments that allow for the personal, individual design of advertising messages. Behavioral data derived from an existing business relationship likely offer better prognoses of consumer behavior, so it seems incomprehensible that corresponding characteristics have been taken into account only in isolation and in a rudimentary way. The possible causes of such a limited view may reflect the data required for empirical analyses, which rarely are publicly available to scientifically oriented investigations. In addition, the collection and the maintenance of the corresponding databases are expensive, such that some advertising companies fail to collect data from their long-term business relationships. Such reactions likely arise when the advertising companies are unable to recognize or assess the potential added value of information that can be derived from these data, in the absence of appropriate understanding. We try to contribute to overcoming such weaknesses with our study, which leverages previous approaches for selecting recipients to address, primarily by including many recipients, with a view to identifying the prognostic quality of behavioral characteristics obtained from long-term business relationships, according to a differentiated analysis that can provide added value for achieving direct marketing objectives. Specifically, in an exemplary analysis of an application, we assess the extent to which the behavioral characteristics of long-term business relationships are suitable for carrying out the selection of addressed recipients in a targeted manner.

Empirical Investigation of the Advantages of Behavioral Data Description of the Data Set The data set available for our investigation includes relationships between a German insurance company and its customers. The data come from three direct marketing campaigns, carried out in 2012 and 2013 using fully addressed direct mailings. In addition to the data collected during these campaigns, the data set contains information from the company’s stock-taking system, which records contract-related characteristics of the customer and behavioral data. In addition, the data set features information from the company’s partner system, including the personal characteristics of the customers. The objective in collecting and preparing this data set is to articulate an investigation objective. Within the framework of prior investigations in this context, the variables to include in the data set are those that offer the best possible prognosis of the success of a direct marketing campaign. For these variables, we create the three

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Table 1  Variables in the data set Designation Personal variables Date of birth

Description

Value range

Date of birth of a customer

Gender

Sex of a customer

10.05.1913– 26.05.1996 0, female; 1, male

Contractual variables Contract duration

Duration of the business relationship with a customer in years Contract fee Periodic (monthly) payment to be made in Euro, which results from the business relationship Relative contract Percentage ratio of the periodic contribution to contribution the average periodic contribution to the total data set Percentage ratio of the periodic contribution to Relative contract the average periodic contribution to the contribution in the campaign campaign Acceptance of postal Acceptance of the customer regarding a contact marketing via postal deliveries Transaction-related variables Purchased The offered product has been purchased Product contribution Periodic (monthly) additional payment to be made in Euro, which results from the offered product

1.49–87.13 0.00–2115.87 0.00%– 1663.20% 0.00%– 2027.39% 0, no; 1, unclear; 2, yes 0, no; 1, yes 0.00–265.76

groups in Table 1: personal variables, behavioral data derived from existing contracts between the company and its customers, and transaction-related variables. The personal variables characterize the customer as a natural person. Contractual variables represent the behavior of a customer, such that their characteristics depend on the existence of a customer relationship. The transaction-related variables have decisive influences on the economic valuation of a direct marketing campaign. The two transaction-related variables are closely related, in a relationship that can be described as follows:



 1, if Product contribution > 0 Purchased =   0, else.

The targeted variable product contribution indicates the additional contribution a customer must pay periodically, after purchasing the offered product. The value of this variable thus indicates the additional turnover that results for the advertiser if it sells a product. For this reason, it seems appropriate to consider product contribution as an economic target variable, and path analysis is particularly suitable for analyzing it.

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Methodological Foundations for the Empirical Investigation The primary objective of path analysis is the repeated execution of linear multiple regressions in cases for which a causal order of variables can be assumed. With this statistical examination method, correlations can be transferred to a recursive causal model that depicts the links among variables. Both observable (manifest) and unobservable (latent) variables can be included in such a causal model. The use of path analyses makes it possible to identify interrelationships between variables represented by complex causal relationships and to examine hypothetically formulated connections between the variables empirically to check their validity. Regarding the model limitations, path analyses require defining in advance, on the basis of hypothetically formulated considerations, which variables are exogenous, endogenous, or both. In a path analysis, it is possible to integrate a single variable both exogenously and endogenously, because it consists of a combination of several regression analysis estimates reflecting the relationships that exist between individual variables. From the combination of several regression analyses, we obtain the total effect that acts on a variable. On the basis of the path analysis, the empirically tested causal effects identified as statistically significant can be depicted graphically in a path model, with the manifest variables represented by rectangles. The causal relationships between variables are represented by arrows. Then the path coefficient that can be identified through the analysis is noted directly by the causal effect, represented by the arrow. On the basis of these hypothetical considerations, a general path model for the empirical investigation of the target variable product contribution can be established. As an endogenous variable, only this variable applies, according to the purpose of the investigation. Then the variables Date of Birth, Gender, Contract Duration, Contract Fee, Relative Contract Contribution, Relative Contract Contribution in the Campaign, and Acceptance of Postal Marketing can be integrated exogenously into the model. All variables directly affect product contribution. Furthermore, we can assume, on the basis of previous investigations, that there are correlations between Date of Birth and Contract Duration, between Contract Duration and Acceptance of Postal Marketing, and between Contract Contribution and Acceptance of Postal Marketing (Lindenbeck 2018). The resulting path model of the empirical investigation is in Fig. 1.

Empirical Results of the Application of Path Analyses The model indicates that the path analysis has a determination measure of 22%. For this model, with the exception of the effect of contract contribution, all influences on the target variable achieve very high statistical significance. The direct effects correspond directly to the total effects, which influence the target size, because the model does not include any further endogenous variables, beyond the target variable.

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-,43***

Date of Birth -,62***

-,01***

Gender

Personal Variables Contractual Variables

Contract Duration

-,32*** ,22

,19*** ,08***

,00 n. s.

Contract Fee Relative Contract Contribution Relative Contract Contribution in the Campaign Acceptance of Postal Marketing

Product Contribution

,04*** -,10*** -,24***

***: very high statistical significance; n. s.: no significance

Fig. 1  Path model of empirical investigation

On the basis of a real application, it is possible to summarize who should have been chosen, according to the results of the path analyses, to increase campaign success. That is, the targets addressed should have been older people and women, whose contract contribution is comparatively low, whose relative contract contribution in the campaign is low compared with the average periodic contribution to the campaign, whose relative contract contribution is high in comparison with the average periodic contribution over the entire data set, and for whom it is unclear whether they have agreed to a postal contact. In view of the available variables, four contractual and behavioral variables provide good prognostic ability related to the target variable—that is, half of the available contractual variables. Among the personal variables, only two have significant influences on the prognosis, or one-quarter of all available personal variables. Both the absolute and relative number of variables with statistically significant influences on the target variable thus indicate that contract-related variables offer better prognostic quality than do demographic variables. However, the path modeling also indicates that one of the demographic variables exerts the strongest influence on the target variable, as represented by a path coefficient.

 valuation of the Economic Advantages of Considering E Behavioral Data Finally, we investigate whether the consideration of behavioral data makes it possible to select recipients to address in direct marketing in an economically advantageous way. The 216,229 addressed customers who have been selected without

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paying special attention to behavioral data offer an average monthly contribution of 9.65 €. On the basis of our empirical findings, using behavioral data leads to significantly better results in terms of addressing appropriate recipients for direct marketing. To achieve the positive effects resulting from the use of behavioral data, it is not necessary to address targets whose characteristics would lead to a negative effect on the prognosis. To avoid spreading losses, persons whose variable expression has a negative effect on the prognosis of the target variable should not be addressed either. That is, potential recipients should not be addressed if they are younger than the average customer, accept contacts via postal mail, have a contract duration shorter than the average duration of contracts in the data set, make a higher relative contract contribution in the campaign than the average periodical contribution to the campaign, are male, and have a lower relative contract contribution than the average periodic contribution in the whole data set. These persons deteriorate the prognostic quality of the target variable. The application of these restrictions would mean that not all the 216,229 persons would be addressed in the practical implementation of the campaigns considered in our empirical investigation. To avoid foreseeable losses, only 2027 persons would have been addressed, whose average monthly contribution was 15.78 €. The average periodic contribution per customer thus could be increased by 63.52%, by taking account of behavioral data. The costs saved through a goal-oriented selection of recipients then would enable the advertising companies to analyze and address further potential recipients, if they offer a high probability of success. In this context, the advertising company likely can analyze large sets of potential recipients to address and then use their available campaign budgets as purposefully as possible to reach out to these promising candidates. As part of an assessment, it appears necessary to compare the costs associated with addressing additional recipients against the gross income that can be achieved by selling the offered products. Therefore, because behavioral data contribute to the more targeted use of budgets assigned to individual campaigns in the context of direct marketing, and with the assumption that the advertising company generates positive raw revenues from the products sold that are sufficient to exceed the costs associated with the addressing process, the exact knowledge of the costs involved in direct mailing and the gross profits to be achieved makes it possible to forecast the economic advantages that may result from the consideration of behavioral data. The evaluation of the methodology also must acknowledge that only considering behavioral data could have negative effects in applications for which the quantity of potential recipients is limited. Such concerns are less pertinent in applications with an unrestricted set of potential recipients to address. The consideration of behavioral data appears meaningful in such applications. Both when the quantity of potential recipients to be addressed is restricted and in cases with no such corresponding restriction, it may be worthwhile to assess both the positive and negative effects of the economic advantages’ methodology to achieve a final judgment.

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For example, such assessments could rely on consideration of a profit-oriented advertising budget. In this context, the gross profit associated with the sales of the offered product must be compared with the effort undertaken, both to address the recipients and make contracts and the resulting obligations on the part of the advertising company, to justify its economic advantage. The consideration of behavioral data related to a specific number of addressed recipients is economically advantageous compared with addressing the same number of recipients, not determined on the basis of behavioral data, as can be expressed in as follows: I



∑ ( Gross profit i =1

J

i

− Expenditurei ) > ∑ ( Gross profit j − Expend diture j ) j =1



where: i: recipients addressed, on the basis of their behavioral data (i ∈ I) Gross profiti: average gross profit (in Euros) earned from recipients who have been addressed on the basis of their behavioral data Expenditurei: expenditures (in Euros, per recipient) created by the application of the developed methodology and addressing recipients on the basis of their behavioral data j: recipients addressed without any consideration of their behavioral data (j ∈ J) Gross profitj: average gross profit (in Euros) earned from recipients who have been addressed without consideration of their behavioral data Expenditurej: expenditures (in Euros, per recipient) created by addressing recipients without consideration of their behavioral data With this formula, the relationship should always be valid if the respective quantities of recipients to be addressed are identical (I  =  J) or, with consideration of behavioral data, if more recipients are addressed than would be done without the consideration of behavioral data (I > J). In these cases, the additional gross income earned with the consideration of behavioral data overcompensates for the costs accrued from this consideration. In addition, the economic advantage can result if the consideration of behavioral data leads to fewer recipients being addressed than is the case without such behavioral data (I